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Geeveston Town Hall Company
Expression of Interestfor
Private Operators to
Implement Stage One of the Business Plan
Introduction
Thank you for considering this exciting opportunity to implement Stage One of the GeevestonTown Hall Business Plan
The Geeveston Town Hall Company is being established by the Huon Valley Council to managethe Geeveston Town Hall as a community asset and in accordance with an established businessplan
The Council is calling for expressions of interest from private operators to implement Stage 1 ofthe Business Plan and Feasibility Study in respect of the lower floor of the Geeveston Town Hallto operate a visitor information centre and to provide and manage a flexible space that cansatisfy community events for local and tourism purposes The private operators mustdemonstrate how they will operate in a manner consistent with the approved business plan andany use not contained in the business plan must be approved by the Board
This is an exciting opportunity to be involved in the Geeveston Town Hall project from theinception and to make the communityrsquos vision for the Geeveston Town Hall a reality
The Vision and Intent of the Project
To regenerate the strategic purpose and use of the Geeveston Town Hall as abuilding of regional significance that will be sustainably run as a communityasset to create a balance of economic and community value that is sympatheticand respectful of the regionrsquos history its natural competitive strengths and inspiresa future of collaboration and industry diversity
Selection criteria
The successful candidate will need to demonstrate how they intend to implement Stage 1 of theBusiness Plan in their expression of interest and their demonstrated capacity to implement theproject
Expression of Interest Process
All expressions of interest are required to submit the following documents
bull A cover letter outlining their interest in the project and
bull A plan clearly identifying the process and timeframes for implementingStage 1 of the Business Plan and
bull A statement outlining areas of previous relevant expertise in a similar projector business and
bull A declaration of any potential conflicts of interest with matters pertaining to theGeeveston Town Hall business
Expressions of Interest are required to be received by no later than close of business16 October 2015
All expressions of interest will be submitted to full Council for consideration Applicantswill be advised of the outcome of the process following the Council meeting at which theexpressions of interest are considered
Thank you for your interest in the Geeveston Town Hall project
All expressions of interest are to be addressed to
EOI ndash GTH Co Stage 1Simone WatsonGeneral ManagerHuon Valley CouncilPO Box 210HUONVILLE TAS 7109hvchuonvalleytasgovau
HUON VALLEY COUNCIL
Geeveston Town Hall ndash The Future
Feasibility Study
Prepared by
JUNE 2015
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 1
Contents
Executive Summary 3
Scope and Purpose of the Feasibility Stage 4
Core Objectives 4
Work Tasks 4
Referenced Documents 5
Huon Valley Community amp Economic Profile 6
Key Statistics 6
Employment 7
Key Industry Sectors 7
Businesses 8
Geeveston Community amp Economic Profile 9
Key Statistics 9
Employment 10
Key Industry Sectors 10
Businesses 11
Drivers of Economic Development 12
Tourism Visitation 13
Assessment of Geeveston as a Visitor Destination 16
Geeveston Town Hall Precinct 18
Geeveston Township Context 18
Current Use and Use Issues 18
Assessment of the Town Hall Building 19
National and International Perspectives 20
Global Adaptive Reuse Project Case Studies 20
Australian Town Hall Redevelopment Project Case Studies 27
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 2
Stage One Stakeholder Engagement 40
Stakeholder Meetings 40
Stakeholder Workshop 40
Geeveston Town Hall SWOT Analysis 44
Strengths 44
Weaknesses 44
Opportunities 45
Threats 45
Situational Summary 46
Vision amp Objectives 47
Recommended Vision amp Intent for Geeveston Town Hall 47
Recommended Objectives 47
Development Strategy Options 48
Primary Options for Development and Use 50
Stages of Development 52
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 3
Executive Summary
This feasibility study for Huon Valley Council has been prepared within the context of planning for the future of the Geeveston Town Hall (GTH)
Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building for the future
This project has considered the issues surrounding the economy of the area drivers of tourism visitation to the area issues surrounding the GTH building itself and adaptive reuse examples from other parts of Australia and the world in circumstances where an historical public asset requires a new future
Importantly this project has sought community ideas and feedback through a formal stakeholder workshop and conversations with a range of community and industry stakeholders This has provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre
2 Museum interpretation centre
3 Gallery amp exhibition space
4 Flexible events space
5 Hospitality services (cafeacute restaurant commercial kitchen)
6 Integrated tourism operations
7 Seafood experiences
8 Public amenities
Architectural concept drawings will need to be further developed in conjunction with the project architect Preston Lane showing the special characteristics and use detail and demonstrating how the building could be renovated improving its utility for these purposes
These use opportunities and design concepts will be offered for public consultation in July 2015
A detailed business plan will be developed for the preferred use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 4
Scope and Purpose of the Feasibility Stage
The scope of this stage of work as per the project brief is as follows
Core Objectives
To assess identified options to enable a recommendation to be made on the most viable and sustainable option for the centre
Assessment will include
Consideration of each identified option
Consider industry best practice for each of the identified options
Identification of potential impacts on the building and its infrastructure for each option (ie space required fit out people flow through building access
requirements etc)
Cost benefit analysis for recommended option identified
Work Tasks
1 Research uses for town halls and key central public assets across other townships in Australia and overseas Find as much comparative data and descriptive
information as is feasible to inform the project team and stakeholders
2 Record and assess each configuration in a comparative analysis Qualify the differences and benefits of different approaches taken elsewhere
3 Consult with industry professionals in networks with Australian and global experience to gather ideas experiences and advice
4 Generate key concepts for development
5 Map the requirements
a uses business types and offerings
b impacts on local township businesses
c technical requirements for each use
d site user issues
e asset development issues and
f estimate base costs to develop
6 Generate alternatives for the site within the feasibility study that should be considered This will link closely to any possible concept alternatives within the
design process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 5
Referenced Documents
The following Huon Valley Council publications were read as background information in the development of this feasibility study
2010-2015 Strategic Plan
2014 ndash 2015 Annual Plan
Huon Valley Council Economic Development Strategy
Heritage Park Site Development Plan
Huon Valley Regional Tourism Strategy
Huon Trail Marketing Plan 2014-15
Far South Regional Tourism Strategy
Arts amp Heritage Strategy and Action Plan 2012 ndash 2017
Community Engagement Framework
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 6
Huon Valley Community amp Economic Profile
The Huon Valley is a vibrant semi-rural community located a comfortable 30-minute drive south of the Tasmanian capital city Hobart It is Australiarsquos southernmost municipal area with a population of more than 15000 people
The Valleyrsquos 5497 square kilometres is dominated by meandering waterways and forested hills The regionrsquos fertile landscape produces a dazzling array of quality foods that has helped Tasmania earn its reputation as a food-lovers paradise
The Huon Valley is also a haven for yachting and boating enthusiasts with easy access to the Huon River and DrsquoEntrecasteaux Channel These waters offer world class fishing sailing diving and rowing experiences
Our magnificent waterways are not the only attractions The area is also renowned for its mushrooms wine seafood fruit and other gourmet delicacies The gourmet food festival Taste of the Huon held each year in March is a weekend celebration of the best produce the Valley has to offer
Source httpwwwhuonvalleytasgovauregion
Key Statistics
Resident population 15140
Median age 42
Number of households 5812
Median total household income ($weekly) 868
Unemployment rate 66
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 7
Employment
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 8
Businesses
There are approximately 1175 businesses in the Huon Valley region encompassing Huonville ndash Franklin Geeveston ndash Dover and Cygnet The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 9
Geeveston Community amp Economic Profile
Geeveston is a small township nestled in the lower reaches of the scenic Huon Valley It has a strong apple growing and forestry heritage and today caters for travelers exploring the nearby forests Hartz Mountains National Park and Picton and Huon rivers
Surrounded by rolling hills and the nearby mountains Geeveston has a range of shops eateries and local attractions and a main street full of hand-carved timber sculptures of famous locals
Apple orchards grow in the lush green valleys nearby and during autumn visitors can buy buckets of Pink Lady Crofton Geeveston Fanny Apple Red Delicious Granny Smith and Fuji apples from roadside stalls
Theres also a creative community of artists and makers who sell their wares on the main street and at a regular market
West of Geeveston is the Tahune Forest Reserve and the popular Tahune Airwalk Here you can walk amongst the treetops past rare species some found only in Tasmania The walkway rises up to 48 metres above the ground and extends for around half a kilometre over the Tahune State Forest and Picton River
Source httpwwwdiscovertasmaniacomauaboutregions-of-tasmaniahobart-and-southgeevestonwhat-to-do|page-1
Key Statistics
Resident population 1430
Median age 41
Number of households 549
Median total household income ($weekly) 765
Unemployment rate 77
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 10
Employment
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 11
Businesses
There are approximately 278 businesses in the Geeveston ndash Dover area The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 12
Drivers of Economic Development
Although it is outside the scope of this project to plan more broadly the economy of the region as Council already has an Economic Development Strategy it is still important to focus on the drivers of economic performance as they are related to the Geeveston Town Hall and the overall Geeveston township and surrounding region
Below are performance measures and targets offered for discussion and further clarification within the context of this project It must be recognized that a singular building development is incapable of being responsible for the total performance of a region however it is also important for this planning project to identify with the overarching objectives for the region One of the major drivers of growth for the region is tourism as this is a natural strength of the region and also a key driver of opportunities where scale and economic diversity can be achieved
Industry Performance Measures for Discussion
Industry Performance Measure
Tourism and Hospitality Room night stock
Visitors to region (total visitors to Geeveston)
Length of stay (nights)
Average spend during stay
Jobs by business type
Jobs created in annual period
$ investment in new activities and assets
Number of new businesses
Other Industries
Seafood and fisheries
Forestry
Creative industries
Jobs by sector
Jobs created in annual period
$ investment in new activities and assets
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 13
Primary production (farming)
Manufacturing (food industrial commercial and consumer goods)
Retail (food consumer goods)
Services (health education transport etc)
Number of new businesses
Tourism Visitation
The Huon Valley
The Huon Valley prides itself on its pristine environment rich living history strong maritime connections temperate wilderness unique accessible wildlife world renowned food and wine and seasonal climate variations
The Huon River is an iconic natural feature of the Huon Valley and weaves its way through the five main townships of Huonville Franklin Cygnet Geeveston and Dover The region has a long maritime and forestry history and is augmented by a rich cultural heritage
The Huon Valley encompasses two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks
Tourism is a key economic driver in the Huon Valley and the region leverages from its two major tourist attractions ndash Tahune Airwalk and Hastings Caves and Thermal Springs
Source Huon Valley Attractions and Experiences Prospectus ndash April 2013
The table below shows a range of statistics based on interstate visitation to Tasmania from January 2011 to December 2014
The Huon Trail commences at Taroona and travels south to Kingston where it splits into two distinct areas of the Huon Valley and DrsquoEntrecasteaux Channel areas Interstate touring route holiday visitors to the Huon Trail increased 23 in 2013 from the previous year and further increased by 32 in 2014 to 154007 visitors
In the 12 month period from January 2014 to December 2014 there were 55687 interstate visitors to the Tahune Airwalk down 20 from the previous year and 22911 interstate visitors to Hastings Caves and Thermal Springs down 11 from the previous year
It would appear from the data below that new accommodation came online in both Cygnet and Huonville during 2014 with a significant increase in overnight visitor numbers and nights stayed in these locations However it is noted that this data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 14
Jan 2011 - Dec 2011 Jan 2012 - Dec 2012
change from
previous period Jan 2013 - Dec 2013
change from
previous period Jan 2014 - Dec 2014
change from
previous period
Day Visitors
Dover (Until June 2006 from July 2007) (Visited) 12141 12439 245 13610 941 12330 -940
Geeveston (until June 2013) (Visited) 38243 37663 -152 26013 -3093 - -
Cygnet (from July 2013) (Visited)~ - - - 14341 - 37329 16030
Huonville (Visited) 73169 68188 -681 75154 1022 67202 -1058
Cockle Creek (from July 2005) (Visited) 9085 7179 -2098 8132 1327 8046 -106
Overnight Visitors
Dover (Until June 2006 from July 2007) (Overnight) 8157 5610 -3122 7906 4093 9223 1666
Geeveston (until June 2013) (Overnight) 5616 7092 2628 4481 -3682 -
Cygnet (from July 2013) (Overnight)~ - - 2521 - 10914 33292
Huonville (Overnight) 15009 12819 -1459 17891 3957 25069 4012
Cockle Creek (from July 2005) (Overnight) 4175 4819 1543 5349 1100 6182 1557
Total Number of Nights Stayed^
Dover (Until June 2006 from July 2007) 37159 66172 7808 18601 -7189 27257 4654
Geeveston (until June 2013) 36663 19441 -4697 8153 -5806 - -
Cygnet (from July 2013)~ - - - 9343 - 75362 70661
Huonville 103104 96799 -612 68458 -2928 140297 10494
Cockle Creek (From July 2005) 11035 12242 1094 14947 2210 12932 -1348
Average Number of Nights Spent^
Dover (Until June 2006 from July 2007) 46 118 720 24 -940 3 06
Geeveston (until June 2013) 65 27 -380 18 -090 - -
Cygnet (from July 2013)~ - - - 37 - 69 32
Huonville 69 76 070 38 -380 56 18
Cockle Creek (From July 2005) 26 25 -010 28 030 21 -07
Average Spend per Visitor ($000)
Average Expenditure per Visitor 1631 1542 -0089 153 -0012 1645 0115
Holiday 2425 217 -0255 2224 0054 2284 006
VFR 088 0949 0069 0862 -0087 0997 0135
Business 113 1166 0036 1153 -0013 1112 -0041
Other 1585 1809 0224 1371 -0438 1336 -0035
Attractions Visited
Tahune Forest Airwalk (from July 2001) 56747 54166 -455 69802 2887 55687 -2022
Hastings CavesThermal Springs 22105 22011 -043 25817 1729 22911 -1126
Touring Route Holiday Visitors
Huon Trail 128232 121686 -510 149298 2269 154007 315
Places stopped and looked around but did not stay overnight
This data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Visitor data for Geeveston was collected until June 2013 so the Jan 2013 - Dec 2014 represents only a 6 month period
~ Visitor data for Cygnet was collected from July 2013 so the percentage change from the previous 12 month period is based on only a 6 month period in the Jan 2013 - Dec 2014 period
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 15
Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk The forests in the region provide the idyllic setting for bush walking fishing bird watching and mountain climbing and biking
As detailed in the table above in the 6 month period from January 2013 to June 2014 there were 26013 day visitors and 4481 overnight visitors to Geeveston from interstate staying an average of 18 nights
It is hard to comment accurately on current visitor trends in Geeveston as Tourism Tasmaniarsquos Tasmanian Visitors Survey ceased collecting data for Geeveston in June 2013 However visitor numbers to the township appeared to be on track to increase in 2013 with 26013 visitors in the 6 month period from Jan 2013 to June 2014
Source Tasmanian Visitors Survey 2014
Tahune Airwalk
Interstate visitors to the Tahune Airwalk were up 29 in 2013 from the previous year but dropped 20 in 2014 to 55687 Source Tasmanian Visitors Survey 2014
Based on this 80 per cent of visitors to Tahune Airwalk are from interstate with the remaining 20 per cent from intrastate
The table below shows Tahune Airwalk ticket sales from 201112 to present
201112 201213 201314 201415 (ytd)
201516 (forecast)
Total Tahune Airwalk Ticket Sales 63566 72982 69347 70759 80000
sold onsite 40 50 55 55
sold online 10 10 10 10
sold at Geeveston Forest amp Heritage Centre 45 35 30 30
sold through TTICs (Hobart amp Huonville) 5 5 5 5
Source Forestry Tasmania May 2015
Total visitor numbers to the Tahune Airwalk have been steady at around 70000 tickets sold per year for the past 3 years Ticket sales through the Geeveston Forest and Heritage Centre have slowly decreased from around 45 to 30 over the past 3 years currently representing approximately 23000 sales as the share of onsite ticket sales has increased Source Forestry Tasmania 2015
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 16
Tickets sold through the Huonville TTIC represent less than 1 with only 701 bookings made to date this year Source Huonville TTIC May 2015
Hastings Caves amp Thermal Springs
Interstate visitors to Hastings Caves and Thermal Springs were up 17 in 2013 from the previous year but dropped 11 in 2014 to 22911 Source Tasmanian Visitors
Survey 2014
The majority of tickets are sold online or onsite
Tickets sold through the Huonville TTIC represent less than 1 with around 100 bookings made each year Source Huonville TTIC May 2015
The Geeveston Forest and Heritage Centre has not been a great promoter of Hastings Caves with only 400 brochures supplied per annum in previous years
It is noted that in the last period that the Geeveston Town Hall operated as a Visitor centre sales of tickets to Hastings Caves represented around 1000 tickets
A conversation held with manager of Hastings Caves indicated that they are very supportive of improving visitor services within Geeveston and are very keen to be involved in establishing a greater level of interpretation and promotion of the experience
Assessment of Geeveston as a Visitor Destination
Based on an assessment of the total list of tourism related businesses for the region there are clearly some significant strategic gaps that need to be addressed for Geeveston and the South to generate greater yield from organic visitation and encourage growth of tourism market share
Most notably the major gaps in developing a more robust tourism economy are as follows
Gap Indicators
Inadequate visitor information services There are estimates of as many as 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek visitor information about surrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unable to purchase or book anything other than tickets to the Tahune Airwalk The closest TTIC is located at Huonville
Undersupply of accommodation options for all segments of the tourism market
In 2014 visitors stayed a total of 140297 nights in Huonville and 75365 in Cygnet a total of 215662 nights The number of visitor nights captured in Geeveston has significantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston is relatively unchanged and there is opportunity to capture a larger share of visitor nights
Undersupply of wilderness and agritourism As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 17
attractions and experiences wilderness waterways and environmentally based tourism experiences Considering the proximity of two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks and the strength of the agricultural sector an assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
Undersupply of hospitality services to satisfy visitor requirements
An assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of hospitality services for visitors There are a total of three hospitality providers in Geeveston
Bakery
Cafeacute
Massaki Sushi
It is noted that there is an inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there is opportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
Lack of dynamism and contemporary presentation for the history and heritage of the region
Capital expenditure on the streetscape and the main street buildings has been very minor with little change over many years
The format of the current Geeveston Forestry and Heritage Centre displays is not contemporary and is not managed to actively encourage re-visitation
An obvious gap in the appeal of township facilities and amenities to encourage a feeling of comfort and enjoyment ie creating social spaces in which people want to stay and spend time
General visitor services are not up to standard compared to other places with high quality facilities
The recognised natural advantages that the region holds in terms of wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the far south are well noted as ldquoday triprdquo destinations from Hobart or Huonville Geeveston needs to reposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 18
Geeveston Town Hall Precinct
Geeveston Township Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated as a visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community business model
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has a strong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelings of well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wish to activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see as valuable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania do not intend to continue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This business includes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestry operations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays and similar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver of visitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction with visitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the area Geeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead the Forestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centre have shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for the township and all tourism and visitor activities the region has to offer
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 19
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatly interested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to be regularly involved Even the Geeveston Records and Historical Society are rarely involved in the site to organize events or to manage the presentation layout for the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalk tickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from this activity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas Some observations include
The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy the place
The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural advice to plan for
contemporary commercial and community use
The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access and to
appreciate the surrounding offering of main street Geeveston
There is ample parking adjacent to the building that already services commercial and private road users
The building is within close proximity to Heritage Park that currently has a master plan under development
The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to other sites
of this type
Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great potential for
refitting for multipurpose use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 20
National and International Perspectives
Global Adaptive Reuse Project Case Studies
The following case studies have been gathered from across global markets and showcase some significant adaptive reuse projects Although these international examples are of an industrial scale they provide lsquofood for thoughtrsquo and inspiration
Battersea Power Station England
Images Battersea Power Station and Keith Evans
Easily one of the most recognised landmarks on the banks of the River Thames in London Battersea Power Station has been lying abandoned for decades Like the old power station just around the bend of the river ndash the Tate Modern ndash there have been calls to pull down the dilapidated structure for a number of reasons Some said that due to its size it would be too expensive to redevelop others claimed that the elements had given it such a bettering over the years that it had become relatively unsound Now after numerous failed attempts to revive the building and immediate area plans for one of the biggest redevelopments the south bank of London is yet to see are afoot and they certainly look impressive Proposed by Dublin-based Treasury Holdings the new design will see a mainly industrial area of London go green which is what the potentially lucrative Nine Elms area around Battersea has been crying out for The new pound55bn scheme includes plans for 3700 homes built alongside offices shops and restaurants on the 40-acre site The famous chimneys are to be restored to their former glory and the landmark building will house a conference centre among other things The new plans will also offer uninterrupted views of the Palace of Westminster on the opposite banks one of the stipulations of the new development and the reason Treasury Holdings earlier plans which included a huge lsquoeco-domersquo (pictured above) were rebuked
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 21
Sewage Silos Netherlands
Images Arons en Gelauff
Early in 2009 Amsterdam city planning ran a competition for an adaptive reuse project concerning a former sewage treatment plant in the Zeeburg district of the city The winning design was a proposal for a multifunctional cultural centre which would house exhibition spaces a media centre movie theatre and theatre hall crowned by a rooftop restaurant in one silo and an open rooftop playground in the other
The winning plan was inspired by Hollandrsquos most popular childrenrsquos book author the late Annie MG Schmidt hence the playfulness of the design Arons en Gelauff architects involved in the project said the main aim was to ldquobreathe new life into the silos transforming them into an inspiring and lively place which will help shape the character of the new Zeeburgereiland housing districtrdquo The Annie MG Schmidt House is marked for completion in 2011
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 22
Gasometer City Vienna
Images Andreas Poeschek and via Dornob
One of the most successful residential reuse projects is Gasometer City in Vienna Austria Four immense disused gasometers were successfully revamped in the late lsquo90s and have since become infamous in the world of adaptive reuse
Built in 1896 when Viennese authorities decided to invest in large-scale coal gas and electricity supplies the gas plant serviced the locale and beyond for a good 88 years until it was shut down permanently in 1984 after natural gas supplies took over Although life in the cylinders didnrsquot completely disappear raves were hosted from time to time popular because of the acoustics inside the drums and one housed a set for the movie James Bond The Living Daylights Then in 1995 the decision was made to revitalize the gas plant
With the proviso that the brick exterior of the gasometers was to be kept intact each gasometer was remodelled by a particular architect Jean Nouvel (Gasometer A) Coop Himmelblau (Gasometer B) Manfred Wehdorn (Gasometer C) and Wilhelm Holzbauer (Gasometer D) all four with specific zones for living working and entertainment The result produced a vast walled city within a city The unique redevelopment has since become a sought after place to live with a close-knit inner community and is looked upon as a very successful example of adaptive reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 23
Tate Modern London
Images Walk Talk Tours Jim Linwood Bleuchoi Andrew Dunkley and The First Word
Reaching high into Londonrsquos skyline is the Tate Modern a magnificent old oil-fired power station which now houses an international collection of contemporary art dating from 1900 onwards It has become the most visited tourist attraction in London surpassing even the National Gallery and the British Museum and the most visited modern art museum in the world
Designed by Sir Giles Gilbert Scott who incidentally also designed Battersea Power Station and one of Britainrsquos other iconic symbols ndash the red telephone box the original Bankside Power Station was built in two stages from 1947 to 1963 finally turning off the pumps in 1981 For a long time the building was under the beady eye of developers who were quick to mark it for demolition but after impassioned pleas by campaigners to save the building were heard a competition for redevelopment ensued and at the beginning of 1995 Swedish architects Herzog and de Meuron won the battle to build Londonrsquos next big thing
The gallery opened to much acclaim in 2000 and has attracted more than 30 million visitors since Its success is partly due to its situation on the banks of the Thames but also because of the use of space within the building The main Turbine Hall a huge space of 3400 square metres that once housed the main electricity generators was fortunately left in its original form providing a vast gallery for art installations that often require public interaction and appreciation of the space It is this space and its ability to be so successfully transformed time and time again that has changed peoplersquos perceptions of art which is no doubt so much more than the architects were hoping for in their redesign
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 24
Water Plant Berlin
Images via One Eight Nine
When two artist friends Michael Elmgreen and Ingar Dragset decided to set up a livework space they didnrsquot bargain on getting such a good deal For just US$700000 the DanishNorwegian pair purchased a disused water pumping station in suburb very close to Berlin City Centre The building had been left empty since the early 1990s with few interested buyers as it was located in the middle of a residential district ndash no longer right for industrial use and too awkward to be tackled by some developers ndash so Elmgreen and Dragset jumped at the chance to work their magic on the generous space
The artistic partners who have exhibited around the world enlisted the services of two young architects Nils Wenk and Jan Wiese to help transform the pump house into an artistrsquos workspace and home It was important they applied concepts from their art into the redesign and a love of spatial challenges saw them breaking down more walls than were built
ldquoWe deliberately made the borders between the work and living spaces fleetingrdquo Ingar Dragset told the New York Times ldquoThe combination of vast floor space and the small quirky nooks means you can be very hidden here or very exposed depending on your moods or needsrdquo
Even after getting happy with a sledgehammer the old water pumping station now accommodates two separate private areas for the artists a generous kitchen four bathrooms an attic living room and some of the most spectacular light-filled living and working spaces
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 25
Cafeacute Restaurant Amsterdam
Images Wili_hybrid and Cafe Restaurant Amsterdam
Housed in a former water-processing plant Cafe Restaurant Amsterdam is one of the cityrsquos chicest eateries Dating back to the late 1800s the building is left mostly intact with the main pumps proudly on display in the main part of the restaurant The large space is lit with huge floodlights in the evenings reclaimed from the former Ajax and Olympic football stadiums in the city The interior may look crude to some but to other it offers a unique dining experience and will always provide a talking point when therersquos a lull in the conversation
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 26
CasaComvert Milan
Images Giuliano Berarducci and studiometrico
A number of years ago clothing design company Comvert asked Milan-based interior architects Studiometrico to find a new HQ for their growing company that would fit a very particular brief Comvert ndash a company founded by four skater friends in 1994 design produce and distribute snowboards clothing and accessories for both skate and snow boarders under the brand name bastard ndash wanted their new space to house their flagship shopfront a design studio office warehouse and a useable skate bowl all within the one building And in spring 2005 Studiometrico came up trumps they had found an old 1950rsquos cinema big enough to fulfil all Comvertrsquos needs
Studiometrico retained as much character of the old building as possible in fact the foyer which is now the administration centre of the building looks relatively untouched while the dress circle has been converted to an amazing design studio and office space providing the perfect creative working area But it is the suspended skate bowl that makes the refit so successful Hanging six metres about the warehouse space the skate bowl affectionately known as bastard bowl fills what was once the void above the seating area in the cinema and is the main pride and joy of the Comvert partners who must have to pinch themselves when they go to work every morning ndash if only everyone was so lucky
Source httpwwwarchi-ninjacomexcellent-examples-of-adaptive-reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 27
Australian Town Hall Redevelopment Project Case Studies
The following examples of adaptive reuse of public town halls and civic buildings within Australia are of a smaller scale and are a much more direct comparison to the Geeveston Town Hall situation Although many of these are larger buildings and in larger population centers the historic use and new use opportunities are similar The desk research process has uncovered summary information and we have held an interview with the most relevant project (Murray Bridge Town Hall South Australia)
Ballarat Civic Hall Redevelopment ndash City of Ballarat Victoria
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 28
In 2012 SGS Economics amp Planning were commissioned by the City of Ballarat to explore options for reuse or redevelopment of the existing structure of the Civic Hall as a performing arts andor function venue and detail a shortlist of preferred options This could extend to options that involve partial demolition alterations or additions to the building
The full suite of uses of the Ballarat Civic Hall as a performing arts or function venue was scoped through discussion with the City of Ballarat and included
Performing Arts Uses Function Uses
TheatrePlayhouse
OperaticBallet Theatre
Multipurpose Performing Arts Venue
Secondary Education Performing Arts
Tertiary Education Performing Arts
Performing Arts Training Facility
Exhibition Venue
Conference Venue
Reception Centre
Nightclub
Live Music Venue
Dance Hall
Offsite School Function Facility
Cinema
Two other uses were identified for the site
University Student Accommodation
Visitor Information Centre (VIC)
Each potential use identified was analysed against demand and supply with reference to demographic and visitors data If there appeared to be insufficient demand to support an activity even as part of a shared facility at the Civic Hall it was eliminated from the process
The following uses of the Civic Hall appeared to be supported by demand and were largely compliant with Council policies for the use of publically owned and administered spaces
A multipurpose venue that accommodates medium to large exhibitions (ideally 1000 ndash 2000 square metres) and performing arts classes training and
performing arts company administration offices (This could theoretically be achieved with the use of moveable partition doors to create divisible spaces for
exhibitions and performing arts spaces)
A mid-size (greater than 300 and less than 3000 patrons) indoor live music venue
A range of financial modelling and social impact assessment was undertaken on the two preferred options
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 29
Societal cost benefit analysis demonstrated that the multipurpose venue option would not provide sufficient community benefits to outweigh the cost of redeveloping and operating the Civic Hall Financial analysis showed that income from the various uses of the site as a multipurpose venue would be insufficient to offset the publically incurred cost of operating the facility for this purpose
Societal cost benefit analysis demonstrated that the live music venue option provided significant user benefits to live music event attendees and increased the offering of live music performances (across a variety of genre) in Ballarat However a live music venue would result in a weak positive cash flow during the operating phase with a failure to pay back the initial investment
Source httpwwwballaratvicgovaumedia1867737ballarat_civic_hall_reuse_redevelopment_final_reportpdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 30
Bay Discovery Centre amp Glenelg Town Hall Service Review ndash City of Holdfast Bay South Australia
In February 2008 Hudson Howells was engaged by the City of Holdfast Bay to undertake a review of the Bay Discovery Centre (BDC) as a community and visitor service and evaluate the current and future commercial tenancy options for the Glenelg Town Hall (GTH) building as a whole with the goal of making the BDC and the GTH building generally more financially viable for Council
It is noted that the City of Holdfast Bayrsquos Economic Development Strategy has three key objectives
Tourism
Shopping amp activity precincts and
Business development and employment generation
The question is whether the GTH is the right location for the BDC and whether the GTH could be put to an alternative use that would generate a better community benefit
A stakeholder workshop identified the high priority space usage and tenancy options for the BDC and GTH generally as
Tourist visitor information centre
Combined library Internet history centre Council customer service centre with cafeacute coffee shop
Museum of South Australia
Gift shop ndash merchandising souvenirs
Glenelg Town Hall
The GTH is in an outstanding location but the design of the building its faccedilade and its heritage listing conspire to severely limit its commercial appeal
Council has the BDC as a tenant but it is questionable whether this is the optimum location for a museum interpretive centre
The building lacks lsquostreet presencersquo and this is likely to be an ongoing problem given its state heritage listing
This attribute makes the building unattractive to potential retail and hospitality tenants but might not be such a problem for the professional business services
sector This makes attracting additional tenants problematic
The faccedilade of the GTH is dull and uninviting and the Moseley Square entry foyer is not overly welcoming
Parts of the GTH are in disrepair and a large amount of space is under-utilised
Given its location a significantly refurbished GTH site could generate the following income
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 31
Retail space $700 - $800 per square metre per annum
Restaurant space $300 - $500 per square metre per annum
Office space (new) $300 per square metre per annum
o In its current state the GTH might generate in the order of $100 per square metre per annum as office space
Other possible options identified for the Glenelg Town Hall include
Boutique hotel
Grannypackers lodge
Function conference centre with or without a hospitality training school
If the GTH was converted into a hotel lodge or function centre what would become of the BDC
Bay Discovery Centre
The BDC has recorded significant visitor growth over recent years
The BDC plays a major role in entertaining informing and educating not just the Holdfast Bay community but also national and international visitors
The BDC has relatedly high running costs
The BDC has little visual street presence ndash potential visitors typically need to be lsquoalertedrsquo to discover it
The BDC has little in the way of neighbouring establishments that are likely to draw foot traffic
The display space lacks flexibility and is constrained by limited floor space
The gallery space is on the mezzanine floor
The BDC is located away from other Council services notably the history centre the libraries and the customer service centre
There was strong support at the stakeholder workshop for a lsquoone stop shoprsquo that would include a customer service centre history centre library internet cafeacute community centre museum and visitor information centre In addition a volunteer training centre could be considered for inclusion
Conclusions
There are opportunities for the BDC and GTH to become revenue neutral
There is a broader strategic issue which needs to be addressed by Council and that is one of potentially consolidating a range of Council services into a lsquoone stop
shoprsquo
The GTH is currently under-utilised but has the potential to be adapted to more suitable economically viable uses such as a boutique hotel grannypackers
lodge or function conference centre with or without a hospitality training school
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 32
The Visitor Information Centre incorporating a gift shop currently operated by the Dolphin Cage could form part of the BDC and contribute in the order of
$90000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to introduce an entry fee which could contribute in excess of $100000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to increase revenue from school groups and bus tours to offset the BDCrsquos operating costs
Stage 2 of this project will comprise a Key Issues Paper and Recommendations specifically addressing issues critical to the BDC and the GTH becoming revenue
neutral Council operations
Source httpswwwholdfastsagovauwebdataresourcesminutesAgendas294_-_Attachment_3a_-_240608pdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 33
Gawler Connect ndash Town of Gawler South Australia
Gawler Connect is an exciting new proposed infrastructure project aiming to rejuvenate Gawlerrsquos Town Hall Institute and Main Street into an Arts Cultural and Community Hub The population of Gawler is predicted to double to 40000 in 10-15 years and there will be an increasing demand on civic and community services
The proposed project will create a lsquoSmartrsquo Library Youth Lounge amp Multimedia Performance Space Cultural Heritage Gallery and Heritage Research Centre Community Arts Space a new National Broadband Network Co Office and Business Incubator Center as well as a street front Tourism and Visitor Centre and Cafeacute with multipurpose spaces available for community use
Gawler Connect will create a vibrant regional Cultural Hub ndash bringing people together in a safe and freely accessible space that inspires all generations through the provision of a range of state-of-the-art spaces and services with an arts and cultural focus The inclusion of a new Tourism and Visitor Centre and Cafeacute co-located with an interpretive heritage gallery fronting the main street will create a vibrant focus and have a flow on effect in attracting visitors and new investment into cultural tourism and the region
Key features
A lsquoSmartrsquo interactive Library with state-of-the-art IT facilities
A National Broadband Digital Services Centre
Digital Media Arts amp Cultural Performance Spaces
Cultural Heritage Exhibition Gallery
A Multi-media Youth Lounge
Heritage Research Centre
Business Incubator Program
Tourism amp Visitor Centre
Cafeacute
Council Customer Service Desk
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 34
Benefits to the community amp region
A major infrastructure project creating local job opportunities
Restoration conservation and adaptive re-use of two State heritage-listed buildings
Significant art heritage and cultural collections on display
Provide space and support for local and regional performing artists
Revitalisation of Gawler Main Street precinct
The project timeline is proposed from October 2013 to December 2016
Council-managed cash contributions for the overall project of about $25 million are proposed (this is in addition to the other allowable Council matching contributions) Council is proposing to raise about 60 of the additional $25 million from a range of potential partners including regional corporate businesses businesses involved in major developments in the region tertiary institutions the State Government and a Community Fund
Source httpwwwgawlersagovaupageaspxu=737
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 35
Murray Bridge Town Hall Cultural Precinct Study ndash The Rural City of Murray Bridge South Australia
Images from Grieve Gillet httpwwwgrievegillettcomaumurray-bridge-town-hallc1n3l
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 36
In 2008 Grieve Gillett was engaged by The Rural City of Murray Bridge to provide a Feasibility Study for the re-development of the Town Hall ndash a significant community asset The Council wishes to develop the Town Hall into a multi-purpose complex of excellence catering to the arearsquos diverse range of community groups residents and visitors
The study looked at options for transforming the building into a multi-purpose lsquoCultural and Performing Arts Centrersquo along with associated works to redevelop the street area on Sixth Street
To complete the Feasibility Study Grieve Gillett carried out the following
Preparation of floor plans of the existing building
Review of the current capacity of the building structure in line with Councilrsquos reports from consultantrsquos relating to the condition assessment defect audits and
structural assessments
Assess and identify user needs and any potential user gaps of the Town Hall facility
Determination of desired usage and development scenarios
Preparation of concept designs that will cater for proposed future uses
Preparation of the estimate of costs of proposed alterations to the building
Options to re-develop Sixth Street between Bridge Street and Fifth Street into a pedestrian-friendly precinct in conjunction with the Town Hall Re-
development Specifically Council requested an exploration of
o Mall with no vehicular movement
o One way road and widened footpaths
o Shared Zone
Presentations of proposals to Council and the Town Hall Project Management Group
Option 1
This option reclaims part of Sixth Street and extends the building to the full extent of the existing pavement line Sixth Street itself becomes one way with traffic travelling in a westerly direction The building opens out onto a plaza area providing additional foyer space suitable for alfresco dining A wide footpath runs alongside following the slope of the land whilst a new ramp is provided at the west end of the building to provide access for people with disabilities at that end
A small through-lift is provided in the north-east corner of the building adjacent to the north-east entry to allow disabled access to the first floor This allows the first floor area to be potentially leased out providing the Council with rental income
A small commercial kitchen is also located in the north-east corner
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 37
In the Hall itself the performance space has been relocated in front of the proscenium arch The stage itself has been removed and the space reutilised as storage areas and an access change room Retractable tiered seating is installed in the space within a partition wall that also forms the theatre lobby
On either side there are stairs to the gallery floor level providing additional seating and the control room
The roof over the new foyer in Option 1 has a 29deg pitch with the roof meeting the existing south stone wall above the existing first floor window line (refer to drawing 07027-SK-05 Long skylights are provided at regular intervals to allow an abundance of natural light
Option 2
Option 2 follows the same plan arrangement as Option 1 but the proposed foyer area is enclosed in a 2-storey high glazed Foyer with solid corners (refer to drawing 07027-SK-06) Our Cost consultant has advised that Option 2 will cost in the order of $560000 more than Option 1
Major Considerations for the Study
Carparking ndash Aim of increasing the general pedestrian amenity of the precinct without reducing the number of car parking spaces that currently exist
Traffic ndash Consideration of a mall with no vehicular movement a one way road with widened footpaths and a shared zone
Pedestrian Mall ndash The advantages of creating a pedestrian Mall would be far outweighed by the disadvantages of loss of car spaces loss of through access and management of delivery and emergency vehicles
Shared Zone ndash A shared zone results in a compromised pedestrian zone and a compromised vehicular solution A one-way solution will improve pedestrian amenity while maintaining good vehicular access and retain on-street parking
Cost Estimate
Total cost including associated fees (ex GST) = $5929000
Potential Income
The upgraded The Town Hall will have a range of facilities that will be capable of generating income
First Floor Offices - 195 square metres of office space for lease on the upper level This will be accessible direct from Bridge Street with its own street address
Current commercial rentals in Murray Bridge suggest that a gross annual rent in the order of $3500000 could be expected
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 38
Other income generation opportunities include
Cafeacute
Kitchen (either linked to the cafeacute or as a separate entity for catering opportunities)
Auditorium and Foyers (community functions weddings conferences corporate training
Source httpwwwmurraybridgesagovauwebdataresourcesfilesgrieve_gillet_reportpdf
Notes from Interview with Murray Bridge Town Hall Project
Summit Strategy conducted a phone interview with Faith Box Team Leader Community Development at the Rural City of Murray Bridge in South Australia to gain further information and insights into the redevelopment of the Murray Bridge Town Hall
The project commenced in 2003 and six years of Council planning took place before the Town Hall redevelopment commenced
Some local art groups took residence in the largely unused Town Hall building and developed a small art gallery ndash the visual art concept for the building grew
from this
A project management team was established and made up of elected members Council staff community stakeholders project architect and local builder
Membership changed over time as the project progressed
It was noted that the architect needed to have extensive theatre design experience
It was never intended for the building to be self-sustaining Council was aware that it would need to subsidise the operation of the building
Murray Bridge has a population of around 29000
Primary Uses The redevelopment was staged as follows
1st Stage
Murray Bridge Regional Art Gallery Premium art space which became a visual arts hub First stage showed the community the potential the building could have
2nd Stage
$750000 renovation ($500000 from Country Arts) Sculpture Court Shared space
3rd Stage
$4M redevelopment of rest of building
Auditorium ndash state of the art AV lighting seating etc
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 39
Workshop spaces for visual arts
Storage spaces
Green rooms meeting rooms conference spaces
Office space ndash for some Council staff
Foyers
Kitchen
Dressing rooms
Amenities
Options for Sixth St
Options for Sixth Street are currently under community consultation
Sixth Street is in the centre of town
Strong willed business stakeholders are worried about losing parking outside their businesses
Council plan to continually upgrade the street to become a shared space but as a gradual process
Governance amp Income
Managed by Council ndash wages maintenance etc
Some formal arrangements ie one community group gets free use of spaces in return for running gallery shop
Some bookings are charged to user exhibitor but most exhibitions are sourced and paid by Council
No charge to consumers for gallery viewing
The cost to Council per annum is significant
Building could never be completely self-sustaining ndash performing arts could be but visual arts cannot
Challenges
Heritage listed building in centre of town
Ingrained in community ndash didnrsquot want to see building knocked down
Strong willed stakeholders ndash including business owners in Sixth Street
Potential loss of parking in Sixth St
Not self-sustaining
Long planning process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 40
Stage One Stakeholder Engagement
Stakeholder Meetings
Andrew Towns from Summit Strategy has had conversations with a range of community and industry stakeholders in relation to this project These include
Huon Valley Council Councillors
Huon Valley Council Officers
Foresty Tasmania
Tahune Airwalk
GeCo
Geeveston Archives and History Society
Hastings Caves amp Thermal Springs
Destination Southern Tasmania
Makers on Church Street
Southern Furniture Design Centre
Harcourts Real Estate Huonville
Bendigo Bank
Masaaki Koyama
Cassey Faux
Amy Robertson
Leanne McKinnon
Henrietta Manning
Stakeholder Workshop
A stakeholder workshop was held on Wednesday 13th May 2015 at the Geeveston Town Hall The purpose of the workshop was to meet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building including
The importance of the Town Hall to the community living in Geeveston and the visitors to the area
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 41
The role of the building in the mix of retail and tourism service offerings within the township and
Opportunities for development of the building
The workshop provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building This input has been utilised in developing the ldquoVision and Objectivesrdquo section below and the potential future uses for the building
Objectives Identified by Community Stakeholders
From stakeholder discussions to date a number of key issues have been identified that are the drivers of value and sustainability for the Geeveston community
It is important to recognize that there are many community and business groups who will be affected by the performance of the Town Hall and it is thought that the building and its future use will have a direct impact on many facets of the life of people in and surrounding the township and the Huon Valley Region
The objectives recommended below have been distilled from various community input and detailed discussion with Huon Valley Council The stakeholder workshop held on the 13th May 2015 elicited the following overarching objectives and goals that the building should aspire to
The question was asked ldquoWhat are some valid objectives for the site or put another way what should our Town Hall be a part of achieving for the placerdquo
Objective Goal Classification
1 Be owned and run by the community ndash direct involvement Eg Community Board of Management
Governance
2 Be a driver for visitation to Geeveston ndash including overnight visitation To encourage a longer length of stay
Economy ndash Tourism
3 Boost the local economy Economy
4 Be an attraction in its own right separate to the Tahune Airwalk Economy - Tourism
5 To strive to be world class Community
6 Reflect the heritage of the area Have links to current amp future development initiatives for the area ie bike track Heritage Park existing retail
Economy ndash Tourism Community
7 Integration of offerings within the area ndash be a connector Community Economy
8 Be respect the culture history and heritage of the area Historical society to be linked to centre but not placed in the centre
Economy - Tourism
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 42
Tell our stories from past current and future Communicate where wersquore going
9 Attract creative industries to the area Economy Community
10 Contribute to the economic and community wellbeing of the local area and region ndash direct benefits Economy
11 Ongoing financial sustainability Operational Sustainability
12 Maximizing the availability of community capital for cost effective resourcing ndash volunteers sponsorship Operational Community
13 Bringing the community together ndash to develop a sense of community pride and ownership Community
14 Inspire and educate our children Community
15 To connect our community and town to the region and to the world Utilise technology to achieve this Internet access for visitors
Economy ndash Tourism
16 Exploit market opportunities that create new offerings and investment Economy
17 Encourage confidence for investment To achieve relevance distinctiveness motivating ndash is our identity right
Economy
18 To be vibrant dynamic and contemporary ndash not a museum Re-think museum
Community
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 43
Potential Uses Identified by Community Stakeholders
The stakeholder workshop identified the potential future use ideas
Gallery space for world-class exhibitions
Flexible events space and linkage to existing events
Agritourism experiences
Food amp beverage offerings o Seafood aquaculture o Fruit ndash apples cherries o Ciders amp wines o Local food hub ndash provedore o Linkage to farmers market
Art amp craft offerings
Timber history heritage and current offerings
Contemporary interpretation of history amp heritage
Access point for National Parks World Heritage Areas
Linkages to waterways
Tourism o Visitor precinct hub o Visitor information centre o Tourism operators o Linkage to Tahune Airwalk amp Hastings Caves
Accommodation
Small business
Restaurant cafeacute
Meeting conference training amp event space
Linkage with external experiences o Heritage Park o Bike track o Geeveston main street ndash pedestrian mall
Township streetscape theme o Heritage of area o Interpretation o Experiences
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 44
Geeveston Town Hall SWOT Analysis
Strengths
Ideal location in centre of township and on the main street
Ample parking adjacent to the building
Close proximity to Heritage Park
Significant and flexible floor space
The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
Highly interested and committed local resident and business community
There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
Existing banking tenant is stable and critical to the function of the town
The building has a long history of supporting tourism history culture and heritage
The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
The building is structurally stable maintainable and low cost in its current form
Weaknesses
In its current format the building does not encourage visitors to stay and enjoy the place
The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main street
Geeveston
The floor space is currently grossly underutilized
The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and businesses in the
area
The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
A very low level of local community engagement and use even though there is a high desire to do so
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 45
Opportunities
Refocus the buildings purpose on engaging visitors and representing its region
Integration of industries through a multi-purpose occupancy model
To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
To position Geeveston via the Town Hall as the gateway to the southwest
To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
To encourage connections to other surrounding townships and attractions
To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through communication of
clear intent and design
To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community groups
volunteer groups)
Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
To encourage investment and employment through the attraction of new business players and industry spending
Threats
Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
Availability of capital funding to redesign the buildingrsquos purpose
Inaction will cause a rapid and continual degradation of the tourism economy for the region
A lack of confidence in the region will constrain further tourism industry growth
The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more important
economically
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 46
Situational Summary
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate community and economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competing priorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses that have far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the site into the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industries within the region to maximize tourism experiences and promote the Huon Valley brand
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the township itself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or a lack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players but it will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse The section following focuses on that task and sets down the development concepts that we believe can be successful with a focus on both the short term requirements and the longer term vision for the township
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 47
Vision amp Objectives
Recommended Vision amp Intent for Geeveston Town Hall
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a community asset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history its natural competitive strengths and inspires a future of collaboration and industry diversity
Recommended Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community To tell our stories amp respect our history
To connect people with each other
To respect the culture history amp heritage of the area
To contribute to community wellbeing of the local area and region
Economy amp Industry To connect our town to the region and the world
To encourage new industries
To encourage employment amp confidence for investment
To offer our visitors great experiences
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
Operational To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
Governance To achieve continuous and stable governance
To achieve ongoing financial sustainability
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 48
Development Strategy Options
In defining an acceptable strategy for development of the Town Hall and also one that has financial feasibility it is important to consider the medium to longer term demand that will be placed on the performance of the building from different sectors of the Geeveston and Huon Valley regional economy
With the downturn in the forestry sector and the unlikely rapid rejuvenation of the sector this cannot be a priority industry to service The forestry industry is a strong theme from the past however and there is significant heritage value in telling that story about the region and one that will be of interest to visitors if told in a compelling and engaging way
The recognised natural advantages that the region holds in wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the more southern region to it is well noted as a ldquoday triprdquo destination from Hobart or Huonville
It is critical that the Geeveston area offers accommodation hospitality social space and additional retail opportunities to visitors into the future The key question is ldquoWhat will be the driver of change to encourage investmentrdquo There must be a catalyst or even a series of them that are integrated that offer private enterprise the confidence to establish operations in the area
Can the Geeveston Town Hall be one of these catalysts to change of the local economy Our argument is that is can be but only for certain purposes of use
It can be a driver of change and development for the following
1 Tourism promotion and visitor information services
2 Vibrant and engaging creative industries (including story-telling and museum)
3 Social and community events of significance
4 Integration and collaboration of industries
Uses that are not appropriate in our view are as follows
Use Reasoning
Manufacturing Significant goods in goods out operations may be highly counterproductive for tourism operations and the linkage to car parking services Additionally materials manufacturing is likely to produce waste that is unsuitable for other uses
Office space (excepting primary purpose office requirements)
Office space is in low demand and is low value and is likely to restrict the volume of use for other purposes that are more important
Accommodation The site will never support the special requirements necessary to develop substantial
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 49
accommodation facilities and is not able to be adjusted easily into the future leaving the site wholly focused on one primary activity
Wholly government funded operations (ie library radio station health offices)
Due to the volatility of government occupancies and the cyclical nature of centralisation and decentralisation government agencies are often a disruptive tenancy for this specific building type Additionally the building is best focused on encouraging private commercial and community enterprise economic development
This feasibility whilst recognising the potentials must also account for the gaps in supply and economic activity
Proposed Scope of Use
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
Economic growth for Geeveston
Visitor Information
Centre
Museum interpretation
centre
Integrated tourism
operations
Seafood experience
centre
Hospitality
(retail)
Community Events
Arts amp culture
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 50
Primary Options for Development and Use
The following table outlines a variety of purposes that we believe are valid for the Geeveston Town Hall however the special characteristics and use detail needs to be further developed in conjunction with the project architect Preston Lane
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
History amp Heritage Museum interpretation center operator
Historical displays and artefacts managed by the community and Geeveston Archives and Historical Society
Moderate at 20 of the site
Funded via visitor donation subsidised by Council (granted use of public assets or donations)
Low impact
Hospitality (Retail) Cafe
Restaurant
Commercial kitchen
Cafeacute and or restaurant with commercial kitchen for community use
Significant at around 20 of the site
Commercial rates for rented area
Potentially significant dependent on design However mechanical engineering likely to be the greatest cost Commercial kitchen is the largest impact
Community Events Flexible space Flexible space available for rental for use by community groups local artisans and commercial operators
Moderate at around 25 of the site
Sessional rates subject to operator approval
Due to the need to be flexible this space is likely to be low cost but will need to be highly durable due to traffic demands
Gallery and exhibition space
Flexible gallery and exhibition space for interactive displays presentations and curated exhibitions
Commercial rates for rented area
Should have a moderate impact if appropriately designed and fitted
Tourism Visitor Information Base for a satellite visitor Minimal at around 10 Commercial rates for Low impact and low
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 51
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
Centre information centre that focuses on Southwest accommodation experiences and attractions Offering retail local goods
of the site rented area cost
Integrated tourism operations
Collaboration of Southwest tourism experiences involving tour operators and guides adventure tourism and agritourism suppliers
Medium at around 10 of the site
Commercial rates for rented area
Likely to be delayed partly funded by building owner and finished by tenant
Seafood experience centre
Showcase of Tasmanian Salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Potential linkage with hospitality operator
Medium at around 10 of the site
Commercial rates for rented area
Potentially a significant cost due to the uniqueness of the experience and subject matter Potentially a long term attraction
Public amenities Public amenities with access from inside the building
Must include a lift to accommodation the elderly disabled and heavy goods
Minor at less than 5 of the site
Non-lettable area Moderate cost but requires significant works due to its current location and state
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 52
Stages of Development
The redevelopment of the Geeveston Town Hall can be broken into three key stages
Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
Stage Two ndash repurpose for the community and visitors
Stage Three ndash encourage service industry growth amp strategic linkages
Stage One ndash Reset the Base ndash prior to Summer 2015
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
To reinstate a Visitor Information Centre on site that also sells local handmade goods either as stock items or on consignment with strong linkages to the designers retailers
The TTIC must have the ability to represent the region in a compelling way there must be clear interpretation of the region
(lower floor)
Significant generator of visitation to Geeveston encouraging increased length of stay and spend
Prior to 201516 peak tourism season ie Spring 2015
Local handmade arts and crafts
Local markets and events
Community engagement
To include a flexible space that can satisfy community events for local and tourism purposes
(lower floor)
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage
Cultural and heritage To reset the museum component to the upper floor only and include a gallery space that could house exhibitions from local and Tasmanian artists
(upper floor)
Moderate refit impact however full implementation would result in a high impact
Staged development is warranted
Stage one would commence immediately ie prior to summer 2015
Full implementation by end 2016
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 53
Stage Two ndash Repurpose for Community and Increase Capacity ndash through to Dec 2016
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Rentable exhibition space for art and craft designers with potentially significant curated exhibitions into the future
Modest to low given the need to meet minimum standards and be a flexible exhibition space Security and environmental quality issues will be primary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural and heritage presentation of the region
ldquoRe-think museumrdquo
Significant on both space utilisation and required quality of fit out
Maximising artifacts and interpretation value
Long term design
Timing unknown at this stage
Community engagement Development of community enterprise taking a proactive hand in utilising the sitersquos flexible area encouraging creativity and connection
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage and how quickly the community enterprises can develop use activities
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercial kitchen that can also run community events
(lower floor)
Significant due to hospitality kitchen requirements and goods storage and inout facilities
Commencement as soon as practicable however operator identification will force a delay ndash Winter 2016 is the ideal development timing
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 54
Stage 3 ndash Encourage Service Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
Creating a tourism hub Potentially some integration of tourist services onsite Yet to be defined in greater detail
Post 2016 summer period
Creating connections with Heritage Park and its development
Some examples include bicycle hire storage of key rentable equipment music festival outdoor arts displays etc
Emerging linkages that are yet to have clarity
Unknown
Creating connection with surrounding townships
ie via bike track maps and presentations
Accommodation and stop over locations Services offered at regional locations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be the marshaling point for all visitors entering for experiences such as boating kayaking biking bush walking and wilderness visits This may require a range of facilities to accommodate
Unknown
Linkages to local industries Creating connections with the aquaculture industry
ie salmon experiences Massakirsquos Sushi alliance
Related to food tourism and food offerings Could be significant if a seafood experience centre is the concept eg aquarium and other features
Unknown
HUON VALLEY COUNCIL
Geeveston Town Hall
FINAL FOR
HUON VALLEY COUNCIL
Geeveston Town Hall ndash The Future
Business Plan
Prepared by
FINAL FOR HUON VALLEY COUNCIL MEETING
20TH August 2015
The Future
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 2
Contents
Executive Summary 4
Geeveston Town Hall Situation 6
The Township of Geeveston 6
Geeveston Town Hall Context 7
Current Use and Use Issues 7
Assessment of the Town Hall Building 8
Geeveston Town Hall SWOT Analysis 9
Situational Summary amp Opportunities 11
Geeveston Town Hall ndash the future 12
Community Engagement ndash Stage One 12
Vision 12
Objectives 12
Scope of Use 13
Primary Options for Development amp Use 14
Design Concept 14
Community Engagement ndash Stage Two 15
QVMAG Comparison and Insights 22
Business Strategy 23
Core Business 23
Differentiation 23
Value Proposition 24
Product amp Experience Offering 25
Economic Impact 27
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 3
Implementation Planning 29
Staged Implementation Overview 29
Detailed Implementation Plan 33
The Business amp Financial Model 37
Business Model 37
Financial Model 38
Governance Model 41
SWOT Analysis 43
Risk Analysis 45
Appendix A 48
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 4
Executive Summary
This business plan has been generated within the context of planning for the future of the Geeveston Town Hall (GTH) within the Geeveston Town Hall ndashthe future project Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council (HVC)as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building and maximisebenefit to the community into future
This project has considered the issues surrounding the economy of the area the previous uses of the building community engagement ideas and feedbackand examples from other parts of Australia and the world in circumstances where a historical public asset requires a new future
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre (VIC)
2 Museum
3 Commercial Gallery
4 Events
5 Hospitality services (cafeacute restaurant)
Architectural concepts have been developed demonstrating how the building could be renovated improving its utility for these purposes and alsoimproving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park and thetownship car park
These concepts have been offered for public consultation and the response from the public has in the main been positive Many residents and interestedstakeholders have rated the concepts highly when comparing them to the vision for the GTH There are issues to be dealt with and such items as publictoilets introducing competitive hospitality services within the town and capturing value from the regionrsquos tourism market have all been raised by thepublic These concerns are addressed in this plan and will be further addressed in future planning efforts in conjunction with HVC and key stakeholdergroups
It is proposed that the GTH be operated in future by an independent new company limited by guarantee (GTH Co) run by a community Board balancedwith representatives from the key stakeholder groups This organisation would contract with HVC for the head lease of the building and would operate thesite as agreed within that document The GTH Co would focus on the various offerings within the business plan and operate a not-for-profit business togenerate economic benefits for the town and the broader region
The redevelopment of the Geeveston Town Hall will take a staged approach and can be broken into three key development stages
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 5
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
Stage one involves the establishment of an operating entity for the GTH building the reinstatement of a Visitor Information Centre on site the redesign ofthe museum to the upper floor and the development of flexible space that can satisfy community events for local and tourism purposes and includes agallery space for community exhibitions
It is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in time for the peaktourism season
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
A critical success factor in the implementation of stages two and any other future development is the achievement of funding to execute the buildingcapital works This would involve grant funding and co-contribution funding
The financial operational forecasts demonstrate that with prudent management the building can be operated at a profit and can contribute rent to thebuilding owner The visitor centre is a significant operational unit which captures value from the available tourism market and positions the town as a keygateway to the far south The building operator will employ staff and contribute generally to the economy of the township as it will require products andservices to operate many of which will come from the local suppliers
There will be a requirement to fund the establishment of the new operating company and also the visitor centre This will need to be in the form of smallassets and also some operational cash flow to enable the commencement of operations HVC must be a leader in the establishment of these newoperations and should consider how they may be funded
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 6
Geeveston Town Hall Situation
The Township of Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk
Total visitor numbers to the Tahune Airwalk have remained steady at around 70000 tickets sold per year for the past 3 years of which around 30 are soldthrough the Geeveston Forestry and Heritage Centre
There are estimates ranging from 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek information aboutsurrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unableto purchase or book anything other than tickets to the Tahune Airwalk and tourism art and craft merchandise The closest VIC is located at Huonville
Furthermore there is an undersupply of accommodation options for all segments of the market The number of visitor nights captured in Geeveston hassignificantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston isrelatively unchanged and there is opportunity to capture a larger share of visitor nights
There is also a gap in the supply of hospitality services for visitors There are currently three hospitality providers in Geeveston and it is noted that there isan inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there isopportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of wilderness waterways and environmentally basedtourism experiences However there appears to be a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
There is a lack of dynamism and contemporary presentation for the history and heritage of the region Capital expenditure on the streetscape and the mainstreet buildings has been very minor with little change over many years The format of the current Geeveston Forestry and Heritage Centre displays is notcontemporary and is not managed to actively encourage re-visitation
Visitors to Geeveston are not inspired to stay and spend time as the current township facilities and amenities lack appeal and do not encourage a feeling ofcomfort and enjoyment
Geeveston has significant issues in relation to the township roadways and how they encourage visitors to enter the main street Signage traffic flow andtownship appeal are all important factors for the future in making Geeveston a more successful township and visitor experience
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 7
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity ofattractions and support services Geeveston and the ldquoFar Southrdquo are well noted as day trip destinations from Hobart or Huonville Geeveston needs toreposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Geeveston Town Hall Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated asa visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community businessmodel
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has astrong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelingsof well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wishto activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see asvaluable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
The Geeveston Town Hall is a public asset owned and maintained by the Huon Valley Council The Council will continue to act as a facilitator of communityand economic development and management of the asset for strategic value into the future But they do not wish to deficit fund the operations of thebuilding into the future Any future operations need to provide long term sustainability
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania does not intend tocontinue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This businessincludes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestryoperations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays andsimilar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver ofvisitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 8
visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction withvisitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the areaGeeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead theForestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centrehave shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for thetownship and all tourism and visitor activities the region has to offer
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatlyinterested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to beregularly involved Even the Geeveston Records and History Society are rarely involved in the site to organise events or to manage the presentation layoutfor the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalktickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from thisactivity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas
Some observations include
bull The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy
the place
bull The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural
advice to plan for contemporary commercial and community use
bull The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access
and to appreciate the surrounding offering of main street Geeveston
bull There is ample parking adjacent to the building that already services commercial and private road users
bull The building is within close proximity to Heritage Park that currently has a master plan under development
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 9
bull The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
bull The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to
other sites of this type
o Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
bull The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
bull The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great
potential for refitting for multipurpose use
Geeveston Town Hall SWOT Analysis
Strengths
bull Ideal location in centre of township and on the main street
bull Ample parking adjacent to the building
bull Close proximity to Heritage Park
bull Significant and flexible floor space
bull The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
bull Highly interested and committed local resident and business community
bull There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
bull Existing banking tenant is stable and critical to the function of the town
bull The building has a long history of supporting tourism history culture and heritage
bull The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
bull The building is structurally stable maintainable and low cost in its current form
Weaknesses
bull In its current format the building does not encourage visitors to stay and enjoy the place
bull The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
bull The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main
street Geeveston
bull The floor space is currently grossly underutilized
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 10
bull The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
bull The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and
businesses in the area
bull The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
bull A very low level of local community engagement and use even though there is a high desire to do so
Opportunities
bull Refocus the buildings purpose on engaging visitors and representing its region
bull Integration of industries through a multi-purpose occupancy model
bull To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
bull A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
bull To position Geeveston via the Town Hall as the gateway to the southwest
bull To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
bull To encourage connections to other surrounding townships and attractions
bull To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through
communication of clear intent and design
bull To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community
groups volunteer groups)
bull Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
bull To encourage investment and employment through the attraction of new business players and industry spending
Threats
bull Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
bull Availability of capital funding to redesign the buildingrsquos purpose
bull Inaction will cause a rapid and continual degradation of the tourism economy for the region
bull A lack of confidence in the region will constrain further tourism industry growth
bull The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
bull If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more
important economically
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 11
Situational Summary amp Opportunities
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate communityand economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competingpriorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses thathave far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the siteinto the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industrieswithin the region to maximize tourism experiences and promote the Huon Valley brand Tasmania has an ever-increasing reputation for quality and uniquefood It also has an increasing number of agritourism businesses offering visitors food and beverage and interpretive experiences The Geeveston TownHall is in the ideal region to link in with this significant trend
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the townshipitself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or alack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players butit will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 12
Geeveston Town Hall ndash the future
Community Engagement ndash Stage One
Community consultation has been undertaken during this process in accordance with the Councilrsquos Community Engagement Framework Initially stage onecommunity engagement was undertaken with key stakeholders at a workshop held on Wednesday 13th May 2015 The purpose of the workshop was tomeet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building Follow up discussions were also undertakenwith a range of community and industry stakeholders in relation to this project
The community engagement undertaken as part of stage one provided Summit Strategy with a list of community driven overarching objectives and goalsthat the building should aspire to as well as a range of ideas for the future use of the building This formed the basis for assessment for the feasibility studyand the input has been utilised in developing the following vision objectives and scope of use for the building
Vision
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a communityasset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history and its natural competitivestrengths and inspires a future of collaboration and industry diversity
Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community bull To tell our stories
bull To connect people with each other
bull To respect the culture history amp heritage of the area
bull To contribute to community wellbeing of the local area and region
Economy amp Industry bull To connect our town to the region and the world
bull To encourage new industries
bull To encourage employment amp confidence for investment
bull To offer our visitors great experiences
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
bull To be a driver for visitation to Geeveston a
Operational bull To be active engaging vibrant dynamic and contemporary
bull To be an attraction in its own right
bull To maximize the availability of community capital for cost effective resourcing
Governance bull To achieve continuous and stable governance
bull To achieve ongoing financial sustainability
Scope of Use
In order to achieve the communityrsquos vision and objectivesof tourism with services to promote the region making provision for high quality food and beverageand cultural experiences
Economicgrowth forGeeveston
VisitorInformation
Centre
Hospitality
(retail)
CommunityEvents
Arts amp Culture
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
To achieve continuous and stable governance
To achieve ongoing financial sustainability
vision and objectives for the Geeveston Town Hall it is proposed that the building be setof tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts
Economicgrowth forGeeveston
Museum interpretation
centre
Integratedtourism
operations
Seafoodexperience
centre
Page | 13
nd connect visitors to surrounding offerings
be set up for the primary purposeswhilst supporting a rich mix of community events arts
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 14
Primary Options for Development amp Use
The following primary use options are valid and sustainable for the Geeveston Town Hall into the future The staging of this development is outlined infurther detail under the Implementation Planning section below
The preferred opportunities for initial development are as follows
bull A Visitor Information Centre that provides clear interpretation of the region focuses on selling and promoting Southwest accommodation
experiences and attractions acts as a gateway to the lsquoFar Southrsquo maximises the regions tourism economy and also sells local unique goods with
strong linkages to the creative industries of the region
bull A high quality flexible Gallery Exhibition Space to house exhibitions from local and Tasmanian artists and craft designers with potentially
significant curated exhibitions into the future
bull A fully modernised Museum for cultural and heritage presentation and interpretation of the region
bull A flexible Events Space that will satisfy community events for local and tourism purposes and encourage development of community enterprise
creativity and connection
bull A public lift and amenities with access from inside the building
Further development opportunities in future years include
bull A high quality Cafeacute andor Restaurant underpinned by a commercial kitchen that can also run community events and functions
bull Collaboration of Southwest Tourism Experiences involving tour operators and guides adventure tourism and agritourism suppliers
bull A Seafood Experience Centre to showcase Tasmanian salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Design Concept
Project architects Preston Lane established concept drawings based on the primary options for development and use outlined above The specialcharacteristics and use detail take into consideration the communityrsquos vision and objectives for the future of the Geeveston Town Hall
The concept drawings form Appendix A to this report and demonstrate how the building could be renovated improving its utility for these purposes andalso improving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park andthe township car park
The key elements of the design concept include
bull Maintaining the integrity of the existing building
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 15
bull Celebrating the interior spaces and heritage of the building
bull Improving the appeal of the building within the streetscape through the re-arrangement of traffic flow
bull Providing a more pedestrian scale along the building edges through the widening of the footpath
bull Creating access through the building and providing linkages between the building and external spaces and beyond (towards the park)
bull Providing greater interaction with the building through the form of the extended works (on the carpark side) and
bull Making the new works subtle yet iconic with reference to the past through materials used
Community Engagement ndash Stage Two
From 15th to 24th July Huon Valley Council undertook community engagement to seek feedback on the primary options for development and use of theGeeveston Town Hall
All Geeveston residents and businesses received a letter inviting them to provide feedback via an online survey available on the Councilrsquos website Thecommunity engagement was also advertised throughout the wider region Community members were informed about the process to date the vision andobjectives for the building and were provided with concept drawings The survey contained a mix of both quantitative (data collection) and qualitative(open comment) questions and aimed to gauge the overall community support for the proposal
In total 84 responses were received via the online survey with additional submissions received from community members regarding the concept designs
In summary the survey provided positive results in all the questions raised regarding the proposal Many residents and interested stakeholders have ratedthe use concepts highly when comparing them to the vision and objectives for the GTH
The positive response received from the community engagement process indicates that the community will use contribute to participate in and supportthe future uses of the GTH building thus helping the GTH to become an attraction in its own right connecting people with each other and encouragingemployment and confidence for investment
The online survey results are detailed below
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Quantitative Survey Results
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosiagree) 143 of respondents disagree (choosing 1 ndashscale of 1-5)
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosindash strongly disagree or 2 ndash disagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Page | 16
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosi ng 4 ndash agree or 5 ndashstronglydisagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4respondents disagree (choosing 1 ndash strongly disagree or 2
643 of respondents support the overall concept 131 of respondents do not support the o
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4 ndash agree or 5strongly disagree or 2 ndash disagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1
643 of respondents support the overall concept 131 of respondents do not support the o verall concept while 226 of respondents are unsure
Page | 17
agree or 5 ndashstrongly agree) 226 ofdisagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1 -5)
verall concept while 226 of respondents are unsure
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 18
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurethey were very supportive of the various uses within the building using the services themselves contributing andor participating in events at the site andtaking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurevarious uses within the building using the services themselves contributing andor participating in events at the site and
taking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Page | 19
Positive responses were received to how the community would see themselves engaging with the GTH building into the future The public indicated thatvarious uses within the building using the services themselves contributing andor participating in events at the site and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Demographic Information
Page | 20
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 21
Qualitative Survey Responses
Survey respondents were also invited to provide general comment regarding the proposal There are many comments that applaud the concepts and usesidentified Overall the results of the survey were very positive however it is noted that several areas of concern were raised which broadly cover five mainthemes
A copy of the written comments received via the online survey is included in the Summary of Survey Results report
Area of concern Summary of comments Proposed Response Action
Cafeacute commercialkitchen
Some concerns raised around the inclusionof a cafeacute due to competition in hospitality inthe township However respondents werenot necessarily opposed to a commercialkitchen or restaurant being available in thebuilding
It is noted that the proposed cafeacute restaurant commercial kitchen is not identifiedas part of the stage 1 implementation but will be considered as part of the nextstage of the project
Some respondents included verbatim comments asking for another cafeacute not to beallowed in the town These comments do not seem to have any other basis otherthan to constrain competition in favour of existing shop retailers in the township
This area of community concern is further addressed in the Economic Impact sectionbelow
Public toilets Some concerns raised around the locationand availability of public toilet facilities inGeeveston
The location of public toilets will be considered as part of future stages of projectimplementation
Currently visitors to Geeveston are not inspired to stay and spend time as thecurrent township facilities and amenities lack appeal and do not encourage a feelingof comfort and enjoyment
It is important that the location of public toilets be well considered as the businessplan aims to increase visitation to Geeveston and capture a greater share ofeconomic value from tourism Timing will also need to be considered in terms offuture stages of implementation and other developments being undertaken in thetownship
Traffic management car parking
Some concerns raised around the impact ontraffic flow from widening the footpath in
Traffic management considerations will form part of the planning in futureimplementation stages and would need to comply with relevant procedures and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 22
Church Street and car parking availability inGeeveston
regulations
Geeveston has significant issues in relation to the township roadways and how theyencourage visitors to enter the main street Signage traffic flow and townshipappeal are all important factors for the future in making Geeveston a moresuccessful township and visitor experience
Timber veilsurrounding thebuilding
Some concerns raised that timber and steelwould not suit the timber heritage feel ofthe Geeveston township
It is noted that the concept drawings provided to the community incorporating thetimber and steel veil are concept only at this stage and that final plans will not beapproved until future stages of the plan are implemented
Sale of TahuneAirwalk tickets
Concern was raised that there was nomention of the sale of Tahune Airwalktickets in the building
It is regarded that the sale of Tahune Airwalk tickets is a critical componentattracting visitors to the township of Geeveston and also an important point ofvalue capture that can assist in sustaining Geeveston Town Hall operations The saleof Tahune Airwalk tickets is part of all stages of the Business Plan and included inestablishment of a fully functioning Visitor Information Centre on site
QVMAG Comparison and Insights
Richard Mulvaney Director of the Queen Victoria Museum and Art Gallery (QVMAG) was interviewed to gain a perspective on the donations policy andvisitor engagement experience of the QVMAG
Annual visitors to QVMAG are around 138000 visitors per annum The museum is a significant facility incorporating many partner and allied organisationsIt is a major draw card for the city of Launceston and a significant events venue With an operating budget of approximately $32M from State of Tasmaniaand around $12M from Launceston City Council the facility is a large publicly run enterprise
Their donations experience is that they achieve less than $2 average per visitor However it has been noted that the profile of visitors is important to this asa high proportion of locals would reduce donation performance It is noted that GTH has a high proportion of mainland and international visitors
There are three donations boxes within QVMAG They are constructed as double sided as many visitors will donate on the way out at the end of theirexperience Merchandising and museum shop is an important element that augments the museum and gallery experience Also the hiring of rooms formeetings and events is a great way to encourage visitation and involvement of the business and various industry communities
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 23
Business Strategy
Given the economic and social situation of the Geeveston Township and its surrounding region it is critical that drivers of economic demand and progressare in place for the future The investigations and concept developments at the time of developing this business plan are focused on development of theGeeveston Town Hall and the business concept behind it that will drive the economy of not just the township but also the broader region
This strategy must be focused on delivering the strategic development of this key public asset to create a building and experience of significance to drivesocial collaboration tourism development and industry development The clear strategy of focusing the building on tourism is compelling particularly forthe purposes of
bull tourism information for the region (incorporating product and experience sales)
bull creative industries (exhibiting and selling regional art and designed goods)
bull agritourism (hospitality food experiences) and
bull history and heritage museum (stories of the past display and exhibition of key artefacts experiences and interpretation)
It is also clear that this building should be managed by an independent organisation to that of its Government owner This has the benefit of ensuring thatcommercial principles underpin the development management and sustainability of the enterprise and its strategic partnerships In doing this Huon ValleyCouncil as ldquoasset ownerrdquo can have a relationship with a single ldquooperatorrdquo This ldquooperatorrdquo can either run internally or outsource the running of the variousservices that the building will offer
Core Business
The core business of the Geeveston Town Hall will be to facilitate the development and management of a significant building that will house services thatare important to the region The core business of the building will relate to tourism and hospitality creative industries and community engagement
The core business must generate economic value for the building to support its maintenance and its services sustainability and also generate flow oneffects to the surrounding economy
Differentiation
The Geeveston Town Hall must differentiate itself from other attractions within Tasmania by using the following factors
1 Creating a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
2 Designing and developing a unique building that is in itself a building of significance within the region and Tasmania
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 24
3 Offering unique experiences to encourage interest
4 Maintaining momentum and dynamism in the content that is onsite to encourage revisitation
5 Achieving greater community engagement and involvement ie development of community enterprise and
6 Gaining involvement of industry players to drive diversity and synergies that generate sustainability outcomes and strengthen the offering and
provide reasons to visit Over time the Geeveston Town Hall will develop greater levels of collaboration between tourism creative industries and
agribusiness sector businesses
Value Proposition
The following are elements of the value proposition for the Huon Valley economy for the development of the Geeveston Town Hall
bull The GTH will become a destination in itself with strong branding and positioning to create an identity for the building and township of Geeveston
bull Geeveston will become a gateway to the ldquoFar Southrdquo driving visitation to the region and capturing an increased share of tourism value through the
promotion and sale of tickets to surrounding attractions and experiences including the Tahune Airwalk
bull The GTH will offer a centralised presentation opportunity for the regionrsquos industries and encouraging greater synergies within industries such as
tourism agritourism and creative industries creating confidence for investment
bull The on-selling and reselling of unique local goods and services will help to support and promote the regionrsquos creative industries
bull The GTH will encourage the development of community enterprise volunteering and community involvement
bull A service level agreement between GTH Co and HVVC will achieve cost efficiencies through staff and technology sharing between the two sites
bull Huon Valley Councilrsquos planned redevelopment of Heritage Park will increase access and linkages to the GTH and the main street and continue to
develop Geeveston as a destination for locals and visitors
bull Proposed traffic management and car parking changes within the township will enable greater access to Geeveston for both vehicles and
pedestrians
bull Staged implementation of changes to the GTH building will encourage other planned changes in the township and allow time to adapt
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 25
Product amp Experience Offering
Purpose Use Use Detail amp Benefit Target Markets
Tourism Visitor Information Centre A Visitor Information Centre that provides clearinterpretation of the region focuses on selling andpromoting Southwest accommodation experiences andattractions acts as a gateway to the lsquoFar Southrsquomaximises the regions tourism economy and also sellslocal unique goods with strong linkages to the creativeindustries of the region
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Creative industries (unique goodsfor sale on consignment)
Integrated tourism operations Collaboration of Southwest Tourism Experiences involvingtour operators and guides adventure tourism andagritourism suppliers
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Seafood experience centre A Seafood Experience Centre to showcase Tasmaniansalmon and shellfish based seafood that Tasmaniaoperates as commercial fisheries Potential linkage tohospitality provider
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
History amp Heritage Museum interpretation center A fully modernised Museum for cultural and heritagepresentation and interpretation of the region Historicaldisplays and artefacts managed by the community andGeeveston Archives and History Society
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
School groups
Community Events Flexible space A flexible Events Space that will satisfy community eventsfor local and tourism purposes and encouragedevelopment of community enterprise creativity and
Local residents
Local businesses workers
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 26
connection Social enterprise
Gallery and exhibition space A high quality flexible Gallery Exhibition Space to houseexhibitions from local and Tasmanian artists and craftdesigners with potentially significant curated exhibitionsinto the future
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries
Hospitality (Retail) Cafe
Restaurant
A high quality Cafeacute andor Restaurant underpinned by acommercial kitchen that can also run community eventsand functions
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries (catering)
Social enterprise (catering)
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 27
Economic Impact
Visitor Information Centre Regional Extension
As has been identified earlier in this plan Geeveston has a significant role to play in servicing visitors to the region and in particular to encourage visitationto surrounding experiences With the significance of the Tahune Airwalk visitation and that to Hastings Caves Ida Bay Railway and Hartz Mountains just toname a few Geeveston simply must perform as a tourism town Its current infrastructure and services are sub-standard and if they do not improve thetown will falter and the region will suffer from a flat or reducing tourism industry
Huonville has operated a visitor information centre (HVVC) for a number of years It has built a model that ensures that it can yield visitor spend based onits visitor profile The current Forest and Heritage Centre (FHC) has more annual visitors than the HVVC These visitors are journeying deeper into theregion and are seeking advice and guidance on what is in the surrounding area and importantly tickets to key attractions
It could be perceived that another visitor centre in Geeveston would cannibalise the sales of Huonville however the two visitor centres should becomplementary and they can be collaborative Even in its current form the FHC is an experience and an important one that is central to the survival of thetown The FHC already outperforms the HVVC on merchandise sales and overall turnover The two sites play different roles in the journey of the visitor andwill sell different product that is more relevant at any point in time This of course will be partly because they will have a different presentation andoffering
Each visitor centre in the region should strive to offer unique experiences and goods if possible however complete diversity is not achievable as there canalso be opportunities for cost efficiencies in stocking general memorabilia and clothing merchandise The diversity of offering onsite is significant enough toencourage multiple visits to VICrsquos throughout the region
The economic impact on the tourism economy in having a visitor centre in Geeveston vastly outweighs any negative impact of minor cannibalization thatmay occur It must also be noted that it is unknown how much opportunity cost is currently being experienced with the FHC in place with greatly restrictedofferings
Geeveston township sustainability and its prospects for growth will be greatly diminished if a visitor centre is not in the town and the surrounding tourismeconomy and community would suffer as a result
Competition in Tourism and Hospitality
There appears to be a gap in the supply of hospitality services for visitors within the township There are currently three hospitality providers in Geevestonbut it is noted that there is an inconsistency in business operating hours lower than acceptable food and service quality and the townshiprsquos services areunavailable or limited after 4pm
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 28
A key element of this plan is for the GTH to be a destination in its own right and a gateway to the lsquoFar Southrsquo Geeveston therefore has a significant role toplay in servicing the increased number of visitors to the township and region and to capture a higher share of visitor spend on food and beverageParticularly during daylight savings months there is opportunity to provide more lunch or early dinner offerings for tourists
A cluster of food offerings ie cafes restaurants within the township will promote both competition and cooperation and grow the townships reputation asa place to eat which is currently lacking Operators will compete to win customers thus encouraging quality product offerings and customer servicedriving innovation in filling gaps within the market
Introducing competitive hospitality providers within the township will aim to raise the level of overall hospitality services and offering to visitors Qualityand appealing food options within the township will help to develop Geeveston as a destination of choice for locals and visitors a reason to visit and tospend time
It is critical that agritourism linkages are in place to support tourism hospitality for the town Quality providers of fresh regional and Tasmanian produce area very important component and the township seemingly has an undersupply of hospitality services of this type particularly of a quality and standard thatis acceptable to interstate and international tourists
Township Performance and Effect on Micro-Economy
This project aims to develop feasible uses for the future of the GTH that will benefit the economy of the region and maintain the building for the future
Geeveston is one of the townships hardest hit by the decline of the forestry industry in Tasmania
The redevelopment of the GTH will bring a new wave of opportunity to the local economy as there will be a raising of the standard of the townrsquos amenitynew service offerings and experiences new employment capital development expenditures increased tourist visitation and commercial development ofthe town in general brought about by competition
Improvement in value capture of the township within the region will have positive ongoing economic impacts for stability for existing businesses andemployment
Without improvement in the township offering and competition the township would not change and keep pace with the demands of the modern touristsettler or business investor
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 29
Implementation Planning
Staged Implementation Overview
The redevelopment of the Geeveston Town Hall can be broken into three key development stages
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
It is proposed that the GTH be operated in future by a new company limited by guarantee (GTH Co) run by a community Board balanced withrepresentatives from the key stakeholder groups The first step in achieving this business plan is the establishment of an operating entity for the GTHbuilding
As part of stage one it is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in
time for the peak tourism season as well as some provision for a community gallery and flexible use space In order to achieve this a number of key
activities would need to occur These include
bull Establishing an organisational structure governance Board and support mechanisms
bull Re-establishment of the visitor centre utilising existing resources and small assets and partnering with the HVVC
bull Resetting the museum and preparing for a new contemporary presentation
bull Seeking assistance with museum for maximising the visitor value from the historical stories
bull Engaging with regional creative industries through the Huon Valley Arts Cooperative Initiative
bull Organising community events that provide value for locals and encourage greater levels of planning sharing and connection with established
activities
bull Organising an initial calendar of ldquoshowcase eventsrdquo for the township and region that would attract Southern Tasmanian visitors primarily for day
trips and visitors from northern Tasmania whilst on intrastate holiday and
bull Establishing an interim identity for the building that signals a change from the current format and function and a transition to the new concept that
can be promoted ahead of time
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 30
Stage one is ultimately a ldquoproof of conceptrdquo stage during this initial stage the Geeveston community and key user groups would need to be engaged with
and challenged to ldquoprove the business modelrdquo before commencement of the stage two developments The key groups include
bull Geeveston Archives and History Society
bull Regional designers artists and gallery owners ideally working through the Huon Valley Arts Cooperative
bull Tourism operators accommodation providers and visitor centre workers
bull Volunteer groups
bull Various other Township associations
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment It is noted that this stage and any future implementation stages would be highly dependent on grant funding and co-contribution funding
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
Stage One ndash Reset the Base
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
To reinstate a Visitor Information Centreon site that also sells local handmadegoods either as stock items or onconsignment with strong linkages to thedesigners retailers
The TTIC must have the ability torepresent the region in a compellingway there must be clear interpretationof the region (lower floor)
Significant generator of visitation toGeeveston encouraging increased lengthof stay and spend
Utilise the existing shop and officeinfrastructure
New tourism and retail display systemsto be implemented
Prior to 201516 peak tourismseason ndash Spring 2015
Local handmade arts andcrafts
Local markets and events
To include a flexible space that cansatisfy community events for local andtourism purposes and include a galleryspace that could house exhibitions from
Low given that use is likely to be a mix ofexhibitions events and meetingsResetting the special layout and creatinga visitor experience that is also a flexible
Likely to be progressive but canrsquotbe too far behind the VICdevelopment
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 31
Community engagement local and Tasmanian artists
(lower floor)
area is the challenge
Detailed planning for the lower floorspace that is not to be utilized by VIC
Cultural and heritage To reset the museum component to theupper floor only
(upper floor)
Moderate refit impact however fullimplementation would result in a highimpact
Staged development is warranted
Initial stage would commenceimmediately ie prior to summer2015
Stage Two ndash Repurpose for Community and increase capacity
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Commercial Gallery with potentiallysignificant curated exhibitions into thefuture
Modest to low given the need to meetminimum standards and be a flexibleexhibition space Security andenvironmental quality issues will beprimary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural andheritage presentation of the region ldquoRe-think museumrdquo
Significant on both space utilization andrequired quality of fit out Maximisingartifacts and interpretation value
Long term design Unknown timing
Community engagement Development of community enterprisetaking a proactive hand in utilising thesitersquos flexible area encouraging creativityand connection
Low given that use is likely to be a mixof exhibitions events and meetings
In line with site development onlower floor
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercialkitchen that can also run communityevents
(lower floor)
Significant due to hospitality kitchenrequirements and goods storage andinout facilities
Commencement as soon aspracticable however operatoridentification will force a delay ndashWinter 2016 is the idealdevelopment timing
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 32
Stage Three ndash Encouraging Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
Creating a tourism hub Potentially some integration of touristservices onsite Yet to be defined ingreater detail
Post 2016 summer period
Creating connections with Heritage Parkand its development
ie bicycle hire storage of key rentableequipment music festival outdoor artsdisplays etc
Emerging linkages that are yet to haveclarity
Unknown
Creating connection with surroundingtownships
ie via bike track maps andpresentations
Accommodation and stop overlocations Services offered at regionallocations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be themarshaling point for all visitors enteringfor experiences Boating Kayakingbiking walking and wilderness visitsThis may require a range of facilities toaccommodate
Unknown
Linkages to local industries Creating connections with theaquaculture industry
ie salmon experiences restaurantoffering
Related to food tourism and foodofferings Could be significant if aseafood experience centre is theconcept eg aquarium and otherfeatures
Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 33
Detailed Implementation Plan
As of 31 October 2015 the Forest and Heritage Centre will cease operation at the Geeveston Town Hall The following table details the majorimplementation tasks for Stage One of the Geeveston Town Hall development with the aim of having a fully functioning Visitor Information Centre andMuseum operating by the end of November 2015 in time for the peak tourism season as well as a community gallery space
Whilst every effort has been taken to identify the key activities that would need to be undertaken to successfully implement stage one final planning andbudget requirements will ultimately need to be undertaken by HVC as the key decision maker and source of seed capital for this venture Of course thefollowing plan and budget may be lower than expected if HVC has the capability to insource some of the establishment works
It is not feasible to provide specific details of implementing further stages at this time but it is noted that any future implementation stages would be highlydependent on grant funding and co-contribution
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 34
Stage One Implementation
Initiative Strategy Task Timing Responsibility Estimated Budget
Establish the OperatingEntity
(Set up stage Sept Oct Nov)
bull Establish legal entity and constitution Sep 2015 HVC $5000-8000
bull Establish representative community Board Sep 2015 HVC $2000
bull Establish foundation budget amp funding Sep 2015 HVC Potentially $15000-$20000
Also linked to TVIN budgetfor assets and stock
bull Finalise human resource plan and recruitment Oct 2015 GTH Co $6000-$8000
bull Execute lease amp other partnership agreements (ie
HVC lease support from Huon Valley Visitor Centre)
Oct 2015 GTH Co $2000
bull Establish tenancy terms with Geeveston Records amp
History Society (for operation of museum)
Nov 2015 GTH Co $1500
bull Set up community support structures
o Establish community events sub-committee
o Hold a community ldquoworking beerdquo
Nov 2015 GTH Co Nil
Establish Visitor Centre
(To be in full operation by 1December 2015)
bull Identify amp purchase operational assets
o Computers amp telephone system
o Office furniture
o Visitor centre signage
o TVIN membership
o Tourism brochure displays
o Retail displays and shelving
Oct 2015 GTH Co Less than $20000
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 35
Initiative Strategy Task Timing Responsibility Estimated Budget
o Initial stock holding
bull TVIN membership Oct 2015 GTH Co Within the above
bull Booking amp reservation system Oct 2015 GTH Co Within the above
bull Refit GTH retail area as Visitor Information Centre
o Booking desk brochure stands racks
poster positions digital signage displays
retail shelving and stands interpretive
display boards etc
o Many items will be made available by
Forestry Tasmania (exact items yet to be
confirmed)
Nov 2015 GTH Co Within the above
bull Finalise HR plan amp undertake staff training Nov 2015 GTH Co Operational budget $2000
bull Develop merchandising plan Nov 2015 GTH Co $2000
(test stock and advice)
bull Finalise budget Nov 2015 GTH Co As above
Reset the Museum
(To be in full operation by 1December 2015)
bull Finalise the commercial agreement with the
Geeveston Records amp History Society
Oct 2015 GTH Co As above
bull Redesign the museum space to the top floor only Nov 2015 GRampHS Unknown but minimal(community project)
bull Seek assistance with interpretive panels Nov 2015 GRampHS Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 36
Initiative Strategy Task Timing Responsibility Estimated Budget
bull Establish a museum operations plan Nov 2015 GRampHS andGTH Co
Nil
Establish CommunityGallery Space
bull Engage with regional creative industries through the
HVC Arts Cooperative Initiative
Oct 2015 GTH Co Nil or minimal
(insourced)
bull Reset dedicated GTH space for community gallery
operations ie partitions and mobile walls
Nov 2015 GTH Co HVCArts Co-operativemembers
Community arts workingbee
Potentially Arts Tas minorsponsorship
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
The Business amp Financial Model
Business Model
Relationship
Tenants
Operator
Owner
Visitor Centre
Internal toGTH Co
The Business amp Financial Model
HVC
GTH CoCommunity
Board
Visitor Centre
Internal toGTH Co
Museum
Outsourced
Gallery
Internal toGTH Co
Cafe Restaurant
Outsourced
Page | 37
Cafe Restaurant
Outsourced
Events
Internal toGTH Co
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 38
Financial Model
The budget for operations of the new venture GTH Co has been created using an approach showing the basis for operations of stage one as a full yearfinancial operational budget forecast The budget has then been built showing the financial impact of more developed operations within a stage two
An overall master budget has been created for the operating entity using the working title GTH Co as well as separate operating budgets for each of thetenants or services operating within the business
Budgets have been cast on an annualised basis due to the uncertainty around timing of start-up and potential capital development periods whereinterruption will be experienced
The core objectives of the financial model are
bull To establish operations on a profit basis using normal commercial principles
bull To ensure that an independent company can be the ldquooperatorrdquo of the GTH that does not require ongoing subsidisation from HVC to remain
feasible
bull To take into account reasonable estimates that follow principles of prudence by overstating costs and understating revenue
bull New operational principles that affect revenue raising have been researched as far as is practicable at this stage based on available source
historical financial data but may require further work
The complete budget papers were tabled at the HVC Workshop on 18th August
Key Assumptions
Several key assumptions have been made in relation to the operating budget and have been built into the Excel cash flow statements These are as follows
Business Unit Stage One Implementation Stage Two Implementation
Visitor Information Centre (VIC) Visitor center sales for attractions in line with historicalperformance Critically the VIC will be selling TahuneTickets along with the normal TVIN accommodationexperiences and products lines
Tahune sales at 30 of total Tahune tickets
Year two growth after renovation Tahune modest growthHastings modest growth 2 CPI price increase across theboard
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 39
Accommodation bookings very low due to locationdisadvantage and local offerings Only 150 room nightsbooked
Stable accommodation bookings at low levels
Merchandise sales based on FHC existing sales plusadditional sales from new stock and consignmentgoods Retention of some existing FHC merchandiseitems to be sought Eg Island specialty timbers andlocal wood crafts
Merchandise growth particularly in regional goods
Stock sales of $150000 at 50 GP
Existing FHC merchandise shop sales are $110K paCOGS at lt 40
Growth in stock sales to $190K
VIC operations run by GTH Co in collaboration withHVVC Some subsidized services paid for to HVVC
No change
All staff employed by GTH Co and staff utilized acrossall functions (inc VIC museum and events buildingdaily operations)
No change
Museum Donations collection based on $18 per donation 12 strike rate
Stable but growing
Contributing rent and electricity No change
Agreement for 40 rent from donations and 10 tostaff costs
Events Minimal events planned for FY16 25 1 eachfortnight Average venue revenue $200 per session
Events growth after refurbishment Some pricing andcommercial terms review due to significant facility change
No labour cost Possible change to labour contribution
Most cost increases borne by external operators using the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 40
Electricity apportioned
Rent applied pa
facility with their own labour
Gallery No commercial gallery operations in FY16
However GTH Co will encourage arts associations toprove gallery concept and offer space at a reducedevent rate for exhibitions
Commercial gallery to launch after refurbishment
Sales of artwork and goods to commence
No budget for capital works at this stage Reliance onvolunteer labour and community contributions for thefirst year
Regionally significant gallery boosts visitor numbers andextends length of stay in the far south
Cafeacute Restaurant No cafeacute or restaurant Cafeacute lease established after renovation during year 2
Rent rates in line with Church St prices $200-250 per weekfor an average cafeacute site
Site Occupancy and Financial Framework
Geeveston Town Hall Co (GTH Co) will hold the head lease for the site with Huon Valley Council GTH Co will have the right to sub-lease the premisessubject to agreed uses and approval of tenants by the full Board of GTH Co GTH Co will negotiate an appropriate rental return with HVC taking intoaccount the establishment costs of the site and the target return for HVC
The holders of tenancies are planned as follows
1 The Visitor Information Centre will be operated by GTH Co and will hold the head lease
2 The Museum will be offered lease terms and be run by the Geeveston Records and History Society The museum will pay rent and also subsidise
staffing costs
3 Events Space is operated by GTH Co and rent contribution will be charged from all revenue received for events
4 A Cafeacute is contemplated for the second period after renovation A lease would be assigned for this space at commercial rates
5 A Commercial Gallery is not planned to launch until after renovation and in the interim arts community members will be welcome to hire space as
per the events space with negotiated pricing terms
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 41
Financial Targets and Contributions
Capital expenditure estimates are currently being prepared and due to the conceptual level of detail are likely to be estimates based on commercialexperience and examples These estimates will be available at the HVC workshop on 18th August and will be provided as part of the complete budgetpapers
Governance Model
The plan for governance is based on the following principles
bull Achieving a community run facility for the benefit of the broader community and economic advancement of the region
bull Encouraging strategic partnerships within community groups public organisations and industry players to achieve greater value for the community
and the building owner than a purely commercial operator could
Governance Proposal
It is proposed that
1 The Huon Valley Council establish a new company limited by guarantee ie Geeveston Town Hall Company (GTH Co)
2 The GTH Co be run by a community Board balanced with representatives from various key stakeholder groups
a The Board needs to have enough members to satisfy the GTH CO community and industry profile
b Board membership may comprise representatives from HVC industry and community
3 The new company would operate as not for profit business and essentially reinvest surpluses into the GTH and its related operations
Board Structure and Operation
It is suggested that an independent Chairman be appointed However if this is not achievable then the Chairman role could be for a fixed term of 2 yearsrotational across the Board members
Board composition may comprise the following
bull Chairman
bull HVC
bull Township associations
bull Key industry players
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 42
It is suggested that subcommittees be assigned by the Board to critical functions that would in turn enable the involvement of community and industrycontributors to assist and provide guidance to key initiatives A single board member could be chair of a sub-committee and could elect to formulatesubcommittee members from the community
The recommended governance model outlined above is for discussion with HVC The final decision regarding governance structure and operation is to bedetermined by Huon Valley Council
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 43
SWOT Analysis
Strengths
bull The Geeveston Town Hall will become an attraction in its own right
bull The reinstatement of a Visitor Centre on site will be a significant generator of visitation to Geeveston encouraging increased length of stay and
spend
o Sale of Tahune Airwalk tickets
bull Long term financial sustainability
bull Town Hall will encourage continuity of employment in the township and on site
bull Efficiencies will be created though the operating entity owning and managing the Visitor Information Centre (VIC)
bull Efficiencies will be created through partnership arrangements between the Geeveston and Huonville Visitor Centre (HVVC) (ie sharing of
technology and staff)
bull Cost savings and intimacy to be achieved through use of volunteers
bull On selling and reselling of regional goods and promotion of local creative industries
bull Creation of greater access and linkages between the building and external spaces and beyond
Weaknesses
bull Start-up organisation with undefined Board
bull Uncertain funding sources and no currently identified seed capital
bull Current museum interpretive content is not contemporary or appealing
bull Reliance on donations to subsidise operation of the museum
bull Gross profit on VIC operations are traditionally low therefore reliance on selling value added Tasmanian products is high at current township visitor
numbers
bull Public toilets must be moved if the overall concept is agreed
Opportunities
bull To create a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
bull To generate economic value for the building with flow on benefits to the surrounding township and region especially within stage two of the plan
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 44
bull To achieve greater community engagement and involvement ie development of community enterprise
bull To facilitate industry involvement and collaboration between tourism creative industries and agribusiness sector businesses
bull Raise the level of hospitality services within the town and offering to visitors
Threats
bull Duplication of visitor information services within the region
bull Cafeacute restaurant competing with existing hospitality businesses in the township
bull If the VIC is not implemented decreased visitation to the town and region resulting in lower VIC bookings commissions and retail sales achieved
bull Ability to encourage revisitation to the area
bull Ability to attract appropriate tenants to Stage 2
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 45
Risk Analysis
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
1 No action taken amp the GTH becomesdormant
H M This would be catastrophic for the townshiprsquos economy
2 Stage one startup capital notavailable
H L Refer point 1
3 Funding for stage two notachievable
M M Commence advocacy lobbying and applications for funding at the earliestopportunity to enable works commencement no later than autumn 2017
4 Building budget for concept is largerexpectations and funder capacity
M L Lobby State and Federal Government on the merits of supporting regionaleconomies for the longer term economic and social benefits
5 Ability to attract appropriatetenants to stage two and beyond
H L At the earliest stage promote the changing nature of Geeveston and itsregion along with the tourism plan for the Huon Valley Early discussionswith likely tenancy applicants are important
6 Township toilets relocation becomesproblematic for HVC capital budget
M M Build toilets relocation into capital works budget for GTH to ensure thatthe overall project works are budgeted taking a holistic view
7 Introducing a second VIC to theregion may cannibalise the sales ofHuonville
M L The two VICs should be complimentary and they can be collaborativeThe two sites will have a different presentation and offering and will selldifferent product that is more relevant at any point in time
Some minor canabalisation may occur but Geevestonrsquos sustainability andits prospects for growth will be greatly diminished if a VIC is not in thetown and the surrounding tourism economy and community would
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 46
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
suffer as a result
8 VIC not authorised to sell TahuneAirwalk tickets and overallcommission revenue is lower thanexpected
H L Provided the new operator has a sound business structure and a goodworking relationship can be developed Forestry Tasmania would givefavourable consideration to the new operator selling tickets oncommission for Tahune Airwalk The industry standard of 15commission would apply to ticket sales
9 VIC retail sales revenue is lowerthan expected
M L Adjust operating costs to suit adjust retail products and pricingGenerate community support to encourage township visitation increasesfrom intrastate markets
10 Tahune take steps to restrict VICsales via significant onlinedevelopment and discounting
M L Communicate the total offering of the GTH to inbound tourists andcreate partnerships with feeders and referrers for travel to GTH
11 Current museum interpretivecontent is unappealing and notcontemporary
H M This is a core issue for the holding of tenancy for the Museum componentIn future the value generated by experiences and offerings will beparamount for feasibility and sustainability
Encourage the Geeveston Records and History Society to seekprofessional help immediately
12 Museum donations revenue arelower than expected
L M Little can be done about this Review and potentially improvecommunications to visitors Bundle a value-add with the museum andcharge an entry price Much is dependent on the strength of the offering
13 Introducing competitive hospitalityservices within the town seriouslyaffects viability of other operators
M L Township operators must stand on their own competitive positioning Iftownship traders choose not to change or offer greater value and aretherefore not preferred then the free market must be allowed to operate
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 47
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
to the future viability of the town
14 Governance structure fails M L Building owner to reset the lease of the building and remove theoperator
Building owner may provide support and guidance in the initial stages ofcompany establishment to ensure a successful first year of trading andongoing partnership in the stage two building development process
Balanced board members and appropriate representatives withprofessional skills are a key issue for governance success
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 48
Appendix A
Architectural concepts have been created by project architect Preston Lane The concept drawings demonstrate how the building could be renovatedimproving its utility for these purposes and also improving the main street of the town including greater open public area surrounding the building on themain street connection to Heritage Park and the township car park
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 49
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 50
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 51
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 52
Introduction
Thank you for considering this exciting opportunity to implement Stage One of the GeevestonTown Hall Business Plan
The Geeveston Town Hall Company is being established by the Huon Valley Council to managethe Geeveston Town Hall as a community asset and in accordance with an established businessplan
The Council is calling for expressions of interest from private operators to implement Stage 1 ofthe Business Plan and Feasibility Study in respect of the lower floor of the Geeveston Town Hallto operate a visitor information centre and to provide and manage a flexible space that cansatisfy community events for local and tourism purposes The private operators mustdemonstrate how they will operate in a manner consistent with the approved business plan andany use not contained in the business plan must be approved by the Board
This is an exciting opportunity to be involved in the Geeveston Town Hall project from theinception and to make the communityrsquos vision for the Geeveston Town Hall a reality
The Vision and Intent of the Project
To regenerate the strategic purpose and use of the Geeveston Town Hall as abuilding of regional significance that will be sustainably run as a communityasset to create a balance of economic and community value that is sympatheticand respectful of the regionrsquos history its natural competitive strengths and inspiresa future of collaboration and industry diversity
Selection criteria
The successful candidate will need to demonstrate how they intend to implement Stage 1 of theBusiness Plan in their expression of interest and their demonstrated capacity to implement theproject
Expression of Interest Process
All expressions of interest are required to submit the following documents
bull A cover letter outlining their interest in the project and
bull A plan clearly identifying the process and timeframes for implementingStage 1 of the Business Plan and
bull A statement outlining areas of previous relevant expertise in a similar projector business and
bull A declaration of any potential conflicts of interest with matters pertaining to theGeeveston Town Hall business
Expressions of Interest are required to be received by no later than close of business16 October 2015
All expressions of interest will be submitted to full Council for consideration Applicantswill be advised of the outcome of the process following the Council meeting at which theexpressions of interest are considered
Thank you for your interest in the Geeveston Town Hall project
All expressions of interest are to be addressed to
EOI ndash GTH Co Stage 1Simone WatsonGeneral ManagerHuon Valley CouncilPO Box 210HUONVILLE TAS 7109hvchuonvalleytasgovau
HUON VALLEY COUNCIL
Geeveston Town Hall ndash The Future
Feasibility Study
Prepared by
JUNE 2015
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 1
Contents
Executive Summary 3
Scope and Purpose of the Feasibility Stage 4
Core Objectives 4
Work Tasks 4
Referenced Documents 5
Huon Valley Community amp Economic Profile 6
Key Statistics 6
Employment 7
Key Industry Sectors 7
Businesses 8
Geeveston Community amp Economic Profile 9
Key Statistics 9
Employment 10
Key Industry Sectors 10
Businesses 11
Drivers of Economic Development 12
Tourism Visitation 13
Assessment of Geeveston as a Visitor Destination 16
Geeveston Town Hall Precinct 18
Geeveston Township Context 18
Current Use and Use Issues 18
Assessment of the Town Hall Building 19
National and International Perspectives 20
Global Adaptive Reuse Project Case Studies 20
Australian Town Hall Redevelopment Project Case Studies 27
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 2
Stage One Stakeholder Engagement 40
Stakeholder Meetings 40
Stakeholder Workshop 40
Geeveston Town Hall SWOT Analysis 44
Strengths 44
Weaknesses 44
Opportunities 45
Threats 45
Situational Summary 46
Vision amp Objectives 47
Recommended Vision amp Intent for Geeveston Town Hall 47
Recommended Objectives 47
Development Strategy Options 48
Primary Options for Development and Use 50
Stages of Development 52
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 3
Executive Summary
This feasibility study for Huon Valley Council has been prepared within the context of planning for the future of the Geeveston Town Hall (GTH)
Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building for the future
This project has considered the issues surrounding the economy of the area drivers of tourism visitation to the area issues surrounding the GTH building itself and adaptive reuse examples from other parts of Australia and the world in circumstances where an historical public asset requires a new future
Importantly this project has sought community ideas and feedback through a formal stakeholder workshop and conversations with a range of community and industry stakeholders This has provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre
2 Museum interpretation centre
3 Gallery amp exhibition space
4 Flexible events space
5 Hospitality services (cafeacute restaurant commercial kitchen)
6 Integrated tourism operations
7 Seafood experiences
8 Public amenities
Architectural concept drawings will need to be further developed in conjunction with the project architect Preston Lane showing the special characteristics and use detail and demonstrating how the building could be renovated improving its utility for these purposes
These use opportunities and design concepts will be offered for public consultation in July 2015
A detailed business plan will be developed for the preferred use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 4
Scope and Purpose of the Feasibility Stage
The scope of this stage of work as per the project brief is as follows
Core Objectives
To assess identified options to enable a recommendation to be made on the most viable and sustainable option for the centre
Assessment will include
Consideration of each identified option
Consider industry best practice for each of the identified options
Identification of potential impacts on the building and its infrastructure for each option (ie space required fit out people flow through building access
requirements etc)
Cost benefit analysis for recommended option identified
Work Tasks
1 Research uses for town halls and key central public assets across other townships in Australia and overseas Find as much comparative data and descriptive
information as is feasible to inform the project team and stakeholders
2 Record and assess each configuration in a comparative analysis Qualify the differences and benefits of different approaches taken elsewhere
3 Consult with industry professionals in networks with Australian and global experience to gather ideas experiences and advice
4 Generate key concepts for development
5 Map the requirements
a uses business types and offerings
b impacts on local township businesses
c technical requirements for each use
d site user issues
e asset development issues and
f estimate base costs to develop
6 Generate alternatives for the site within the feasibility study that should be considered This will link closely to any possible concept alternatives within the
design process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 5
Referenced Documents
The following Huon Valley Council publications were read as background information in the development of this feasibility study
2010-2015 Strategic Plan
2014 ndash 2015 Annual Plan
Huon Valley Council Economic Development Strategy
Heritage Park Site Development Plan
Huon Valley Regional Tourism Strategy
Huon Trail Marketing Plan 2014-15
Far South Regional Tourism Strategy
Arts amp Heritage Strategy and Action Plan 2012 ndash 2017
Community Engagement Framework
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 6
Huon Valley Community amp Economic Profile
The Huon Valley is a vibrant semi-rural community located a comfortable 30-minute drive south of the Tasmanian capital city Hobart It is Australiarsquos southernmost municipal area with a population of more than 15000 people
The Valleyrsquos 5497 square kilometres is dominated by meandering waterways and forested hills The regionrsquos fertile landscape produces a dazzling array of quality foods that has helped Tasmania earn its reputation as a food-lovers paradise
The Huon Valley is also a haven for yachting and boating enthusiasts with easy access to the Huon River and DrsquoEntrecasteaux Channel These waters offer world class fishing sailing diving and rowing experiences
Our magnificent waterways are not the only attractions The area is also renowned for its mushrooms wine seafood fruit and other gourmet delicacies The gourmet food festival Taste of the Huon held each year in March is a weekend celebration of the best produce the Valley has to offer
Source httpwwwhuonvalleytasgovauregion
Key Statistics
Resident population 15140
Median age 42
Number of households 5812
Median total household income ($weekly) 868
Unemployment rate 66
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 7
Employment
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 8
Businesses
There are approximately 1175 businesses in the Huon Valley region encompassing Huonville ndash Franklin Geeveston ndash Dover and Cygnet The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 9
Geeveston Community amp Economic Profile
Geeveston is a small township nestled in the lower reaches of the scenic Huon Valley It has a strong apple growing and forestry heritage and today caters for travelers exploring the nearby forests Hartz Mountains National Park and Picton and Huon rivers
Surrounded by rolling hills and the nearby mountains Geeveston has a range of shops eateries and local attractions and a main street full of hand-carved timber sculptures of famous locals
Apple orchards grow in the lush green valleys nearby and during autumn visitors can buy buckets of Pink Lady Crofton Geeveston Fanny Apple Red Delicious Granny Smith and Fuji apples from roadside stalls
Theres also a creative community of artists and makers who sell their wares on the main street and at a regular market
West of Geeveston is the Tahune Forest Reserve and the popular Tahune Airwalk Here you can walk amongst the treetops past rare species some found only in Tasmania The walkway rises up to 48 metres above the ground and extends for around half a kilometre over the Tahune State Forest and Picton River
Source httpwwwdiscovertasmaniacomauaboutregions-of-tasmaniahobart-and-southgeevestonwhat-to-do|page-1
Key Statistics
Resident population 1430
Median age 41
Number of households 549
Median total household income ($weekly) 765
Unemployment rate 77
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 10
Employment
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 11
Businesses
There are approximately 278 businesses in the Geeveston ndash Dover area The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 12
Drivers of Economic Development
Although it is outside the scope of this project to plan more broadly the economy of the region as Council already has an Economic Development Strategy it is still important to focus on the drivers of economic performance as they are related to the Geeveston Town Hall and the overall Geeveston township and surrounding region
Below are performance measures and targets offered for discussion and further clarification within the context of this project It must be recognized that a singular building development is incapable of being responsible for the total performance of a region however it is also important for this planning project to identify with the overarching objectives for the region One of the major drivers of growth for the region is tourism as this is a natural strength of the region and also a key driver of opportunities where scale and economic diversity can be achieved
Industry Performance Measures for Discussion
Industry Performance Measure
Tourism and Hospitality Room night stock
Visitors to region (total visitors to Geeveston)
Length of stay (nights)
Average spend during stay
Jobs by business type
Jobs created in annual period
$ investment in new activities and assets
Number of new businesses
Other Industries
Seafood and fisheries
Forestry
Creative industries
Jobs by sector
Jobs created in annual period
$ investment in new activities and assets
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 13
Primary production (farming)
Manufacturing (food industrial commercial and consumer goods)
Retail (food consumer goods)
Services (health education transport etc)
Number of new businesses
Tourism Visitation
The Huon Valley
The Huon Valley prides itself on its pristine environment rich living history strong maritime connections temperate wilderness unique accessible wildlife world renowned food and wine and seasonal climate variations
The Huon River is an iconic natural feature of the Huon Valley and weaves its way through the five main townships of Huonville Franklin Cygnet Geeveston and Dover The region has a long maritime and forestry history and is augmented by a rich cultural heritage
The Huon Valley encompasses two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks
Tourism is a key economic driver in the Huon Valley and the region leverages from its two major tourist attractions ndash Tahune Airwalk and Hastings Caves and Thermal Springs
Source Huon Valley Attractions and Experiences Prospectus ndash April 2013
The table below shows a range of statistics based on interstate visitation to Tasmania from January 2011 to December 2014
The Huon Trail commences at Taroona and travels south to Kingston where it splits into two distinct areas of the Huon Valley and DrsquoEntrecasteaux Channel areas Interstate touring route holiday visitors to the Huon Trail increased 23 in 2013 from the previous year and further increased by 32 in 2014 to 154007 visitors
In the 12 month period from January 2014 to December 2014 there were 55687 interstate visitors to the Tahune Airwalk down 20 from the previous year and 22911 interstate visitors to Hastings Caves and Thermal Springs down 11 from the previous year
It would appear from the data below that new accommodation came online in both Cygnet and Huonville during 2014 with a significant increase in overnight visitor numbers and nights stayed in these locations However it is noted that this data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 14
Jan 2011 - Dec 2011 Jan 2012 - Dec 2012
change from
previous period Jan 2013 - Dec 2013
change from
previous period Jan 2014 - Dec 2014
change from
previous period
Day Visitors
Dover (Until June 2006 from July 2007) (Visited) 12141 12439 245 13610 941 12330 -940
Geeveston (until June 2013) (Visited) 38243 37663 -152 26013 -3093 - -
Cygnet (from July 2013) (Visited)~ - - - 14341 - 37329 16030
Huonville (Visited) 73169 68188 -681 75154 1022 67202 -1058
Cockle Creek (from July 2005) (Visited) 9085 7179 -2098 8132 1327 8046 -106
Overnight Visitors
Dover (Until June 2006 from July 2007) (Overnight) 8157 5610 -3122 7906 4093 9223 1666
Geeveston (until June 2013) (Overnight) 5616 7092 2628 4481 -3682 -
Cygnet (from July 2013) (Overnight)~ - - 2521 - 10914 33292
Huonville (Overnight) 15009 12819 -1459 17891 3957 25069 4012
Cockle Creek (from July 2005) (Overnight) 4175 4819 1543 5349 1100 6182 1557
Total Number of Nights Stayed^
Dover (Until June 2006 from July 2007) 37159 66172 7808 18601 -7189 27257 4654
Geeveston (until June 2013) 36663 19441 -4697 8153 -5806 - -
Cygnet (from July 2013)~ - - - 9343 - 75362 70661
Huonville 103104 96799 -612 68458 -2928 140297 10494
Cockle Creek (From July 2005) 11035 12242 1094 14947 2210 12932 -1348
Average Number of Nights Spent^
Dover (Until June 2006 from July 2007) 46 118 720 24 -940 3 06
Geeveston (until June 2013) 65 27 -380 18 -090 - -
Cygnet (from July 2013)~ - - - 37 - 69 32
Huonville 69 76 070 38 -380 56 18
Cockle Creek (From July 2005) 26 25 -010 28 030 21 -07
Average Spend per Visitor ($000)
Average Expenditure per Visitor 1631 1542 -0089 153 -0012 1645 0115
Holiday 2425 217 -0255 2224 0054 2284 006
VFR 088 0949 0069 0862 -0087 0997 0135
Business 113 1166 0036 1153 -0013 1112 -0041
Other 1585 1809 0224 1371 -0438 1336 -0035
Attractions Visited
Tahune Forest Airwalk (from July 2001) 56747 54166 -455 69802 2887 55687 -2022
Hastings CavesThermal Springs 22105 22011 -043 25817 1729 22911 -1126
Touring Route Holiday Visitors
Huon Trail 128232 121686 -510 149298 2269 154007 315
Places stopped and looked around but did not stay overnight
This data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Visitor data for Geeveston was collected until June 2013 so the Jan 2013 - Dec 2014 represents only a 6 month period
~ Visitor data for Cygnet was collected from July 2013 so the percentage change from the previous 12 month period is based on only a 6 month period in the Jan 2013 - Dec 2014 period
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 15
Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk The forests in the region provide the idyllic setting for bush walking fishing bird watching and mountain climbing and biking
As detailed in the table above in the 6 month period from January 2013 to June 2014 there were 26013 day visitors and 4481 overnight visitors to Geeveston from interstate staying an average of 18 nights
It is hard to comment accurately on current visitor trends in Geeveston as Tourism Tasmaniarsquos Tasmanian Visitors Survey ceased collecting data for Geeveston in June 2013 However visitor numbers to the township appeared to be on track to increase in 2013 with 26013 visitors in the 6 month period from Jan 2013 to June 2014
Source Tasmanian Visitors Survey 2014
Tahune Airwalk
Interstate visitors to the Tahune Airwalk were up 29 in 2013 from the previous year but dropped 20 in 2014 to 55687 Source Tasmanian Visitors Survey 2014
Based on this 80 per cent of visitors to Tahune Airwalk are from interstate with the remaining 20 per cent from intrastate
The table below shows Tahune Airwalk ticket sales from 201112 to present
201112 201213 201314 201415 (ytd)
201516 (forecast)
Total Tahune Airwalk Ticket Sales 63566 72982 69347 70759 80000
sold onsite 40 50 55 55
sold online 10 10 10 10
sold at Geeveston Forest amp Heritage Centre 45 35 30 30
sold through TTICs (Hobart amp Huonville) 5 5 5 5
Source Forestry Tasmania May 2015
Total visitor numbers to the Tahune Airwalk have been steady at around 70000 tickets sold per year for the past 3 years Ticket sales through the Geeveston Forest and Heritage Centre have slowly decreased from around 45 to 30 over the past 3 years currently representing approximately 23000 sales as the share of onsite ticket sales has increased Source Forestry Tasmania 2015
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 16
Tickets sold through the Huonville TTIC represent less than 1 with only 701 bookings made to date this year Source Huonville TTIC May 2015
Hastings Caves amp Thermal Springs
Interstate visitors to Hastings Caves and Thermal Springs were up 17 in 2013 from the previous year but dropped 11 in 2014 to 22911 Source Tasmanian Visitors
Survey 2014
The majority of tickets are sold online or onsite
Tickets sold through the Huonville TTIC represent less than 1 with around 100 bookings made each year Source Huonville TTIC May 2015
The Geeveston Forest and Heritage Centre has not been a great promoter of Hastings Caves with only 400 brochures supplied per annum in previous years
It is noted that in the last period that the Geeveston Town Hall operated as a Visitor centre sales of tickets to Hastings Caves represented around 1000 tickets
A conversation held with manager of Hastings Caves indicated that they are very supportive of improving visitor services within Geeveston and are very keen to be involved in establishing a greater level of interpretation and promotion of the experience
Assessment of Geeveston as a Visitor Destination
Based on an assessment of the total list of tourism related businesses for the region there are clearly some significant strategic gaps that need to be addressed for Geeveston and the South to generate greater yield from organic visitation and encourage growth of tourism market share
Most notably the major gaps in developing a more robust tourism economy are as follows
Gap Indicators
Inadequate visitor information services There are estimates of as many as 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek visitor information about surrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unable to purchase or book anything other than tickets to the Tahune Airwalk The closest TTIC is located at Huonville
Undersupply of accommodation options for all segments of the tourism market
In 2014 visitors stayed a total of 140297 nights in Huonville and 75365 in Cygnet a total of 215662 nights The number of visitor nights captured in Geeveston has significantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston is relatively unchanged and there is opportunity to capture a larger share of visitor nights
Undersupply of wilderness and agritourism As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 17
attractions and experiences wilderness waterways and environmentally based tourism experiences Considering the proximity of two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks and the strength of the agricultural sector an assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
Undersupply of hospitality services to satisfy visitor requirements
An assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of hospitality services for visitors There are a total of three hospitality providers in Geeveston
Bakery
Cafeacute
Massaki Sushi
It is noted that there is an inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there is opportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
Lack of dynamism and contemporary presentation for the history and heritage of the region
Capital expenditure on the streetscape and the main street buildings has been very minor with little change over many years
The format of the current Geeveston Forestry and Heritage Centre displays is not contemporary and is not managed to actively encourage re-visitation
An obvious gap in the appeal of township facilities and amenities to encourage a feeling of comfort and enjoyment ie creating social spaces in which people want to stay and spend time
General visitor services are not up to standard compared to other places with high quality facilities
The recognised natural advantages that the region holds in terms of wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the far south are well noted as ldquoday triprdquo destinations from Hobart or Huonville Geeveston needs to reposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 18
Geeveston Town Hall Precinct
Geeveston Township Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated as a visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community business model
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has a strong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelings of well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wish to activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see as valuable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania do not intend to continue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This business includes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestry operations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays and similar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver of visitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction with visitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the area Geeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead the Forestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centre have shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for the township and all tourism and visitor activities the region has to offer
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 19
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatly interested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to be regularly involved Even the Geeveston Records and Historical Society are rarely involved in the site to organize events or to manage the presentation layout for the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalk tickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from this activity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas Some observations include
The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy the place
The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural advice to plan for
contemporary commercial and community use
The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access and to
appreciate the surrounding offering of main street Geeveston
There is ample parking adjacent to the building that already services commercial and private road users
The building is within close proximity to Heritage Park that currently has a master plan under development
The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to other sites
of this type
Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great potential for
refitting for multipurpose use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 20
National and International Perspectives
Global Adaptive Reuse Project Case Studies
The following case studies have been gathered from across global markets and showcase some significant adaptive reuse projects Although these international examples are of an industrial scale they provide lsquofood for thoughtrsquo and inspiration
Battersea Power Station England
Images Battersea Power Station and Keith Evans
Easily one of the most recognised landmarks on the banks of the River Thames in London Battersea Power Station has been lying abandoned for decades Like the old power station just around the bend of the river ndash the Tate Modern ndash there have been calls to pull down the dilapidated structure for a number of reasons Some said that due to its size it would be too expensive to redevelop others claimed that the elements had given it such a bettering over the years that it had become relatively unsound Now after numerous failed attempts to revive the building and immediate area plans for one of the biggest redevelopments the south bank of London is yet to see are afoot and they certainly look impressive Proposed by Dublin-based Treasury Holdings the new design will see a mainly industrial area of London go green which is what the potentially lucrative Nine Elms area around Battersea has been crying out for The new pound55bn scheme includes plans for 3700 homes built alongside offices shops and restaurants on the 40-acre site The famous chimneys are to be restored to their former glory and the landmark building will house a conference centre among other things The new plans will also offer uninterrupted views of the Palace of Westminster on the opposite banks one of the stipulations of the new development and the reason Treasury Holdings earlier plans which included a huge lsquoeco-domersquo (pictured above) were rebuked
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 21
Sewage Silos Netherlands
Images Arons en Gelauff
Early in 2009 Amsterdam city planning ran a competition for an adaptive reuse project concerning a former sewage treatment plant in the Zeeburg district of the city The winning design was a proposal for a multifunctional cultural centre which would house exhibition spaces a media centre movie theatre and theatre hall crowned by a rooftop restaurant in one silo and an open rooftop playground in the other
The winning plan was inspired by Hollandrsquos most popular childrenrsquos book author the late Annie MG Schmidt hence the playfulness of the design Arons en Gelauff architects involved in the project said the main aim was to ldquobreathe new life into the silos transforming them into an inspiring and lively place which will help shape the character of the new Zeeburgereiland housing districtrdquo The Annie MG Schmidt House is marked for completion in 2011
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 22
Gasometer City Vienna
Images Andreas Poeschek and via Dornob
One of the most successful residential reuse projects is Gasometer City in Vienna Austria Four immense disused gasometers were successfully revamped in the late lsquo90s and have since become infamous in the world of adaptive reuse
Built in 1896 when Viennese authorities decided to invest in large-scale coal gas and electricity supplies the gas plant serviced the locale and beyond for a good 88 years until it was shut down permanently in 1984 after natural gas supplies took over Although life in the cylinders didnrsquot completely disappear raves were hosted from time to time popular because of the acoustics inside the drums and one housed a set for the movie James Bond The Living Daylights Then in 1995 the decision was made to revitalize the gas plant
With the proviso that the brick exterior of the gasometers was to be kept intact each gasometer was remodelled by a particular architect Jean Nouvel (Gasometer A) Coop Himmelblau (Gasometer B) Manfred Wehdorn (Gasometer C) and Wilhelm Holzbauer (Gasometer D) all four with specific zones for living working and entertainment The result produced a vast walled city within a city The unique redevelopment has since become a sought after place to live with a close-knit inner community and is looked upon as a very successful example of adaptive reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 23
Tate Modern London
Images Walk Talk Tours Jim Linwood Bleuchoi Andrew Dunkley and The First Word
Reaching high into Londonrsquos skyline is the Tate Modern a magnificent old oil-fired power station which now houses an international collection of contemporary art dating from 1900 onwards It has become the most visited tourist attraction in London surpassing even the National Gallery and the British Museum and the most visited modern art museum in the world
Designed by Sir Giles Gilbert Scott who incidentally also designed Battersea Power Station and one of Britainrsquos other iconic symbols ndash the red telephone box the original Bankside Power Station was built in two stages from 1947 to 1963 finally turning off the pumps in 1981 For a long time the building was under the beady eye of developers who were quick to mark it for demolition but after impassioned pleas by campaigners to save the building were heard a competition for redevelopment ensued and at the beginning of 1995 Swedish architects Herzog and de Meuron won the battle to build Londonrsquos next big thing
The gallery opened to much acclaim in 2000 and has attracted more than 30 million visitors since Its success is partly due to its situation on the banks of the Thames but also because of the use of space within the building The main Turbine Hall a huge space of 3400 square metres that once housed the main electricity generators was fortunately left in its original form providing a vast gallery for art installations that often require public interaction and appreciation of the space It is this space and its ability to be so successfully transformed time and time again that has changed peoplersquos perceptions of art which is no doubt so much more than the architects were hoping for in their redesign
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 24
Water Plant Berlin
Images via One Eight Nine
When two artist friends Michael Elmgreen and Ingar Dragset decided to set up a livework space they didnrsquot bargain on getting such a good deal For just US$700000 the DanishNorwegian pair purchased a disused water pumping station in suburb very close to Berlin City Centre The building had been left empty since the early 1990s with few interested buyers as it was located in the middle of a residential district ndash no longer right for industrial use and too awkward to be tackled by some developers ndash so Elmgreen and Dragset jumped at the chance to work their magic on the generous space
The artistic partners who have exhibited around the world enlisted the services of two young architects Nils Wenk and Jan Wiese to help transform the pump house into an artistrsquos workspace and home It was important they applied concepts from their art into the redesign and a love of spatial challenges saw them breaking down more walls than were built
ldquoWe deliberately made the borders between the work and living spaces fleetingrdquo Ingar Dragset told the New York Times ldquoThe combination of vast floor space and the small quirky nooks means you can be very hidden here or very exposed depending on your moods or needsrdquo
Even after getting happy with a sledgehammer the old water pumping station now accommodates two separate private areas for the artists a generous kitchen four bathrooms an attic living room and some of the most spectacular light-filled living and working spaces
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 25
Cafeacute Restaurant Amsterdam
Images Wili_hybrid and Cafe Restaurant Amsterdam
Housed in a former water-processing plant Cafe Restaurant Amsterdam is one of the cityrsquos chicest eateries Dating back to the late 1800s the building is left mostly intact with the main pumps proudly on display in the main part of the restaurant The large space is lit with huge floodlights in the evenings reclaimed from the former Ajax and Olympic football stadiums in the city The interior may look crude to some but to other it offers a unique dining experience and will always provide a talking point when therersquos a lull in the conversation
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 26
CasaComvert Milan
Images Giuliano Berarducci and studiometrico
A number of years ago clothing design company Comvert asked Milan-based interior architects Studiometrico to find a new HQ for their growing company that would fit a very particular brief Comvert ndash a company founded by four skater friends in 1994 design produce and distribute snowboards clothing and accessories for both skate and snow boarders under the brand name bastard ndash wanted their new space to house their flagship shopfront a design studio office warehouse and a useable skate bowl all within the one building And in spring 2005 Studiometrico came up trumps they had found an old 1950rsquos cinema big enough to fulfil all Comvertrsquos needs
Studiometrico retained as much character of the old building as possible in fact the foyer which is now the administration centre of the building looks relatively untouched while the dress circle has been converted to an amazing design studio and office space providing the perfect creative working area But it is the suspended skate bowl that makes the refit so successful Hanging six metres about the warehouse space the skate bowl affectionately known as bastard bowl fills what was once the void above the seating area in the cinema and is the main pride and joy of the Comvert partners who must have to pinch themselves when they go to work every morning ndash if only everyone was so lucky
Source httpwwwarchi-ninjacomexcellent-examples-of-adaptive-reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 27
Australian Town Hall Redevelopment Project Case Studies
The following examples of adaptive reuse of public town halls and civic buildings within Australia are of a smaller scale and are a much more direct comparison to the Geeveston Town Hall situation Although many of these are larger buildings and in larger population centers the historic use and new use opportunities are similar The desk research process has uncovered summary information and we have held an interview with the most relevant project (Murray Bridge Town Hall South Australia)
Ballarat Civic Hall Redevelopment ndash City of Ballarat Victoria
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 28
In 2012 SGS Economics amp Planning were commissioned by the City of Ballarat to explore options for reuse or redevelopment of the existing structure of the Civic Hall as a performing arts andor function venue and detail a shortlist of preferred options This could extend to options that involve partial demolition alterations or additions to the building
The full suite of uses of the Ballarat Civic Hall as a performing arts or function venue was scoped through discussion with the City of Ballarat and included
Performing Arts Uses Function Uses
TheatrePlayhouse
OperaticBallet Theatre
Multipurpose Performing Arts Venue
Secondary Education Performing Arts
Tertiary Education Performing Arts
Performing Arts Training Facility
Exhibition Venue
Conference Venue
Reception Centre
Nightclub
Live Music Venue
Dance Hall
Offsite School Function Facility
Cinema
Two other uses were identified for the site
University Student Accommodation
Visitor Information Centre (VIC)
Each potential use identified was analysed against demand and supply with reference to demographic and visitors data If there appeared to be insufficient demand to support an activity even as part of a shared facility at the Civic Hall it was eliminated from the process
The following uses of the Civic Hall appeared to be supported by demand and were largely compliant with Council policies for the use of publically owned and administered spaces
A multipurpose venue that accommodates medium to large exhibitions (ideally 1000 ndash 2000 square metres) and performing arts classes training and
performing arts company administration offices (This could theoretically be achieved with the use of moveable partition doors to create divisible spaces for
exhibitions and performing arts spaces)
A mid-size (greater than 300 and less than 3000 patrons) indoor live music venue
A range of financial modelling and social impact assessment was undertaken on the two preferred options
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 29
Societal cost benefit analysis demonstrated that the multipurpose venue option would not provide sufficient community benefits to outweigh the cost of redeveloping and operating the Civic Hall Financial analysis showed that income from the various uses of the site as a multipurpose venue would be insufficient to offset the publically incurred cost of operating the facility for this purpose
Societal cost benefit analysis demonstrated that the live music venue option provided significant user benefits to live music event attendees and increased the offering of live music performances (across a variety of genre) in Ballarat However a live music venue would result in a weak positive cash flow during the operating phase with a failure to pay back the initial investment
Source httpwwwballaratvicgovaumedia1867737ballarat_civic_hall_reuse_redevelopment_final_reportpdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 30
Bay Discovery Centre amp Glenelg Town Hall Service Review ndash City of Holdfast Bay South Australia
In February 2008 Hudson Howells was engaged by the City of Holdfast Bay to undertake a review of the Bay Discovery Centre (BDC) as a community and visitor service and evaluate the current and future commercial tenancy options for the Glenelg Town Hall (GTH) building as a whole with the goal of making the BDC and the GTH building generally more financially viable for Council
It is noted that the City of Holdfast Bayrsquos Economic Development Strategy has three key objectives
Tourism
Shopping amp activity precincts and
Business development and employment generation
The question is whether the GTH is the right location for the BDC and whether the GTH could be put to an alternative use that would generate a better community benefit
A stakeholder workshop identified the high priority space usage and tenancy options for the BDC and GTH generally as
Tourist visitor information centre
Combined library Internet history centre Council customer service centre with cafeacute coffee shop
Museum of South Australia
Gift shop ndash merchandising souvenirs
Glenelg Town Hall
The GTH is in an outstanding location but the design of the building its faccedilade and its heritage listing conspire to severely limit its commercial appeal
Council has the BDC as a tenant but it is questionable whether this is the optimum location for a museum interpretive centre
The building lacks lsquostreet presencersquo and this is likely to be an ongoing problem given its state heritage listing
This attribute makes the building unattractive to potential retail and hospitality tenants but might not be such a problem for the professional business services
sector This makes attracting additional tenants problematic
The faccedilade of the GTH is dull and uninviting and the Moseley Square entry foyer is not overly welcoming
Parts of the GTH are in disrepair and a large amount of space is under-utilised
Given its location a significantly refurbished GTH site could generate the following income
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 31
Retail space $700 - $800 per square metre per annum
Restaurant space $300 - $500 per square metre per annum
Office space (new) $300 per square metre per annum
o In its current state the GTH might generate in the order of $100 per square metre per annum as office space
Other possible options identified for the Glenelg Town Hall include
Boutique hotel
Grannypackers lodge
Function conference centre with or without a hospitality training school
If the GTH was converted into a hotel lodge or function centre what would become of the BDC
Bay Discovery Centre
The BDC has recorded significant visitor growth over recent years
The BDC plays a major role in entertaining informing and educating not just the Holdfast Bay community but also national and international visitors
The BDC has relatedly high running costs
The BDC has little visual street presence ndash potential visitors typically need to be lsquoalertedrsquo to discover it
The BDC has little in the way of neighbouring establishments that are likely to draw foot traffic
The display space lacks flexibility and is constrained by limited floor space
The gallery space is on the mezzanine floor
The BDC is located away from other Council services notably the history centre the libraries and the customer service centre
There was strong support at the stakeholder workshop for a lsquoone stop shoprsquo that would include a customer service centre history centre library internet cafeacute community centre museum and visitor information centre In addition a volunteer training centre could be considered for inclusion
Conclusions
There are opportunities for the BDC and GTH to become revenue neutral
There is a broader strategic issue which needs to be addressed by Council and that is one of potentially consolidating a range of Council services into a lsquoone stop
shoprsquo
The GTH is currently under-utilised but has the potential to be adapted to more suitable economically viable uses such as a boutique hotel grannypackers
lodge or function conference centre with or without a hospitality training school
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 32
The Visitor Information Centre incorporating a gift shop currently operated by the Dolphin Cage could form part of the BDC and contribute in the order of
$90000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to introduce an entry fee which could contribute in excess of $100000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to increase revenue from school groups and bus tours to offset the BDCrsquos operating costs
Stage 2 of this project will comprise a Key Issues Paper and Recommendations specifically addressing issues critical to the BDC and the GTH becoming revenue
neutral Council operations
Source httpswwwholdfastsagovauwebdataresourcesminutesAgendas294_-_Attachment_3a_-_240608pdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 33
Gawler Connect ndash Town of Gawler South Australia
Gawler Connect is an exciting new proposed infrastructure project aiming to rejuvenate Gawlerrsquos Town Hall Institute and Main Street into an Arts Cultural and Community Hub The population of Gawler is predicted to double to 40000 in 10-15 years and there will be an increasing demand on civic and community services
The proposed project will create a lsquoSmartrsquo Library Youth Lounge amp Multimedia Performance Space Cultural Heritage Gallery and Heritage Research Centre Community Arts Space a new National Broadband Network Co Office and Business Incubator Center as well as a street front Tourism and Visitor Centre and Cafeacute with multipurpose spaces available for community use
Gawler Connect will create a vibrant regional Cultural Hub ndash bringing people together in a safe and freely accessible space that inspires all generations through the provision of a range of state-of-the-art spaces and services with an arts and cultural focus The inclusion of a new Tourism and Visitor Centre and Cafeacute co-located with an interpretive heritage gallery fronting the main street will create a vibrant focus and have a flow on effect in attracting visitors and new investment into cultural tourism and the region
Key features
A lsquoSmartrsquo interactive Library with state-of-the-art IT facilities
A National Broadband Digital Services Centre
Digital Media Arts amp Cultural Performance Spaces
Cultural Heritage Exhibition Gallery
A Multi-media Youth Lounge
Heritage Research Centre
Business Incubator Program
Tourism amp Visitor Centre
Cafeacute
Council Customer Service Desk
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 34
Benefits to the community amp region
A major infrastructure project creating local job opportunities
Restoration conservation and adaptive re-use of two State heritage-listed buildings
Significant art heritage and cultural collections on display
Provide space and support for local and regional performing artists
Revitalisation of Gawler Main Street precinct
The project timeline is proposed from October 2013 to December 2016
Council-managed cash contributions for the overall project of about $25 million are proposed (this is in addition to the other allowable Council matching contributions) Council is proposing to raise about 60 of the additional $25 million from a range of potential partners including regional corporate businesses businesses involved in major developments in the region tertiary institutions the State Government and a Community Fund
Source httpwwwgawlersagovaupageaspxu=737
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 35
Murray Bridge Town Hall Cultural Precinct Study ndash The Rural City of Murray Bridge South Australia
Images from Grieve Gillet httpwwwgrievegillettcomaumurray-bridge-town-hallc1n3l
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 36
In 2008 Grieve Gillett was engaged by The Rural City of Murray Bridge to provide a Feasibility Study for the re-development of the Town Hall ndash a significant community asset The Council wishes to develop the Town Hall into a multi-purpose complex of excellence catering to the arearsquos diverse range of community groups residents and visitors
The study looked at options for transforming the building into a multi-purpose lsquoCultural and Performing Arts Centrersquo along with associated works to redevelop the street area on Sixth Street
To complete the Feasibility Study Grieve Gillett carried out the following
Preparation of floor plans of the existing building
Review of the current capacity of the building structure in line with Councilrsquos reports from consultantrsquos relating to the condition assessment defect audits and
structural assessments
Assess and identify user needs and any potential user gaps of the Town Hall facility
Determination of desired usage and development scenarios
Preparation of concept designs that will cater for proposed future uses
Preparation of the estimate of costs of proposed alterations to the building
Options to re-develop Sixth Street between Bridge Street and Fifth Street into a pedestrian-friendly precinct in conjunction with the Town Hall Re-
development Specifically Council requested an exploration of
o Mall with no vehicular movement
o One way road and widened footpaths
o Shared Zone
Presentations of proposals to Council and the Town Hall Project Management Group
Option 1
This option reclaims part of Sixth Street and extends the building to the full extent of the existing pavement line Sixth Street itself becomes one way with traffic travelling in a westerly direction The building opens out onto a plaza area providing additional foyer space suitable for alfresco dining A wide footpath runs alongside following the slope of the land whilst a new ramp is provided at the west end of the building to provide access for people with disabilities at that end
A small through-lift is provided in the north-east corner of the building adjacent to the north-east entry to allow disabled access to the first floor This allows the first floor area to be potentially leased out providing the Council with rental income
A small commercial kitchen is also located in the north-east corner
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 37
In the Hall itself the performance space has been relocated in front of the proscenium arch The stage itself has been removed and the space reutilised as storage areas and an access change room Retractable tiered seating is installed in the space within a partition wall that also forms the theatre lobby
On either side there are stairs to the gallery floor level providing additional seating and the control room
The roof over the new foyer in Option 1 has a 29deg pitch with the roof meeting the existing south stone wall above the existing first floor window line (refer to drawing 07027-SK-05 Long skylights are provided at regular intervals to allow an abundance of natural light
Option 2
Option 2 follows the same plan arrangement as Option 1 but the proposed foyer area is enclosed in a 2-storey high glazed Foyer with solid corners (refer to drawing 07027-SK-06) Our Cost consultant has advised that Option 2 will cost in the order of $560000 more than Option 1
Major Considerations for the Study
Carparking ndash Aim of increasing the general pedestrian amenity of the precinct without reducing the number of car parking spaces that currently exist
Traffic ndash Consideration of a mall with no vehicular movement a one way road with widened footpaths and a shared zone
Pedestrian Mall ndash The advantages of creating a pedestrian Mall would be far outweighed by the disadvantages of loss of car spaces loss of through access and management of delivery and emergency vehicles
Shared Zone ndash A shared zone results in a compromised pedestrian zone and a compromised vehicular solution A one-way solution will improve pedestrian amenity while maintaining good vehicular access and retain on-street parking
Cost Estimate
Total cost including associated fees (ex GST) = $5929000
Potential Income
The upgraded The Town Hall will have a range of facilities that will be capable of generating income
First Floor Offices - 195 square metres of office space for lease on the upper level This will be accessible direct from Bridge Street with its own street address
Current commercial rentals in Murray Bridge suggest that a gross annual rent in the order of $3500000 could be expected
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 38
Other income generation opportunities include
Cafeacute
Kitchen (either linked to the cafeacute or as a separate entity for catering opportunities)
Auditorium and Foyers (community functions weddings conferences corporate training
Source httpwwwmurraybridgesagovauwebdataresourcesfilesgrieve_gillet_reportpdf
Notes from Interview with Murray Bridge Town Hall Project
Summit Strategy conducted a phone interview with Faith Box Team Leader Community Development at the Rural City of Murray Bridge in South Australia to gain further information and insights into the redevelopment of the Murray Bridge Town Hall
The project commenced in 2003 and six years of Council planning took place before the Town Hall redevelopment commenced
Some local art groups took residence in the largely unused Town Hall building and developed a small art gallery ndash the visual art concept for the building grew
from this
A project management team was established and made up of elected members Council staff community stakeholders project architect and local builder
Membership changed over time as the project progressed
It was noted that the architect needed to have extensive theatre design experience
It was never intended for the building to be self-sustaining Council was aware that it would need to subsidise the operation of the building
Murray Bridge has a population of around 29000
Primary Uses The redevelopment was staged as follows
1st Stage
Murray Bridge Regional Art Gallery Premium art space which became a visual arts hub First stage showed the community the potential the building could have
2nd Stage
$750000 renovation ($500000 from Country Arts) Sculpture Court Shared space
3rd Stage
$4M redevelopment of rest of building
Auditorium ndash state of the art AV lighting seating etc
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 39
Workshop spaces for visual arts
Storage spaces
Green rooms meeting rooms conference spaces
Office space ndash for some Council staff
Foyers
Kitchen
Dressing rooms
Amenities
Options for Sixth St
Options for Sixth Street are currently under community consultation
Sixth Street is in the centre of town
Strong willed business stakeholders are worried about losing parking outside their businesses
Council plan to continually upgrade the street to become a shared space but as a gradual process
Governance amp Income
Managed by Council ndash wages maintenance etc
Some formal arrangements ie one community group gets free use of spaces in return for running gallery shop
Some bookings are charged to user exhibitor but most exhibitions are sourced and paid by Council
No charge to consumers for gallery viewing
The cost to Council per annum is significant
Building could never be completely self-sustaining ndash performing arts could be but visual arts cannot
Challenges
Heritage listed building in centre of town
Ingrained in community ndash didnrsquot want to see building knocked down
Strong willed stakeholders ndash including business owners in Sixth Street
Potential loss of parking in Sixth St
Not self-sustaining
Long planning process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 40
Stage One Stakeholder Engagement
Stakeholder Meetings
Andrew Towns from Summit Strategy has had conversations with a range of community and industry stakeholders in relation to this project These include
Huon Valley Council Councillors
Huon Valley Council Officers
Foresty Tasmania
Tahune Airwalk
GeCo
Geeveston Archives and History Society
Hastings Caves amp Thermal Springs
Destination Southern Tasmania
Makers on Church Street
Southern Furniture Design Centre
Harcourts Real Estate Huonville
Bendigo Bank
Masaaki Koyama
Cassey Faux
Amy Robertson
Leanne McKinnon
Henrietta Manning
Stakeholder Workshop
A stakeholder workshop was held on Wednesday 13th May 2015 at the Geeveston Town Hall The purpose of the workshop was to meet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building including
The importance of the Town Hall to the community living in Geeveston and the visitors to the area
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 41
The role of the building in the mix of retail and tourism service offerings within the township and
Opportunities for development of the building
The workshop provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building This input has been utilised in developing the ldquoVision and Objectivesrdquo section below and the potential future uses for the building
Objectives Identified by Community Stakeholders
From stakeholder discussions to date a number of key issues have been identified that are the drivers of value and sustainability for the Geeveston community
It is important to recognize that there are many community and business groups who will be affected by the performance of the Town Hall and it is thought that the building and its future use will have a direct impact on many facets of the life of people in and surrounding the township and the Huon Valley Region
The objectives recommended below have been distilled from various community input and detailed discussion with Huon Valley Council The stakeholder workshop held on the 13th May 2015 elicited the following overarching objectives and goals that the building should aspire to
The question was asked ldquoWhat are some valid objectives for the site or put another way what should our Town Hall be a part of achieving for the placerdquo
Objective Goal Classification
1 Be owned and run by the community ndash direct involvement Eg Community Board of Management
Governance
2 Be a driver for visitation to Geeveston ndash including overnight visitation To encourage a longer length of stay
Economy ndash Tourism
3 Boost the local economy Economy
4 Be an attraction in its own right separate to the Tahune Airwalk Economy - Tourism
5 To strive to be world class Community
6 Reflect the heritage of the area Have links to current amp future development initiatives for the area ie bike track Heritage Park existing retail
Economy ndash Tourism Community
7 Integration of offerings within the area ndash be a connector Community Economy
8 Be respect the culture history and heritage of the area Historical society to be linked to centre but not placed in the centre
Economy - Tourism
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 42
Tell our stories from past current and future Communicate where wersquore going
9 Attract creative industries to the area Economy Community
10 Contribute to the economic and community wellbeing of the local area and region ndash direct benefits Economy
11 Ongoing financial sustainability Operational Sustainability
12 Maximizing the availability of community capital for cost effective resourcing ndash volunteers sponsorship Operational Community
13 Bringing the community together ndash to develop a sense of community pride and ownership Community
14 Inspire and educate our children Community
15 To connect our community and town to the region and to the world Utilise technology to achieve this Internet access for visitors
Economy ndash Tourism
16 Exploit market opportunities that create new offerings and investment Economy
17 Encourage confidence for investment To achieve relevance distinctiveness motivating ndash is our identity right
Economy
18 To be vibrant dynamic and contemporary ndash not a museum Re-think museum
Community
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 43
Potential Uses Identified by Community Stakeholders
The stakeholder workshop identified the potential future use ideas
Gallery space for world-class exhibitions
Flexible events space and linkage to existing events
Agritourism experiences
Food amp beverage offerings o Seafood aquaculture o Fruit ndash apples cherries o Ciders amp wines o Local food hub ndash provedore o Linkage to farmers market
Art amp craft offerings
Timber history heritage and current offerings
Contemporary interpretation of history amp heritage
Access point for National Parks World Heritage Areas
Linkages to waterways
Tourism o Visitor precinct hub o Visitor information centre o Tourism operators o Linkage to Tahune Airwalk amp Hastings Caves
Accommodation
Small business
Restaurant cafeacute
Meeting conference training amp event space
Linkage with external experiences o Heritage Park o Bike track o Geeveston main street ndash pedestrian mall
Township streetscape theme o Heritage of area o Interpretation o Experiences
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 44
Geeveston Town Hall SWOT Analysis
Strengths
Ideal location in centre of township and on the main street
Ample parking adjacent to the building
Close proximity to Heritage Park
Significant and flexible floor space
The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
Highly interested and committed local resident and business community
There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
Existing banking tenant is stable and critical to the function of the town
The building has a long history of supporting tourism history culture and heritage
The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
The building is structurally stable maintainable and low cost in its current form
Weaknesses
In its current format the building does not encourage visitors to stay and enjoy the place
The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main street
Geeveston
The floor space is currently grossly underutilized
The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and businesses in the
area
The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
A very low level of local community engagement and use even though there is a high desire to do so
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 45
Opportunities
Refocus the buildings purpose on engaging visitors and representing its region
Integration of industries through a multi-purpose occupancy model
To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
To position Geeveston via the Town Hall as the gateway to the southwest
To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
To encourage connections to other surrounding townships and attractions
To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through communication of
clear intent and design
To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community groups
volunteer groups)
Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
To encourage investment and employment through the attraction of new business players and industry spending
Threats
Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
Availability of capital funding to redesign the buildingrsquos purpose
Inaction will cause a rapid and continual degradation of the tourism economy for the region
A lack of confidence in the region will constrain further tourism industry growth
The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more important
economically
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 46
Situational Summary
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate community and economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competing priorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses that have far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the site into the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industries within the region to maximize tourism experiences and promote the Huon Valley brand
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the township itself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or a lack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players but it will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse The section following focuses on that task and sets down the development concepts that we believe can be successful with a focus on both the short term requirements and the longer term vision for the township
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 47
Vision amp Objectives
Recommended Vision amp Intent for Geeveston Town Hall
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a community asset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history its natural competitive strengths and inspires a future of collaboration and industry diversity
Recommended Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community To tell our stories amp respect our history
To connect people with each other
To respect the culture history amp heritage of the area
To contribute to community wellbeing of the local area and region
Economy amp Industry To connect our town to the region and the world
To encourage new industries
To encourage employment amp confidence for investment
To offer our visitors great experiences
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
Operational To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
Governance To achieve continuous and stable governance
To achieve ongoing financial sustainability
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 48
Development Strategy Options
In defining an acceptable strategy for development of the Town Hall and also one that has financial feasibility it is important to consider the medium to longer term demand that will be placed on the performance of the building from different sectors of the Geeveston and Huon Valley regional economy
With the downturn in the forestry sector and the unlikely rapid rejuvenation of the sector this cannot be a priority industry to service The forestry industry is a strong theme from the past however and there is significant heritage value in telling that story about the region and one that will be of interest to visitors if told in a compelling and engaging way
The recognised natural advantages that the region holds in wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the more southern region to it is well noted as a ldquoday triprdquo destination from Hobart or Huonville
It is critical that the Geeveston area offers accommodation hospitality social space and additional retail opportunities to visitors into the future The key question is ldquoWhat will be the driver of change to encourage investmentrdquo There must be a catalyst or even a series of them that are integrated that offer private enterprise the confidence to establish operations in the area
Can the Geeveston Town Hall be one of these catalysts to change of the local economy Our argument is that is can be but only for certain purposes of use
It can be a driver of change and development for the following
1 Tourism promotion and visitor information services
2 Vibrant and engaging creative industries (including story-telling and museum)
3 Social and community events of significance
4 Integration and collaboration of industries
Uses that are not appropriate in our view are as follows
Use Reasoning
Manufacturing Significant goods in goods out operations may be highly counterproductive for tourism operations and the linkage to car parking services Additionally materials manufacturing is likely to produce waste that is unsuitable for other uses
Office space (excepting primary purpose office requirements)
Office space is in low demand and is low value and is likely to restrict the volume of use for other purposes that are more important
Accommodation The site will never support the special requirements necessary to develop substantial
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 49
accommodation facilities and is not able to be adjusted easily into the future leaving the site wholly focused on one primary activity
Wholly government funded operations (ie library radio station health offices)
Due to the volatility of government occupancies and the cyclical nature of centralisation and decentralisation government agencies are often a disruptive tenancy for this specific building type Additionally the building is best focused on encouraging private commercial and community enterprise economic development
This feasibility whilst recognising the potentials must also account for the gaps in supply and economic activity
Proposed Scope of Use
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
Economic growth for Geeveston
Visitor Information
Centre
Museum interpretation
centre
Integrated tourism
operations
Seafood experience
centre
Hospitality
(retail)
Community Events
Arts amp culture
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 50
Primary Options for Development and Use
The following table outlines a variety of purposes that we believe are valid for the Geeveston Town Hall however the special characteristics and use detail needs to be further developed in conjunction with the project architect Preston Lane
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
History amp Heritage Museum interpretation center operator
Historical displays and artefacts managed by the community and Geeveston Archives and Historical Society
Moderate at 20 of the site
Funded via visitor donation subsidised by Council (granted use of public assets or donations)
Low impact
Hospitality (Retail) Cafe
Restaurant
Commercial kitchen
Cafeacute and or restaurant with commercial kitchen for community use
Significant at around 20 of the site
Commercial rates for rented area
Potentially significant dependent on design However mechanical engineering likely to be the greatest cost Commercial kitchen is the largest impact
Community Events Flexible space Flexible space available for rental for use by community groups local artisans and commercial operators
Moderate at around 25 of the site
Sessional rates subject to operator approval
Due to the need to be flexible this space is likely to be low cost but will need to be highly durable due to traffic demands
Gallery and exhibition space
Flexible gallery and exhibition space for interactive displays presentations and curated exhibitions
Commercial rates for rented area
Should have a moderate impact if appropriately designed and fitted
Tourism Visitor Information Base for a satellite visitor Minimal at around 10 Commercial rates for Low impact and low
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 51
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
Centre information centre that focuses on Southwest accommodation experiences and attractions Offering retail local goods
of the site rented area cost
Integrated tourism operations
Collaboration of Southwest tourism experiences involving tour operators and guides adventure tourism and agritourism suppliers
Medium at around 10 of the site
Commercial rates for rented area
Likely to be delayed partly funded by building owner and finished by tenant
Seafood experience centre
Showcase of Tasmanian Salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Potential linkage with hospitality operator
Medium at around 10 of the site
Commercial rates for rented area
Potentially a significant cost due to the uniqueness of the experience and subject matter Potentially a long term attraction
Public amenities Public amenities with access from inside the building
Must include a lift to accommodation the elderly disabled and heavy goods
Minor at less than 5 of the site
Non-lettable area Moderate cost but requires significant works due to its current location and state
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 52
Stages of Development
The redevelopment of the Geeveston Town Hall can be broken into three key stages
Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
Stage Two ndash repurpose for the community and visitors
Stage Three ndash encourage service industry growth amp strategic linkages
Stage One ndash Reset the Base ndash prior to Summer 2015
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
To reinstate a Visitor Information Centre on site that also sells local handmade goods either as stock items or on consignment with strong linkages to the designers retailers
The TTIC must have the ability to represent the region in a compelling way there must be clear interpretation of the region
(lower floor)
Significant generator of visitation to Geeveston encouraging increased length of stay and spend
Prior to 201516 peak tourism season ie Spring 2015
Local handmade arts and crafts
Local markets and events
Community engagement
To include a flexible space that can satisfy community events for local and tourism purposes
(lower floor)
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage
Cultural and heritage To reset the museum component to the upper floor only and include a gallery space that could house exhibitions from local and Tasmanian artists
(upper floor)
Moderate refit impact however full implementation would result in a high impact
Staged development is warranted
Stage one would commence immediately ie prior to summer 2015
Full implementation by end 2016
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 53
Stage Two ndash Repurpose for Community and Increase Capacity ndash through to Dec 2016
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Rentable exhibition space for art and craft designers with potentially significant curated exhibitions into the future
Modest to low given the need to meet minimum standards and be a flexible exhibition space Security and environmental quality issues will be primary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural and heritage presentation of the region
ldquoRe-think museumrdquo
Significant on both space utilisation and required quality of fit out
Maximising artifacts and interpretation value
Long term design
Timing unknown at this stage
Community engagement Development of community enterprise taking a proactive hand in utilising the sitersquos flexible area encouraging creativity and connection
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage and how quickly the community enterprises can develop use activities
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercial kitchen that can also run community events
(lower floor)
Significant due to hospitality kitchen requirements and goods storage and inout facilities
Commencement as soon as practicable however operator identification will force a delay ndash Winter 2016 is the ideal development timing
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 54
Stage 3 ndash Encourage Service Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
Creating a tourism hub Potentially some integration of tourist services onsite Yet to be defined in greater detail
Post 2016 summer period
Creating connections with Heritage Park and its development
Some examples include bicycle hire storage of key rentable equipment music festival outdoor arts displays etc
Emerging linkages that are yet to have clarity
Unknown
Creating connection with surrounding townships
ie via bike track maps and presentations
Accommodation and stop over locations Services offered at regional locations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be the marshaling point for all visitors entering for experiences such as boating kayaking biking bush walking and wilderness visits This may require a range of facilities to accommodate
Unknown
Linkages to local industries Creating connections with the aquaculture industry
ie salmon experiences Massakirsquos Sushi alliance
Related to food tourism and food offerings Could be significant if a seafood experience centre is the concept eg aquarium and other features
Unknown
HUON VALLEY COUNCIL
Geeveston Town Hall
FINAL FOR
HUON VALLEY COUNCIL
Geeveston Town Hall ndash The Future
Business Plan
Prepared by
FINAL FOR HUON VALLEY COUNCIL MEETING
20TH August 2015
The Future
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 2
Contents
Executive Summary 4
Geeveston Town Hall Situation 6
The Township of Geeveston 6
Geeveston Town Hall Context 7
Current Use and Use Issues 7
Assessment of the Town Hall Building 8
Geeveston Town Hall SWOT Analysis 9
Situational Summary amp Opportunities 11
Geeveston Town Hall ndash the future 12
Community Engagement ndash Stage One 12
Vision 12
Objectives 12
Scope of Use 13
Primary Options for Development amp Use 14
Design Concept 14
Community Engagement ndash Stage Two 15
QVMAG Comparison and Insights 22
Business Strategy 23
Core Business 23
Differentiation 23
Value Proposition 24
Product amp Experience Offering 25
Economic Impact 27
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 3
Implementation Planning 29
Staged Implementation Overview 29
Detailed Implementation Plan 33
The Business amp Financial Model 37
Business Model 37
Financial Model 38
Governance Model 41
SWOT Analysis 43
Risk Analysis 45
Appendix A 48
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 4
Executive Summary
This business plan has been generated within the context of planning for the future of the Geeveston Town Hall (GTH) within the Geeveston Town Hall ndashthe future project Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council (HVC)as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building and maximisebenefit to the community into future
This project has considered the issues surrounding the economy of the area the previous uses of the building community engagement ideas and feedbackand examples from other parts of Australia and the world in circumstances where a historical public asset requires a new future
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre (VIC)
2 Museum
3 Commercial Gallery
4 Events
5 Hospitality services (cafeacute restaurant)
Architectural concepts have been developed demonstrating how the building could be renovated improving its utility for these purposes and alsoimproving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park and thetownship car park
These concepts have been offered for public consultation and the response from the public has in the main been positive Many residents and interestedstakeholders have rated the concepts highly when comparing them to the vision for the GTH There are issues to be dealt with and such items as publictoilets introducing competitive hospitality services within the town and capturing value from the regionrsquos tourism market have all been raised by thepublic These concerns are addressed in this plan and will be further addressed in future planning efforts in conjunction with HVC and key stakeholdergroups
It is proposed that the GTH be operated in future by an independent new company limited by guarantee (GTH Co) run by a community Board balancedwith representatives from the key stakeholder groups This organisation would contract with HVC for the head lease of the building and would operate thesite as agreed within that document The GTH Co would focus on the various offerings within the business plan and operate a not-for-profit business togenerate economic benefits for the town and the broader region
The redevelopment of the Geeveston Town Hall will take a staged approach and can be broken into three key development stages
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 5
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
Stage one involves the establishment of an operating entity for the GTH building the reinstatement of a Visitor Information Centre on site the redesign ofthe museum to the upper floor and the development of flexible space that can satisfy community events for local and tourism purposes and includes agallery space for community exhibitions
It is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in time for the peaktourism season
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
A critical success factor in the implementation of stages two and any other future development is the achievement of funding to execute the buildingcapital works This would involve grant funding and co-contribution funding
The financial operational forecasts demonstrate that with prudent management the building can be operated at a profit and can contribute rent to thebuilding owner The visitor centre is a significant operational unit which captures value from the available tourism market and positions the town as a keygateway to the far south The building operator will employ staff and contribute generally to the economy of the township as it will require products andservices to operate many of which will come from the local suppliers
There will be a requirement to fund the establishment of the new operating company and also the visitor centre This will need to be in the form of smallassets and also some operational cash flow to enable the commencement of operations HVC must be a leader in the establishment of these newoperations and should consider how they may be funded
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 6
Geeveston Town Hall Situation
The Township of Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk
Total visitor numbers to the Tahune Airwalk have remained steady at around 70000 tickets sold per year for the past 3 years of which around 30 are soldthrough the Geeveston Forestry and Heritage Centre
There are estimates ranging from 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek information aboutsurrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unableto purchase or book anything other than tickets to the Tahune Airwalk and tourism art and craft merchandise The closest VIC is located at Huonville
Furthermore there is an undersupply of accommodation options for all segments of the market The number of visitor nights captured in Geeveston hassignificantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston isrelatively unchanged and there is opportunity to capture a larger share of visitor nights
There is also a gap in the supply of hospitality services for visitors There are currently three hospitality providers in Geeveston and it is noted that there isan inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there isopportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of wilderness waterways and environmentally basedtourism experiences However there appears to be a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
There is a lack of dynamism and contemporary presentation for the history and heritage of the region Capital expenditure on the streetscape and the mainstreet buildings has been very minor with little change over many years The format of the current Geeveston Forestry and Heritage Centre displays is notcontemporary and is not managed to actively encourage re-visitation
Visitors to Geeveston are not inspired to stay and spend time as the current township facilities and amenities lack appeal and do not encourage a feeling ofcomfort and enjoyment
Geeveston has significant issues in relation to the township roadways and how they encourage visitors to enter the main street Signage traffic flow andtownship appeal are all important factors for the future in making Geeveston a more successful township and visitor experience
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 7
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity ofattractions and support services Geeveston and the ldquoFar Southrdquo are well noted as day trip destinations from Hobart or Huonville Geeveston needs toreposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Geeveston Town Hall Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated asa visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community businessmodel
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has astrong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelingsof well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wishto activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see asvaluable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
The Geeveston Town Hall is a public asset owned and maintained by the Huon Valley Council The Council will continue to act as a facilitator of communityand economic development and management of the asset for strategic value into the future But they do not wish to deficit fund the operations of thebuilding into the future Any future operations need to provide long term sustainability
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania does not intend tocontinue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This businessincludes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestryoperations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays andsimilar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver ofvisitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 8
visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction withvisitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the areaGeeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead theForestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centrehave shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for thetownship and all tourism and visitor activities the region has to offer
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatlyinterested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to beregularly involved Even the Geeveston Records and History Society are rarely involved in the site to organise events or to manage the presentation layoutfor the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalktickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from thisactivity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas
Some observations include
bull The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy
the place
bull The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural
advice to plan for contemporary commercial and community use
bull The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access
and to appreciate the surrounding offering of main street Geeveston
bull There is ample parking adjacent to the building that already services commercial and private road users
bull The building is within close proximity to Heritage Park that currently has a master plan under development
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 9
bull The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
bull The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to
other sites of this type
o Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
bull The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
bull The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great
potential for refitting for multipurpose use
Geeveston Town Hall SWOT Analysis
Strengths
bull Ideal location in centre of township and on the main street
bull Ample parking adjacent to the building
bull Close proximity to Heritage Park
bull Significant and flexible floor space
bull The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
bull Highly interested and committed local resident and business community
bull There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
bull Existing banking tenant is stable and critical to the function of the town
bull The building has a long history of supporting tourism history culture and heritage
bull The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
bull The building is structurally stable maintainable and low cost in its current form
Weaknesses
bull In its current format the building does not encourage visitors to stay and enjoy the place
bull The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
bull The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main
street Geeveston
bull The floor space is currently grossly underutilized
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 10
bull The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
bull The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and
businesses in the area
bull The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
bull A very low level of local community engagement and use even though there is a high desire to do so
Opportunities
bull Refocus the buildings purpose on engaging visitors and representing its region
bull Integration of industries through a multi-purpose occupancy model
bull To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
bull A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
bull To position Geeveston via the Town Hall as the gateway to the southwest
bull To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
bull To encourage connections to other surrounding townships and attractions
bull To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through
communication of clear intent and design
bull To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community
groups volunteer groups)
bull Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
bull To encourage investment and employment through the attraction of new business players and industry spending
Threats
bull Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
bull Availability of capital funding to redesign the buildingrsquos purpose
bull Inaction will cause a rapid and continual degradation of the tourism economy for the region
bull A lack of confidence in the region will constrain further tourism industry growth
bull The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
bull If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more
important economically
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 11
Situational Summary amp Opportunities
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate communityand economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competingpriorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses thathave far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the siteinto the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industrieswithin the region to maximize tourism experiences and promote the Huon Valley brand Tasmania has an ever-increasing reputation for quality and uniquefood It also has an increasing number of agritourism businesses offering visitors food and beverage and interpretive experiences The Geeveston TownHall is in the ideal region to link in with this significant trend
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the townshipitself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or alack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players butit will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 12
Geeveston Town Hall ndash the future
Community Engagement ndash Stage One
Community consultation has been undertaken during this process in accordance with the Councilrsquos Community Engagement Framework Initially stage onecommunity engagement was undertaken with key stakeholders at a workshop held on Wednesday 13th May 2015 The purpose of the workshop was tomeet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building Follow up discussions were also undertakenwith a range of community and industry stakeholders in relation to this project
The community engagement undertaken as part of stage one provided Summit Strategy with a list of community driven overarching objectives and goalsthat the building should aspire to as well as a range of ideas for the future use of the building This formed the basis for assessment for the feasibility studyand the input has been utilised in developing the following vision objectives and scope of use for the building
Vision
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a communityasset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history and its natural competitivestrengths and inspires a future of collaboration and industry diversity
Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community bull To tell our stories
bull To connect people with each other
bull To respect the culture history amp heritage of the area
bull To contribute to community wellbeing of the local area and region
Economy amp Industry bull To connect our town to the region and the world
bull To encourage new industries
bull To encourage employment amp confidence for investment
bull To offer our visitors great experiences
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
bull To be a driver for visitation to Geeveston a
Operational bull To be active engaging vibrant dynamic and contemporary
bull To be an attraction in its own right
bull To maximize the availability of community capital for cost effective resourcing
Governance bull To achieve continuous and stable governance
bull To achieve ongoing financial sustainability
Scope of Use
In order to achieve the communityrsquos vision and objectivesof tourism with services to promote the region making provision for high quality food and beverageand cultural experiences
Economicgrowth forGeeveston
VisitorInformation
Centre
Hospitality
(retail)
CommunityEvents
Arts amp Culture
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
To achieve continuous and stable governance
To achieve ongoing financial sustainability
vision and objectives for the Geeveston Town Hall it is proposed that the building be setof tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts
Economicgrowth forGeeveston
Museum interpretation
centre
Integratedtourism
operations
Seafoodexperience
centre
Page | 13
nd connect visitors to surrounding offerings
be set up for the primary purposeswhilst supporting a rich mix of community events arts
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 14
Primary Options for Development amp Use
The following primary use options are valid and sustainable for the Geeveston Town Hall into the future The staging of this development is outlined infurther detail under the Implementation Planning section below
The preferred opportunities for initial development are as follows
bull A Visitor Information Centre that provides clear interpretation of the region focuses on selling and promoting Southwest accommodation
experiences and attractions acts as a gateway to the lsquoFar Southrsquo maximises the regions tourism economy and also sells local unique goods with
strong linkages to the creative industries of the region
bull A high quality flexible Gallery Exhibition Space to house exhibitions from local and Tasmanian artists and craft designers with potentially
significant curated exhibitions into the future
bull A fully modernised Museum for cultural and heritage presentation and interpretation of the region
bull A flexible Events Space that will satisfy community events for local and tourism purposes and encourage development of community enterprise
creativity and connection
bull A public lift and amenities with access from inside the building
Further development opportunities in future years include
bull A high quality Cafeacute andor Restaurant underpinned by a commercial kitchen that can also run community events and functions
bull Collaboration of Southwest Tourism Experiences involving tour operators and guides adventure tourism and agritourism suppliers
bull A Seafood Experience Centre to showcase Tasmanian salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Design Concept
Project architects Preston Lane established concept drawings based on the primary options for development and use outlined above The specialcharacteristics and use detail take into consideration the communityrsquos vision and objectives for the future of the Geeveston Town Hall
The concept drawings form Appendix A to this report and demonstrate how the building could be renovated improving its utility for these purposes andalso improving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park andthe township car park
The key elements of the design concept include
bull Maintaining the integrity of the existing building
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 15
bull Celebrating the interior spaces and heritage of the building
bull Improving the appeal of the building within the streetscape through the re-arrangement of traffic flow
bull Providing a more pedestrian scale along the building edges through the widening of the footpath
bull Creating access through the building and providing linkages between the building and external spaces and beyond (towards the park)
bull Providing greater interaction with the building through the form of the extended works (on the carpark side) and
bull Making the new works subtle yet iconic with reference to the past through materials used
Community Engagement ndash Stage Two
From 15th to 24th July Huon Valley Council undertook community engagement to seek feedback on the primary options for development and use of theGeeveston Town Hall
All Geeveston residents and businesses received a letter inviting them to provide feedback via an online survey available on the Councilrsquos website Thecommunity engagement was also advertised throughout the wider region Community members were informed about the process to date the vision andobjectives for the building and were provided with concept drawings The survey contained a mix of both quantitative (data collection) and qualitative(open comment) questions and aimed to gauge the overall community support for the proposal
In total 84 responses were received via the online survey with additional submissions received from community members regarding the concept designs
In summary the survey provided positive results in all the questions raised regarding the proposal Many residents and interested stakeholders have ratedthe use concepts highly when comparing them to the vision and objectives for the GTH
The positive response received from the community engagement process indicates that the community will use contribute to participate in and supportthe future uses of the GTH building thus helping the GTH to become an attraction in its own right connecting people with each other and encouragingemployment and confidence for investment
The online survey results are detailed below
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Quantitative Survey Results
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosiagree) 143 of respondents disagree (choosing 1 ndashscale of 1-5)
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosindash strongly disagree or 2 ndash disagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Page | 16
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosi ng 4 ndash agree or 5 ndashstronglydisagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4respondents disagree (choosing 1 ndash strongly disagree or 2
643 of respondents support the overall concept 131 of respondents do not support the o
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4 ndash agree or 5strongly disagree or 2 ndash disagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1
643 of respondents support the overall concept 131 of respondents do not support the o verall concept while 226 of respondents are unsure
Page | 17
agree or 5 ndashstrongly agree) 226 ofdisagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1 -5)
verall concept while 226 of respondents are unsure
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 18
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurethey were very supportive of the various uses within the building using the services themselves contributing andor participating in events at the site andtaking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurevarious uses within the building using the services themselves contributing andor participating in events at the site and
taking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Page | 19
Positive responses were received to how the community would see themselves engaging with the GTH building into the future The public indicated thatvarious uses within the building using the services themselves contributing andor participating in events at the site and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Demographic Information
Page | 20
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 21
Qualitative Survey Responses
Survey respondents were also invited to provide general comment regarding the proposal There are many comments that applaud the concepts and usesidentified Overall the results of the survey were very positive however it is noted that several areas of concern were raised which broadly cover five mainthemes
A copy of the written comments received via the online survey is included in the Summary of Survey Results report
Area of concern Summary of comments Proposed Response Action
Cafeacute commercialkitchen
Some concerns raised around the inclusionof a cafeacute due to competition in hospitality inthe township However respondents werenot necessarily opposed to a commercialkitchen or restaurant being available in thebuilding
It is noted that the proposed cafeacute restaurant commercial kitchen is not identifiedas part of the stage 1 implementation but will be considered as part of the nextstage of the project
Some respondents included verbatim comments asking for another cafeacute not to beallowed in the town These comments do not seem to have any other basis otherthan to constrain competition in favour of existing shop retailers in the township
This area of community concern is further addressed in the Economic Impact sectionbelow
Public toilets Some concerns raised around the locationand availability of public toilet facilities inGeeveston
The location of public toilets will be considered as part of future stages of projectimplementation
Currently visitors to Geeveston are not inspired to stay and spend time as thecurrent township facilities and amenities lack appeal and do not encourage a feelingof comfort and enjoyment
It is important that the location of public toilets be well considered as the businessplan aims to increase visitation to Geeveston and capture a greater share ofeconomic value from tourism Timing will also need to be considered in terms offuture stages of implementation and other developments being undertaken in thetownship
Traffic management car parking
Some concerns raised around the impact ontraffic flow from widening the footpath in
Traffic management considerations will form part of the planning in futureimplementation stages and would need to comply with relevant procedures and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 22
Church Street and car parking availability inGeeveston
regulations
Geeveston has significant issues in relation to the township roadways and how theyencourage visitors to enter the main street Signage traffic flow and townshipappeal are all important factors for the future in making Geeveston a moresuccessful township and visitor experience
Timber veilsurrounding thebuilding
Some concerns raised that timber and steelwould not suit the timber heritage feel ofthe Geeveston township
It is noted that the concept drawings provided to the community incorporating thetimber and steel veil are concept only at this stage and that final plans will not beapproved until future stages of the plan are implemented
Sale of TahuneAirwalk tickets
Concern was raised that there was nomention of the sale of Tahune Airwalktickets in the building
It is regarded that the sale of Tahune Airwalk tickets is a critical componentattracting visitors to the township of Geeveston and also an important point ofvalue capture that can assist in sustaining Geeveston Town Hall operations The saleof Tahune Airwalk tickets is part of all stages of the Business Plan and included inestablishment of a fully functioning Visitor Information Centre on site
QVMAG Comparison and Insights
Richard Mulvaney Director of the Queen Victoria Museum and Art Gallery (QVMAG) was interviewed to gain a perspective on the donations policy andvisitor engagement experience of the QVMAG
Annual visitors to QVMAG are around 138000 visitors per annum The museum is a significant facility incorporating many partner and allied organisationsIt is a major draw card for the city of Launceston and a significant events venue With an operating budget of approximately $32M from State of Tasmaniaand around $12M from Launceston City Council the facility is a large publicly run enterprise
Their donations experience is that they achieve less than $2 average per visitor However it has been noted that the profile of visitors is important to this asa high proportion of locals would reduce donation performance It is noted that GTH has a high proportion of mainland and international visitors
There are three donations boxes within QVMAG They are constructed as double sided as many visitors will donate on the way out at the end of theirexperience Merchandising and museum shop is an important element that augments the museum and gallery experience Also the hiring of rooms formeetings and events is a great way to encourage visitation and involvement of the business and various industry communities
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 23
Business Strategy
Given the economic and social situation of the Geeveston Township and its surrounding region it is critical that drivers of economic demand and progressare in place for the future The investigations and concept developments at the time of developing this business plan are focused on development of theGeeveston Town Hall and the business concept behind it that will drive the economy of not just the township but also the broader region
This strategy must be focused on delivering the strategic development of this key public asset to create a building and experience of significance to drivesocial collaboration tourism development and industry development The clear strategy of focusing the building on tourism is compelling particularly forthe purposes of
bull tourism information for the region (incorporating product and experience sales)
bull creative industries (exhibiting and selling regional art and designed goods)
bull agritourism (hospitality food experiences) and
bull history and heritage museum (stories of the past display and exhibition of key artefacts experiences and interpretation)
It is also clear that this building should be managed by an independent organisation to that of its Government owner This has the benefit of ensuring thatcommercial principles underpin the development management and sustainability of the enterprise and its strategic partnerships In doing this Huon ValleyCouncil as ldquoasset ownerrdquo can have a relationship with a single ldquooperatorrdquo This ldquooperatorrdquo can either run internally or outsource the running of the variousservices that the building will offer
Core Business
The core business of the Geeveston Town Hall will be to facilitate the development and management of a significant building that will house services thatare important to the region The core business of the building will relate to tourism and hospitality creative industries and community engagement
The core business must generate economic value for the building to support its maintenance and its services sustainability and also generate flow oneffects to the surrounding economy
Differentiation
The Geeveston Town Hall must differentiate itself from other attractions within Tasmania by using the following factors
1 Creating a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
2 Designing and developing a unique building that is in itself a building of significance within the region and Tasmania
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 24
3 Offering unique experiences to encourage interest
4 Maintaining momentum and dynamism in the content that is onsite to encourage revisitation
5 Achieving greater community engagement and involvement ie development of community enterprise and
6 Gaining involvement of industry players to drive diversity and synergies that generate sustainability outcomes and strengthen the offering and
provide reasons to visit Over time the Geeveston Town Hall will develop greater levels of collaboration between tourism creative industries and
agribusiness sector businesses
Value Proposition
The following are elements of the value proposition for the Huon Valley economy for the development of the Geeveston Town Hall
bull The GTH will become a destination in itself with strong branding and positioning to create an identity for the building and township of Geeveston
bull Geeveston will become a gateway to the ldquoFar Southrdquo driving visitation to the region and capturing an increased share of tourism value through the
promotion and sale of tickets to surrounding attractions and experiences including the Tahune Airwalk
bull The GTH will offer a centralised presentation opportunity for the regionrsquos industries and encouraging greater synergies within industries such as
tourism agritourism and creative industries creating confidence for investment
bull The on-selling and reselling of unique local goods and services will help to support and promote the regionrsquos creative industries
bull The GTH will encourage the development of community enterprise volunteering and community involvement
bull A service level agreement between GTH Co and HVVC will achieve cost efficiencies through staff and technology sharing between the two sites
bull Huon Valley Councilrsquos planned redevelopment of Heritage Park will increase access and linkages to the GTH and the main street and continue to
develop Geeveston as a destination for locals and visitors
bull Proposed traffic management and car parking changes within the township will enable greater access to Geeveston for both vehicles and
pedestrians
bull Staged implementation of changes to the GTH building will encourage other planned changes in the township and allow time to adapt
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 25
Product amp Experience Offering
Purpose Use Use Detail amp Benefit Target Markets
Tourism Visitor Information Centre A Visitor Information Centre that provides clearinterpretation of the region focuses on selling andpromoting Southwest accommodation experiences andattractions acts as a gateway to the lsquoFar Southrsquomaximises the regions tourism economy and also sellslocal unique goods with strong linkages to the creativeindustries of the region
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Creative industries (unique goodsfor sale on consignment)
Integrated tourism operations Collaboration of Southwest Tourism Experiences involvingtour operators and guides adventure tourism andagritourism suppliers
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Seafood experience centre A Seafood Experience Centre to showcase Tasmaniansalmon and shellfish based seafood that Tasmaniaoperates as commercial fisheries Potential linkage tohospitality provider
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
History amp Heritage Museum interpretation center A fully modernised Museum for cultural and heritagepresentation and interpretation of the region Historicaldisplays and artefacts managed by the community andGeeveston Archives and History Society
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
School groups
Community Events Flexible space A flexible Events Space that will satisfy community eventsfor local and tourism purposes and encouragedevelopment of community enterprise creativity and
Local residents
Local businesses workers
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 26
connection Social enterprise
Gallery and exhibition space A high quality flexible Gallery Exhibition Space to houseexhibitions from local and Tasmanian artists and craftdesigners with potentially significant curated exhibitionsinto the future
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries
Hospitality (Retail) Cafe
Restaurant
A high quality Cafeacute andor Restaurant underpinned by acommercial kitchen that can also run community eventsand functions
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries (catering)
Social enterprise (catering)
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 27
Economic Impact
Visitor Information Centre Regional Extension
As has been identified earlier in this plan Geeveston has a significant role to play in servicing visitors to the region and in particular to encourage visitationto surrounding experiences With the significance of the Tahune Airwalk visitation and that to Hastings Caves Ida Bay Railway and Hartz Mountains just toname a few Geeveston simply must perform as a tourism town Its current infrastructure and services are sub-standard and if they do not improve thetown will falter and the region will suffer from a flat or reducing tourism industry
Huonville has operated a visitor information centre (HVVC) for a number of years It has built a model that ensures that it can yield visitor spend based onits visitor profile The current Forest and Heritage Centre (FHC) has more annual visitors than the HVVC These visitors are journeying deeper into theregion and are seeking advice and guidance on what is in the surrounding area and importantly tickets to key attractions
It could be perceived that another visitor centre in Geeveston would cannibalise the sales of Huonville however the two visitor centres should becomplementary and they can be collaborative Even in its current form the FHC is an experience and an important one that is central to the survival of thetown The FHC already outperforms the HVVC on merchandise sales and overall turnover The two sites play different roles in the journey of the visitor andwill sell different product that is more relevant at any point in time This of course will be partly because they will have a different presentation andoffering
Each visitor centre in the region should strive to offer unique experiences and goods if possible however complete diversity is not achievable as there canalso be opportunities for cost efficiencies in stocking general memorabilia and clothing merchandise The diversity of offering onsite is significant enough toencourage multiple visits to VICrsquos throughout the region
The economic impact on the tourism economy in having a visitor centre in Geeveston vastly outweighs any negative impact of minor cannibalization thatmay occur It must also be noted that it is unknown how much opportunity cost is currently being experienced with the FHC in place with greatly restrictedofferings
Geeveston township sustainability and its prospects for growth will be greatly diminished if a visitor centre is not in the town and the surrounding tourismeconomy and community would suffer as a result
Competition in Tourism and Hospitality
There appears to be a gap in the supply of hospitality services for visitors within the township There are currently three hospitality providers in Geevestonbut it is noted that there is an inconsistency in business operating hours lower than acceptable food and service quality and the townshiprsquos services areunavailable or limited after 4pm
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 28
A key element of this plan is for the GTH to be a destination in its own right and a gateway to the lsquoFar Southrsquo Geeveston therefore has a significant role toplay in servicing the increased number of visitors to the township and region and to capture a higher share of visitor spend on food and beverageParticularly during daylight savings months there is opportunity to provide more lunch or early dinner offerings for tourists
A cluster of food offerings ie cafes restaurants within the township will promote both competition and cooperation and grow the townships reputation asa place to eat which is currently lacking Operators will compete to win customers thus encouraging quality product offerings and customer servicedriving innovation in filling gaps within the market
Introducing competitive hospitality providers within the township will aim to raise the level of overall hospitality services and offering to visitors Qualityand appealing food options within the township will help to develop Geeveston as a destination of choice for locals and visitors a reason to visit and tospend time
It is critical that agritourism linkages are in place to support tourism hospitality for the town Quality providers of fresh regional and Tasmanian produce area very important component and the township seemingly has an undersupply of hospitality services of this type particularly of a quality and standard thatis acceptable to interstate and international tourists
Township Performance and Effect on Micro-Economy
This project aims to develop feasible uses for the future of the GTH that will benefit the economy of the region and maintain the building for the future
Geeveston is one of the townships hardest hit by the decline of the forestry industry in Tasmania
The redevelopment of the GTH will bring a new wave of opportunity to the local economy as there will be a raising of the standard of the townrsquos amenitynew service offerings and experiences new employment capital development expenditures increased tourist visitation and commercial development ofthe town in general brought about by competition
Improvement in value capture of the township within the region will have positive ongoing economic impacts for stability for existing businesses andemployment
Without improvement in the township offering and competition the township would not change and keep pace with the demands of the modern touristsettler or business investor
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 29
Implementation Planning
Staged Implementation Overview
The redevelopment of the Geeveston Town Hall can be broken into three key development stages
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
It is proposed that the GTH be operated in future by a new company limited by guarantee (GTH Co) run by a community Board balanced withrepresentatives from the key stakeholder groups The first step in achieving this business plan is the establishment of an operating entity for the GTHbuilding
As part of stage one it is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in
time for the peak tourism season as well as some provision for a community gallery and flexible use space In order to achieve this a number of key
activities would need to occur These include
bull Establishing an organisational structure governance Board and support mechanisms
bull Re-establishment of the visitor centre utilising existing resources and small assets and partnering with the HVVC
bull Resetting the museum and preparing for a new contemporary presentation
bull Seeking assistance with museum for maximising the visitor value from the historical stories
bull Engaging with regional creative industries through the Huon Valley Arts Cooperative Initiative
bull Organising community events that provide value for locals and encourage greater levels of planning sharing and connection with established
activities
bull Organising an initial calendar of ldquoshowcase eventsrdquo for the township and region that would attract Southern Tasmanian visitors primarily for day
trips and visitors from northern Tasmania whilst on intrastate holiday and
bull Establishing an interim identity for the building that signals a change from the current format and function and a transition to the new concept that
can be promoted ahead of time
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 30
Stage one is ultimately a ldquoproof of conceptrdquo stage during this initial stage the Geeveston community and key user groups would need to be engaged with
and challenged to ldquoprove the business modelrdquo before commencement of the stage two developments The key groups include
bull Geeveston Archives and History Society
bull Regional designers artists and gallery owners ideally working through the Huon Valley Arts Cooperative
bull Tourism operators accommodation providers and visitor centre workers
bull Volunteer groups
bull Various other Township associations
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment It is noted that this stage and any future implementation stages would be highly dependent on grant funding and co-contribution funding
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
Stage One ndash Reset the Base
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
To reinstate a Visitor Information Centreon site that also sells local handmadegoods either as stock items or onconsignment with strong linkages to thedesigners retailers
The TTIC must have the ability torepresent the region in a compellingway there must be clear interpretationof the region (lower floor)
Significant generator of visitation toGeeveston encouraging increased lengthof stay and spend
Utilise the existing shop and officeinfrastructure
New tourism and retail display systemsto be implemented
Prior to 201516 peak tourismseason ndash Spring 2015
Local handmade arts andcrafts
Local markets and events
To include a flexible space that cansatisfy community events for local andtourism purposes and include a galleryspace that could house exhibitions from
Low given that use is likely to be a mix ofexhibitions events and meetingsResetting the special layout and creatinga visitor experience that is also a flexible
Likely to be progressive but canrsquotbe too far behind the VICdevelopment
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 31
Community engagement local and Tasmanian artists
(lower floor)
area is the challenge
Detailed planning for the lower floorspace that is not to be utilized by VIC
Cultural and heritage To reset the museum component to theupper floor only
(upper floor)
Moderate refit impact however fullimplementation would result in a highimpact
Staged development is warranted
Initial stage would commenceimmediately ie prior to summer2015
Stage Two ndash Repurpose for Community and increase capacity
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Commercial Gallery with potentiallysignificant curated exhibitions into thefuture
Modest to low given the need to meetminimum standards and be a flexibleexhibition space Security andenvironmental quality issues will beprimary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural andheritage presentation of the region ldquoRe-think museumrdquo
Significant on both space utilization andrequired quality of fit out Maximisingartifacts and interpretation value
Long term design Unknown timing
Community engagement Development of community enterprisetaking a proactive hand in utilising thesitersquos flexible area encouraging creativityand connection
Low given that use is likely to be a mixof exhibitions events and meetings
In line with site development onlower floor
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercialkitchen that can also run communityevents
(lower floor)
Significant due to hospitality kitchenrequirements and goods storage andinout facilities
Commencement as soon aspracticable however operatoridentification will force a delay ndashWinter 2016 is the idealdevelopment timing
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 32
Stage Three ndash Encouraging Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
Creating a tourism hub Potentially some integration of touristservices onsite Yet to be defined ingreater detail
Post 2016 summer period
Creating connections with Heritage Parkand its development
ie bicycle hire storage of key rentableequipment music festival outdoor artsdisplays etc
Emerging linkages that are yet to haveclarity
Unknown
Creating connection with surroundingtownships
ie via bike track maps andpresentations
Accommodation and stop overlocations Services offered at regionallocations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be themarshaling point for all visitors enteringfor experiences Boating Kayakingbiking walking and wilderness visitsThis may require a range of facilities toaccommodate
Unknown
Linkages to local industries Creating connections with theaquaculture industry
ie salmon experiences restaurantoffering
Related to food tourism and foodofferings Could be significant if aseafood experience centre is theconcept eg aquarium and otherfeatures
Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 33
Detailed Implementation Plan
As of 31 October 2015 the Forest and Heritage Centre will cease operation at the Geeveston Town Hall The following table details the majorimplementation tasks for Stage One of the Geeveston Town Hall development with the aim of having a fully functioning Visitor Information Centre andMuseum operating by the end of November 2015 in time for the peak tourism season as well as a community gallery space
Whilst every effort has been taken to identify the key activities that would need to be undertaken to successfully implement stage one final planning andbudget requirements will ultimately need to be undertaken by HVC as the key decision maker and source of seed capital for this venture Of course thefollowing plan and budget may be lower than expected if HVC has the capability to insource some of the establishment works
It is not feasible to provide specific details of implementing further stages at this time but it is noted that any future implementation stages would be highlydependent on grant funding and co-contribution
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 34
Stage One Implementation
Initiative Strategy Task Timing Responsibility Estimated Budget
Establish the OperatingEntity
(Set up stage Sept Oct Nov)
bull Establish legal entity and constitution Sep 2015 HVC $5000-8000
bull Establish representative community Board Sep 2015 HVC $2000
bull Establish foundation budget amp funding Sep 2015 HVC Potentially $15000-$20000
Also linked to TVIN budgetfor assets and stock
bull Finalise human resource plan and recruitment Oct 2015 GTH Co $6000-$8000
bull Execute lease amp other partnership agreements (ie
HVC lease support from Huon Valley Visitor Centre)
Oct 2015 GTH Co $2000
bull Establish tenancy terms with Geeveston Records amp
History Society (for operation of museum)
Nov 2015 GTH Co $1500
bull Set up community support structures
o Establish community events sub-committee
o Hold a community ldquoworking beerdquo
Nov 2015 GTH Co Nil
Establish Visitor Centre
(To be in full operation by 1December 2015)
bull Identify amp purchase operational assets
o Computers amp telephone system
o Office furniture
o Visitor centre signage
o TVIN membership
o Tourism brochure displays
o Retail displays and shelving
Oct 2015 GTH Co Less than $20000
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 35
Initiative Strategy Task Timing Responsibility Estimated Budget
o Initial stock holding
bull TVIN membership Oct 2015 GTH Co Within the above
bull Booking amp reservation system Oct 2015 GTH Co Within the above
bull Refit GTH retail area as Visitor Information Centre
o Booking desk brochure stands racks
poster positions digital signage displays
retail shelving and stands interpretive
display boards etc
o Many items will be made available by
Forestry Tasmania (exact items yet to be
confirmed)
Nov 2015 GTH Co Within the above
bull Finalise HR plan amp undertake staff training Nov 2015 GTH Co Operational budget $2000
bull Develop merchandising plan Nov 2015 GTH Co $2000
(test stock and advice)
bull Finalise budget Nov 2015 GTH Co As above
Reset the Museum
(To be in full operation by 1December 2015)
bull Finalise the commercial agreement with the
Geeveston Records amp History Society
Oct 2015 GTH Co As above
bull Redesign the museum space to the top floor only Nov 2015 GRampHS Unknown but minimal(community project)
bull Seek assistance with interpretive panels Nov 2015 GRampHS Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 36
Initiative Strategy Task Timing Responsibility Estimated Budget
bull Establish a museum operations plan Nov 2015 GRampHS andGTH Co
Nil
Establish CommunityGallery Space
bull Engage with regional creative industries through the
HVC Arts Cooperative Initiative
Oct 2015 GTH Co Nil or minimal
(insourced)
bull Reset dedicated GTH space for community gallery
operations ie partitions and mobile walls
Nov 2015 GTH Co HVCArts Co-operativemembers
Community arts workingbee
Potentially Arts Tas minorsponsorship
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
The Business amp Financial Model
Business Model
Relationship
Tenants
Operator
Owner
Visitor Centre
Internal toGTH Co
The Business amp Financial Model
HVC
GTH CoCommunity
Board
Visitor Centre
Internal toGTH Co
Museum
Outsourced
Gallery
Internal toGTH Co
Cafe Restaurant
Outsourced
Page | 37
Cafe Restaurant
Outsourced
Events
Internal toGTH Co
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 38
Financial Model
The budget for operations of the new venture GTH Co has been created using an approach showing the basis for operations of stage one as a full yearfinancial operational budget forecast The budget has then been built showing the financial impact of more developed operations within a stage two
An overall master budget has been created for the operating entity using the working title GTH Co as well as separate operating budgets for each of thetenants or services operating within the business
Budgets have been cast on an annualised basis due to the uncertainty around timing of start-up and potential capital development periods whereinterruption will be experienced
The core objectives of the financial model are
bull To establish operations on a profit basis using normal commercial principles
bull To ensure that an independent company can be the ldquooperatorrdquo of the GTH that does not require ongoing subsidisation from HVC to remain
feasible
bull To take into account reasonable estimates that follow principles of prudence by overstating costs and understating revenue
bull New operational principles that affect revenue raising have been researched as far as is practicable at this stage based on available source
historical financial data but may require further work
The complete budget papers were tabled at the HVC Workshop on 18th August
Key Assumptions
Several key assumptions have been made in relation to the operating budget and have been built into the Excel cash flow statements These are as follows
Business Unit Stage One Implementation Stage Two Implementation
Visitor Information Centre (VIC) Visitor center sales for attractions in line with historicalperformance Critically the VIC will be selling TahuneTickets along with the normal TVIN accommodationexperiences and products lines
Tahune sales at 30 of total Tahune tickets
Year two growth after renovation Tahune modest growthHastings modest growth 2 CPI price increase across theboard
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 39
Accommodation bookings very low due to locationdisadvantage and local offerings Only 150 room nightsbooked
Stable accommodation bookings at low levels
Merchandise sales based on FHC existing sales plusadditional sales from new stock and consignmentgoods Retention of some existing FHC merchandiseitems to be sought Eg Island specialty timbers andlocal wood crafts
Merchandise growth particularly in regional goods
Stock sales of $150000 at 50 GP
Existing FHC merchandise shop sales are $110K paCOGS at lt 40
Growth in stock sales to $190K
VIC operations run by GTH Co in collaboration withHVVC Some subsidized services paid for to HVVC
No change
All staff employed by GTH Co and staff utilized acrossall functions (inc VIC museum and events buildingdaily operations)
No change
Museum Donations collection based on $18 per donation 12 strike rate
Stable but growing
Contributing rent and electricity No change
Agreement for 40 rent from donations and 10 tostaff costs
Events Minimal events planned for FY16 25 1 eachfortnight Average venue revenue $200 per session
Events growth after refurbishment Some pricing andcommercial terms review due to significant facility change
No labour cost Possible change to labour contribution
Most cost increases borne by external operators using the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 40
Electricity apportioned
Rent applied pa
facility with their own labour
Gallery No commercial gallery operations in FY16
However GTH Co will encourage arts associations toprove gallery concept and offer space at a reducedevent rate for exhibitions
Commercial gallery to launch after refurbishment
Sales of artwork and goods to commence
No budget for capital works at this stage Reliance onvolunteer labour and community contributions for thefirst year
Regionally significant gallery boosts visitor numbers andextends length of stay in the far south
Cafeacute Restaurant No cafeacute or restaurant Cafeacute lease established after renovation during year 2
Rent rates in line with Church St prices $200-250 per weekfor an average cafeacute site
Site Occupancy and Financial Framework
Geeveston Town Hall Co (GTH Co) will hold the head lease for the site with Huon Valley Council GTH Co will have the right to sub-lease the premisessubject to agreed uses and approval of tenants by the full Board of GTH Co GTH Co will negotiate an appropriate rental return with HVC taking intoaccount the establishment costs of the site and the target return for HVC
The holders of tenancies are planned as follows
1 The Visitor Information Centre will be operated by GTH Co and will hold the head lease
2 The Museum will be offered lease terms and be run by the Geeveston Records and History Society The museum will pay rent and also subsidise
staffing costs
3 Events Space is operated by GTH Co and rent contribution will be charged from all revenue received for events
4 A Cafeacute is contemplated for the second period after renovation A lease would be assigned for this space at commercial rates
5 A Commercial Gallery is not planned to launch until after renovation and in the interim arts community members will be welcome to hire space as
per the events space with negotiated pricing terms
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 41
Financial Targets and Contributions
Capital expenditure estimates are currently being prepared and due to the conceptual level of detail are likely to be estimates based on commercialexperience and examples These estimates will be available at the HVC workshop on 18th August and will be provided as part of the complete budgetpapers
Governance Model
The plan for governance is based on the following principles
bull Achieving a community run facility for the benefit of the broader community and economic advancement of the region
bull Encouraging strategic partnerships within community groups public organisations and industry players to achieve greater value for the community
and the building owner than a purely commercial operator could
Governance Proposal
It is proposed that
1 The Huon Valley Council establish a new company limited by guarantee ie Geeveston Town Hall Company (GTH Co)
2 The GTH Co be run by a community Board balanced with representatives from various key stakeholder groups
a The Board needs to have enough members to satisfy the GTH CO community and industry profile
b Board membership may comprise representatives from HVC industry and community
3 The new company would operate as not for profit business and essentially reinvest surpluses into the GTH and its related operations
Board Structure and Operation
It is suggested that an independent Chairman be appointed However if this is not achievable then the Chairman role could be for a fixed term of 2 yearsrotational across the Board members
Board composition may comprise the following
bull Chairman
bull HVC
bull Township associations
bull Key industry players
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 42
It is suggested that subcommittees be assigned by the Board to critical functions that would in turn enable the involvement of community and industrycontributors to assist and provide guidance to key initiatives A single board member could be chair of a sub-committee and could elect to formulatesubcommittee members from the community
The recommended governance model outlined above is for discussion with HVC The final decision regarding governance structure and operation is to bedetermined by Huon Valley Council
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 43
SWOT Analysis
Strengths
bull The Geeveston Town Hall will become an attraction in its own right
bull The reinstatement of a Visitor Centre on site will be a significant generator of visitation to Geeveston encouraging increased length of stay and
spend
o Sale of Tahune Airwalk tickets
bull Long term financial sustainability
bull Town Hall will encourage continuity of employment in the township and on site
bull Efficiencies will be created though the operating entity owning and managing the Visitor Information Centre (VIC)
bull Efficiencies will be created through partnership arrangements between the Geeveston and Huonville Visitor Centre (HVVC) (ie sharing of
technology and staff)
bull Cost savings and intimacy to be achieved through use of volunteers
bull On selling and reselling of regional goods and promotion of local creative industries
bull Creation of greater access and linkages between the building and external spaces and beyond
Weaknesses
bull Start-up organisation with undefined Board
bull Uncertain funding sources and no currently identified seed capital
bull Current museum interpretive content is not contemporary or appealing
bull Reliance on donations to subsidise operation of the museum
bull Gross profit on VIC operations are traditionally low therefore reliance on selling value added Tasmanian products is high at current township visitor
numbers
bull Public toilets must be moved if the overall concept is agreed
Opportunities
bull To create a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
bull To generate economic value for the building with flow on benefits to the surrounding township and region especially within stage two of the plan
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 44
bull To achieve greater community engagement and involvement ie development of community enterprise
bull To facilitate industry involvement and collaboration between tourism creative industries and agribusiness sector businesses
bull Raise the level of hospitality services within the town and offering to visitors
Threats
bull Duplication of visitor information services within the region
bull Cafeacute restaurant competing with existing hospitality businesses in the township
bull If the VIC is not implemented decreased visitation to the town and region resulting in lower VIC bookings commissions and retail sales achieved
bull Ability to encourage revisitation to the area
bull Ability to attract appropriate tenants to Stage 2
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 45
Risk Analysis
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
1 No action taken amp the GTH becomesdormant
H M This would be catastrophic for the townshiprsquos economy
2 Stage one startup capital notavailable
H L Refer point 1
3 Funding for stage two notachievable
M M Commence advocacy lobbying and applications for funding at the earliestopportunity to enable works commencement no later than autumn 2017
4 Building budget for concept is largerexpectations and funder capacity
M L Lobby State and Federal Government on the merits of supporting regionaleconomies for the longer term economic and social benefits
5 Ability to attract appropriatetenants to stage two and beyond
H L At the earliest stage promote the changing nature of Geeveston and itsregion along with the tourism plan for the Huon Valley Early discussionswith likely tenancy applicants are important
6 Township toilets relocation becomesproblematic for HVC capital budget
M M Build toilets relocation into capital works budget for GTH to ensure thatthe overall project works are budgeted taking a holistic view
7 Introducing a second VIC to theregion may cannibalise the sales ofHuonville
M L The two VICs should be complimentary and they can be collaborativeThe two sites will have a different presentation and offering and will selldifferent product that is more relevant at any point in time
Some minor canabalisation may occur but Geevestonrsquos sustainability andits prospects for growth will be greatly diminished if a VIC is not in thetown and the surrounding tourism economy and community would
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 46
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
suffer as a result
8 VIC not authorised to sell TahuneAirwalk tickets and overallcommission revenue is lower thanexpected
H L Provided the new operator has a sound business structure and a goodworking relationship can be developed Forestry Tasmania would givefavourable consideration to the new operator selling tickets oncommission for Tahune Airwalk The industry standard of 15commission would apply to ticket sales
9 VIC retail sales revenue is lowerthan expected
M L Adjust operating costs to suit adjust retail products and pricingGenerate community support to encourage township visitation increasesfrom intrastate markets
10 Tahune take steps to restrict VICsales via significant onlinedevelopment and discounting
M L Communicate the total offering of the GTH to inbound tourists andcreate partnerships with feeders and referrers for travel to GTH
11 Current museum interpretivecontent is unappealing and notcontemporary
H M This is a core issue for the holding of tenancy for the Museum componentIn future the value generated by experiences and offerings will beparamount for feasibility and sustainability
Encourage the Geeveston Records and History Society to seekprofessional help immediately
12 Museum donations revenue arelower than expected
L M Little can be done about this Review and potentially improvecommunications to visitors Bundle a value-add with the museum andcharge an entry price Much is dependent on the strength of the offering
13 Introducing competitive hospitalityservices within the town seriouslyaffects viability of other operators
M L Township operators must stand on their own competitive positioning Iftownship traders choose not to change or offer greater value and aretherefore not preferred then the free market must be allowed to operate
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 47
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
to the future viability of the town
14 Governance structure fails M L Building owner to reset the lease of the building and remove theoperator
Building owner may provide support and guidance in the initial stages ofcompany establishment to ensure a successful first year of trading andongoing partnership in the stage two building development process
Balanced board members and appropriate representatives withprofessional skills are a key issue for governance success
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 48
Appendix A
Architectural concepts have been created by project architect Preston Lane The concept drawings demonstrate how the building could be renovatedimproving its utility for these purposes and also improving the main street of the town including greater open public area surrounding the building on themain street connection to Heritage Park and the township car park
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 49
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 50
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 51
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 52
Expression of Interest Process
All expressions of interest are required to submit the following documents
bull A cover letter outlining their interest in the project and
bull A plan clearly identifying the process and timeframes for implementingStage 1 of the Business Plan and
bull A statement outlining areas of previous relevant expertise in a similar projector business and
bull A declaration of any potential conflicts of interest with matters pertaining to theGeeveston Town Hall business
Expressions of Interest are required to be received by no later than close of business16 October 2015
All expressions of interest will be submitted to full Council for consideration Applicantswill be advised of the outcome of the process following the Council meeting at which theexpressions of interest are considered
Thank you for your interest in the Geeveston Town Hall project
All expressions of interest are to be addressed to
EOI ndash GTH Co Stage 1Simone WatsonGeneral ManagerHuon Valley CouncilPO Box 210HUONVILLE TAS 7109hvchuonvalleytasgovau
HUON VALLEY COUNCIL
Geeveston Town Hall ndash The Future
Feasibility Study
Prepared by
JUNE 2015
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 1
Contents
Executive Summary 3
Scope and Purpose of the Feasibility Stage 4
Core Objectives 4
Work Tasks 4
Referenced Documents 5
Huon Valley Community amp Economic Profile 6
Key Statistics 6
Employment 7
Key Industry Sectors 7
Businesses 8
Geeveston Community amp Economic Profile 9
Key Statistics 9
Employment 10
Key Industry Sectors 10
Businesses 11
Drivers of Economic Development 12
Tourism Visitation 13
Assessment of Geeveston as a Visitor Destination 16
Geeveston Town Hall Precinct 18
Geeveston Township Context 18
Current Use and Use Issues 18
Assessment of the Town Hall Building 19
National and International Perspectives 20
Global Adaptive Reuse Project Case Studies 20
Australian Town Hall Redevelopment Project Case Studies 27
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 2
Stage One Stakeholder Engagement 40
Stakeholder Meetings 40
Stakeholder Workshop 40
Geeveston Town Hall SWOT Analysis 44
Strengths 44
Weaknesses 44
Opportunities 45
Threats 45
Situational Summary 46
Vision amp Objectives 47
Recommended Vision amp Intent for Geeveston Town Hall 47
Recommended Objectives 47
Development Strategy Options 48
Primary Options for Development and Use 50
Stages of Development 52
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 3
Executive Summary
This feasibility study for Huon Valley Council has been prepared within the context of planning for the future of the Geeveston Town Hall (GTH)
Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building for the future
This project has considered the issues surrounding the economy of the area drivers of tourism visitation to the area issues surrounding the GTH building itself and adaptive reuse examples from other parts of Australia and the world in circumstances where an historical public asset requires a new future
Importantly this project has sought community ideas and feedback through a formal stakeholder workshop and conversations with a range of community and industry stakeholders This has provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre
2 Museum interpretation centre
3 Gallery amp exhibition space
4 Flexible events space
5 Hospitality services (cafeacute restaurant commercial kitchen)
6 Integrated tourism operations
7 Seafood experiences
8 Public amenities
Architectural concept drawings will need to be further developed in conjunction with the project architect Preston Lane showing the special characteristics and use detail and demonstrating how the building could be renovated improving its utility for these purposes
These use opportunities and design concepts will be offered for public consultation in July 2015
A detailed business plan will be developed for the preferred use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 4
Scope and Purpose of the Feasibility Stage
The scope of this stage of work as per the project brief is as follows
Core Objectives
To assess identified options to enable a recommendation to be made on the most viable and sustainable option for the centre
Assessment will include
Consideration of each identified option
Consider industry best practice for each of the identified options
Identification of potential impacts on the building and its infrastructure for each option (ie space required fit out people flow through building access
requirements etc)
Cost benefit analysis for recommended option identified
Work Tasks
1 Research uses for town halls and key central public assets across other townships in Australia and overseas Find as much comparative data and descriptive
information as is feasible to inform the project team and stakeholders
2 Record and assess each configuration in a comparative analysis Qualify the differences and benefits of different approaches taken elsewhere
3 Consult with industry professionals in networks with Australian and global experience to gather ideas experiences and advice
4 Generate key concepts for development
5 Map the requirements
a uses business types and offerings
b impacts on local township businesses
c technical requirements for each use
d site user issues
e asset development issues and
f estimate base costs to develop
6 Generate alternatives for the site within the feasibility study that should be considered This will link closely to any possible concept alternatives within the
design process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 5
Referenced Documents
The following Huon Valley Council publications were read as background information in the development of this feasibility study
2010-2015 Strategic Plan
2014 ndash 2015 Annual Plan
Huon Valley Council Economic Development Strategy
Heritage Park Site Development Plan
Huon Valley Regional Tourism Strategy
Huon Trail Marketing Plan 2014-15
Far South Regional Tourism Strategy
Arts amp Heritage Strategy and Action Plan 2012 ndash 2017
Community Engagement Framework
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 6
Huon Valley Community amp Economic Profile
The Huon Valley is a vibrant semi-rural community located a comfortable 30-minute drive south of the Tasmanian capital city Hobart It is Australiarsquos southernmost municipal area with a population of more than 15000 people
The Valleyrsquos 5497 square kilometres is dominated by meandering waterways and forested hills The regionrsquos fertile landscape produces a dazzling array of quality foods that has helped Tasmania earn its reputation as a food-lovers paradise
The Huon Valley is also a haven for yachting and boating enthusiasts with easy access to the Huon River and DrsquoEntrecasteaux Channel These waters offer world class fishing sailing diving and rowing experiences
Our magnificent waterways are not the only attractions The area is also renowned for its mushrooms wine seafood fruit and other gourmet delicacies The gourmet food festival Taste of the Huon held each year in March is a weekend celebration of the best produce the Valley has to offer
Source httpwwwhuonvalleytasgovauregion
Key Statistics
Resident population 15140
Median age 42
Number of households 5812
Median total household income ($weekly) 868
Unemployment rate 66
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 7
Employment
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 8
Businesses
There are approximately 1175 businesses in the Huon Valley region encompassing Huonville ndash Franklin Geeveston ndash Dover and Cygnet The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 9
Geeveston Community amp Economic Profile
Geeveston is a small township nestled in the lower reaches of the scenic Huon Valley It has a strong apple growing and forestry heritage and today caters for travelers exploring the nearby forests Hartz Mountains National Park and Picton and Huon rivers
Surrounded by rolling hills and the nearby mountains Geeveston has a range of shops eateries and local attractions and a main street full of hand-carved timber sculptures of famous locals
Apple orchards grow in the lush green valleys nearby and during autumn visitors can buy buckets of Pink Lady Crofton Geeveston Fanny Apple Red Delicious Granny Smith and Fuji apples from roadside stalls
Theres also a creative community of artists and makers who sell their wares on the main street and at a regular market
West of Geeveston is the Tahune Forest Reserve and the popular Tahune Airwalk Here you can walk amongst the treetops past rare species some found only in Tasmania The walkway rises up to 48 metres above the ground and extends for around half a kilometre over the Tahune State Forest and Picton River
Source httpwwwdiscovertasmaniacomauaboutregions-of-tasmaniahobart-and-southgeevestonwhat-to-do|page-1
Key Statistics
Resident population 1430
Median age 41
Number of households 549
Median total household income ($weekly) 765
Unemployment rate 77
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 10
Employment
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 11
Businesses
There are approximately 278 businesses in the Geeveston ndash Dover area The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 12
Drivers of Economic Development
Although it is outside the scope of this project to plan more broadly the economy of the region as Council already has an Economic Development Strategy it is still important to focus on the drivers of economic performance as they are related to the Geeveston Town Hall and the overall Geeveston township and surrounding region
Below are performance measures and targets offered for discussion and further clarification within the context of this project It must be recognized that a singular building development is incapable of being responsible for the total performance of a region however it is also important for this planning project to identify with the overarching objectives for the region One of the major drivers of growth for the region is tourism as this is a natural strength of the region and also a key driver of opportunities where scale and economic diversity can be achieved
Industry Performance Measures for Discussion
Industry Performance Measure
Tourism and Hospitality Room night stock
Visitors to region (total visitors to Geeveston)
Length of stay (nights)
Average spend during stay
Jobs by business type
Jobs created in annual period
$ investment in new activities and assets
Number of new businesses
Other Industries
Seafood and fisheries
Forestry
Creative industries
Jobs by sector
Jobs created in annual period
$ investment in new activities and assets
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 13
Primary production (farming)
Manufacturing (food industrial commercial and consumer goods)
Retail (food consumer goods)
Services (health education transport etc)
Number of new businesses
Tourism Visitation
The Huon Valley
The Huon Valley prides itself on its pristine environment rich living history strong maritime connections temperate wilderness unique accessible wildlife world renowned food and wine and seasonal climate variations
The Huon River is an iconic natural feature of the Huon Valley and weaves its way through the five main townships of Huonville Franklin Cygnet Geeveston and Dover The region has a long maritime and forestry history and is augmented by a rich cultural heritage
The Huon Valley encompasses two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks
Tourism is a key economic driver in the Huon Valley and the region leverages from its two major tourist attractions ndash Tahune Airwalk and Hastings Caves and Thermal Springs
Source Huon Valley Attractions and Experiences Prospectus ndash April 2013
The table below shows a range of statistics based on interstate visitation to Tasmania from January 2011 to December 2014
The Huon Trail commences at Taroona and travels south to Kingston where it splits into two distinct areas of the Huon Valley and DrsquoEntrecasteaux Channel areas Interstate touring route holiday visitors to the Huon Trail increased 23 in 2013 from the previous year and further increased by 32 in 2014 to 154007 visitors
In the 12 month period from January 2014 to December 2014 there were 55687 interstate visitors to the Tahune Airwalk down 20 from the previous year and 22911 interstate visitors to Hastings Caves and Thermal Springs down 11 from the previous year
It would appear from the data below that new accommodation came online in both Cygnet and Huonville during 2014 with a significant increase in overnight visitor numbers and nights stayed in these locations However it is noted that this data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 14
Jan 2011 - Dec 2011 Jan 2012 - Dec 2012
change from
previous period Jan 2013 - Dec 2013
change from
previous period Jan 2014 - Dec 2014
change from
previous period
Day Visitors
Dover (Until June 2006 from July 2007) (Visited) 12141 12439 245 13610 941 12330 -940
Geeveston (until June 2013) (Visited) 38243 37663 -152 26013 -3093 - -
Cygnet (from July 2013) (Visited)~ - - - 14341 - 37329 16030
Huonville (Visited) 73169 68188 -681 75154 1022 67202 -1058
Cockle Creek (from July 2005) (Visited) 9085 7179 -2098 8132 1327 8046 -106
Overnight Visitors
Dover (Until June 2006 from July 2007) (Overnight) 8157 5610 -3122 7906 4093 9223 1666
Geeveston (until June 2013) (Overnight) 5616 7092 2628 4481 -3682 -
Cygnet (from July 2013) (Overnight)~ - - 2521 - 10914 33292
Huonville (Overnight) 15009 12819 -1459 17891 3957 25069 4012
Cockle Creek (from July 2005) (Overnight) 4175 4819 1543 5349 1100 6182 1557
Total Number of Nights Stayed^
Dover (Until June 2006 from July 2007) 37159 66172 7808 18601 -7189 27257 4654
Geeveston (until June 2013) 36663 19441 -4697 8153 -5806 - -
Cygnet (from July 2013)~ - - - 9343 - 75362 70661
Huonville 103104 96799 -612 68458 -2928 140297 10494
Cockle Creek (From July 2005) 11035 12242 1094 14947 2210 12932 -1348
Average Number of Nights Spent^
Dover (Until June 2006 from July 2007) 46 118 720 24 -940 3 06
Geeveston (until June 2013) 65 27 -380 18 -090 - -
Cygnet (from July 2013)~ - - - 37 - 69 32
Huonville 69 76 070 38 -380 56 18
Cockle Creek (From July 2005) 26 25 -010 28 030 21 -07
Average Spend per Visitor ($000)
Average Expenditure per Visitor 1631 1542 -0089 153 -0012 1645 0115
Holiday 2425 217 -0255 2224 0054 2284 006
VFR 088 0949 0069 0862 -0087 0997 0135
Business 113 1166 0036 1153 -0013 1112 -0041
Other 1585 1809 0224 1371 -0438 1336 -0035
Attractions Visited
Tahune Forest Airwalk (from July 2001) 56747 54166 -455 69802 2887 55687 -2022
Hastings CavesThermal Springs 22105 22011 -043 25817 1729 22911 -1126
Touring Route Holiday Visitors
Huon Trail 128232 121686 -510 149298 2269 154007 315
Places stopped and looked around but did not stay overnight
This data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Visitor data for Geeveston was collected until June 2013 so the Jan 2013 - Dec 2014 represents only a 6 month period
~ Visitor data for Cygnet was collected from July 2013 so the percentage change from the previous 12 month period is based on only a 6 month period in the Jan 2013 - Dec 2014 period
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 15
Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk The forests in the region provide the idyllic setting for bush walking fishing bird watching and mountain climbing and biking
As detailed in the table above in the 6 month period from January 2013 to June 2014 there were 26013 day visitors and 4481 overnight visitors to Geeveston from interstate staying an average of 18 nights
It is hard to comment accurately on current visitor trends in Geeveston as Tourism Tasmaniarsquos Tasmanian Visitors Survey ceased collecting data for Geeveston in June 2013 However visitor numbers to the township appeared to be on track to increase in 2013 with 26013 visitors in the 6 month period from Jan 2013 to June 2014
Source Tasmanian Visitors Survey 2014
Tahune Airwalk
Interstate visitors to the Tahune Airwalk were up 29 in 2013 from the previous year but dropped 20 in 2014 to 55687 Source Tasmanian Visitors Survey 2014
Based on this 80 per cent of visitors to Tahune Airwalk are from interstate with the remaining 20 per cent from intrastate
The table below shows Tahune Airwalk ticket sales from 201112 to present
201112 201213 201314 201415 (ytd)
201516 (forecast)
Total Tahune Airwalk Ticket Sales 63566 72982 69347 70759 80000
sold onsite 40 50 55 55
sold online 10 10 10 10
sold at Geeveston Forest amp Heritage Centre 45 35 30 30
sold through TTICs (Hobart amp Huonville) 5 5 5 5
Source Forestry Tasmania May 2015
Total visitor numbers to the Tahune Airwalk have been steady at around 70000 tickets sold per year for the past 3 years Ticket sales through the Geeveston Forest and Heritage Centre have slowly decreased from around 45 to 30 over the past 3 years currently representing approximately 23000 sales as the share of onsite ticket sales has increased Source Forestry Tasmania 2015
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 16
Tickets sold through the Huonville TTIC represent less than 1 with only 701 bookings made to date this year Source Huonville TTIC May 2015
Hastings Caves amp Thermal Springs
Interstate visitors to Hastings Caves and Thermal Springs were up 17 in 2013 from the previous year but dropped 11 in 2014 to 22911 Source Tasmanian Visitors
Survey 2014
The majority of tickets are sold online or onsite
Tickets sold through the Huonville TTIC represent less than 1 with around 100 bookings made each year Source Huonville TTIC May 2015
The Geeveston Forest and Heritage Centre has not been a great promoter of Hastings Caves with only 400 brochures supplied per annum in previous years
It is noted that in the last period that the Geeveston Town Hall operated as a Visitor centre sales of tickets to Hastings Caves represented around 1000 tickets
A conversation held with manager of Hastings Caves indicated that they are very supportive of improving visitor services within Geeveston and are very keen to be involved in establishing a greater level of interpretation and promotion of the experience
Assessment of Geeveston as a Visitor Destination
Based on an assessment of the total list of tourism related businesses for the region there are clearly some significant strategic gaps that need to be addressed for Geeveston and the South to generate greater yield from organic visitation and encourage growth of tourism market share
Most notably the major gaps in developing a more robust tourism economy are as follows
Gap Indicators
Inadequate visitor information services There are estimates of as many as 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek visitor information about surrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unable to purchase or book anything other than tickets to the Tahune Airwalk The closest TTIC is located at Huonville
Undersupply of accommodation options for all segments of the tourism market
In 2014 visitors stayed a total of 140297 nights in Huonville and 75365 in Cygnet a total of 215662 nights The number of visitor nights captured in Geeveston has significantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston is relatively unchanged and there is opportunity to capture a larger share of visitor nights
Undersupply of wilderness and agritourism As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 17
attractions and experiences wilderness waterways and environmentally based tourism experiences Considering the proximity of two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks and the strength of the agricultural sector an assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
Undersupply of hospitality services to satisfy visitor requirements
An assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of hospitality services for visitors There are a total of three hospitality providers in Geeveston
Bakery
Cafeacute
Massaki Sushi
It is noted that there is an inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there is opportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
Lack of dynamism and contemporary presentation for the history and heritage of the region
Capital expenditure on the streetscape and the main street buildings has been very minor with little change over many years
The format of the current Geeveston Forestry and Heritage Centre displays is not contemporary and is not managed to actively encourage re-visitation
An obvious gap in the appeal of township facilities and amenities to encourage a feeling of comfort and enjoyment ie creating social spaces in which people want to stay and spend time
General visitor services are not up to standard compared to other places with high quality facilities
The recognised natural advantages that the region holds in terms of wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the far south are well noted as ldquoday triprdquo destinations from Hobart or Huonville Geeveston needs to reposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 18
Geeveston Town Hall Precinct
Geeveston Township Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated as a visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community business model
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has a strong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelings of well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wish to activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see as valuable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania do not intend to continue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This business includes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestry operations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays and similar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver of visitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction with visitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the area Geeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead the Forestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centre have shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for the township and all tourism and visitor activities the region has to offer
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 19
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatly interested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to be regularly involved Even the Geeveston Records and Historical Society are rarely involved in the site to organize events or to manage the presentation layout for the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalk tickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from this activity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas Some observations include
The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy the place
The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural advice to plan for
contemporary commercial and community use
The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access and to
appreciate the surrounding offering of main street Geeveston
There is ample parking adjacent to the building that already services commercial and private road users
The building is within close proximity to Heritage Park that currently has a master plan under development
The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to other sites
of this type
Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great potential for
refitting for multipurpose use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 20
National and International Perspectives
Global Adaptive Reuse Project Case Studies
The following case studies have been gathered from across global markets and showcase some significant adaptive reuse projects Although these international examples are of an industrial scale they provide lsquofood for thoughtrsquo and inspiration
Battersea Power Station England
Images Battersea Power Station and Keith Evans
Easily one of the most recognised landmarks on the banks of the River Thames in London Battersea Power Station has been lying abandoned for decades Like the old power station just around the bend of the river ndash the Tate Modern ndash there have been calls to pull down the dilapidated structure for a number of reasons Some said that due to its size it would be too expensive to redevelop others claimed that the elements had given it such a bettering over the years that it had become relatively unsound Now after numerous failed attempts to revive the building and immediate area plans for one of the biggest redevelopments the south bank of London is yet to see are afoot and they certainly look impressive Proposed by Dublin-based Treasury Holdings the new design will see a mainly industrial area of London go green which is what the potentially lucrative Nine Elms area around Battersea has been crying out for The new pound55bn scheme includes plans for 3700 homes built alongside offices shops and restaurants on the 40-acre site The famous chimneys are to be restored to their former glory and the landmark building will house a conference centre among other things The new plans will also offer uninterrupted views of the Palace of Westminster on the opposite banks one of the stipulations of the new development and the reason Treasury Holdings earlier plans which included a huge lsquoeco-domersquo (pictured above) were rebuked
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 21
Sewage Silos Netherlands
Images Arons en Gelauff
Early in 2009 Amsterdam city planning ran a competition for an adaptive reuse project concerning a former sewage treatment plant in the Zeeburg district of the city The winning design was a proposal for a multifunctional cultural centre which would house exhibition spaces a media centre movie theatre and theatre hall crowned by a rooftop restaurant in one silo and an open rooftop playground in the other
The winning plan was inspired by Hollandrsquos most popular childrenrsquos book author the late Annie MG Schmidt hence the playfulness of the design Arons en Gelauff architects involved in the project said the main aim was to ldquobreathe new life into the silos transforming them into an inspiring and lively place which will help shape the character of the new Zeeburgereiland housing districtrdquo The Annie MG Schmidt House is marked for completion in 2011
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 22
Gasometer City Vienna
Images Andreas Poeschek and via Dornob
One of the most successful residential reuse projects is Gasometer City in Vienna Austria Four immense disused gasometers were successfully revamped in the late lsquo90s and have since become infamous in the world of adaptive reuse
Built in 1896 when Viennese authorities decided to invest in large-scale coal gas and electricity supplies the gas plant serviced the locale and beyond for a good 88 years until it was shut down permanently in 1984 after natural gas supplies took over Although life in the cylinders didnrsquot completely disappear raves were hosted from time to time popular because of the acoustics inside the drums and one housed a set for the movie James Bond The Living Daylights Then in 1995 the decision was made to revitalize the gas plant
With the proviso that the brick exterior of the gasometers was to be kept intact each gasometer was remodelled by a particular architect Jean Nouvel (Gasometer A) Coop Himmelblau (Gasometer B) Manfred Wehdorn (Gasometer C) and Wilhelm Holzbauer (Gasometer D) all four with specific zones for living working and entertainment The result produced a vast walled city within a city The unique redevelopment has since become a sought after place to live with a close-knit inner community and is looked upon as a very successful example of adaptive reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 23
Tate Modern London
Images Walk Talk Tours Jim Linwood Bleuchoi Andrew Dunkley and The First Word
Reaching high into Londonrsquos skyline is the Tate Modern a magnificent old oil-fired power station which now houses an international collection of contemporary art dating from 1900 onwards It has become the most visited tourist attraction in London surpassing even the National Gallery and the British Museum and the most visited modern art museum in the world
Designed by Sir Giles Gilbert Scott who incidentally also designed Battersea Power Station and one of Britainrsquos other iconic symbols ndash the red telephone box the original Bankside Power Station was built in two stages from 1947 to 1963 finally turning off the pumps in 1981 For a long time the building was under the beady eye of developers who were quick to mark it for demolition but after impassioned pleas by campaigners to save the building were heard a competition for redevelopment ensued and at the beginning of 1995 Swedish architects Herzog and de Meuron won the battle to build Londonrsquos next big thing
The gallery opened to much acclaim in 2000 and has attracted more than 30 million visitors since Its success is partly due to its situation on the banks of the Thames but also because of the use of space within the building The main Turbine Hall a huge space of 3400 square metres that once housed the main electricity generators was fortunately left in its original form providing a vast gallery for art installations that often require public interaction and appreciation of the space It is this space and its ability to be so successfully transformed time and time again that has changed peoplersquos perceptions of art which is no doubt so much more than the architects were hoping for in their redesign
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 24
Water Plant Berlin
Images via One Eight Nine
When two artist friends Michael Elmgreen and Ingar Dragset decided to set up a livework space they didnrsquot bargain on getting such a good deal For just US$700000 the DanishNorwegian pair purchased a disused water pumping station in suburb very close to Berlin City Centre The building had been left empty since the early 1990s with few interested buyers as it was located in the middle of a residential district ndash no longer right for industrial use and too awkward to be tackled by some developers ndash so Elmgreen and Dragset jumped at the chance to work their magic on the generous space
The artistic partners who have exhibited around the world enlisted the services of two young architects Nils Wenk and Jan Wiese to help transform the pump house into an artistrsquos workspace and home It was important they applied concepts from their art into the redesign and a love of spatial challenges saw them breaking down more walls than were built
ldquoWe deliberately made the borders between the work and living spaces fleetingrdquo Ingar Dragset told the New York Times ldquoThe combination of vast floor space and the small quirky nooks means you can be very hidden here or very exposed depending on your moods or needsrdquo
Even after getting happy with a sledgehammer the old water pumping station now accommodates two separate private areas for the artists a generous kitchen four bathrooms an attic living room and some of the most spectacular light-filled living and working spaces
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 25
Cafeacute Restaurant Amsterdam
Images Wili_hybrid and Cafe Restaurant Amsterdam
Housed in a former water-processing plant Cafe Restaurant Amsterdam is one of the cityrsquos chicest eateries Dating back to the late 1800s the building is left mostly intact with the main pumps proudly on display in the main part of the restaurant The large space is lit with huge floodlights in the evenings reclaimed from the former Ajax and Olympic football stadiums in the city The interior may look crude to some but to other it offers a unique dining experience and will always provide a talking point when therersquos a lull in the conversation
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 26
CasaComvert Milan
Images Giuliano Berarducci and studiometrico
A number of years ago clothing design company Comvert asked Milan-based interior architects Studiometrico to find a new HQ for their growing company that would fit a very particular brief Comvert ndash a company founded by four skater friends in 1994 design produce and distribute snowboards clothing and accessories for both skate and snow boarders under the brand name bastard ndash wanted their new space to house their flagship shopfront a design studio office warehouse and a useable skate bowl all within the one building And in spring 2005 Studiometrico came up trumps they had found an old 1950rsquos cinema big enough to fulfil all Comvertrsquos needs
Studiometrico retained as much character of the old building as possible in fact the foyer which is now the administration centre of the building looks relatively untouched while the dress circle has been converted to an amazing design studio and office space providing the perfect creative working area But it is the suspended skate bowl that makes the refit so successful Hanging six metres about the warehouse space the skate bowl affectionately known as bastard bowl fills what was once the void above the seating area in the cinema and is the main pride and joy of the Comvert partners who must have to pinch themselves when they go to work every morning ndash if only everyone was so lucky
Source httpwwwarchi-ninjacomexcellent-examples-of-adaptive-reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 27
Australian Town Hall Redevelopment Project Case Studies
The following examples of adaptive reuse of public town halls and civic buildings within Australia are of a smaller scale and are a much more direct comparison to the Geeveston Town Hall situation Although many of these are larger buildings and in larger population centers the historic use and new use opportunities are similar The desk research process has uncovered summary information and we have held an interview with the most relevant project (Murray Bridge Town Hall South Australia)
Ballarat Civic Hall Redevelopment ndash City of Ballarat Victoria
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 28
In 2012 SGS Economics amp Planning were commissioned by the City of Ballarat to explore options for reuse or redevelopment of the existing structure of the Civic Hall as a performing arts andor function venue and detail a shortlist of preferred options This could extend to options that involve partial demolition alterations or additions to the building
The full suite of uses of the Ballarat Civic Hall as a performing arts or function venue was scoped through discussion with the City of Ballarat and included
Performing Arts Uses Function Uses
TheatrePlayhouse
OperaticBallet Theatre
Multipurpose Performing Arts Venue
Secondary Education Performing Arts
Tertiary Education Performing Arts
Performing Arts Training Facility
Exhibition Venue
Conference Venue
Reception Centre
Nightclub
Live Music Venue
Dance Hall
Offsite School Function Facility
Cinema
Two other uses were identified for the site
University Student Accommodation
Visitor Information Centre (VIC)
Each potential use identified was analysed against demand and supply with reference to demographic and visitors data If there appeared to be insufficient demand to support an activity even as part of a shared facility at the Civic Hall it was eliminated from the process
The following uses of the Civic Hall appeared to be supported by demand and were largely compliant with Council policies for the use of publically owned and administered spaces
A multipurpose venue that accommodates medium to large exhibitions (ideally 1000 ndash 2000 square metres) and performing arts classes training and
performing arts company administration offices (This could theoretically be achieved with the use of moveable partition doors to create divisible spaces for
exhibitions and performing arts spaces)
A mid-size (greater than 300 and less than 3000 patrons) indoor live music venue
A range of financial modelling and social impact assessment was undertaken on the two preferred options
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 29
Societal cost benefit analysis demonstrated that the multipurpose venue option would not provide sufficient community benefits to outweigh the cost of redeveloping and operating the Civic Hall Financial analysis showed that income from the various uses of the site as a multipurpose venue would be insufficient to offset the publically incurred cost of operating the facility for this purpose
Societal cost benefit analysis demonstrated that the live music venue option provided significant user benefits to live music event attendees and increased the offering of live music performances (across a variety of genre) in Ballarat However a live music venue would result in a weak positive cash flow during the operating phase with a failure to pay back the initial investment
Source httpwwwballaratvicgovaumedia1867737ballarat_civic_hall_reuse_redevelopment_final_reportpdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 30
Bay Discovery Centre amp Glenelg Town Hall Service Review ndash City of Holdfast Bay South Australia
In February 2008 Hudson Howells was engaged by the City of Holdfast Bay to undertake a review of the Bay Discovery Centre (BDC) as a community and visitor service and evaluate the current and future commercial tenancy options for the Glenelg Town Hall (GTH) building as a whole with the goal of making the BDC and the GTH building generally more financially viable for Council
It is noted that the City of Holdfast Bayrsquos Economic Development Strategy has three key objectives
Tourism
Shopping amp activity precincts and
Business development and employment generation
The question is whether the GTH is the right location for the BDC and whether the GTH could be put to an alternative use that would generate a better community benefit
A stakeholder workshop identified the high priority space usage and tenancy options for the BDC and GTH generally as
Tourist visitor information centre
Combined library Internet history centre Council customer service centre with cafeacute coffee shop
Museum of South Australia
Gift shop ndash merchandising souvenirs
Glenelg Town Hall
The GTH is in an outstanding location but the design of the building its faccedilade and its heritage listing conspire to severely limit its commercial appeal
Council has the BDC as a tenant but it is questionable whether this is the optimum location for a museum interpretive centre
The building lacks lsquostreet presencersquo and this is likely to be an ongoing problem given its state heritage listing
This attribute makes the building unattractive to potential retail and hospitality tenants but might not be such a problem for the professional business services
sector This makes attracting additional tenants problematic
The faccedilade of the GTH is dull and uninviting and the Moseley Square entry foyer is not overly welcoming
Parts of the GTH are in disrepair and a large amount of space is under-utilised
Given its location a significantly refurbished GTH site could generate the following income
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 31
Retail space $700 - $800 per square metre per annum
Restaurant space $300 - $500 per square metre per annum
Office space (new) $300 per square metre per annum
o In its current state the GTH might generate in the order of $100 per square metre per annum as office space
Other possible options identified for the Glenelg Town Hall include
Boutique hotel
Grannypackers lodge
Function conference centre with or without a hospitality training school
If the GTH was converted into a hotel lodge or function centre what would become of the BDC
Bay Discovery Centre
The BDC has recorded significant visitor growth over recent years
The BDC plays a major role in entertaining informing and educating not just the Holdfast Bay community but also national and international visitors
The BDC has relatedly high running costs
The BDC has little visual street presence ndash potential visitors typically need to be lsquoalertedrsquo to discover it
The BDC has little in the way of neighbouring establishments that are likely to draw foot traffic
The display space lacks flexibility and is constrained by limited floor space
The gallery space is on the mezzanine floor
The BDC is located away from other Council services notably the history centre the libraries and the customer service centre
There was strong support at the stakeholder workshop for a lsquoone stop shoprsquo that would include a customer service centre history centre library internet cafeacute community centre museum and visitor information centre In addition a volunteer training centre could be considered for inclusion
Conclusions
There are opportunities for the BDC and GTH to become revenue neutral
There is a broader strategic issue which needs to be addressed by Council and that is one of potentially consolidating a range of Council services into a lsquoone stop
shoprsquo
The GTH is currently under-utilised but has the potential to be adapted to more suitable economically viable uses such as a boutique hotel grannypackers
lodge or function conference centre with or without a hospitality training school
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 32
The Visitor Information Centre incorporating a gift shop currently operated by the Dolphin Cage could form part of the BDC and contribute in the order of
$90000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to introduce an entry fee which could contribute in excess of $100000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to increase revenue from school groups and bus tours to offset the BDCrsquos operating costs
Stage 2 of this project will comprise a Key Issues Paper and Recommendations specifically addressing issues critical to the BDC and the GTH becoming revenue
neutral Council operations
Source httpswwwholdfastsagovauwebdataresourcesminutesAgendas294_-_Attachment_3a_-_240608pdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 33
Gawler Connect ndash Town of Gawler South Australia
Gawler Connect is an exciting new proposed infrastructure project aiming to rejuvenate Gawlerrsquos Town Hall Institute and Main Street into an Arts Cultural and Community Hub The population of Gawler is predicted to double to 40000 in 10-15 years and there will be an increasing demand on civic and community services
The proposed project will create a lsquoSmartrsquo Library Youth Lounge amp Multimedia Performance Space Cultural Heritage Gallery and Heritage Research Centre Community Arts Space a new National Broadband Network Co Office and Business Incubator Center as well as a street front Tourism and Visitor Centre and Cafeacute with multipurpose spaces available for community use
Gawler Connect will create a vibrant regional Cultural Hub ndash bringing people together in a safe and freely accessible space that inspires all generations through the provision of a range of state-of-the-art spaces and services with an arts and cultural focus The inclusion of a new Tourism and Visitor Centre and Cafeacute co-located with an interpretive heritage gallery fronting the main street will create a vibrant focus and have a flow on effect in attracting visitors and new investment into cultural tourism and the region
Key features
A lsquoSmartrsquo interactive Library with state-of-the-art IT facilities
A National Broadband Digital Services Centre
Digital Media Arts amp Cultural Performance Spaces
Cultural Heritage Exhibition Gallery
A Multi-media Youth Lounge
Heritage Research Centre
Business Incubator Program
Tourism amp Visitor Centre
Cafeacute
Council Customer Service Desk
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 34
Benefits to the community amp region
A major infrastructure project creating local job opportunities
Restoration conservation and adaptive re-use of two State heritage-listed buildings
Significant art heritage and cultural collections on display
Provide space and support for local and regional performing artists
Revitalisation of Gawler Main Street precinct
The project timeline is proposed from October 2013 to December 2016
Council-managed cash contributions for the overall project of about $25 million are proposed (this is in addition to the other allowable Council matching contributions) Council is proposing to raise about 60 of the additional $25 million from a range of potential partners including regional corporate businesses businesses involved in major developments in the region tertiary institutions the State Government and a Community Fund
Source httpwwwgawlersagovaupageaspxu=737
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 35
Murray Bridge Town Hall Cultural Precinct Study ndash The Rural City of Murray Bridge South Australia
Images from Grieve Gillet httpwwwgrievegillettcomaumurray-bridge-town-hallc1n3l
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 36
In 2008 Grieve Gillett was engaged by The Rural City of Murray Bridge to provide a Feasibility Study for the re-development of the Town Hall ndash a significant community asset The Council wishes to develop the Town Hall into a multi-purpose complex of excellence catering to the arearsquos diverse range of community groups residents and visitors
The study looked at options for transforming the building into a multi-purpose lsquoCultural and Performing Arts Centrersquo along with associated works to redevelop the street area on Sixth Street
To complete the Feasibility Study Grieve Gillett carried out the following
Preparation of floor plans of the existing building
Review of the current capacity of the building structure in line with Councilrsquos reports from consultantrsquos relating to the condition assessment defect audits and
structural assessments
Assess and identify user needs and any potential user gaps of the Town Hall facility
Determination of desired usage and development scenarios
Preparation of concept designs that will cater for proposed future uses
Preparation of the estimate of costs of proposed alterations to the building
Options to re-develop Sixth Street between Bridge Street and Fifth Street into a pedestrian-friendly precinct in conjunction with the Town Hall Re-
development Specifically Council requested an exploration of
o Mall with no vehicular movement
o One way road and widened footpaths
o Shared Zone
Presentations of proposals to Council and the Town Hall Project Management Group
Option 1
This option reclaims part of Sixth Street and extends the building to the full extent of the existing pavement line Sixth Street itself becomes one way with traffic travelling in a westerly direction The building opens out onto a plaza area providing additional foyer space suitable for alfresco dining A wide footpath runs alongside following the slope of the land whilst a new ramp is provided at the west end of the building to provide access for people with disabilities at that end
A small through-lift is provided in the north-east corner of the building adjacent to the north-east entry to allow disabled access to the first floor This allows the first floor area to be potentially leased out providing the Council with rental income
A small commercial kitchen is also located in the north-east corner
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 37
In the Hall itself the performance space has been relocated in front of the proscenium arch The stage itself has been removed and the space reutilised as storage areas and an access change room Retractable tiered seating is installed in the space within a partition wall that also forms the theatre lobby
On either side there are stairs to the gallery floor level providing additional seating and the control room
The roof over the new foyer in Option 1 has a 29deg pitch with the roof meeting the existing south stone wall above the existing first floor window line (refer to drawing 07027-SK-05 Long skylights are provided at regular intervals to allow an abundance of natural light
Option 2
Option 2 follows the same plan arrangement as Option 1 but the proposed foyer area is enclosed in a 2-storey high glazed Foyer with solid corners (refer to drawing 07027-SK-06) Our Cost consultant has advised that Option 2 will cost in the order of $560000 more than Option 1
Major Considerations for the Study
Carparking ndash Aim of increasing the general pedestrian amenity of the precinct without reducing the number of car parking spaces that currently exist
Traffic ndash Consideration of a mall with no vehicular movement a one way road with widened footpaths and a shared zone
Pedestrian Mall ndash The advantages of creating a pedestrian Mall would be far outweighed by the disadvantages of loss of car spaces loss of through access and management of delivery and emergency vehicles
Shared Zone ndash A shared zone results in a compromised pedestrian zone and a compromised vehicular solution A one-way solution will improve pedestrian amenity while maintaining good vehicular access and retain on-street parking
Cost Estimate
Total cost including associated fees (ex GST) = $5929000
Potential Income
The upgraded The Town Hall will have a range of facilities that will be capable of generating income
First Floor Offices - 195 square metres of office space for lease on the upper level This will be accessible direct from Bridge Street with its own street address
Current commercial rentals in Murray Bridge suggest that a gross annual rent in the order of $3500000 could be expected
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 38
Other income generation opportunities include
Cafeacute
Kitchen (either linked to the cafeacute or as a separate entity for catering opportunities)
Auditorium and Foyers (community functions weddings conferences corporate training
Source httpwwwmurraybridgesagovauwebdataresourcesfilesgrieve_gillet_reportpdf
Notes from Interview with Murray Bridge Town Hall Project
Summit Strategy conducted a phone interview with Faith Box Team Leader Community Development at the Rural City of Murray Bridge in South Australia to gain further information and insights into the redevelopment of the Murray Bridge Town Hall
The project commenced in 2003 and six years of Council planning took place before the Town Hall redevelopment commenced
Some local art groups took residence in the largely unused Town Hall building and developed a small art gallery ndash the visual art concept for the building grew
from this
A project management team was established and made up of elected members Council staff community stakeholders project architect and local builder
Membership changed over time as the project progressed
It was noted that the architect needed to have extensive theatre design experience
It was never intended for the building to be self-sustaining Council was aware that it would need to subsidise the operation of the building
Murray Bridge has a population of around 29000
Primary Uses The redevelopment was staged as follows
1st Stage
Murray Bridge Regional Art Gallery Premium art space which became a visual arts hub First stage showed the community the potential the building could have
2nd Stage
$750000 renovation ($500000 from Country Arts) Sculpture Court Shared space
3rd Stage
$4M redevelopment of rest of building
Auditorium ndash state of the art AV lighting seating etc
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 39
Workshop spaces for visual arts
Storage spaces
Green rooms meeting rooms conference spaces
Office space ndash for some Council staff
Foyers
Kitchen
Dressing rooms
Amenities
Options for Sixth St
Options for Sixth Street are currently under community consultation
Sixth Street is in the centre of town
Strong willed business stakeholders are worried about losing parking outside their businesses
Council plan to continually upgrade the street to become a shared space but as a gradual process
Governance amp Income
Managed by Council ndash wages maintenance etc
Some formal arrangements ie one community group gets free use of spaces in return for running gallery shop
Some bookings are charged to user exhibitor but most exhibitions are sourced and paid by Council
No charge to consumers for gallery viewing
The cost to Council per annum is significant
Building could never be completely self-sustaining ndash performing arts could be but visual arts cannot
Challenges
Heritage listed building in centre of town
Ingrained in community ndash didnrsquot want to see building knocked down
Strong willed stakeholders ndash including business owners in Sixth Street
Potential loss of parking in Sixth St
Not self-sustaining
Long planning process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 40
Stage One Stakeholder Engagement
Stakeholder Meetings
Andrew Towns from Summit Strategy has had conversations with a range of community and industry stakeholders in relation to this project These include
Huon Valley Council Councillors
Huon Valley Council Officers
Foresty Tasmania
Tahune Airwalk
GeCo
Geeveston Archives and History Society
Hastings Caves amp Thermal Springs
Destination Southern Tasmania
Makers on Church Street
Southern Furniture Design Centre
Harcourts Real Estate Huonville
Bendigo Bank
Masaaki Koyama
Cassey Faux
Amy Robertson
Leanne McKinnon
Henrietta Manning
Stakeholder Workshop
A stakeholder workshop was held on Wednesday 13th May 2015 at the Geeveston Town Hall The purpose of the workshop was to meet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building including
The importance of the Town Hall to the community living in Geeveston and the visitors to the area
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 41
The role of the building in the mix of retail and tourism service offerings within the township and
Opportunities for development of the building
The workshop provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building This input has been utilised in developing the ldquoVision and Objectivesrdquo section below and the potential future uses for the building
Objectives Identified by Community Stakeholders
From stakeholder discussions to date a number of key issues have been identified that are the drivers of value and sustainability for the Geeveston community
It is important to recognize that there are many community and business groups who will be affected by the performance of the Town Hall and it is thought that the building and its future use will have a direct impact on many facets of the life of people in and surrounding the township and the Huon Valley Region
The objectives recommended below have been distilled from various community input and detailed discussion with Huon Valley Council The stakeholder workshop held on the 13th May 2015 elicited the following overarching objectives and goals that the building should aspire to
The question was asked ldquoWhat are some valid objectives for the site or put another way what should our Town Hall be a part of achieving for the placerdquo
Objective Goal Classification
1 Be owned and run by the community ndash direct involvement Eg Community Board of Management
Governance
2 Be a driver for visitation to Geeveston ndash including overnight visitation To encourage a longer length of stay
Economy ndash Tourism
3 Boost the local economy Economy
4 Be an attraction in its own right separate to the Tahune Airwalk Economy - Tourism
5 To strive to be world class Community
6 Reflect the heritage of the area Have links to current amp future development initiatives for the area ie bike track Heritage Park existing retail
Economy ndash Tourism Community
7 Integration of offerings within the area ndash be a connector Community Economy
8 Be respect the culture history and heritage of the area Historical society to be linked to centre but not placed in the centre
Economy - Tourism
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 42
Tell our stories from past current and future Communicate where wersquore going
9 Attract creative industries to the area Economy Community
10 Contribute to the economic and community wellbeing of the local area and region ndash direct benefits Economy
11 Ongoing financial sustainability Operational Sustainability
12 Maximizing the availability of community capital for cost effective resourcing ndash volunteers sponsorship Operational Community
13 Bringing the community together ndash to develop a sense of community pride and ownership Community
14 Inspire and educate our children Community
15 To connect our community and town to the region and to the world Utilise technology to achieve this Internet access for visitors
Economy ndash Tourism
16 Exploit market opportunities that create new offerings and investment Economy
17 Encourage confidence for investment To achieve relevance distinctiveness motivating ndash is our identity right
Economy
18 To be vibrant dynamic and contemporary ndash not a museum Re-think museum
Community
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 43
Potential Uses Identified by Community Stakeholders
The stakeholder workshop identified the potential future use ideas
Gallery space for world-class exhibitions
Flexible events space and linkage to existing events
Agritourism experiences
Food amp beverage offerings o Seafood aquaculture o Fruit ndash apples cherries o Ciders amp wines o Local food hub ndash provedore o Linkage to farmers market
Art amp craft offerings
Timber history heritage and current offerings
Contemporary interpretation of history amp heritage
Access point for National Parks World Heritage Areas
Linkages to waterways
Tourism o Visitor precinct hub o Visitor information centre o Tourism operators o Linkage to Tahune Airwalk amp Hastings Caves
Accommodation
Small business
Restaurant cafeacute
Meeting conference training amp event space
Linkage with external experiences o Heritage Park o Bike track o Geeveston main street ndash pedestrian mall
Township streetscape theme o Heritage of area o Interpretation o Experiences
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 44
Geeveston Town Hall SWOT Analysis
Strengths
Ideal location in centre of township and on the main street
Ample parking adjacent to the building
Close proximity to Heritage Park
Significant and flexible floor space
The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
Highly interested and committed local resident and business community
There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
Existing banking tenant is stable and critical to the function of the town
The building has a long history of supporting tourism history culture and heritage
The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
The building is structurally stable maintainable and low cost in its current form
Weaknesses
In its current format the building does not encourage visitors to stay and enjoy the place
The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main street
Geeveston
The floor space is currently grossly underutilized
The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and businesses in the
area
The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
A very low level of local community engagement and use even though there is a high desire to do so
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 45
Opportunities
Refocus the buildings purpose on engaging visitors and representing its region
Integration of industries through a multi-purpose occupancy model
To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
To position Geeveston via the Town Hall as the gateway to the southwest
To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
To encourage connections to other surrounding townships and attractions
To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through communication of
clear intent and design
To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community groups
volunteer groups)
Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
To encourage investment and employment through the attraction of new business players and industry spending
Threats
Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
Availability of capital funding to redesign the buildingrsquos purpose
Inaction will cause a rapid and continual degradation of the tourism economy for the region
A lack of confidence in the region will constrain further tourism industry growth
The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more important
economically
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 46
Situational Summary
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate community and economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competing priorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses that have far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the site into the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industries within the region to maximize tourism experiences and promote the Huon Valley brand
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the township itself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or a lack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players but it will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse The section following focuses on that task and sets down the development concepts that we believe can be successful with a focus on both the short term requirements and the longer term vision for the township
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 47
Vision amp Objectives
Recommended Vision amp Intent for Geeveston Town Hall
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a community asset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history its natural competitive strengths and inspires a future of collaboration and industry diversity
Recommended Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community To tell our stories amp respect our history
To connect people with each other
To respect the culture history amp heritage of the area
To contribute to community wellbeing of the local area and region
Economy amp Industry To connect our town to the region and the world
To encourage new industries
To encourage employment amp confidence for investment
To offer our visitors great experiences
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
Operational To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
Governance To achieve continuous and stable governance
To achieve ongoing financial sustainability
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 48
Development Strategy Options
In defining an acceptable strategy for development of the Town Hall and also one that has financial feasibility it is important to consider the medium to longer term demand that will be placed on the performance of the building from different sectors of the Geeveston and Huon Valley regional economy
With the downturn in the forestry sector and the unlikely rapid rejuvenation of the sector this cannot be a priority industry to service The forestry industry is a strong theme from the past however and there is significant heritage value in telling that story about the region and one that will be of interest to visitors if told in a compelling and engaging way
The recognised natural advantages that the region holds in wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the more southern region to it is well noted as a ldquoday triprdquo destination from Hobart or Huonville
It is critical that the Geeveston area offers accommodation hospitality social space and additional retail opportunities to visitors into the future The key question is ldquoWhat will be the driver of change to encourage investmentrdquo There must be a catalyst or even a series of them that are integrated that offer private enterprise the confidence to establish operations in the area
Can the Geeveston Town Hall be one of these catalysts to change of the local economy Our argument is that is can be but only for certain purposes of use
It can be a driver of change and development for the following
1 Tourism promotion and visitor information services
2 Vibrant and engaging creative industries (including story-telling and museum)
3 Social and community events of significance
4 Integration and collaboration of industries
Uses that are not appropriate in our view are as follows
Use Reasoning
Manufacturing Significant goods in goods out operations may be highly counterproductive for tourism operations and the linkage to car parking services Additionally materials manufacturing is likely to produce waste that is unsuitable for other uses
Office space (excepting primary purpose office requirements)
Office space is in low demand and is low value and is likely to restrict the volume of use for other purposes that are more important
Accommodation The site will never support the special requirements necessary to develop substantial
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 49
accommodation facilities and is not able to be adjusted easily into the future leaving the site wholly focused on one primary activity
Wholly government funded operations (ie library radio station health offices)
Due to the volatility of government occupancies and the cyclical nature of centralisation and decentralisation government agencies are often a disruptive tenancy for this specific building type Additionally the building is best focused on encouraging private commercial and community enterprise economic development
This feasibility whilst recognising the potentials must also account for the gaps in supply and economic activity
Proposed Scope of Use
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
Economic growth for Geeveston
Visitor Information
Centre
Museum interpretation
centre
Integrated tourism
operations
Seafood experience
centre
Hospitality
(retail)
Community Events
Arts amp culture
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 50
Primary Options for Development and Use
The following table outlines a variety of purposes that we believe are valid for the Geeveston Town Hall however the special characteristics and use detail needs to be further developed in conjunction with the project architect Preston Lane
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
History amp Heritage Museum interpretation center operator
Historical displays and artefacts managed by the community and Geeveston Archives and Historical Society
Moderate at 20 of the site
Funded via visitor donation subsidised by Council (granted use of public assets or donations)
Low impact
Hospitality (Retail) Cafe
Restaurant
Commercial kitchen
Cafeacute and or restaurant with commercial kitchen for community use
Significant at around 20 of the site
Commercial rates for rented area
Potentially significant dependent on design However mechanical engineering likely to be the greatest cost Commercial kitchen is the largest impact
Community Events Flexible space Flexible space available for rental for use by community groups local artisans and commercial operators
Moderate at around 25 of the site
Sessional rates subject to operator approval
Due to the need to be flexible this space is likely to be low cost but will need to be highly durable due to traffic demands
Gallery and exhibition space
Flexible gallery and exhibition space for interactive displays presentations and curated exhibitions
Commercial rates for rented area
Should have a moderate impact if appropriately designed and fitted
Tourism Visitor Information Base for a satellite visitor Minimal at around 10 Commercial rates for Low impact and low
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 51
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
Centre information centre that focuses on Southwest accommodation experiences and attractions Offering retail local goods
of the site rented area cost
Integrated tourism operations
Collaboration of Southwest tourism experiences involving tour operators and guides adventure tourism and agritourism suppliers
Medium at around 10 of the site
Commercial rates for rented area
Likely to be delayed partly funded by building owner and finished by tenant
Seafood experience centre
Showcase of Tasmanian Salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Potential linkage with hospitality operator
Medium at around 10 of the site
Commercial rates for rented area
Potentially a significant cost due to the uniqueness of the experience and subject matter Potentially a long term attraction
Public amenities Public amenities with access from inside the building
Must include a lift to accommodation the elderly disabled and heavy goods
Minor at less than 5 of the site
Non-lettable area Moderate cost but requires significant works due to its current location and state
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 52
Stages of Development
The redevelopment of the Geeveston Town Hall can be broken into three key stages
Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
Stage Two ndash repurpose for the community and visitors
Stage Three ndash encourage service industry growth amp strategic linkages
Stage One ndash Reset the Base ndash prior to Summer 2015
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
To reinstate a Visitor Information Centre on site that also sells local handmade goods either as stock items or on consignment with strong linkages to the designers retailers
The TTIC must have the ability to represent the region in a compelling way there must be clear interpretation of the region
(lower floor)
Significant generator of visitation to Geeveston encouraging increased length of stay and spend
Prior to 201516 peak tourism season ie Spring 2015
Local handmade arts and crafts
Local markets and events
Community engagement
To include a flexible space that can satisfy community events for local and tourism purposes
(lower floor)
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage
Cultural and heritage To reset the museum component to the upper floor only and include a gallery space that could house exhibitions from local and Tasmanian artists
(upper floor)
Moderate refit impact however full implementation would result in a high impact
Staged development is warranted
Stage one would commence immediately ie prior to summer 2015
Full implementation by end 2016
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 53
Stage Two ndash Repurpose for Community and Increase Capacity ndash through to Dec 2016
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Rentable exhibition space for art and craft designers with potentially significant curated exhibitions into the future
Modest to low given the need to meet minimum standards and be a flexible exhibition space Security and environmental quality issues will be primary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural and heritage presentation of the region
ldquoRe-think museumrdquo
Significant on both space utilisation and required quality of fit out
Maximising artifacts and interpretation value
Long term design
Timing unknown at this stage
Community engagement Development of community enterprise taking a proactive hand in utilising the sitersquos flexible area encouraging creativity and connection
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage and how quickly the community enterprises can develop use activities
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercial kitchen that can also run community events
(lower floor)
Significant due to hospitality kitchen requirements and goods storage and inout facilities
Commencement as soon as practicable however operator identification will force a delay ndash Winter 2016 is the ideal development timing
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 54
Stage 3 ndash Encourage Service Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
Creating a tourism hub Potentially some integration of tourist services onsite Yet to be defined in greater detail
Post 2016 summer period
Creating connections with Heritage Park and its development
Some examples include bicycle hire storage of key rentable equipment music festival outdoor arts displays etc
Emerging linkages that are yet to have clarity
Unknown
Creating connection with surrounding townships
ie via bike track maps and presentations
Accommodation and stop over locations Services offered at regional locations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be the marshaling point for all visitors entering for experiences such as boating kayaking biking bush walking and wilderness visits This may require a range of facilities to accommodate
Unknown
Linkages to local industries Creating connections with the aquaculture industry
ie salmon experiences Massakirsquos Sushi alliance
Related to food tourism and food offerings Could be significant if a seafood experience centre is the concept eg aquarium and other features
Unknown
HUON VALLEY COUNCIL
Geeveston Town Hall
FINAL FOR
HUON VALLEY COUNCIL
Geeveston Town Hall ndash The Future
Business Plan
Prepared by
FINAL FOR HUON VALLEY COUNCIL MEETING
20TH August 2015
The Future
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 2
Contents
Executive Summary 4
Geeveston Town Hall Situation 6
The Township of Geeveston 6
Geeveston Town Hall Context 7
Current Use and Use Issues 7
Assessment of the Town Hall Building 8
Geeveston Town Hall SWOT Analysis 9
Situational Summary amp Opportunities 11
Geeveston Town Hall ndash the future 12
Community Engagement ndash Stage One 12
Vision 12
Objectives 12
Scope of Use 13
Primary Options for Development amp Use 14
Design Concept 14
Community Engagement ndash Stage Two 15
QVMAG Comparison and Insights 22
Business Strategy 23
Core Business 23
Differentiation 23
Value Proposition 24
Product amp Experience Offering 25
Economic Impact 27
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 3
Implementation Planning 29
Staged Implementation Overview 29
Detailed Implementation Plan 33
The Business amp Financial Model 37
Business Model 37
Financial Model 38
Governance Model 41
SWOT Analysis 43
Risk Analysis 45
Appendix A 48
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 4
Executive Summary
This business plan has been generated within the context of planning for the future of the Geeveston Town Hall (GTH) within the Geeveston Town Hall ndashthe future project Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council (HVC)as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building and maximisebenefit to the community into future
This project has considered the issues surrounding the economy of the area the previous uses of the building community engagement ideas and feedbackand examples from other parts of Australia and the world in circumstances where a historical public asset requires a new future
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre (VIC)
2 Museum
3 Commercial Gallery
4 Events
5 Hospitality services (cafeacute restaurant)
Architectural concepts have been developed demonstrating how the building could be renovated improving its utility for these purposes and alsoimproving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park and thetownship car park
These concepts have been offered for public consultation and the response from the public has in the main been positive Many residents and interestedstakeholders have rated the concepts highly when comparing them to the vision for the GTH There are issues to be dealt with and such items as publictoilets introducing competitive hospitality services within the town and capturing value from the regionrsquos tourism market have all been raised by thepublic These concerns are addressed in this plan and will be further addressed in future planning efforts in conjunction with HVC and key stakeholdergroups
It is proposed that the GTH be operated in future by an independent new company limited by guarantee (GTH Co) run by a community Board balancedwith representatives from the key stakeholder groups This organisation would contract with HVC for the head lease of the building and would operate thesite as agreed within that document The GTH Co would focus on the various offerings within the business plan and operate a not-for-profit business togenerate economic benefits for the town and the broader region
The redevelopment of the Geeveston Town Hall will take a staged approach and can be broken into three key development stages
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 5
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
Stage one involves the establishment of an operating entity for the GTH building the reinstatement of a Visitor Information Centre on site the redesign ofthe museum to the upper floor and the development of flexible space that can satisfy community events for local and tourism purposes and includes agallery space for community exhibitions
It is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in time for the peaktourism season
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
A critical success factor in the implementation of stages two and any other future development is the achievement of funding to execute the buildingcapital works This would involve grant funding and co-contribution funding
The financial operational forecasts demonstrate that with prudent management the building can be operated at a profit and can contribute rent to thebuilding owner The visitor centre is a significant operational unit which captures value from the available tourism market and positions the town as a keygateway to the far south The building operator will employ staff and contribute generally to the economy of the township as it will require products andservices to operate many of which will come from the local suppliers
There will be a requirement to fund the establishment of the new operating company and also the visitor centre This will need to be in the form of smallassets and also some operational cash flow to enable the commencement of operations HVC must be a leader in the establishment of these newoperations and should consider how they may be funded
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 6
Geeveston Town Hall Situation
The Township of Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk
Total visitor numbers to the Tahune Airwalk have remained steady at around 70000 tickets sold per year for the past 3 years of which around 30 are soldthrough the Geeveston Forestry and Heritage Centre
There are estimates ranging from 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek information aboutsurrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unableto purchase or book anything other than tickets to the Tahune Airwalk and tourism art and craft merchandise The closest VIC is located at Huonville
Furthermore there is an undersupply of accommodation options for all segments of the market The number of visitor nights captured in Geeveston hassignificantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston isrelatively unchanged and there is opportunity to capture a larger share of visitor nights
There is also a gap in the supply of hospitality services for visitors There are currently three hospitality providers in Geeveston and it is noted that there isan inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there isopportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of wilderness waterways and environmentally basedtourism experiences However there appears to be a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
There is a lack of dynamism and contemporary presentation for the history and heritage of the region Capital expenditure on the streetscape and the mainstreet buildings has been very minor with little change over many years The format of the current Geeveston Forestry and Heritage Centre displays is notcontemporary and is not managed to actively encourage re-visitation
Visitors to Geeveston are not inspired to stay and spend time as the current township facilities and amenities lack appeal and do not encourage a feeling ofcomfort and enjoyment
Geeveston has significant issues in relation to the township roadways and how they encourage visitors to enter the main street Signage traffic flow andtownship appeal are all important factors for the future in making Geeveston a more successful township and visitor experience
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 7
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity ofattractions and support services Geeveston and the ldquoFar Southrdquo are well noted as day trip destinations from Hobart or Huonville Geeveston needs toreposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Geeveston Town Hall Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated asa visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community businessmodel
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has astrong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelingsof well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wishto activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see asvaluable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
The Geeveston Town Hall is a public asset owned and maintained by the Huon Valley Council The Council will continue to act as a facilitator of communityand economic development and management of the asset for strategic value into the future But they do not wish to deficit fund the operations of thebuilding into the future Any future operations need to provide long term sustainability
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania does not intend tocontinue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This businessincludes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestryoperations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays andsimilar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver ofvisitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 8
visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction withvisitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the areaGeeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead theForestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centrehave shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for thetownship and all tourism and visitor activities the region has to offer
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatlyinterested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to beregularly involved Even the Geeveston Records and History Society are rarely involved in the site to organise events or to manage the presentation layoutfor the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalktickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from thisactivity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas
Some observations include
bull The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy
the place
bull The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural
advice to plan for contemporary commercial and community use
bull The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access
and to appreciate the surrounding offering of main street Geeveston
bull There is ample parking adjacent to the building that already services commercial and private road users
bull The building is within close proximity to Heritage Park that currently has a master plan under development
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 9
bull The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
bull The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to
other sites of this type
o Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
bull The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
bull The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great
potential for refitting for multipurpose use
Geeveston Town Hall SWOT Analysis
Strengths
bull Ideal location in centre of township and on the main street
bull Ample parking adjacent to the building
bull Close proximity to Heritage Park
bull Significant and flexible floor space
bull The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
bull Highly interested and committed local resident and business community
bull There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
bull Existing banking tenant is stable and critical to the function of the town
bull The building has a long history of supporting tourism history culture and heritage
bull The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
bull The building is structurally stable maintainable and low cost in its current form
Weaknesses
bull In its current format the building does not encourage visitors to stay and enjoy the place
bull The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
bull The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main
street Geeveston
bull The floor space is currently grossly underutilized
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 10
bull The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
bull The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and
businesses in the area
bull The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
bull A very low level of local community engagement and use even though there is a high desire to do so
Opportunities
bull Refocus the buildings purpose on engaging visitors and representing its region
bull Integration of industries through a multi-purpose occupancy model
bull To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
bull A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
bull To position Geeveston via the Town Hall as the gateway to the southwest
bull To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
bull To encourage connections to other surrounding townships and attractions
bull To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through
communication of clear intent and design
bull To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community
groups volunteer groups)
bull Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
bull To encourage investment and employment through the attraction of new business players and industry spending
Threats
bull Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
bull Availability of capital funding to redesign the buildingrsquos purpose
bull Inaction will cause a rapid and continual degradation of the tourism economy for the region
bull A lack of confidence in the region will constrain further tourism industry growth
bull The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
bull If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more
important economically
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 11
Situational Summary amp Opportunities
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate communityand economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competingpriorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses thathave far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the siteinto the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industrieswithin the region to maximize tourism experiences and promote the Huon Valley brand Tasmania has an ever-increasing reputation for quality and uniquefood It also has an increasing number of agritourism businesses offering visitors food and beverage and interpretive experiences The Geeveston TownHall is in the ideal region to link in with this significant trend
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the townshipitself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or alack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players butit will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse
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Geeveston Town Hall ndash the future
Community Engagement ndash Stage One
Community consultation has been undertaken during this process in accordance with the Councilrsquos Community Engagement Framework Initially stage onecommunity engagement was undertaken with key stakeholders at a workshop held on Wednesday 13th May 2015 The purpose of the workshop was tomeet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building Follow up discussions were also undertakenwith a range of community and industry stakeholders in relation to this project
The community engagement undertaken as part of stage one provided Summit Strategy with a list of community driven overarching objectives and goalsthat the building should aspire to as well as a range of ideas for the future use of the building This formed the basis for assessment for the feasibility studyand the input has been utilised in developing the following vision objectives and scope of use for the building
Vision
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a communityasset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history and its natural competitivestrengths and inspires a future of collaboration and industry diversity
Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community bull To tell our stories
bull To connect people with each other
bull To respect the culture history amp heritage of the area
bull To contribute to community wellbeing of the local area and region
Economy amp Industry bull To connect our town to the region and the world
bull To encourage new industries
bull To encourage employment amp confidence for investment
bull To offer our visitors great experiences
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
bull To be a driver for visitation to Geeveston a
Operational bull To be active engaging vibrant dynamic and contemporary
bull To be an attraction in its own right
bull To maximize the availability of community capital for cost effective resourcing
Governance bull To achieve continuous and stable governance
bull To achieve ongoing financial sustainability
Scope of Use
In order to achieve the communityrsquos vision and objectivesof tourism with services to promote the region making provision for high quality food and beverageand cultural experiences
Economicgrowth forGeeveston
VisitorInformation
Centre
Hospitality
(retail)
CommunityEvents
Arts amp Culture
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
To achieve continuous and stable governance
To achieve ongoing financial sustainability
vision and objectives for the Geeveston Town Hall it is proposed that the building be setof tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts
Economicgrowth forGeeveston
Museum interpretation
centre
Integratedtourism
operations
Seafoodexperience
centre
Page | 13
nd connect visitors to surrounding offerings
be set up for the primary purposeswhilst supporting a rich mix of community events arts
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 14
Primary Options for Development amp Use
The following primary use options are valid and sustainable for the Geeveston Town Hall into the future The staging of this development is outlined infurther detail under the Implementation Planning section below
The preferred opportunities for initial development are as follows
bull A Visitor Information Centre that provides clear interpretation of the region focuses on selling and promoting Southwest accommodation
experiences and attractions acts as a gateway to the lsquoFar Southrsquo maximises the regions tourism economy and also sells local unique goods with
strong linkages to the creative industries of the region
bull A high quality flexible Gallery Exhibition Space to house exhibitions from local and Tasmanian artists and craft designers with potentially
significant curated exhibitions into the future
bull A fully modernised Museum for cultural and heritage presentation and interpretation of the region
bull A flexible Events Space that will satisfy community events for local and tourism purposes and encourage development of community enterprise
creativity and connection
bull A public lift and amenities with access from inside the building
Further development opportunities in future years include
bull A high quality Cafeacute andor Restaurant underpinned by a commercial kitchen that can also run community events and functions
bull Collaboration of Southwest Tourism Experiences involving tour operators and guides adventure tourism and agritourism suppliers
bull A Seafood Experience Centre to showcase Tasmanian salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Design Concept
Project architects Preston Lane established concept drawings based on the primary options for development and use outlined above The specialcharacteristics and use detail take into consideration the communityrsquos vision and objectives for the future of the Geeveston Town Hall
The concept drawings form Appendix A to this report and demonstrate how the building could be renovated improving its utility for these purposes andalso improving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park andthe township car park
The key elements of the design concept include
bull Maintaining the integrity of the existing building
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 15
bull Celebrating the interior spaces and heritage of the building
bull Improving the appeal of the building within the streetscape through the re-arrangement of traffic flow
bull Providing a more pedestrian scale along the building edges through the widening of the footpath
bull Creating access through the building and providing linkages between the building and external spaces and beyond (towards the park)
bull Providing greater interaction with the building through the form of the extended works (on the carpark side) and
bull Making the new works subtle yet iconic with reference to the past through materials used
Community Engagement ndash Stage Two
From 15th to 24th July Huon Valley Council undertook community engagement to seek feedback on the primary options for development and use of theGeeveston Town Hall
All Geeveston residents and businesses received a letter inviting them to provide feedback via an online survey available on the Councilrsquos website Thecommunity engagement was also advertised throughout the wider region Community members were informed about the process to date the vision andobjectives for the building and were provided with concept drawings The survey contained a mix of both quantitative (data collection) and qualitative(open comment) questions and aimed to gauge the overall community support for the proposal
In total 84 responses were received via the online survey with additional submissions received from community members regarding the concept designs
In summary the survey provided positive results in all the questions raised regarding the proposal Many residents and interested stakeholders have ratedthe use concepts highly when comparing them to the vision and objectives for the GTH
The positive response received from the community engagement process indicates that the community will use contribute to participate in and supportthe future uses of the GTH building thus helping the GTH to become an attraction in its own right connecting people with each other and encouragingemployment and confidence for investment
The online survey results are detailed below
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Quantitative Survey Results
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosiagree) 143 of respondents disagree (choosing 1 ndashscale of 1-5)
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosindash strongly disagree or 2 ndash disagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Page | 16
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosi ng 4 ndash agree or 5 ndashstronglydisagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4respondents disagree (choosing 1 ndash strongly disagree or 2
643 of respondents support the overall concept 131 of respondents do not support the o
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4 ndash agree or 5strongly disagree or 2 ndash disagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1
643 of respondents support the overall concept 131 of respondents do not support the o verall concept while 226 of respondents are unsure
Page | 17
agree or 5 ndashstrongly agree) 226 ofdisagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1 -5)
verall concept while 226 of respondents are unsure
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 18
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurethey were very supportive of the various uses within the building using the services themselves contributing andor participating in events at the site andtaking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurevarious uses within the building using the services themselves contributing andor participating in events at the site and
taking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Page | 19
Positive responses were received to how the community would see themselves engaging with the GTH building into the future The public indicated thatvarious uses within the building using the services themselves contributing andor participating in events at the site and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Demographic Information
Page | 20
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 21
Qualitative Survey Responses
Survey respondents were also invited to provide general comment regarding the proposal There are many comments that applaud the concepts and usesidentified Overall the results of the survey were very positive however it is noted that several areas of concern were raised which broadly cover five mainthemes
A copy of the written comments received via the online survey is included in the Summary of Survey Results report
Area of concern Summary of comments Proposed Response Action
Cafeacute commercialkitchen
Some concerns raised around the inclusionof a cafeacute due to competition in hospitality inthe township However respondents werenot necessarily opposed to a commercialkitchen or restaurant being available in thebuilding
It is noted that the proposed cafeacute restaurant commercial kitchen is not identifiedas part of the stage 1 implementation but will be considered as part of the nextstage of the project
Some respondents included verbatim comments asking for another cafeacute not to beallowed in the town These comments do not seem to have any other basis otherthan to constrain competition in favour of existing shop retailers in the township
This area of community concern is further addressed in the Economic Impact sectionbelow
Public toilets Some concerns raised around the locationand availability of public toilet facilities inGeeveston
The location of public toilets will be considered as part of future stages of projectimplementation
Currently visitors to Geeveston are not inspired to stay and spend time as thecurrent township facilities and amenities lack appeal and do not encourage a feelingof comfort and enjoyment
It is important that the location of public toilets be well considered as the businessplan aims to increase visitation to Geeveston and capture a greater share ofeconomic value from tourism Timing will also need to be considered in terms offuture stages of implementation and other developments being undertaken in thetownship
Traffic management car parking
Some concerns raised around the impact ontraffic flow from widening the footpath in
Traffic management considerations will form part of the planning in futureimplementation stages and would need to comply with relevant procedures and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 22
Church Street and car parking availability inGeeveston
regulations
Geeveston has significant issues in relation to the township roadways and how theyencourage visitors to enter the main street Signage traffic flow and townshipappeal are all important factors for the future in making Geeveston a moresuccessful township and visitor experience
Timber veilsurrounding thebuilding
Some concerns raised that timber and steelwould not suit the timber heritage feel ofthe Geeveston township
It is noted that the concept drawings provided to the community incorporating thetimber and steel veil are concept only at this stage and that final plans will not beapproved until future stages of the plan are implemented
Sale of TahuneAirwalk tickets
Concern was raised that there was nomention of the sale of Tahune Airwalktickets in the building
It is regarded that the sale of Tahune Airwalk tickets is a critical componentattracting visitors to the township of Geeveston and also an important point ofvalue capture that can assist in sustaining Geeveston Town Hall operations The saleof Tahune Airwalk tickets is part of all stages of the Business Plan and included inestablishment of a fully functioning Visitor Information Centre on site
QVMAG Comparison and Insights
Richard Mulvaney Director of the Queen Victoria Museum and Art Gallery (QVMAG) was interviewed to gain a perspective on the donations policy andvisitor engagement experience of the QVMAG
Annual visitors to QVMAG are around 138000 visitors per annum The museum is a significant facility incorporating many partner and allied organisationsIt is a major draw card for the city of Launceston and a significant events venue With an operating budget of approximately $32M from State of Tasmaniaand around $12M from Launceston City Council the facility is a large publicly run enterprise
Their donations experience is that they achieve less than $2 average per visitor However it has been noted that the profile of visitors is important to this asa high proportion of locals would reduce donation performance It is noted that GTH has a high proportion of mainland and international visitors
There are three donations boxes within QVMAG They are constructed as double sided as many visitors will donate on the way out at the end of theirexperience Merchandising and museum shop is an important element that augments the museum and gallery experience Also the hiring of rooms formeetings and events is a great way to encourage visitation and involvement of the business and various industry communities
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 23
Business Strategy
Given the economic and social situation of the Geeveston Township and its surrounding region it is critical that drivers of economic demand and progressare in place for the future The investigations and concept developments at the time of developing this business plan are focused on development of theGeeveston Town Hall and the business concept behind it that will drive the economy of not just the township but also the broader region
This strategy must be focused on delivering the strategic development of this key public asset to create a building and experience of significance to drivesocial collaboration tourism development and industry development The clear strategy of focusing the building on tourism is compelling particularly forthe purposes of
bull tourism information for the region (incorporating product and experience sales)
bull creative industries (exhibiting and selling regional art and designed goods)
bull agritourism (hospitality food experiences) and
bull history and heritage museum (stories of the past display and exhibition of key artefacts experiences and interpretation)
It is also clear that this building should be managed by an independent organisation to that of its Government owner This has the benefit of ensuring thatcommercial principles underpin the development management and sustainability of the enterprise and its strategic partnerships In doing this Huon ValleyCouncil as ldquoasset ownerrdquo can have a relationship with a single ldquooperatorrdquo This ldquooperatorrdquo can either run internally or outsource the running of the variousservices that the building will offer
Core Business
The core business of the Geeveston Town Hall will be to facilitate the development and management of a significant building that will house services thatare important to the region The core business of the building will relate to tourism and hospitality creative industries and community engagement
The core business must generate economic value for the building to support its maintenance and its services sustainability and also generate flow oneffects to the surrounding economy
Differentiation
The Geeveston Town Hall must differentiate itself from other attractions within Tasmania by using the following factors
1 Creating a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
2 Designing and developing a unique building that is in itself a building of significance within the region and Tasmania
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 24
3 Offering unique experiences to encourage interest
4 Maintaining momentum and dynamism in the content that is onsite to encourage revisitation
5 Achieving greater community engagement and involvement ie development of community enterprise and
6 Gaining involvement of industry players to drive diversity and synergies that generate sustainability outcomes and strengthen the offering and
provide reasons to visit Over time the Geeveston Town Hall will develop greater levels of collaboration between tourism creative industries and
agribusiness sector businesses
Value Proposition
The following are elements of the value proposition for the Huon Valley economy for the development of the Geeveston Town Hall
bull The GTH will become a destination in itself with strong branding and positioning to create an identity for the building and township of Geeveston
bull Geeveston will become a gateway to the ldquoFar Southrdquo driving visitation to the region and capturing an increased share of tourism value through the
promotion and sale of tickets to surrounding attractions and experiences including the Tahune Airwalk
bull The GTH will offer a centralised presentation opportunity for the regionrsquos industries and encouraging greater synergies within industries such as
tourism agritourism and creative industries creating confidence for investment
bull The on-selling and reselling of unique local goods and services will help to support and promote the regionrsquos creative industries
bull The GTH will encourage the development of community enterprise volunteering and community involvement
bull A service level agreement between GTH Co and HVVC will achieve cost efficiencies through staff and technology sharing between the two sites
bull Huon Valley Councilrsquos planned redevelopment of Heritage Park will increase access and linkages to the GTH and the main street and continue to
develop Geeveston as a destination for locals and visitors
bull Proposed traffic management and car parking changes within the township will enable greater access to Geeveston for both vehicles and
pedestrians
bull Staged implementation of changes to the GTH building will encourage other planned changes in the township and allow time to adapt
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 25
Product amp Experience Offering
Purpose Use Use Detail amp Benefit Target Markets
Tourism Visitor Information Centre A Visitor Information Centre that provides clearinterpretation of the region focuses on selling andpromoting Southwest accommodation experiences andattractions acts as a gateway to the lsquoFar Southrsquomaximises the regions tourism economy and also sellslocal unique goods with strong linkages to the creativeindustries of the region
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Creative industries (unique goodsfor sale on consignment)
Integrated tourism operations Collaboration of Southwest Tourism Experiences involvingtour operators and guides adventure tourism andagritourism suppliers
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Seafood experience centre A Seafood Experience Centre to showcase Tasmaniansalmon and shellfish based seafood that Tasmaniaoperates as commercial fisheries Potential linkage tohospitality provider
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
History amp Heritage Museum interpretation center A fully modernised Museum for cultural and heritagepresentation and interpretation of the region Historicaldisplays and artefacts managed by the community andGeeveston Archives and History Society
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
School groups
Community Events Flexible space A flexible Events Space that will satisfy community eventsfor local and tourism purposes and encouragedevelopment of community enterprise creativity and
Local residents
Local businesses workers
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 26
connection Social enterprise
Gallery and exhibition space A high quality flexible Gallery Exhibition Space to houseexhibitions from local and Tasmanian artists and craftdesigners with potentially significant curated exhibitionsinto the future
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries
Hospitality (Retail) Cafe
Restaurant
A high quality Cafeacute andor Restaurant underpinned by acommercial kitchen that can also run community eventsand functions
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries (catering)
Social enterprise (catering)
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 27
Economic Impact
Visitor Information Centre Regional Extension
As has been identified earlier in this plan Geeveston has a significant role to play in servicing visitors to the region and in particular to encourage visitationto surrounding experiences With the significance of the Tahune Airwalk visitation and that to Hastings Caves Ida Bay Railway and Hartz Mountains just toname a few Geeveston simply must perform as a tourism town Its current infrastructure and services are sub-standard and if they do not improve thetown will falter and the region will suffer from a flat or reducing tourism industry
Huonville has operated a visitor information centre (HVVC) for a number of years It has built a model that ensures that it can yield visitor spend based onits visitor profile The current Forest and Heritage Centre (FHC) has more annual visitors than the HVVC These visitors are journeying deeper into theregion and are seeking advice and guidance on what is in the surrounding area and importantly tickets to key attractions
It could be perceived that another visitor centre in Geeveston would cannibalise the sales of Huonville however the two visitor centres should becomplementary and they can be collaborative Even in its current form the FHC is an experience and an important one that is central to the survival of thetown The FHC already outperforms the HVVC on merchandise sales and overall turnover The two sites play different roles in the journey of the visitor andwill sell different product that is more relevant at any point in time This of course will be partly because they will have a different presentation andoffering
Each visitor centre in the region should strive to offer unique experiences and goods if possible however complete diversity is not achievable as there canalso be opportunities for cost efficiencies in stocking general memorabilia and clothing merchandise The diversity of offering onsite is significant enough toencourage multiple visits to VICrsquos throughout the region
The economic impact on the tourism economy in having a visitor centre in Geeveston vastly outweighs any negative impact of minor cannibalization thatmay occur It must also be noted that it is unknown how much opportunity cost is currently being experienced with the FHC in place with greatly restrictedofferings
Geeveston township sustainability and its prospects for growth will be greatly diminished if a visitor centre is not in the town and the surrounding tourismeconomy and community would suffer as a result
Competition in Tourism and Hospitality
There appears to be a gap in the supply of hospitality services for visitors within the township There are currently three hospitality providers in Geevestonbut it is noted that there is an inconsistency in business operating hours lower than acceptable food and service quality and the townshiprsquos services areunavailable or limited after 4pm
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 28
A key element of this plan is for the GTH to be a destination in its own right and a gateway to the lsquoFar Southrsquo Geeveston therefore has a significant role toplay in servicing the increased number of visitors to the township and region and to capture a higher share of visitor spend on food and beverageParticularly during daylight savings months there is opportunity to provide more lunch or early dinner offerings for tourists
A cluster of food offerings ie cafes restaurants within the township will promote both competition and cooperation and grow the townships reputation asa place to eat which is currently lacking Operators will compete to win customers thus encouraging quality product offerings and customer servicedriving innovation in filling gaps within the market
Introducing competitive hospitality providers within the township will aim to raise the level of overall hospitality services and offering to visitors Qualityand appealing food options within the township will help to develop Geeveston as a destination of choice for locals and visitors a reason to visit and tospend time
It is critical that agritourism linkages are in place to support tourism hospitality for the town Quality providers of fresh regional and Tasmanian produce area very important component and the township seemingly has an undersupply of hospitality services of this type particularly of a quality and standard thatis acceptable to interstate and international tourists
Township Performance and Effect on Micro-Economy
This project aims to develop feasible uses for the future of the GTH that will benefit the economy of the region and maintain the building for the future
Geeveston is one of the townships hardest hit by the decline of the forestry industry in Tasmania
The redevelopment of the GTH will bring a new wave of opportunity to the local economy as there will be a raising of the standard of the townrsquos amenitynew service offerings and experiences new employment capital development expenditures increased tourist visitation and commercial development ofthe town in general brought about by competition
Improvement in value capture of the township within the region will have positive ongoing economic impacts for stability for existing businesses andemployment
Without improvement in the township offering and competition the township would not change and keep pace with the demands of the modern touristsettler or business investor
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 29
Implementation Planning
Staged Implementation Overview
The redevelopment of the Geeveston Town Hall can be broken into three key development stages
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
It is proposed that the GTH be operated in future by a new company limited by guarantee (GTH Co) run by a community Board balanced withrepresentatives from the key stakeholder groups The first step in achieving this business plan is the establishment of an operating entity for the GTHbuilding
As part of stage one it is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in
time for the peak tourism season as well as some provision for a community gallery and flexible use space In order to achieve this a number of key
activities would need to occur These include
bull Establishing an organisational structure governance Board and support mechanisms
bull Re-establishment of the visitor centre utilising existing resources and small assets and partnering with the HVVC
bull Resetting the museum and preparing for a new contemporary presentation
bull Seeking assistance with museum for maximising the visitor value from the historical stories
bull Engaging with regional creative industries through the Huon Valley Arts Cooperative Initiative
bull Organising community events that provide value for locals and encourage greater levels of planning sharing and connection with established
activities
bull Organising an initial calendar of ldquoshowcase eventsrdquo for the township and region that would attract Southern Tasmanian visitors primarily for day
trips and visitors from northern Tasmania whilst on intrastate holiday and
bull Establishing an interim identity for the building that signals a change from the current format and function and a transition to the new concept that
can be promoted ahead of time
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 30
Stage one is ultimately a ldquoproof of conceptrdquo stage during this initial stage the Geeveston community and key user groups would need to be engaged with
and challenged to ldquoprove the business modelrdquo before commencement of the stage two developments The key groups include
bull Geeveston Archives and History Society
bull Regional designers artists and gallery owners ideally working through the Huon Valley Arts Cooperative
bull Tourism operators accommodation providers and visitor centre workers
bull Volunteer groups
bull Various other Township associations
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment It is noted that this stage and any future implementation stages would be highly dependent on grant funding and co-contribution funding
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
Stage One ndash Reset the Base
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
To reinstate a Visitor Information Centreon site that also sells local handmadegoods either as stock items or onconsignment with strong linkages to thedesigners retailers
The TTIC must have the ability torepresent the region in a compellingway there must be clear interpretationof the region (lower floor)
Significant generator of visitation toGeeveston encouraging increased lengthof stay and spend
Utilise the existing shop and officeinfrastructure
New tourism and retail display systemsto be implemented
Prior to 201516 peak tourismseason ndash Spring 2015
Local handmade arts andcrafts
Local markets and events
To include a flexible space that cansatisfy community events for local andtourism purposes and include a galleryspace that could house exhibitions from
Low given that use is likely to be a mix ofexhibitions events and meetingsResetting the special layout and creatinga visitor experience that is also a flexible
Likely to be progressive but canrsquotbe too far behind the VICdevelopment
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 31
Community engagement local and Tasmanian artists
(lower floor)
area is the challenge
Detailed planning for the lower floorspace that is not to be utilized by VIC
Cultural and heritage To reset the museum component to theupper floor only
(upper floor)
Moderate refit impact however fullimplementation would result in a highimpact
Staged development is warranted
Initial stage would commenceimmediately ie prior to summer2015
Stage Two ndash Repurpose for Community and increase capacity
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Commercial Gallery with potentiallysignificant curated exhibitions into thefuture
Modest to low given the need to meetminimum standards and be a flexibleexhibition space Security andenvironmental quality issues will beprimary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural andheritage presentation of the region ldquoRe-think museumrdquo
Significant on both space utilization andrequired quality of fit out Maximisingartifacts and interpretation value
Long term design Unknown timing
Community engagement Development of community enterprisetaking a proactive hand in utilising thesitersquos flexible area encouraging creativityand connection
Low given that use is likely to be a mixof exhibitions events and meetings
In line with site development onlower floor
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercialkitchen that can also run communityevents
(lower floor)
Significant due to hospitality kitchenrequirements and goods storage andinout facilities
Commencement as soon aspracticable however operatoridentification will force a delay ndashWinter 2016 is the idealdevelopment timing
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 32
Stage Three ndash Encouraging Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
Creating a tourism hub Potentially some integration of touristservices onsite Yet to be defined ingreater detail
Post 2016 summer period
Creating connections with Heritage Parkand its development
ie bicycle hire storage of key rentableequipment music festival outdoor artsdisplays etc
Emerging linkages that are yet to haveclarity
Unknown
Creating connection with surroundingtownships
ie via bike track maps andpresentations
Accommodation and stop overlocations Services offered at regionallocations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be themarshaling point for all visitors enteringfor experiences Boating Kayakingbiking walking and wilderness visitsThis may require a range of facilities toaccommodate
Unknown
Linkages to local industries Creating connections with theaquaculture industry
ie salmon experiences restaurantoffering
Related to food tourism and foodofferings Could be significant if aseafood experience centre is theconcept eg aquarium and otherfeatures
Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 33
Detailed Implementation Plan
As of 31 October 2015 the Forest and Heritage Centre will cease operation at the Geeveston Town Hall The following table details the majorimplementation tasks for Stage One of the Geeveston Town Hall development with the aim of having a fully functioning Visitor Information Centre andMuseum operating by the end of November 2015 in time for the peak tourism season as well as a community gallery space
Whilst every effort has been taken to identify the key activities that would need to be undertaken to successfully implement stage one final planning andbudget requirements will ultimately need to be undertaken by HVC as the key decision maker and source of seed capital for this venture Of course thefollowing plan and budget may be lower than expected if HVC has the capability to insource some of the establishment works
It is not feasible to provide specific details of implementing further stages at this time but it is noted that any future implementation stages would be highlydependent on grant funding and co-contribution
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 34
Stage One Implementation
Initiative Strategy Task Timing Responsibility Estimated Budget
Establish the OperatingEntity
(Set up stage Sept Oct Nov)
bull Establish legal entity and constitution Sep 2015 HVC $5000-8000
bull Establish representative community Board Sep 2015 HVC $2000
bull Establish foundation budget amp funding Sep 2015 HVC Potentially $15000-$20000
Also linked to TVIN budgetfor assets and stock
bull Finalise human resource plan and recruitment Oct 2015 GTH Co $6000-$8000
bull Execute lease amp other partnership agreements (ie
HVC lease support from Huon Valley Visitor Centre)
Oct 2015 GTH Co $2000
bull Establish tenancy terms with Geeveston Records amp
History Society (for operation of museum)
Nov 2015 GTH Co $1500
bull Set up community support structures
o Establish community events sub-committee
o Hold a community ldquoworking beerdquo
Nov 2015 GTH Co Nil
Establish Visitor Centre
(To be in full operation by 1December 2015)
bull Identify amp purchase operational assets
o Computers amp telephone system
o Office furniture
o Visitor centre signage
o TVIN membership
o Tourism brochure displays
o Retail displays and shelving
Oct 2015 GTH Co Less than $20000
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 35
Initiative Strategy Task Timing Responsibility Estimated Budget
o Initial stock holding
bull TVIN membership Oct 2015 GTH Co Within the above
bull Booking amp reservation system Oct 2015 GTH Co Within the above
bull Refit GTH retail area as Visitor Information Centre
o Booking desk brochure stands racks
poster positions digital signage displays
retail shelving and stands interpretive
display boards etc
o Many items will be made available by
Forestry Tasmania (exact items yet to be
confirmed)
Nov 2015 GTH Co Within the above
bull Finalise HR plan amp undertake staff training Nov 2015 GTH Co Operational budget $2000
bull Develop merchandising plan Nov 2015 GTH Co $2000
(test stock and advice)
bull Finalise budget Nov 2015 GTH Co As above
Reset the Museum
(To be in full operation by 1December 2015)
bull Finalise the commercial agreement with the
Geeveston Records amp History Society
Oct 2015 GTH Co As above
bull Redesign the museum space to the top floor only Nov 2015 GRampHS Unknown but minimal(community project)
bull Seek assistance with interpretive panels Nov 2015 GRampHS Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 36
Initiative Strategy Task Timing Responsibility Estimated Budget
bull Establish a museum operations plan Nov 2015 GRampHS andGTH Co
Nil
Establish CommunityGallery Space
bull Engage with regional creative industries through the
HVC Arts Cooperative Initiative
Oct 2015 GTH Co Nil or minimal
(insourced)
bull Reset dedicated GTH space for community gallery
operations ie partitions and mobile walls
Nov 2015 GTH Co HVCArts Co-operativemembers
Community arts workingbee
Potentially Arts Tas minorsponsorship
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
The Business amp Financial Model
Business Model
Relationship
Tenants
Operator
Owner
Visitor Centre
Internal toGTH Co
The Business amp Financial Model
HVC
GTH CoCommunity
Board
Visitor Centre
Internal toGTH Co
Museum
Outsourced
Gallery
Internal toGTH Co
Cafe Restaurant
Outsourced
Page | 37
Cafe Restaurant
Outsourced
Events
Internal toGTH Co
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 38
Financial Model
The budget for operations of the new venture GTH Co has been created using an approach showing the basis for operations of stage one as a full yearfinancial operational budget forecast The budget has then been built showing the financial impact of more developed operations within a stage two
An overall master budget has been created for the operating entity using the working title GTH Co as well as separate operating budgets for each of thetenants or services operating within the business
Budgets have been cast on an annualised basis due to the uncertainty around timing of start-up and potential capital development periods whereinterruption will be experienced
The core objectives of the financial model are
bull To establish operations on a profit basis using normal commercial principles
bull To ensure that an independent company can be the ldquooperatorrdquo of the GTH that does not require ongoing subsidisation from HVC to remain
feasible
bull To take into account reasonable estimates that follow principles of prudence by overstating costs and understating revenue
bull New operational principles that affect revenue raising have been researched as far as is practicable at this stage based on available source
historical financial data but may require further work
The complete budget papers were tabled at the HVC Workshop on 18th August
Key Assumptions
Several key assumptions have been made in relation to the operating budget and have been built into the Excel cash flow statements These are as follows
Business Unit Stage One Implementation Stage Two Implementation
Visitor Information Centre (VIC) Visitor center sales for attractions in line with historicalperformance Critically the VIC will be selling TahuneTickets along with the normal TVIN accommodationexperiences and products lines
Tahune sales at 30 of total Tahune tickets
Year two growth after renovation Tahune modest growthHastings modest growth 2 CPI price increase across theboard
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 39
Accommodation bookings very low due to locationdisadvantage and local offerings Only 150 room nightsbooked
Stable accommodation bookings at low levels
Merchandise sales based on FHC existing sales plusadditional sales from new stock and consignmentgoods Retention of some existing FHC merchandiseitems to be sought Eg Island specialty timbers andlocal wood crafts
Merchandise growth particularly in regional goods
Stock sales of $150000 at 50 GP
Existing FHC merchandise shop sales are $110K paCOGS at lt 40
Growth in stock sales to $190K
VIC operations run by GTH Co in collaboration withHVVC Some subsidized services paid for to HVVC
No change
All staff employed by GTH Co and staff utilized acrossall functions (inc VIC museum and events buildingdaily operations)
No change
Museum Donations collection based on $18 per donation 12 strike rate
Stable but growing
Contributing rent and electricity No change
Agreement for 40 rent from donations and 10 tostaff costs
Events Minimal events planned for FY16 25 1 eachfortnight Average venue revenue $200 per session
Events growth after refurbishment Some pricing andcommercial terms review due to significant facility change
No labour cost Possible change to labour contribution
Most cost increases borne by external operators using the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 40
Electricity apportioned
Rent applied pa
facility with their own labour
Gallery No commercial gallery operations in FY16
However GTH Co will encourage arts associations toprove gallery concept and offer space at a reducedevent rate for exhibitions
Commercial gallery to launch after refurbishment
Sales of artwork and goods to commence
No budget for capital works at this stage Reliance onvolunteer labour and community contributions for thefirst year
Regionally significant gallery boosts visitor numbers andextends length of stay in the far south
Cafeacute Restaurant No cafeacute or restaurant Cafeacute lease established after renovation during year 2
Rent rates in line with Church St prices $200-250 per weekfor an average cafeacute site
Site Occupancy and Financial Framework
Geeveston Town Hall Co (GTH Co) will hold the head lease for the site with Huon Valley Council GTH Co will have the right to sub-lease the premisessubject to agreed uses and approval of tenants by the full Board of GTH Co GTH Co will negotiate an appropriate rental return with HVC taking intoaccount the establishment costs of the site and the target return for HVC
The holders of tenancies are planned as follows
1 The Visitor Information Centre will be operated by GTH Co and will hold the head lease
2 The Museum will be offered lease terms and be run by the Geeveston Records and History Society The museum will pay rent and also subsidise
staffing costs
3 Events Space is operated by GTH Co and rent contribution will be charged from all revenue received for events
4 A Cafeacute is contemplated for the second period after renovation A lease would be assigned for this space at commercial rates
5 A Commercial Gallery is not planned to launch until after renovation and in the interim arts community members will be welcome to hire space as
per the events space with negotiated pricing terms
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 41
Financial Targets and Contributions
Capital expenditure estimates are currently being prepared and due to the conceptual level of detail are likely to be estimates based on commercialexperience and examples These estimates will be available at the HVC workshop on 18th August and will be provided as part of the complete budgetpapers
Governance Model
The plan for governance is based on the following principles
bull Achieving a community run facility for the benefit of the broader community and economic advancement of the region
bull Encouraging strategic partnerships within community groups public organisations and industry players to achieve greater value for the community
and the building owner than a purely commercial operator could
Governance Proposal
It is proposed that
1 The Huon Valley Council establish a new company limited by guarantee ie Geeveston Town Hall Company (GTH Co)
2 The GTH Co be run by a community Board balanced with representatives from various key stakeholder groups
a The Board needs to have enough members to satisfy the GTH CO community and industry profile
b Board membership may comprise representatives from HVC industry and community
3 The new company would operate as not for profit business and essentially reinvest surpluses into the GTH and its related operations
Board Structure and Operation
It is suggested that an independent Chairman be appointed However if this is not achievable then the Chairman role could be for a fixed term of 2 yearsrotational across the Board members
Board composition may comprise the following
bull Chairman
bull HVC
bull Township associations
bull Key industry players
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 42
It is suggested that subcommittees be assigned by the Board to critical functions that would in turn enable the involvement of community and industrycontributors to assist and provide guidance to key initiatives A single board member could be chair of a sub-committee and could elect to formulatesubcommittee members from the community
The recommended governance model outlined above is for discussion with HVC The final decision regarding governance structure and operation is to bedetermined by Huon Valley Council
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 43
SWOT Analysis
Strengths
bull The Geeveston Town Hall will become an attraction in its own right
bull The reinstatement of a Visitor Centre on site will be a significant generator of visitation to Geeveston encouraging increased length of stay and
spend
o Sale of Tahune Airwalk tickets
bull Long term financial sustainability
bull Town Hall will encourage continuity of employment in the township and on site
bull Efficiencies will be created though the operating entity owning and managing the Visitor Information Centre (VIC)
bull Efficiencies will be created through partnership arrangements between the Geeveston and Huonville Visitor Centre (HVVC) (ie sharing of
technology and staff)
bull Cost savings and intimacy to be achieved through use of volunteers
bull On selling and reselling of regional goods and promotion of local creative industries
bull Creation of greater access and linkages between the building and external spaces and beyond
Weaknesses
bull Start-up organisation with undefined Board
bull Uncertain funding sources and no currently identified seed capital
bull Current museum interpretive content is not contemporary or appealing
bull Reliance on donations to subsidise operation of the museum
bull Gross profit on VIC operations are traditionally low therefore reliance on selling value added Tasmanian products is high at current township visitor
numbers
bull Public toilets must be moved if the overall concept is agreed
Opportunities
bull To create a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
bull To generate economic value for the building with flow on benefits to the surrounding township and region especially within stage two of the plan
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 44
bull To achieve greater community engagement and involvement ie development of community enterprise
bull To facilitate industry involvement and collaboration between tourism creative industries and agribusiness sector businesses
bull Raise the level of hospitality services within the town and offering to visitors
Threats
bull Duplication of visitor information services within the region
bull Cafeacute restaurant competing with existing hospitality businesses in the township
bull If the VIC is not implemented decreased visitation to the town and region resulting in lower VIC bookings commissions and retail sales achieved
bull Ability to encourage revisitation to the area
bull Ability to attract appropriate tenants to Stage 2
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 45
Risk Analysis
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
1 No action taken amp the GTH becomesdormant
H M This would be catastrophic for the townshiprsquos economy
2 Stage one startup capital notavailable
H L Refer point 1
3 Funding for stage two notachievable
M M Commence advocacy lobbying and applications for funding at the earliestopportunity to enable works commencement no later than autumn 2017
4 Building budget for concept is largerexpectations and funder capacity
M L Lobby State and Federal Government on the merits of supporting regionaleconomies for the longer term economic and social benefits
5 Ability to attract appropriatetenants to stage two and beyond
H L At the earliest stage promote the changing nature of Geeveston and itsregion along with the tourism plan for the Huon Valley Early discussionswith likely tenancy applicants are important
6 Township toilets relocation becomesproblematic for HVC capital budget
M M Build toilets relocation into capital works budget for GTH to ensure thatthe overall project works are budgeted taking a holistic view
7 Introducing a second VIC to theregion may cannibalise the sales ofHuonville
M L The two VICs should be complimentary and they can be collaborativeThe two sites will have a different presentation and offering and will selldifferent product that is more relevant at any point in time
Some minor canabalisation may occur but Geevestonrsquos sustainability andits prospects for growth will be greatly diminished if a VIC is not in thetown and the surrounding tourism economy and community would
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 46
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
suffer as a result
8 VIC not authorised to sell TahuneAirwalk tickets and overallcommission revenue is lower thanexpected
H L Provided the new operator has a sound business structure and a goodworking relationship can be developed Forestry Tasmania would givefavourable consideration to the new operator selling tickets oncommission for Tahune Airwalk The industry standard of 15commission would apply to ticket sales
9 VIC retail sales revenue is lowerthan expected
M L Adjust operating costs to suit adjust retail products and pricingGenerate community support to encourage township visitation increasesfrom intrastate markets
10 Tahune take steps to restrict VICsales via significant onlinedevelopment and discounting
M L Communicate the total offering of the GTH to inbound tourists andcreate partnerships with feeders and referrers for travel to GTH
11 Current museum interpretivecontent is unappealing and notcontemporary
H M This is a core issue for the holding of tenancy for the Museum componentIn future the value generated by experiences and offerings will beparamount for feasibility and sustainability
Encourage the Geeveston Records and History Society to seekprofessional help immediately
12 Museum donations revenue arelower than expected
L M Little can be done about this Review and potentially improvecommunications to visitors Bundle a value-add with the museum andcharge an entry price Much is dependent on the strength of the offering
13 Introducing competitive hospitalityservices within the town seriouslyaffects viability of other operators
M L Township operators must stand on their own competitive positioning Iftownship traders choose not to change or offer greater value and aretherefore not preferred then the free market must be allowed to operate
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 47
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
to the future viability of the town
14 Governance structure fails M L Building owner to reset the lease of the building and remove theoperator
Building owner may provide support and guidance in the initial stages ofcompany establishment to ensure a successful first year of trading andongoing partnership in the stage two building development process
Balanced board members and appropriate representatives withprofessional skills are a key issue for governance success
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 48
Appendix A
Architectural concepts have been created by project architect Preston Lane The concept drawings demonstrate how the building could be renovatedimproving its utility for these purposes and also improving the main street of the town including greater open public area surrounding the building on themain street connection to Heritage Park and the township car park
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 49
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 50
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 51
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 52
HUON VALLEY COUNCIL
Geeveston Town Hall ndash The Future
Feasibility Study
Prepared by
JUNE 2015
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 1
Contents
Executive Summary 3
Scope and Purpose of the Feasibility Stage 4
Core Objectives 4
Work Tasks 4
Referenced Documents 5
Huon Valley Community amp Economic Profile 6
Key Statistics 6
Employment 7
Key Industry Sectors 7
Businesses 8
Geeveston Community amp Economic Profile 9
Key Statistics 9
Employment 10
Key Industry Sectors 10
Businesses 11
Drivers of Economic Development 12
Tourism Visitation 13
Assessment of Geeveston as a Visitor Destination 16
Geeveston Town Hall Precinct 18
Geeveston Township Context 18
Current Use and Use Issues 18
Assessment of the Town Hall Building 19
National and International Perspectives 20
Global Adaptive Reuse Project Case Studies 20
Australian Town Hall Redevelopment Project Case Studies 27
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 2
Stage One Stakeholder Engagement 40
Stakeholder Meetings 40
Stakeholder Workshop 40
Geeveston Town Hall SWOT Analysis 44
Strengths 44
Weaknesses 44
Opportunities 45
Threats 45
Situational Summary 46
Vision amp Objectives 47
Recommended Vision amp Intent for Geeveston Town Hall 47
Recommended Objectives 47
Development Strategy Options 48
Primary Options for Development and Use 50
Stages of Development 52
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 3
Executive Summary
This feasibility study for Huon Valley Council has been prepared within the context of planning for the future of the Geeveston Town Hall (GTH)
Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building for the future
This project has considered the issues surrounding the economy of the area drivers of tourism visitation to the area issues surrounding the GTH building itself and adaptive reuse examples from other parts of Australia and the world in circumstances where an historical public asset requires a new future
Importantly this project has sought community ideas and feedback through a formal stakeholder workshop and conversations with a range of community and industry stakeholders This has provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre
2 Museum interpretation centre
3 Gallery amp exhibition space
4 Flexible events space
5 Hospitality services (cafeacute restaurant commercial kitchen)
6 Integrated tourism operations
7 Seafood experiences
8 Public amenities
Architectural concept drawings will need to be further developed in conjunction with the project architect Preston Lane showing the special characteristics and use detail and demonstrating how the building could be renovated improving its utility for these purposes
These use opportunities and design concepts will be offered for public consultation in July 2015
A detailed business plan will be developed for the preferred use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 4
Scope and Purpose of the Feasibility Stage
The scope of this stage of work as per the project brief is as follows
Core Objectives
To assess identified options to enable a recommendation to be made on the most viable and sustainable option for the centre
Assessment will include
Consideration of each identified option
Consider industry best practice for each of the identified options
Identification of potential impacts on the building and its infrastructure for each option (ie space required fit out people flow through building access
requirements etc)
Cost benefit analysis for recommended option identified
Work Tasks
1 Research uses for town halls and key central public assets across other townships in Australia and overseas Find as much comparative data and descriptive
information as is feasible to inform the project team and stakeholders
2 Record and assess each configuration in a comparative analysis Qualify the differences and benefits of different approaches taken elsewhere
3 Consult with industry professionals in networks with Australian and global experience to gather ideas experiences and advice
4 Generate key concepts for development
5 Map the requirements
a uses business types and offerings
b impacts on local township businesses
c technical requirements for each use
d site user issues
e asset development issues and
f estimate base costs to develop
6 Generate alternatives for the site within the feasibility study that should be considered This will link closely to any possible concept alternatives within the
design process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 5
Referenced Documents
The following Huon Valley Council publications were read as background information in the development of this feasibility study
2010-2015 Strategic Plan
2014 ndash 2015 Annual Plan
Huon Valley Council Economic Development Strategy
Heritage Park Site Development Plan
Huon Valley Regional Tourism Strategy
Huon Trail Marketing Plan 2014-15
Far South Regional Tourism Strategy
Arts amp Heritage Strategy and Action Plan 2012 ndash 2017
Community Engagement Framework
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 6
Huon Valley Community amp Economic Profile
The Huon Valley is a vibrant semi-rural community located a comfortable 30-minute drive south of the Tasmanian capital city Hobart It is Australiarsquos southernmost municipal area with a population of more than 15000 people
The Valleyrsquos 5497 square kilometres is dominated by meandering waterways and forested hills The regionrsquos fertile landscape produces a dazzling array of quality foods that has helped Tasmania earn its reputation as a food-lovers paradise
The Huon Valley is also a haven for yachting and boating enthusiasts with easy access to the Huon River and DrsquoEntrecasteaux Channel These waters offer world class fishing sailing diving and rowing experiences
Our magnificent waterways are not the only attractions The area is also renowned for its mushrooms wine seafood fruit and other gourmet delicacies The gourmet food festival Taste of the Huon held each year in March is a weekend celebration of the best produce the Valley has to offer
Source httpwwwhuonvalleytasgovauregion
Key Statistics
Resident population 15140
Median age 42
Number of households 5812
Median total household income ($weekly) 868
Unemployment rate 66
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 7
Employment
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 8
Businesses
There are approximately 1175 businesses in the Huon Valley region encompassing Huonville ndash Franklin Geeveston ndash Dover and Cygnet The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 9
Geeveston Community amp Economic Profile
Geeveston is a small township nestled in the lower reaches of the scenic Huon Valley It has a strong apple growing and forestry heritage and today caters for travelers exploring the nearby forests Hartz Mountains National Park and Picton and Huon rivers
Surrounded by rolling hills and the nearby mountains Geeveston has a range of shops eateries and local attractions and a main street full of hand-carved timber sculptures of famous locals
Apple orchards grow in the lush green valleys nearby and during autumn visitors can buy buckets of Pink Lady Crofton Geeveston Fanny Apple Red Delicious Granny Smith and Fuji apples from roadside stalls
Theres also a creative community of artists and makers who sell their wares on the main street and at a regular market
West of Geeveston is the Tahune Forest Reserve and the popular Tahune Airwalk Here you can walk amongst the treetops past rare species some found only in Tasmania The walkway rises up to 48 metres above the ground and extends for around half a kilometre over the Tahune State Forest and Picton River
Source httpwwwdiscovertasmaniacomauaboutregions-of-tasmaniahobart-and-southgeevestonwhat-to-do|page-1
Key Statistics
Resident population 1430
Median age 41
Number of households 549
Median total household income ($weekly) 765
Unemployment rate 77
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 10
Employment
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 11
Businesses
There are approximately 278 businesses in the Geeveston ndash Dover area The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 12
Drivers of Economic Development
Although it is outside the scope of this project to plan more broadly the economy of the region as Council already has an Economic Development Strategy it is still important to focus on the drivers of economic performance as they are related to the Geeveston Town Hall and the overall Geeveston township and surrounding region
Below are performance measures and targets offered for discussion and further clarification within the context of this project It must be recognized that a singular building development is incapable of being responsible for the total performance of a region however it is also important for this planning project to identify with the overarching objectives for the region One of the major drivers of growth for the region is tourism as this is a natural strength of the region and also a key driver of opportunities where scale and economic diversity can be achieved
Industry Performance Measures for Discussion
Industry Performance Measure
Tourism and Hospitality Room night stock
Visitors to region (total visitors to Geeveston)
Length of stay (nights)
Average spend during stay
Jobs by business type
Jobs created in annual period
$ investment in new activities and assets
Number of new businesses
Other Industries
Seafood and fisheries
Forestry
Creative industries
Jobs by sector
Jobs created in annual period
$ investment in new activities and assets
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 13
Primary production (farming)
Manufacturing (food industrial commercial and consumer goods)
Retail (food consumer goods)
Services (health education transport etc)
Number of new businesses
Tourism Visitation
The Huon Valley
The Huon Valley prides itself on its pristine environment rich living history strong maritime connections temperate wilderness unique accessible wildlife world renowned food and wine and seasonal climate variations
The Huon River is an iconic natural feature of the Huon Valley and weaves its way through the five main townships of Huonville Franklin Cygnet Geeveston and Dover The region has a long maritime and forestry history and is augmented by a rich cultural heritage
The Huon Valley encompasses two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks
Tourism is a key economic driver in the Huon Valley and the region leverages from its two major tourist attractions ndash Tahune Airwalk and Hastings Caves and Thermal Springs
Source Huon Valley Attractions and Experiences Prospectus ndash April 2013
The table below shows a range of statistics based on interstate visitation to Tasmania from January 2011 to December 2014
The Huon Trail commences at Taroona and travels south to Kingston where it splits into two distinct areas of the Huon Valley and DrsquoEntrecasteaux Channel areas Interstate touring route holiday visitors to the Huon Trail increased 23 in 2013 from the previous year and further increased by 32 in 2014 to 154007 visitors
In the 12 month period from January 2014 to December 2014 there were 55687 interstate visitors to the Tahune Airwalk down 20 from the previous year and 22911 interstate visitors to Hastings Caves and Thermal Springs down 11 from the previous year
It would appear from the data below that new accommodation came online in both Cygnet and Huonville during 2014 with a significant increase in overnight visitor numbers and nights stayed in these locations However it is noted that this data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 14
Jan 2011 - Dec 2011 Jan 2012 - Dec 2012
change from
previous period Jan 2013 - Dec 2013
change from
previous period Jan 2014 - Dec 2014
change from
previous period
Day Visitors
Dover (Until June 2006 from July 2007) (Visited) 12141 12439 245 13610 941 12330 -940
Geeveston (until June 2013) (Visited) 38243 37663 -152 26013 -3093 - -
Cygnet (from July 2013) (Visited)~ - - - 14341 - 37329 16030
Huonville (Visited) 73169 68188 -681 75154 1022 67202 -1058
Cockle Creek (from July 2005) (Visited) 9085 7179 -2098 8132 1327 8046 -106
Overnight Visitors
Dover (Until June 2006 from July 2007) (Overnight) 8157 5610 -3122 7906 4093 9223 1666
Geeveston (until June 2013) (Overnight) 5616 7092 2628 4481 -3682 -
Cygnet (from July 2013) (Overnight)~ - - 2521 - 10914 33292
Huonville (Overnight) 15009 12819 -1459 17891 3957 25069 4012
Cockle Creek (from July 2005) (Overnight) 4175 4819 1543 5349 1100 6182 1557
Total Number of Nights Stayed^
Dover (Until June 2006 from July 2007) 37159 66172 7808 18601 -7189 27257 4654
Geeveston (until June 2013) 36663 19441 -4697 8153 -5806 - -
Cygnet (from July 2013)~ - - - 9343 - 75362 70661
Huonville 103104 96799 -612 68458 -2928 140297 10494
Cockle Creek (From July 2005) 11035 12242 1094 14947 2210 12932 -1348
Average Number of Nights Spent^
Dover (Until June 2006 from July 2007) 46 118 720 24 -940 3 06
Geeveston (until June 2013) 65 27 -380 18 -090 - -
Cygnet (from July 2013)~ - - - 37 - 69 32
Huonville 69 76 070 38 -380 56 18
Cockle Creek (From July 2005) 26 25 -010 28 030 21 -07
Average Spend per Visitor ($000)
Average Expenditure per Visitor 1631 1542 -0089 153 -0012 1645 0115
Holiday 2425 217 -0255 2224 0054 2284 006
VFR 088 0949 0069 0862 -0087 0997 0135
Business 113 1166 0036 1153 -0013 1112 -0041
Other 1585 1809 0224 1371 -0438 1336 -0035
Attractions Visited
Tahune Forest Airwalk (from July 2001) 56747 54166 -455 69802 2887 55687 -2022
Hastings CavesThermal Springs 22105 22011 -043 25817 1729 22911 -1126
Touring Route Holiday Visitors
Huon Trail 128232 121686 -510 149298 2269 154007 315
Places stopped and looked around but did not stay overnight
This data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Visitor data for Geeveston was collected until June 2013 so the Jan 2013 - Dec 2014 represents only a 6 month period
~ Visitor data for Cygnet was collected from July 2013 so the percentage change from the previous 12 month period is based on only a 6 month period in the Jan 2013 - Dec 2014 period
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 15
Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk The forests in the region provide the idyllic setting for bush walking fishing bird watching and mountain climbing and biking
As detailed in the table above in the 6 month period from January 2013 to June 2014 there were 26013 day visitors and 4481 overnight visitors to Geeveston from interstate staying an average of 18 nights
It is hard to comment accurately on current visitor trends in Geeveston as Tourism Tasmaniarsquos Tasmanian Visitors Survey ceased collecting data for Geeveston in June 2013 However visitor numbers to the township appeared to be on track to increase in 2013 with 26013 visitors in the 6 month period from Jan 2013 to June 2014
Source Tasmanian Visitors Survey 2014
Tahune Airwalk
Interstate visitors to the Tahune Airwalk were up 29 in 2013 from the previous year but dropped 20 in 2014 to 55687 Source Tasmanian Visitors Survey 2014
Based on this 80 per cent of visitors to Tahune Airwalk are from interstate with the remaining 20 per cent from intrastate
The table below shows Tahune Airwalk ticket sales from 201112 to present
201112 201213 201314 201415 (ytd)
201516 (forecast)
Total Tahune Airwalk Ticket Sales 63566 72982 69347 70759 80000
sold onsite 40 50 55 55
sold online 10 10 10 10
sold at Geeveston Forest amp Heritage Centre 45 35 30 30
sold through TTICs (Hobart amp Huonville) 5 5 5 5
Source Forestry Tasmania May 2015
Total visitor numbers to the Tahune Airwalk have been steady at around 70000 tickets sold per year for the past 3 years Ticket sales through the Geeveston Forest and Heritage Centre have slowly decreased from around 45 to 30 over the past 3 years currently representing approximately 23000 sales as the share of onsite ticket sales has increased Source Forestry Tasmania 2015
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 16
Tickets sold through the Huonville TTIC represent less than 1 with only 701 bookings made to date this year Source Huonville TTIC May 2015
Hastings Caves amp Thermal Springs
Interstate visitors to Hastings Caves and Thermal Springs were up 17 in 2013 from the previous year but dropped 11 in 2014 to 22911 Source Tasmanian Visitors
Survey 2014
The majority of tickets are sold online or onsite
Tickets sold through the Huonville TTIC represent less than 1 with around 100 bookings made each year Source Huonville TTIC May 2015
The Geeveston Forest and Heritage Centre has not been a great promoter of Hastings Caves with only 400 brochures supplied per annum in previous years
It is noted that in the last period that the Geeveston Town Hall operated as a Visitor centre sales of tickets to Hastings Caves represented around 1000 tickets
A conversation held with manager of Hastings Caves indicated that they are very supportive of improving visitor services within Geeveston and are very keen to be involved in establishing a greater level of interpretation and promotion of the experience
Assessment of Geeveston as a Visitor Destination
Based on an assessment of the total list of tourism related businesses for the region there are clearly some significant strategic gaps that need to be addressed for Geeveston and the South to generate greater yield from organic visitation and encourage growth of tourism market share
Most notably the major gaps in developing a more robust tourism economy are as follows
Gap Indicators
Inadequate visitor information services There are estimates of as many as 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek visitor information about surrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unable to purchase or book anything other than tickets to the Tahune Airwalk The closest TTIC is located at Huonville
Undersupply of accommodation options for all segments of the tourism market
In 2014 visitors stayed a total of 140297 nights in Huonville and 75365 in Cygnet a total of 215662 nights The number of visitor nights captured in Geeveston has significantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston is relatively unchanged and there is opportunity to capture a larger share of visitor nights
Undersupply of wilderness and agritourism As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 17
attractions and experiences wilderness waterways and environmentally based tourism experiences Considering the proximity of two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks and the strength of the agricultural sector an assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
Undersupply of hospitality services to satisfy visitor requirements
An assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of hospitality services for visitors There are a total of three hospitality providers in Geeveston
Bakery
Cafeacute
Massaki Sushi
It is noted that there is an inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there is opportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
Lack of dynamism and contemporary presentation for the history and heritage of the region
Capital expenditure on the streetscape and the main street buildings has been very minor with little change over many years
The format of the current Geeveston Forestry and Heritage Centre displays is not contemporary and is not managed to actively encourage re-visitation
An obvious gap in the appeal of township facilities and amenities to encourage a feeling of comfort and enjoyment ie creating social spaces in which people want to stay and spend time
General visitor services are not up to standard compared to other places with high quality facilities
The recognised natural advantages that the region holds in terms of wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the far south are well noted as ldquoday triprdquo destinations from Hobart or Huonville Geeveston needs to reposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 18
Geeveston Town Hall Precinct
Geeveston Township Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated as a visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community business model
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has a strong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelings of well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wish to activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see as valuable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania do not intend to continue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This business includes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestry operations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays and similar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver of visitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction with visitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the area Geeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead the Forestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centre have shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for the township and all tourism and visitor activities the region has to offer
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 19
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatly interested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to be regularly involved Even the Geeveston Records and Historical Society are rarely involved in the site to organize events or to manage the presentation layout for the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalk tickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from this activity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas Some observations include
The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy the place
The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural advice to plan for
contemporary commercial and community use
The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access and to
appreciate the surrounding offering of main street Geeveston
There is ample parking adjacent to the building that already services commercial and private road users
The building is within close proximity to Heritage Park that currently has a master plan under development
The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to other sites
of this type
Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great potential for
refitting for multipurpose use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 20
National and International Perspectives
Global Adaptive Reuse Project Case Studies
The following case studies have been gathered from across global markets and showcase some significant adaptive reuse projects Although these international examples are of an industrial scale they provide lsquofood for thoughtrsquo and inspiration
Battersea Power Station England
Images Battersea Power Station and Keith Evans
Easily one of the most recognised landmarks on the banks of the River Thames in London Battersea Power Station has been lying abandoned for decades Like the old power station just around the bend of the river ndash the Tate Modern ndash there have been calls to pull down the dilapidated structure for a number of reasons Some said that due to its size it would be too expensive to redevelop others claimed that the elements had given it such a bettering over the years that it had become relatively unsound Now after numerous failed attempts to revive the building and immediate area plans for one of the biggest redevelopments the south bank of London is yet to see are afoot and they certainly look impressive Proposed by Dublin-based Treasury Holdings the new design will see a mainly industrial area of London go green which is what the potentially lucrative Nine Elms area around Battersea has been crying out for The new pound55bn scheme includes plans for 3700 homes built alongside offices shops and restaurants on the 40-acre site The famous chimneys are to be restored to their former glory and the landmark building will house a conference centre among other things The new plans will also offer uninterrupted views of the Palace of Westminster on the opposite banks one of the stipulations of the new development and the reason Treasury Holdings earlier plans which included a huge lsquoeco-domersquo (pictured above) were rebuked
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 21
Sewage Silos Netherlands
Images Arons en Gelauff
Early in 2009 Amsterdam city planning ran a competition for an adaptive reuse project concerning a former sewage treatment plant in the Zeeburg district of the city The winning design was a proposal for a multifunctional cultural centre which would house exhibition spaces a media centre movie theatre and theatre hall crowned by a rooftop restaurant in one silo and an open rooftop playground in the other
The winning plan was inspired by Hollandrsquos most popular childrenrsquos book author the late Annie MG Schmidt hence the playfulness of the design Arons en Gelauff architects involved in the project said the main aim was to ldquobreathe new life into the silos transforming them into an inspiring and lively place which will help shape the character of the new Zeeburgereiland housing districtrdquo The Annie MG Schmidt House is marked for completion in 2011
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 22
Gasometer City Vienna
Images Andreas Poeschek and via Dornob
One of the most successful residential reuse projects is Gasometer City in Vienna Austria Four immense disused gasometers were successfully revamped in the late lsquo90s and have since become infamous in the world of adaptive reuse
Built in 1896 when Viennese authorities decided to invest in large-scale coal gas and electricity supplies the gas plant serviced the locale and beyond for a good 88 years until it was shut down permanently in 1984 after natural gas supplies took over Although life in the cylinders didnrsquot completely disappear raves were hosted from time to time popular because of the acoustics inside the drums and one housed a set for the movie James Bond The Living Daylights Then in 1995 the decision was made to revitalize the gas plant
With the proviso that the brick exterior of the gasometers was to be kept intact each gasometer was remodelled by a particular architect Jean Nouvel (Gasometer A) Coop Himmelblau (Gasometer B) Manfred Wehdorn (Gasometer C) and Wilhelm Holzbauer (Gasometer D) all four with specific zones for living working and entertainment The result produced a vast walled city within a city The unique redevelopment has since become a sought after place to live with a close-knit inner community and is looked upon as a very successful example of adaptive reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 23
Tate Modern London
Images Walk Talk Tours Jim Linwood Bleuchoi Andrew Dunkley and The First Word
Reaching high into Londonrsquos skyline is the Tate Modern a magnificent old oil-fired power station which now houses an international collection of contemporary art dating from 1900 onwards It has become the most visited tourist attraction in London surpassing even the National Gallery and the British Museum and the most visited modern art museum in the world
Designed by Sir Giles Gilbert Scott who incidentally also designed Battersea Power Station and one of Britainrsquos other iconic symbols ndash the red telephone box the original Bankside Power Station was built in two stages from 1947 to 1963 finally turning off the pumps in 1981 For a long time the building was under the beady eye of developers who were quick to mark it for demolition but after impassioned pleas by campaigners to save the building were heard a competition for redevelopment ensued and at the beginning of 1995 Swedish architects Herzog and de Meuron won the battle to build Londonrsquos next big thing
The gallery opened to much acclaim in 2000 and has attracted more than 30 million visitors since Its success is partly due to its situation on the banks of the Thames but also because of the use of space within the building The main Turbine Hall a huge space of 3400 square metres that once housed the main electricity generators was fortunately left in its original form providing a vast gallery for art installations that often require public interaction and appreciation of the space It is this space and its ability to be so successfully transformed time and time again that has changed peoplersquos perceptions of art which is no doubt so much more than the architects were hoping for in their redesign
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 24
Water Plant Berlin
Images via One Eight Nine
When two artist friends Michael Elmgreen and Ingar Dragset decided to set up a livework space they didnrsquot bargain on getting such a good deal For just US$700000 the DanishNorwegian pair purchased a disused water pumping station in suburb very close to Berlin City Centre The building had been left empty since the early 1990s with few interested buyers as it was located in the middle of a residential district ndash no longer right for industrial use and too awkward to be tackled by some developers ndash so Elmgreen and Dragset jumped at the chance to work their magic on the generous space
The artistic partners who have exhibited around the world enlisted the services of two young architects Nils Wenk and Jan Wiese to help transform the pump house into an artistrsquos workspace and home It was important they applied concepts from their art into the redesign and a love of spatial challenges saw them breaking down more walls than were built
ldquoWe deliberately made the borders between the work and living spaces fleetingrdquo Ingar Dragset told the New York Times ldquoThe combination of vast floor space and the small quirky nooks means you can be very hidden here or very exposed depending on your moods or needsrdquo
Even after getting happy with a sledgehammer the old water pumping station now accommodates two separate private areas for the artists a generous kitchen four bathrooms an attic living room and some of the most spectacular light-filled living and working spaces
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 25
Cafeacute Restaurant Amsterdam
Images Wili_hybrid and Cafe Restaurant Amsterdam
Housed in a former water-processing plant Cafe Restaurant Amsterdam is one of the cityrsquos chicest eateries Dating back to the late 1800s the building is left mostly intact with the main pumps proudly on display in the main part of the restaurant The large space is lit with huge floodlights in the evenings reclaimed from the former Ajax and Olympic football stadiums in the city The interior may look crude to some but to other it offers a unique dining experience and will always provide a talking point when therersquos a lull in the conversation
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 26
CasaComvert Milan
Images Giuliano Berarducci and studiometrico
A number of years ago clothing design company Comvert asked Milan-based interior architects Studiometrico to find a new HQ for their growing company that would fit a very particular brief Comvert ndash a company founded by four skater friends in 1994 design produce and distribute snowboards clothing and accessories for both skate and snow boarders under the brand name bastard ndash wanted their new space to house their flagship shopfront a design studio office warehouse and a useable skate bowl all within the one building And in spring 2005 Studiometrico came up trumps they had found an old 1950rsquos cinema big enough to fulfil all Comvertrsquos needs
Studiometrico retained as much character of the old building as possible in fact the foyer which is now the administration centre of the building looks relatively untouched while the dress circle has been converted to an amazing design studio and office space providing the perfect creative working area But it is the suspended skate bowl that makes the refit so successful Hanging six metres about the warehouse space the skate bowl affectionately known as bastard bowl fills what was once the void above the seating area in the cinema and is the main pride and joy of the Comvert partners who must have to pinch themselves when they go to work every morning ndash if only everyone was so lucky
Source httpwwwarchi-ninjacomexcellent-examples-of-adaptive-reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 27
Australian Town Hall Redevelopment Project Case Studies
The following examples of adaptive reuse of public town halls and civic buildings within Australia are of a smaller scale and are a much more direct comparison to the Geeveston Town Hall situation Although many of these are larger buildings and in larger population centers the historic use and new use opportunities are similar The desk research process has uncovered summary information and we have held an interview with the most relevant project (Murray Bridge Town Hall South Australia)
Ballarat Civic Hall Redevelopment ndash City of Ballarat Victoria
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 28
In 2012 SGS Economics amp Planning were commissioned by the City of Ballarat to explore options for reuse or redevelopment of the existing structure of the Civic Hall as a performing arts andor function venue and detail a shortlist of preferred options This could extend to options that involve partial demolition alterations or additions to the building
The full suite of uses of the Ballarat Civic Hall as a performing arts or function venue was scoped through discussion with the City of Ballarat and included
Performing Arts Uses Function Uses
TheatrePlayhouse
OperaticBallet Theatre
Multipurpose Performing Arts Venue
Secondary Education Performing Arts
Tertiary Education Performing Arts
Performing Arts Training Facility
Exhibition Venue
Conference Venue
Reception Centre
Nightclub
Live Music Venue
Dance Hall
Offsite School Function Facility
Cinema
Two other uses were identified for the site
University Student Accommodation
Visitor Information Centre (VIC)
Each potential use identified was analysed against demand and supply with reference to demographic and visitors data If there appeared to be insufficient demand to support an activity even as part of a shared facility at the Civic Hall it was eliminated from the process
The following uses of the Civic Hall appeared to be supported by demand and were largely compliant with Council policies for the use of publically owned and administered spaces
A multipurpose venue that accommodates medium to large exhibitions (ideally 1000 ndash 2000 square metres) and performing arts classes training and
performing arts company administration offices (This could theoretically be achieved with the use of moveable partition doors to create divisible spaces for
exhibitions and performing arts spaces)
A mid-size (greater than 300 and less than 3000 patrons) indoor live music venue
A range of financial modelling and social impact assessment was undertaken on the two preferred options
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 29
Societal cost benefit analysis demonstrated that the multipurpose venue option would not provide sufficient community benefits to outweigh the cost of redeveloping and operating the Civic Hall Financial analysis showed that income from the various uses of the site as a multipurpose venue would be insufficient to offset the publically incurred cost of operating the facility for this purpose
Societal cost benefit analysis demonstrated that the live music venue option provided significant user benefits to live music event attendees and increased the offering of live music performances (across a variety of genre) in Ballarat However a live music venue would result in a weak positive cash flow during the operating phase with a failure to pay back the initial investment
Source httpwwwballaratvicgovaumedia1867737ballarat_civic_hall_reuse_redevelopment_final_reportpdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 30
Bay Discovery Centre amp Glenelg Town Hall Service Review ndash City of Holdfast Bay South Australia
In February 2008 Hudson Howells was engaged by the City of Holdfast Bay to undertake a review of the Bay Discovery Centre (BDC) as a community and visitor service and evaluate the current and future commercial tenancy options for the Glenelg Town Hall (GTH) building as a whole with the goal of making the BDC and the GTH building generally more financially viable for Council
It is noted that the City of Holdfast Bayrsquos Economic Development Strategy has three key objectives
Tourism
Shopping amp activity precincts and
Business development and employment generation
The question is whether the GTH is the right location for the BDC and whether the GTH could be put to an alternative use that would generate a better community benefit
A stakeholder workshop identified the high priority space usage and tenancy options for the BDC and GTH generally as
Tourist visitor information centre
Combined library Internet history centre Council customer service centre with cafeacute coffee shop
Museum of South Australia
Gift shop ndash merchandising souvenirs
Glenelg Town Hall
The GTH is in an outstanding location but the design of the building its faccedilade and its heritage listing conspire to severely limit its commercial appeal
Council has the BDC as a tenant but it is questionable whether this is the optimum location for a museum interpretive centre
The building lacks lsquostreet presencersquo and this is likely to be an ongoing problem given its state heritage listing
This attribute makes the building unattractive to potential retail and hospitality tenants but might not be such a problem for the professional business services
sector This makes attracting additional tenants problematic
The faccedilade of the GTH is dull and uninviting and the Moseley Square entry foyer is not overly welcoming
Parts of the GTH are in disrepair and a large amount of space is under-utilised
Given its location a significantly refurbished GTH site could generate the following income
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 31
Retail space $700 - $800 per square metre per annum
Restaurant space $300 - $500 per square metre per annum
Office space (new) $300 per square metre per annum
o In its current state the GTH might generate in the order of $100 per square metre per annum as office space
Other possible options identified for the Glenelg Town Hall include
Boutique hotel
Grannypackers lodge
Function conference centre with or without a hospitality training school
If the GTH was converted into a hotel lodge or function centre what would become of the BDC
Bay Discovery Centre
The BDC has recorded significant visitor growth over recent years
The BDC plays a major role in entertaining informing and educating not just the Holdfast Bay community but also national and international visitors
The BDC has relatedly high running costs
The BDC has little visual street presence ndash potential visitors typically need to be lsquoalertedrsquo to discover it
The BDC has little in the way of neighbouring establishments that are likely to draw foot traffic
The display space lacks flexibility and is constrained by limited floor space
The gallery space is on the mezzanine floor
The BDC is located away from other Council services notably the history centre the libraries and the customer service centre
There was strong support at the stakeholder workshop for a lsquoone stop shoprsquo that would include a customer service centre history centre library internet cafeacute community centre museum and visitor information centre In addition a volunteer training centre could be considered for inclusion
Conclusions
There are opportunities for the BDC and GTH to become revenue neutral
There is a broader strategic issue which needs to be addressed by Council and that is one of potentially consolidating a range of Council services into a lsquoone stop
shoprsquo
The GTH is currently under-utilised but has the potential to be adapted to more suitable economically viable uses such as a boutique hotel grannypackers
lodge or function conference centre with or without a hospitality training school
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 32
The Visitor Information Centre incorporating a gift shop currently operated by the Dolphin Cage could form part of the BDC and contribute in the order of
$90000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to introduce an entry fee which could contribute in excess of $100000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to increase revenue from school groups and bus tours to offset the BDCrsquos operating costs
Stage 2 of this project will comprise a Key Issues Paper and Recommendations specifically addressing issues critical to the BDC and the GTH becoming revenue
neutral Council operations
Source httpswwwholdfastsagovauwebdataresourcesminutesAgendas294_-_Attachment_3a_-_240608pdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 33
Gawler Connect ndash Town of Gawler South Australia
Gawler Connect is an exciting new proposed infrastructure project aiming to rejuvenate Gawlerrsquos Town Hall Institute and Main Street into an Arts Cultural and Community Hub The population of Gawler is predicted to double to 40000 in 10-15 years and there will be an increasing demand on civic and community services
The proposed project will create a lsquoSmartrsquo Library Youth Lounge amp Multimedia Performance Space Cultural Heritage Gallery and Heritage Research Centre Community Arts Space a new National Broadband Network Co Office and Business Incubator Center as well as a street front Tourism and Visitor Centre and Cafeacute with multipurpose spaces available for community use
Gawler Connect will create a vibrant regional Cultural Hub ndash bringing people together in a safe and freely accessible space that inspires all generations through the provision of a range of state-of-the-art spaces and services with an arts and cultural focus The inclusion of a new Tourism and Visitor Centre and Cafeacute co-located with an interpretive heritage gallery fronting the main street will create a vibrant focus and have a flow on effect in attracting visitors and new investment into cultural tourism and the region
Key features
A lsquoSmartrsquo interactive Library with state-of-the-art IT facilities
A National Broadband Digital Services Centre
Digital Media Arts amp Cultural Performance Spaces
Cultural Heritage Exhibition Gallery
A Multi-media Youth Lounge
Heritage Research Centre
Business Incubator Program
Tourism amp Visitor Centre
Cafeacute
Council Customer Service Desk
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 34
Benefits to the community amp region
A major infrastructure project creating local job opportunities
Restoration conservation and adaptive re-use of two State heritage-listed buildings
Significant art heritage and cultural collections on display
Provide space and support for local and regional performing artists
Revitalisation of Gawler Main Street precinct
The project timeline is proposed from October 2013 to December 2016
Council-managed cash contributions for the overall project of about $25 million are proposed (this is in addition to the other allowable Council matching contributions) Council is proposing to raise about 60 of the additional $25 million from a range of potential partners including regional corporate businesses businesses involved in major developments in the region tertiary institutions the State Government and a Community Fund
Source httpwwwgawlersagovaupageaspxu=737
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 35
Murray Bridge Town Hall Cultural Precinct Study ndash The Rural City of Murray Bridge South Australia
Images from Grieve Gillet httpwwwgrievegillettcomaumurray-bridge-town-hallc1n3l
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 36
In 2008 Grieve Gillett was engaged by The Rural City of Murray Bridge to provide a Feasibility Study for the re-development of the Town Hall ndash a significant community asset The Council wishes to develop the Town Hall into a multi-purpose complex of excellence catering to the arearsquos diverse range of community groups residents and visitors
The study looked at options for transforming the building into a multi-purpose lsquoCultural and Performing Arts Centrersquo along with associated works to redevelop the street area on Sixth Street
To complete the Feasibility Study Grieve Gillett carried out the following
Preparation of floor plans of the existing building
Review of the current capacity of the building structure in line with Councilrsquos reports from consultantrsquos relating to the condition assessment defect audits and
structural assessments
Assess and identify user needs and any potential user gaps of the Town Hall facility
Determination of desired usage and development scenarios
Preparation of concept designs that will cater for proposed future uses
Preparation of the estimate of costs of proposed alterations to the building
Options to re-develop Sixth Street between Bridge Street and Fifth Street into a pedestrian-friendly precinct in conjunction with the Town Hall Re-
development Specifically Council requested an exploration of
o Mall with no vehicular movement
o One way road and widened footpaths
o Shared Zone
Presentations of proposals to Council and the Town Hall Project Management Group
Option 1
This option reclaims part of Sixth Street and extends the building to the full extent of the existing pavement line Sixth Street itself becomes one way with traffic travelling in a westerly direction The building opens out onto a plaza area providing additional foyer space suitable for alfresco dining A wide footpath runs alongside following the slope of the land whilst a new ramp is provided at the west end of the building to provide access for people with disabilities at that end
A small through-lift is provided in the north-east corner of the building adjacent to the north-east entry to allow disabled access to the first floor This allows the first floor area to be potentially leased out providing the Council with rental income
A small commercial kitchen is also located in the north-east corner
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 37
In the Hall itself the performance space has been relocated in front of the proscenium arch The stage itself has been removed and the space reutilised as storage areas and an access change room Retractable tiered seating is installed in the space within a partition wall that also forms the theatre lobby
On either side there are stairs to the gallery floor level providing additional seating and the control room
The roof over the new foyer in Option 1 has a 29deg pitch with the roof meeting the existing south stone wall above the existing first floor window line (refer to drawing 07027-SK-05 Long skylights are provided at regular intervals to allow an abundance of natural light
Option 2
Option 2 follows the same plan arrangement as Option 1 but the proposed foyer area is enclosed in a 2-storey high glazed Foyer with solid corners (refer to drawing 07027-SK-06) Our Cost consultant has advised that Option 2 will cost in the order of $560000 more than Option 1
Major Considerations for the Study
Carparking ndash Aim of increasing the general pedestrian amenity of the precinct without reducing the number of car parking spaces that currently exist
Traffic ndash Consideration of a mall with no vehicular movement a one way road with widened footpaths and a shared zone
Pedestrian Mall ndash The advantages of creating a pedestrian Mall would be far outweighed by the disadvantages of loss of car spaces loss of through access and management of delivery and emergency vehicles
Shared Zone ndash A shared zone results in a compromised pedestrian zone and a compromised vehicular solution A one-way solution will improve pedestrian amenity while maintaining good vehicular access and retain on-street parking
Cost Estimate
Total cost including associated fees (ex GST) = $5929000
Potential Income
The upgraded The Town Hall will have a range of facilities that will be capable of generating income
First Floor Offices - 195 square metres of office space for lease on the upper level This will be accessible direct from Bridge Street with its own street address
Current commercial rentals in Murray Bridge suggest that a gross annual rent in the order of $3500000 could be expected
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 38
Other income generation opportunities include
Cafeacute
Kitchen (either linked to the cafeacute or as a separate entity for catering opportunities)
Auditorium and Foyers (community functions weddings conferences corporate training
Source httpwwwmurraybridgesagovauwebdataresourcesfilesgrieve_gillet_reportpdf
Notes from Interview with Murray Bridge Town Hall Project
Summit Strategy conducted a phone interview with Faith Box Team Leader Community Development at the Rural City of Murray Bridge in South Australia to gain further information and insights into the redevelopment of the Murray Bridge Town Hall
The project commenced in 2003 and six years of Council planning took place before the Town Hall redevelopment commenced
Some local art groups took residence in the largely unused Town Hall building and developed a small art gallery ndash the visual art concept for the building grew
from this
A project management team was established and made up of elected members Council staff community stakeholders project architect and local builder
Membership changed over time as the project progressed
It was noted that the architect needed to have extensive theatre design experience
It was never intended for the building to be self-sustaining Council was aware that it would need to subsidise the operation of the building
Murray Bridge has a population of around 29000
Primary Uses The redevelopment was staged as follows
1st Stage
Murray Bridge Regional Art Gallery Premium art space which became a visual arts hub First stage showed the community the potential the building could have
2nd Stage
$750000 renovation ($500000 from Country Arts) Sculpture Court Shared space
3rd Stage
$4M redevelopment of rest of building
Auditorium ndash state of the art AV lighting seating etc
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 39
Workshop spaces for visual arts
Storage spaces
Green rooms meeting rooms conference spaces
Office space ndash for some Council staff
Foyers
Kitchen
Dressing rooms
Amenities
Options for Sixth St
Options for Sixth Street are currently under community consultation
Sixth Street is in the centre of town
Strong willed business stakeholders are worried about losing parking outside their businesses
Council plan to continually upgrade the street to become a shared space but as a gradual process
Governance amp Income
Managed by Council ndash wages maintenance etc
Some formal arrangements ie one community group gets free use of spaces in return for running gallery shop
Some bookings are charged to user exhibitor but most exhibitions are sourced and paid by Council
No charge to consumers for gallery viewing
The cost to Council per annum is significant
Building could never be completely self-sustaining ndash performing arts could be but visual arts cannot
Challenges
Heritage listed building in centre of town
Ingrained in community ndash didnrsquot want to see building knocked down
Strong willed stakeholders ndash including business owners in Sixth Street
Potential loss of parking in Sixth St
Not self-sustaining
Long planning process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 40
Stage One Stakeholder Engagement
Stakeholder Meetings
Andrew Towns from Summit Strategy has had conversations with a range of community and industry stakeholders in relation to this project These include
Huon Valley Council Councillors
Huon Valley Council Officers
Foresty Tasmania
Tahune Airwalk
GeCo
Geeveston Archives and History Society
Hastings Caves amp Thermal Springs
Destination Southern Tasmania
Makers on Church Street
Southern Furniture Design Centre
Harcourts Real Estate Huonville
Bendigo Bank
Masaaki Koyama
Cassey Faux
Amy Robertson
Leanne McKinnon
Henrietta Manning
Stakeholder Workshop
A stakeholder workshop was held on Wednesday 13th May 2015 at the Geeveston Town Hall The purpose of the workshop was to meet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building including
The importance of the Town Hall to the community living in Geeveston and the visitors to the area
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 41
The role of the building in the mix of retail and tourism service offerings within the township and
Opportunities for development of the building
The workshop provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building This input has been utilised in developing the ldquoVision and Objectivesrdquo section below and the potential future uses for the building
Objectives Identified by Community Stakeholders
From stakeholder discussions to date a number of key issues have been identified that are the drivers of value and sustainability for the Geeveston community
It is important to recognize that there are many community and business groups who will be affected by the performance of the Town Hall and it is thought that the building and its future use will have a direct impact on many facets of the life of people in and surrounding the township and the Huon Valley Region
The objectives recommended below have been distilled from various community input and detailed discussion with Huon Valley Council The stakeholder workshop held on the 13th May 2015 elicited the following overarching objectives and goals that the building should aspire to
The question was asked ldquoWhat are some valid objectives for the site or put another way what should our Town Hall be a part of achieving for the placerdquo
Objective Goal Classification
1 Be owned and run by the community ndash direct involvement Eg Community Board of Management
Governance
2 Be a driver for visitation to Geeveston ndash including overnight visitation To encourage a longer length of stay
Economy ndash Tourism
3 Boost the local economy Economy
4 Be an attraction in its own right separate to the Tahune Airwalk Economy - Tourism
5 To strive to be world class Community
6 Reflect the heritage of the area Have links to current amp future development initiatives for the area ie bike track Heritage Park existing retail
Economy ndash Tourism Community
7 Integration of offerings within the area ndash be a connector Community Economy
8 Be respect the culture history and heritage of the area Historical society to be linked to centre but not placed in the centre
Economy - Tourism
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 42
Tell our stories from past current and future Communicate where wersquore going
9 Attract creative industries to the area Economy Community
10 Contribute to the economic and community wellbeing of the local area and region ndash direct benefits Economy
11 Ongoing financial sustainability Operational Sustainability
12 Maximizing the availability of community capital for cost effective resourcing ndash volunteers sponsorship Operational Community
13 Bringing the community together ndash to develop a sense of community pride and ownership Community
14 Inspire and educate our children Community
15 To connect our community and town to the region and to the world Utilise technology to achieve this Internet access for visitors
Economy ndash Tourism
16 Exploit market opportunities that create new offerings and investment Economy
17 Encourage confidence for investment To achieve relevance distinctiveness motivating ndash is our identity right
Economy
18 To be vibrant dynamic and contemporary ndash not a museum Re-think museum
Community
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 43
Potential Uses Identified by Community Stakeholders
The stakeholder workshop identified the potential future use ideas
Gallery space for world-class exhibitions
Flexible events space and linkage to existing events
Agritourism experiences
Food amp beverage offerings o Seafood aquaculture o Fruit ndash apples cherries o Ciders amp wines o Local food hub ndash provedore o Linkage to farmers market
Art amp craft offerings
Timber history heritage and current offerings
Contemporary interpretation of history amp heritage
Access point for National Parks World Heritage Areas
Linkages to waterways
Tourism o Visitor precinct hub o Visitor information centre o Tourism operators o Linkage to Tahune Airwalk amp Hastings Caves
Accommodation
Small business
Restaurant cafeacute
Meeting conference training amp event space
Linkage with external experiences o Heritage Park o Bike track o Geeveston main street ndash pedestrian mall
Township streetscape theme o Heritage of area o Interpretation o Experiences
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 44
Geeveston Town Hall SWOT Analysis
Strengths
Ideal location in centre of township and on the main street
Ample parking adjacent to the building
Close proximity to Heritage Park
Significant and flexible floor space
The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
Highly interested and committed local resident and business community
There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
Existing banking tenant is stable and critical to the function of the town
The building has a long history of supporting tourism history culture and heritage
The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
The building is structurally stable maintainable and low cost in its current form
Weaknesses
In its current format the building does not encourage visitors to stay and enjoy the place
The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main street
Geeveston
The floor space is currently grossly underutilized
The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and businesses in the
area
The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
A very low level of local community engagement and use even though there is a high desire to do so
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 45
Opportunities
Refocus the buildings purpose on engaging visitors and representing its region
Integration of industries through a multi-purpose occupancy model
To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
To position Geeveston via the Town Hall as the gateway to the southwest
To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
To encourage connections to other surrounding townships and attractions
To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through communication of
clear intent and design
To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community groups
volunteer groups)
Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
To encourage investment and employment through the attraction of new business players and industry spending
Threats
Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
Availability of capital funding to redesign the buildingrsquos purpose
Inaction will cause a rapid and continual degradation of the tourism economy for the region
A lack of confidence in the region will constrain further tourism industry growth
The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more important
economically
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 46
Situational Summary
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate community and economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competing priorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses that have far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the site into the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industries within the region to maximize tourism experiences and promote the Huon Valley brand
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the township itself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or a lack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players but it will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse The section following focuses on that task and sets down the development concepts that we believe can be successful with a focus on both the short term requirements and the longer term vision for the township
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 47
Vision amp Objectives
Recommended Vision amp Intent for Geeveston Town Hall
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a community asset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history its natural competitive strengths and inspires a future of collaboration and industry diversity
Recommended Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community To tell our stories amp respect our history
To connect people with each other
To respect the culture history amp heritage of the area
To contribute to community wellbeing of the local area and region
Economy amp Industry To connect our town to the region and the world
To encourage new industries
To encourage employment amp confidence for investment
To offer our visitors great experiences
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
Operational To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
Governance To achieve continuous and stable governance
To achieve ongoing financial sustainability
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 48
Development Strategy Options
In defining an acceptable strategy for development of the Town Hall and also one that has financial feasibility it is important to consider the medium to longer term demand that will be placed on the performance of the building from different sectors of the Geeveston and Huon Valley regional economy
With the downturn in the forestry sector and the unlikely rapid rejuvenation of the sector this cannot be a priority industry to service The forestry industry is a strong theme from the past however and there is significant heritage value in telling that story about the region and one that will be of interest to visitors if told in a compelling and engaging way
The recognised natural advantages that the region holds in wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the more southern region to it is well noted as a ldquoday triprdquo destination from Hobart or Huonville
It is critical that the Geeveston area offers accommodation hospitality social space and additional retail opportunities to visitors into the future The key question is ldquoWhat will be the driver of change to encourage investmentrdquo There must be a catalyst or even a series of them that are integrated that offer private enterprise the confidence to establish operations in the area
Can the Geeveston Town Hall be one of these catalysts to change of the local economy Our argument is that is can be but only for certain purposes of use
It can be a driver of change and development for the following
1 Tourism promotion and visitor information services
2 Vibrant and engaging creative industries (including story-telling and museum)
3 Social and community events of significance
4 Integration and collaboration of industries
Uses that are not appropriate in our view are as follows
Use Reasoning
Manufacturing Significant goods in goods out operations may be highly counterproductive for tourism operations and the linkage to car parking services Additionally materials manufacturing is likely to produce waste that is unsuitable for other uses
Office space (excepting primary purpose office requirements)
Office space is in low demand and is low value and is likely to restrict the volume of use for other purposes that are more important
Accommodation The site will never support the special requirements necessary to develop substantial
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 49
accommodation facilities and is not able to be adjusted easily into the future leaving the site wholly focused on one primary activity
Wholly government funded operations (ie library radio station health offices)
Due to the volatility of government occupancies and the cyclical nature of centralisation and decentralisation government agencies are often a disruptive tenancy for this specific building type Additionally the building is best focused on encouraging private commercial and community enterprise economic development
This feasibility whilst recognising the potentials must also account for the gaps in supply and economic activity
Proposed Scope of Use
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
Economic growth for Geeveston
Visitor Information
Centre
Museum interpretation
centre
Integrated tourism
operations
Seafood experience
centre
Hospitality
(retail)
Community Events
Arts amp culture
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 50
Primary Options for Development and Use
The following table outlines a variety of purposes that we believe are valid for the Geeveston Town Hall however the special characteristics and use detail needs to be further developed in conjunction with the project architect Preston Lane
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
History amp Heritage Museum interpretation center operator
Historical displays and artefacts managed by the community and Geeveston Archives and Historical Society
Moderate at 20 of the site
Funded via visitor donation subsidised by Council (granted use of public assets or donations)
Low impact
Hospitality (Retail) Cafe
Restaurant
Commercial kitchen
Cafeacute and or restaurant with commercial kitchen for community use
Significant at around 20 of the site
Commercial rates for rented area
Potentially significant dependent on design However mechanical engineering likely to be the greatest cost Commercial kitchen is the largest impact
Community Events Flexible space Flexible space available for rental for use by community groups local artisans and commercial operators
Moderate at around 25 of the site
Sessional rates subject to operator approval
Due to the need to be flexible this space is likely to be low cost but will need to be highly durable due to traffic demands
Gallery and exhibition space
Flexible gallery and exhibition space for interactive displays presentations and curated exhibitions
Commercial rates for rented area
Should have a moderate impact if appropriately designed and fitted
Tourism Visitor Information Base for a satellite visitor Minimal at around 10 Commercial rates for Low impact and low
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 51
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
Centre information centre that focuses on Southwest accommodation experiences and attractions Offering retail local goods
of the site rented area cost
Integrated tourism operations
Collaboration of Southwest tourism experiences involving tour operators and guides adventure tourism and agritourism suppliers
Medium at around 10 of the site
Commercial rates for rented area
Likely to be delayed partly funded by building owner and finished by tenant
Seafood experience centre
Showcase of Tasmanian Salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Potential linkage with hospitality operator
Medium at around 10 of the site
Commercial rates for rented area
Potentially a significant cost due to the uniqueness of the experience and subject matter Potentially a long term attraction
Public amenities Public amenities with access from inside the building
Must include a lift to accommodation the elderly disabled and heavy goods
Minor at less than 5 of the site
Non-lettable area Moderate cost but requires significant works due to its current location and state
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 52
Stages of Development
The redevelopment of the Geeveston Town Hall can be broken into three key stages
Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
Stage Two ndash repurpose for the community and visitors
Stage Three ndash encourage service industry growth amp strategic linkages
Stage One ndash Reset the Base ndash prior to Summer 2015
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
To reinstate a Visitor Information Centre on site that also sells local handmade goods either as stock items or on consignment with strong linkages to the designers retailers
The TTIC must have the ability to represent the region in a compelling way there must be clear interpretation of the region
(lower floor)
Significant generator of visitation to Geeveston encouraging increased length of stay and spend
Prior to 201516 peak tourism season ie Spring 2015
Local handmade arts and crafts
Local markets and events
Community engagement
To include a flexible space that can satisfy community events for local and tourism purposes
(lower floor)
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage
Cultural and heritage To reset the museum component to the upper floor only and include a gallery space that could house exhibitions from local and Tasmanian artists
(upper floor)
Moderate refit impact however full implementation would result in a high impact
Staged development is warranted
Stage one would commence immediately ie prior to summer 2015
Full implementation by end 2016
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 53
Stage Two ndash Repurpose for Community and Increase Capacity ndash through to Dec 2016
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Rentable exhibition space for art and craft designers with potentially significant curated exhibitions into the future
Modest to low given the need to meet minimum standards and be a flexible exhibition space Security and environmental quality issues will be primary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural and heritage presentation of the region
ldquoRe-think museumrdquo
Significant on both space utilisation and required quality of fit out
Maximising artifacts and interpretation value
Long term design
Timing unknown at this stage
Community engagement Development of community enterprise taking a proactive hand in utilising the sitersquos flexible area encouraging creativity and connection
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage and how quickly the community enterprises can develop use activities
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercial kitchen that can also run community events
(lower floor)
Significant due to hospitality kitchen requirements and goods storage and inout facilities
Commencement as soon as practicable however operator identification will force a delay ndash Winter 2016 is the ideal development timing
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 54
Stage 3 ndash Encourage Service Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
Creating a tourism hub Potentially some integration of tourist services onsite Yet to be defined in greater detail
Post 2016 summer period
Creating connections with Heritage Park and its development
Some examples include bicycle hire storage of key rentable equipment music festival outdoor arts displays etc
Emerging linkages that are yet to have clarity
Unknown
Creating connection with surrounding townships
ie via bike track maps and presentations
Accommodation and stop over locations Services offered at regional locations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be the marshaling point for all visitors entering for experiences such as boating kayaking biking bush walking and wilderness visits This may require a range of facilities to accommodate
Unknown
Linkages to local industries Creating connections with the aquaculture industry
ie salmon experiences Massakirsquos Sushi alliance
Related to food tourism and food offerings Could be significant if a seafood experience centre is the concept eg aquarium and other features
Unknown
HUON VALLEY COUNCIL
Geeveston Town Hall
FINAL FOR
HUON VALLEY COUNCIL
Geeveston Town Hall ndash The Future
Business Plan
Prepared by
FINAL FOR HUON VALLEY COUNCIL MEETING
20TH August 2015
The Future
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 2
Contents
Executive Summary 4
Geeveston Town Hall Situation 6
The Township of Geeveston 6
Geeveston Town Hall Context 7
Current Use and Use Issues 7
Assessment of the Town Hall Building 8
Geeveston Town Hall SWOT Analysis 9
Situational Summary amp Opportunities 11
Geeveston Town Hall ndash the future 12
Community Engagement ndash Stage One 12
Vision 12
Objectives 12
Scope of Use 13
Primary Options for Development amp Use 14
Design Concept 14
Community Engagement ndash Stage Two 15
QVMAG Comparison and Insights 22
Business Strategy 23
Core Business 23
Differentiation 23
Value Proposition 24
Product amp Experience Offering 25
Economic Impact 27
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 3
Implementation Planning 29
Staged Implementation Overview 29
Detailed Implementation Plan 33
The Business amp Financial Model 37
Business Model 37
Financial Model 38
Governance Model 41
SWOT Analysis 43
Risk Analysis 45
Appendix A 48
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 4
Executive Summary
This business plan has been generated within the context of planning for the future of the Geeveston Town Hall (GTH) within the Geeveston Town Hall ndashthe future project Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council (HVC)as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building and maximisebenefit to the community into future
This project has considered the issues surrounding the economy of the area the previous uses of the building community engagement ideas and feedbackand examples from other parts of Australia and the world in circumstances where a historical public asset requires a new future
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre (VIC)
2 Museum
3 Commercial Gallery
4 Events
5 Hospitality services (cafeacute restaurant)
Architectural concepts have been developed demonstrating how the building could be renovated improving its utility for these purposes and alsoimproving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park and thetownship car park
These concepts have been offered for public consultation and the response from the public has in the main been positive Many residents and interestedstakeholders have rated the concepts highly when comparing them to the vision for the GTH There are issues to be dealt with and such items as publictoilets introducing competitive hospitality services within the town and capturing value from the regionrsquos tourism market have all been raised by thepublic These concerns are addressed in this plan and will be further addressed in future planning efforts in conjunction with HVC and key stakeholdergroups
It is proposed that the GTH be operated in future by an independent new company limited by guarantee (GTH Co) run by a community Board balancedwith representatives from the key stakeholder groups This organisation would contract with HVC for the head lease of the building and would operate thesite as agreed within that document The GTH Co would focus on the various offerings within the business plan and operate a not-for-profit business togenerate economic benefits for the town and the broader region
The redevelopment of the Geeveston Town Hall will take a staged approach and can be broken into three key development stages
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 5
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
Stage one involves the establishment of an operating entity for the GTH building the reinstatement of a Visitor Information Centre on site the redesign ofthe museum to the upper floor and the development of flexible space that can satisfy community events for local and tourism purposes and includes agallery space for community exhibitions
It is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in time for the peaktourism season
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
A critical success factor in the implementation of stages two and any other future development is the achievement of funding to execute the buildingcapital works This would involve grant funding and co-contribution funding
The financial operational forecasts demonstrate that with prudent management the building can be operated at a profit and can contribute rent to thebuilding owner The visitor centre is a significant operational unit which captures value from the available tourism market and positions the town as a keygateway to the far south The building operator will employ staff and contribute generally to the economy of the township as it will require products andservices to operate many of which will come from the local suppliers
There will be a requirement to fund the establishment of the new operating company and also the visitor centre This will need to be in the form of smallassets and also some operational cash flow to enable the commencement of operations HVC must be a leader in the establishment of these newoperations and should consider how they may be funded
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 6
Geeveston Town Hall Situation
The Township of Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk
Total visitor numbers to the Tahune Airwalk have remained steady at around 70000 tickets sold per year for the past 3 years of which around 30 are soldthrough the Geeveston Forestry and Heritage Centre
There are estimates ranging from 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek information aboutsurrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unableto purchase or book anything other than tickets to the Tahune Airwalk and tourism art and craft merchandise The closest VIC is located at Huonville
Furthermore there is an undersupply of accommodation options for all segments of the market The number of visitor nights captured in Geeveston hassignificantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston isrelatively unchanged and there is opportunity to capture a larger share of visitor nights
There is also a gap in the supply of hospitality services for visitors There are currently three hospitality providers in Geeveston and it is noted that there isan inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there isopportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of wilderness waterways and environmentally basedtourism experiences However there appears to be a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
There is a lack of dynamism and contemporary presentation for the history and heritage of the region Capital expenditure on the streetscape and the mainstreet buildings has been very minor with little change over many years The format of the current Geeveston Forestry and Heritage Centre displays is notcontemporary and is not managed to actively encourage re-visitation
Visitors to Geeveston are not inspired to stay and spend time as the current township facilities and amenities lack appeal and do not encourage a feeling ofcomfort and enjoyment
Geeveston has significant issues in relation to the township roadways and how they encourage visitors to enter the main street Signage traffic flow andtownship appeal are all important factors for the future in making Geeveston a more successful township and visitor experience
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 7
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity ofattractions and support services Geeveston and the ldquoFar Southrdquo are well noted as day trip destinations from Hobart or Huonville Geeveston needs toreposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Geeveston Town Hall Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated asa visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community businessmodel
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has astrong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelingsof well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wishto activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see asvaluable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
The Geeveston Town Hall is a public asset owned and maintained by the Huon Valley Council The Council will continue to act as a facilitator of communityand economic development and management of the asset for strategic value into the future But they do not wish to deficit fund the operations of thebuilding into the future Any future operations need to provide long term sustainability
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania does not intend tocontinue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This businessincludes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestryoperations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays andsimilar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver ofvisitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 8
visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction withvisitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the areaGeeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead theForestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centrehave shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for thetownship and all tourism and visitor activities the region has to offer
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatlyinterested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to beregularly involved Even the Geeveston Records and History Society are rarely involved in the site to organise events or to manage the presentation layoutfor the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalktickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from thisactivity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas
Some observations include
bull The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy
the place
bull The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural
advice to plan for contemporary commercial and community use
bull The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access
and to appreciate the surrounding offering of main street Geeveston
bull There is ample parking adjacent to the building that already services commercial and private road users
bull The building is within close proximity to Heritage Park that currently has a master plan under development
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 9
bull The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
bull The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to
other sites of this type
o Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
bull The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
bull The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great
potential for refitting for multipurpose use
Geeveston Town Hall SWOT Analysis
Strengths
bull Ideal location in centre of township and on the main street
bull Ample parking adjacent to the building
bull Close proximity to Heritage Park
bull Significant and flexible floor space
bull The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
bull Highly interested and committed local resident and business community
bull There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
bull Existing banking tenant is stable and critical to the function of the town
bull The building has a long history of supporting tourism history culture and heritage
bull The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
bull The building is structurally stable maintainable and low cost in its current form
Weaknesses
bull In its current format the building does not encourage visitors to stay and enjoy the place
bull The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
bull The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main
street Geeveston
bull The floor space is currently grossly underutilized
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 10
bull The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
bull The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and
businesses in the area
bull The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
bull A very low level of local community engagement and use even though there is a high desire to do so
Opportunities
bull Refocus the buildings purpose on engaging visitors and representing its region
bull Integration of industries through a multi-purpose occupancy model
bull To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
bull A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
bull To position Geeveston via the Town Hall as the gateway to the southwest
bull To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
bull To encourage connections to other surrounding townships and attractions
bull To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through
communication of clear intent and design
bull To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community
groups volunteer groups)
bull Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
bull To encourage investment and employment through the attraction of new business players and industry spending
Threats
bull Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
bull Availability of capital funding to redesign the buildingrsquos purpose
bull Inaction will cause a rapid and continual degradation of the tourism economy for the region
bull A lack of confidence in the region will constrain further tourism industry growth
bull The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
bull If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more
important economically
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 11
Situational Summary amp Opportunities
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate communityand economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competingpriorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses thathave far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the siteinto the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industrieswithin the region to maximize tourism experiences and promote the Huon Valley brand Tasmania has an ever-increasing reputation for quality and uniquefood It also has an increasing number of agritourism businesses offering visitors food and beverage and interpretive experiences The Geeveston TownHall is in the ideal region to link in with this significant trend
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the townshipitself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or alack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players butit will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 12
Geeveston Town Hall ndash the future
Community Engagement ndash Stage One
Community consultation has been undertaken during this process in accordance with the Councilrsquos Community Engagement Framework Initially stage onecommunity engagement was undertaken with key stakeholders at a workshop held on Wednesday 13th May 2015 The purpose of the workshop was tomeet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building Follow up discussions were also undertakenwith a range of community and industry stakeholders in relation to this project
The community engagement undertaken as part of stage one provided Summit Strategy with a list of community driven overarching objectives and goalsthat the building should aspire to as well as a range of ideas for the future use of the building This formed the basis for assessment for the feasibility studyand the input has been utilised in developing the following vision objectives and scope of use for the building
Vision
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a communityasset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history and its natural competitivestrengths and inspires a future of collaboration and industry diversity
Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community bull To tell our stories
bull To connect people with each other
bull To respect the culture history amp heritage of the area
bull To contribute to community wellbeing of the local area and region
Economy amp Industry bull To connect our town to the region and the world
bull To encourage new industries
bull To encourage employment amp confidence for investment
bull To offer our visitors great experiences
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
bull To be a driver for visitation to Geeveston a
Operational bull To be active engaging vibrant dynamic and contemporary
bull To be an attraction in its own right
bull To maximize the availability of community capital for cost effective resourcing
Governance bull To achieve continuous and stable governance
bull To achieve ongoing financial sustainability
Scope of Use
In order to achieve the communityrsquos vision and objectivesof tourism with services to promote the region making provision for high quality food and beverageand cultural experiences
Economicgrowth forGeeveston
VisitorInformation
Centre
Hospitality
(retail)
CommunityEvents
Arts amp Culture
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
To achieve continuous and stable governance
To achieve ongoing financial sustainability
vision and objectives for the Geeveston Town Hall it is proposed that the building be setof tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts
Economicgrowth forGeeveston
Museum interpretation
centre
Integratedtourism
operations
Seafoodexperience
centre
Page | 13
nd connect visitors to surrounding offerings
be set up for the primary purposeswhilst supporting a rich mix of community events arts
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 14
Primary Options for Development amp Use
The following primary use options are valid and sustainable for the Geeveston Town Hall into the future The staging of this development is outlined infurther detail under the Implementation Planning section below
The preferred opportunities for initial development are as follows
bull A Visitor Information Centre that provides clear interpretation of the region focuses on selling and promoting Southwest accommodation
experiences and attractions acts as a gateway to the lsquoFar Southrsquo maximises the regions tourism economy and also sells local unique goods with
strong linkages to the creative industries of the region
bull A high quality flexible Gallery Exhibition Space to house exhibitions from local and Tasmanian artists and craft designers with potentially
significant curated exhibitions into the future
bull A fully modernised Museum for cultural and heritage presentation and interpretation of the region
bull A flexible Events Space that will satisfy community events for local and tourism purposes and encourage development of community enterprise
creativity and connection
bull A public lift and amenities with access from inside the building
Further development opportunities in future years include
bull A high quality Cafeacute andor Restaurant underpinned by a commercial kitchen that can also run community events and functions
bull Collaboration of Southwest Tourism Experiences involving tour operators and guides adventure tourism and agritourism suppliers
bull A Seafood Experience Centre to showcase Tasmanian salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Design Concept
Project architects Preston Lane established concept drawings based on the primary options for development and use outlined above The specialcharacteristics and use detail take into consideration the communityrsquos vision and objectives for the future of the Geeveston Town Hall
The concept drawings form Appendix A to this report and demonstrate how the building could be renovated improving its utility for these purposes andalso improving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park andthe township car park
The key elements of the design concept include
bull Maintaining the integrity of the existing building
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 15
bull Celebrating the interior spaces and heritage of the building
bull Improving the appeal of the building within the streetscape through the re-arrangement of traffic flow
bull Providing a more pedestrian scale along the building edges through the widening of the footpath
bull Creating access through the building and providing linkages between the building and external spaces and beyond (towards the park)
bull Providing greater interaction with the building through the form of the extended works (on the carpark side) and
bull Making the new works subtle yet iconic with reference to the past through materials used
Community Engagement ndash Stage Two
From 15th to 24th July Huon Valley Council undertook community engagement to seek feedback on the primary options for development and use of theGeeveston Town Hall
All Geeveston residents and businesses received a letter inviting them to provide feedback via an online survey available on the Councilrsquos website Thecommunity engagement was also advertised throughout the wider region Community members were informed about the process to date the vision andobjectives for the building and were provided with concept drawings The survey contained a mix of both quantitative (data collection) and qualitative(open comment) questions and aimed to gauge the overall community support for the proposal
In total 84 responses were received via the online survey with additional submissions received from community members regarding the concept designs
In summary the survey provided positive results in all the questions raised regarding the proposal Many residents and interested stakeholders have ratedthe use concepts highly when comparing them to the vision and objectives for the GTH
The positive response received from the community engagement process indicates that the community will use contribute to participate in and supportthe future uses of the GTH building thus helping the GTH to become an attraction in its own right connecting people with each other and encouragingemployment and confidence for investment
The online survey results are detailed below
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Quantitative Survey Results
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosiagree) 143 of respondents disagree (choosing 1 ndashscale of 1-5)
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosindash strongly disagree or 2 ndash disagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Page | 16
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosi ng 4 ndash agree or 5 ndashstronglydisagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4respondents disagree (choosing 1 ndash strongly disagree or 2
643 of respondents support the overall concept 131 of respondents do not support the o
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4 ndash agree or 5strongly disagree or 2 ndash disagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1
643 of respondents support the overall concept 131 of respondents do not support the o verall concept while 226 of respondents are unsure
Page | 17
agree or 5 ndashstrongly agree) 226 ofdisagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1 -5)
verall concept while 226 of respondents are unsure
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 18
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurethey were very supportive of the various uses within the building using the services themselves contributing andor participating in events at the site andtaking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurevarious uses within the building using the services themselves contributing andor participating in events at the site and
taking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Page | 19
Positive responses were received to how the community would see themselves engaging with the GTH building into the future The public indicated thatvarious uses within the building using the services themselves contributing andor participating in events at the site and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Demographic Information
Page | 20
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 21
Qualitative Survey Responses
Survey respondents were also invited to provide general comment regarding the proposal There are many comments that applaud the concepts and usesidentified Overall the results of the survey were very positive however it is noted that several areas of concern were raised which broadly cover five mainthemes
A copy of the written comments received via the online survey is included in the Summary of Survey Results report
Area of concern Summary of comments Proposed Response Action
Cafeacute commercialkitchen
Some concerns raised around the inclusionof a cafeacute due to competition in hospitality inthe township However respondents werenot necessarily opposed to a commercialkitchen or restaurant being available in thebuilding
It is noted that the proposed cafeacute restaurant commercial kitchen is not identifiedas part of the stage 1 implementation but will be considered as part of the nextstage of the project
Some respondents included verbatim comments asking for another cafeacute not to beallowed in the town These comments do not seem to have any other basis otherthan to constrain competition in favour of existing shop retailers in the township
This area of community concern is further addressed in the Economic Impact sectionbelow
Public toilets Some concerns raised around the locationand availability of public toilet facilities inGeeveston
The location of public toilets will be considered as part of future stages of projectimplementation
Currently visitors to Geeveston are not inspired to stay and spend time as thecurrent township facilities and amenities lack appeal and do not encourage a feelingof comfort and enjoyment
It is important that the location of public toilets be well considered as the businessplan aims to increase visitation to Geeveston and capture a greater share ofeconomic value from tourism Timing will also need to be considered in terms offuture stages of implementation and other developments being undertaken in thetownship
Traffic management car parking
Some concerns raised around the impact ontraffic flow from widening the footpath in
Traffic management considerations will form part of the planning in futureimplementation stages and would need to comply with relevant procedures and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 22
Church Street and car parking availability inGeeveston
regulations
Geeveston has significant issues in relation to the township roadways and how theyencourage visitors to enter the main street Signage traffic flow and townshipappeal are all important factors for the future in making Geeveston a moresuccessful township and visitor experience
Timber veilsurrounding thebuilding
Some concerns raised that timber and steelwould not suit the timber heritage feel ofthe Geeveston township
It is noted that the concept drawings provided to the community incorporating thetimber and steel veil are concept only at this stage and that final plans will not beapproved until future stages of the plan are implemented
Sale of TahuneAirwalk tickets
Concern was raised that there was nomention of the sale of Tahune Airwalktickets in the building
It is regarded that the sale of Tahune Airwalk tickets is a critical componentattracting visitors to the township of Geeveston and also an important point ofvalue capture that can assist in sustaining Geeveston Town Hall operations The saleof Tahune Airwalk tickets is part of all stages of the Business Plan and included inestablishment of a fully functioning Visitor Information Centre on site
QVMAG Comparison and Insights
Richard Mulvaney Director of the Queen Victoria Museum and Art Gallery (QVMAG) was interviewed to gain a perspective on the donations policy andvisitor engagement experience of the QVMAG
Annual visitors to QVMAG are around 138000 visitors per annum The museum is a significant facility incorporating many partner and allied organisationsIt is a major draw card for the city of Launceston and a significant events venue With an operating budget of approximately $32M from State of Tasmaniaand around $12M from Launceston City Council the facility is a large publicly run enterprise
Their donations experience is that they achieve less than $2 average per visitor However it has been noted that the profile of visitors is important to this asa high proportion of locals would reduce donation performance It is noted that GTH has a high proportion of mainland and international visitors
There are three donations boxes within QVMAG They are constructed as double sided as many visitors will donate on the way out at the end of theirexperience Merchandising and museum shop is an important element that augments the museum and gallery experience Also the hiring of rooms formeetings and events is a great way to encourage visitation and involvement of the business and various industry communities
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 23
Business Strategy
Given the economic and social situation of the Geeveston Township and its surrounding region it is critical that drivers of economic demand and progressare in place for the future The investigations and concept developments at the time of developing this business plan are focused on development of theGeeveston Town Hall and the business concept behind it that will drive the economy of not just the township but also the broader region
This strategy must be focused on delivering the strategic development of this key public asset to create a building and experience of significance to drivesocial collaboration tourism development and industry development The clear strategy of focusing the building on tourism is compelling particularly forthe purposes of
bull tourism information for the region (incorporating product and experience sales)
bull creative industries (exhibiting and selling regional art and designed goods)
bull agritourism (hospitality food experiences) and
bull history and heritage museum (stories of the past display and exhibition of key artefacts experiences and interpretation)
It is also clear that this building should be managed by an independent organisation to that of its Government owner This has the benefit of ensuring thatcommercial principles underpin the development management and sustainability of the enterprise and its strategic partnerships In doing this Huon ValleyCouncil as ldquoasset ownerrdquo can have a relationship with a single ldquooperatorrdquo This ldquooperatorrdquo can either run internally or outsource the running of the variousservices that the building will offer
Core Business
The core business of the Geeveston Town Hall will be to facilitate the development and management of a significant building that will house services thatare important to the region The core business of the building will relate to tourism and hospitality creative industries and community engagement
The core business must generate economic value for the building to support its maintenance and its services sustainability and also generate flow oneffects to the surrounding economy
Differentiation
The Geeveston Town Hall must differentiate itself from other attractions within Tasmania by using the following factors
1 Creating a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
2 Designing and developing a unique building that is in itself a building of significance within the region and Tasmania
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 24
3 Offering unique experiences to encourage interest
4 Maintaining momentum and dynamism in the content that is onsite to encourage revisitation
5 Achieving greater community engagement and involvement ie development of community enterprise and
6 Gaining involvement of industry players to drive diversity and synergies that generate sustainability outcomes and strengthen the offering and
provide reasons to visit Over time the Geeveston Town Hall will develop greater levels of collaboration between tourism creative industries and
agribusiness sector businesses
Value Proposition
The following are elements of the value proposition for the Huon Valley economy for the development of the Geeveston Town Hall
bull The GTH will become a destination in itself with strong branding and positioning to create an identity for the building and township of Geeveston
bull Geeveston will become a gateway to the ldquoFar Southrdquo driving visitation to the region and capturing an increased share of tourism value through the
promotion and sale of tickets to surrounding attractions and experiences including the Tahune Airwalk
bull The GTH will offer a centralised presentation opportunity for the regionrsquos industries and encouraging greater synergies within industries such as
tourism agritourism and creative industries creating confidence for investment
bull The on-selling and reselling of unique local goods and services will help to support and promote the regionrsquos creative industries
bull The GTH will encourage the development of community enterprise volunteering and community involvement
bull A service level agreement between GTH Co and HVVC will achieve cost efficiencies through staff and technology sharing between the two sites
bull Huon Valley Councilrsquos planned redevelopment of Heritage Park will increase access and linkages to the GTH and the main street and continue to
develop Geeveston as a destination for locals and visitors
bull Proposed traffic management and car parking changes within the township will enable greater access to Geeveston for both vehicles and
pedestrians
bull Staged implementation of changes to the GTH building will encourage other planned changes in the township and allow time to adapt
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 25
Product amp Experience Offering
Purpose Use Use Detail amp Benefit Target Markets
Tourism Visitor Information Centre A Visitor Information Centre that provides clearinterpretation of the region focuses on selling andpromoting Southwest accommodation experiences andattractions acts as a gateway to the lsquoFar Southrsquomaximises the regions tourism economy and also sellslocal unique goods with strong linkages to the creativeindustries of the region
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Creative industries (unique goodsfor sale on consignment)
Integrated tourism operations Collaboration of Southwest Tourism Experiences involvingtour operators and guides adventure tourism andagritourism suppliers
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Seafood experience centre A Seafood Experience Centre to showcase Tasmaniansalmon and shellfish based seafood that Tasmaniaoperates as commercial fisheries Potential linkage tohospitality provider
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
History amp Heritage Museum interpretation center A fully modernised Museum for cultural and heritagepresentation and interpretation of the region Historicaldisplays and artefacts managed by the community andGeeveston Archives and History Society
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
School groups
Community Events Flexible space A flexible Events Space that will satisfy community eventsfor local and tourism purposes and encouragedevelopment of community enterprise creativity and
Local residents
Local businesses workers
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 26
connection Social enterprise
Gallery and exhibition space A high quality flexible Gallery Exhibition Space to houseexhibitions from local and Tasmanian artists and craftdesigners with potentially significant curated exhibitionsinto the future
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries
Hospitality (Retail) Cafe
Restaurant
A high quality Cafeacute andor Restaurant underpinned by acommercial kitchen that can also run community eventsand functions
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries (catering)
Social enterprise (catering)
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 27
Economic Impact
Visitor Information Centre Regional Extension
As has been identified earlier in this plan Geeveston has a significant role to play in servicing visitors to the region and in particular to encourage visitationto surrounding experiences With the significance of the Tahune Airwalk visitation and that to Hastings Caves Ida Bay Railway and Hartz Mountains just toname a few Geeveston simply must perform as a tourism town Its current infrastructure and services are sub-standard and if they do not improve thetown will falter and the region will suffer from a flat or reducing tourism industry
Huonville has operated a visitor information centre (HVVC) for a number of years It has built a model that ensures that it can yield visitor spend based onits visitor profile The current Forest and Heritage Centre (FHC) has more annual visitors than the HVVC These visitors are journeying deeper into theregion and are seeking advice and guidance on what is in the surrounding area and importantly tickets to key attractions
It could be perceived that another visitor centre in Geeveston would cannibalise the sales of Huonville however the two visitor centres should becomplementary and they can be collaborative Even in its current form the FHC is an experience and an important one that is central to the survival of thetown The FHC already outperforms the HVVC on merchandise sales and overall turnover The two sites play different roles in the journey of the visitor andwill sell different product that is more relevant at any point in time This of course will be partly because they will have a different presentation andoffering
Each visitor centre in the region should strive to offer unique experiences and goods if possible however complete diversity is not achievable as there canalso be opportunities for cost efficiencies in stocking general memorabilia and clothing merchandise The diversity of offering onsite is significant enough toencourage multiple visits to VICrsquos throughout the region
The economic impact on the tourism economy in having a visitor centre in Geeveston vastly outweighs any negative impact of minor cannibalization thatmay occur It must also be noted that it is unknown how much opportunity cost is currently being experienced with the FHC in place with greatly restrictedofferings
Geeveston township sustainability and its prospects for growth will be greatly diminished if a visitor centre is not in the town and the surrounding tourismeconomy and community would suffer as a result
Competition in Tourism and Hospitality
There appears to be a gap in the supply of hospitality services for visitors within the township There are currently three hospitality providers in Geevestonbut it is noted that there is an inconsistency in business operating hours lower than acceptable food and service quality and the townshiprsquos services areunavailable or limited after 4pm
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 28
A key element of this plan is for the GTH to be a destination in its own right and a gateway to the lsquoFar Southrsquo Geeveston therefore has a significant role toplay in servicing the increased number of visitors to the township and region and to capture a higher share of visitor spend on food and beverageParticularly during daylight savings months there is opportunity to provide more lunch or early dinner offerings for tourists
A cluster of food offerings ie cafes restaurants within the township will promote both competition and cooperation and grow the townships reputation asa place to eat which is currently lacking Operators will compete to win customers thus encouraging quality product offerings and customer servicedriving innovation in filling gaps within the market
Introducing competitive hospitality providers within the township will aim to raise the level of overall hospitality services and offering to visitors Qualityand appealing food options within the township will help to develop Geeveston as a destination of choice for locals and visitors a reason to visit and tospend time
It is critical that agritourism linkages are in place to support tourism hospitality for the town Quality providers of fresh regional and Tasmanian produce area very important component and the township seemingly has an undersupply of hospitality services of this type particularly of a quality and standard thatis acceptable to interstate and international tourists
Township Performance and Effect on Micro-Economy
This project aims to develop feasible uses for the future of the GTH that will benefit the economy of the region and maintain the building for the future
Geeveston is one of the townships hardest hit by the decline of the forestry industry in Tasmania
The redevelopment of the GTH will bring a new wave of opportunity to the local economy as there will be a raising of the standard of the townrsquos amenitynew service offerings and experiences new employment capital development expenditures increased tourist visitation and commercial development ofthe town in general brought about by competition
Improvement in value capture of the township within the region will have positive ongoing economic impacts for stability for existing businesses andemployment
Without improvement in the township offering and competition the township would not change and keep pace with the demands of the modern touristsettler or business investor
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 29
Implementation Planning
Staged Implementation Overview
The redevelopment of the Geeveston Town Hall can be broken into three key development stages
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
It is proposed that the GTH be operated in future by a new company limited by guarantee (GTH Co) run by a community Board balanced withrepresentatives from the key stakeholder groups The first step in achieving this business plan is the establishment of an operating entity for the GTHbuilding
As part of stage one it is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in
time for the peak tourism season as well as some provision for a community gallery and flexible use space In order to achieve this a number of key
activities would need to occur These include
bull Establishing an organisational structure governance Board and support mechanisms
bull Re-establishment of the visitor centre utilising existing resources and small assets and partnering with the HVVC
bull Resetting the museum and preparing for a new contemporary presentation
bull Seeking assistance with museum for maximising the visitor value from the historical stories
bull Engaging with regional creative industries through the Huon Valley Arts Cooperative Initiative
bull Organising community events that provide value for locals and encourage greater levels of planning sharing and connection with established
activities
bull Organising an initial calendar of ldquoshowcase eventsrdquo for the township and region that would attract Southern Tasmanian visitors primarily for day
trips and visitors from northern Tasmania whilst on intrastate holiday and
bull Establishing an interim identity for the building that signals a change from the current format and function and a transition to the new concept that
can be promoted ahead of time
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 30
Stage one is ultimately a ldquoproof of conceptrdquo stage during this initial stage the Geeveston community and key user groups would need to be engaged with
and challenged to ldquoprove the business modelrdquo before commencement of the stage two developments The key groups include
bull Geeveston Archives and History Society
bull Regional designers artists and gallery owners ideally working through the Huon Valley Arts Cooperative
bull Tourism operators accommodation providers and visitor centre workers
bull Volunteer groups
bull Various other Township associations
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment It is noted that this stage and any future implementation stages would be highly dependent on grant funding and co-contribution funding
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
Stage One ndash Reset the Base
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
To reinstate a Visitor Information Centreon site that also sells local handmadegoods either as stock items or onconsignment with strong linkages to thedesigners retailers
The TTIC must have the ability torepresent the region in a compellingway there must be clear interpretationof the region (lower floor)
Significant generator of visitation toGeeveston encouraging increased lengthof stay and spend
Utilise the existing shop and officeinfrastructure
New tourism and retail display systemsto be implemented
Prior to 201516 peak tourismseason ndash Spring 2015
Local handmade arts andcrafts
Local markets and events
To include a flexible space that cansatisfy community events for local andtourism purposes and include a galleryspace that could house exhibitions from
Low given that use is likely to be a mix ofexhibitions events and meetingsResetting the special layout and creatinga visitor experience that is also a flexible
Likely to be progressive but canrsquotbe too far behind the VICdevelopment
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 31
Community engagement local and Tasmanian artists
(lower floor)
area is the challenge
Detailed planning for the lower floorspace that is not to be utilized by VIC
Cultural and heritage To reset the museum component to theupper floor only
(upper floor)
Moderate refit impact however fullimplementation would result in a highimpact
Staged development is warranted
Initial stage would commenceimmediately ie prior to summer2015
Stage Two ndash Repurpose for Community and increase capacity
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Commercial Gallery with potentiallysignificant curated exhibitions into thefuture
Modest to low given the need to meetminimum standards and be a flexibleexhibition space Security andenvironmental quality issues will beprimary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural andheritage presentation of the region ldquoRe-think museumrdquo
Significant on both space utilization andrequired quality of fit out Maximisingartifacts and interpretation value
Long term design Unknown timing
Community engagement Development of community enterprisetaking a proactive hand in utilising thesitersquos flexible area encouraging creativityand connection
Low given that use is likely to be a mixof exhibitions events and meetings
In line with site development onlower floor
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercialkitchen that can also run communityevents
(lower floor)
Significant due to hospitality kitchenrequirements and goods storage andinout facilities
Commencement as soon aspracticable however operatoridentification will force a delay ndashWinter 2016 is the idealdevelopment timing
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 32
Stage Three ndash Encouraging Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
Creating a tourism hub Potentially some integration of touristservices onsite Yet to be defined ingreater detail
Post 2016 summer period
Creating connections with Heritage Parkand its development
ie bicycle hire storage of key rentableequipment music festival outdoor artsdisplays etc
Emerging linkages that are yet to haveclarity
Unknown
Creating connection with surroundingtownships
ie via bike track maps andpresentations
Accommodation and stop overlocations Services offered at regionallocations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be themarshaling point for all visitors enteringfor experiences Boating Kayakingbiking walking and wilderness visitsThis may require a range of facilities toaccommodate
Unknown
Linkages to local industries Creating connections with theaquaculture industry
ie salmon experiences restaurantoffering
Related to food tourism and foodofferings Could be significant if aseafood experience centre is theconcept eg aquarium and otherfeatures
Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 33
Detailed Implementation Plan
As of 31 October 2015 the Forest and Heritage Centre will cease operation at the Geeveston Town Hall The following table details the majorimplementation tasks for Stage One of the Geeveston Town Hall development with the aim of having a fully functioning Visitor Information Centre andMuseum operating by the end of November 2015 in time for the peak tourism season as well as a community gallery space
Whilst every effort has been taken to identify the key activities that would need to be undertaken to successfully implement stage one final planning andbudget requirements will ultimately need to be undertaken by HVC as the key decision maker and source of seed capital for this venture Of course thefollowing plan and budget may be lower than expected if HVC has the capability to insource some of the establishment works
It is not feasible to provide specific details of implementing further stages at this time but it is noted that any future implementation stages would be highlydependent on grant funding and co-contribution
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 34
Stage One Implementation
Initiative Strategy Task Timing Responsibility Estimated Budget
Establish the OperatingEntity
(Set up stage Sept Oct Nov)
bull Establish legal entity and constitution Sep 2015 HVC $5000-8000
bull Establish representative community Board Sep 2015 HVC $2000
bull Establish foundation budget amp funding Sep 2015 HVC Potentially $15000-$20000
Also linked to TVIN budgetfor assets and stock
bull Finalise human resource plan and recruitment Oct 2015 GTH Co $6000-$8000
bull Execute lease amp other partnership agreements (ie
HVC lease support from Huon Valley Visitor Centre)
Oct 2015 GTH Co $2000
bull Establish tenancy terms with Geeveston Records amp
History Society (for operation of museum)
Nov 2015 GTH Co $1500
bull Set up community support structures
o Establish community events sub-committee
o Hold a community ldquoworking beerdquo
Nov 2015 GTH Co Nil
Establish Visitor Centre
(To be in full operation by 1December 2015)
bull Identify amp purchase operational assets
o Computers amp telephone system
o Office furniture
o Visitor centre signage
o TVIN membership
o Tourism brochure displays
o Retail displays and shelving
Oct 2015 GTH Co Less than $20000
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 35
Initiative Strategy Task Timing Responsibility Estimated Budget
o Initial stock holding
bull TVIN membership Oct 2015 GTH Co Within the above
bull Booking amp reservation system Oct 2015 GTH Co Within the above
bull Refit GTH retail area as Visitor Information Centre
o Booking desk brochure stands racks
poster positions digital signage displays
retail shelving and stands interpretive
display boards etc
o Many items will be made available by
Forestry Tasmania (exact items yet to be
confirmed)
Nov 2015 GTH Co Within the above
bull Finalise HR plan amp undertake staff training Nov 2015 GTH Co Operational budget $2000
bull Develop merchandising plan Nov 2015 GTH Co $2000
(test stock and advice)
bull Finalise budget Nov 2015 GTH Co As above
Reset the Museum
(To be in full operation by 1December 2015)
bull Finalise the commercial agreement with the
Geeveston Records amp History Society
Oct 2015 GTH Co As above
bull Redesign the museum space to the top floor only Nov 2015 GRampHS Unknown but minimal(community project)
bull Seek assistance with interpretive panels Nov 2015 GRampHS Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 36
Initiative Strategy Task Timing Responsibility Estimated Budget
bull Establish a museum operations plan Nov 2015 GRampHS andGTH Co
Nil
Establish CommunityGallery Space
bull Engage with regional creative industries through the
HVC Arts Cooperative Initiative
Oct 2015 GTH Co Nil or minimal
(insourced)
bull Reset dedicated GTH space for community gallery
operations ie partitions and mobile walls
Nov 2015 GTH Co HVCArts Co-operativemembers
Community arts workingbee
Potentially Arts Tas minorsponsorship
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
The Business amp Financial Model
Business Model
Relationship
Tenants
Operator
Owner
Visitor Centre
Internal toGTH Co
The Business amp Financial Model
HVC
GTH CoCommunity
Board
Visitor Centre
Internal toGTH Co
Museum
Outsourced
Gallery
Internal toGTH Co
Cafe Restaurant
Outsourced
Page | 37
Cafe Restaurant
Outsourced
Events
Internal toGTH Co
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 38
Financial Model
The budget for operations of the new venture GTH Co has been created using an approach showing the basis for operations of stage one as a full yearfinancial operational budget forecast The budget has then been built showing the financial impact of more developed operations within a stage two
An overall master budget has been created for the operating entity using the working title GTH Co as well as separate operating budgets for each of thetenants or services operating within the business
Budgets have been cast on an annualised basis due to the uncertainty around timing of start-up and potential capital development periods whereinterruption will be experienced
The core objectives of the financial model are
bull To establish operations on a profit basis using normal commercial principles
bull To ensure that an independent company can be the ldquooperatorrdquo of the GTH that does not require ongoing subsidisation from HVC to remain
feasible
bull To take into account reasonable estimates that follow principles of prudence by overstating costs and understating revenue
bull New operational principles that affect revenue raising have been researched as far as is practicable at this stage based on available source
historical financial data but may require further work
The complete budget papers were tabled at the HVC Workshop on 18th August
Key Assumptions
Several key assumptions have been made in relation to the operating budget and have been built into the Excel cash flow statements These are as follows
Business Unit Stage One Implementation Stage Two Implementation
Visitor Information Centre (VIC) Visitor center sales for attractions in line with historicalperformance Critically the VIC will be selling TahuneTickets along with the normal TVIN accommodationexperiences and products lines
Tahune sales at 30 of total Tahune tickets
Year two growth after renovation Tahune modest growthHastings modest growth 2 CPI price increase across theboard
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 39
Accommodation bookings very low due to locationdisadvantage and local offerings Only 150 room nightsbooked
Stable accommodation bookings at low levels
Merchandise sales based on FHC existing sales plusadditional sales from new stock and consignmentgoods Retention of some existing FHC merchandiseitems to be sought Eg Island specialty timbers andlocal wood crafts
Merchandise growth particularly in regional goods
Stock sales of $150000 at 50 GP
Existing FHC merchandise shop sales are $110K paCOGS at lt 40
Growth in stock sales to $190K
VIC operations run by GTH Co in collaboration withHVVC Some subsidized services paid for to HVVC
No change
All staff employed by GTH Co and staff utilized acrossall functions (inc VIC museum and events buildingdaily operations)
No change
Museum Donations collection based on $18 per donation 12 strike rate
Stable but growing
Contributing rent and electricity No change
Agreement for 40 rent from donations and 10 tostaff costs
Events Minimal events planned for FY16 25 1 eachfortnight Average venue revenue $200 per session
Events growth after refurbishment Some pricing andcommercial terms review due to significant facility change
No labour cost Possible change to labour contribution
Most cost increases borne by external operators using the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 40
Electricity apportioned
Rent applied pa
facility with their own labour
Gallery No commercial gallery operations in FY16
However GTH Co will encourage arts associations toprove gallery concept and offer space at a reducedevent rate for exhibitions
Commercial gallery to launch after refurbishment
Sales of artwork and goods to commence
No budget for capital works at this stage Reliance onvolunteer labour and community contributions for thefirst year
Regionally significant gallery boosts visitor numbers andextends length of stay in the far south
Cafeacute Restaurant No cafeacute or restaurant Cafeacute lease established after renovation during year 2
Rent rates in line with Church St prices $200-250 per weekfor an average cafeacute site
Site Occupancy and Financial Framework
Geeveston Town Hall Co (GTH Co) will hold the head lease for the site with Huon Valley Council GTH Co will have the right to sub-lease the premisessubject to agreed uses and approval of tenants by the full Board of GTH Co GTH Co will negotiate an appropriate rental return with HVC taking intoaccount the establishment costs of the site and the target return for HVC
The holders of tenancies are planned as follows
1 The Visitor Information Centre will be operated by GTH Co and will hold the head lease
2 The Museum will be offered lease terms and be run by the Geeveston Records and History Society The museum will pay rent and also subsidise
staffing costs
3 Events Space is operated by GTH Co and rent contribution will be charged from all revenue received for events
4 A Cafeacute is contemplated for the second period after renovation A lease would be assigned for this space at commercial rates
5 A Commercial Gallery is not planned to launch until after renovation and in the interim arts community members will be welcome to hire space as
per the events space with negotiated pricing terms
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 41
Financial Targets and Contributions
Capital expenditure estimates are currently being prepared and due to the conceptual level of detail are likely to be estimates based on commercialexperience and examples These estimates will be available at the HVC workshop on 18th August and will be provided as part of the complete budgetpapers
Governance Model
The plan for governance is based on the following principles
bull Achieving a community run facility for the benefit of the broader community and economic advancement of the region
bull Encouraging strategic partnerships within community groups public organisations and industry players to achieve greater value for the community
and the building owner than a purely commercial operator could
Governance Proposal
It is proposed that
1 The Huon Valley Council establish a new company limited by guarantee ie Geeveston Town Hall Company (GTH Co)
2 The GTH Co be run by a community Board balanced with representatives from various key stakeholder groups
a The Board needs to have enough members to satisfy the GTH CO community and industry profile
b Board membership may comprise representatives from HVC industry and community
3 The new company would operate as not for profit business and essentially reinvest surpluses into the GTH and its related operations
Board Structure and Operation
It is suggested that an independent Chairman be appointed However if this is not achievable then the Chairman role could be for a fixed term of 2 yearsrotational across the Board members
Board composition may comprise the following
bull Chairman
bull HVC
bull Township associations
bull Key industry players
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 42
It is suggested that subcommittees be assigned by the Board to critical functions that would in turn enable the involvement of community and industrycontributors to assist and provide guidance to key initiatives A single board member could be chair of a sub-committee and could elect to formulatesubcommittee members from the community
The recommended governance model outlined above is for discussion with HVC The final decision regarding governance structure and operation is to bedetermined by Huon Valley Council
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 43
SWOT Analysis
Strengths
bull The Geeveston Town Hall will become an attraction in its own right
bull The reinstatement of a Visitor Centre on site will be a significant generator of visitation to Geeveston encouraging increased length of stay and
spend
o Sale of Tahune Airwalk tickets
bull Long term financial sustainability
bull Town Hall will encourage continuity of employment in the township and on site
bull Efficiencies will be created though the operating entity owning and managing the Visitor Information Centre (VIC)
bull Efficiencies will be created through partnership arrangements between the Geeveston and Huonville Visitor Centre (HVVC) (ie sharing of
technology and staff)
bull Cost savings and intimacy to be achieved through use of volunteers
bull On selling and reselling of regional goods and promotion of local creative industries
bull Creation of greater access and linkages between the building and external spaces and beyond
Weaknesses
bull Start-up organisation with undefined Board
bull Uncertain funding sources and no currently identified seed capital
bull Current museum interpretive content is not contemporary or appealing
bull Reliance on donations to subsidise operation of the museum
bull Gross profit on VIC operations are traditionally low therefore reliance on selling value added Tasmanian products is high at current township visitor
numbers
bull Public toilets must be moved if the overall concept is agreed
Opportunities
bull To create a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
bull To generate economic value for the building with flow on benefits to the surrounding township and region especially within stage two of the plan
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 44
bull To achieve greater community engagement and involvement ie development of community enterprise
bull To facilitate industry involvement and collaboration between tourism creative industries and agribusiness sector businesses
bull Raise the level of hospitality services within the town and offering to visitors
Threats
bull Duplication of visitor information services within the region
bull Cafeacute restaurant competing with existing hospitality businesses in the township
bull If the VIC is not implemented decreased visitation to the town and region resulting in lower VIC bookings commissions and retail sales achieved
bull Ability to encourage revisitation to the area
bull Ability to attract appropriate tenants to Stage 2
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 45
Risk Analysis
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
1 No action taken amp the GTH becomesdormant
H M This would be catastrophic for the townshiprsquos economy
2 Stage one startup capital notavailable
H L Refer point 1
3 Funding for stage two notachievable
M M Commence advocacy lobbying and applications for funding at the earliestopportunity to enable works commencement no later than autumn 2017
4 Building budget for concept is largerexpectations and funder capacity
M L Lobby State and Federal Government on the merits of supporting regionaleconomies for the longer term economic and social benefits
5 Ability to attract appropriatetenants to stage two and beyond
H L At the earliest stage promote the changing nature of Geeveston and itsregion along with the tourism plan for the Huon Valley Early discussionswith likely tenancy applicants are important
6 Township toilets relocation becomesproblematic for HVC capital budget
M M Build toilets relocation into capital works budget for GTH to ensure thatthe overall project works are budgeted taking a holistic view
7 Introducing a second VIC to theregion may cannibalise the sales ofHuonville
M L The two VICs should be complimentary and they can be collaborativeThe two sites will have a different presentation and offering and will selldifferent product that is more relevant at any point in time
Some minor canabalisation may occur but Geevestonrsquos sustainability andits prospects for growth will be greatly diminished if a VIC is not in thetown and the surrounding tourism economy and community would
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 46
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
suffer as a result
8 VIC not authorised to sell TahuneAirwalk tickets and overallcommission revenue is lower thanexpected
H L Provided the new operator has a sound business structure and a goodworking relationship can be developed Forestry Tasmania would givefavourable consideration to the new operator selling tickets oncommission for Tahune Airwalk The industry standard of 15commission would apply to ticket sales
9 VIC retail sales revenue is lowerthan expected
M L Adjust operating costs to suit adjust retail products and pricingGenerate community support to encourage township visitation increasesfrom intrastate markets
10 Tahune take steps to restrict VICsales via significant onlinedevelopment and discounting
M L Communicate the total offering of the GTH to inbound tourists andcreate partnerships with feeders and referrers for travel to GTH
11 Current museum interpretivecontent is unappealing and notcontemporary
H M This is a core issue for the holding of tenancy for the Museum componentIn future the value generated by experiences and offerings will beparamount for feasibility and sustainability
Encourage the Geeveston Records and History Society to seekprofessional help immediately
12 Museum donations revenue arelower than expected
L M Little can be done about this Review and potentially improvecommunications to visitors Bundle a value-add with the museum andcharge an entry price Much is dependent on the strength of the offering
13 Introducing competitive hospitalityservices within the town seriouslyaffects viability of other operators
M L Township operators must stand on their own competitive positioning Iftownship traders choose not to change or offer greater value and aretherefore not preferred then the free market must be allowed to operate
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 47
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
to the future viability of the town
14 Governance structure fails M L Building owner to reset the lease of the building and remove theoperator
Building owner may provide support and guidance in the initial stages ofcompany establishment to ensure a successful first year of trading andongoing partnership in the stage two building development process
Balanced board members and appropriate representatives withprofessional skills are a key issue for governance success
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 48
Appendix A
Architectural concepts have been created by project architect Preston Lane The concept drawings demonstrate how the building could be renovatedimproving its utility for these purposes and also improving the main street of the town including greater open public area surrounding the building on themain street connection to Heritage Park and the township car park
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 49
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 50
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 51
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 52
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 1
Contents
Executive Summary 3
Scope and Purpose of the Feasibility Stage 4
Core Objectives 4
Work Tasks 4
Referenced Documents 5
Huon Valley Community amp Economic Profile 6
Key Statistics 6
Employment 7
Key Industry Sectors 7
Businesses 8
Geeveston Community amp Economic Profile 9
Key Statistics 9
Employment 10
Key Industry Sectors 10
Businesses 11
Drivers of Economic Development 12
Tourism Visitation 13
Assessment of Geeveston as a Visitor Destination 16
Geeveston Town Hall Precinct 18
Geeveston Township Context 18
Current Use and Use Issues 18
Assessment of the Town Hall Building 19
National and International Perspectives 20
Global Adaptive Reuse Project Case Studies 20
Australian Town Hall Redevelopment Project Case Studies 27
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 2
Stage One Stakeholder Engagement 40
Stakeholder Meetings 40
Stakeholder Workshop 40
Geeveston Town Hall SWOT Analysis 44
Strengths 44
Weaknesses 44
Opportunities 45
Threats 45
Situational Summary 46
Vision amp Objectives 47
Recommended Vision amp Intent for Geeveston Town Hall 47
Recommended Objectives 47
Development Strategy Options 48
Primary Options for Development and Use 50
Stages of Development 52
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 3
Executive Summary
This feasibility study for Huon Valley Council has been prepared within the context of planning for the future of the Geeveston Town Hall (GTH)
Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building for the future
This project has considered the issues surrounding the economy of the area drivers of tourism visitation to the area issues surrounding the GTH building itself and adaptive reuse examples from other parts of Australia and the world in circumstances where an historical public asset requires a new future
Importantly this project has sought community ideas and feedback through a formal stakeholder workshop and conversations with a range of community and industry stakeholders This has provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre
2 Museum interpretation centre
3 Gallery amp exhibition space
4 Flexible events space
5 Hospitality services (cafeacute restaurant commercial kitchen)
6 Integrated tourism operations
7 Seafood experiences
8 Public amenities
Architectural concept drawings will need to be further developed in conjunction with the project architect Preston Lane showing the special characteristics and use detail and demonstrating how the building could be renovated improving its utility for these purposes
These use opportunities and design concepts will be offered for public consultation in July 2015
A detailed business plan will be developed for the preferred use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 4
Scope and Purpose of the Feasibility Stage
The scope of this stage of work as per the project brief is as follows
Core Objectives
To assess identified options to enable a recommendation to be made on the most viable and sustainable option for the centre
Assessment will include
Consideration of each identified option
Consider industry best practice for each of the identified options
Identification of potential impacts on the building and its infrastructure for each option (ie space required fit out people flow through building access
requirements etc)
Cost benefit analysis for recommended option identified
Work Tasks
1 Research uses for town halls and key central public assets across other townships in Australia and overseas Find as much comparative data and descriptive
information as is feasible to inform the project team and stakeholders
2 Record and assess each configuration in a comparative analysis Qualify the differences and benefits of different approaches taken elsewhere
3 Consult with industry professionals in networks with Australian and global experience to gather ideas experiences and advice
4 Generate key concepts for development
5 Map the requirements
a uses business types and offerings
b impacts on local township businesses
c technical requirements for each use
d site user issues
e asset development issues and
f estimate base costs to develop
6 Generate alternatives for the site within the feasibility study that should be considered This will link closely to any possible concept alternatives within the
design process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 5
Referenced Documents
The following Huon Valley Council publications were read as background information in the development of this feasibility study
2010-2015 Strategic Plan
2014 ndash 2015 Annual Plan
Huon Valley Council Economic Development Strategy
Heritage Park Site Development Plan
Huon Valley Regional Tourism Strategy
Huon Trail Marketing Plan 2014-15
Far South Regional Tourism Strategy
Arts amp Heritage Strategy and Action Plan 2012 ndash 2017
Community Engagement Framework
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 6
Huon Valley Community amp Economic Profile
The Huon Valley is a vibrant semi-rural community located a comfortable 30-minute drive south of the Tasmanian capital city Hobart It is Australiarsquos southernmost municipal area with a population of more than 15000 people
The Valleyrsquos 5497 square kilometres is dominated by meandering waterways and forested hills The regionrsquos fertile landscape produces a dazzling array of quality foods that has helped Tasmania earn its reputation as a food-lovers paradise
The Huon Valley is also a haven for yachting and boating enthusiasts with easy access to the Huon River and DrsquoEntrecasteaux Channel These waters offer world class fishing sailing diving and rowing experiences
Our magnificent waterways are not the only attractions The area is also renowned for its mushrooms wine seafood fruit and other gourmet delicacies The gourmet food festival Taste of the Huon held each year in March is a weekend celebration of the best produce the Valley has to offer
Source httpwwwhuonvalleytasgovauregion
Key Statistics
Resident population 15140
Median age 42
Number of households 5812
Median total household income ($weekly) 868
Unemployment rate 66
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 7
Employment
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 8
Businesses
There are approximately 1175 businesses in the Huon Valley region encompassing Huonville ndash Franklin Geeveston ndash Dover and Cygnet The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 9
Geeveston Community amp Economic Profile
Geeveston is a small township nestled in the lower reaches of the scenic Huon Valley It has a strong apple growing and forestry heritage and today caters for travelers exploring the nearby forests Hartz Mountains National Park and Picton and Huon rivers
Surrounded by rolling hills and the nearby mountains Geeveston has a range of shops eateries and local attractions and a main street full of hand-carved timber sculptures of famous locals
Apple orchards grow in the lush green valleys nearby and during autumn visitors can buy buckets of Pink Lady Crofton Geeveston Fanny Apple Red Delicious Granny Smith and Fuji apples from roadside stalls
Theres also a creative community of artists and makers who sell their wares on the main street and at a regular market
West of Geeveston is the Tahune Forest Reserve and the popular Tahune Airwalk Here you can walk amongst the treetops past rare species some found only in Tasmania The walkway rises up to 48 metres above the ground and extends for around half a kilometre over the Tahune State Forest and Picton River
Source httpwwwdiscovertasmaniacomauaboutregions-of-tasmaniahobart-and-southgeevestonwhat-to-do|page-1
Key Statistics
Resident population 1430
Median age 41
Number of households 549
Median total household income ($weekly) 765
Unemployment rate 77
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 10
Employment
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 11
Businesses
There are approximately 278 businesses in the Geeveston ndash Dover area The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 12
Drivers of Economic Development
Although it is outside the scope of this project to plan more broadly the economy of the region as Council already has an Economic Development Strategy it is still important to focus on the drivers of economic performance as they are related to the Geeveston Town Hall and the overall Geeveston township and surrounding region
Below are performance measures and targets offered for discussion and further clarification within the context of this project It must be recognized that a singular building development is incapable of being responsible for the total performance of a region however it is also important for this planning project to identify with the overarching objectives for the region One of the major drivers of growth for the region is tourism as this is a natural strength of the region and also a key driver of opportunities where scale and economic diversity can be achieved
Industry Performance Measures for Discussion
Industry Performance Measure
Tourism and Hospitality Room night stock
Visitors to region (total visitors to Geeveston)
Length of stay (nights)
Average spend during stay
Jobs by business type
Jobs created in annual period
$ investment in new activities and assets
Number of new businesses
Other Industries
Seafood and fisheries
Forestry
Creative industries
Jobs by sector
Jobs created in annual period
$ investment in new activities and assets
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 13
Primary production (farming)
Manufacturing (food industrial commercial and consumer goods)
Retail (food consumer goods)
Services (health education transport etc)
Number of new businesses
Tourism Visitation
The Huon Valley
The Huon Valley prides itself on its pristine environment rich living history strong maritime connections temperate wilderness unique accessible wildlife world renowned food and wine and seasonal climate variations
The Huon River is an iconic natural feature of the Huon Valley and weaves its way through the five main townships of Huonville Franklin Cygnet Geeveston and Dover The region has a long maritime and forestry history and is augmented by a rich cultural heritage
The Huon Valley encompasses two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks
Tourism is a key economic driver in the Huon Valley and the region leverages from its two major tourist attractions ndash Tahune Airwalk and Hastings Caves and Thermal Springs
Source Huon Valley Attractions and Experiences Prospectus ndash April 2013
The table below shows a range of statistics based on interstate visitation to Tasmania from January 2011 to December 2014
The Huon Trail commences at Taroona and travels south to Kingston where it splits into two distinct areas of the Huon Valley and DrsquoEntrecasteaux Channel areas Interstate touring route holiday visitors to the Huon Trail increased 23 in 2013 from the previous year and further increased by 32 in 2014 to 154007 visitors
In the 12 month period from January 2014 to December 2014 there were 55687 interstate visitors to the Tahune Airwalk down 20 from the previous year and 22911 interstate visitors to Hastings Caves and Thermal Springs down 11 from the previous year
It would appear from the data below that new accommodation came online in both Cygnet and Huonville during 2014 with a significant increase in overnight visitor numbers and nights stayed in these locations However it is noted that this data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 14
Jan 2011 - Dec 2011 Jan 2012 - Dec 2012
change from
previous period Jan 2013 - Dec 2013
change from
previous period Jan 2014 - Dec 2014
change from
previous period
Day Visitors
Dover (Until June 2006 from July 2007) (Visited) 12141 12439 245 13610 941 12330 -940
Geeveston (until June 2013) (Visited) 38243 37663 -152 26013 -3093 - -
Cygnet (from July 2013) (Visited)~ - - - 14341 - 37329 16030
Huonville (Visited) 73169 68188 -681 75154 1022 67202 -1058
Cockle Creek (from July 2005) (Visited) 9085 7179 -2098 8132 1327 8046 -106
Overnight Visitors
Dover (Until June 2006 from July 2007) (Overnight) 8157 5610 -3122 7906 4093 9223 1666
Geeveston (until June 2013) (Overnight) 5616 7092 2628 4481 -3682 -
Cygnet (from July 2013) (Overnight)~ - - 2521 - 10914 33292
Huonville (Overnight) 15009 12819 -1459 17891 3957 25069 4012
Cockle Creek (from July 2005) (Overnight) 4175 4819 1543 5349 1100 6182 1557
Total Number of Nights Stayed^
Dover (Until June 2006 from July 2007) 37159 66172 7808 18601 -7189 27257 4654
Geeveston (until June 2013) 36663 19441 -4697 8153 -5806 - -
Cygnet (from July 2013)~ - - - 9343 - 75362 70661
Huonville 103104 96799 -612 68458 -2928 140297 10494
Cockle Creek (From July 2005) 11035 12242 1094 14947 2210 12932 -1348
Average Number of Nights Spent^
Dover (Until June 2006 from July 2007) 46 118 720 24 -940 3 06
Geeveston (until June 2013) 65 27 -380 18 -090 - -
Cygnet (from July 2013)~ - - - 37 - 69 32
Huonville 69 76 070 38 -380 56 18
Cockle Creek (From July 2005) 26 25 -010 28 030 21 -07
Average Spend per Visitor ($000)
Average Expenditure per Visitor 1631 1542 -0089 153 -0012 1645 0115
Holiday 2425 217 -0255 2224 0054 2284 006
VFR 088 0949 0069 0862 -0087 0997 0135
Business 113 1166 0036 1153 -0013 1112 -0041
Other 1585 1809 0224 1371 -0438 1336 -0035
Attractions Visited
Tahune Forest Airwalk (from July 2001) 56747 54166 -455 69802 2887 55687 -2022
Hastings CavesThermal Springs 22105 22011 -043 25817 1729 22911 -1126
Touring Route Holiday Visitors
Huon Trail 128232 121686 -510 149298 2269 154007 315
Places stopped and looked around but did not stay overnight
This data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Visitor data for Geeveston was collected until June 2013 so the Jan 2013 - Dec 2014 represents only a 6 month period
~ Visitor data for Cygnet was collected from July 2013 so the percentage change from the previous 12 month period is based on only a 6 month period in the Jan 2013 - Dec 2014 period
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 15
Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk The forests in the region provide the idyllic setting for bush walking fishing bird watching and mountain climbing and biking
As detailed in the table above in the 6 month period from January 2013 to June 2014 there were 26013 day visitors and 4481 overnight visitors to Geeveston from interstate staying an average of 18 nights
It is hard to comment accurately on current visitor trends in Geeveston as Tourism Tasmaniarsquos Tasmanian Visitors Survey ceased collecting data for Geeveston in June 2013 However visitor numbers to the township appeared to be on track to increase in 2013 with 26013 visitors in the 6 month period from Jan 2013 to June 2014
Source Tasmanian Visitors Survey 2014
Tahune Airwalk
Interstate visitors to the Tahune Airwalk were up 29 in 2013 from the previous year but dropped 20 in 2014 to 55687 Source Tasmanian Visitors Survey 2014
Based on this 80 per cent of visitors to Tahune Airwalk are from interstate with the remaining 20 per cent from intrastate
The table below shows Tahune Airwalk ticket sales from 201112 to present
201112 201213 201314 201415 (ytd)
201516 (forecast)
Total Tahune Airwalk Ticket Sales 63566 72982 69347 70759 80000
sold onsite 40 50 55 55
sold online 10 10 10 10
sold at Geeveston Forest amp Heritage Centre 45 35 30 30
sold through TTICs (Hobart amp Huonville) 5 5 5 5
Source Forestry Tasmania May 2015
Total visitor numbers to the Tahune Airwalk have been steady at around 70000 tickets sold per year for the past 3 years Ticket sales through the Geeveston Forest and Heritage Centre have slowly decreased from around 45 to 30 over the past 3 years currently representing approximately 23000 sales as the share of onsite ticket sales has increased Source Forestry Tasmania 2015
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 16
Tickets sold through the Huonville TTIC represent less than 1 with only 701 bookings made to date this year Source Huonville TTIC May 2015
Hastings Caves amp Thermal Springs
Interstate visitors to Hastings Caves and Thermal Springs were up 17 in 2013 from the previous year but dropped 11 in 2014 to 22911 Source Tasmanian Visitors
Survey 2014
The majority of tickets are sold online or onsite
Tickets sold through the Huonville TTIC represent less than 1 with around 100 bookings made each year Source Huonville TTIC May 2015
The Geeveston Forest and Heritage Centre has not been a great promoter of Hastings Caves with only 400 brochures supplied per annum in previous years
It is noted that in the last period that the Geeveston Town Hall operated as a Visitor centre sales of tickets to Hastings Caves represented around 1000 tickets
A conversation held with manager of Hastings Caves indicated that they are very supportive of improving visitor services within Geeveston and are very keen to be involved in establishing a greater level of interpretation and promotion of the experience
Assessment of Geeveston as a Visitor Destination
Based on an assessment of the total list of tourism related businesses for the region there are clearly some significant strategic gaps that need to be addressed for Geeveston and the South to generate greater yield from organic visitation and encourage growth of tourism market share
Most notably the major gaps in developing a more robust tourism economy are as follows
Gap Indicators
Inadequate visitor information services There are estimates of as many as 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek visitor information about surrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unable to purchase or book anything other than tickets to the Tahune Airwalk The closest TTIC is located at Huonville
Undersupply of accommodation options for all segments of the tourism market
In 2014 visitors stayed a total of 140297 nights in Huonville and 75365 in Cygnet a total of 215662 nights The number of visitor nights captured in Geeveston has significantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston is relatively unchanged and there is opportunity to capture a larger share of visitor nights
Undersupply of wilderness and agritourism As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 17
attractions and experiences wilderness waterways and environmentally based tourism experiences Considering the proximity of two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks and the strength of the agricultural sector an assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
Undersupply of hospitality services to satisfy visitor requirements
An assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of hospitality services for visitors There are a total of three hospitality providers in Geeveston
Bakery
Cafeacute
Massaki Sushi
It is noted that there is an inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there is opportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
Lack of dynamism and contemporary presentation for the history and heritage of the region
Capital expenditure on the streetscape and the main street buildings has been very minor with little change over many years
The format of the current Geeveston Forestry and Heritage Centre displays is not contemporary and is not managed to actively encourage re-visitation
An obvious gap in the appeal of township facilities and amenities to encourage a feeling of comfort and enjoyment ie creating social spaces in which people want to stay and spend time
General visitor services are not up to standard compared to other places with high quality facilities
The recognised natural advantages that the region holds in terms of wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the far south are well noted as ldquoday triprdquo destinations from Hobart or Huonville Geeveston needs to reposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 18
Geeveston Town Hall Precinct
Geeveston Township Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated as a visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community business model
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has a strong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelings of well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wish to activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see as valuable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania do not intend to continue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This business includes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestry operations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays and similar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver of visitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction with visitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the area Geeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead the Forestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centre have shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for the township and all tourism and visitor activities the region has to offer
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 19
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatly interested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to be regularly involved Even the Geeveston Records and Historical Society are rarely involved in the site to organize events or to manage the presentation layout for the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalk tickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from this activity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas Some observations include
The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy the place
The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural advice to plan for
contemporary commercial and community use
The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access and to
appreciate the surrounding offering of main street Geeveston
There is ample parking adjacent to the building that already services commercial and private road users
The building is within close proximity to Heritage Park that currently has a master plan under development
The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to other sites
of this type
Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great potential for
refitting for multipurpose use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 20
National and International Perspectives
Global Adaptive Reuse Project Case Studies
The following case studies have been gathered from across global markets and showcase some significant adaptive reuse projects Although these international examples are of an industrial scale they provide lsquofood for thoughtrsquo and inspiration
Battersea Power Station England
Images Battersea Power Station and Keith Evans
Easily one of the most recognised landmarks on the banks of the River Thames in London Battersea Power Station has been lying abandoned for decades Like the old power station just around the bend of the river ndash the Tate Modern ndash there have been calls to pull down the dilapidated structure for a number of reasons Some said that due to its size it would be too expensive to redevelop others claimed that the elements had given it such a bettering over the years that it had become relatively unsound Now after numerous failed attempts to revive the building and immediate area plans for one of the biggest redevelopments the south bank of London is yet to see are afoot and they certainly look impressive Proposed by Dublin-based Treasury Holdings the new design will see a mainly industrial area of London go green which is what the potentially lucrative Nine Elms area around Battersea has been crying out for The new pound55bn scheme includes plans for 3700 homes built alongside offices shops and restaurants on the 40-acre site The famous chimneys are to be restored to their former glory and the landmark building will house a conference centre among other things The new plans will also offer uninterrupted views of the Palace of Westminster on the opposite banks one of the stipulations of the new development and the reason Treasury Holdings earlier plans which included a huge lsquoeco-domersquo (pictured above) were rebuked
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 21
Sewage Silos Netherlands
Images Arons en Gelauff
Early in 2009 Amsterdam city planning ran a competition for an adaptive reuse project concerning a former sewage treatment plant in the Zeeburg district of the city The winning design was a proposal for a multifunctional cultural centre which would house exhibition spaces a media centre movie theatre and theatre hall crowned by a rooftop restaurant in one silo and an open rooftop playground in the other
The winning plan was inspired by Hollandrsquos most popular childrenrsquos book author the late Annie MG Schmidt hence the playfulness of the design Arons en Gelauff architects involved in the project said the main aim was to ldquobreathe new life into the silos transforming them into an inspiring and lively place which will help shape the character of the new Zeeburgereiland housing districtrdquo The Annie MG Schmidt House is marked for completion in 2011
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 22
Gasometer City Vienna
Images Andreas Poeschek and via Dornob
One of the most successful residential reuse projects is Gasometer City in Vienna Austria Four immense disused gasometers were successfully revamped in the late lsquo90s and have since become infamous in the world of adaptive reuse
Built in 1896 when Viennese authorities decided to invest in large-scale coal gas and electricity supplies the gas plant serviced the locale and beyond for a good 88 years until it was shut down permanently in 1984 after natural gas supplies took over Although life in the cylinders didnrsquot completely disappear raves were hosted from time to time popular because of the acoustics inside the drums and one housed a set for the movie James Bond The Living Daylights Then in 1995 the decision was made to revitalize the gas plant
With the proviso that the brick exterior of the gasometers was to be kept intact each gasometer was remodelled by a particular architect Jean Nouvel (Gasometer A) Coop Himmelblau (Gasometer B) Manfred Wehdorn (Gasometer C) and Wilhelm Holzbauer (Gasometer D) all four with specific zones for living working and entertainment The result produced a vast walled city within a city The unique redevelopment has since become a sought after place to live with a close-knit inner community and is looked upon as a very successful example of adaptive reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 23
Tate Modern London
Images Walk Talk Tours Jim Linwood Bleuchoi Andrew Dunkley and The First Word
Reaching high into Londonrsquos skyline is the Tate Modern a magnificent old oil-fired power station which now houses an international collection of contemporary art dating from 1900 onwards It has become the most visited tourist attraction in London surpassing even the National Gallery and the British Museum and the most visited modern art museum in the world
Designed by Sir Giles Gilbert Scott who incidentally also designed Battersea Power Station and one of Britainrsquos other iconic symbols ndash the red telephone box the original Bankside Power Station was built in two stages from 1947 to 1963 finally turning off the pumps in 1981 For a long time the building was under the beady eye of developers who were quick to mark it for demolition but after impassioned pleas by campaigners to save the building were heard a competition for redevelopment ensued and at the beginning of 1995 Swedish architects Herzog and de Meuron won the battle to build Londonrsquos next big thing
The gallery opened to much acclaim in 2000 and has attracted more than 30 million visitors since Its success is partly due to its situation on the banks of the Thames but also because of the use of space within the building The main Turbine Hall a huge space of 3400 square metres that once housed the main electricity generators was fortunately left in its original form providing a vast gallery for art installations that often require public interaction and appreciation of the space It is this space and its ability to be so successfully transformed time and time again that has changed peoplersquos perceptions of art which is no doubt so much more than the architects were hoping for in their redesign
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 24
Water Plant Berlin
Images via One Eight Nine
When two artist friends Michael Elmgreen and Ingar Dragset decided to set up a livework space they didnrsquot bargain on getting such a good deal For just US$700000 the DanishNorwegian pair purchased a disused water pumping station in suburb very close to Berlin City Centre The building had been left empty since the early 1990s with few interested buyers as it was located in the middle of a residential district ndash no longer right for industrial use and too awkward to be tackled by some developers ndash so Elmgreen and Dragset jumped at the chance to work their magic on the generous space
The artistic partners who have exhibited around the world enlisted the services of two young architects Nils Wenk and Jan Wiese to help transform the pump house into an artistrsquos workspace and home It was important they applied concepts from their art into the redesign and a love of spatial challenges saw them breaking down more walls than were built
ldquoWe deliberately made the borders between the work and living spaces fleetingrdquo Ingar Dragset told the New York Times ldquoThe combination of vast floor space and the small quirky nooks means you can be very hidden here or very exposed depending on your moods or needsrdquo
Even after getting happy with a sledgehammer the old water pumping station now accommodates two separate private areas for the artists a generous kitchen four bathrooms an attic living room and some of the most spectacular light-filled living and working spaces
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 25
Cafeacute Restaurant Amsterdam
Images Wili_hybrid and Cafe Restaurant Amsterdam
Housed in a former water-processing plant Cafe Restaurant Amsterdam is one of the cityrsquos chicest eateries Dating back to the late 1800s the building is left mostly intact with the main pumps proudly on display in the main part of the restaurant The large space is lit with huge floodlights in the evenings reclaimed from the former Ajax and Olympic football stadiums in the city The interior may look crude to some but to other it offers a unique dining experience and will always provide a talking point when therersquos a lull in the conversation
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 26
CasaComvert Milan
Images Giuliano Berarducci and studiometrico
A number of years ago clothing design company Comvert asked Milan-based interior architects Studiometrico to find a new HQ for their growing company that would fit a very particular brief Comvert ndash a company founded by four skater friends in 1994 design produce and distribute snowboards clothing and accessories for both skate and snow boarders under the brand name bastard ndash wanted their new space to house their flagship shopfront a design studio office warehouse and a useable skate bowl all within the one building And in spring 2005 Studiometrico came up trumps they had found an old 1950rsquos cinema big enough to fulfil all Comvertrsquos needs
Studiometrico retained as much character of the old building as possible in fact the foyer which is now the administration centre of the building looks relatively untouched while the dress circle has been converted to an amazing design studio and office space providing the perfect creative working area But it is the suspended skate bowl that makes the refit so successful Hanging six metres about the warehouse space the skate bowl affectionately known as bastard bowl fills what was once the void above the seating area in the cinema and is the main pride and joy of the Comvert partners who must have to pinch themselves when they go to work every morning ndash if only everyone was so lucky
Source httpwwwarchi-ninjacomexcellent-examples-of-adaptive-reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 27
Australian Town Hall Redevelopment Project Case Studies
The following examples of adaptive reuse of public town halls and civic buildings within Australia are of a smaller scale and are a much more direct comparison to the Geeveston Town Hall situation Although many of these are larger buildings and in larger population centers the historic use and new use opportunities are similar The desk research process has uncovered summary information and we have held an interview with the most relevant project (Murray Bridge Town Hall South Australia)
Ballarat Civic Hall Redevelopment ndash City of Ballarat Victoria
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 28
In 2012 SGS Economics amp Planning were commissioned by the City of Ballarat to explore options for reuse or redevelopment of the existing structure of the Civic Hall as a performing arts andor function venue and detail a shortlist of preferred options This could extend to options that involve partial demolition alterations or additions to the building
The full suite of uses of the Ballarat Civic Hall as a performing arts or function venue was scoped through discussion with the City of Ballarat and included
Performing Arts Uses Function Uses
TheatrePlayhouse
OperaticBallet Theatre
Multipurpose Performing Arts Venue
Secondary Education Performing Arts
Tertiary Education Performing Arts
Performing Arts Training Facility
Exhibition Venue
Conference Venue
Reception Centre
Nightclub
Live Music Venue
Dance Hall
Offsite School Function Facility
Cinema
Two other uses were identified for the site
University Student Accommodation
Visitor Information Centre (VIC)
Each potential use identified was analysed against demand and supply with reference to demographic and visitors data If there appeared to be insufficient demand to support an activity even as part of a shared facility at the Civic Hall it was eliminated from the process
The following uses of the Civic Hall appeared to be supported by demand and were largely compliant with Council policies for the use of publically owned and administered spaces
A multipurpose venue that accommodates medium to large exhibitions (ideally 1000 ndash 2000 square metres) and performing arts classes training and
performing arts company administration offices (This could theoretically be achieved with the use of moveable partition doors to create divisible spaces for
exhibitions and performing arts spaces)
A mid-size (greater than 300 and less than 3000 patrons) indoor live music venue
A range of financial modelling and social impact assessment was undertaken on the two preferred options
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 29
Societal cost benefit analysis demonstrated that the multipurpose venue option would not provide sufficient community benefits to outweigh the cost of redeveloping and operating the Civic Hall Financial analysis showed that income from the various uses of the site as a multipurpose venue would be insufficient to offset the publically incurred cost of operating the facility for this purpose
Societal cost benefit analysis demonstrated that the live music venue option provided significant user benefits to live music event attendees and increased the offering of live music performances (across a variety of genre) in Ballarat However a live music venue would result in a weak positive cash flow during the operating phase with a failure to pay back the initial investment
Source httpwwwballaratvicgovaumedia1867737ballarat_civic_hall_reuse_redevelopment_final_reportpdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 30
Bay Discovery Centre amp Glenelg Town Hall Service Review ndash City of Holdfast Bay South Australia
In February 2008 Hudson Howells was engaged by the City of Holdfast Bay to undertake a review of the Bay Discovery Centre (BDC) as a community and visitor service and evaluate the current and future commercial tenancy options for the Glenelg Town Hall (GTH) building as a whole with the goal of making the BDC and the GTH building generally more financially viable for Council
It is noted that the City of Holdfast Bayrsquos Economic Development Strategy has three key objectives
Tourism
Shopping amp activity precincts and
Business development and employment generation
The question is whether the GTH is the right location for the BDC and whether the GTH could be put to an alternative use that would generate a better community benefit
A stakeholder workshop identified the high priority space usage and tenancy options for the BDC and GTH generally as
Tourist visitor information centre
Combined library Internet history centre Council customer service centre with cafeacute coffee shop
Museum of South Australia
Gift shop ndash merchandising souvenirs
Glenelg Town Hall
The GTH is in an outstanding location but the design of the building its faccedilade and its heritage listing conspire to severely limit its commercial appeal
Council has the BDC as a tenant but it is questionable whether this is the optimum location for a museum interpretive centre
The building lacks lsquostreet presencersquo and this is likely to be an ongoing problem given its state heritage listing
This attribute makes the building unattractive to potential retail and hospitality tenants but might not be such a problem for the professional business services
sector This makes attracting additional tenants problematic
The faccedilade of the GTH is dull and uninviting and the Moseley Square entry foyer is not overly welcoming
Parts of the GTH are in disrepair and a large amount of space is under-utilised
Given its location a significantly refurbished GTH site could generate the following income
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 31
Retail space $700 - $800 per square metre per annum
Restaurant space $300 - $500 per square metre per annum
Office space (new) $300 per square metre per annum
o In its current state the GTH might generate in the order of $100 per square metre per annum as office space
Other possible options identified for the Glenelg Town Hall include
Boutique hotel
Grannypackers lodge
Function conference centre with or without a hospitality training school
If the GTH was converted into a hotel lodge or function centre what would become of the BDC
Bay Discovery Centre
The BDC has recorded significant visitor growth over recent years
The BDC plays a major role in entertaining informing and educating not just the Holdfast Bay community but also national and international visitors
The BDC has relatedly high running costs
The BDC has little visual street presence ndash potential visitors typically need to be lsquoalertedrsquo to discover it
The BDC has little in the way of neighbouring establishments that are likely to draw foot traffic
The display space lacks flexibility and is constrained by limited floor space
The gallery space is on the mezzanine floor
The BDC is located away from other Council services notably the history centre the libraries and the customer service centre
There was strong support at the stakeholder workshop for a lsquoone stop shoprsquo that would include a customer service centre history centre library internet cafeacute community centre museum and visitor information centre In addition a volunteer training centre could be considered for inclusion
Conclusions
There are opportunities for the BDC and GTH to become revenue neutral
There is a broader strategic issue which needs to be addressed by Council and that is one of potentially consolidating a range of Council services into a lsquoone stop
shoprsquo
The GTH is currently under-utilised but has the potential to be adapted to more suitable economically viable uses such as a boutique hotel grannypackers
lodge or function conference centre with or without a hospitality training school
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 32
The Visitor Information Centre incorporating a gift shop currently operated by the Dolphin Cage could form part of the BDC and contribute in the order of
$90000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to introduce an entry fee which could contribute in excess of $100000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to increase revenue from school groups and bus tours to offset the BDCrsquos operating costs
Stage 2 of this project will comprise a Key Issues Paper and Recommendations specifically addressing issues critical to the BDC and the GTH becoming revenue
neutral Council operations
Source httpswwwholdfastsagovauwebdataresourcesminutesAgendas294_-_Attachment_3a_-_240608pdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 33
Gawler Connect ndash Town of Gawler South Australia
Gawler Connect is an exciting new proposed infrastructure project aiming to rejuvenate Gawlerrsquos Town Hall Institute and Main Street into an Arts Cultural and Community Hub The population of Gawler is predicted to double to 40000 in 10-15 years and there will be an increasing demand on civic and community services
The proposed project will create a lsquoSmartrsquo Library Youth Lounge amp Multimedia Performance Space Cultural Heritage Gallery and Heritage Research Centre Community Arts Space a new National Broadband Network Co Office and Business Incubator Center as well as a street front Tourism and Visitor Centre and Cafeacute with multipurpose spaces available for community use
Gawler Connect will create a vibrant regional Cultural Hub ndash bringing people together in a safe and freely accessible space that inspires all generations through the provision of a range of state-of-the-art spaces and services with an arts and cultural focus The inclusion of a new Tourism and Visitor Centre and Cafeacute co-located with an interpretive heritage gallery fronting the main street will create a vibrant focus and have a flow on effect in attracting visitors and new investment into cultural tourism and the region
Key features
A lsquoSmartrsquo interactive Library with state-of-the-art IT facilities
A National Broadband Digital Services Centre
Digital Media Arts amp Cultural Performance Spaces
Cultural Heritage Exhibition Gallery
A Multi-media Youth Lounge
Heritage Research Centre
Business Incubator Program
Tourism amp Visitor Centre
Cafeacute
Council Customer Service Desk
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 34
Benefits to the community amp region
A major infrastructure project creating local job opportunities
Restoration conservation and adaptive re-use of two State heritage-listed buildings
Significant art heritage and cultural collections on display
Provide space and support for local and regional performing artists
Revitalisation of Gawler Main Street precinct
The project timeline is proposed from October 2013 to December 2016
Council-managed cash contributions for the overall project of about $25 million are proposed (this is in addition to the other allowable Council matching contributions) Council is proposing to raise about 60 of the additional $25 million from a range of potential partners including regional corporate businesses businesses involved in major developments in the region tertiary institutions the State Government and a Community Fund
Source httpwwwgawlersagovaupageaspxu=737
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 35
Murray Bridge Town Hall Cultural Precinct Study ndash The Rural City of Murray Bridge South Australia
Images from Grieve Gillet httpwwwgrievegillettcomaumurray-bridge-town-hallc1n3l
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 36
In 2008 Grieve Gillett was engaged by The Rural City of Murray Bridge to provide a Feasibility Study for the re-development of the Town Hall ndash a significant community asset The Council wishes to develop the Town Hall into a multi-purpose complex of excellence catering to the arearsquos diverse range of community groups residents and visitors
The study looked at options for transforming the building into a multi-purpose lsquoCultural and Performing Arts Centrersquo along with associated works to redevelop the street area on Sixth Street
To complete the Feasibility Study Grieve Gillett carried out the following
Preparation of floor plans of the existing building
Review of the current capacity of the building structure in line with Councilrsquos reports from consultantrsquos relating to the condition assessment defect audits and
structural assessments
Assess and identify user needs and any potential user gaps of the Town Hall facility
Determination of desired usage and development scenarios
Preparation of concept designs that will cater for proposed future uses
Preparation of the estimate of costs of proposed alterations to the building
Options to re-develop Sixth Street between Bridge Street and Fifth Street into a pedestrian-friendly precinct in conjunction with the Town Hall Re-
development Specifically Council requested an exploration of
o Mall with no vehicular movement
o One way road and widened footpaths
o Shared Zone
Presentations of proposals to Council and the Town Hall Project Management Group
Option 1
This option reclaims part of Sixth Street and extends the building to the full extent of the existing pavement line Sixth Street itself becomes one way with traffic travelling in a westerly direction The building opens out onto a plaza area providing additional foyer space suitable for alfresco dining A wide footpath runs alongside following the slope of the land whilst a new ramp is provided at the west end of the building to provide access for people with disabilities at that end
A small through-lift is provided in the north-east corner of the building adjacent to the north-east entry to allow disabled access to the first floor This allows the first floor area to be potentially leased out providing the Council with rental income
A small commercial kitchen is also located in the north-east corner
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 37
In the Hall itself the performance space has been relocated in front of the proscenium arch The stage itself has been removed and the space reutilised as storage areas and an access change room Retractable tiered seating is installed in the space within a partition wall that also forms the theatre lobby
On either side there are stairs to the gallery floor level providing additional seating and the control room
The roof over the new foyer in Option 1 has a 29deg pitch with the roof meeting the existing south stone wall above the existing first floor window line (refer to drawing 07027-SK-05 Long skylights are provided at regular intervals to allow an abundance of natural light
Option 2
Option 2 follows the same plan arrangement as Option 1 but the proposed foyer area is enclosed in a 2-storey high glazed Foyer with solid corners (refer to drawing 07027-SK-06) Our Cost consultant has advised that Option 2 will cost in the order of $560000 more than Option 1
Major Considerations for the Study
Carparking ndash Aim of increasing the general pedestrian amenity of the precinct without reducing the number of car parking spaces that currently exist
Traffic ndash Consideration of a mall with no vehicular movement a one way road with widened footpaths and a shared zone
Pedestrian Mall ndash The advantages of creating a pedestrian Mall would be far outweighed by the disadvantages of loss of car spaces loss of through access and management of delivery and emergency vehicles
Shared Zone ndash A shared zone results in a compromised pedestrian zone and a compromised vehicular solution A one-way solution will improve pedestrian amenity while maintaining good vehicular access and retain on-street parking
Cost Estimate
Total cost including associated fees (ex GST) = $5929000
Potential Income
The upgraded The Town Hall will have a range of facilities that will be capable of generating income
First Floor Offices - 195 square metres of office space for lease on the upper level This will be accessible direct from Bridge Street with its own street address
Current commercial rentals in Murray Bridge suggest that a gross annual rent in the order of $3500000 could be expected
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 38
Other income generation opportunities include
Cafeacute
Kitchen (either linked to the cafeacute or as a separate entity for catering opportunities)
Auditorium and Foyers (community functions weddings conferences corporate training
Source httpwwwmurraybridgesagovauwebdataresourcesfilesgrieve_gillet_reportpdf
Notes from Interview with Murray Bridge Town Hall Project
Summit Strategy conducted a phone interview with Faith Box Team Leader Community Development at the Rural City of Murray Bridge in South Australia to gain further information and insights into the redevelopment of the Murray Bridge Town Hall
The project commenced in 2003 and six years of Council planning took place before the Town Hall redevelopment commenced
Some local art groups took residence in the largely unused Town Hall building and developed a small art gallery ndash the visual art concept for the building grew
from this
A project management team was established and made up of elected members Council staff community stakeholders project architect and local builder
Membership changed over time as the project progressed
It was noted that the architect needed to have extensive theatre design experience
It was never intended for the building to be self-sustaining Council was aware that it would need to subsidise the operation of the building
Murray Bridge has a population of around 29000
Primary Uses The redevelopment was staged as follows
1st Stage
Murray Bridge Regional Art Gallery Premium art space which became a visual arts hub First stage showed the community the potential the building could have
2nd Stage
$750000 renovation ($500000 from Country Arts) Sculpture Court Shared space
3rd Stage
$4M redevelopment of rest of building
Auditorium ndash state of the art AV lighting seating etc
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 39
Workshop spaces for visual arts
Storage spaces
Green rooms meeting rooms conference spaces
Office space ndash for some Council staff
Foyers
Kitchen
Dressing rooms
Amenities
Options for Sixth St
Options for Sixth Street are currently under community consultation
Sixth Street is in the centre of town
Strong willed business stakeholders are worried about losing parking outside their businesses
Council plan to continually upgrade the street to become a shared space but as a gradual process
Governance amp Income
Managed by Council ndash wages maintenance etc
Some formal arrangements ie one community group gets free use of spaces in return for running gallery shop
Some bookings are charged to user exhibitor but most exhibitions are sourced and paid by Council
No charge to consumers for gallery viewing
The cost to Council per annum is significant
Building could never be completely self-sustaining ndash performing arts could be but visual arts cannot
Challenges
Heritage listed building in centre of town
Ingrained in community ndash didnrsquot want to see building knocked down
Strong willed stakeholders ndash including business owners in Sixth Street
Potential loss of parking in Sixth St
Not self-sustaining
Long planning process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 40
Stage One Stakeholder Engagement
Stakeholder Meetings
Andrew Towns from Summit Strategy has had conversations with a range of community and industry stakeholders in relation to this project These include
Huon Valley Council Councillors
Huon Valley Council Officers
Foresty Tasmania
Tahune Airwalk
GeCo
Geeveston Archives and History Society
Hastings Caves amp Thermal Springs
Destination Southern Tasmania
Makers on Church Street
Southern Furniture Design Centre
Harcourts Real Estate Huonville
Bendigo Bank
Masaaki Koyama
Cassey Faux
Amy Robertson
Leanne McKinnon
Henrietta Manning
Stakeholder Workshop
A stakeholder workshop was held on Wednesday 13th May 2015 at the Geeveston Town Hall The purpose of the workshop was to meet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building including
The importance of the Town Hall to the community living in Geeveston and the visitors to the area
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 41
The role of the building in the mix of retail and tourism service offerings within the township and
Opportunities for development of the building
The workshop provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building This input has been utilised in developing the ldquoVision and Objectivesrdquo section below and the potential future uses for the building
Objectives Identified by Community Stakeholders
From stakeholder discussions to date a number of key issues have been identified that are the drivers of value and sustainability for the Geeveston community
It is important to recognize that there are many community and business groups who will be affected by the performance of the Town Hall and it is thought that the building and its future use will have a direct impact on many facets of the life of people in and surrounding the township and the Huon Valley Region
The objectives recommended below have been distilled from various community input and detailed discussion with Huon Valley Council The stakeholder workshop held on the 13th May 2015 elicited the following overarching objectives and goals that the building should aspire to
The question was asked ldquoWhat are some valid objectives for the site or put another way what should our Town Hall be a part of achieving for the placerdquo
Objective Goal Classification
1 Be owned and run by the community ndash direct involvement Eg Community Board of Management
Governance
2 Be a driver for visitation to Geeveston ndash including overnight visitation To encourage a longer length of stay
Economy ndash Tourism
3 Boost the local economy Economy
4 Be an attraction in its own right separate to the Tahune Airwalk Economy - Tourism
5 To strive to be world class Community
6 Reflect the heritage of the area Have links to current amp future development initiatives for the area ie bike track Heritage Park existing retail
Economy ndash Tourism Community
7 Integration of offerings within the area ndash be a connector Community Economy
8 Be respect the culture history and heritage of the area Historical society to be linked to centre but not placed in the centre
Economy - Tourism
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 42
Tell our stories from past current and future Communicate where wersquore going
9 Attract creative industries to the area Economy Community
10 Contribute to the economic and community wellbeing of the local area and region ndash direct benefits Economy
11 Ongoing financial sustainability Operational Sustainability
12 Maximizing the availability of community capital for cost effective resourcing ndash volunteers sponsorship Operational Community
13 Bringing the community together ndash to develop a sense of community pride and ownership Community
14 Inspire and educate our children Community
15 To connect our community and town to the region and to the world Utilise technology to achieve this Internet access for visitors
Economy ndash Tourism
16 Exploit market opportunities that create new offerings and investment Economy
17 Encourage confidence for investment To achieve relevance distinctiveness motivating ndash is our identity right
Economy
18 To be vibrant dynamic and contemporary ndash not a museum Re-think museum
Community
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 43
Potential Uses Identified by Community Stakeholders
The stakeholder workshop identified the potential future use ideas
Gallery space for world-class exhibitions
Flexible events space and linkage to existing events
Agritourism experiences
Food amp beverage offerings o Seafood aquaculture o Fruit ndash apples cherries o Ciders amp wines o Local food hub ndash provedore o Linkage to farmers market
Art amp craft offerings
Timber history heritage and current offerings
Contemporary interpretation of history amp heritage
Access point for National Parks World Heritage Areas
Linkages to waterways
Tourism o Visitor precinct hub o Visitor information centre o Tourism operators o Linkage to Tahune Airwalk amp Hastings Caves
Accommodation
Small business
Restaurant cafeacute
Meeting conference training amp event space
Linkage with external experiences o Heritage Park o Bike track o Geeveston main street ndash pedestrian mall
Township streetscape theme o Heritage of area o Interpretation o Experiences
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 44
Geeveston Town Hall SWOT Analysis
Strengths
Ideal location in centre of township and on the main street
Ample parking adjacent to the building
Close proximity to Heritage Park
Significant and flexible floor space
The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
Highly interested and committed local resident and business community
There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
Existing banking tenant is stable and critical to the function of the town
The building has a long history of supporting tourism history culture and heritage
The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
The building is structurally stable maintainable and low cost in its current form
Weaknesses
In its current format the building does not encourage visitors to stay and enjoy the place
The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main street
Geeveston
The floor space is currently grossly underutilized
The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and businesses in the
area
The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
A very low level of local community engagement and use even though there is a high desire to do so
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 45
Opportunities
Refocus the buildings purpose on engaging visitors and representing its region
Integration of industries through a multi-purpose occupancy model
To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
To position Geeveston via the Town Hall as the gateway to the southwest
To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
To encourage connections to other surrounding townships and attractions
To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through communication of
clear intent and design
To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community groups
volunteer groups)
Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
To encourage investment and employment through the attraction of new business players and industry spending
Threats
Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
Availability of capital funding to redesign the buildingrsquos purpose
Inaction will cause a rapid and continual degradation of the tourism economy for the region
A lack of confidence in the region will constrain further tourism industry growth
The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more important
economically
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 46
Situational Summary
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate community and economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competing priorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses that have far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the site into the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industries within the region to maximize tourism experiences and promote the Huon Valley brand
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the township itself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or a lack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players but it will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse The section following focuses on that task and sets down the development concepts that we believe can be successful with a focus on both the short term requirements and the longer term vision for the township
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 47
Vision amp Objectives
Recommended Vision amp Intent for Geeveston Town Hall
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a community asset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history its natural competitive strengths and inspires a future of collaboration and industry diversity
Recommended Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community To tell our stories amp respect our history
To connect people with each other
To respect the culture history amp heritage of the area
To contribute to community wellbeing of the local area and region
Economy amp Industry To connect our town to the region and the world
To encourage new industries
To encourage employment amp confidence for investment
To offer our visitors great experiences
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
Operational To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
Governance To achieve continuous and stable governance
To achieve ongoing financial sustainability
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 48
Development Strategy Options
In defining an acceptable strategy for development of the Town Hall and also one that has financial feasibility it is important to consider the medium to longer term demand that will be placed on the performance of the building from different sectors of the Geeveston and Huon Valley regional economy
With the downturn in the forestry sector and the unlikely rapid rejuvenation of the sector this cannot be a priority industry to service The forestry industry is a strong theme from the past however and there is significant heritage value in telling that story about the region and one that will be of interest to visitors if told in a compelling and engaging way
The recognised natural advantages that the region holds in wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the more southern region to it is well noted as a ldquoday triprdquo destination from Hobart or Huonville
It is critical that the Geeveston area offers accommodation hospitality social space and additional retail opportunities to visitors into the future The key question is ldquoWhat will be the driver of change to encourage investmentrdquo There must be a catalyst or even a series of them that are integrated that offer private enterprise the confidence to establish operations in the area
Can the Geeveston Town Hall be one of these catalysts to change of the local economy Our argument is that is can be but only for certain purposes of use
It can be a driver of change and development for the following
1 Tourism promotion and visitor information services
2 Vibrant and engaging creative industries (including story-telling and museum)
3 Social and community events of significance
4 Integration and collaboration of industries
Uses that are not appropriate in our view are as follows
Use Reasoning
Manufacturing Significant goods in goods out operations may be highly counterproductive for tourism operations and the linkage to car parking services Additionally materials manufacturing is likely to produce waste that is unsuitable for other uses
Office space (excepting primary purpose office requirements)
Office space is in low demand and is low value and is likely to restrict the volume of use for other purposes that are more important
Accommodation The site will never support the special requirements necessary to develop substantial
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 49
accommodation facilities and is not able to be adjusted easily into the future leaving the site wholly focused on one primary activity
Wholly government funded operations (ie library radio station health offices)
Due to the volatility of government occupancies and the cyclical nature of centralisation and decentralisation government agencies are often a disruptive tenancy for this specific building type Additionally the building is best focused on encouraging private commercial and community enterprise economic development
This feasibility whilst recognising the potentials must also account for the gaps in supply and economic activity
Proposed Scope of Use
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
Economic growth for Geeveston
Visitor Information
Centre
Museum interpretation
centre
Integrated tourism
operations
Seafood experience
centre
Hospitality
(retail)
Community Events
Arts amp culture
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 50
Primary Options for Development and Use
The following table outlines a variety of purposes that we believe are valid for the Geeveston Town Hall however the special characteristics and use detail needs to be further developed in conjunction with the project architect Preston Lane
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
History amp Heritage Museum interpretation center operator
Historical displays and artefacts managed by the community and Geeveston Archives and Historical Society
Moderate at 20 of the site
Funded via visitor donation subsidised by Council (granted use of public assets or donations)
Low impact
Hospitality (Retail) Cafe
Restaurant
Commercial kitchen
Cafeacute and or restaurant with commercial kitchen for community use
Significant at around 20 of the site
Commercial rates for rented area
Potentially significant dependent on design However mechanical engineering likely to be the greatest cost Commercial kitchen is the largest impact
Community Events Flexible space Flexible space available for rental for use by community groups local artisans and commercial operators
Moderate at around 25 of the site
Sessional rates subject to operator approval
Due to the need to be flexible this space is likely to be low cost but will need to be highly durable due to traffic demands
Gallery and exhibition space
Flexible gallery and exhibition space for interactive displays presentations and curated exhibitions
Commercial rates for rented area
Should have a moderate impact if appropriately designed and fitted
Tourism Visitor Information Base for a satellite visitor Minimal at around 10 Commercial rates for Low impact and low
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 51
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
Centre information centre that focuses on Southwest accommodation experiences and attractions Offering retail local goods
of the site rented area cost
Integrated tourism operations
Collaboration of Southwest tourism experiences involving tour operators and guides adventure tourism and agritourism suppliers
Medium at around 10 of the site
Commercial rates for rented area
Likely to be delayed partly funded by building owner and finished by tenant
Seafood experience centre
Showcase of Tasmanian Salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Potential linkage with hospitality operator
Medium at around 10 of the site
Commercial rates for rented area
Potentially a significant cost due to the uniqueness of the experience and subject matter Potentially a long term attraction
Public amenities Public amenities with access from inside the building
Must include a lift to accommodation the elderly disabled and heavy goods
Minor at less than 5 of the site
Non-lettable area Moderate cost but requires significant works due to its current location and state
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 52
Stages of Development
The redevelopment of the Geeveston Town Hall can be broken into three key stages
Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
Stage Two ndash repurpose for the community and visitors
Stage Three ndash encourage service industry growth amp strategic linkages
Stage One ndash Reset the Base ndash prior to Summer 2015
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
To reinstate a Visitor Information Centre on site that also sells local handmade goods either as stock items or on consignment with strong linkages to the designers retailers
The TTIC must have the ability to represent the region in a compelling way there must be clear interpretation of the region
(lower floor)
Significant generator of visitation to Geeveston encouraging increased length of stay and spend
Prior to 201516 peak tourism season ie Spring 2015
Local handmade arts and crafts
Local markets and events
Community engagement
To include a flexible space that can satisfy community events for local and tourism purposes
(lower floor)
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage
Cultural and heritage To reset the museum component to the upper floor only and include a gallery space that could house exhibitions from local and Tasmanian artists
(upper floor)
Moderate refit impact however full implementation would result in a high impact
Staged development is warranted
Stage one would commence immediately ie prior to summer 2015
Full implementation by end 2016
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 53
Stage Two ndash Repurpose for Community and Increase Capacity ndash through to Dec 2016
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Rentable exhibition space for art and craft designers with potentially significant curated exhibitions into the future
Modest to low given the need to meet minimum standards and be a flexible exhibition space Security and environmental quality issues will be primary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural and heritage presentation of the region
ldquoRe-think museumrdquo
Significant on both space utilisation and required quality of fit out
Maximising artifacts and interpretation value
Long term design
Timing unknown at this stage
Community engagement Development of community enterprise taking a proactive hand in utilising the sitersquos flexible area encouraging creativity and connection
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage and how quickly the community enterprises can develop use activities
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercial kitchen that can also run community events
(lower floor)
Significant due to hospitality kitchen requirements and goods storage and inout facilities
Commencement as soon as practicable however operator identification will force a delay ndash Winter 2016 is the ideal development timing
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 54
Stage 3 ndash Encourage Service Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
Creating a tourism hub Potentially some integration of tourist services onsite Yet to be defined in greater detail
Post 2016 summer period
Creating connections with Heritage Park and its development
Some examples include bicycle hire storage of key rentable equipment music festival outdoor arts displays etc
Emerging linkages that are yet to have clarity
Unknown
Creating connection with surrounding townships
ie via bike track maps and presentations
Accommodation and stop over locations Services offered at regional locations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be the marshaling point for all visitors entering for experiences such as boating kayaking biking bush walking and wilderness visits This may require a range of facilities to accommodate
Unknown
Linkages to local industries Creating connections with the aquaculture industry
ie salmon experiences Massakirsquos Sushi alliance
Related to food tourism and food offerings Could be significant if a seafood experience centre is the concept eg aquarium and other features
Unknown
HUON VALLEY COUNCIL
Geeveston Town Hall
FINAL FOR
HUON VALLEY COUNCIL
Geeveston Town Hall ndash The Future
Business Plan
Prepared by
FINAL FOR HUON VALLEY COUNCIL MEETING
20TH August 2015
The Future
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 2
Contents
Executive Summary 4
Geeveston Town Hall Situation 6
The Township of Geeveston 6
Geeveston Town Hall Context 7
Current Use and Use Issues 7
Assessment of the Town Hall Building 8
Geeveston Town Hall SWOT Analysis 9
Situational Summary amp Opportunities 11
Geeveston Town Hall ndash the future 12
Community Engagement ndash Stage One 12
Vision 12
Objectives 12
Scope of Use 13
Primary Options for Development amp Use 14
Design Concept 14
Community Engagement ndash Stage Two 15
QVMAG Comparison and Insights 22
Business Strategy 23
Core Business 23
Differentiation 23
Value Proposition 24
Product amp Experience Offering 25
Economic Impact 27
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 3
Implementation Planning 29
Staged Implementation Overview 29
Detailed Implementation Plan 33
The Business amp Financial Model 37
Business Model 37
Financial Model 38
Governance Model 41
SWOT Analysis 43
Risk Analysis 45
Appendix A 48
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 4
Executive Summary
This business plan has been generated within the context of planning for the future of the Geeveston Town Hall (GTH) within the Geeveston Town Hall ndashthe future project Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council (HVC)as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building and maximisebenefit to the community into future
This project has considered the issues surrounding the economy of the area the previous uses of the building community engagement ideas and feedbackand examples from other parts of Australia and the world in circumstances where a historical public asset requires a new future
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre (VIC)
2 Museum
3 Commercial Gallery
4 Events
5 Hospitality services (cafeacute restaurant)
Architectural concepts have been developed demonstrating how the building could be renovated improving its utility for these purposes and alsoimproving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park and thetownship car park
These concepts have been offered for public consultation and the response from the public has in the main been positive Many residents and interestedstakeholders have rated the concepts highly when comparing them to the vision for the GTH There are issues to be dealt with and such items as publictoilets introducing competitive hospitality services within the town and capturing value from the regionrsquos tourism market have all been raised by thepublic These concerns are addressed in this plan and will be further addressed in future planning efforts in conjunction with HVC and key stakeholdergroups
It is proposed that the GTH be operated in future by an independent new company limited by guarantee (GTH Co) run by a community Board balancedwith representatives from the key stakeholder groups This organisation would contract with HVC for the head lease of the building and would operate thesite as agreed within that document The GTH Co would focus on the various offerings within the business plan and operate a not-for-profit business togenerate economic benefits for the town and the broader region
The redevelopment of the Geeveston Town Hall will take a staged approach and can be broken into three key development stages
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 5
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
Stage one involves the establishment of an operating entity for the GTH building the reinstatement of a Visitor Information Centre on site the redesign ofthe museum to the upper floor and the development of flexible space that can satisfy community events for local and tourism purposes and includes agallery space for community exhibitions
It is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in time for the peaktourism season
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
A critical success factor in the implementation of stages two and any other future development is the achievement of funding to execute the buildingcapital works This would involve grant funding and co-contribution funding
The financial operational forecasts demonstrate that with prudent management the building can be operated at a profit and can contribute rent to thebuilding owner The visitor centre is a significant operational unit which captures value from the available tourism market and positions the town as a keygateway to the far south The building operator will employ staff and contribute generally to the economy of the township as it will require products andservices to operate many of which will come from the local suppliers
There will be a requirement to fund the establishment of the new operating company and also the visitor centre This will need to be in the form of smallassets and also some operational cash flow to enable the commencement of operations HVC must be a leader in the establishment of these newoperations and should consider how they may be funded
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 6
Geeveston Town Hall Situation
The Township of Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk
Total visitor numbers to the Tahune Airwalk have remained steady at around 70000 tickets sold per year for the past 3 years of which around 30 are soldthrough the Geeveston Forestry and Heritage Centre
There are estimates ranging from 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek information aboutsurrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unableto purchase or book anything other than tickets to the Tahune Airwalk and tourism art and craft merchandise The closest VIC is located at Huonville
Furthermore there is an undersupply of accommodation options for all segments of the market The number of visitor nights captured in Geeveston hassignificantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston isrelatively unchanged and there is opportunity to capture a larger share of visitor nights
There is also a gap in the supply of hospitality services for visitors There are currently three hospitality providers in Geeveston and it is noted that there isan inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there isopportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of wilderness waterways and environmentally basedtourism experiences However there appears to be a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
There is a lack of dynamism and contemporary presentation for the history and heritage of the region Capital expenditure on the streetscape and the mainstreet buildings has been very minor with little change over many years The format of the current Geeveston Forestry and Heritage Centre displays is notcontemporary and is not managed to actively encourage re-visitation
Visitors to Geeveston are not inspired to stay and spend time as the current township facilities and amenities lack appeal and do not encourage a feeling ofcomfort and enjoyment
Geeveston has significant issues in relation to the township roadways and how they encourage visitors to enter the main street Signage traffic flow andtownship appeal are all important factors for the future in making Geeveston a more successful township and visitor experience
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 7
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity ofattractions and support services Geeveston and the ldquoFar Southrdquo are well noted as day trip destinations from Hobart or Huonville Geeveston needs toreposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Geeveston Town Hall Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated asa visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community businessmodel
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has astrong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelingsof well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wishto activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see asvaluable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
The Geeveston Town Hall is a public asset owned and maintained by the Huon Valley Council The Council will continue to act as a facilitator of communityand economic development and management of the asset for strategic value into the future But they do not wish to deficit fund the operations of thebuilding into the future Any future operations need to provide long term sustainability
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania does not intend tocontinue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This businessincludes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestryoperations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays andsimilar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver ofvisitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 8
visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction withvisitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the areaGeeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead theForestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centrehave shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for thetownship and all tourism and visitor activities the region has to offer
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatlyinterested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to beregularly involved Even the Geeveston Records and History Society are rarely involved in the site to organise events or to manage the presentation layoutfor the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalktickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from thisactivity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas
Some observations include
bull The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy
the place
bull The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural
advice to plan for contemporary commercial and community use
bull The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access
and to appreciate the surrounding offering of main street Geeveston
bull There is ample parking adjacent to the building that already services commercial and private road users
bull The building is within close proximity to Heritage Park that currently has a master plan under development
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 9
bull The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
bull The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to
other sites of this type
o Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
bull The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
bull The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great
potential for refitting for multipurpose use
Geeveston Town Hall SWOT Analysis
Strengths
bull Ideal location in centre of township and on the main street
bull Ample parking adjacent to the building
bull Close proximity to Heritage Park
bull Significant and flexible floor space
bull The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
bull Highly interested and committed local resident and business community
bull There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
bull Existing banking tenant is stable and critical to the function of the town
bull The building has a long history of supporting tourism history culture and heritage
bull The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
bull The building is structurally stable maintainable and low cost in its current form
Weaknesses
bull In its current format the building does not encourage visitors to stay and enjoy the place
bull The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
bull The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main
street Geeveston
bull The floor space is currently grossly underutilized
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 10
bull The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
bull The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and
businesses in the area
bull The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
bull A very low level of local community engagement and use even though there is a high desire to do so
Opportunities
bull Refocus the buildings purpose on engaging visitors and representing its region
bull Integration of industries through a multi-purpose occupancy model
bull To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
bull A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
bull To position Geeveston via the Town Hall as the gateway to the southwest
bull To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
bull To encourage connections to other surrounding townships and attractions
bull To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through
communication of clear intent and design
bull To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community
groups volunteer groups)
bull Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
bull To encourage investment and employment through the attraction of new business players and industry spending
Threats
bull Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
bull Availability of capital funding to redesign the buildingrsquos purpose
bull Inaction will cause a rapid and continual degradation of the tourism economy for the region
bull A lack of confidence in the region will constrain further tourism industry growth
bull The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
bull If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more
important economically
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 11
Situational Summary amp Opportunities
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate communityand economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competingpriorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses thathave far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the siteinto the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industrieswithin the region to maximize tourism experiences and promote the Huon Valley brand Tasmania has an ever-increasing reputation for quality and uniquefood It also has an increasing number of agritourism businesses offering visitors food and beverage and interpretive experiences The Geeveston TownHall is in the ideal region to link in with this significant trend
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the townshipitself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or alack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players butit will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 12
Geeveston Town Hall ndash the future
Community Engagement ndash Stage One
Community consultation has been undertaken during this process in accordance with the Councilrsquos Community Engagement Framework Initially stage onecommunity engagement was undertaken with key stakeholders at a workshop held on Wednesday 13th May 2015 The purpose of the workshop was tomeet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building Follow up discussions were also undertakenwith a range of community and industry stakeholders in relation to this project
The community engagement undertaken as part of stage one provided Summit Strategy with a list of community driven overarching objectives and goalsthat the building should aspire to as well as a range of ideas for the future use of the building This formed the basis for assessment for the feasibility studyand the input has been utilised in developing the following vision objectives and scope of use for the building
Vision
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a communityasset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history and its natural competitivestrengths and inspires a future of collaboration and industry diversity
Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community bull To tell our stories
bull To connect people with each other
bull To respect the culture history amp heritage of the area
bull To contribute to community wellbeing of the local area and region
Economy amp Industry bull To connect our town to the region and the world
bull To encourage new industries
bull To encourage employment amp confidence for investment
bull To offer our visitors great experiences
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
bull To be a driver for visitation to Geeveston a
Operational bull To be active engaging vibrant dynamic and contemporary
bull To be an attraction in its own right
bull To maximize the availability of community capital for cost effective resourcing
Governance bull To achieve continuous and stable governance
bull To achieve ongoing financial sustainability
Scope of Use
In order to achieve the communityrsquos vision and objectivesof tourism with services to promote the region making provision for high quality food and beverageand cultural experiences
Economicgrowth forGeeveston
VisitorInformation
Centre
Hospitality
(retail)
CommunityEvents
Arts amp Culture
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
To achieve continuous and stable governance
To achieve ongoing financial sustainability
vision and objectives for the Geeveston Town Hall it is proposed that the building be setof tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts
Economicgrowth forGeeveston
Museum interpretation
centre
Integratedtourism
operations
Seafoodexperience
centre
Page | 13
nd connect visitors to surrounding offerings
be set up for the primary purposeswhilst supporting a rich mix of community events arts
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 14
Primary Options for Development amp Use
The following primary use options are valid and sustainable for the Geeveston Town Hall into the future The staging of this development is outlined infurther detail under the Implementation Planning section below
The preferred opportunities for initial development are as follows
bull A Visitor Information Centre that provides clear interpretation of the region focuses on selling and promoting Southwest accommodation
experiences and attractions acts as a gateway to the lsquoFar Southrsquo maximises the regions tourism economy and also sells local unique goods with
strong linkages to the creative industries of the region
bull A high quality flexible Gallery Exhibition Space to house exhibitions from local and Tasmanian artists and craft designers with potentially
significant curated exhibitions into the future
bull A fully modernised Museum for cultural and heritage presentation and interpretation of the region
bull A flexible Events Space that will satisfy community events for local and tourism purposes and encourage development of community enterprise
creativity and connection
bull A public lift and amenities with access from inside the building
Further development opportunities in future years include
bull A high quality Cafeacute andor Restaurant underpinned by a commercial kitchen that can also run community events and functions
bull Collaboration of Southwest Tourism Experiences involving tour operators and guides adventure tourism and agritourism suppliers
bull A Seafood Experience Centre to showcase Tasmanian salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Design Concept
Project architects Preston Lane established concept drawings based on the primary options for development and use outlined above The specialcharacteristics and use detail take into consideration the communityrsquos vision and objectives for the future of the Geeveston Town Hall
The concept drawings form Appendix A to this report and demonstrate how the building could be renovated improving its utility for these purposes andalso improving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park andthe township car park
The key elements of the design concept include
bull Maintaining the integrity of the existing building
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 15
bull Celebrating the interior spaces and heritage of the building
bull Improving the appeal of the building within the streetscape through the re-arrangement of traffic flow
bull Providing a more pedestrian scale along the building edges through the widening of the footpath
bull Creating access through the building and providing linkages between the building and external spaces and beyond (towards the park)
bull Providing greater interaction with the building through the form of the extended works (on the carpark side) and
bull Making the new works subtle yet iconic with reference to the past through materials used
Community Engagement ndash Stage Two
From 15th to 24th July Huon Valley Council undertook community engagement to seek feedback on the primary options for development and use of theGeeveston Town Hall
All Geeveston residents and businesses received a letter inviting them to provide feedback via an online survey available on the Councilrsquos website Thecommunity engagement was also advertised throughout the wider region Community members were informed about the process to date the vision andobjectives for the building and were provided with concept drawings The survey contained a mix of both quantitative (data collection) and qualitative(open comment) questions and aimed to gauge the overall community support for the proposal
In total 84 responses were received via the online survey with additional submissions received from community members regarding the concept designs
In summary the survey provided positive results in all the questions raised regarding the proposal Many residents and interested stakeholders have ratedthe use concepts highly when comparing them to the vision and objectives for the GTH
The positive response received from the community engagement process indicates that the community will use contribute to participate in and supportthe future uses of the GTH building thus helping the GTH to become an attraction in its own right connecting people with each other and encouragingemployment and confidence for investment
The online survey results are detailed below
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Quantitative Survey Results
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosiagree) 143 of respondents disagree (choosing 1 ndashscale of 1-5)
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosindash strongly disagree or 2 ndash disagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Page | 16
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosi ng 4 ndash agree or 5 ndashstronglydisagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4respondents disagree (choosing 1 ndash strongly disagree or 2
643 of respondents support the overall concept 131 of respondents do not support the o
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4 ndash agree or 5strongly disagree or 2 ndash disagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1
643 of respondents support the overall concept 131 of respondents do not support the o verall concept while 226 of respondents are unsure
Page | 17
agree or 5 ndashstrongly agree) 226 ofdisagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1 -5)
verall concept while 226 of respondents are unsure
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 18
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurethey were very supportive of the various uses within the building using the services themselves contributing andor participating in events at the site andtaking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurevarious uses within the building using the services themselves contributing andor participating in events at the site and
taking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Page | 19
Positive responses were received to how the community would see themselves engaging with the GTH building into the future The public indicated thatvarious uses within the building using the services themselves contributing andor participating in events at the site and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Demographic Information
Page | 20
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 21
Qualitative Survey Responses
Survey respondents were also invited to provide general comment regarding the proposal There are many comments that applaud the concepts and usesidentified Overall the results of the survey were very positive however it is noted that several areas of concern were raised which broadly cover five mainthemes
A copy of the written comments received via the online survey is included in the Summary of Survey Results report
Area of concern Summary of comments Proposed Response Action
Cafeacute commercialkitchen
Some concerns raised around the inclusionof a cafeacute due to competition in hospitality inthe township However respondents werenot necessarily opposed to a commercialkitchen or restaurant being available in thebuilding
It is noted that the proposed cafeacute restaurant commercial kitchen is not identifiedas part of the stage 1 implementation but will be considered as part of the nextstage of the project
Some respondents included verbatim comments asking for another cafeacute not to beallowed in the town These comments do not seem to have any other basis otherthan to constrain competition in favour of existing shop retailers in the township
This area of community concern is further addressed in the Economic Impact sectionbelow
Public toilets Some concerns raised around the locationand availability of public toilet facilities inGeeveston
The location of public toilets will be considered as part of future stages of projectimplementation
Currently visitors to Geeveston are not inspired to stay and spend time as thecurrent township facilities and amenities lack appeal and do not encourage a feelingof comfort and enjoyment
It is important that the location of public toilets be well considered as the businessplan aims to increase visitation to Geeveston and capture a greater share ofeconomic value from tourism Timing will also need to be considered in terms offuture stages of implementation and other developments being undertaken in thetownship
Traffic management car parking
Some concerns raised around the impact ontraffic flow from widening the footpath in
Traffic management considerations will form part of the planning in futureimplementation stages and would need to comply with relevant procedures and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 22
Church Street and car parking availability inGeeveston
regulations
Geeveston has significant issues in relation to the township roadways and how theyencourage visitors to enter the main street Signage traffic flow and townshipappeal are all important factors for the future in making Geeveston a moresuccessful township and visitor experience
Timber veilsurrounding thebuilding
Some concerns raised that timber and steelwould not suit the timber heritage feel ofthe Geeveston township
It is noted that the concept drawings provided to the community incorporating thetimber and steel veil are concept only at this stage and that final plans will not beapproved until future stages of the plan are implemented
Sale of TahuneAirwalk tickets
Concern was raised that there was nomention of the sale of Tahune Airwalktickets in the building
It is regarded that the sale of Tahune Airwalk tickets is a critical componentattracting visitors to the township of Geeveston and also an important point ofvalue capture that can assist in sustaining Geeveston Town Hall operations The saleof Tahune Airwalk tickets is part of all stages of the Business Plan and included inestablishment of a fully functioning Visitor Information Centre on site
QVMAG Comparison and Insights
Richard Mulvaney Director of the Queen Victoria Museum and Art Gallery (QVMAG) was interviewed to gain a perspective on the donations policy andvisitor engagement experience of the QVMAG
Annual visitors to QVMAG are around 138000 visitors per annum The museum is a significant facility incorporating many partner and allied organisationsIt is a major draw card for the city of Launceston and a significant events venue With an operating budget of approximately $32M from State of Tasmaniaand around $12M from Launceston City Council the facility is a large publicly run enterprise
Their donations experience is that they achieve less than $2 average per visitor However it has been noted that the profile of visitors is important to this asa high proportion of locals would reduce donation performance It is noted that GTH has a high proportion of mainland and international visitors
There are three donations boxes within QVMAG They are constructed as double sided as many visitors will donate on the way out at the end of theirexperience Merchandising and museum shop is an important element that augments the museum and gallery experience Also the hiring of rooms formeetings and events is a great way to encourage visitation and involvement of the business and various industry communities
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 23
Business Strategy
Given the economic and social situation of the Geeveston Township and its surrounding region it is critical that drivers of economic demand and progressare in place for the future The investigations and concept developments at the time of developing this business plan are focused on development of theGeeveston Town Hall and the business concept behind it that will drive the economy of not just the township but also the broader region
This strategy must be focused on delivering the strategic development of this key public asset to create a building and experience of significance to drivesocial collaboration tourism development and industry development The clear strategy of focusing the building on tourism is compelling particularly forthe purposes of
bull tourism information for the region (incorporating product and experience sales)
bull creative industries (exhibiting and selling regional art and designed goods)
bull agritourism (hospitality food experiences) and
bull history and heritage museum (stories of the past display and exhibition of key artefacts experiences and interpretation)
It is also clear that this building should be managed by an independent organisation to that of its Government owner This has the benefit of ensuring thatcommercial principles underpin the development management and sustainability of the enterprise and its strategic partnerships In doing this Huon ValleyCouncil as ldquoasset ownerrdquo can have a relationship with a single ldquooperatorrdquo This ldquooperatorrdquo can either run internally or outsource the running of the variousservices that the building will offer
Core Business
The core business of the Geeveston Town Hall will be to facilitate the development and management of a significant building that will house services thatare important to the region The core business of the building will relate to tourism and hospitality creative industries and community engagement
The core business must generate economic value for the building to support its maintenance and its services sustainability and also generate flow oneffects to the surrounding economy
Differentiation
The Geeveston Town Hall must differentiate itself from other attractions within Tasmania by using the following factors
1 Creating a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
2 Designing and developing a unique building that is in itself a building of significance within the region and Tasmania
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 24
3 Offering unique experiences to encourage interest
4 Maintaining momentum and dynamism in the content that is onsite to encourage revisitation
5 Achieving greater community engagement and involvement ie development of community enterprise and
6 Gaining involvement of industry players to drive diversity and synergies that generate sustainability outcomes and strengthen the offering and
provide reasons to visit Over time the Geeveston Town Hall will develop greater levels of collaboration between tourism creative industries and
agribusiness sector businesses
Value Proposition
The following are elements of the value proposition for the Huon Valley economy for the development of the Geeveston Town Hall
bull The GTH will become a destination in itself with strong branding and positioning to create an identity for the building and township of Geeveston
bull Geeveston will become a gateway to the ldquoFar Southrdquo driving visitation to the region and capturing an increased share of tourism value through the
promotion and sale of tickets to surrounding attractions and experiences including the Tahune Airwalk
bull The GTH will offer a centralised presentation opportunity for the regionrsquos industries and encouraging greater synergies within industries such as
tourism agritourism and creative industries creating confidence for investment
bull The on-selling and reselling of unique local goods and services will help to support and promote the regionrsquos creative industries
bull The GTH will encourage the development of community enterprise volunteering and community involvement
bull A service level agreement between GTH Co and HVVC will achieve cost efficiencies through staff and technology sharing between the two sites
bull Huon Valley Councilrsquos planned redevelopment of Heritage Park will increase access and linkages to the GTH and the main street and continue to
develop Geeveston as a destination for locals and visitors
bull Proposed traffic management and car parking changes within the township will enable greater access to Geeveston for both vehicles and
pedestrians
bull Staged implementation of changes to the GTH building will encourage other planned changes in the township and allow time to adapt
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 25
Product amp Experience Offering
Purpose Use Use Detail amp Benefit Target Markets
Tourism Visitor Information Centre A Visitor Information Centre that provides clearinterpretation of the region focuses on selling andpromoting Southwest accommodation experiences andattractions acts as a gateway to the lsquoFar Southrsquomaximises the regions tourism economy and also sellslocal unique goods with strong linkages to the creativeindustries of the region
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Creative industries (unique goodsfor sale on consignment)
Integrated tourism operations Collaboration of Southwest Tourism Experiences involvingtour operators and guides adventure tourism andagritourism suppliers
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Seafood experience centre A Seafood Experience Centre to showcase Tasmaniansalmon and shellfish based seafood that Tasmaniaoperates as commercial fisheries Potential linkage tohospitality provider
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
History amp Heritage Museum interpretation center A fully modernised Museum for cultural and heritagepresentation and interpretation of the region Historicaldisplays and artefacts managed by the community andGeeveston Archives and History Society
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
School groups
Community Events Flexible space A flexible Events Space that will satisfy community eventsfor local and tourism purposes and encouragedevelopment of community enterprise creativity and
Local residents
Local businesses workers
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 26
connection Social enterprise
Gallery and exhibition space A high quality flexible Gallery Exhibition Space to houseexhibitions from local and Tasmanian artists and craftdesigners with potentially significant curated exhibitionsinto the future
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries
Hospitality (Retail) Cafe
Restaurant
A high quality Cafeacute andor Restaurant underpinned by acommercial kitchen that can also run community eventsand functions
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries (catering)
Social enterprise (catering)
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 27
Economic Impact
Visitor Information Centre Regional Extension
As has been identified earlier in this plan Geeveston has a significant role to play in servicing visitors to the region and in particular to encourage visitationto surrounding experiences With the significance of the Tahune Airwalk visitation and that to Hastings Caves Ida Bay Railway and Hartz Mountains just toname a few Geeveston simply must perform as a tourism town Its current infrastructure and services are sub-standard and if they do not improve thetown will falter and the region will suffer from a flat or reducing tourism industry
Huonville has operated a visitor information centre (HVVC) for a number of years It has built a model that ensures that it can yield visitor spend based onits visitor profile The current Forest and Heritage Centre (FHC) has more annual visitors than the HVVC These visitors are journeying deeper into theregion and are seeking advice and guidance on what is in the surrounding area and importantly tickets to key attractions
It could be perceived that another visitor centre in Geeveston would cannibalise the sales of Huonville however the two visitor centres should becomplementary and they can be collaborative Even in its current form the FHC is an experience and an important one that is central to the survival of thetown The FHC already outperforms the HVVC on merchandise sales and overall turnover The two sites play different roles in the journey of the visitor andwill sell different product that is more relevant at any point in time This of course will be partly because they will have a different presentation andoffering
Each visitor centre in the region should strive to offer unique experiences and goods if possible however complete diversity is not achievable as there canalso be opportunities for cost efficiencies in stocking general memorabilia and clothing merchandise The diversity of offering onsite is significant enough toencourage multiple visits to VICrsquos throughout the region
The economic impact on the tourism economy in having a visitor centre in Geeveston vastly outweighs any negative impact of minor cannibalization thatmay occur It must also be noted that it is unknown how much opportunity cost is currently being experienced with the FHC in place with greatly restrictedofferings
Geeveston township sustainability and its prospects for growth will be greatly diminished if a visitor centre is not in the town and the surrounding tourismeconomy and community would suffer as a result
Competition in Tourism and Hospitality
There appears to be a gap in the supply of hospitality services for visitors within the township There are currently three hospitality providers in Geevestonbut it is noted that there is an inconsistency in business operating hours lower than acceptable food and service quality and the townshiprsquos services areunavailable or limited after 4pm
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 28
A key element of this plan is for the GTH to be a destination in its own right and a gateway to the lsquoFar Southrsquo Geeveston therefore has a significant role toplay in servicing the increased number of visitors to the township and region and to capture a higher share of visitor spend on food and beverageParticularly during daylight savings months there is opportunity to provide more lunch or early dinner offerings for tourists
A cluster of food offerings ie cafes restaurants within the township will promote both competition and cooperation and grow the townships reputation asa place to eat which is currently lacking Operators will compete to win customers thus encouraging quality product offerings and customer servicedriving innovation in filling gaps within the market
Introducing competitive hospitality providers within the township will aim to raise the level of overall hospitality services and offering to visitors Qualityand appealing food options within the township will help to develop Geeveston as a destination of choice for locals and visitors a reason to visit and tospend time
It is critical that agritourism linkages are in place to support tourism hospitality for the town Quality providers of fresh regional and Tasmanian produce area very important component and the township seemingly has an undersupply of hospitality services of this type particularly of a quality and standard thatis acceptable to interstate and international tourists
Township Performance and Effect on Micro-Economy
This project aims to develop feasible uses for the future of the GTH that will benefit the economy of the region and maintain the building for the future
Geeveston is one of the townships hardest hit by the decline of the forestry industry in Tasmania
The redevelopment of the GTH will bring a new wave of opportunity to the local economy as there will be a raising of the standard of the townrsquos amenitynew service offerings and experiences new employment capital development expenditures increased tourist visitation and commercial development ofthe town in general brought about by competition
Improvement in value capture of the township within the region will have positive ongoing economic impacts for stability for existing businesses andemployment
Without improvement in the township offering and competition the township would not change and keep pace with the demands of the modern touristsettler or business investor
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 29
Implementation Planning
Staged Implementation Overview
The redevelopment of the Geeveston Town Hall can be broken into three key development stages
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
It is proposed that the GTH be operated in future by a new company limited by guarantee (GTH Co) run by a community Board balanced withrepresentatives from the key stakeholder groups The first step in achieving this business plan is the establishment of an operating entity for the GTHbuilding
As part of stage one it is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in
time for the peak tourism season as well as some provision for a community gallery and flexible use space In order to achieve this a number of key
activities would need to occur These include
bull Establishing an organisational structure governance Board and support mechanisms
bull Re-establishment of the visitor centre utilising existing resources and small assets and partnering with the HVVC
bull Resetting the museum and preparing for a new contemporary presentation
bull Seeking assistance with museum for maximising the visitor value from the historical stories
bull Engaging with regional creative industries through the Huon Valley Arts Cooperative Initiative
bull Organising community events that provide value for locals and encourage greater levels of planning sharing and connection with established
activities
bull Organising an initial calendar of ldquoshowcase eventsrdquo for the township and region that would attract Southern Tasmanian visitors primarily for day
trips and visitors from northern Tasmania whilst on intrastate holiday and
bull Establishing an interim identity for the building that signals a change from the current format and function and a transition to the new concept that
can be promoted ahead of time
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 30
Stage one is ultimately a ldquoproof of conceptrdquo stage during this initial stage the Geeveston community and key user groups would need to be engaged with
and challenged to ldquoprove the business modelrdquo before commencement of the stage two developments The key groups include
bull Geeveston Archives and History Society
bull Regional designers artists and gallery owners ideally working through the Huon Valley Arts Cooperative
bull Tourism operators accommodation providers and visitor centre workers
bull Volunteer groups
bull Various other Township associations
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment It is noted that this stage and any future implementation stages would be highly dependent on grant funding and co-contribution funding
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
Stage One ndash Reset the Base
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
To reinstate a Visitor Information Centreon site that also sells local handmadegoods either as stock items or onconsignment with strong linkages to thedesigners retailers
The TTIC must have the ability torepresent the region in a compellingway there must be clear interpretationof the region (lower floor)
Significant generator of visitation toGeeveston encouraging increased lengthof stay and spend
Utilise the existing shop and officeinfrastructure
New tourism and retail display systemsto be implemented
Prior to 201516 peak tourismseason ndash Spring 2015
Local handmade arts andcrafts
Local markets and events
To include a flexible space that cansatisfy community events for local andtourism purposes and include a galleryspace that could house exhibitions from
Low given that use is likely to be a mix ofexhibitions events and meetingsResetting the special layout and creatinga visitor experience that is also a flexible
Likely to be progressive but canrsquotbe too far behind the VICdevelopment
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 31
Community engagement local and Tasmanian artists
(lower floor)
area is the challenge
Detailed planning for the lower floorspace that is not to be utilized by VIC
Cultural and heritage To reset the museum component to theupper floor only
(upper floor)
Moderate refit impact however fullimplementation would result in a highimpact
Staged development is warranted
Initial stage would commenceimmediately ie prior to summer2015
Stage Two ndash Repurpose for Community and increase capacity
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Commercial Gallery with potentiallysignificant curated exhibitions into thefuture
Modest to low given the need to meetminimum standards and be a flexibleexhibition space Security andenvironmental quality issues will beprimary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural andheritage presentation of the region ldquoRe-think museumrdquo
Significant on both space utilization andrequired quality of fit out Maximisingartifacts and interpretation value
Long term design Unknown timing
Community engagement Development of community enterprisetaking a proactive hand in utilising thesitersquos flexible area encouraging creativityand connection
Low given that use is likely to be a mixof exhibitions events and meetings
In line with site development onlower floor
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercialkitchen that can also run communityevents
(lower floor)
Significant due to hospitality kitchenrequirements and goods storage andinout facilities
Commencement as soon aspracticable however operatoridentification will force a delay ndashWinter 2016 is the idealdevelopment timing
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 32
Stage Three ndash Encouraging Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
Creating a tourism hub Potentially some integration of touristservices onsite Yet to be defined ingreater detail
Post 2016 summer period
Creating connections with Heritage Parkand its development
ie bicycle hire storage of key rentableequipment music festival outdoor artsdisplays etc
Emerging linkages that are yet to haveclarity
Unknown
Creating connection with surroundingtownships
ie via bike track maps andpresentations
Accommodation and stop overlocations Services offered at regionallocations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be themarshaling point for all visitors enteringfor experiences Boating Kayakingbiking walking and wilderness visitsThis may require a range of facilities toaccommodate
Unknown
Linkages to local industries Creating connections with theaquaculture industry
ie salmon experiences restaurantoffering
Related to food tourism and foodofferings Could be significant if aseafood experience centre is theconcept eg aquarium and otherfeatures
Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 33
Detailed Implementation Plan
As of 31 October 2015 the Forest and Heritage Centre will cease operation at the Geeveston Town Hall The following table details the majorimplementation tasks for Stage One of the Geeveston Town Hall development with the aim of having a fully functioning Visitor Information Centre andMuseum operating by the end of November 2015 in time for the peak tourism season as well as a community gallery space
Whilst every effort has been taken to identify the key activities that would need to be undertaken to successfully implement stage one final planning andbudget requirements will ultimately need to be undertaken by HVC as the key decision maker and source of seed capital for this venture Of course thefollowing plan and budget may be lower than expected if HVC has the capability to insource some of the establishment works
It is not feasible to provide specific details of implementing further stages at this time but it is noted that any future implementation stages would be highlydependent on grant funding and co-contribution
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 34
Stage One Implementation
Initiative Strategy Task Timing Responsibility Estimated Budget
Establish the OperatingEntity
(Set up stage Sept Oct Nov)
bull Establish legal entity and constitution Sep 2015 HVC $5000-8000
bull Establish representative community Board Sep 2015 HVC $2000
bull Establish foundation budget amp funding Sep 2015 HVC Potentially $15000-$20000
Also linked to TVIN budgetfor assets and stock
bull Finalise human resource plan and recruitment Oct 2015 GTH Co $6000-$8000
bull Execute lease amp other partnership agreements (ie
HVC lease support from Huon Valley Visitor Centre)
Oct 2015 GTH Co $2000
bull Establish tenancy terms with Geeveston Records amp
History Society (for operation of museum)
Nov 2015 GTH Co $1500
bull Set up community support structures
o Establish community events sub-committee
o Hold a community ldquoworking beerdquo
Nov 2015 GTH Co Nil
Establish Visitor Centre
(To be in full operation by 1December 2015)
bull Identify amp purchase operational assets
o Computers amp telephone system
o Office furniture
o Visitor centre signage
o TVIN membership
o Tourism brochure displays
o Retail displays and shelving
Oct 2015 GTH Co Less than $20000
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 35
Initiative Strategy Task Timing Responsibility Estimated Budget
o Initial stock holding
bull TVIN membership Oct 2015 GTH Co Within the above
bull Booking amp reservation system Oct 2015 GTH Co Within the above
bull Refit GTH retail area as Visitor Information Centre
o Booking desk brochure stands racks
poster positions digital signage displays
retail shelving and stands interpretive
display boards etc
o Many items will be made available by
Forestry Tasmania (exact items yet to be
confirmed)
Nov 2015 GTH Co Within the above
bull Finalise HR plan amp undertake staff training Nov 2015 GTH Co Operational budget $2000
bull Develop merchandising plan Nov 2015 GTH Co $2000
(test stock and advice)
bull Finalise budget Nov 2015 GTH Co As above
Reset the Museum
(To be in full operation by 1December 2015)
bull Finalise the commercial agreement with the
Geeveston Records amp History Society
Oct 2015 GTH Co As above
bull Redesign the museum space to the top floor only Nov 2015 GRampHS Unknown but minimal(community project)
bull Seek assistance with interpretive panels Nov 2015 GRampHS Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 36
Initiative Strategy Task Timing Responsibility Estimated Budget
bull Establish a museum operations plan Nov 2015 GRampHS andGTH Co
Nil
Establish CommunityGallery Space
bull Engage with regional creative industries through the
HVC Arts Cooperative Initiative
Oct 2015 GTH Co Nil or minimal
(insourced)
bull Reset dedicated GTH space for community gallery
operations ie partitions and mobile walls
Nov 2015 GTH Co HVCArts Co-operativemembers
Community arts workingbee
Potentially Arts Tas minorsponsorship
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
The Business amp Financial Model
Business Model
Relationship
Tenants
Operator
Owner
Visitor Centre
Internal toGTH Co
The Business amp Financial Model
HVC
GTH CoCommunity
Board
Visitor Centre
Internal toGTH Co
Museum
Outsourced
Gallery
Internal toGTH Co
Cafe Restaurant
Outsourced
Page | 37
Cafe Restaurant
Outsourced
Events
Internal toGTH Co
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 38
Financial Model
The budget for operations of the new venture GTH Co has been created using an approach showing the basis for operations of stage one as a full yearfinancial operational budget forecast The budget has then been built showing the financial impact of more developed operations within a stage two
An overall master budget has been created for the operating entity using the working title GTH Co as well as separate operating budgets for each of thetenants or services operating within the business
Budgets have been cast on an annualised basis due to the uncertainty around timing of start-up and potential capital development periods whereinterruption will be experienced
The core objectives of the financial model are
bull To establish operations on a profit basis using normal commercial principles
bull To ensure that an independent company can be the ldquooperatorrdquo of the GTH that does not require ongoing subsidisation from HVC to remain
feasible
bull To take into account reasonable estimates that follow principles of prudence by overstating costs and understating revenue
bull New operational principles that affect revenue raising have been researched as far as is practicable at this stage based on available source
historical financial data but may require further work
The complete budget papers were tabled at the HVC Workshop on 18th August
Key Assumptions
Several key assumptions have been made in relation to the operating budget and have been built into the Excel cash flow statements These are as follows
Business Unit Stage One Implementation Stage Two Implementation
Visitor Information Centre (VIC) Visitor center sales for attractions in line with historicalperformance Critically the VIC will be selling TahuneTickets along with the normal TVIN accommodationexperiences and products lines
Tahune sales at 30 of total Tahune tickets
Year two growth after renovation Tahune modest growthHastings modest growth 2 CPI price increase across theboard
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 39
Accommodation bookings very low due to locationdisadvantage and local offerings Only 150 room nightsbooked
Stable accommodation bookings at low levels
Merchandise sales based on FHC existing sales plusadditional sales from new stock and consignmentgoods Retention of some existing FHC merchandiseitems to be sought Eg Island specialty timbers andlocal wood crafts
Merchandise growth particularly in regional goods
Stock sales of $150000 at 50 GP
Existing FHC merchandise shop sales are $110K paCOGS at lt 40
Growth in stock sales to $190K
VIC operations run by GTH Co in collaboration withHVVC Some subsidized services paid for to HVVC
No change
All staff employed by GTH Co and staff utilized acrossall functions (inc VIC museum and events buildingdaily operations)
No change
Museum Donations collection based on $18 per donation 12 strike rate
Stable but growing
Contributing rent and electricity No change
Agreement for 40 rent from donations and 10 tostaff costs
Events Minimal events planned for FY16 25 1 eachfortnight Average venue revenue $200 per session
Events growth after refurbishment Some pricing andcommercial terms review due to significant facility change
No labour cost Possible change to labour contribution
Most cost increases borne by external operators using the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 40
Electricity apportioned
Rent applied pa
facility with their own labour
Gallery No commercial gallery operations in FY16
However GTH Co will encourage arts associations toprove gallery concept and offer space at a reducedevent rate for exhibitions
Commercial gallery to launch after refurbishment
Sales of artwork and goods to commence
No budget for capital works at this stage Reliance onvolunteer labour and community contributions for thefirst year
Regionally significant gallery boosts visitor numbers andextends length of stay in the far south
Cafeacute Restaurant No cafeacute or restaurant Cafeacute lease established after renovation during year 2
Rent rates in line with Church St prices $200-250 per weekfor an average cafeacute site
Site Occupancy and Financial Framework
Geeveston Town Hall Co (GTH Co) will hold the head lease for the site with Huon Valley Council GTH Co will have the right to sub-lease the premisessubject to agreed uses and approval of tenants by the full Board of GTH Co GTH Co will negotiate an appropriate rental return with HVC taking intoaccount the establishment costs of the site and the target return for HVC
The holders of tenancies are planned as follows
1 The Visitor Information Centre will be operated by GTH Co and will hold the head lease
2 The Museum will be offered lease terms and be run by the Geeveston Records and History Society The museum will pay rent and also subsidise
staffing costs
3 Events Space is operated by GTH Co and rent contribution will be charged from all revenue received for events
4 A Cafeacute is contemplated for the second period after renovation A lease would be assigned for this space at commercial rates
5 A Commercial Gallery is not planned to launch until after renovation and in the interim arts community members will be welcome to hire space as
per the events space with negotiated pricing terms
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 41
Financial Targets and Contributions
Capital expenditure estimates are currently being prepared and due to the conceptual level of detail are likely to be estimates based on commercialexperience and examples These estimates will be available at the HVC workshop on 18th August and will be provided as part of the complete budgetpapers
Governance Model
The plan for governance is based on the following principles
bull Achieving a community run facility for the benefit of the broader community and economic advancement of the region
bull Encouraging strategic partnerships within community groups public organisations and industry players to achieve greater value for the community
and the building owner than a purely commercial operator could
Governance Proposal
It is proposed that
1 The Huon Valley Council establish a new company limited by guarantee ie Geeveston Town Hall Company (GTH Co)
2 The GTH Co be run by a community Board balanced with representatives from various key stakeholder groups
a The Board needs to have enough members to satisfy the GTH CO community and industry profile
b Board membership may comprise representatives from HVC industry and community
3 The new company would operate as not for profit business and essentially reinvest surpluses into the GTH and its related operations
Board Structure and Operation
It is suggested that an independent Chairman be appointed However if this is not achievable then the Chairman role could be for a fixed term of 2 yearsrotational across the Board members
Board composition may comprise the following
bull Chairman
bull HVC
bull Township associations
bull Key industry players
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 42
It is suggested that subcommittees be assigned by the Board to critical functions that would in turn enable the involvement of community and industrycontributors to assist and provide guidance to key initiatives A single board member could be chair of a sub-committee and could elect to formulatesubcommittee members from the community
The recommended governance model outlined above is for discussion with HVC The final decision regarding governance structure and operation is to bedetermined by Huon Valley Council
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 43
SWOT Analysis
Strengths
bull The Geeveston Town Hall will become an attraction in its own right
bull The reinstatement of a Visitor Centre on site will be a significant generator of visitation to Geeveston encouraging increased length of stay and
spend
o Sale of Tahune Airwalk tickets
bull Long term financial sustainability
bull Town Hall will encourage continuity of employment in the township and on site
bull Efficiencies will be created though the operating entity owning and managing the Visitor Information Centre (VIC)
bull Efficiencies will be created through partnership arrangements between the Geeveston and Huonville Visitor Centre (HVVC) (ie sharing of
technology and staff)
bull Cost savings and intimacy to be achieved through use of volunteers
bull On selling and reselling of regional goods and promotion of local creative industries
bull Creation of greater access and linkages between the building and external spaces and beyond
Weaknesses
bull Start-up organisation with undefined Board
bull Uncertain funding sources and no currently identified seed capital
bull Current museum interpretive content is not contemporary or appealing
bull Reliance on donations to subsidise operation of the museum
bull Gross profit on VIC operations are traditionally low therefore reliance on selling value added Tasmanian products is high at current township visitor
numbers
bull Public toilets must be moved if the overall concept is agreed
Opportunities
bull To create a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
bull To generate economic value for the building with flow on benefits to the surrounding township and region especially within stage two of the plan
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 44
bull To achieve greater community engagement and involvement ie development of community enterprise
bull To facilitate industry involvement and collaboration between tourism creative industries and agribusiness sector businesses
bull Raise the level of hospitality services within the town and offering to visitors
Threats
bull Duplication of visitor information services within the region
bull Cafeacute restaurant competing with existing hospitality businesses in the township
bull If the VIC is not implemented decreased visitation to the town and region resulting in lower VIC bookings commissions and retail sales achieved
bull Ability to encourage revisitation to the area
bull Ability to attract appropriate tenants to Stage 2
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 45
Risk Analysis
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
1 No action taken amp the GTH becomesdormant
H M This would be catastrophic for the townshiprsquos economy
2 Stage one startup capital notavailable
H L Refer point 1
3 Funding for stage two notachievable
M M Commence advocacy lobbying and applications for funding at the earliestopportunity to enable works commencement no later than autumn 2017
4 Building budget for concept is largerexpectations and funder capacity
M L Lobby State and Federal Government on the merits of supporting regionaleconomies for the longer term economic and social benefits
5 Ability to attract appropriatetenants to stage two and beyond
H L At the earliest stage promote the changing nature of Geeveston and itsregion along with the tourism plan for the Huon Valley Early discussionswith likely tenancy applicants are important
6 Township toilets relocation becomesproblematic for HVC capital budget
M M Build toilets relocation into capital works budget for GTH to ensure thatthe overall project works are budgeted taking a holistic view
7 Introducing a second VIC to theregion may cannibalise the sales ofHuonville
M L The two VICs should be complimentary and they can be collaborativeThe two sites will have a different presentation and offering and will selldifferent product that is more relevant at any point in time
Some minor canabalisation may occur but Geevestonrsquos sustainability andits prospects for growth will be greatly diminished if a VIC is not in thetown and the surrounding tourism economy and community would
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 46
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
suffer as a result
8 VIC not authorised to sell TahuneAirwalk tickets and overallcommission revenue is lower thanexpected
H L Provided the new operator has a sound business structure and a goodworking relationship can be developed Forestry Tasmania would givefavourable consideration to the new operator selling tickets oncommission for Tahune Airwalk The industry standard of 15commission would apply to ticket sales
9 VIC retail sales revenue is lowerthan expected
M L Adjust operating costs to suit adjust retail products and pricingGenerate community support to encourage township visitation increasesfrom intrastate markets
10 Tahune take steps to restrict VICsales via significant onlinedevelopment and discounting
M L Communicate the total offering of the GTH to inbound tourists andcreate partnerships with feeders and referrers for travel to GTH
11 Current museum interpretivecontent is unappealing and notcontemporary
H M This is a core issue for the holding of tenancy for the Museum componentIn future the value generated by experiences and offerings will beparamount for feasibility and sustainability
Encourage the Geeveston Records and History Society to seekprofessional help immediately
12 Museum donations revenue arelower than expected
L M Little can be done about this Review and potentially improvecommunications to visitors Bundle a value-add with the museum andcharge an entry price Much is dependent on the strength of the offering
13 Introducing competitive hospitalityservices within the town seriouslyaffects viability of other operators
M L Township operators must stand on their own competitive positioning Iftownship traders choose not to change or offer greater value and aretherefore not preferred then the free market must be allowed to operate
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 47
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
to the future viability of the town
14 Governance structure fails M L Building owner to reset the lease of the building and remove theoperator
Building owner may provide support and guidance in the initial stages ofcompany establishment to ensure a successful first year of trading andongoing partnership in the stage two building development process
Balanced board members and appropriate representatives withprofessional skills are a key issue for governance success
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 48
Appendix A
Architectural concepts have been created by project architect Preston Lane The concept drawings demonstrate how the building could be renovatedimproving its utility for these purposes and also improving the main street of the town including greater open public area surrounding the building on themain street connection to Heritage Park and the township car park
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 49
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 50
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 51
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 52
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 2
Stage One Stakeholder Engagement 40
Stakeholder Meetings 40
Stakeholder Workshop 40
Geeveston Town Hall SWOT Analysis 44
Strengths 44
Weaknesses 44
Opportunities 45
Threats 45
Situational Summary 46
Vision amp Objectives 47
Recommended Vision amp Intent for Geeveston Town Hall 47
Recommended Objectives 47
Development Strategy Options 48
Primary Options for Development and Use 50
Stages of Development 52
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 3
Executive Summary
This feasibility study for Huon Valley Council has been prepared within the context of planning for the future of the Geeveston Town Hall (GTH)
Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building for the future
This project has considered the issues surrounding the economy of the area drivers of tourism visitation to the area issues surrounding the GTH building itself and adaptive reuse examples from other parts of Australia and the world in circumstances where an historical public asset requires a new future
Importantly this project has sought community ideas and feedback through a formal stakeholder workshop and conversations with a range of community and industry stakeholders This has provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre
2 Museum interpretation centre
3 Gallery amp exhibition space
4 Flexible events space
5 Hospitality services (cafeacute restaurant commercial kitchen)
6 Integrated tourism operations
7 Seafood experiences
8 Public amenities
Architectural concept drawings will need to be further developed in conjunction with the project architect Preston Lane showing the special characteristics and use detail and demonstrating how the building could be renovated improving its utility for these purposes
These use opportunities and design concepts will be offered for public consultation in July 2015
A detailed business plan will be developed for the preferred use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 4
Scope and Purpose of the Feasibility Stage
The scope of this stage of work as per the project brief is as follows
Core Objectives
To assess identified options to enable a recommendation to be made on the most viable and sustainable option for the centre
Assessment will include
Consideration of each identified option
Consider industry best practice for each of the identified options
Identification of potential impacts on the building and its infrastructure for each option (ie space required fit out people flow through building access
requirements etc)
Cost benefit analysis for recommended option identified
Work Tasks
1 Research uses for town halls and key central public assets across other townships in Australia and overseas Find as much comparative data and descriptive
information as is feasible to inform the project team and stakeholders
2 Record and assess each configuration in a comparative analysis Qualify the differences and benefits of different approaches taken elsewhere
3 Consult with industry professionals in networks with Australian and global experience to gather ideas experiences and advice
4 Generate key concepts for development
5 Map the requirements
a uses business types and offerings
b impacts on local township businesses
c technical requirements for each use
d site user issues
e asset development issues and
f estimate base costs to develop
6 Generate alternatives for the site within the feasibility study that should be considered This will link closely to any possible concept alternatives within the
design process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 5
Referenced Documents
The following Huon Valley Council publications were read as background information in the development of this feasibility study
2010-2015 Strategic Plan
2014 ndash 2015 Annual Plan
Huon Valley Council Economic Development Strategy
Heritage Park Site Development Plan
Huon Valley Regional Tourism Strategy
Huon Trail Marketing Plan 2014-15
Far South Regional Tourism Strategy
Arts amp Heritage Strategy and Action Plan 2012 ndash 2017
Community Engagement Framework
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 6
Huon Valley Community amp Economic Profile
The Huon Valley is a vibrant semi-rural community located a comfortable 30-minute drive south of the Tasmanian capital city Hobart It is Australiarsquos southernmost municipal area with a population of more than 15000 people
The Valleyrsquos 5497 square kilometres is dominated by meandering waterways and forested hills The regionrsquos fertile landscape produces a dazzling array of quality foods that has helped Tasmania earn its reputation as a food-lovers paradise
The Huon Valley is also a haven for yachting and boating enthusiasts with easy access to the Huon River and DrsquoEntrecasteaux Channel These waters offer world class fishing sailing diving and rowing experiences
Our magnificent waterways are not the only attractions The area is also renowned for its mushrooms wine seafood fruit and other gourmet delicacies The gourmet food festival Taste of the Huon held each year in March is a weekend celebration of the best produce the Valley has to offer
Source httpwwwhuonvalleytasgovauregion
Key Statistics
Resident population 15140
Median age 42
Number of households 5812
Median total household income ($weekly) 868
Unemployment rate 66
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 7
Employment
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 8
Businesses
There are approximately 1175 businesses in the Huon Valley region encompassing Huonville ndash Franklin Geeveston ndash Dover and Cygnet The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 9
Geeveston Community amp Economic Profile
Geeveston is a small township nestled in the lower reaches of the scenic Huon Valley It has a strong apple growing and forestry heritage and today caters for travelers exploring the nearby forests Hartz Mountains National Park and Picton and Huon rivers
Surrounded by rolling hills and the nearby mountains Geeveston has a range of shops eateries and local attractions and a main street full of hand-carved timber sculptures of famous locals
Apple orchards grow in the lush green valleys nearby and during autumn visitors can buy buckets of Pink Lady Crofton Geeveston Fanny Apple Red Delicious Granny Smith and Fuji apples from roadside stalls
Theres also a creative community of artists and makers who sell their wares on the main street and at a regular market
West of Geeveston is the Tahune Forest Reserve and the popular Tahune Airwalk Here you can walk amongst the treetops past rare species some found only in Tasmania The walkway rises up to 48 metres above the ground and extends for around half a kilometre over the Tahune State Forest and Picton River
Source httpwwwdiscovertasmaniacomauaboutregions-of-tasmaniahobart-and-southgeevestonwhat-to-do|page-1
Key Statistics
Resident population 1430
Median age 41
Number of households 549
Median total household income ($weekly) 765
Unemployment rate 77
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 10
Employment
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 11
Businesses
There are approximately 278 businesses in the Geeveston ndash Dover area The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 12
Drivers of Economic Development
Although it is outside the scope of this project to plan more broadly the economy of the region as Council already has an Economic Development Strategy it is still important to focus on the drivers of economic performance as they are related to the Geeveston Town Hall and the overall Geeveston township and surrounding region
Below are performance measures and targets offered for discussion and further clarification within the context of this project It must be recognized that a singular building development is incapable of being responsible for the total performance of a region however it is also important for this planning project to identify with the overarching objectives for the region One of the major drivers of growth for the region is tourism as this is a natural strength of the region and also a key driver of opportunities where scale and economic diversity can be achieved
Industry Performance Measures for Discussion
Industry Performance Measure
Tourism and Hospitality Room night stock
Visitors to region (total visitors to Geeveston)
Length of stay (nights)
Average spend during stay
Jobs by business type
Jobs created in annual period
$ investment in new activities and assets
Number of new businesses
Other Industries
Seafood and fisheries
Forestry
Creative industries
Jobs by sector
Jobs created in annual period
$ investment in new activities and assets
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 13
Primary production (farming)
Manufacturing (food industrial commercial and consumer goods)
Retail (food consumer goods)
Services (health education transport etc)
Number of new businesses
Tourism Visitation
The Huon Valley
The Huon Valley prides itself on its pristine environment rich living history strong maritime connections temperate wilderness unique accessible wildlife world renowned food and wine and seasonal climate variations
The Huon River is an iconic natural feature of the Huon Valley and weaves its way through the five main townships of Huonville Franklin Cygnet Geeveston and Dover The region has a long maritime and forestry history and is augmented by a rich cultural heritage
The Huon Valley encompasses two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks
Tourism is a key economic driver in the Huon Valley and the region leverages from its two major tourist attractions ndash Tahune Airwalk and Hastings Caves and Thermal Springs
Source Huon Valley Attractions and Experiences Prospectus ndash April 2013
The table below shows a range of statistics based on interstate visitation to Tasmania from January 2011 to December 2014
The Huon Trail commences at Taroona and travels south to Kingston where it splits into two distinct areas of the Huon Valley and DrsquoEntrecasteaux Channel areas Interstate touring route holiday visitors to the Huon Trail increased 23 in 2013 from the previous year and further increased by 32 in 2014 to 154007 visitors
In the 12 month period from January 2014 to December 2014 there were 55687 interstate visitors to the Tahune Airwalk down 20 from the previous year and 22911 interstate visitors to Hastings Caves and Thermal Springs down 11 from the previous year
It would appear from the data below that new accommodation came online in both Cygnet and Huonville during 2014 with a significant increase in overnight visitor numbers and nights stayed in these locations However it is noted that this data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 14
Jan 2011 - Dec 2011 Jan 2012 - Dec 2012
change from
previous period Jan 2013 - Dec 2013
change from
previous period Jan 2014 - Dec 2014
change from
previous period
Day Visitors
Dover (Until June 2006 from July 2007) (Visited) 12141 12439 245 13610 941 12330 -940
Geeveston (until June 2013) (Visited) 38243 37663 -152 26013 -3093 - -
Cygnet (from July 2013) (Visited)~ - - - 14341 - 37329 16030
Huonville (Visited) 73169 68188 -681 75154 1022 67202 -1058
Cockle Creek (from July 2005) (Visited) 9085 7179 -2098 8132 1327 8046 -106
Overnight Visitors
Dover (Until June 2006 from July 2007) (Overnight) 8157 5610 -3122 7906 4093 9223 1666
Geeveston (until June 2013) (Overnight) 5616 7092 2628 4481 -3682 -
Cygnet (from July 2013) (Overnight)~ - - 2521 - 10914 33292
Huonville (Overnight) 15009 12819 -1459 17891 3957 25069 4012
Cockle Creek (from July 2005) (Overnight) 4175 4819 1543 5349 1100 6182 1557
Total Number of Nights Stayed^
Dover (Until June 2006 from July 2007) 37159 66172 7808 18601 -7189 27257 4654
Geeveston (until June 2013) 36663 19441 -4697 8153 -5806 - -
Cygnet (from July 2013)~ - - - 9343 - 75362 70661
Huonville 103104 96799 -612 68458 -2928 140297 10494
Cockle Creek (From July 2005) 11035 12242 1094 14947 2210 12932 -1348
Average Number of Nights Spent^
Dover (Until June 2006 from July 2007) 46 118 720 24 -940 3 06
Geeveston (until June 2013) 65 27 -380 18 -090 - -
Cygnet (from July 2013)~ - - - 37 - 69 32
Huonville 69 76 070 38 -380 56 18
Cockle Creek (From July 2005) 26 25 -010 28 030 21 -07
Average Spend per Visitor ($000)
Average Expenditure per Visitor 1631 1542 -0089 153 -0012 1645 0115
Holiday 2425 217 -0255 2224 0054 2284 006
VFR 088 0949 0069 0862 -0087 0997 0135
Business 113 1166 0036 1153 -0013 1112 -0041
Other 1585 1809 0224 1371 -0438 1336 -0035
Attractions Visited
Tahune Forest Airwalk (from July 2001) 56747 54166 -455 69802 2887 55687 -2022
Hastings CavesThermal Springs 22105 22011 -043 25817 1729 22911 -1126
Touring Route Holiday Visitors
Huon Trail 128232 121686 -510 149298 2269 154007 315
Places stopped and looked around but did not stay overnight
This data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Visitor data for Geeveston was collected until June 2013 so the Jan 2013 - Dec 2014 represents only a 6 month period
~ Visitor data for Cygnet was collected from July 2013 so the percentage change from the previous 12 month period is based on only a 6 month period in the Jan 2013 - Dec 2014 period
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 15
Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk The forests in the region provide the idyllic setting for bush walking fishing bird watching and mountain climbing and biking
As detailed in the table above in the 6 month period from January 2013 to June 2014 there were 26013 day visitors and 4481 overnight visitors to Geeveston from interstate staying an average of 18 nights
It is hard to comment accurately on current visitor trends in Geeveston as Tourism Tasmaniarsquos Tasmanian Visitors Survey ceased collecting data for Geeveston in June 2013 However visitor numbers to the township appeared to be on track to increase in 2013 with 26013 visitors in the 6 month period from Jan 2013 to June 2014
Source Tasmanian Visitors Survey 2014
Tahune Airwalk
Interstate visitors to the Tahune Airwalk were up 29 in 2013 from the previous year but dropped 20 in 2014 to 55687 Source Tasmanian Visitors Survey 2014
Based on this 80 per cent of visitors to Tahune Airwalk are from interstate with the remaining 20 per cent from intrastate
The table below shows Tahune Airwalk ticket sales from 201112 to present
201112 201213 201314 201415 (ytd)
201516 (forecast)
Total Tahune Airwalk Ticket Sales 63566 72982 69347 70759 80000
sold onsite 40 50 55 55
sold online 10 10 10 10
sold at Geeveston Forest amp Heritage Centre 45 35 30 30
sold through TTICs (Hobart amp Huonville) 5 5 5 5
Source Forestry Tasmania May 2015
Total visitor numbers to the Tahune Airwalk have been steady at around 70000 tickets sold per year for the past 3 years Ticket sales through the Geeveston Forest and Heritage Centre have slowly decreased from around 45 to 30 over the past 3 years currently representing approximately 23000 sales as the share of onsite ticket sales has increased Source Forestry Tasmania 2015
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 16
Tickets sold through the Huonville TTIC represent less than 1 with only 701 bookings made to date this year Source Huonville TTIC May 2015
Hastings Caves amp Thermal Springs
Interstate visitors to Hastings Caves and Thermal Springs were up 17 in 2013 from the previous year but dropped 11 in 2014 to 22911 Source Tasmanian Visitors
Survey 2014
The majority of tickets are sold online or onsite
Tickets sold through the Huonville TTIC represent less than 1 with around 100 bookings made each year Source Huonville TTIC May 2015
The Geeveston Forest and Heritage Centre has not been a great promoter of Hastings Caves with only 400 brochures supplied per annum in previous years
It is noted that in the last period that the Geeveston Town Hall operated as a Visitor centre sales of tickets to Hastings Caves represented around 1000 tickets
A conversation held with manager of Hastings Caves indicated that they are very supportive of improving visitor services within Geeveston and are very keen to be involved in establishing a greater level of interpretation and promotion of the experience
Assessment of Geeveston as a Visitor Destination
Based on an assessment of the total list of tourism related businesses for the region there are clearly some significant strategic gaps that need to be addressed for Geeveston and the South to generate greater yield from organic visitation and encourage growth of tourism market share
Most notably the major gaps in developing a more robust tourism economy are as follows
Gap Indicators
Inadequate visitor information services There are estimates of as many as 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek visitor information about surrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unable to purchase or book anything other than tickets to the Tahune Airwalk The closest TTIC is located at Huonville
Undersupply of accommodation options for all segments of the tourism market
In 2014 visitors stayed a total of 140297 nights in Huonville and 75365 in Cygnet a total of 215662 nights The number of visitor nights captured in Geeveston has significantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston is relatively unchanged and there is opportunity to capture a larger share of visitor nights
Undersupply of wilderness and agritourism As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 17
attractions and experiences wilderness waterways and environmentally based tourism experiences Considering the proximity of two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks and the strength of the agricultural sector an assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
Undersupply of hospitality services to satisfy visitor requirements
An assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of hospitality services for visitors There are a total of three hospitality providers in Geeveston
Bakery
Cafeacute
Massaki Sushi
It is noted that there is an inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there is opportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
Lack of dynamism and contemporary presentation for the history and heritage of the region
Capital expenditure on the streetscape and the main street buildings has been very minor with little change over many years
The format of the current Geeveston Forestry and Heritage Centre displays is not contemporary and is not managed to actively encourage re-visitation
An obvious gap in the appeal of township facilities and amenities to encourage a feeling of comfort and enjoyment ie creating social spaces in which people want to stay and spend time
General visitor services are not up to standard compared to other places with high quality facilities
The recognised natural advantages that the region holds in terms of wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the far south are well noted as ldquoday triprdquo destinations from Hobart or Huonville Geeveston needs to reposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 18
Geeveston Town Hall Precinct
Geeveston Township Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated as a visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community business model
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has a strong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelings of well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wish to activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see as valuable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania do not intend to continue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This business includes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestry operations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays and similar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver of visitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction with visitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the area Geeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead the Forestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centre have shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for the township and all tourism and visitor activities the region has to offer
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 19
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatly interested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to be regularly involved Even the Geeveston Records and Historical Society are rarely involved in the site to organize events or to manage the presentation layout for the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalk tickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from this activity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas Some observations include
The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy the place
The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural advice to plan for
contemporary commercial and community use
The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access and to
appreciate the surrounding offering of main street Geeveston
There is ample parking adjacent to the building that already services commercial and private road users
The building is within close proximity to Heritage Park that currently has a master plan under development
The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to other sites
of this type
Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great potential for
refitting for multipurpose use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 20
National and International Perspectives
Global Adaptive Reuse Project Case Studies
The following case studies have been gathered from across global markets and showcase some significant adaptive reuse projects Although these international examples are of an industrial scale they provide lsquofood for thoughtrsquo and inspiration
Battersea Power Station England
Images Battersea Power Station and Keith Evans
Easily one of the most recognised landmarks on the banks of the River Thames in London Battersea Power Station has been lying abandoned for decades Like the old power station just around the bend of the river ndash the Tate Modern ndash there have been calls to pull down the dilapidated structure for a number of reasons Some said that due to its size it would be too expensive to redevelop others claimed that the elements had given it such a bettering over the years that it had become relatively unsound Now after numerous failed attempts to revive the building and immediate area plans for one of the biggest redevelopments the south bank of London is yet to see are afoot and they certainly look impressive Proposed by Dublin-based Treasury Holdings the new design will see a mainly industrial area of London go green which is what the potentially lucrative Nine Elms area around Battersea has been crying out for The new pound55bn scheme includes plans for 3700 homes built alongside offices shops and restaurants on the 40-acre site The famous chimneys are to be restored to their former glory and the landmark building will house a conference centre among other things The new plans will also offer uninterrupted views of the Palace of Westminster on the opposite banks one of the stipulations of the new development and the reason Treasury Holdings earlier plans which included a huge lsquoeco-domersquo (pictured above) were rebuked
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 21
Sewage Silos Netherlands
Images Arons en Gelauff
Early in 2009 Amsterdam city planning ran a competition for an adaptive reuse project concerning a former sewage treatment plant in the Zeeburg district of the city The winning design was a proposal for a multifunctional cultural centre which would house exhibition spaces a media centre movie theatre and theatre hall crowned by a rooftop restaurant in one silo and an open rooftop playground in the other
The winning plan was inspired by Hollandrsquos most popular childrenrsquos book author the late Annie MG Schmidt hence the playfulness of the design Arons en Gelauff architects involved in the project said the main aim was to ldquobreathe new life into the silos transforming them into an inspiring and lively place which will help shape the character of the new Zeeburgereiland housing districtrdquo The Annie MG Schmidt House is marked for completion in 2011
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 22
Gasometer City Vienna
Images Andreas Poeschek and via Dornob
One of the most successful residential reuse projects is Gasometer City in Vienna Austria Four immense disused gasometers were successfully revamped in the late lsquo90s and have since become infamous in the world of adaptive reuse
Built in 1896 when Viennese authorities decided to invest in large-scale coal gas and electricity supplies the gas plant serviced the locale and beyond for a good 88 years until it was shut down permanently in 1984 after natural gas supplies took over Although life in the cylinders didnrsquot completely disappear raves were hosted from time to time popular because of the acoustics inside the drums and one housed a set for the movie James Bond The Living Daylights Then in 1995 the decision was made to revitalize the gas plant
With the proviso that the brick exterior of the gasometers was to be kept intact each gasometer was remodelled by a particular architect Jean Nouvel (Gasometer A) Coop Himmelblau (Gasometer B) Manfred Wehdorn (Gasometer C) and Wilhelm Holzbauer (Gasometer D) all four with specific zones for living working and entertainment The result produced a vast walled city within a city The unique redevelopment has since become a sought after place to live with a close-knit inner community and is looked upon as a very successful example of adaptive reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 23
Tate Modern London
Images Walk Talk Tours Jim Linwood Bleuchoi Andrew Dunkley and The First Word
Reaching high into Londonrsquos skyline is the Tate Modern a magnificent old oil-fired power station which now houses an international collection of contemporary art dating from 1900 onwards It has become the most visited tourist attraction in London surpassing even the National Gallery and the British Museum and the most visited modern art museum in the world
Designed by Sir Giles Gilbert Scott who incidentally also designed Battersea Power Station and one of Britainrsquos other iconic symbols ndash the red telephone box the original Bankside Power Station was built in two stages from 1947 to 1963 finally turning off the pumps in 1981 For a long time the building was under the beady eye of developers who were quick to mark it for demolition but after impassioned pleas by campaigners to save the building were heard a competition for redevelopment ensued and at the beginning of 1995 Swedish architects Herzog and de Meuron won the battle to build Londonrsquos next big thing
The gallery opened to much acclaim in 2000 and has attracted more than 30 million visitors since Its success is partly due to its situation on the banks of the Thames but also because of the use of space within the building The main Turbine Hall a huge space of 3400 square metres that once housed the main electricity generators was fortunately left in its original form providing a vast gallery for art installations that often require public interaction and appreciation of the space It is this space and its ability to be so successfully transformed time and time again that has changed peoplersquos perceptions of art which is no doubt so much more than the architects were hoping for in their redesign
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 24
Water Plant Berlin
Images via One Eight Nine
When two artist friends Michael Elmgreen and Ingar Dragset decided to set up a livework space they didnrsquot bargain on getting such a good deal For just US$700000 the DanishNorwegian pair purchased a disused water pumping station in suburb very close to Berlin City Centre The building had been left empty since the early 1990s with few interested buyers as it was located in the middle of a residential district ndash no longer right for industrial use and too awkward to be tackled by some developers ndash so Elmgreen and Dragset jumped at the chance to work their magic on the generous space
The artistic partners who have exhibited around the world enlisted the services of two young architects Nils Wenk and Jan Wiese to help transform the pump house into an artistrsquos workspace and home It was important they applied concepts from their art into the redesign and a love of spatial challenges saw them breaking down more walls than were built
ldquoWe deliberately made the borders between the work and living spaces fleetingrdquo Ingar Dragset told the New York Times ldquoThe combination of vast floor space and the small quirky nooks means you can be very hidden here or very exposed depending on your moods or needsrdquo
Even after getting happy with a sledgehammer the old water pumping station now accommodates two separate private areas for the artists a generous kitchen four bathrooms an attic living room and some of the most spectacular light-filled living and working spaces
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 25
Cafeacute Restaurant Amsterdam
Images Wili_hybrid and Cafe Restaurant Amsterdam
Housed in a former water-processing plant Cafe Restaurant Amsterdam is one of the cityrsquos chicest eateries Dating back to the late 1800s the building is left mostly intact with the main pumps proudly on display in the main part of the restaurant The large space is lit with huge floodlights in the evenings reclaimed from the former Ajax and Olympic football stadiums in the city The interior may look crude to some but to other it offers a unique dining experience and will always provide a talking point when therersquos a lull in the conversation
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 26
CasaComvert Milan
Images Giuliano Berarducci and studiometrico
A number of years ago clothing design company Comvert asked Milan-based interior architects Studiometrico to find a new HQ for their growing company that would fit a very particular brief Comvert ndash a company founded by four skater friends in 1994 design produce and distribute snowboards clothing and accessories for both skate and snow boarders under the brand name bastard ndash wanted their new space to house their flagship shopfront a design studio office warehouse and a useable skate bowl all within the one building And in spring 2005 Studiometrico came up trumps they had found an old 1950rsquos cinema big enough to fulfil all Comvertrsquos needs
Studiometrico retained as much character of the old building as possible in fact the foyer which is now the administration centre of the building looks relatively untouched while the dress circle has been converted to an amazing design studio and office space providing the perfect creative working area But it is the suspended skate bowl that makes the refit so successful Hanging six metres about the warehouse space the skate bowl affectionately known as bastard bowl fills what was once the void above the seating area in the cinema and is the main pride and joy of the Comvert partners who must have to pinch themselves when they go to work every morning ndash if only everyone was so lucky
Source httpwwwarchi-ninjacomexcellent-examples-of-adaptive-reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 27
Australian Town Hall Redevelopment Project Case Studies
The following examples of adaptive reuse of public town halls and civic buildings within Australia are of a smaller scale and are a much more direct comparison to the Geeveston Town Hall situation Although many of these are larger buildings and in larger population centers the historic use and new use opportunities are similar The desk research process has uncovered summary information and we have held an interview with the most relevant project (Murray Bridge Town Hall South Australia)
Ballarat Civic Hall Redevelopment ndash City of Ballarat Victoria
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 28
In 2012 SGS Economics amp Planning were commissioned by the City of Ballarat to explore options for reuse or redevelopment of the existing structure of the Civic Hall as a performing arts andor function venue and detail a shortlist of preferred options This could extend to options that involve partial demolition alterations or additions to the building
The full suite of uses of the Ballarat Civic Hall as a performing arts or function venue was scoped through discussion with the City of Ballarat and included
Performing Arts Uses Function Uses
TheatrePlayhouse
OperaticBallet Theatre
Multipurpose Performing Arts Venue
Secondary Education Performing Arts
Tertiary Education Performing Arts
Performing Arts Training Facility
Exhibition Venue
Conference Venue
Reception Centre
Nightclub
Live Music Venue
Dance Hall
Offsite School Function Facility
Cinema
Two other uses were identified for the site
University Student Accommodation
Visitor Information Centre (VIC)
Each potential use identified was analysed against demand and supply with reference to demographic and visitors data If there appeared to be insufficient demand to support an activity even as part of a shared facility at the Civic Hall it was eliminated from the process
The following uses of the Civic Hall appeared to be supported by demand and were largely compliant with Council policies for the use of publically owned and administered spaces
A multipurpose venue that accommodates medium to large exhibitions (ideally 1000 ndash 2000 square metres) and performing arts classes training and
performing arts company administration offices (This could theoretically be achieved with the use of moveable partition doors to create divisible spaces for
exhibitions and performing arts spaces)
A mid-size (greater than 300 and less than 3000 patrons) indoor live music venue
A range of financial modelling and social impact assessment was undertaken on the two preferred options
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 29
Societal cost benefit analysis demonstrated that the multipurpose venue option would not provide sufficient community benefits to outweigh the cost of redeveloping and operating the Civic Hall Financial analysis showed that income from the various uses of the site as a multipurpose venue would be insufficient to offset the publically incurred cost of operating the facility for this purpose
Societal cost benefit analysis demonstrated that the live music venue option provided significant user benefits to live music event attendees and increased the offering of live music performances (across a variety of genre) in Ballarat However a live music venue would result in a weak positive cash flow during the operating phase with a failure to pay back the initial investment
Source httpwwwballaratvicgovaumedia1867737ballarat_civic_hall_reuse_redevelopment_final_reportpdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 30
Bay Discovery Centre amp Glenelg Town Hall Service Review ndash City of Holdfast Bay South Australia
In February 2008 Hudson Howells was engaged by the City of Holdfast Bay to undertake a review of the Bay Discovery Centre (BDC) as a community and visitor service and evaluate the current and future commercial tenancy options for the Glenelg Town Hall (GTH) building as a whole with the goal of making the BDC and the GTH building generally more financially viable for Council
It is noted that the City of Holdfast Bayrsquos Economic Development Strategy has three key objectives
Tourism
Shopping amp activity precincts and
Business development and employment generation
The question is whether the GTH is the right location for the BDC and whether the GTH could be put to an alternative use that would generate a better community benefit
A stakeholder workshop identified the high priority space usage and tenancy options for the BDC and GTH generally as
Tourist visitor information centre
Combined library Internet history centre Council customer service centre with cafeacute coffee shop
Museum of South Australia
Gift shop ndash merchandising souvenirs
Glenelg Town Hall
The GTH is in an outstanding location but the design of the building its faccedilade and its heritage listing conspire to severely limit its commercial appeal
Council has the BDC as a tenant but it is questionable whether this is the optimum location for a museum interpretive centre
The building lacks lsquostreet presencersquo and this is likely to be an ongoing problem given its state heritage listing
This attribute makes the building unattractive to potential retail and hospitality tenants but might not be such a problem for the professional business services
sector This makes attracting additional tenants problematic
The faccedilade of the GTH is dull and uninviting and the Moseley Square entry foyer is not overly welcoming
Parts of the GTH are in disrepair and a large amount of space is under-utilised
Given its location a significantly refurbished GTH site could generate the following income
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 31
Retail space $700 - $800 per square metre per annum
Restaurant space $300 - $500 per square metre per annum
Office space (new) $300 per square metre per annum
o In its current state the GTH might generate in the order of $100 per square metre per annum as office space
Other possible options identified for the Glenelg Town Hall include
Boutique hotel
Grannypackers lodge
Function conference centre with or without a hospitality training school
If the GTH was converted into a hotel lodge or function centre what would become of the BDC
Bay Discovery Centre
The BDC has recorded significant visitor growth over recent years
The BDC plays a major role in entertaining informing and educating not just the Holdfast Bay community but also national and international visitors
The BDC has relatedly high running costs
The BDC has little visual street presence ndash potential visitors typically need to be lsquoalertedrsquo to discover it
The BDC has little in the way of neighbouring establishments that are likely to draw foot traffic
The display space lacks flexibility and is constrained by limited floor space
The gallery space is on the mezzanine floor
The BDC is located away from other Council services notably the history centre the libraries and the customer service centre
There was strong support at the stakeholder workshop for a lsquoone stop shoprsquo that would include a customer service centre history centre library internet cafeacute community centre museum and visitor information centre In addition a volunteer training centre could be considered for inclusion
Conclusions
There are opportunities for the BDC and GTH to become revenue neutral
There is a broader strategic issue which needs to be addressed by Council and that is one of potentially consolidating a range of Council services into a lsquoone stop
shoprsquo
The GTH is currently under-utilised but has the potential to be adapted to more suitable economically viable uses such as a boutique hotel grannypackers
lodge or function conference centre with or without a hospitality training school
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 32
The Visitor Information Centre incorporating a gift shop currently operated by the Dolphin Cage could form part of the BDC and contribute in the order of
$90000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to introduce an entry fee which could contribute in excess of $100000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to increase revenue from school groups and bus tours to offset the BDCrsquos operating costs
Stage 2 of this project will comprise a Key Issues Paper and Recommendations specifically addressing issues critical to the BDC and the GTH becoming revenue
neutral Council operations
Source httpswwwholdfastsagovauwebdataresourcesminutesAgendas294_-_Attachment_3a_-_240608pdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 33
Gawler Connect ndash Town of Gawler South Australia
Gawler Connect is an exciting new proposed infrastructure project aiming to rejuvenate Gawlerrsquos Town Hall Institute and Main Street into an Arts Cultural and Community Hub The population of Gawler is predicted to double to 40000 in 10-15 years and there will be an increasing demand on civic and community services
The proposed project will create a lsquoSmartrsquo Library Youth Lounge amp Multimedia Performance Space Cultural Heritage Gallery and Heritage Research Centre Community Arts Space a new National Broadband Network Co Office and Business Incubator Center as well as a street front Tourism and Visitor Centre and Cafeacute with multipurpose spaces available for community use
Gawler Connect will create a vibrant regional Cultural Hub ndash bringing people together in a safe and freely accessible space that inspires all generations through the provision of a range of state-of-the-art spaces and services with an arts and cultural focus The inclusion of a new Tourism and Visitor Centre and Cafeacute co-located with an interpretive heritage gallery fronting the main street will create a vibrant focus and have a flow on effect in attracting visitors and new investment into cultural tourism and the region
Key features
A lsquoSmartrsquo interactive Library with state-of-the-art IT facilities
A National Broadband Digital Services Centre
Digital Media Arts amp Cultural Performance Spaces
Cultural Heritage Exhibition Gallery
A Multi-media Youth Lounge
Heritage Research Centre
Business Incubator Program
Tourism amp Visitor Centre
Cafeacute
Council Customer Service Desk
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 34
Benefits to the community amp region
A major infrastructure project creating local job opportunities
Restoration conservation and adaptive re-use of two State heritage-listed buildings
Significant art heritage and cultural collections on display
Provide space and support for local and regional performing artists
Revitalisation of Gawler Main Street precinct
The project timeline is proposed from October 2013 to December 2016
Council-managed cash contributions for the overall project of about $25 million are proposed (this is in addition to the other allowable Council matching contributions) Council is proposing to raise about 60 of the additional $25 million from a range of potential partners including regional corporate businesses businesses involved in major developments in the region tertiary institutions the State Government and a Community Fund
Source httpwwwgawlersagovaupageaspxu=737
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 35
Murray Bridge Town Hall Cultural Precinct Study ndash The Rural City of Murray Bridge South Australia
Images from Grieve Gillet httpwwwgrievegillettcomaumurray-bridge-town-hallc1n3l
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 36
In 2008 Grieve Gillett was engaged by The Rural City of Murray Bridge to provide a Feasibility Study for the re-development of the Town Hall ndash a significant community asset The Council wishes to develop the Town Hall into a multi-purpose complex of excellence catering to the arearsquos diverse range of community groups residents and visitors
The study looked at options for transforming the building into a multi-purpose lsquoCultural and Performing Arts Centrersquo along with associated works to redevelop the street area on Sixth Street
To complete the Feasibility Study Grieve Gillett carried out the following
Preparation of floor plans of the existing building
Review of the current capacity of the building structure in line with Councilrsquos reports from consultantrsquos relating to the condition assessment defect audits and
structural assessments
Assess and identify user needs and any potential user gaps of the Town Hall facility
Determination of desired usage and development scenarios
Preparation of concept designs that will cater for proposed future uses
Preparation of the estimate of costs of proposed alterations to the building
Options to re-develop Sixth Street between Bridge Street and Fifth Street into a pedestrian-friendly precinct in conjunction with the Town Hall Re-
development Specifically Council requested an exploration of
o Mall with no vehicular movement
o One way road and widened footpaths
o Shared Zone
Presentations of proposals to Council and the Town Hall Project Management Group
Option 1
This option reclaims part of Sixth Street and extends the building to the full extent of the existing pavement line Sixth Street itself becomes one way with traffic travelling in a westerly direction The building opens out onto a plaza area providing additional foyer space suitable for alfresco dining A wide footpath runs alongside following the slope of the land whilst a new ramp is provided at the west end of the building to provide access for people with disabilities at that end
A small through-lift is provided in the north-east corner of the building adjacent to the north-east entry to allow disabled access to the first floor This allows the first floor area to be potentially leased out providing the Council with rental income
A small commercial kitchen is also located in the north-east corner
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 37
In the Hall itself the performance space has been relocated in front of the proscenium arch The stage itself has been removed and the space reutilised as storage areas and an access change room Retractable tiered seating is installed in the space within a partition wall that also forms the theatre lobby
On either side there are stairs to the gallery floor level providing additional seating and the control room
The roof over the new foyer in Option 1 has a 29deg pitch with the roof meeting the existing south stone wall above the existing first floor window line (refer to drawing 07027-SK-05 Long skylights are provided at regular intervals to allow an abundance of natural light
Option 2
Option 2 follows the same plan arrangement as Option 1 but the proposed foyer area is enclosed in a 2-storey high glazed Foyer with solid corners (refer to drawing 07027-SK-06) Our Cost consultant has advised that Option 2 will cost in the order of $560000 more than Option 1
Major Considerations for the Study
Carparking ndash Aim of increasing the general pedestrian amenity of the precinct without reducing the number of car parking spaces that currently exist
Traffic ndash Consideration of a mall with no vehicular movement a one way road with widened footpaths and a shared zone
Pedestrian Mall ndash The advantages of creating a pedestrian Mall would be far outweighed by the disadvantages of loss of car spaces loss of through access and management of delivery and emergency vehicles
Shared Zone ndash A shared zone results in a compromised pedestrian zone and a compromised vehicular solution A one-way solution will improve pedestrian amenity while maintaining good vehicular access and retain on-street parking
Cost Estimate
Total cost including associated fees (ex GST) = $5929000
Potential Income
The upgraded The Town Hall will have a range of facilities that will be capable of generating income
First Floor Offices - 195 square metres of office space for lease on the upper level This will be accessible direct from Bridge Street with its own street address
Current commercial rentals in Murray Bridge suggest that a gross annual rent in the order of $3500000 could be expected
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 38
Other income generation opportunities include
Cafeacute
Kitchen (either linked to the cafeacute or as a separate entity for catering opportunities)
Auditorium and Foyers (community functions weddings conferences corporate training
Source httpwwwmurraybridgesagovauwebdataresourcesfilesgrieve_gillet_reportpdf
Notes from Interview with Murray Bridge Town Hall Project
Summit Strategy conducted a phone interview with Faith Box Team Leader Community Development at the Rural City of Murray Bridge in South Australia to gain further information and insights into the redevelopment of the Murray Bridge Town Hall
The project commenced in 2003 and six years of Council planning took place before the Town Hall redevelopment commenced
Some local art groups took residence in the largely unused Town Hall building and developed a small art gallery ndash the visual art concept for the building grew
from this
A project management team was established and made up of elected members Council staff community stakeholders project architect and local builder
Membership changed over time as the project progressed
It was noted that the architect needed to have extensive theatre design experience
It was never intended for the building to be self-sustaining Council was aware that it would need to subsidise the operation of the building
Murray Bridge has a population of around 29000
Primary Uses The redevelopment was staged as follows
1st Stage
Murray Bridge Regional Art Gallery Premium art space which became a visual arts hub First stage showed the community the potential the building could have
2nd Stage
$750000 renovation ($500000 from Country Arts) Sculpture Court Shared space
3rd Stage
$4M redevelopment of rest of building
Auditorium ndash state of the art AV lighting seating etc
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 39
Workshop spaces for visual arts
Storage spaces
Green rooms meeting rooms conference spaces
Office space ndash for some Council staff
Foyers
Kitchen
Dressing rooms
Amenities
Options for Sixth St
Options for Sixth Street are currently under community consultation
Sixth Street is in the centre of town
Strong willed business stakeholders are worried about losing parking outside their businesses
Council plan to continually upgrade the street to become a shared space but as a gradual process
Governance amp Income
Managed by Council ndash wages maintenance etc
Some formal arrangements ie one community group gets free use of spaces in return for running gallery shop
Some bookings are charged to user exhibitor but most exhibitions are sourced and paid by Council
No charge to consumers for gallery viewing
The cost to Council per annum is significant
Building could never be completely self-sustaining ndash performing arts could be but visual arts cannot
Challenges
Heritage listed building in centre of town
Ingrained in community ndash didnrsquot want to see building knocked down
Strong willed stakeholders ndash including business owners in Sixth Street
Potential loss of parking in Sixth St
Not self-sustaining
Long planning process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 40
Stage One Stakeholder Engagement
Stakeholder Meetings
Andrew Towns from Summit Strategy has had conversations with a range of community and industry stakeholders in relation to this project These include
Huon Valley Council Councillors
Huon Valley Council Officers
Foresty Tasmania
Tahune Airwalk
GeCo
Geeveston Archives and History Society
Hastings Caves amp Thermal Springs
Destination Southern Tasmania
Makers on Church Street
Southern Furniture Design Centre
Harcourts Real Estate Huonville
Bendigo Bank
Masaaki Koyama
Cassey Faux
Amy Robertson
Leanne McKinnon
Henrietta Manning
Stakeholder Workshop
A stakeholder workshop was held on Wednesday 13th May 2015 at the Geeveston Town Hall The purpose of the workshop was to meet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building including
The importance of the Town Hall to the community living in Geeveston and the visitors to the area
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 41
The role of the building in the mix of retail and tourism service offerings within the township and
Opportunities for development of the building
The workshop provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building This input has been utilised in developing the ldquoVision and Objectivesrdquo section below and the potential future uses for the building
Objectives Identified by Community Stakeholders
From stakeholder discussions to date a number of key issues have been identified that are the drivers of value and sustainability for the Geeveston community
It is important to recognize that there are many community and business groups who will be affected by the performance of the Town Hall and it is thought that the building and its future use will have a direct impact on many facets of the life of people in and surrounding the township and the Huon Valley Region
The objectives recommended below have been distilled from various community input and detailed discussion with Huon Valley Council The stakeholder workshop held on the 13th May 2015 elicited the following overarching objectives and goals that the building should aspire to
The question was asked ldquoWhat are some valid objectives for the site or put another way what should our Town Hall be a part of achieving for the placerdquo
Objective Goal Classification
1 Be owned and run by the community ndash direct involvement Eg Community Board of Management
Governance
2 Be a driver for visitation to Geeveston ndash including overnight visitation To encourage a longer length of stay
Economy ndash Tourism
3 Boost the local economy Economy
4 Be an attraction in its own right separate to the Tahune Airwalk Economy - Tourism
5 To strive to be world class Community
6 Reflect the heritage of the area Have links to current amp future development initiatives for the area ie bike track Heritage Park existing retail
Economy ndash Tourism Community
7 Integration of offerings within the area ndash be a connector Community Economy
8 Be respect the culture history and heritage of the area Historical society to be linked to centre but not placed in the centre
Economy - Tourism
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 42
Tell our stories from past current and future Communicate where wersquore going
9 Attract creative industries to the area Economy Community
10 Contribute to the economic and community wellbeing of the local area and region ndash direct benefits Economy
11 Ongoing financial sustainability Operational Sustainability
12 Maximizing the availability of community capital for cost effective resourcing ndash volunteers sponsorship Operational Community
13 Bringing the community together ndash to develop a sense of community pride and ownership Community
14 Inspire and educate our children Community
15 To connect our community and town to the region and to the world Utilise technology to achieve this Internet access for visitors
Economy ndash Tourism
16 Exploit market opportunities that create new offerings and investment Economy
17 Encourage confidence for investment To achieve relevance distinctiveness motivating ndash is our identity right
Economy
18 To be vibrant dynamic and contemporary ndash not a museum Re-think museum
Community
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 43
Potential Uses Identified by Community Stakeholders
The stakeholder workshop identified the potential future use ideas
Gallery space for world-class exhibitions
Flexible events space and linkage to existing events
Agritourism experiences
Food amp beverage offerings o Seafood aquaculture o Fruit ndash apples cherries o Ciders amp wines o Local food hub ndash provedore o Linkage to farmers market
Art amp craft offerings
Timber history heritage and current offerings
Contemporary interpretation of history amp heritage
Access point for National Parks World Heritage Areas
Linkages to waterways
Tourism o Visitor precinct hub o Visitor information centre o Tourism operators o Linkage to Tahune Airwalk amp Hastings Caves
Accommodation
Small business
Restaurant cafeacute
Meeting conference training amp event space
Linkage with external experiences o Heritage Park o Bike track o Geeveston main street ndash pedestrian mall
Township streetscape theme o Heritage of area o Interpretation o Experiences
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 44
Geeveston Town Hall SWOT Analysis
Strengths
Ideal location in centre of township and on the main street
Ample parking adjacent to the building
Close proximity to Heritage Park
Significant and flexible floor space
The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
Highly interested and committed local resident and business community
There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
Existing banking tenant is stable and critical to the function of the town
The building has a long history of supporting tourism history culture and heritage
The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
The building is structurally stable maintainable and low cost in its current form
Weaknesses
In its current format the building does not encourage visitors to stay and enjoy the place
The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main street
Geeveston
The floor space is currently grossly underutilized
The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and businesses in the
area
The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
A very low level of local community engagement and use even though there is a high desire to do so
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 45
Opportunities
Refocus the buildings purpose on engaging visitors and representing its region
Integration of industries through a multi-purpose occupancy model
To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
To position Geeveston via the Town Hall as the gateway to the southwest
To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
To encourage connections to other surrounding townships and attractions
To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through communication of
clear intent and design
To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community groups
volunteer groups)
Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
To encourage investment and employment through the attraction of new business players and industry spending
Threats
Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
Availability of capital funding to redesign the buildingrsquos purpose
Inaction will cause a rapid and continual degradation of the tourism economy for the region
A lack of confidence in the region will constrain further tourism industry growth
The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more important
economically
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 46
Situational Summary
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate community and economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competing priorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses that have far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the site into the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industries within the region to maximize tourism experiences and promote the Huon Valley brand
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the township itself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or a lack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players but it will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse The section following focuses on that task and sets down the development concepts that we believe can be successful with a focus on both the short term requirements and the longer term vision for the township
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 47
Vision amp Objectives
Recommended Vision amp Intent for Geeveston Town Hall
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a community asset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history its natural competitive strengths and inspires a future of collaboration and industry diversity
Recommended Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community To tell our stories amp respect our history
To connect people with each other
To respect the culture history amp heritage of the area
To contribute to community wellbeing of the local area and region
Economy amp Industry To connect our town to the region and the world
To encourage new industries
To encourage employment amp confidence for investment
To offer our visitors great experiences
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
Operational To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
Governance To achieve continuous and stable governance
To achieve ongoing financial sustainability
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 48
Development Strategy Options
In defining an acceptable strategy for development of the Town Hall and also one that has financial feasibility it is important to consider the medium to longer term demand that will be placed on the performance of the building from different sectors of the Geeveston and Huon Valley regional economy
With the downturn in the forestry sector and the unlikely rapid rejuvenation of the sector this cannot be a priority industry to service The forestry industry is a strong theme from the past however and there is significant heritage value in telling that story about the region and one that will be of interest to visitors if told in a compelling and engaging way
The recognised natural advantages that the region holds in wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the more southern region to it is well noted as a ldquoday triprdquo destination from Hobart or Huonville
It is critical that the Geeveston area offers accommodation hospitality social space and additional retail opportunities to visitors into the future The key question is ldquoWhat will be the driver of change to encourage investmentrdquo There must be a catalyst or even a series of them that are integrated that offer private enterprise the confidence to establish operations in the area
Can the Geeveston Town Hall be one of these catalysts to change of the local economy Our argument is that is can be but only for certain purposes of use
It can be a driver of change and development for the following
1 Tourism promotion and visitor information services
2 Vibrant and engaging creative industries (including story-telling and museum)
3 Social and community events of significance
4 Integration and collaboration of industries
Uses that are not appropriate in our view are as follows
Use Reasoning
Manufacturing Significant goods in goods out operations may be highly counterproductive for tourism operations and the linkage to car parking services Additionally materials manufacturing is likely to produce waste that is unsuitable for other uses
Office space (excepting primary purpose office requirements)
Office space is in low demand and is low value and is likely to restrict the volume of use for other purposes that are more important
Accommodation The site will never support the special requirements necessary to develop substantial
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 49
accommodation facilities and is not able to be adjusted easily into the future leaving the site wholly focused on one primary activity
Wholly government funded operations (ie library radio station health offices)
Due to the volatility of government occupancies and the cyclical nature of centralisation and decentralisation government agencies are often a disruptive tenancy for this specific building type Additionally the building is best focused on encouraging private commercial and community enterprise economic development
This feasibility whilst recognising the potentials must also account for the gaps in supply and economic activity
Proposed Scope of Use
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
Economic growth for Geeveston
Visitor Information
Centre
Museum interpretation
centre
Integrated tourism
operations
Seafood experience
centre
Hospitality
(retail)
Community Events
Arts amp culture
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 50
Primary Options for Development and Use
The following table outlines a variety of purposes that we believe are valid for the Geeveston Town Hall however the special characteristics and use detail needs to be further developed in conjunction with the project architect Preston Lane
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
History amp Heritage Museum interpretation center operator
Historical displays and artefacts managed by the community and Geeveston Archives and Historical Society
Moderate at 20 of the site
Funded via visitor donation subsidised by Council (granted use of public assets or donations)
Low impact
Hospitality (Retail) Cafe
Restaurant
Commercial kitchen
Cafeacute and or restaurant with commercial kitchen for community use
Significant at around 20 of the site
Commercial rates for rented area
Potentially significant dependent on design However mechanical engineering likely to be the greatest cost Commercial kitchen is the largest impact
Community Events Flexible space Flexible space available for rental for use by community groups local artisans and commercial operators
Moderate at around 25 of the site
Sessional rates subject to operator approval
Due to the need to be flexible this space is likely to be low cost but will need to be highly durable due to traffic demands
Gallery and exhibition space
Flexible gallery and exhibition space for interactive displays presentations and curated exhibitions
Commercial rates for rented area
Should have a moderate impact if appropriately designed and fitted
Tourism Visitor Information Base for a satellite visitor Minimal at around 10 Commercial rates for Low impact and low
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 51
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
Centre information centre that focuses on Southwest accommodation experiences and attractions Offering retail local goods
of the site rented area cost
Integrated tourism operations
Collaboration of Southwest tourism experiences involving tour operators and guides adventure tourism and agritourism suppliers
Medium at around 10 of the site
Commercial rates for rented area
Likely to be delayed partly funded by building owner and finished by tenant
Seafood experience centre
Showcase of Tasmanian Salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Potential linkage with hospitality operator
Medium at around 10 of the site
Commercial rates for rented area
Potentially a significant cost due to the uniqueness of the experience and subject matter Potentially a long term attraction
Public amenities Public amenities with access from inside the building
Must include a lift to accommodation the elderly disabled and heavy goods
Minor at less than 5 of the site
Non-lettable area Moderate cost but requires significant works due to its current location and state
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 52
Stages of Development
The redevelopment of the Geeveston Town Hall can be broken into three key stages
Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
Stage Two ndash repurpose for the community and visitors
Stage Three ndash encourage service industry growth amp strategic linkages
Stage One ndash Reset the Base ndash prior to Summer 2015
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
To reinstate a Visitor Information Centre on site that also sells local handmade goods either as stock items or on consignment with strong linkages to the designers retailers
The TTIC must have the ability to represent the region in a compelling way there must be clear interpretation of the region
(lower floor)
Significant generator of visitation to Geeveston encouraging increased length of stay and spend
Prior to 201516 peak tourism season ie Spring 2015
Local handmade arts and crafts
Local markets and events
Community engagement
To include a flexible space that can satisfy community events for local and tourism purposes
(lower floor)
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage
Cultural and heritage To reset the museum component to the upper floor only and include a gallery space that could house exhibitions from local and Tasmanian artists
(upper floor)
Moderate refit impact however full implementation would result in a high impact
Staged development is warranted
Stage one would commence immediately ie prior to summer 2015
Full implementation by end 2016
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 53
Stage Two ndash Repurpose for Community and Increase Capacity ndash through to Dec 2016
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Rentable exhibition space for art and craft designers with potentially significant curated exhibitions into the future
Modest to low given the need to meet minimum standards and be a flexible exhibition space Security and environmental quality issues will be primary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural and heritage presentation of the region
ldquoRe-think museumrdquo
Significant on both space utilisation and required quality of fit out
Maximising artifacts and interpretation value
Long term design
Timing unknown at this stage
Community engagement Development of community enterprise taking a proactive hand in utilising the sitersquos flexible area encouraging creativity and connection
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage and how quickly the community enterprises can develop use activities
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercial kitchen that can also run community events
(lower floor)
Significant due to hospitality kitchen requirements and goods storage and inout facilities
Commencement as soon as practicable however operator identification will force a delay ndash Winter 2016 is the ideal development timing
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 54
Stage 3 ndash Encourage Service Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
Creating a tourism hub Potentially some integration of tourist services onsite Yet to be defined in greater detail
Post 2016 summer period
Creating connections with Heritage Park and its development
Some examples include bicycle hire storage of key rentable equipment music festival outdoor arts displays etc
Emerging linkages that are yet to have clarity
Unknown
Creating connection with surrounding townships
ie via bike track maps and presentations
Accommodation and stop over locations Services offered at regional locations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be the marshaling point for all visitors entering for experiences such as boating kayaking biking bush walking and wilderness visits This may require a range of facilities to accommodate
Unknown
Linkages to local industries Creating connections with the aquaculture industry
ie salmon experiences Massakirsquos Sushi alliance
Related to food tourism and food offerings Could be significant if a seafood experience centre is the concept eg aquarium and other features
Unknown
HUON VALLEY COUNCIL
Geeveston Town Hall
FINAL FOR
HUON VALLEY COUNCIL
Geeveston Town Hall ndash The Future
Business Plan
Prepared by
FINAL FOR HUON VALLEY COUNCIL MEETING
20TH August 2015
The Future
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 2
Contents
Executive Summary 4
Geeveston Town Hall Situation 6
The Township of Geeveston 6
Geeveston Town Hall Context 7
Current Use and Use Issues 7
Assessment of the Town Hall Building 8
Geeveston Town Hall SWOT Analysis 9
Situational Summary amp Opportunities 11
Geeveston Town Hall ndash the future 12
Community Engagement ndash Stage One 12
Vision 12
Objectives 12
Scope of Use 13
Primary Options for Development amp Use 14
Design Concept 14
Community Engagement ndash Stage Two 15
QVMAG Comparison and Insights 22
Business Strategy 23
Core Business 23
Differentiation 23
Value Proposition 24
Product amp Experience Offering 25
Economic Impact 27
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 3
Implementation Planning 29
Staged Implementation Overview 29
Detailed Implementation Plan 33
The Business amp Financial Model 37
Business Model 37
Financial Model 38
Governance Model 41
SWOT Analysis 43
Risk Analysis 45
Appendix A 48
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 4
Executive Summary
This business plan has been generated within the context of planning for the future of the Geeveston Town Hall (GTH) within the Geeveston Town Hall ndashthe future project Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council (HVC)as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building and maximisebenefit to the community into future
This project has considered the issues surrounding the economy of the area the previous uses of the building community engagement ideas and feedbackand examples from other parts of Australia and the world in circumstances where a historical public asset requires a new future
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre (VIC)
2 Museum
3 Commercial Gallery
4 Events
5 Hospitality services (cafeacute restaurant)
Architectural concepts have been developed demonstrating how the building could be renovated improving its utility for these purposes and alsoimproving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park and thetownship car park
These concepts have been offered for public consultation and the response from the public has in the main been positive Many residents and interestedstakeholders have rated the concepts highly when comparing them to the vision for the GTH There are issues to be dealt with and such items as publictoilets introducing competitive hospitality services within the town and capturing value from the regionrsquos tourism market have all been raised by thepublic These concerns are addressed in this plan and will be further addressed in future planning efforts in conjunction with HVC and key stakeholdergroups
It is proposed that the GTH be operated in future by an independent new company limited by guarantee (GTH Co) run by a community Board balancedwith representatives from the key stakeholder groups This organisation would contract with HVC for the head lease of the building and would operate thesite as agreed within that document The GTH Co would focus on the various offerings within the business plan and operate a not-for-profit business togenerate economic benefits for the town and the broader region
The redevelopment of the Geeveston Town Hall will take a staged approach and can be broken into three key development stages
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 5
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
Stage one involves the establishment of an operating entity for the GTH building the reinstatement of a Visitor Information Centre on site the redesign ofthe museum to the upper floor and the development of flexible space that can satisfy community events for local and tourism purposes and includes agallery space for community exhibitions
It is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in time for the peaktourism season
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
A critical success factor in the implementation of stages two and any other future development is the achievement of funding to execute the buildingcapital works This would involve grant funding and co-contribution funding
The financial operational forecasts demonstrate that with prudent management the building can be operated at a profit and can contribute rent to thebuilding owner The visitor centre is a significant operational unit which captures value from the available tourism market and positions the town as a keygateway to the far south The building operator will employ staff and contribute generally to the economy of the township as it will require products andservices to operate many of which will come from the local suppliers
There will be a requirement to fund the establishment of the new operating company and also the visitor centre This will need to be in the form of smallassets and also some operational cash flow to enable the commencement of operations HVC must be a leader in the establishment of these newoperations and should consider how they may be funded
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 6
Geeveston Town Hall Situation
The Township of Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk
Total visitor numbers to the Tahune Airwalk have remained steady at around 70000 tickets sold per year for the past 3 years of which around 30 are soldthrough the Geeveston Forestry and Heritage Centre
There are estimates ranging from 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek information aboutsurrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unableto purchase or book anything other than tickets to the Tahune Airwalk and tourism art and craft merchandise The closest VIC is located at Huonville
Furthermore there is an undersupply of accommodation options for all segments of the market The number of visitor nights captured in Geeveston hassignificantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston isrelatively unchanged and there is opportunity to capture a larger share of visitor nights
There is also a gap in the supply of hospitality services for visitors There are currently three hospitality providers in Geeveston and it is noted that there isan inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there isopportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of wilderness waterways and environmentally basedtourism experiences However there appears to be a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
There is a lack of dynamism and contemporary presentation for the history and heritage of the region Capital expenditure on the streetscape and the mainstreet buildings has been very minor with little change over many years The format of the current Geeveston Forestry and Heritage Centre displays is notcontemporary and is not managed to actively encourage re-visitation
Visitors to Geeveston are not inspired to stay and spend time as the current township facilities and amenities lack appeal and do not encourage a feeling ofcomfort and enjoyment
Geeveston has significant issues in relation to the township roadways and how they encourage visitors to enter the main street Signage traffic flow andtownship appeal are all important factors for the future in making Geeveston a more successful township and visitor experience
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 7
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity ofattractions and support services Geeveston and the ldquoFar Southrdquo are well noted as day trip destinations from Hobart or Huonville Geeveston needs toreposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Geeveston Town Hall Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated asa visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community businessmodel
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has astrong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelingsof well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wishto activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see asvaluable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
The Geeveston Town Hall is a public asset owned and maintained by the Huon Valley Council The Council will continue to act as a facilitator of communityand economic development and management of the asset for strategic value into the future But they do not wish to deficit fund the operations of thebuilding into the future Any future operations need to provide long term sustainability
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania does not intend tocontinue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This businessincludes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestryoperations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays andsimilar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver ofvisitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 8
visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction withvisitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the areaGeeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead theForestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centrehave shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for thetownship and all tourism and visitor activities the region has to offer
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatlyinterested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to beregularly involved Even the Geeveston Records and History Society are rarely involved in the site to organise events or to manage the presentation layoutfor the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalktickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from thisactivity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas
Some observations include
bull The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy
the place
bull The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural
advice to plan for contemporary commercial and community use
bull The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access
and to appreciate the surrounding offering of main street Geeveston
bull There is ample parking adjacent to the building that already services commercial and private road users
bull The building is within close proximity to Heritage Park that currently has a master plan under development
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 9
bull The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
bull The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to
other sites of this type
o Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
bull The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
bull The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great
potential for refitting for multipurpose use
Geeveston Town Hall SWOT Analysis
Strengths
bull Ideal location in centre of township and on the main street
bull Ample parking adjacent to the building
bull Close proximity to Heritage Park
bull Significant and flexible floor space
bull The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
bull Highly interested and committed local resident and business community
bull There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
bull Existing banking tenant is stable and critical to the function of the town
bull The building has a long history of supporting tourism history culture and heritage
bull The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
bull The building is structurally stable maintainable and low cost in its current form
Weaknesses
bull In its current format the building does not encourage visitors to stay and enjoy the place
bull The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
bull The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main
street Geeveston
bull The floor space is currently grossly underutilized
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 10
bull The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
bull The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and
businesses in the area
bull The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
bull A very low level of local community engagement and use even though there is a high desire to do so
Opportunities
bull Refocus the buildings purpose on engaging visitors and representing its region
bull Integration of industries through a multi-purpose occupancy model
bull To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
bull A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
bull To position Geeveston via the Town Hall as the gateway to the southwest
bull To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
bull To encourage connections to other surrounding townships and attractions
bull To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through
communication of clear intent and design
bull To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community
groups volunteer groups)
bull Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
bull To encourage investment and employment through the attraction of new business players and industry spending
Threats
bull Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
bull Availability of capital funding to redesign the buildingrsquos purpose
bull Inaction will cause a rapid and continual degradation of the tourism economy for the region
bull A lack of confidence in the region will constrain further tourism industry growth
bull The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
bull If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more
important economically
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 11
Situational Summary amp Opportunities
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate communityand economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competingpriorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses thathave far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the siteinto the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industrieswithin the region to maximize tourism experiences and promote the Huon Valley brand Tasmania has an ever-increasing reputation for quality and uniquefood It also has an increasing number of agritourism businesses offering visitors food and beverage and interpretive experiences The Geeveston TownHall is in the ideal region to link in with this significant trend
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the townshipitself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or alack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players butit will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse
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Geeveston Town Hall ndash the future
Community Engagement ndash Stage One
Community consultation has been undertaken during this process in accordance with the Councilrsquos Community Engagement Framework Initially stage onecommunity engagement was undertaken with key stakeholders at a workshop held on Wednesday 13th May 2015 The purpose of the workshop was tomeet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building Follow up discussions were also undertakenwith a range of community and industry stakeholders in relation to this project
The community engagement undertaken as part of stage one provided Summit Strategy with a list of community driven overarching objectives and goalsthat the building should aspire to as well as a range of ideas for the future use of the building This formed the basis for assessment for the feasibility studyand the input has been utilised in developing the following vision objectives and scope of use for the building
Vision
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a communityasset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history and its natural competitivestrengths and inspires a future of collaboration and industry diversity
Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community bull To tell our stories
bull To connect people with each other
bull To respect the culture history amp heritage of the area
bull To contribute to community wellbeing of the local area and region
Economy amp Industry bull To connect our town to the region and the world
bull To encourage new industries
bull To encourage employment amp confidence for investment
bull To offer our visitors great experiences
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
bull To be a driver for visitation to Geeveston a
Operational bull To be active engaging vibrant dynamic and contemporary
bull To be an attraction in its own right
bull To maximize the availability of community capital for cost effective resourcing
Governance bull To achieve continuous and stable governance
bull To achieve ongoing financial sustainability
Scope of Use
In order to achieve the communityrsquos vision and objectivesof tourism with services to promote the region making provision for high quality food and beverageand cultural experiences
Economicgrowth forGeeveston
VisitorInformation
Centre
Hospitality
(retail)
CommunityEvents
Arts amp Culture
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
To achieve continuous and stable governance
To achieve ongoing financial sustainability
vision and objectives for the Geeveston Town Hall it is proposed that the building be setof tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts
Economicgrowth forGeeveston
Museum interpretation
centre
Integratedtourism
operations
Seafoodexperience
centre
Page | 13
nd connect visitors to surrounding offerings
be set up for the primary purposeswhilst supporting a rich mix of community events arts
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 14
Primary Options for Development amp Use
The following primary use options are valid and sustainable for the Geeveston Town Hall into the future The staging of this development is outlined infurther detail under the Implementation Planning section below
The preferred opportunities for initial development are as follows
bull A Visitor Information Centre that provides clear interpretation of the region focuses on selling and promoting Southwest accommodation
experiences and attractions acts as a gateway to the lsquoFar Southrsquo maximises the regions tourism economy and also sells local unique goods with
strong linkages to the creative industries of the region
bull A high quality flexible Gallery Exhibition Space to house exhibitions from local and Tasmanian artists and craft designers with potentially
significant curated exhibitions into the future
bull A fully modernised Museum for cultural and heritage presentation and interpretation of the region
bull A flexible Events Space that will satisfy community events for local and tourism purposes and encourage development of community enterprise
creativity and connection
bull A public lift and amenities with access from inside the building
Further development opportunities in future years include
bull A high quality Cafeacute andor Restaurant underpinned by a commercial kitchen that can also run community events and functions
bull Collaboration of Southwest Tourism Experiences involving tour operators and guides adventure tourism and agritourism suppliers
bull A Seafood Experience Centre to showcase Tasmanian salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Design Concept
Project architects Preston Lane established concept drawings based on the primary options for development and use outlined above The specialcharacteristics and use detail take into consideration the communityrsquos vision and objectives for the future of the Geeveston Town Hall
The concept drawings form Appendix A to this report and demonstrate how the building could be renovated improving its utility for these purposes andalso improving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park andthe township car park
The key elements of the design concept include
bull Maintaining the integrity of the existing building
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 15
bull Celebrating the interior spaces and heritage of the building
bull Improving the appeal of the building within the streetscape through the re-arrangement of traffic flow
bull Providing a more pedestrian scale along the building edges through the widening of the footpath
bull Creating access through the building and providing linkages between the building and external spaces and beyond (towards the park)
bull Providing greater interaction with the building through the form of the extended works (on the carpark side) and
bull Making the new works subtle yet iconic with reference to the past through materials used
Community Engagement ndash Stage Two
From 15th to 24th July Huon Valley Council undertook community engagement to seek feedback on the primary options for development and use of theGeeveston Town Hall
All Geeveston residents and businesses received a letter inviting them to provide feedback via an online survey available on the Councilrsquos website Thecommunity engagement was also advertised throughout the wider region Community members were informed about the process to date the vision andobjectives for the building and were provided with concept drawings The survey contained a mix of both quantitative (data collection) and qualitative(open comment) questions and aimed to gauge the overall community support for the proposal
In total 84 responses were received via the online survey with additional submissions received from community members regarding the concept designs
In summary the survey provided positive results in all the questions raised regarding the proposal Many residents and interested stakeholders have ratedthe use concepts highly when comparing them to the vision and objectives for the GTH
The positive response received from the community engagement process indicates that the community will use contribute to participate in and supportthe future uses of the GTH building thus helping the GTH to become an attraction in its own right connecting people with each other and encouragingemployment and confidence for investment
The online survey results are detailed below
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Quantitative Survey Results
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosiagree) 143 of respondents disagree (choosing 1 ndashscale of 1-5)
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosindash strongly disagree or 2 ndash disagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Page | 16
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosi ng 4 ndash agree or 5 ndashstronglydisagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4respondents disagree (choosing 1 ndash strongly disagree or 2
643 of respondents support the overall concept 131 of respondents do not support the o
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4 ndash agree or 5strongly disagree or 2 ndash disagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1
643 of respondents support the overall concept 131 of respondents do not support the o verall concept while 226 of respondents are unsure
Page | 17
agree or 5 ndashstrongly agree) 226 ofdisagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1 -5)
verall concept while 226 of respondents are unsure
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 18
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurethey were very supportive of the various uses within the building using the services themselves contributing andor participating in events at the site andtaking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurevarious uses within the building using the services themselves contributing andor participating in events at the site and
taking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Page | 19
Positive responses were received to how the community would see themselves engaging with the GTH building into the future The public indicated thatvarious uses within the building using the services themselves contributing andor participating in events at the site and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Demographic Information
Page | 20
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 21
Qualitative Survey Responses
Survey respondents were also invited to provide general comment regarding the proposal There are many comments that applaud the concepts and usesidentified Overall the results of the survey were very positive however it is noted that several areas of concern were raised which broadly cover five mainthemes
A copy of the written comments received via the online survey is included in the Summary of Survey Results report
Area of concern Summary of comments Proposed Response Action
Cafeacute commercialkitchen
Some concerns raised around the inclusionof a cafeacute due to competition in hospitality inthe township However respondents werenot necessarily opposed to a commercialkitchen or restaurant being available in thebuilding
It is noted that the proposed cafeacute restaurant commercial kitchen is not identifiedas part of the stage 1 implementation but will be considered as part of the nextstage of the project
Some respondents included verbatim comments asking for another cafeacute not to beallowed in the town These comments do not seem to have any other basis otherthan to constrain competition in favour of existing shop retailers in the township
This area of community concern is further addressed in the Economic Impact sectionbelow
Public toilets Some concerns raised around the locationand availability of public toilet facilities inGeeveston
The location of public toilets will be considered as part of future stages of projectimplementation
Currently visitors to Geeveston are not inspired to stay and spend time as thecurrent township facilities and amenities lack appeal and do not encourage a feelingof comfort and enjoyment
It is important that the location of public toilets be well considered as the businessplan aims to increase visitation to Geeveston and capture a greater share ofeconomic value from tourism Timing will also need to be considered in terms offuture stages of implementation and other developments being undertaken in thetownship
Traffic management car parking
Some concerns raised around the impact ontraffic flow from widening the footpath in
Traffic management considerations will form part of the planning in futureimplementation stages and would need to comply with relevant procedures and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 22
Church Street and car parking availability inGeeveston
regulations
Geeveston has significant issues in relation to the township roadways and how theyencourage visitors to enter the main street Signage traffic flow and townshipappeal are all important factors for the future in making Geeveston a moresuccessful township and visitor experience
Timber veilsurrounding thebuilding
Some concerns raised that timber and steelwould not suit the timber heritage feel ofthe Geeveston township
It is noted that the concept drawings provided to the community incorporating thetimber and steel veil are concept only at this stage and that final plans will not beapproved until future stages of the plan are implemented
Sale of TahuneAirwalk tickets
Concern was raised that there was nomention of the sale of Tahune Airwalktickets in the building
It is regarded that the sale of Tahune Airwalk tickets is a critical componentattracting visitors to the township of Geeveston and also an important point ofvalue capture that can assist in sustaining Geeveston Town Hall operations The saleof Tahune Airwalk tickets is part of all stages of the Business Plan and included inestablishment of a fully functioning Visitor Information Centre on site
QVMAG Comparison and Insights
Richard Mulvaney Director of the Queen Victoria Museum and Art Gallery (QVMAG) was interviewed to gain a perspective on the donations policy andvisitor engagement experience of the QVMAG
Annual visitors to QVMAG are around 138000 visitors per annum The museum is a significant facility incorporating many partner and allied organisationsIt is a major draw card for the city of Launceston and a significant events venue With an operating budget of approximately $32M from State of Tasmaniaand around $12M from Launceston City Council the facility is a large publicly run enterprise
Their donations experience is that they achieve less than $2 average per visitor However it has been noted that the profile of visitors is important to this asa high proportion of locals would reduce donation performance It is noted that GTH has a high proportion of mainland and international visitors
There are three donations boxes within QVMAG They are constructed as double sided as many visitors will donate on the way out at the end of theirexperience Merchandising and museum shop is an important element that augments the museum and gallery experience Also the hiring of rooms formeetings and events is a great way to encourage visitation and involvement of the business and various industry communities
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 23
Business Strategy
Given the economic and social situation of the Geeveston Township and its surrounding region it is critical that drivers of economic demand and progressare in place for the future The investigations and concept developments at the time of developing this business plan are focused on development of theGeeveston Town Hall and the business concept behind it that will drive the economy of not just the township but also the broader region
This strategy must be focused on delivering the strategic development of this key public asset to create a building and experience of significance to drivesocial collaboration tourism development and industry development The clear strategy of focusing the building on tourism is compelling particularly forthe purposes of
bull tourism information for the region (incorporating product and experience sales)
bull creative industries (exhibiting and selling regional art and designed goods)
bull agritourism (hospitality food experiences) and
bull history and heritage museum (stories of the past display and exhibition of key artefacts experiences and interpretation)
It is also clear that this building should be managed by an independent organisation to that of its Government owner This has the benefit of ensuring thatcommercial principles underpin the development management and sustainability of the enterprise and its strategic partnerships In doing this Huon ValleyCouncil as ldquoasset ownerrdquo can have a relationship with a single ldquooperatorrdquo This ldquooperatorrdquo can either run internally or outsource the running of the variousservices that the building will offer
Core Business
The core business of the Geeveston Town Hall will be to facilitate the development and management of a significant building that will house services thatare important to the region The core business of the building will relate to tourism and hospitality creative industries and community engagement
The core business must generate economic value for the building to support its maintenance and its services sustainability and also generate flow oneffects to the surrounding economy
Differentiation
The Geeveston Town Hall must differentiate itself from other attractions within Tasmania by using the following factors
1 Creating a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
2 Designing and developing a unique building that is in itself a building of significance within the region and Tasmania
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 24
3 Offering unique experiences to encourage interest
4 Maintaining momentum and dynamism in the content that is onsite to encourage revisitation
5 Achieving greater community engagement and involvement ie development of community enterprise and
6 Gaining involvement of industry players to drive diversity and synergies that generate sustainability outcomes and strengthen the offering and
provide reasons to visit Over time the Geeveston Town Hall will develop greater levels of collaboration between tourism creative industries and
agribusiness sector businesses
Value Proposition
The following are elements of the value proposition for the Huon Valley economy for the development of the Geeveston Town Hall
bull The GTH will become a destination in itself with strong branding and positioning to create an identity for the building and township of Geeveston
bull Geeveston will become a gateway to the ldquoFar Southrdquo driving visitation to the region and capturing an increased share of tourism value through the
promotion and sale of tickets to surrounding attractions and experiences including the Tahune Airwalk
bull The GTH will offer a centralised presentation opportunity for the regionrsquos industries and encouraging greater synergies within industries such as
tourism agritourism and creative industries creating confidence for investment
bull The on-selling and reselling of unique local goods and services will help to support and promote the regionrsquos creative industries
bull The GTH will encourage the development of community enterprise volunteering and community involvement
bull A service level agreement between GTH Co and HVVC will achieve cost efficiencies through staff and technology sharing between the two sites
bull Huon Valley Councilrsquos planned redevelopment of Heritage Park will increase access and linkages to the GTH and the main street and continue to
develop Geeveston as a destination for locals and visitors
bull Proposed traffic management and car parking changes within the township will enable greater access to Geeveston for both vehicles and
pedestrians
bull Staged implementation of changes to the GTH building will encourage other planned changes in the township and allow time to adapt
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 25
Product amp Experience Offering
Purpose Use Use Detail amp Benefit Target Markets
Tourism Visitor Information Centre A Visitor Information Centre that provides clearinterpretation of the region focuses on selling andpromoting Southwest accommodation experiences andattractions acts as a gateway to the lsquoFar Southrsquomaximises the regions tourism economy and also sellslocal unique goods with strong linkages to the creativeindustries of the region
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Creative industries (unique goodsfor sale on consignment)
Integrated tourism operations Collaboration of Southwest Tourism Experiences involvingtour operators and guides adventure tourism andagritourism suppliers
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Seafood experience centre A Seafood Experience Centre to showcase Tasmaniansalmon and shellfish based seafood that Tasmaniaoperates as commercial fisheries Potential linkage tohospitality provider
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
History amp Heritage Museum interpretation center A fully modernised Museum for cultural and heritagepresentation and interpretation of the region Historicaldisplays and artefacts managed by the community andGeeveston Archives and History Society
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
School groups
Community Events Flexible space A flexible Events Space that will satisfy community eventsfor local and tourism purposes and encouragedevelopment of community enterprise creativity and
Local residents
Local businesses workers
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 26
connection Social enterprise
Gallery and exhibition space A high quality flexible Gallery Exhibition Space to houseexhibitions from local and Tasmanian artists and craftdesigners with potentially significant curated exhibitionsinto the future
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries
Hospitality (Retail) Cafe
Restaurant
A high quality Cafeacute andor Restaurant underpinned by acommercial kitchen that can also run community eventsand functions
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries (catering)
Social enterprise (catering)
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 27
Economic Impact
Visitor Information Centre Regional Extension
As has been identified earlier in this plan Geeveston has a significant role to play in servicing visitors to the region and in particular to encourage visitationto surrounding experiences With the significance of the Tahune Airwalk visitation and that to Hastings Caves Ida Bay Railway and Hartz Mountains just toname a few Geeveston simply must perform as a tourism town Its current infrastructure and services are sub-standard and if they do not improve thetown will falter and the region will suffer from a flat or reducing tourism industry
Huonville has operated a visitor information centre (HVVC) for a number of years It has built a model that ensures that it can yield visitor spend based onits visitor profile The current Forest and Heritage Centre (FHC) has more annual visitors than the HVVC These visitors are journeying deeper into theregion and are seeking advice and guidance on what is in the surrounding area and importantly tickets to key attractions
It could be perceived that another visitor centre in Geeveston would cannibalise the sales of Huonville however the two visitor centres should becomplementary and they can be collaborative Even in its current form the FHC is an experience and an important one that is central to the survival of thetown The FHC already outperforms the HVVC on merchandise sales and overall turnover The two sites play different roles in the journey of the visitor andwill sell different product that is more relevant at any point in time This of course will be partly because they will have a different presentation andoffering
Each visitor centre in the region should strive to offer unique experiences and goods if possible however complete diversity is not achievable as there canalso be opportunities for cost efficiencies in stocking general memorabilia and clothing merchandise The diversity of offering onsite is significant enough toencourage multiple visits to VICrsquos throughout the region
The economic impact on the tourism economy in having a visitor centre in Geeveston vastly outweighs any negative impact of minor cannibalization thatmay occur It must also be noted that it is unknown how much opportunity cost is currently being experienced with the FHC in place with greatly restrictedofferings
Geeveston township sustainability and its prospects for growth will be greatly diminished if a visitor centre is not in the town and the surrounding tourismeconomy and community would suffer as a result
Competition in Tourism and Hospitality
There appears to be a gap in the supply of hospitality services for visitors within the township There are currently three hospitality providers in Geevestonbut it is noted that there is an inconsistency in business operating hours lower than acceptable food and service quality and the townshiprsquos services areunavailable or limited after 4pm
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 28
A key element of this plan is for the GTH to be a destination in its own right and a gateway to the lsquoFar Southrsquo Geeveston therefore has a significant role toplay in servicing the increased number of visitors to the township and region and to capture a higher share of visitor spend on food and beverageParticularly during daylight savings months there is opportunity to provide more lunch or early dinner offerings for tourists
A cluster of food offerings ie cafes restaurants within the township will promote both competition and cooperation and grow the townships reputation asa place to eat which is currently lacking Operators will compete to win customers thus encouraging quality product offerings and customer servicedriving innovation in filling gaps within the market
Introducing competitive hospitality providers within the township will aim to raise the level of overall hospitality services and offering to visitors Qualityand appealing food options within the township will help to develop Geeveston as a destination of choice for locals and visitors a reason to visit and tospend time
It is critical that agritourism linkages are in place to support tourism hospitality for the town Quality providers of fresh regional and Tasmanian produce area very important component and the township seemingly has an undersupply of hospitality services of this type particularly of a quality and standard thatis acceptable to interstate and international tourists
Township Performance and Effect on Micro-Economy
This project aims to develop feasible uses for the future of the GTH that will benefit the economy of the region and maintain the building for the future
Geeveston is one of the townships hardest hit by the decline of the forestry industry in Tasmania
The redevelopment of the GTH will bring a new wave of opportunity to the local economy as there will be a raising of the standard of the townrsquos amenitynew service offerings and experiences new employment capital development expenditures increased tourist visitation and commercial development ofthe town in general brought about by competition
Improvement in value capture of the township within the region will have positive ongoing economic impacts for stability for existing businesses andemployment
Without improvement in the township offering and competition the township would not change and keep pace with the demands of the modern touristsettler or business investor
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 29
Implementation Planning
Staged Implementation Overview
The redevelopment of the Geeveston Town Hall can be broken into three key development stages
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
It is proposed that the GTH be operated in future by a new company limited by guarantee (GTH Co) run by a community Board balanced withrepresentatives from the key stakeholder groups The first step in achieving this business plan is the establishment of an operating entity for the GTHbuilding
As part of stage one it is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in
time for the peak tourism season as well as some provision for a community gallery and flexible use space In order to achieve this a number of key
activities would need to occur These include
bull Establishing an organisational structure governance Board and support mechanisms
bull Re-establishment of the visitor centre utilising existing resources and small assets and partnering with the HVVC
bull Resetting the museum and preparing for a new contemporary presentation
bull Seeking assistance with museum for maximising the visitor value from the historical stories
bull Engaging with regional creative industries through the Huon Valley Arts Cooperative Initiative
bull Organising community events that provide value for locals and encourage greater levels of planning sharing and connection with established
activities
bull Organising an initial calendar of ldquoshowcase eventsrdquo for the township and region that would attract Southern Tasmanian visitors primarily for day
trips and visitors from northern Tasmania whilst on intrastate holiday and
bull Establishing an interim identity for the building that signals a change from the current format and function and a transition to the new concept that
can be promoted ahead of time
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 30
Stage one is ultimately a ldquoproof of conceptrdquo stage during this initial stage the Geeveston community and key user groups would need to be engaged with
and challenged to ldquoprove the business modelrdquo before commencement of the stage two developments The key groups include
bull Geeveston Archives and History Society
bull Regional designers artists and gallery owners ideally working through the Huon Valley Arts Cooperative
bull Tourism operators accommodation providers and visitor centre workers
bull Volunteer groups
bull Various other Township associations
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment It is noted that this stage and any future implementation stages would be highly dependent on grant funding and co-contribution funding
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
Stage One ndash Reset the Base
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
To reinstate a Visitor Information Centreon site that also sells local handmadegoods either as stock items or onconsignment with strong linkages to thedesigners retailers
The TTIC must have the ability torepresent the region in a compellingway there must be clear interpretationof the region (lower floor)
Significant generator of visitation toGeeveston encouraging increased lengthof stay and spend
Utilise the existing shop and officeinfrastructure
New tourism and retail display systemsto be implemented
Prior to 201516 peak tourismseason ndash Spring 2015
Local handmade arts andcrafts
Local markets and events
To include a flexible space that cansatisfy community events for local andtourism purposes and include a galleryspace that could house exhibitions from
Low given that use is likely to be a mix ofexhibitions events and meetingsResetting the special layout and creatinga visitor experience that is also a flexible
Likely to be progressive but canrsquotbe too far behind the VICdevelopment
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 31
Community engagement local and Tasmanian artists
(lower floor)
area is the challenge
Detailed planning for the lower floorspace that is not to be utilized by VIC
Cultural and heritage To reset the museum component to theupper floor only
(upper floor)
Moderate refit impact however fullimplementation would result in a highimpact
Staged development is warranted
Initial stage would commenceimmediately ie prior to summer2015
Stage Two ndash Repurpose for Community and increase capacity
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Commercial Gallery with potentiallysignificant curated exhibitions into thefuture
Modest to low given the need to meetminimum standards and be a flexibleexhibition space Security andenvironmental quality issues will beprimary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural andheritage presentation of the region ldquoRe-think museumrdquo
Significant on both space utilization andrequired quality of fit out Maximisingartifacts and interpretation value
Long term design Unknown timing
Community engagement Development of community enterprisetaking a proactive hand in utilising thesitersquos flexible area encouraging creativityand connection
Low given that use is likely to be a mixof exhibitions events and meetings
In line with site development onlower floor
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercialkitchen that can also run communityevents
(lower floor)
Significant due to hospitality kitchenrequirements and goods storage andinout facilities
Commencement as soon aspracticable however operatoridentification will force a delay ndashWinter 2016 is the idealdevelopment timing
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 32
Stage Three ndash Encouraging Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
Creating a tourism hub Potentially some integration of touristservices onsite Yet to be defined ingreater detail
Post 2016 summer period
Creating connections with Heritage Parkand its development
ie bicycle hire storage of key rentableequipment music festival outdoor artsdisplays etc
Emerging linkages that are yet to haveclarity
Unknown
Creating connection with surroundingtownships
ie via bike track maps andpresentations
Accommodation and stop overlocations Services offered at regionallocations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be themarshaling point for all visitors enteringfor experiences Boating Kayakingbiking walking and wilderness visitsThis may require a range of facilities toaccommodate
Unknown
Linkages to local industries Creating connections with theaquaculture industry
ie salmon experiences restaurantoffering
Related to food tourism and foodofferings Could be significant if aseafood experience centre is theconcept eg aquarium and otherfeatures
Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 33
Detailed Implementation Plan
As of 31 October 2015 the Forest and Heritage Centre will cease operation at the Geeveston Town Hall The following table details the majorimplementation tasks for Stage One of the Geeveston Town Hall development with the aim of having a fully functioning Visitor Information Centre andMuseum operating by the end of November 2015 in time for the peak tourism season as well as a community gallery space
Whilst every effort has been taken to identify the key activities that would need to be undertaken to successfully implement stage one final planning andbudget requirements will ultimately need to be undertaken by HVC as the key decision maker and source of seed capital for this venture Of course thefollowing plan and budget may be lower than expected if HVC has the capability to insource some of the establishment works
It is not feasible to provide specific details of implementing further stages at this time but it is noted that any future implementation stages would be highlydependent on grant funding and co-contribution
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 34
Stage One Implementation
Initiative Strategy Task Timing Responsibility Estimated Budget
Establish the OperatingEntity
(Set up stage Sept Oct Nov)
bull Establish legal entity and constitution Sep 2015 HVC $5000-8000
bull Establish representative community Board Sep 2015 HVC $2000
bull Establish foundation budget amp funding Sep 2015 HVC Potentially $15000-$20000
Also linked to TVIN budgetfor assets and stock
bull Finalise human resource plan and recruitment Oct 2015 GTH Co $6000-$8000
bull Execute lease amp other partnership agreements (ie
HVC lease support from Huon Valley Visitor Centre)
Oct 2015 GTH Co $2000
bull Establish tenancy terms with Geeveston Records amp
History Society (for operation of museum)
Nov 2015 GTH Co $1500
bull Set up community support structures
o Establish community events sub-committee
o Hold a community ldquoworking beerdquo
Nov 2015 GTH Co Nil
Establish Visitor Centre
(To be in full operation by 1December 2015)
bull Identify amp purchase operational assets
o Computers amp telephone system
o Office furniture
o Visitor centre signage
o TVIN membership
o Tourism brochure displays
o Retail displays and shelving
Oct 2015 GTH Co Less than $20000
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 35
Initiative Strategy Task Timing Responsibility Estimated Budget
o Initial stock holding
bull TVIN membership Oct 2015 GTH Co Within the above
bull Booking amp reservation system Oct 2015 GTH Co Within the above
bull Refit GTH retail area as Visitor Information Centre
o Booking desk brochure stands racks
poster positions digital signage displays
retail shelving and stands interpretive
display boards etc
o Many items will be made available by
Forestry Tasmania (exact items yet to be
confirmed)
Nov 2015 GTH Co Within the above
bull Finalise HR plan amp undertake staff training Nov 2015 GTH Co Operational budget $2000
bull Develop merchandising plan Nov 2015 GTH Co $2000
(test stock and advice)
bull Finalise budget Nov 2015 GTH Co As above
Reset the Museum
(To be in full operation by 1December 2015)
bull Finalise the commercial agreement with the
Geeveston Records amp History Society
Oct 2015 GTH Co As above
bull Redesign the museum space to the top floor only Nov 2015 GRampHS Unknown but minimal(community project)
bull Seek assistance with interpretive panels Nov 2015 GRampHS Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 36
Initiative Strategy Task Timing Responsibility Estimated Budget
bull Establish a museum operations plan Nov 2015 GRampHS andGTH Co
Nil
Establish CommunityGallery Space
bull Engage with regional creative industries through the
HVC Arts Cooperative Initiative
Oct 2015 GTH Co Nil or minimal
(insourced)
bull Reset dedicated GTH space for community gallery
operations ie partitions and mobile walls
Nov 2015 GTH Co HVCArts Co-operativemembers
Community arts workingbee
Potentially Arts Tas minorsponsorship
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
The Business amp Financial Model
Business Model
Relationship
Tenants
Operator
Owner
Visitor Centre
Internal toGTH Co
The Business amp Financial Model
HVC
GTH CoCommunity
Board
Visitor Centre
Internal toGTH Co
Museum
Outsourced
Gallery
Internal toGTH Co
Cafe Restaurant
Outsourced
Page | 37
Cafe Restaurant
Outsourced
Events
Internal toGTH Co
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 38
Financial Model
The budget for operations of the new venture GTH Co has been created using an approach showing the basis for operations of stage one as a full yearfinancial operational budget forecast The budget has then been built showing the financial impact of more developed operations within a stage two
An overall master budget has been created for the operating entity using the working title GTH Co as well as separate operating budgets for each of thetenants or services operating within the business
Budgets have been cast on an annualised basis due to the uncertainty around timing of start-up and potential capital development periods whereinterruption will be experienced
The core objectives of the financial model are
bull To establish operations on a profit basis using normal commercial principles
bull To ensure that an independent company can be the ldquooperatorrdquo of the GTH that does not require ongoing subsidisation from HVC to remain
feasible
bull To take into account reasonable estimates that follow principles of prudence by overstating costs and understating revenue
bull New operational principles that affect revenue raising have been researched as far as is practicable at this stage based on available source
historical financial data but may require further work
The complete budget papers were tabled at the HVC Workshop on 18th August
Key Assumptions
Several key assumptions have been made in relation to the operating budget and have been built into the Excel cash flow statements These are as follows
Business Unit Stage One Implementation Stage Two Implementation
Visitor Information Centre (VIC) Visitor center sales for attractions in line with historicalperformance Critically the VIC will be selling TahuneTickets along with the normal TVIN accommodationexperiences and products lines
Tahune sales at 30 of total Tahune tickets
Year two growth after renovation Tahune modest growthHastings modest growth 2 CPI price increase across theboard
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 39
Accommodation bookings very low due to locationdisadvantage and local offerings Only 150 room nightsbooked
Stable accommodation bookings at low levels
Merchandise sales based on FHC existing sales plusadditional sales from new stock and consignmentgoods Retention of some existing FHC merchandiseitems to be sought Eg Island specialty timbers andlocal wood crafts
Merchandise growth particularly in regional goods
Stock sales of $150000 at 50 GP
Existing FHC merchandise shop sales are $110K paCOGS at lt 40
Growth in stock sales to $190K
VIC operations run by GTH Co in collaboration withHVVC Some subsidized services paid for to HVVC
No change
All staff employed by GTH Co and staff utilized acrossall functions (inc VIC museum and events buildingdaily operations)
No change
Museum Donations collection based on $18 per donation 12 strike rate
Stable but growing
Contributing rent and electricity No change
Agreement for 40 rent from donations and 10 tostaff costs
Events Minimal events planned for FY16 25 1 eachfortnight Average venue revenue $200 per session
Events growth after refurbishment Some pricing andcommercial terms review due to significant facility change
No labour cost Possible change to labour contribution
Most cost increases borne by external operators using the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 40
Electricity apportioned
Rent applied pa
facility with their own labour
Gallery No commercial gallery operations in FY16
However GTH Co will encourage arts associations toprove gallery concept and offer space at a reducedevent rate for exhibitions
Commercial gallery to launch after refurbishment
Sales of artwork and goods to commence
No budget for capital works at this stage Reliance onvolunteer labour and community contributions for thefirst year
Regionally significant gallery boosts visitor numbers andextends length of stay in the far south
Cafeacute Restaurant No cafeacute or restaurant Cafeacute lease established after renovation during year 2
Rent rates in line with Church St prices $200-250 per weekfor an average cafeacute site
Site Occupancy and Financial Framework
Geeveston Town Hall Co (GTH Co) will hold the head lease for the site with Huon Valley Council GTH Co will have the right to sub-lease the premisessubject to agreed uses and approval of tenants by the full Board of GTH Co GTH Co will negotiate an appropriate rental return with HVC taking intoaccount the establishment costs of the site and the target return for HVC
The holders of tenancies are planned as follows
1 The Visitor Information Centre will be operated by GTH Co and will hold the head lease
2 The Museum will be offered lease terms and be run by the Geeveston Records and History Society The museum will pay rent and also subsidise
staffing costs
3 Events Space is operated by GTH Co and rent contribution will be charged from all revenue received for events
4 A Cafeacute is contemplated for the second period after renovation A lease would be assigned for this space at commercial rates
5 A Commercial Gallery is not planned to launch until after renovation and in the interim arts community members will be welcome to hire space as
per the events space with negotiated pricing terms
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 41
Financial Targets and Contributions
Capital expenditure estimates are currently being prepared and due to the conceptual level of detail are likely to be estimates based on commercialexperience and examples These estimates will be available at the HVC workshop on 18th August and will be provided as part of the complete budgetpapers
Governance Model
The plan for governance is based on the following principles
bull Achieving a community run facility for the benefit of the broader community and economic advancement of the region
bull Encouraging strategic partnerships within community groups public organisations and industry players to achieve greater value for the community
and the building owner than a purely commercial operator could
Governance Proposal
It is proposed that
1 The Huon Valley Council establish a new company limited by guarantee ie Geeveston Town Hall Company (GTH Co)
2 The GTH Co be run by a community Board balanced with representatives from various key stakeholder groups
a The Board needs to have enough members to satisfy the GTH CO community and industry profile
b Board membership may comprise representatives from HVC industry and community
3 The new company would operate as not for profit business and essentially reinvest surpluses into the GTH and its related operations
Board Structure and Operation
It is suggested that an independent Chairman be appointed However if this is not achievable then the Chairman role could be for a fixed term of 2 yearsrotational across the Board members
Board composition may comprise the following
bull Chairman
bull HVC
bull Township associations
bull Key industry players
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 42
It is suggested that subcommittees be assigned by the Board to critical functions that would in turn enable the involvement of community and industrycontributors to assist and provide guidance to key initiatives A single board member could be chair of a sub-committee and could elect to formulatesubcommittee members from the community
The recommended governance model outlined above is for discussion with HVC The final decision regarding governance structure and operation is to bedetermined by Huon Valley Council
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 43
SWOT Analysis
Strengths
bull The Geeveston Town Hall will become an attraction in its own right
bull The reinstatement of a Visitor Centre on site will be a significant generator of visitation to Geeveston encouraging increased length of stay and
spend
o Sale of Tahune Airwalk tickets
bull Long term financial sustainability
bull Town Hall will encourage continuity of employment in the township and on site
bull Efficiencies will be created though the operating entity owning and managing the Visitor Information Centre (VIC)
bull Efficiencies will be created through partnership arrangements between the Geeveston and Huonville Visitor Centre (HVVC) (ie sharing of
technology and staff)
bull Cost savings and intimacy to be achieved through use of volunteers
bull On selling and reselling of regional goods and promotion of local creative industries
bull Creation of greater access and linkages between the building and external spaces and beyond
Weaknesses
bull Start-up organisation with undefined Board
bull Uncertain funding sources and no currently identified seed capital
bull Current museum interpretive content is not contemporary or appealing
bull Reliance on donations to subsidise operation of the museum
bull Gross profit on VIC operations are traditionally low therefore reliance on selling value added Tasmanian products is high at current township visitor
numbers
bull Public toilets must be moved if the overall concept is agreed
Opportunities
bull To create a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
bull To generate economic value for the building with flow on benefits to the surrounding township and region especially within stage two of the plan
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 44
bull To achieve greater community engagement and involvement ie development of community enterprise
bull To facilitate industry involvement and collaboration between tourism creative industries and agribusiness sector businesses
bull Raise the level of hospitality services within the town and offering to visitors
Threats
bull Duplication of visitor information services within the region
bull Cafeacute restaurant competing with existing hospitality businesses in the township
bull If the VIC is not implemented decreased visitation to the town and region resulting in lower VIC bookings commissions and retail sales achieved
bull Ability to encourage revisitation to the area
bull Ability to attract appropriate tenants to Stage 2
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 45
Risk Analysis
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
1 No action taken amp the GTH becomesdormant
H M This would be catastrophic for the townshiprsquos economy
2 Stage one startup capital notavailable
H L Refer point 1
3 Funding for stage two notachievable
M M Commence advocacy lobbying and applications for funding at the earliestopportunity to enable works commencement no later than autumn 2017
4 Building budget for concept is largerexpectations and funder capacity
M L Lobby State and Federal Government on the merits of supporting regionaleconomies for the longer term economic and social benefits
5 Ability to attract appropriatetenants to stage two and beyond
H L At the earliest stage promote the changing nature of Geeveston and itsregion along with the tourism plan for the Huon Valley Early discussionswith likely tenancy applicants are important
6 Township toilets relocation becomesproblematic for HVC capital budget
M M Build toilets relocation into capital works budget for GTH to ensure thatthe overall project works are budgeted taking a holistic view
7 Introducing a second VIC to theregion may cannibalise the sales ofHuonville
M L The two VICs should be complimentary and they can be collaborativeThe two sites will have a different presentation and offering and will selldifferent product that is more relevant at any point in time
Some minor canabalisation may occur but Geevestonrsquos sustainability andits prospects for growth will be greatly diminished if a VIC is not in thetown and the surrounding tourism economy and community would
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 46
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
suffer as a result
8 VIC not authorised to sell TahuneAirwalk tickets and overallcommission revenue is lower thanexpected
H L Provided the new operator has a sound business structure and a goodworking relationship can be developed Forestry Tasmania would givefavourable consideration to the new operator selling tickets oncommission for Tahune Airwalk The industry standard of 15commission would apply to ticket sales
9 VIC retail sales revenue is lowerthan expected
M L Adjust operating costs to suit adjust retail products and pricingGenerate community support to encourage township visitation increasesfrom intrastate markets
10 Tahune take steps to restrict VICsales via significant onlinedevelopment and discounting
M L Communicate the total offering of the GTH to inbound tourists andcreate partnerships with feeders and referrers for travel to GTH
11 Current museum interpretivecontent is unappealing and notcontemporary
H M This is a core issue for the holding of tenancy for the Museum componentIn future the value generated by experiences and offerings will beparamount for feasibility and sustainability
Encourage the Geeveston Records and History Society to seekprofessional help immediately
12 Museum donations revenue arelower than expected
L M Little can be done about this Review and potentially improvecommunications to visitors Bundle a value-add with the museum andcharge an entry price Much is dependent on the strength of the offering
13 Introducing competitive hospitalityservices within the town seriouslyaffects viability of other operators
M L Township operators must stand on their own competitive positioning Iftownship traders choose not to change or offer greater value and aretherefore not preferred then the free market must be allowed to operate
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 47
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
to the future viability of the town
14 Governance structure fails M L Building owner to reset the lease of the building and remove theoperator
Building owner may provide support and guidance in the initial stages ofcompany establishment to ensure a successful first year of trading andongoing partnership in the stage two building development process
Balanced board members and appropriate representatives withprofessional skills are a key issue for governance success
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 48
Appendix A
Architectural concepts have been created by project architect Preston Lane The concept drawings demonstrate how the building could be renovatedimproving its utility for these purposes and also improving the main street of the town including greater open public area surrounding the building on themain street connection to Heritage Park and the township car park
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 49
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 50
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 51
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 52
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 3
Executive Summary
This feasibility study for Huon Valley Council has been prepared within the context of planning for the future of the Geeveston Town Hall (GTH)
Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building for the future
This project has considered the issues surrounding the economy of the area drivers of tourism visitation to the area issues surrounding the GTH building itself and adaptive reuse examples from other parts of Australia and the world in circumstances where an historical public asset requires a new future
Importantly this project has sought community ideas and feedback through a formal stakeholder workshop and conversations with a range of community and industry stakeholders This has provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre
2 Museum interpretation centre
3 Gallery amp exhibition space
4 Flexible events space
5 Hospitality services (cafeacute restaurant commercial kitchen)
6 Integrated tourism operations
7 Seafood experiences
8 Public amenities
Architectural concept drawings will need to be further developed in conjunction with the project architect Preston Lane showing the special characteristics and use detail and demonstrating how the building could be renovated improving its utility for these purposes
These use opportunities and design concepts will be offered for public consultation in July 2015
A detailed business plan will be developed for the preferred use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 4
Scope and Purpose of the Feasibility Stage
The scope of this stage of work as per the project brief is as follows
Core Objectives
To assess identified options to enable a recommendation to be made on the most viable and sustainable option for the centre
Assessment will include
Consideration of each identified option
Consider industry best practice for each of the identified options
Identification of potential impacts on the building and its infrastructure for each option (ie space required fit out people flow through building access
requirements etc)
Cost benefit analysis for recommended option identified
Work Tasks
1 Research uses for town halls and key central public assets across other townships in Australia and overseas Find as much comparative data and descriptive
information as is feasible to inform the project team and stakeholders
2 Record and assess each configuration in a comparative analysis Qualify the differences and benefits of different approaches taken elsewhere
3 Consult with industry professionals in networks with Australian and global experience to gather ideas experiences and advice
4 Generate key concepts for development
5 Map the requirements
a uses business types and offerings
b impacts on local township businesses
c technical requirements for each use
d site user issues
e asset development issues and
f estimate base costs to develop
6 Generate alternatives for the site within the feasibility study that should be considered This will link closely to any possible concept alternatives within the
design process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 5
Referenced Documents
The following Huon Valley Council publications were read as background information in the development of this feasibility study
2010-2015 Strategic Plan
2014 ndash 2015 Annual Plan
Huon Valley Council Economic Development Strategy
Heritage Park Site Development Plan
Huon Valley Regional Tourism Strategy
Huon Trail Marketing Plan 2014-15
Far South Regional Tourism Strategy
Arts amp Heritage Strategy and Action Plan 2012 ndash 2017
Community Engagement Framework
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 6
Huon Valley Community amp Economic Profile
The Huon Valley is a vibrant semi-rural community located a comfortable 30-minute drive south of the Tasmanian capital city Hobart It is Australiarsquos southernmost municipal area with a population of more than 15000 people
The Valleyrsquos 5497 square kilometres is dominated by meandering waterways and forested hills The regionrsquos fertile landscape produces a dazzling array of quality foods that has helped Tasmania earn its reputation as a food-lovers paradise
The Huon Valley is also a haven for yachting and boating enthusiasts with easy access to the Huon River and DrsquoEntrecasteaux Channel These waters offer world class fishing sailing diving and rowing experiences
Our magnificent waterways are not the only attractions The area is also renowned for its mushrooms wine seafood fruit and other gourmet delicacies The gourmet food festival Taste of the Huon held each year in March is a weekend celebration of the best produce the Valley has to offer
Source httpwwwhuonvalleytasgovauregion
Key Statistics
Resident population 15140
Median age 42
Number of households 5812
Median total household income ($weekly) 868
Unemployment rate 66
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 7
Employment
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 8
Businesses
There are approximately 1175 businesses in the Huon Valley region encompassing Huonville ndash Franklin Geeveston ndash Dover and Cygnet The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 9
Geeveston Community amp Economic Profile
Geeveston is a small township nestled in the lower reaches of the scenic Huon Valley It has a strong apple growing and forestry heritage and today caters for travelers exploring the nearby forests Hartz Mountains National Park and Picton and Huon rivers
Surrounded by rolling hills and the nearby mountains Geeveston has a range of shops eateries and local attractions and a main street full of hand-carved timber sculptures of famous locals
Apple orchards grow in the lush green valleys nearby and during autumn visitors can buy buckets of Pink Lady Crofton Geeveston Fanny Apple Red Delicious Granny Smith and Fuji apples from roadside stalls
Theres also a creative community of artists and makers who sell their wares on the main street and at a regular market
West of Geeveston is the Tahune Forest Reserve and the popular Tahune Airwalk Here you can walk amongst the treetops past rare species some found only in Tasmania The walkway rises up to 48 metres above the ground and extends for around half a kilometre over the Tahune State Forest and Picton River
Source httpwwwdiscovertasmaniacomauaboutregions-of-tasmaniahobart-and-southgeevestonwhat-to-do|page-1
Key Statistics
Resident population 1430
Median age 41
Number of households 549
Median total household income ($weekly) 765
Unemployment rate 77
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 10
Employment
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 11
Businesses
There are approximately 278 businesses in the Geeveston ndash Dover area The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 12
Drivers of Economic Development
Although it is outside the scope of this project to plan more broadly the economy of the region as Council already has an Economic Development Strategy it is still important to focus on the drivers of economic performance as they are related to the Geeveston Town Hall and the overall Geeveston township and surrounding region
Below are performance measures and targets offered for discussion and further clarification within the context of this project It must be recognized that a singular building development is incapable of being responsible for the total performance of a region however it is also important for this planning project to identify with the overarching objectives for the region One of the major drivers of growth for the region is tourism as this is a natural strength of the region and also a key driver of opportunities where scale and economic diversity can be achieved
Industry Performance Measures for Discussion
Industry Performance Measure
Tourism and Hospitality Room night stock
Visitors to region (total visitors to Geeveston)
Length of stay (nights)
Average spend during stay
Jobs by business type
Jobs created in annual period
$ investment in new activities and assets
Number of new businesses
Other Industries
Seafood and fisheries
Forestry
Creative industries
Jobs by sector
Jobs created in annual period
$ investment in new activities and assets
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 13
Primary production (farming)
Manufacturing (food industrial commercial and consumer goods)
Retail (food consumer goods)
Services (health education transport etc)
Number of new businesses
Tourism Visitation
The Huon Valley
The Huon Valley prides itself on its pristine environment rich living history strong maritime connections temperate wilderness unique accessible wildlife world renowned food and wine and seasonal climate variations
The Huon River is an iconic natural feature of the Huon Valley and weaves its way through the five main townships of Huonville Franklin Cygnet Geeveston and Dover The region has a long maritime and forestry history and is augmented by a rich cultural heritage
The Huon Valley encompasses two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks
Tourism is a key economic driver in the Huon Valley and the region leverages from its two major tourist attractions ndash Tahune Airwalk and Hastings Caves and Thermal Springs
Source Huon Valley Attractions and Experiences Prospectus ndash April 2013
The table below shows a range of statistics based on interstate visitation to Tasmania from January 2011 to December 2014
The Huon Trail commences at Taroona and travels south to Kingston where it splits into two distinct areas of the Huon Valley and DrsquoEntrecasteaux Channel areas Interstate touring route holiday visitors to the Huon Trail increased 23 in 2013 from the previous year and further increased by 32 in 2014 to 154007 visitors
In the 12 month period from January 2014 to December 2014 there were 55687 interstate visitors to the Tahune Airwalk down 20 from the previous year and 22911 interstate visitors to Hastings Caves and Thermal Springs down 11 from the previous year
It would appear from the data below that new accommodation came online in both Cygnet and Huonville during 2014 with a significant increase in overnight visitor numbers and nights stayed in these locations However it is noted that this data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 14
Jan 2011 - Dec 2011 Jan 2012 - Dec 2012
change from
previous period Jan 2013 - Dec 2013
change from
previous period Jan 2014 - Dec 2014
change from
previous period
Day Visitors
Dover (Until June 2006 from July 2007) (Visited) 12141 12439 245 13610 941 12330 -940
Geeveston (until June 2013) (Visited) 38243 37663 -152 26013 -3093 - -
Cygnet (from July 2013) (Visited)~ - - - 14341 - 37329 16030
Huonville (Visited) 73169 68188 -681 75154 1022 67202 -1058
Cockle Creek (from July 2005) (Visited) 9085 7179 -2098 8132 1327 8046 -106
Overnight Visitors
Dover (Until June 2006 from July 2007) (Overnight) 8157 5610 -3122 7906 4093 9223 1666
Geeveston (until June 2013) (Overnight) 5616 7092 2628 4481 -3682 -
Cygnet (from July 2013) (Overnight)~ - - 2521 - 10914 33292
Huonville (Overnight) 15009 12819 -1459 17891 3957 25069 4012
Cockle Creek (from July 2005) (Overnight) 4175 4819 1543 5349 1100 6182 1557
Total Number of Nights Stayed^
Dover (Until June 2006 from July 2007) 37159 66172 7808 18601 -7189 27257 4654
Geeveston (until June 2013) 36663 19441 -4697 8153 -5806 - -
Cygnet (from July 2013)~ - - - 9343 - 75362 70661
Huonville 103104 96799 -612 68458 -2928 140297 10494
Cockle Creek (From July 2005) 11035 12242 1094 14947 2210 12932 -1348
Average Number of Nights Spent^
Dover (Until June 2006 from July 2007) 46 118 720 24 -940 3 06
Geeveston (until June 2013) 65 27 -380 18 -090 - -
Cygnet (from July 2013)~ - - - 37 - 69 32
Huonville 69 76 070 38 -380 56 18
Cockle Creek (From July 2005) 26 25 -010 28 030 21 -07
Average Spend per Visitor ($000)
Average Expenditure per Visitor 1631 1542 -0089 153 -0012 1645 0115
Holiday 2425 217 -0255 2224 0054 2284 006
VFR 088 0949 0069 0862 -0087 0997 0135
Business 113 1166 0036 1153 -0013 1112 -0041
Other 1585 1809 0224 1371 -0438 1336 -0035
Attractions Visited
Tahune Forest Airwalk (from July 2001) 56747 54166 -455 69802 2887 55687 -2022
Hastings CavesThermal Springs 22105 22011 -043 25817 1729 22911 -1126
Touring Route Holiday Visitors
Huon Trail 128232 121686 -510 149298 2269 154007 315
Places stopped and looked around but did not stay overnight
This data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Visitor data for Geeveston was collected until June 2013 so the Jan 2013 - Dec 2014 represents only a 6 month period
~ Visitor data for Cygnet was collected from July 2013 so the percentage change from the previous 12 month period is based on only a 6 month period in the Jan 2013 - Dec 2014 period
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 15
Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk The forests in the region provide the idyllic setting for bush walking fishing bird watching and mountain climbing and biking
As detailed in the table above in the 6 month period from January 2013 to June 2014 there were 26013 day visitors and 4481 overnight visitors to Geeveston from interstate staying an average of 18 nights
It is hard to comment accurately on current visitor trends in Geeveston as Tourism Tasmaniarsquos Tasmanian Visitors Survey ceased collecting data for Geeveston in June 2013 However visitor numbers to the township appeared to be on track to increase in 2013 with 26013 visitors in the 6 month period from Jan 2013 to June 2014
Source Tasmanian Visitors Survey 2014
Tahune Airwalk
Interstate visitors to the Tahune Airwalk were up 29 in 2013 from the previous year but dropped 20 in 2014 to 55687 Source Tasmanian Visitors Survey 2014
Based on this 80 per cent of visitors to Tahune Airwalk are from interstate with the remaining 20 per cent from intrastate
The table below shows Tahune Airwalk ticket sales from 201112 to present
201112 201213 201314 201415 (ytd)
201516 (forecast)
Total Tahune Airwalk Ticket Sales 63566 72982 69347 70759 80000
sold onsite 40 50 55 55
sold online 10 10 10 10
sold at Geeveston Forest amp Heritage Centre 45 35 30 30
sold through TTICs (Hobart amp Huonville) 5 5 5 5
Source Forestry Tasmania May 2015
Total visitor numbers to the Tahune Airwalk have been steady at around 70000 tickets sold per year for the past 3 years Ticket sales through the Geeveston Forest and Heritage Centre have slowly decreased from around 45 to 30 over the past 3 years currently representing approximately 23000 sales as the share of onsite ticket sales has increased Source Forestry Tasmania 2015
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 16
Tickets sold through the Huonville TTIC represent less than 1 with only 701 bookings made to date this year Source Huonville TTIC May 2015
Hastings Caves amp Thermal Springs
Interstate visitors to Hastings Caves and Thermal Springs were up 17 in 2013 from the previous year but dropped 11 in 2014 to 22911 Source Tasmanian Visitors
Survey 2014
The majority of tickets are sold online or onsite
Tickets sold through the Huonville TTIC represent less than 1 with around 100 bookings made each year Source Huonville TTIC May 2015
The Geeveston Forest and Heritage Centre has not been a great promoter of Hastings Caves with only 400 brochures supplied per annum in previous years
It is noted that in the last period that the Geeveston Town Hall operated as a Visitor centre sales of tickets to Hastings Caves represented around 1000 tickets
A conversation held with manager of Hastings Caves indicated that they are very supportive of improving visitor services within Geeveston and are very keen to be involved in establishing a greater level of interpretation and promotion of the experience
Assessment of Geeveston as a Visitor Destination
Based on an assessment of the total list of tourism related businesses for the region there are clearly some significant strategic gaps that need to be addressed for Geeveston and the South to generate greater yield from organic visitation and encourage growth of tourism market share
Most notably the major gaps in developing a more robust tourism economy are as follows
Gap Indicators
Inadequate visitor information services There are estimates of as many as 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek visitor information about surrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unable to purchase or book anything other than tickets to the Tahune Airwalk The closest TTIC is located at Huonville
Undersupply of accommodation options for all segments of the tourism market
In 2014 visitors stayed a total of 140297 nights in Huonville and 75365 in Cygnet a total of 215662 nights The number of visitor nights captured in Geeveston has significantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston is relatively unchanged and there is opportunity to capture a larger share of visitor nights
Undersupply of wilderness and agritourism As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 17
attractions and experiences wilderness waterways and environmentally based tourism experiences Considering the proximity of two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks and the strength of the agricultural sector an assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
Undersupply of hospitality services to satisfy visitor requirements
An assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of hospitality services for visitors There are a total of three hospitality providers in Geeveston
Bakery
Cafeacute
Massaki Sushi
It is noted that there is an inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there is opportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
Lack of dynamism and contemporary presentation for the history and heritage of the region
Capital expenditure on the streetscape and the main street buildings has been very minor with little change over many years
The format of the current Geeveston Forestry and Heritage Centre displays is not contemporary and is not managed to actively encourage re-visitation
An obvious gap in the appeal of township facilities and amenities to encourage a feeling of comfort and enjoyment ie creating social spaces in which people want to stay and spend time
General visitor services are not up to standard compared to other places with high quality facilities
The recognised natural advantages that the region holds in terms of wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the far south are well noted as ldquoday triprdquo destinations from Hobart or Huonville Geeveston needs to reposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 18
Geeveston Town Hall Precinct
Geeveston Township Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated as a visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community business model
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has a strong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelings of well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wish to activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see as valuable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania do not intend to continue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This business includes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestry operations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays and similar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver of visitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction with visitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the area Geeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead the Forestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centre have shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for the township and all tourism and visitor activities the region has to offer
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 19
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatly interested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to be regularly involved Even the Geeveston Records and Historical Society are rarely involved in the site to organize events or to manage the presentation layout for the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalk tickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from this activity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas Some observations include
The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy the place
The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural advice to plan for
contemporary commercial and community use
The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access and to
appreciate the surrounding offering of main street Geeveston
There is ample parking adjacent to the building that already services commercial and private road users
The building is within close proximity to Heritage Park that currently has a master plan under development
The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to other sites
of this type
Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great potential for
refitting for multipurpose use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 20
National and International Perspectives
Global Adaptive Reuse Project Case Studies
The following case studies have been gathered from across global markets and showcase some significant adaptive reuse projects Although these international examples are of an industrial scale they provide lsquofood for thoughtrsquo and inspiration
Battersea Power Station England
Images Battersea Power Station and Keith Evans
Easily one of the most recognised landmarks on the banks of the River Thames in London Battersea Power Station has been lying abandoned for decades Like the old power station just around the bend of the river ndash the Tate Modern ndash there have been calls to pull down the dilapidated structure for a number of reasons Some said that due to its size it would be too expensive to redevelop others claimed that the elements had given it such a bettering over the years that it had become relatively unsound Now after numerous failed attempts to revive the building and immediate area plans for one of the biggest redevelopments the south bank of London is yet to see are afoot and they certainly look impressive Proposed by Dublin-based Treasury Holdings the new design will see a mainly industrial area of London go green which is what the potentially lucrative Nine Elms area around Battersea has been crying out for The new pound55bn scheme includes plans for 3700 homes built alongside offices shops and restaurants on the 40-acre site The famous chimneys are to be restored to their former glory and the landmark building will house a conference centre among other things The new plans will also offer uninterrupted views of the Palace of Westminster on the opposite banks one of the stipulations of the new development and the reason Treasury Holdings earlier plans which included a huge lsquoeco-domersquo (pictured above) were rebuked
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 21
Sewage Silos Netherlands
Images Arons en Gelauff
Early in 2009 Amsterdam city planning ran a competition for an adaptive reuse project concerning a former sewage treatment plant in the Zeeburg district of the city The winning design was a proposal for a multifunctional cultural centre which would house exhibition spaces a media centre movie theatre and theatre hall crowned by a rooftop restaurant in one silo and an open rooftop playground in the other
The winning plan was inspired by Hollandrsquos most popular childrenrsquos book author the late Annie MG Schmidt hence the playfulness of the design Arons en Gelauff architects involved in the project said the main aim was to ldquobreathe new life into the silos transforming them into an inspiring and lively place which will help shape the character of the new Zeeburgereiland housing districtrdquo The Annie MG Schmidt House is marked for completion in 2011
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 22
Gasometer City Vienna
Images Andreas Poeschek and via Dornob
One of the most successful residential reuse projects is Gasometer City in Vienna Austria Four immense disused gasometers were successfully revamped in the late lsquo90s and have since become infamous in the world of adaptive reuse
Built in 1896 when Viennese authorities decided to invest in large-scale coal gas and electricity supplies the gas plant serviced the locale and beyond for a good 88 years until it was shut down permanently in 1984 after natural gas supplies took over Although life in the cylinders didnrsquot completely disappear raves were hosted from time to time popular because of the acoustics inside the drums and one housed a set for the movie James Bond The Living Daylights Then in 1995 the decision was made to revitalize the gas plant
With the proviso that the brick exterior of the gasometers was to be kept intact each gasometer was remodelled by a particular architect Jean Nouvel (Gasometer A) Coop Himmelblau (Gasometer B) Manfred Wehdorn (Gasometer C) and Wilhelm Holzbauer (Gasometer D) all four with specific zones for living working and entertainment The result produced a vast walled city within a city The unique redevelopment has since become a sought after place to live with a close-knit inner community and is looked upon as a very successful example of adaptive reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 23
Tate Modern London
Images Walk Talk Tours Jim Linwood Bleuchoi Andrew Dunkley and The First Word
Reaching high into Londonrsquos skyline is the Tate Modern a magnificent old oil-fired power station which now houses an international collection of contemporary art dating from 1900 onwards It has become the most visited tourist attraction in London surpassing even the National Gallery and the British Museum and the most visited modern art museum in the world
Designed by Sir Giles Gilbert Scott who incidentally also designed Battersea Power Station and one of Britainrsquos other iconic symbols ndash the red telephone box the original Bankside Power Station was built in two stages from 1947 to 1963 finally turning off the pumps in 1981 For a long time the building was under the beady eye of developers who were quick to mark it for demolition but after impassioned pleas by campaigners to save the building were heard a competition for redevelopment ensued and at the beginning of 1995 Swedish architects Herzog and de Meuron won the battle to build Londonrsquos next big thing
The gallery opened to much acclaim in 2000 and has attracted more than 30 million visitors since Its success is partly due to its situation on the banks of the Thames but also because of the use of space within the building The main Turbine Hall a huge space of 3400 square metres that once housed the main electricity generators was fortunately left in its original form providing a vast gallery for art installations that often require public interaction and appreciation of the space It is this space and its ability to be so successfully transformed time and time again that has changed peoplersquos perceptions of art which is no doubt so much more than the architects were hoping for in their redesign
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 24
Water Plant Berlin
Images via One Eight Nine
When two artist friends Michael Elmgreen and Ingar Dragset decided to set up a livework space they didnrsquot bargain on getting such a good deal For just US$700000 the DanishNorwegian pair purchased a disused water pumping station in suburb very close to Berlin City Centre The building had been left empty since the early 1990s with few interested buyers as it was located in the middle of a residential district ndash no longer right for industrial use and too awkward to be tackled by some developers ndash so Elmgreen and Dragset jumped at the chance to work their magic on the generous space
The artistic partners who have exhibited around the world enlisted the services of two young architects Nils Wenk and Jan Wiese to help transform the pump house into an artistrsquos workspace and home It was important they applied concepts from their art into the redesign and a love of spatial challenges saw them breaking down more walls than were built
ldquoWe deliberately made the borders between the work and living spaces fleetingrdquo Ingar Dragset told the New York Times ldquoThe combination of vast floor space and the small quirky nooks means you can be very hidden here or very exposed depending on your moods or needsrdquo
Even after getting happy with a sledgehammer the old water pumping station now accommodates two separate private areas for the artists a generous kitchen four bathrooms an attic living room and some of the most spectacular light-filled living and working spaces
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 25
Cafeacute Restaurant Amsterdam
Images Wili_hybrid and Cafe Restaurant Amsterdam
Housed in a former water-processing plant Cafe Restaurant Amsterdam is one of the cityrsquos chicest eateries Dating back to the late 1800s the building is left mostly intact with the main pumps proudly on display in the main part of the restaurant The large space is lit with huge floodlights in the evenings reclaimed from the former Ajax and Olympic football stadiums in the city The interior may look crude to some but to other it offers a unique dining experience and will always provide a talking point when therersquos a lull in the conversation
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 26
CasaComvert Milan
Images Giuliano Berarducci and studiometrico
A number of years ago clothing design company Comvert asked Milan-based interior architects Studiometrico to find a new HQ for their growing company that would fit a very particular brief Comvert ndash a company founded by four skater friends in 1994 design produce and distribute snowboards clothing and accessories for both skate and snow boarders under the brand name bastard ndash wanted their new space to house their flagship shopfront a design studio office warehouse and a useable skate bowl all within the one building And in spring 2005 Studiometrico came up trumps they had found an old 1950rsquos cinema big enough to fulfil all Comvertrsquos needs
Studiometrico retained as much character of the old building as possible in fact the foyer which is now the administration centre of the building looks relatively untouched while the dress circle has been converted to an amazing design studio and office space providing the perfect creative working area But it is the suspended skate bowl that makes the refit so successful Hanging six metres about the warehouse space the skate bowl affectionately known as bastard bowl fills what was once the void above the seating area in the cinema and is the main pride and joy of the Comvert partners who must have to pinch themselves when they go to work every morning ndash if only everyone was so lucky
Source httpwwwarchi-ninjacomexcellent-examples-of-adaptive-reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 27
Australian Town Hall Redevelopment Project Case Studies
The following examples of adaptive reuse of public town halls and civic buildings within Australia are of a smaller scale and are a much more direct comparison to the Geeveston Town Hall situation Although many of these are larger buildings and in larger population centers the historic use and new use opportunities are similar The desk research process has uncovered summary information and we have held an interview with the most relevant project (Murray Bridge Town Hall South Australia)
Ballarat Civic Hall Redevelopment ndash City of Ballarat Victoria
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 28
In 2012 SGS Economics amp Planning were commissioned by the City of Ballarat to explore options for reuse or redevelopment of the existing structure of the Civic Hall as a performing arts andor function venue and detail a shortlist of preferred options This could extend to options that involve partial demolition alterations or additions to the building
The full suite of uses of the Ballarat Civic Hall as a performing arts or function venue was scoped through discussion with the City of Ballarat and included
Performing Arts Uses Function Uses
TheatrePlayhouse
OperaticBallet Theatre
Multipurpose Performing Arts Venue
Secondary Education Performing Arts
Tertiary Education Performing Arts
Performing Arts Training Facility
Exhibition Venue
Conference Venue
Reception Centre
Nightclub
Live Music Venue
Dance Hall
Offsite School Function Facility
Cinema
Two other uses were identified for the site
University Student Accommodation
Visitor Information Centre (VIC)
Each potential use identified was analysed against demand and supply with reference to demographic and visitors data If there appeared to be insufficient demand to support an activity even as part of a shared facility at the Civic Hall it was eliminated from the process
The following uses of the Civic Hall appeared to be supported by demand and were largely compliant with Council policies for the use of publically owned and administered spaces
A multipurpose venue that accommodates medium to large exhibitions (ideally 1000 ndash 2000 square metres) and performing arts classes training and
performing arts company administration offices (This could theoretically be achieved with the use of moveable partition doors to create divisible spaces for
exhibitions and performing arts spaces)
A mid-size (greater than 300 and less than 3000 patrons) indoor live music venue
A range of financial modelling and social impact assessment was undertaken on the two preferred options
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 29
Societal cost benefit analysis demonstrated that the multipurpose venue option would not provide sufficient community benefits to outweigh the cost of redeveloping and operating the Civic Hall Financial analysis showed that income from the various uses of the site as a multipurpose venue would be insufficient to offset the publically incurred cost of operating the facility for this purpose
Societal cost benefit analysis demonstrated that the live music venue option provided significant user benefits to live music event attendees and increased the offering of live music performances (across a variety of genre) in Ballarat However a live music venue would result in a weak positive cash flow during the operating phase with a failure to pay back the initial investment
Source httpwwwballaratvicgovaumedia1867737ballarat_civic_hall_reuse_redevelopment_final_reportpdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 30
Bay Discovery Centre amp Glenelg Town Hall Service Review ndash City of Holdfast Bay South Australia
In February 2008 Hudson Howells was engaged by the City of Holdfast Bay to undertake a review of the Bay Discovery Centre (BDC) as a community and visitor service and evaluate the current and future commercial tenancy options for the Glenelg Town Hall (GTH) building as a whole with the goal of making the BDC and the GTH building generally more financially viable for Council
It is noted that the City of Holdfast Bayrsquos Economic Development Strategy has three key objectives
Tourism
Shopping amp activity precincts and
Business development and employment generation
The question is whether the GTH is the right location for the BDC and whether the GTH could be put to an alternative use that would generate a better community benefit
A stakeholder workshop identified the high priority space usage and tenancy options for the BDC and GTH generally as
Tourist visitor information centre
Combined library Internet history centre Council customer service centre with cafeacute coffee shop
Museum of South Australia
Gift shop ndash merchandising souvenirs
Glenelg Town Hall
The GTH is in an outstanding location but the design of the building its faccedilade and its heritage listing conspire to severely limit its commercial appeal
Council has the BDC as a tenant but it is questionable whether this is the optimum location for a museum interpretive centre
The building lacks lsquostreet presencersquo and this is likely to be an ongoing problem given its state heritage listing
This attribute makes the building unattractive to potential retail and hospitality tenants but might not be such a problem for the professional business services
sector This makes attracting additional tenants problematic
The faccedilade of the GTH is dull and uninviting and the Moseley Square entry foyer is not overly welcoming
Parts of the GTH are in disrepair and a large amount of space is under-utilised
Given its location a significantly refurbished GTH site could generate the following income
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 31
Retail space $700 - $800 per square metre per annum
Restaurant space $300 - $500 per square metre per annum
Office space (new) $300 per square metre per annum
o In its current state the GTH might generate in the order of $100 per square metre per annum as office space
Other possible options identified for the Glenelg Town Hall include
Boutique hotel
Grannypackers lodge
Function conference centre with or without a hospitality training school
If the GTH was converted into a hotel lodge or function centre what would become of the BDC
Bay Discovery Centre
The BDC has recorded significant visitor growth over recent years
The BDC plays a major role in entertaining informing and educating not just the Holdfast Bay community but also national and international visitors
The BDC has relatedly high running costs
The BDC has little visual street presence ndash potential visitors typically need to be lsquoalertedrsquo to discover it
The BDC has little in the way of neighbouring establishments that are likely to draw foot traffic
The display space lacks flexibility and is constrained by limited floor space
The gallery space is on the mezzanine floor
The BDC is located away from other Council services notably the history centre the libraries and the customer service centre
There was strong support at the stakeholder workshop for a lsquoone stop shoprsquo that would include a customer service centre history centre library internet cafeacute community centre museum and visitor information centre In addition a volunteer training centre could be considered for inclusion
Conclusions
There are opportunities for the BDC and GTH to become revenue neutral
There is a broader strategic issue which needs to be addressed by Council and that is one of potentially consolidating a range of Council services into a lsquoone stop
shoprsquo
The GTH is currently under-utilised but has the potential to be adapted to more suitable economically viable uses such as a boutique hotel grannypackers
lodge or function conference centre with or without a hospitality training school
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 32
The Visitor Information Centre incorporating a gift shop currently operated by the Dolphin Cage could form part of the BDC and contribute in the order of
$90000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to introduce an entry fee which could contribute in excess of $100000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to increase revenue from school groups and bus tours to offset the BDCrsquos operating costs
Stage 2 of this project will comprise a Key Issues Paper and Recommendations specifically addressing issues critical to the BDC and the GTH becoming revenue
neutral Council operations
Source httpswwwholdfastsagovauwebdataresourcesminutesAgendas294_-_Attachment_3a_-_240608pdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 33
Gawler Connect ndash Town of Gawler South Australia
Gawler Connect is an exciting new proposed infrastructure project aiming to rejuvenate Gawlerrsquos Town Hall Institute and Main Street into an Arts Cultural and Community Hub The population of Gawler is predicted to double to 40000 in 10-15 years and there will be an increasing demand on civic and community services
The proposed project will create a lsquoSmartrsquo Library Youth Lounge amp Multimedia Performance Space Cultural Heritage Gallery and Heritage Research Centre Community Arts Space a new National Broadband Network Co Office and Business Incubator Center as well as a street front Tourism and Visitor Centre and Cafeacute with multipurpose spaces available for community use
Gawler Connect will create a vibrant regional Cultural Hub ndash bringing people together in a safe and freely accessible space that inspires all generations through the provision of a range of state-of-the-art spaces and services with an arts and cultural focus The inclusion of a new Tourism and Visitor Centre and Cafeacute co-located with an interpretive heritage gallery fronting the main street will create a vibrant focus and have a flow on effect in attracting visitors and new investment into cultural tourism and the region
Key features
A lsquoSmartrsquo interactive Library with state-of-the-art IT facilities
A National Broadband Digital Services Centre
Digital Media Arts amp Cultural Performance Spaces
Cultural Heritage Exhibition Gallery
A Multi-media Youth Lounge
Heritage Research Centre
Business Incubator Program
Tourism amp Visitor Centre
Cafeacute
Council Customer Service Desk
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 34
Benefits to the community amp region
A major infrastructure project creating local job opportunities
Restoration conservation and adaptive re-use of two State heritage-listed buildings
Significant art heritage and cultural collections on display
Provide space and support for local and regional performing artists
Revitalisation of Gawler Main Street precinct
The project timeline is proposed from October 2013 to December 2016
Council-managed cash contributions for the overall project of about $25 million are proposed (this is in addition to the other allowable Council matching contributions) Council is proposing to raise about 60 of the additional $25 million from a range of potential partners including regional corporate businesses businesses involved in major developments in the region tertiary institutions the State Government and a Community Fund
Source httpwwwgawlersagovaupageaspxu=737
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 35
Murray Bridge Town Hall Cultural Precinct Study ndash The Rural City of Murray Bridge South Australia
Images from Grieve Gillet httpwwwgrievegillettcomaumurray-bridge-town-hallc1n3l
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 36
In 2008 Grieve Gillett was engaged by The Rural City of Murray Bridge to provide a Feasibility Study for the re-development of the Town Hall ndash a significant community asset The Council wishes to develop the Town Hall into a multi-purpose complex of excellence catering to the arearsquos diverse range of community groups residents and visitors
The study looked at options for transforming the building into a multi-purpose lsquoCultural and Performing Arts Centrersquo along with associated works to redevelop the street area on Sixth Street
To complete the Feasibility Study Grieve Gillett carried out the following
Preparation of floor plans of the existing building
Review of the current capacity of the building structure in line with Councilrsquos reports from consultantrsquos relating to the condition assessment defect audits and
structural assessments
Assess and identify user needs and any potential user gaps of the Town Hall facility
Determination of desired usage and development scenarios
Preparation of concept designs that will cater for proposed future uses
Preparation of the estimate of costs of proposed alterations to the building
Options to re-develop Sixth Street between Bridge Street and Fifth Street into a pedestrian-friendly precinct in conjunction with the Town Hall Re-
development Specifically Council requested an exploration of
o Mall with no vehicular movement
o One way road and widened footpaths
o Shared Zone
Presentations of proposals to Council and the Town Hall Project Management Group
Option 1
This option reclaims part of Sixth Street and extends the building to the full extent of the existing pavement line Sixth Street itself becomes one way with traffic travelling in a westerly direction The building opens out onto a plaza area providing additional foyer space suitable for alfresco dining A wide footpath runs alongside following the slope of the land whilst a new ramp is provided at the west end of the building to provide access for people with disabilities at that end
A small through-lift is provided in the north-east corner of the building adjacent to the north-east entry to allow disabled access to the first floor This allows the first floor area to be potentially leased out providing the Council with rental income
A small commercial kitchen is also located in the north-east corner
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 37
In the Hall itself the performance space has been relocated in front of the proscenium arch The stage itself has been removed and the space reutilised as storage areas and an access change room Retractable tiered seating is installed in the space within a partition wall that also forms the theatre lobby
On either side there are stairs to the gallery floor level providing additional seating and the control room
The roof over the new foyer in Option 1 has a 29deg pitch with the roof meeting the existing south stone wall above the existing first floor window line (refer to drawing 07027-SK-05 Long skylights are provided at regular intervals to allow an abundance of natural light
Option 2
Option 2 follows the same plan arrangement as Option 1 but the proposed foyer area is enclosed in a 2-storey high glazed Foyer with solid corners (refer to drawing 07027-SK-06) Our Cost consultant has advised that Option 2 will cost in the order of $560000 more than Option 1
Major Considerations for the Study
Carparking ndash Aim of increasing the general pedestrian amenity of the precinct without reducing the number of car parking spaces that currently exist
Traffic ndash Consideration of a mall with no vehicular movement a one way road with widened footpaths and a shared zone
Pedestrian Mall ndash The advantages of creating a pedestrian Mall would be far outweighed by the disadvantages of loss of car spaces loss of through access and management of delivery and emergency vehicles
Shared Zone ndash A shared zone results in a compromised pedestrian zone and a compromised vehicular solution A one-way solution will improve pedestrian amenity while maintaining good vehicular access and retain on-street parking
Cost Estimate
Total cost including associated fees (ex GST) = $5929000
Potential Income
The upgraded The Town Hall will have a range of facilities that will be capable of generating income
First Floor Offices - 195 square metres of office space for lease on the upper level This will be accessible direct from Bridge Street with its own street address
Current commercial rentals in Murray Bridge suggest that a gross annual rent in the order of $3500000 could be expected
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 38
Other income generation opportunities include
Cafeacute
Kitchen (either linked to the cafeacute or as a separate entity for catering opportunities)
Auditorium and Foyers (community functions weddings conferences corporate training
Source httpwwwmurraybridgesagovauwebdataresourcesfilesgrieve_gillet_reportpdf
Notes from Interview with Murray Bridge Town Hall Project
Summit Strategy conducted a phone interview with Faith Box Team Leader Community Development at the Rural City of Murray Bridge in South Australia to gain further information and insights into the redevelopment of the Murray Bridge Town Hall
The project commenced in 2003 and six years of Council planning took place before the Town Hall redevelopment commenced
Some local art groups took residence in the largely unused Town Hall building and developed a small art gallery ndash the visual art concept for the building grew
from this
A project management team was established and made up of elected members Council staff community stakeholders project architect and local builder
Membership changed over time as the project progressed
It was noted that the architect needed to have extensive theatre design experience
It was never intended for the building to be self-sustaining Council was aware that it would need to subsidise the operation of the building
Murray Bridge has a population of around 29000
Primary Uses The redevelopment was staged as follows
1st Stage
Murray Bridge Regional Art Gallery Premium art space which became a visual arts hub First stage showed the community the potential the building could have
2nd Stage
$750000 renovation ($500000 from Country Arts) Sculpture Court Shared space
3rd Stage
$4M redevelopment of rest of building
Auditorium ndash state of the art AV lighting seating etc
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 39
Workshop spaces for visual arts
Storage spaces
Green rooms meeting rooms conference spaces
Office space ndash for some Council staff
Foyers
Kitchen
Dressing rooms
Amenities
Options for Sixth St
Options for Sixth Street are currently under community consultation
Sixth Street is in the centre of town
Strong willed business stakeholders are worried about losing parking outside their businesses
Council plan to continually upgrade the street to become a shared space but as a gradual process
Governance amp Income
Managed by Council ndash wages maintenance etc
Some formal arrangements ie one community group gets free use of spaces in return for running gallery shop
Some bookings are charged to user exhibitor but most exhibitions are sourced and paid by Council
No charge to consumers for gallery viewing
The cost to Council per annum is significant
Building could never be completely self-sustaining ndash performing arts could be but visual arts cannot
Challenges
Heritage listed building in centre of town
Ingrained in community ndash didnrsquot want to see building knocked down
Strong willed stakeholders ndash including business owners in Sixth Street
Potential loss of parking in Sixth St
Not self-sustaining
Long planning process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 40
Stage One Stakeholder Engagement
Stakeholder Meetings
Andrew Towns from Summit Strategy has had conversations with a range of community and industry stakeholders in relation to this project These include
Huon Valley Council Councillors
Huon Valley Council Officers
Foresty Tasmania
Tahune Airwalk
GeCo
Geeveston Archives and History Society
Hastings Caves amp Thermal Springs
Destination Southern Tasmania
Makers on Church Street
Southern Furniture Design Centre
Harcourts Real Estate Huonville
Bendigo Bank
Masaaki Koyama
Cassey Faux
Amy Robertson
Leanne McKinnon
Henrietta Manning
Stakeholder Workshop
A stakeholder workshop was held on Wednesday 13th May 2015 at the Geeveston Town Hall The purpose of the workshop was to meet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building including
The importance of the Town Hall to the community living in Geeveston and the visitors to the area
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 41
The role of the building in the mix of retail and tourism service offerings within the township and
Opportunities for development of the building
The workshop provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building This input has been utilised in developing the ldquoVision and Objectivesrdquo section below and the potential future uses for the building
Objectives Identified by Community Stakeholders
From stakeholder discussions to date a number of key issues have been identified that are the drivers of value and sustainability for the Geeveston community
It is important to recognize that there are many community and business groups who will be affected by the performance of the Town Hall and it is thought that the building and its future use will have a direct impact on many facets of the life of people in and surrounding the township and the Huon Valley Region
The objectives recommended below have been distilled from various community input and detailed discussion with Huon Valley Council The stakeholder workshop held on the 13th May 2015 elicited the following overarching objectives and goals that the building should aspire to
The question was asked ldquoWhat are some valid objectives for the site or put another way what should our Town Hall be a part of achieving for the placerdquo
Objective Goal Classification
1 Be owned and run by the community ndash direct involvement Eg Community Board of Management
Governance
2 Be a driver for visitation to Geeveston ndash including overnight visitation To encourage a longer length of stay
Economy ndash Tourism
3 Boost the local economy Economy
4 Be an attraction in its own right separate to the Tahune Airwalk Economy - Tourism
5 To strive to be world class Community
6 Reflect the heritage of the area Have links to current amp future development initiatives for the area ie bike track Heritage Park existing retail
Economy ndash Tourism Community
7 Integration of offerings within the area ndash be a connector Community Economy
8 Be respect the culture history and heritage of the area Historical society to be linked to centre but not placed in the centre
Economy - Tourism
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 42
Tell our stories from past current and future Communicate where wersquore going
9 Attract creative industries to the area Economy Community
10 Contribute to the economic and community wellbeing of the local area and region ndash direct benefits Economy
11 Ongoing financial sustainability Operational Sustainability
12 Maximizing the availability of community capital for cost effective resourcing ndash volunteers sponsorship Operational Community
13 Bringing the community together ndash to develop a sense of community pride and ownership Community
14 Inspire and educate our children Community
15 To connect our community and town to the region and to the world Utilise technology to achieve this Internet access for visitors
Economy ndash Tourism
16 Exploit market opportunities that create new offerings and investment Economy
17 Encourage confidence for investment To achieve relevance distinctiveness motivating ndash is our identity right
Economy
18 To be vibrant dynamic and contemporary ndash not a museum Re-think museum
Community
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 43
Potential Uses Identified by Community Stakeholders
The stakeholder workshop identified the potential future use ideas
Gallery space for world-class exhibitions
Flexible events space and linkage to existing events
Agritourism experiences
Food amp beverage offerings o Seafood aquaculture o Fruit ndash apples cherries o Ciders amp wines o Local food hub ndash provedore o Linkage to farmers market
Art amp craft offerings
Timber history heritage and current offerings
Contemporary interpretation of history amp heritage
Access point for National Parks World Heritage Areas
Linkages to waterways
Tourism o Visitor precinct hub o Visitor information centre o Tourism operators o Linkage to Tahune Airwalk amp Hastings Caves
Accommodation
Small business
Restaurant cafeacute
Meeting conference training amp event space
Linkage with external experiences o Heritage Park o Bike track o Geeveston main street ndash pedestrian mall
Township streetscape theme o Heritage of area o Interpretation o Experiences
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 44
Geeveston Town Hall SWOT Analysis
Strengths
Ideal location in centre of township and on the main street
Ample parking adjacent to the building
Close proximity to Heritage Park
Significant and flexible floor space
The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
Highly interested and committed local resident and business community
There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
Existing banking tenant is stable and critical to the function of the town
The building has a long history of supporting tourism history culture and heritage
The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
The building is structurally stable maintainable and low cost in its current form
Weaknesses
In its current format the building does not encourage visitors to stay and enjoy the place
The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main street
Geeveston
The floor space is currently grossly underutilized
The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and businesses in the
area
The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
A very low level of local community engagement and use even though there is a high desire to do so
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 45
Opportunities
Refocus the buildings purpose on engaging visitors and representing its region
Integration of industries through a multi-purpose occupancy model
To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
To position Geeveston via the Town Hall as the gateway to the southwest
To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
To encourage connections to other surrounding townships and attractions
To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through communication of
clear intent and design
To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community groups
volunteer groups)
Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
To encourage investment and employment through the attraction of new business players and industry spending
Threats
Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
Availability of capital funding to redesign the buildingrsquos purpose
Inaction will cause a rapid and continual degradation of the tourism economy for the region
A lack of confidence in the region will constrain further tourism industry growth
The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more important
economically
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 46
Situational Summary
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate community and economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competing priorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses that have far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the site into the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industries within the region to maximize tourism experiences and promote the Huon Valley brand
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the township itself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or a lack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players but it will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse The section following focuses on that task and sets down the development concepts that we believe can be successful with a focus on both the short term requirements and the longer term vision for the township
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 47
Vision amp Objectives
Recommended Vision amp Intent for Geeveston Town Hall
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a community asset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history its natural competitive strengths and inspires a future of collaboration and industry diversity
Recommended Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community To tell our stories amp respect our history
To connect people with each other
To respect the culture history amp heritage of the area
To contribute to community wellbeing of the local area and region
Economy amp Industry To connect our town to the region and the world
To encourage new industries
To encourage employment amp confidence for investment
To offer our visitors great experiences
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
Operational To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
Governance To achieve continuous and stable governance
To achieve ongoing financial sustainability
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 48
Development Strategy Options
In defining an acceptable strategy for development of the Town Hall and also one that has financial feasibility it is important to consider the medium to longer term demand that will be placed on the performance of the building from different sectors of the Geeveston and Huon Valley regional economy
With the downturn in the forestry sector and the unlikely rapid rejuvenation of the sector this cannot be a priority industry to service The forestry industry is a strong theme from the past however and there is significant heritage value in telling that story about the region and one that will be of interest to visitors if told in a compelling and engaging way
The recognised natural advantages that the region holds in wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the more southern region to it is well noted as a ldquoday triprdquo destination from Hobart or Huonville
It is critical that the Geeveston area offers accommodation hospitality social space and additional retail opportunities to visitors into the future The key question is ldquoWhat will be the driver of change to encourage investmentrdquo There must be a catalyst or even a series of them that are integrated that offer private enterprise the confidence to establish operations in the area
Can the Geeveston Town Hall be one of these catalysts to change of the local economy Our argument is that is can be but only for certain purposes of use
It can be a driver of change and development for the following
1 Tourism promotion and visitor information services
2 Vibrant and engaging creative industries (including story-telling and museum)
3 Social and community events of significance
4 Integration and collaboration of industries
Uses that are not appropriate in our view are as follows
Use Reasoning
Manufacturing Significant goods in goods out operations may be highly counterproductive for tourism operations and the linkage to car parking services Additionally materials manufacturing is likely to produce waste that is unsuitable for other uses
Office space (excepting primary purpose office requirements)
Office space is in low demand and is low value and is likely to restrict the volume of use for other purposes that are more important
Accommodation The site will never support the special requirements necessary to develop substantial
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 49
accommodation facilities and is not able to be adjusted easily into the future leaving the site wholly focused on one primary activity
Wholly government funded operations (ie library radio station health offices)
Due to the volatility of government occupancies and the cyclical nature of centralisation and decentralisation government agencies are often a disruptive tenancy for this specific building type Additionally the building is best focused on encouraging private commercial and community enterprise economic development
This feasibility whilst recognising the potentials must also account for the gaps in supply and economic activity
Proposed Scope of Use
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
Economic growth for Geeveston
Visitor Information
Centre
Museum interpretation
centre
Integrated tourism
operations
Seafood experience
centre
Hospitality
(retail)
Community Events
Arts amp culture
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 50
Primary Options for Development and Use
The following table outlines a variety of purposes that we believe are valid for the Geeveston Town Hall however the special characteristics and use detail needs to be further developed in conjunction with the project architect Preston Lane
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
History amp Heritage Museum interpretation center operator
Historical displays and artefacts managed by the community and Geeveston Archives and Historical Society
Moderate at 20 of the site
Funded via visitor donation subsidised by Council (granted use of public assets or donations)
Low impact
Hospitality (Retail) Cafe
Restaurant
Commercial kitchen
Cafeacute and or restaurant with commercial kitchen for community use
Significant at around 20 of the site
Commercial rates for rented area
Potentially significant dependent on design However mechanical engineering likely to be the greatest cost Commercial kitchen is the largest impact
Community Events Flexible space Flexible space available for rental for use by community groups local artisans and commercial operators
Moderate at around 25 of the site
Sessional rates subject to operator approval
Due to the need to be flexible this space is likely to be low cost but will need to be highly durable due to traffic demands
Gallery and exhibition space
Flexible gallery and exhibition space for interactive displays presentations and curated exhibitions
Commercial rates for rented area
Should have a moderate impact if appropriately designed and fitted
Tourism Visitor Information Base for a satellite visitor Minimal at around 10 Commercial rates for Low impact and low
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 51
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
Centre information centre that focuses on Southwest accommodation experiences and attractions Offering retail local goods
of the site rented area cost
Integrated tourism operations
Collaboration of Southwest tourism experiences involving tour operators and guides adventure tourism and agritourism suppliers
Medium at around 10 of the site
Commercial rates for rented area
Likely to be delayed partly funded by building owner and finished by tenant
Seafood experience centre
Showcase of Tasmanian Salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Potential linkage with hospitality operator
Medium at around 10 of the site
Commercial rates for rented area
Potentially a significant cost due to the uniqueness of the experience and subject matter Potentially a long term attraction
Public amenities Public amenities with access from inside the building
Must include a lift to accommodation the elderly disabled and heavy goods
Minor at less than 5 of the site
Non-lettable area Moderate cost but requires significant works due to its current location and state
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 52
Stages of Development
The redevelopment of the Geeveston Town Hall can be broken into three key stages
Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
Stage Two ndash repurpose for the community and visitors
Stage Three ndash encourage service industry growth amp strategic linkages
Stage One ndash Reset the Base ndash prior to Summer 2015
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
To reinstate a Visitor Information Centre on site that also sells local handmade goods either as stock items or on consignment with strong linkages to the designers retailers
The TTIC must have the ability to represent the region in a compelling way there must be clear interpretation of the region
(lower floor)
Significant generator of visitation to Geeveston encouraging increased length of stay and spend
Prior to 201516 peak tourism season ie Spring 2015
Local handmade arts and crafts
Local markets and events
Community engagement
To include a flexible space that can satisfy community events for local and tourism purposes
(lower floor)
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage
Cultural and heritage To reset the museum component to the upper floor only and include a gallery space that could house exhibitions from local and Tasmanian artists
(upper floor)
Moderate refit impact however full implementation would result in a high impact
Staged development is warranted
Stage one would commence immediately ie prior to summer 2015
Full implementation by end 2016
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 53
Stage Two ndash Repurpose for Community and Increase Capacity ndash through to Dec 2016
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Rentable exhibition space for art and craft designers with potentially significant curated exhibitions into the future
Modest to low given the need to meet minimum standards and be a flexible exhibition space Security and environmental quality issues will be primary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural and heritage presentation of the region
ldquoRe-think museumrdquo
Significant on both space utilisation and required quality of fit out
Maximising artifacts and interpretation value
Long term design
Timing unknown at this stage
Community engagement Development of community enterprise taking a proactive hand in utilising the sitersquos flexible area encouraging creativity and connection
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage and how quickly the community enterprises can develop use activities
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercial kitchen that can also run community events
(lower floor)
Significant due to hospitality kitchen requirements and goods storage and inout facilities
Commencement as soon as practicable however operator identification will force a delay ndash Winter 2016 is the ideal development timing
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 54
Stage 3 ndash Encourage Service Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
Creating a tourism hub Potentially some integration of tourist services onsite Yet to be defined in greater detail
Post 2016 summer period
Creating connections with Heritage Park and its development
Some examples include bicycle hire storage of key rentable equipment music festival outdoor arts displays etc
Emerging linkages that are yet to have clarity
Unknown
Creating connection with surrounding townships
ie via bike track maps and presentations
Accommodation and stop over locations Services offered at regional locations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be the marshaling point for all visitors entering for experiences such as boating kayaking biking bush walking and wilderness visits This may require a range of facilities to accommodate
Unknown
Linkages to local industries Creating connections with the aquaculture industry
ie salmon experiences Massakirsquos Sushi alliance
Related to food tourism and food offerings Could be significant if a seafood experience centre is the concept eg aquarium and other features
Unknown
HUON VALLEY COUNCIL
Geeveston Town Hall
FINAL FOR
HUON VALLEY COUNCIL
Geeveston Town Hall ndash The Future
Business Plan
Prepared by
FINAL FOR HUON VALLEY COUNCIL MEETING
20TH August 2015
The Future
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 2
Contents
Executive Summary 4
Geeveston Town Hall Situation 6
The Township of Geeveston 6
Geeveston Town Hall Context 7
Current Use and Use Issues 7
Assessment of the Town Hall Building 8
Geeveston Town Hall SWOT Analysis 9
Situational Summary amp Opportunities 11
Geeveston Town Hall ndash the future 12
Community Engagement ndash Stage One 12
Vision 12
Objectives 12
Scope of Use 13
Primary Options for Development amp Use 14
Design Concept 14
Community Engagement ndash Stage Two 15
QVMAG Comparison and Insights 22
Business Strategy 23
Core Business 23
Differentiation 23
Value Proposition 24
Product amp Experience Offering 25
Economic Impact 27
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 3
Implementation Planning 29
Staged Implementation Overview 29
Detailed Implementation Plan 33
The Business amp Financial Model 37
Business Model 37
Financial Model 38
Governance Model 41
SWOT Analysis 43
Risk Analysis 45
Appendix A 48
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 4
Executive Summary
This business plan has been generated within the context of planning for the future of the Geeveston Town Hall (GTH) within the Geeveston Town Hall ndashthe future project Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council (HVC)as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building and maximisebenefit to the community into future
This project has considered the issues surrounding the economy of the area the previous uses of the building community engagement ideas and feedbackand examples from other parts of Australia and the world in circumstances where a historical public asset requires a new future
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre (VIC)
2 Museum
3 Commercial Gallery
4 Events
5 Hospitality services (cafeacute restaurant)
Architectural concepts have been developed demonstrating how the building could be renovated improving its utility for these purposes and alsoimproving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park and thetownship car park
These concepts have been offered for public consultation and the response from the public has in the main been positive Many residents and interestedstakeholders have rated the concepts highly when comparing them to the vision for the GTH There are issues to be dealt with and such items as publictoilets introducing competitive hospitality services within the town and capturing value from the regionrsquos tourism market have all been raised by thepublic These concerns are addressed in this plan and will be further addressed in future planning efforts in conjunction with HVC and key stakeholdergroups
It is proposed that the GTH be operated in future by an independent new company limited by guarantee (GTH Co) run by a community Board balancedwith representatives from the key stakeholder groups This organisation would contract with HVC for the head lease of the building and would operate thesite as agreed within that document The GTH Co would focus on the various offerings within the business plan and operate a not-for-profit business togenerate economic benefits for the town and the broader region
The redevelopment of the Geeveston Town Hall will take a staged approach and can be broken into three key development stages
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 5
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
Stage one involves the establishment of an operating entity for the GTH building the reinstatement of a Visitor Information Centre on site the redesign ofthe museum to the upper floor and the development of flexible space that can satisfy community events for local and tourism purposes and includes agallery space for community exhibitions
It is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in time for the peaktourism season
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
A critical success factor in the implementation of stages two and any other future development is the achievement of funding to execute the buildingcapital works This would involve grant funding and co-contribution funding
The financial operational forecasts demonstrate that with prudent management the building can be operated at a profit and can contribute rent to thebuilding owner The visitor centre is a significant operational unit which captures value from the available tourism market and positions the town as a keygateway to the far south The building operator will employ staff and contribute generally to the economy of the township as it will require products andservices to operate many of which will come from the local suppliers
There will be a requirement to fund the establishment of the new operating company and also the visitor centre This will need to be in the form of smallassets and also some operational cash flow to enable the commencement of operations HVC must be a leader in the establishment of these newoperations and should consider how they may be funded
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 6
Geeveston Town Hall Situation
The Township of Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk
Total visitor numbers to the Tahune Airwalk have remained steady at around 70000 tickets sold per year for the past 3 years of which around 30 are soldthrough the Geeveston Forestry and Heritage Centre
There are estimates ranging from 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek information aboutsurrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unableto purchase or book anything other than tickets to the Tahune Airwalk and tourism art and craft merchandise The closest VIC is located at Huonville
Furthermore there is an undersupply of accommodation options for all segments of the market The number of visitor nights captured in Geeveston hassignificantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston isrelatively unchanged and there is opportunity to capture a larger share of visitor nights
There is also a gap in the supply of hospitality services for visitors There are currently three hospitality providers in Geeveston and it is noted that there isan inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there isopportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of wilderness waterways and environmentally basedtourism experiences However there appears to be a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
There is a lack of dynamism and contemporary presentation for the history and heritage of the region Capital expenditure on the streetscape and the mainstreet buildings has been very minor with little change over many years The format of the current Geeveston Forestry and Heritage Centre displays is notcontemporary and is not managed to actively encourage re-visitation
Visitors to Geeveston are not inspired to stay and spend time as the current township facilities and amenities lack appeal and do not encourage a feeling ofcomfort and enjoyment
Geeveston has significant issues in relation to the township roadways and how they encourage visitors to enter the main street Signage traffic flow andtownship appeal are all important factors for the future in making Geeveston a more successful township and visitor experience
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 7
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity ofattractions and support services Geeveston and the ldquoFar Southrdquo are well noted as day trip destinations from Hobart or Huonville Geeveston needs toreposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Geeveston Town Hall Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated asa visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community businessmodel
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has astrong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelingsof well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wishto activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see asvaluable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
The Geeveston Town Hall is a public asset owned and maintained by the Huon Valley Council The Council will continue to act as a facilitator of communityand economic development and management of the asset for strategic value into the future But they do not wish to deficit fund the operations of thebuilding into the future Any future operations need to provide long term sustainability
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania does not intend tocontinue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This businessincludes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestryoperations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays andsimilar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver ofvisitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 8
visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction withvisitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the areaGeeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead theForestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centrehave shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for thetownship and all tourism and visitor activities the region has to offer
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatlyinterested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to beregularly involved Even the Geeveston Records and History Society are rarely involved in the site to organise events or to manage the presentation layoutfor the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalktickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from thisactivity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas
Some observations include
bull The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy
the place
bull The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural
advice to plan for contemporary commercial and community use
bull The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access
and to appreciate the surrounding offering of main street Geeveston
bull There is ample parking adjacent to the building that already services commercial and private road users
bull The building is within close proximity to Heritage Park that currently has a master plan under development
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 9
bull The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
bull The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to
other sites of this type
o Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
bull The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
bull The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great
potential for refitting for multipurpose use
Geeveston Town Hall SWOT Analysis
Strengths
bull Ideal location in centre of township and on the main street
bull Ample parking adjacent to the building
bull Close proximity to Heritage Park
bull Significant and flexible floor space
bull The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
bull Highly interested and committed local resident and business community
bull There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
bull Existing banking tenant is stable and critical to the function of the town
bull The building has a long history of supporting tourism history culture and heritage
bull The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
bull The building is structurally stable maintainable and low cost in its current form
Weaknesses
bull In its current format the building does not encourage visitors to stay and enjoy the place
bull The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
bull The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main
street Geeveston
bull The floor space is currently grossly underutilized
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 10
bull The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
bull The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and
businesses in the area
bull The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
bull A very low level of local community engagement and use even though there is a high desire to do so
Opportunities
bull Refocus the buildings purpose on engaging visitors and representing its region
bull Integration of industries through a multi-purpose occupancy model
bull To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
bull A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
bull To position Geeveston via the Town Hall as the gateway to the southwest
bull To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
bull To encourage connections to other surrounding townships and attractions
bull To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through
communication of clear intent and design
bull To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community
groups volunteer groups)
bull Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
bull To encourage investment and employment through the attraction of new business players and industry spending
Threats
bull Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
bull Availability of capital funding to redesign the buildingrsquos purpose
bull Inaction will cause a rapid and continual degradation of the tourism economy for the region
bull A lack of confidence in the region will constrain further tourism industry growth
bull The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
bull If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more
important economically
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Situational Summary amp Opportunities
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate communityand economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competingpriorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses thathave far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the siteinto the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industrieswithin the region to maximize tourism experiences and promote the Huon Valley brand Tasmania has an ever-increasing reputation for quality and uniquefood It also has an increasing number of agritourism businesses offering visitors food and beverage and interpretive experiences The Geeveston TownHall is in the ideal region to link in with this significant trend
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the townshipitself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or alack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players butit will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse
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Geeveston Town Hall ndash the future
Community Engagement ndash Stage One
Community consultation has been undertaken during this process in accordance with the Councilrsquos Community Engagement Framework Initially stage onecommunity engagement was undertaken with key stakeholders at a workshop held on Wednesday 13th May 2015 The purpose of the workshop was tomeet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building Follow up discussions were also undertakenwith a range of community and industry stakeholders in relation to this project
The community engagement undertaken as part of stage one provided Summit Strategy with a list of community driven overarching objectives and goalsthat the building should aspire to as well as a range of ideas for the future use of the building This formed the basis for assessment for the feasibility studyand the input has been utilised in developing the following vision objectives and scope of use for the building
Vision
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a communityasset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history and its natural competitivestrengths and inspires a future of collaboration and industry diversity
Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community bull To tell our stories
bull To connect people with each other
bull To respect the culture history amp heritage of the area
bull To contribute to community wellbeing of the local area and region
Economy amp Industry bull To connect our town to the region and the world
bull To encourage new industries
bull To encourage employment amp confidence for investment
bull To offer our visitors great experiences
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
bull To be a driver for visitation to Geeveston a
Operational bull To be active engaging vibrant dynamic and contemporary
bull To be an attraction in its own right
bull To maximize the availability of community capital for cost effective resourcing
Governance bull To achieve continuous and stable governance
bull To achieve ongoing financial sustainability
Scope of Use
In order to achieve the communityrsquos vision and objectivesof tourism with services to promote the region making provision for high quality food and beverageand cultural experiences
Economicgrowth forGeeveston
VisitorInformation
Centre
Hospitality
(retail)
CommunityEvents
Arts amp Culture
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
To achieve continuous and stable governance
To achieve ongoing financial sustainability
vision and objectives for the Geeveston Town Hall it is proposed that the building be setof tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts
Economicgrowth forGeeveston
Museum interpretation
centre
Integratedtourism
operations
Seafoodexperience
centre
Page | 13
nd connect visitors to surrounding offerings
be set up for the primary purposeswhilst supporting a rich mix of community events arts
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 14
Primary Options for Development amp Use
The following primary use options are valid and sustainable for the Geeveston Town Hall into the future The staging of this development is outlined infurther detail under the Implementation Planning section below
The preferred opportunities for initial development are as follows
bull A Visitor Information Centre that provides clear interpretation of the region focuses on selling and promoting Southwest accommodation
experiences and attractions acts as a gateway to the lsquoFar Southrsquo maximises the regions tourism economy and also sells local unique goods with
strong linkages to the creative industries of the region
bull A high quality flexible Gallery Exhibition Space to house exhibitions from local and Tasmanian artists and craft designers with potentially
significant curated exhibitions into the future
bull A fully modernised Museum for cultural and heritage presentation and interpretation of the region
bull A flexible Events Space that will satisfy community events for local and tourism purposes and encourage development of community enterprise
creativity and connection
bull A public lift and amenities with access from inside the building
Further development opportunities in future years include
bull A high quality Cafeacute andor Restaurant underpinned by a commercial kitchen that can also run community events and functions
bull Collaboration of Southwest Tourism Experiences involving tour operators and guides adventure tourism and agritourism suppliers
bull A Seafood Experience Centre to showcase Tasmanian salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Design Concept
Project architects Preston Lane established concept drawings based on the primary options for development and use outlined above The specialcharacteristics and use detail take into consideration the communityrsquos vision and objectives for the future of the Geeveston Town Hall
The concept drawings form Appendix A to this report and demonstrate how the building could be renovated improving its utility for these purposes andalso improving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park andthe township car park
The key elements of the design concept include
bull Maintaining the integrity of the existing building
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 15
bull Celebrating the interior spaces and heritage of the building
bull Improving the appeal of the building within the streetscape through the re-arrangement of traffic flow
bull Providing a more pedestrian scale along the building edges through the widening of the footpath
bull Creating access through the building and providing linkages between the building and external spaces and beyond (towards the park)
bull Providing greater interaction with the building through the form of the extended works (on the carpark side) and
bull Making the new works subtle yet iconic with reference to the past through materials used
Community Engagement ndash Stage Two
From 15th to 24th July Huon Valley Council undertook community engagement to seek feedback on the primary options for development and use of theGeeveston Town Hall
All Geeveston residents and businesses received a letter inviting them to provide feedback via an online survey available on the Councilrsquos website Thecommunity engagement was also advertised throughout the wider region Community members were informed about the process to date the vision andobjectives for the building and were provided with concept drawings The survey contained a mix of both quantitative (data collection) and qualitative(open comment) questions and aimed to gauge the overall community support for the proposal
In total 84 responses were received via the online survey with additional submissions received from community members regarding the concept designs
In summary the survey provided positive results in all the questions raised regarding the proposal Many residents and interested stakeholders have ratedthe use concepts highly when comparing them to the vision and objectives for the GTH
The positive response received from the community engagement process indicates that the community will use contribute to participate in and supportthe future uses of the GTH building thus helping the GTH to become an attraction in its own right connecting people with each other and encouragingemployment and confidence for investment
The online survey results are detailed below
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Quantitative Survey Results
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosiagree) 143 of respondents disagree (choosing 1 ndashscale of 1-5)
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosindash strongly disagree or 2 ndash disagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Page | 16
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosi ng 4 ndash agree or 5 ndashstronglydisagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4respondents disagree (choosing 1 ndash strongly disagree or 2
643 of respondents support the overall concept 131 of respondents do not support the o
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4 ndash agree or 5strongly disagree or 2 ndash disagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1
643 of respondents support the overall concept 131 of respondents do not support the o verall concept while 226 of respondents are unsure
Page | 17
agree or 5 ndashstrongly agree) 226 ofdisagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1 -5)
verall concept while 226 of respondents are unsure
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 18
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurethey were very supportive of the various uses within the building using the services themselves contributing andor participating in events at the site andtaking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurevarious uses within the building using the services themselves contributing andor participating in events at the site and
taking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Page | 19
Positive responses were received to how the community would see themselves engaging with the GTH building into the future The public indicated thatvarious uses within the building using the services themselves contributing andor participating in events at the site and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Demographic Information
Page | 20
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 21
Qualitative Survey Responses
Survey respondents were also invited to provide general comment regarding the proposal There are many comments that applaud the concepts and usesidentified Overall the results of the survey were very positive however it is noted that several areas of concern were raised which broadly cover five mainthemes
A copy of the written comments received via the online survey is included in the Summary of Survey Results report
Area of concern Summary of comments Proposed Response Action
Cafeacute commercialkitchen
Some concerns raised around the inclusionof a cafeacute due to competition in hospitality inthe township However respondents werenot necessarily opposed to a commercialkitchen or restaurant being available in thebuilding
It is noted that the proposed cafeacute restaurant commercial kitchen is not identifiedas part of the stage 1 implementation but will be considered as part of the nextstage of the project
Some respondents included verbatim comments asking for another cafeacute not to beallowed in the town These comments do not seem to have any other basis otherthan to constrain competition in favour of existing shop retailers in the township
This area of community concern is further addressed in the Economic Impact sectionbelow
Public toilets Some concerns raised around the locationand availability of public toilet facilities inGeeveston
The location of public toilets will be considered as part of future stages of projectimplementation
Currently visitors to Geeveston are not inspired to stay and spend time as thecurrent township facilities and amenities lack appeal and do not encourage a feelingof comfort and enjoyment
It is important that the location of public toilets be well considered as the businessplan aims to increase visitation to Geeveston and capture a greater share ofeconomic value from tourism Timing will also need to be considered in terms offuture stages of implementation and other developments being undertaken in thetownship
Traffic management car parking
Some concerns raised around the impact ontraffic flow from widening the footpath in
Traffic management considerations will form part of the planning in futureimplementation stages and would need to comply with relevant procedures and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 22
Church Street and car parking availability inGeeveston
regulations
Geeveston has significant issues in relation to the township roadways and how theyencourage visitors to enter the main street Signage traffic flow and townshipappeal are all important factors for the future in making Geeveston a moresuccessful township and visitor experience
Timber veilsurrounding thebuilding
Some concerns raised that timber and steelwould not suit the timber heritage feel ofthe Geeveston township
It is noted that the concept drawings provided to the community incorporating thetimber and steel veil are concept only at this stage and that final plans will not beapproved until future stages of the plan are implemented
Sale of TahuneAirwalk tickets
Concern was raised that there was nomention of the sale of Tahune Airwalktickets in the building
It is regarded that the sale of Tahune Airwalk tickets is a critical componentattracting visitors to the township of Geeveston and also an important point ofvalue capture that can assist in sustaining Geeveston Town Hall operations The saleof Tahune Airwalk tickets is part of all stages of the Business Plan and included inestablishment of a fully functioning Visitor Information Centre on site
QVMAG Comparison and Insights
Richard Mulvaney Director of the Queen Victoria Museum and Art Gallery (QVMAG) was interviewed to gain a perspective on the donations policy andvisitor engagement experience of the QVMAG
Annual visitors to QVMAG are around 138000 visitors per annum The museum is a significant facility incorporating many partner and allied organisationsIt is a major draw card for the city of Launceston and a significant events venue With an operating budget of approximately $32M from State of Tasmaniaand around $12M from Launceston City Council the facility is a large publicly run enterprise
Their donations experience is that they achieve less than $2 average per visitor However it has been noted that the profile of visitors is important to this asa high proportion of locals would reduce donation performance It is noted that GTH has a high proportion of mainland and international visitors
There are three donations boxes within QVMAG They are constructed as double sided as many visitors will donate on the way out at the end of theirexperience Merchandising and museum shop is an important element that augments the museum and gallery experience Also the hiring of rooms formeetings and events is a great way to encourage visitation and involvement of the business and various industry communities
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 23
Business Strategy
Given the economic and social situation of the Geeveston Township and its surrounding region it is critical that drivers of economic demand and progressare in place for the future The investigations and concept developments at the time of developing this business plan are focused on development of theGeeveston Town Hall and the business concept behind it that will drive the economy of not just the township but also the broader region
This strategy must be focused on delivering the strategic development of this key public asset to create a building and experience of significance to drivesocial collaboration tourism development and industry development The clear strategy of focusing the building on tourism is compelling particularly forthe purposes of
bull tourism information for the region (incorporating product and experience sales)
bull creative industries (exhibiting and selling regional art and designed goods)
bull agritourism (hospitality food experiences) and
bull history and heritage museum (stories of the past display and exhibition of key artefacts experiences and interpretation)
It is also clear that this building should be managed by an independent organisation to that of its Government owner This has the benefit of ensuring thatcommercial principles underpin the development management and sustainability of the enterprise and its strategic partnerships In doing this Huon ValleyCouncil as ldquoasset ownerrdquo can have a relationship with a single ldquooperatorrdquo This ldquooperatorrdquo can either run internally or outsource the running of the variousservices that the building will offer
Core Business
The core business of the Geeveston Town Hall will be to facilitate the development and management of a significant building that will house services thatare important to the region The core business of the building will relate to tourism and hospitality creative industries and community engagement
The core business must generate economic value for the building to support its maintenance and its services sustainability and also generate flow oneffects to the surrounding economy
Differentiation
The Geeveston Town Hall must differentiate itself from other attractions within Tasmania by using the following factors
1 Creating a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
2 Designing and developing a unique building that is in itself a building of significance within the region and Tasmania
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 24
3 Offering unique experiences to encourage interest
4 Maintaining momentum and dynamism in the content that is onsite to encourage revisitation
5 Achieving greater community engagement and involvement ie development of community enterprise and
6 Gaining involvement of industry players to drive diversity and synergies that generate sustainability outcomes and strengthen the offering and
provide reasons to visit Over time the Geeveston Town Hall will develop greater levels of collaboration between tourism creative industries and
agribusiness sector businesses
Value Proposition
The following are elements of the value proposition for the Huon Valley economy for the development of the Geeveston Town Hall
bull The GTH will become a destination in itself with strong branding and positioning to create an identity for the building and township of Geeveston
bull Geeveston will become a gateway to the ldquoFar Southrdquo driving visitation to the region and capturing an increased share of tourism value through the
promotion and sale of tickets to surrounding attractions and experiences including the Tahune Airwalk
bull The GTH will offer a centralised presentation opportunity for the regionrsquos industries and encouraging greater synergies within industries such as
tourism agritourism and creative industries creating confidence for investment
bull The on-selling and reselling of unique local goods and services will help to support and promote the regionrsquos creative industries
bull The GTH will encourage the development of community enterprise volunteering and community involvement
bull A service level agreement between GTH Co and HVVC will achieve cost efficiencies through staff and technology sharing between the two sites
bull Huon Valley Councilrsquos planned redevelopment of Heritage Park will increase access and linkages to the GTH and the main street and continue to
develop Geeveston as a destination for locals and visitors
bull Proposed traffic management and car parking changes within the township will enable greater access to Geeveston for both vehicles and
pedestrians
bull Staged implementation of changes to the GTH building will encourage other planned changes in the township and allow time to adapt
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 25
Product amp Experience Offering
Purpose Use Use Detail amp Benefit Target Markets
Tourism Visitor Information Centre A Visitor Information Centre that provides clearinterpretation of the region focuses on selling andpromoting Southwest accommodation experiences andattractions acts as a gateway to the lsquoFar Southrsquomaximises the regions tourism economy and also sellslocal unique goods with strong linkages to the creativeindustries of the region
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Creative industries (unique goodsfor sale on consignment)
Integrated tourism operations Collaboration of Southwest Tourism Experiences involvingtour operators and guides adventure tourism andagritourism suppliers
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Seafood experience centre A Seafood Experience Centre to showcase Tasmaniansalmon and shellfish based seafood that Tasmaniaoperates as commercial fisheries Potential linkage tohospitality provider
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
History amp Heritage Museum interpretation center A fully modernised Museum for cultural and heritagepresentation and interpretation of the region Historicaldisplays and artefacts managed by the community andGeeveston Archives and History Society
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
School groups
Community Events Flexible space A flexible Events Space that will satisfy community eventsfor local and tourism purposes and encouragedevelopment of community enterprise creativity and
Local residents
Local businesses workers
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 26
connection Social enterprise
Gallery and exhibition space A high quality flexible Gallery Exhibition Space to houseexhibitions from local and Tasmanian artists and craftdesigners with potentially significant curated exhibitionsinto the future
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries
Hospitality (Retail) Cafe
Restaurant
A high quality Cafeacute andor Restaurant underpinned by acommercial kitchen that can also run community eventsand functions
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries (catering)
Social enterprise (catering)
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 27
Economic Impact
Visitor Information Centre Regional Extension
As has been identified earlier in this plan Geeveston has a significant role to play in servicing visitors to the region and in particular to encourage visitationto surrounding experiences With the significance of the Tahune Airwalk visitation and that to Hastings Caves Ida Bay Railway and Hartz Mountains just toname a few Geeveston simply must perform as a tourism town Its current infrastructure and services are sub-standard and if they do not improve thetown will falter and the region will suffer from a flat or reducing tourism industry
Huonville has operated a visitor information centre (HVVC) for a number of years It has built a model that ensures that it can yield visitor spend based onits visitor profile The current Forest and Heritage Centre (FHC) has more annual visitors than the HVVC These visitors are journeying deeper into theregion and are seeking advice and guidance on what is in the surrounding area and importantly tickets to key attractions
It could be perceived that another visitor centre in Geeveston would cannibalise the sales of Huonville however the two visitor centres should becomplementary and they can be collaborative Even in its current form the FHC is an experience and an important one that is central to the survival of thetown The FHC already outperforms the HVVC on merchandise sales and overall turnover The two sites play different roles in the journey of the visitor andwill sell different product that is more relevant at any point in time This of course will be partly because they will have a different presentation andoffering
Each visitor centre in the region should strive to offer unique experiences and goods if possible however complete diversity is not achievable as there canalso be opportunities for cost efficiencies in stocking general memorabilia and clothing merchandise The diversity of offering onsite is significant enough toencourage multiple visits to VICrsquos throughout the region
The economic impact on the tourism economy in having a visitor centre in Geeveston vastly outweighs any negative impact of minor cannibalization thatmay occur It must also be noted that it is unknown how much opportunity cost is currently being experienced with the FHC in place with greatly restrictedofferings
Geeveston township sustainability and its prospects for growth will be greatly diminished if a visitor centre is not in the town and the surrounding tourismeconomy and community would suffer as a result
Competition in Tourism and Hospitality
There appears to be a gap in the supply of hospitality services for visitors within the township There are currently three hospitality providers in Geevestonbut it is noted that there is an inconsistency in business operating hours lower than acceptable food and service quality and the townshiprsquos services areunavailable or limited after 4pm
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 28
A key element of this plan is for the GTH to be a destination in its own right and a gateway to the lsquoFar Southrsquo Geeveston therefore has a significant role toplay in servicing the increased number of visitors to the township and region and to capture a higher share of visitor spend on food and beverageParticularly during daylight savings months there is opportunity to provide more lunch or early dinner offerings for tourists
A cluster of food offerings ie cafes restaurants within the township will promote both competition and cooperation and grow the townships reputation asa place to eat which is currently lacking Operators will compete to win customers thus encouraging quality product offerings and customer servicedriving innovation in filling gaps within the market
Introducing competitive hospitality providers within the township will aim to raise the level of overall hospitality services and offering to visitors Qualityand appealing food options within the township will help to develop Geeveston as a destination of choice for locals and visitors a reason to visit and tospend time
It is critical that agritourism linkages are in place to support tourism hospitality for the town Quality providers of fresh regional and Tasmanian produce area very important component and the township seemingly has an undersupply of hospitality services of this type particularly of a quality and standard thatis acceptable to interstate and international tourists
Township Performance and Effect on Micro-Economy
This project aims to develop feasible uses for the future of the GTH that will benefit the economy of the region and maintain the building for the future
Geeveston is one of the townships hardest hit by the decline of the forestry industry in Tasmania
The redevelopment of the GTH will bring a new wave of opportunity to the local economy as there will be a raising of the standard of the townrsquos amenitynew service offerings and experiences new employment capital development expenditures increased tourist visitation and commercial development ofthe town in general brought about by competition
Improvement in value capture of the township within the region will have positive ongoing economic impacts for stability for existing businesses andemployment
Without improvement in the township offering and competition the township would not change and keep pace with the demands of the modern touristsettler or business investor
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 29
Implementation Planning
Staged Implementation Overview
The redevelopment of the Geeveston Town Hall can be broken into three key development stages
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
It is proposed that the GTH be operated in future by a new company limited by guarantee (GTH Co) run by a community Board balanced withrepresentatives from the key stakeholder groups The first step in achieving this business plan is the establishment of an operating entity for the GTHbuilding
As part of stage one it is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in
time for the peak tourism season as well as some provision for a community gallery and flexible use space In order to achieve this a number of key
activities would need to occur These include
bull Establishing an organisational structure governance Board and support mechanisms
bull Re-establishment of the visitor centre utilising existing resources and small assets and partnering with the HVVC
bull Resetting the museum and preparing for a new contemporary presentation
bull Seeking assistance with museum for maximising the visitor value from the historical stories
bull Engaging with regional creative industries through the Huon Valley Arts Cooperative Initiative
bull Organising community events that provide value for locals and encourage greater levels of planning sharing and connection with established
activities
bull Organising an initial calendar of ldquoshowcase eventsrdquo for the township and region that would attract Southern Tasmanian visitors primarily for day
trips and visitors from northern Tasmania whilst on intrastate holiday and
bull Establishing an interim identity for the building that signals a change from the current format and function and a transition to the new concept that
can be promoted ahead of time
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 30
Stage one is ultimately a ldquoproof of conceptrdquo stage during this initial stage the Geeveston community and key user groups would need to be engaged with
and challenged to ldquoprove the business modelrdquo before commencement of the stage two developments The key groups include
bull Geeveston Archives and History Society
bull Regional designers artists and gallery owners ideally working through the Huon Valley Arts Cooperative
bull Tourism operators accommodation providers and visitor centre workers
bull Volunteer groups
bull Various other Township associations
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment It is noted that this stage and any future implementation stages would be highly dependent on grant funding and co-contribution funding
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
Stage One ndash Reset the Base
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
To reinstate a Visitor Information Centreon site that also sells local handmadegoods either as stock items or onconsignment with strong linkages to thedesigners retailers
The TTIC must have the ability torepresent the region in a compellingway there must be clear interpretationof the region (lower floor)
Significant generator of visitation toGeeveston encouraging increased lengthof stay and spend
Utilise the existing shop and officeinfrastructure
New tourism and retail display systemsto be implemented
Prior to 201516 peak tourismseason ndash Spring 2015
Local handmade arts andcrafts
Local markets and events
To include a flexible space that cansatisfy community events for local andtourism purposes and include a galleryspace that could house exhibitions from
Low given that use is likely to be a mix ofexhibitions events and meetingsResetting the special layout and creatinga visitor experience that is also a flexible
Likely to be progressive but canrsquotbe too far behind the VICdevelopment
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 31
Community engagement local and Tasmanian artists
(lower floor)
area is the challenge
Detailed planning for the lower floorspace that is not to be utilized by VIC
Cultural and heritage To reset the museum component to theupper floor only
(upper floor)
Moderate refit impact however fullimplementation would result in a highimpact
Staged development is warranted
Initial stage would commenceimmediately ie prior to summer2015
Stage Two ndash Repurpose for Community and increase capacity
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Commercial Gallery with potentiallysignificant curated exhibitions into thefuture
Modest to low given the need to meetminimum standards and be a flexibleexhibition space Security andenvironmental quality issues will beprimary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural andheritage presentation of the region ldquoRe-think museumrdquo
Significant on both space utilization andrequired quality of fit out Maximisingartifacts and interpretation value
Long term design Unknown timing
Community engagement Development of community enterprisetaking a proactive hand in utilising thesitersquos flexible area encouraging creativityand connection
Low given that use is likely to be a mixof exhibitions events and meetings
In line with site development onlower floor
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercialkitchen that can also run communityevents
(lower floor)
Significant due to hospitality kitchenrequirements and goods storage andinout facilities
Commencement as soon aspracticable however operatoridentification will force a delay ndashWinter 2016 is the idealdevelopment timing
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 32
Stage Three ndash Encouraging Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
Creating a tourism hub Potentially some integration of touristservices onsite Yet to be defined ingreater detail
Post 2016 summer period
Creating connections with Heritage Parkand its development
ie bicycle hire storage of key rentableequipment music festival outdoor artsdisplays etc
Emerging linkages that are yet to haveclarity
Unknown
Creating connection with surroundingtownships
ie via bike track maps andpresentations
Accommodation and stop overlocations Services offered at regionallocations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be themarshaling point for all visitors enteringfor experiences Boating Kayakingbiking walking and wilderness visitsThis may require a range of facilities toaccommodate
Unknown
Linkages to local industries Creating connections with theaquaculture industry
ie salmon experiences restaurantoffering
Related to food tourism and foodofferings Could be significant if aseafood experience centre is theconcept eg aquarium and otherfeatures
Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 33
Detailed Implementation Plan
As of 31 October 2015 the Forest and Heritage Centre will cease operation at the Geeveston Town Hall The following table details the majorimplementation tasks for Stage One of the Geeveston Town Hall development with the aim of having a fully functioning Visitor Information Centre andMuseum operating by the end of November 2015 in time for the peak tourism season as well as a community gallery space
Whilst every effort has been taken to identify the key activities that would need to be undertaken to successfully implement stage one final planning andbudget requirements will ultimately need to be undertaken by HVC as the key decision maker and source of seed capital for this venture Of course thefollowing plan and budget may be lower than expected if HVC has the capability to insource some of the establishment works
It is not feasible to provide specific details of implementing further stages at this time but it is noted that any future implementation stages would be highlydependent on grant funding and co-contribution
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 34
Stage One Implementation
Initiative Strategy Task Timing Responsibility Estimated Budget
Establish the OperatingEntity
(Set up stage Sept Oct Nov)
bull Establish legal entity and constitution Sep 2015 HVC $5000-8000
bull Establish representative community Board Sep 2015 HVC $2000
bull Establish foundation budget amp funding Sep 2015 HVC Potentially $15000-$20000
Also linked to TVIN budgetfor assets and stock
bull Finalise human resource plan and recruitment Oct 2015 GTH Co $6000-$8000
bull Execute lease amp other partnership agreements (ie
HVC lease support from Huon Valley Visitor Centre)
Oct 2015 GTH Co $2000
bull Establish tenancy terms with Geeveston Records amp
History Society (for operation of museum)
Nov 2015 GTH Co $1500
bull Set up community support structures
o Establish community events sub-committee
o Hold a community ldquoworking beerdquo
Nov 2015 GTH Co Nil
Establish Visitor Centre
(To be in full operation by 1December 2015)
bull Identify amp purchase operational assets
o Computers amp telephone system
o Office furniture
o Visitor centre signage
o TVIN membership
o Tourism brochure displays
o Retail displays and shelving
Oct 2015 GTH Co Less than $20000
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 35
Initiative Strategy Task Timing Responsibility Estimated Budget
o Initial stock holding
bull TVIN membership Oct 2015 GTH Co Within the above
bull Booking amp reservation system Oct 2015 GTH Co Within the above
bull Refit GTH retail area as Visitor Information Centre
o Booking desk brochure stands racks
poster positions digital signage displays
retail shelving and stands interpretive
display boards etc
o Many items will be made available by
Forestry Tasmania (exact items yet to be
confirmed)
Nov 2015 GTH Co Within the above
bull Finalise HR plan amp undertake staff training Nov 2015 GTH Co Operational budget $2000
bull Develop merchandising plan Nov 2015 GTH Co $2000
(test stock and advice)
bull Finalise budget Nov 2015 GTH Co As above
Reset the Museum
(To be in full operation by 1December 2015)
bull Finalise the commercial agreement with the
Geeveston Records amp History Society
Oct 2015 GTH Co As above
bull Redesign the museum space to the top floor only Nov 2015 GRampHS Unknown but minimal(community project)
bull Seek assistance with interpretive panels Nov 2015 GRampHS Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 36
Initiative Strategy Task Timing Responsibility Estimated Budget
bull Establish a museum operations plan Nov 2015 GRampHS andGTH Co
Nil
Establish CommunityGallery Space
bull Engage with regional creative industries through the
HVC Arts Cooperative Initiative
Oct 2015 GTH Co Nil or minimal
(insourced)
bull Reset dedicated GTH space for community gallery
operations ie partitions and mobile walls
Nov 2015 GTH Co HVCArts Co-operativemembers
Community arts workingbee
Potentially Arts Tas minorsponsorship
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
The Business amp Financial Model
Business Model
Relationship
Tenants
Operator
Owner
Visitor Centre
Internal toGTH Co
The Business amp Financial Model
HVC
GTH CoCommunity
Board
Visitor Centre
Internal toGTH Co
Museum
Outsourced
Gallery
Internal toGTH Co
Cafe Restaurant
Outsourced
Page | 37
Cafe Restaurant
Outsourced
Events
Internal toGTH Co
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 38
Financial Model
The budget for operations of the new venture GTH Co has been created using an approach showing the basis for operations of stage one as a full yearfinancial operational budget forecast The budget has then been built showing the financial impact of more developed operations within a stage two
An overall master budget has been created for the operating entity using the working title GTH Co as well as separate operating budgets for each of thetenants or services operating within the business
Budgets have been cast on an annualised basis due to the uncertainty around timing of start-up and potential capital development periods whereinterruption will be experienced
The core objectives of the financial model are
bull To establish operations on a profit basis using normal commercial principles
bull To ensure that an independent company can be the ldquooperatorrdquo of the GTH that does not require ongoing subsidisation from HVC to remain
feasible
bull To take into account reasonable estimates that follow principles of prudence by overstating costs and understating revenue
bull New operational principles that affect revenue raising have been researched as far as is practicable at this stage based on available source
historical financial data but may require further work
The complete budget papers were tabled at the HVC Workshop on 18th August
Key Assumptions
Several key assumptions have been made in relation to the operating budget and have been built into the Excel cash flow statements These are as follows
Business Unit Stage One Implementation Stage Two Implementation
Visitor Information Centre (VIC) Visitor center sales for attractions in line with historicalperformance Critically the VIC will be selling TahuneTickets along with the normal TVIN accommodationexperiences and products lines
Tahune sales at 30 of total Tahune tickets
Year two growth after renovation Tahune modest growthHastings modest growth 2 CPI price increase across theboard
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 39
Accommodation bookings very low due to locationdisadvantage and local offerings Only 150 room nightsbooked
Stable accommodation bookings at low levels
Merchandise sales based on FHC existing sales plusadditional sales from new stock and consignmentgoods Retention of some existing FHC merchandiseitems to be sought Eg Island specialty timbers andlocal wood crafts
Merchandise growth particularly in regional goods
Stock sales of $150000 at 50 GP
Existing FHC merchandise shop sales are $110K paCOGS at lt 40
Growth in stock sales to $190K
VIC operations run by GTH Co in collaboration withHVVC Some subsidized services paid for to HVVC
No change
All staff employed by GTH Co and staff utilized acrossall functions (inc VIC museum and events buildingdaily operations)
No change
Museum Donations collection based on $18 per donation 12 strike rate
Stable but growing
Contributing rent and electricity No change
Agreement for 40 rent from donations and 10 tostaff costs
Events Minimal events planned for FY16 25 1 eachfortnight Average venue revenue $200 per session
Events growth after refurbishment Some pricing andcommercial terms review due to significant facility change
No labour cost Possible change to labour contribution
Most cost increases borne by external operators using the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 40
Electricity apportioned
Rent applied pa
facility with their own labour
Gallery No commercial gallery operations in FY16
However GTH Co will encourage arts associations toprove gallery concept and offer space at a reducedevent rate for exhibitions
Commercial gallery to launch after refurbishment
Sales of artwork and goods to commence
No budget for capital works at this stage Reliance onvolunteer labour and community contributions for thefirst year
Regionally significant gallery boosts visitor numbers andextends length of stay in the far south
Cafeacute Restaurant No cafeacute or restaurant Cafeacute lease established after renovation during year 2
Rent rates in line with Church St prices $200-250 per weekfor an average cafeacute site
Site Occupancy and Financial Framework
Geeveston Town Hall Co (GTH Co) will hold the head lease for the site with Huon Valley Council GTH Co will have the right to sub-lease the premisessubject to agreed uses and approval of tenants by the full Board of GTH Co GTH Co will negotiate an appropriate rental return with HVC taking intoaccount the establishment costs of the site and the target return for HVC
The holders of tenancies are planned as follows
1 The Visitor Information Centre will be operated by GTH Co and will hold the head lease
2 The Museum will be offered lease terms and be run by the Geeveston Records and History Society The museum will pay rent and also subsidise
staffing costs
3 Events Space is operated by GTH Co and rent contribution will be charged from all revenue received for events
4 A Cafeacute is contemplated for the second period after renovation A lease would be assigned for this space at commercial rates
5 A Commercial Gallery is not planned to launch until after renovation and in the interim arts community members will be welcome to hire space as
per the events space with negotiated pricing terms
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 41
Financial Targets and Contributions
Capital expenditure estimates are currently being prepared and due to the conceptual level of detail are likely to be estimates based on commercialexperience and examples These estimates will be available at the HVC workshop on 18th August and will be provided as part of the complete budgetpapers
Governance Model
The plan for governance is based on the following principles
bull Achieving a community run facility for the benefit of the broader community and economic advancement of the region
bull Encouraging strategic partnerships within community groups public organisations and industry players to achieve greater value for the community
and the building owner than a purely commercial operator could
Governance Proposal
It is proposed that
1 The Huon Valley Council establish a new company limited by guarantee ie Geeveston Town Hall Company (GTH Co)
2 The GTH Co be run by a community Board balanced with representatives from various key stakeholder groups
a The Board needs to have enough members to satisfy the GTH CO community and industry profile
b Board membership may comprise representatives from HVC industry and community
3 The new company would operate as not for profit business and essentially reinvest surpluses into the GTH and its related operations
Board Structure and Operation
It is suggested that an independent Chairman be appointed However if this is not achievable then the Chairman role could be for a fixed term of 2 yearsrotational across the Board members
Board composition may comprise the following
bull Chairman
bull HVC
bull Township associations
bull Key industry players
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 42
It is suggested that subcommittees be assigned by the Board to critical functions that would in turn enable the involvement of community and industrycontributors to assist and provide guidance to key initiatives A single board member could be chair of a sub-committee and could elect to formulatesubcommittee members from the community
The recommended governance model outlined above is for discussion with HVC The final decision regarding governance structure and operation is to bedetermined by Huon Valley Council
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 43
SWOT Analysis
Strengths
bull The Geeveston Town Hall will become an attraction in its own right
bull The reinstatement of a Visitor Centre on site will be a significant generator of visitation to Geeveston encouraging increased length of stay and
spend
o Sale of Tahune Airwalk tickets
bull Long term financial sustainability
bull Town Hall will encourage continuity of employment in the township and on site
bull Efficiencies will be created though the operating entity owning and managing the Visitor Information Centre (VIC)
bull Efficiencies will be created through partnership arrangements between the Geeveston and Huonville Visitor Centre (HVVC) (ie sharing of
technology and staff)
bull Cost savings and intimacy to be achieved through use of volunteers
bull On selling and reselling of regional goods and promotion of local creative industries
bull Creation of greater access and linkages between the building and external spaces and beyond
Weaknesses
bull Start-up organisation with undefined Board
bull Uncertain funding sources and no currently identified seed capital
bull Current museum interpretive content is not contemporary or appealing
bull Reliance on donations to subsidise operation of the museum
bull Gross profit on VIC operations are traditionally low therefore reliance on selling value added Tasmanian products is high at current township visitor
numbers
bull Public toilets must be moved if the overall concept is agreed
Opportunities
bull To create a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
bull To generate economic value for the building with flow on benefits to the surrounding township and region especially within stage two of the plan
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 44
bull To achieve greater community engagement and involvement ie development of community enterprise
bull To facilitate industry involvement and collaboration between tourism creative industries and agribusiness sector businesses
bull Raise the level of hospitality services within the town and offering to visitors
Threats
bull Duplication of visitor information services within the region
bull Cafeacute restaurant competing with existing hospitality businesses in the township
bull If the VIC is not implemented decreased visitation to the town and region resulting in lower VIC bookings commissions and retail sales achieved
bull Ability to encourage revisitation to the area
bull Ability to attract appropriate tenants to Stage 2
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 45
Risk Analysis
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
1 No action taken amp the GTH becomesdormant
H M This would be catastrophic for the townshiprsquos economy
2 Stage one startup capital notavailable
H L Refer point 1
3 Funding for stage two notachievable
M M Commence advocacy lobbying and applications for funding at the earliestopportunity to enable works commencement no later than autumn 2017
4 Building budget for concept is largerexpectations and funder capacity
M L Lobby State and Federal Government on the merits of supporting regionaleconomies for the longer term economic and social benefits
5 Ability to attract appropriatetenants to stage two and beyond
H L At the earliest stage promote the changing nature of Geeveston and itsregion along with the tourism plan for the Huon Valley Early discussionswith likely tenancy applicants are important
6 Township toilets relocation becomesproblematic for HVC capital budget
M M Build toilets relocation into capital works budget for GTH to ensure thatthe overall project works are budgeted taking a holistic view
7 Introducing a second VIC to theregion may cannibalise the sales ofHuonville
M L The two VICs should be complimentary and they can be collaborativeThe two sites will have a different presentation and offering and will selldifferent product that is more relevant at any point in time
Some minor canabalisation may occur but Geevestonrsquos sustainability andits prospects for growth will be greatly diminished if a VIC is not in thetown and the surrounding tourism economy and community would
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 46
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
suffer as a result
8 VIC not authorised to sell TahuneAirwalk tickets and overallcommission revenue is lower thanexpected
H L Provided the new operator has a sound business structure and a goodworking relationship can be developed Forestry Tasmania would givefavourable consideration to the new operator selling tickets oncommission for Tahune Airwalk The industry standard of 15commission would apply to ticket sales
9 VIC retail sales revenue is lowerthan expected
M L Adjust operating costs to suit adjust retail products and pricingGenerate community support to encourage township visitation increasesfrom intrastate markets
10 Tahune take steps to restrict VICsales via significant onlinedevelopment and discounting
M L Communicate the total offering of the GTH to inbound tourists andcreate partnerships with feeders and referrers for travel to GTH
11 Current museum interpretivecontent is unappealing and notcontemporary
H M This is a core issue for the holding of tenancy for the Museum componentIn future the value generated by experiences and offerings will beparamount for feasibility and sustainability
Encourage the Geeveston Records and History Society to seekprofessional help immediately
12 Museum donations revenue arelower than expected
L M Little can be done about this Review and potentially improvecommunications to visitors Bundle a value-add with the museum andcharge an entry price Much is dependent on the strength of the offering
13 Introducing competitive hospitalityservices within the town seriouslyaffects viability of other operators
M L Township operators must stand on their own competitive positioning Iftownship traders choose not to change or offer greater value and aretherefore not preferred then the free market must be allowed to operate
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 47
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
to the future viability of the town
14 Governance structure fails M L Building owner to reset the lease of the building and remove theoperator
Building owner may provide support and guidance in the initial stages ofcompany establishment to ensure a successful first year of trading andongoing partnership in the stage two building development process
Balanced board members and appropriate representatives withprofessional skills are a key issue for governance success
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 48
Appendix A
Architectural concepts have been created by project architect Preston Lane The concept drawings demonstrate how the building could be renovatedimproving its utility for these purposes and also improving the main street of the town including greater open public area surrounding the building on themain street connection to Heritage Park and the township car park
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 49
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 50
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 51
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 52
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 4
Scope and Purpose of the Feasibility Stage
The scope of this stage of work as per the project brief is as follows
Core Objectives
To assess identified options to enable a recommendation to be made on the most viable and sustainable option for the centre
Assessment will include
Consideration of each identified option
Consider industry best practice for each of the identified options
Identification of potential impacts on the building and its infrastructure for each option (ie space required fit out people flow through building access
requirements etc)
Cost benefit analysis for recommended option identified
Work Tasks
1 Research uses for town halls and key central public assets across other townships in Australia and overseas Find as much comparative data and descriptive
information as is feasible to inform the project team and stakeholders
2 Record and assess each configuration in a comparative analysis Qualify the differences and benefits of different approaches taken elsewhere
3 Consult with industry professionals in networks with Australian and global experience to gather ideas experiences and advice
4 Generate key concepts for development
5 Map the requirements
a uses business types and offerings
b impacts on local township businesses
c technical requirements for each use
d site user issues
e asset development issues and
f estimate base costs to develop
6 Generate alternatives for the site within the feasibility study that should be considered This will link closely to any possible concept alternatives within the
design process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 5
Referenced Documents
The following Huon Valley Council publications were read as background information in the development of this feasibility study
2010-2015 Strategic Plan
2014 ndash 2015 Annual Plan
Huon Valley Council Economic Development Strategy
Heritage Park Site Development Plan
Huon Valley Regional Tourism Strategy
Huon Trail Marketing Plan 2014-15
Far South Regional Tourism Strategy
Arts amp Heritage Strategy and Action Plan 2012 ndash 2017
Community Engagement Framework
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 6
Huon Valley Community amp Economic Profile
The Huon Valley is a vibrant semi-rural community located a comfortable 30-minute drive south of the Tasmanian capital city Hobart It is Australiarsquos southernmost municipal area with a population of more than 15000 people
The Valleyrsquos 5497 square kilometres is dominated by meandering waterways and forested hills The regionrsquos fertile landscape produces a dazzling array of quality foods that has helped Tasmania earn its reputation as a food-lovers paradise
The Huon Valley is also a haven for yachting and boating enthusiasts with easy access to the Huon River and DrsquoEntrecasteaux Channel These waters offer world class fishing sailing diving and rowing experiences
Our magnificent waterways are not the only attractions The area is also renowned for its mushrooms wine seafood fruit and other gourmet delicacies The gourmet food festival Taste of the Huon held each year in March is a weekend celebration of the best produce the Valley has to offer
Source httpwwwhuonvalleytasgovauregion
Key Statistics
Resident population 15140
Median age 42
Number of households 5812
Median total household income ($weekly) 868
Unemployment rate 66
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 7
Employment
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 8
Businesses
There are approximately 1175 businesses in the Huon Valley region encompassing Huonville ndash Franklin Geeveston ndash Dover and Cygnet The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 9
Geeveston Community amp Economic Profile
Geeveston is a small township nestled in the lower reaches of the scenic Huon Valley It has a strong apple growing and forestry heritage and today caters for travelers exploring the nearby forests Hartz Mountains National Park and Picton and Huon rivers
Surrounded by rolling hills and the nearby mountains Geeveston has a range of shops eateries and local attractions and a main street full of hand-carved timber sculptures of famous locals
Apple orchards grow in the lush green valleys nearby and during autumn visitors can buy buckets of Pink Lady Crofton Geeveston Fanny Apple Red Delicious Granny Smith and Fuji apples from roadside stalls
Theres also a creative community of artists and makers who sell their wares on the main street and at a regular market
West of Geeveston is the Tahune Forest Reserve and the popular Tahune Airwalk Here you can walk amongst the treetops past rare species some found only in Tasmania The walkway rises up to 48 metres above the ground and extends for around half a kilometre over the Tahune State Forest and Picton River
Source httpwwwdiscovertasmaniacomauaboutregions-of-tasmaniahobart-and-southgeevestonwhat-to-do|page-1
Key Statistics
Resident population 1430
Median age 41
Number of households 549
Median total household income ($weekly) 765
Unemployment rate 77
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 10
Employment
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 11
Businesses
There are approximately 278 businesses in the Geeveston ndash Dover area The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 12
Drivers of Economic Development
Although it is outside the scope of this project to plan more broadly the economy of the region as Council already has an Economic Development Strategy it is still important to focus on the drivers of economic performance as they are related to the Geeveston Town Hall and the overall Geeveston township and surrounding region
Below are performance measures and targets offered for discussion and further clarification within the context of this project It must be recognized that a singular building development is incapable of being responsible for the total performance of a region however it is also important for this planning project to identify with the overarching objectives for the region One of the major drivers of growth for the region is tourism as this is a natural strength of the region and also a key driver of opportunities where scale and economic diversity can be achieved
Industry Performance Measures for Discussion
Industry Performance Measure
Tourism and Hospitality Room night stock
Visitors to region (total visitors to Geeveston)
Length of stay (nights)
Average spend during stay
Jobs by business type
Jobs created in annual period
$ investment in new activities and assets
Number of new businesses
Other Industries
Seafood and fisheries
Forestry
Creative industries
Jobs by sector
Jobs created in annual period
$ investment in new activities and assets
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 13
Primary production (farming)
Manufacturing (food industrial commercial and consumer goods)
Retail (food consumer goods)
Services (health education transport etc)
Number of new businesses
Tourism Visitation
The Huon Valley
The Huon Valley prides itself on its pristine environment rich living history strong maritime connections temperate wilderness unique accessible wildlife world renowned food and wine and seasonal climate variations
The Huon River is an iconic natural feature of the Huon Valley and weaves its way through the five main townships of Huonville Franklin Cygnet Geeveston and Dover The region has a long maritime and forestry history and is augmented by a rich cultural heritage
The Huon Valley encompasses two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks
Tourism is a key economic driver in the Huon Valley and the region leverages from its two major tourist attractions ndash Tahune Airwalk and Hastings Caves and Thermal Springs
Source Huon Valley Attractions and Experiences Prospectus ndash April 2013
The table below shows a range of statistics based on interstate visitation to Tasmania from January 2011 to December 2014
The Huon Trail commences at Taroona and travels south to Kingston where it splits into two distinct areas of the Huon Valley and DrsquoEntrecasteaux Channel areas Interstate touring route holiday visitors to the Huon Trail increased 23 in 2013 from the previous year and further increased by 32 in 2014 to 154007 visitors
In the 12 month period from January 2014 to December 2014 there were 55687 interstate visitors to the Tahune Airwalk down 20 from the previous year and 22911 interstate visitors to Hastings Caves and Thermal Springs down 11 from the previous year
It would appear from the data below that new accommodation came online in both Cygnet and Huonville during 2014 with a significant increase in overnight visitor numbers and nights stayed in these locations However it is noted that this data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 14
Jan 2011 - Dec 2011 Jan 2012 - Dec 2012
change from
previous period Jan 2013 - Dec 2013
change from
previous period Jan 2014 - Dec 2014
change from
previous period
Day Visitors
Dover (Until June 2006 from July 2007) (Visited) 12141 12439 245 13610 941 12330 -940
Geeveston (until June 2013) (Visited) 38243 37663 -152 26013 -3093 - -
Cygnet (from July 2013) (Visited)~ - - - 14341 - 37329 16030
Huonville (Visited) 73169 68188 -681 75154 1022 67202 -1058
Cockle Creek (from July 2005) (Visited) 9085 7179 -2098 8132 1327 8046 -106
Overnight Visitors
Dover (Until June 2006 from July 2007) (Overnight) 8157 5610 -3122 7906 4093 9223 1666
Geeveston (until June 2013) (Overnight) 5616 7092 2628 4481 -3682 -
Cygnet (from July 2013) (Overnight)~ - - 2521 - 10914 33292
Huonville (Overnight) 15009 12819 -1459 17891 3957 25069 4012
Cockle Creek (from July 2005) (Overnight) 4175 4819 1543 5349 1100 6182 1557
Total Number of Nights Stayed^
Dover (Until June 2006 from July 2007) 37159 66172 7808 18601 -7189 27257 4654
Geeveston (until June 2013) 36663 19441 -4697 8153 -5806 - -
Cygnet (from July 2013)~ - - - 9343 - 75362 70661
Huonville 103104 96799 -612 68458 -2928 140297 10494
Cockle Creek (From July 2005) 11035 12242 1094 14947 2210 12932 -1348
Average Number of Nights Spent^
Dover (Until June 2006 from July 2007) 46 118 720 24 -940 3 06
Geeveston (until June 2013) 65 27 -380 18 -090 - -
Cygnet (from July 2013)~ - - - 37 - 69 32
Huonville 69 76 070 38 -380 56 18
Cockle Creek (From July 2005) 26 25 -010 28 030 21 -07
Average Spend per Visitor ($000)
Average Expenditure per Visitor 1631 1542 -0089 153 -0012 1645 0115
Holiday 2425 217 -0255 2224 0054 2284 006
VFR 088 0949 0069 0862 -0087 0997 0135
Business 113 1166 0036 1153 -0013 1112 -0041
Other 1585 1809 0224 1371 -0438 1336 -0035
Attractions Visited
Tahune Forest Airwalk (from July 2001) 56747 54166 -455 69802 2887 55687 -2022
Hastings CavesThermal Springs 22105 22011 -043 25817 1729 22911 -1126
Touring Route Holiday Visitors
Huon Trail 128232 121686 -510 149298 2269 154007 315
Places stopped and looked around but did not stay overnight
This data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Visitor data for Geeveston was collected until June 2013 so the Jan 2013 - Dec 2014 represents only a 6 month period
~ Visitor data for Cygnet was collected from July 2013 so the percentage change from the previous 12 month period is based on only a 6 month period in the Jan 2013 - Dec 2014 period
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 15
Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk The forests in the region provide the idyllic setting for bush walking fishing bird watching and mountain climbing and biking
As detailed in the table above in the 6 month period from January 2013 to June 2014 there were 26013 day visitors and 4481 overnight visitors to Geeveston from interstate staying an average of 18 nights
It is hard to comment accurately on current visitor trends in Geeveston as Tourism Tasmaniarsquos Tasmanian Visitors Survey ceased collecting data for Geeveston in June 2013 However visitor numbers to the township appeared to be on track to increase in 2013 with 26013 visitors in the 6 month period from Jan 2013 to June 2014
Source Tasmanian Visitors Survey 2014
Tahune Airwalk
Interstate visitors to the Tahune Airwalk were up 29 in 2013 from the previous year but dropped 20 in 2014 to 55687 Source Tasmanian Visitors Survey 2014
Based on this 80 per cent of visitors to Tahune Airwalk are from interstate with the remaining 20 per cent from intrastate
The table below shows Tahune Airwalk ticket sales from 201112 to present
201112 201213 201314 201415 (ytd)
201516 (forecast)
Total Tahune Airwalk Ticket Sales 63566 72982 69347 70759 80000
sold onsite 40 50 55 55
sold online 10 10 10 10
sold at Geeveston Forest amp Heritage Centre 45 35 30 30
sold through TTICs (Hobart amp Huonville) 5 5 5 5
Source Forestry Tasmania May 2015
Total visitor numbers to the Tahune Airwalk have been steady at around 70000 tickets sold per year for the past 3 years Ticket sales through the Geeveston Forest and Heritage Centre have slowly decreased from around 45 to 30 over the past 3 years currently representing approximately 23000 sales as the share of onsite ticket sales has increased Source Forestry Tasmania 2015
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 16
Tickets sold through the Huonville TTIC represent less than 1 with only 701 bookings made to date this year Source Huonville TTIC May 2015
Hastings Caves amp Thermal Springs
Interstate visitors to Hastings Caves and Thermal Springs were up 17 in 2013 from the previous year but dropped 11 in 2014 to 22911 Source Tasmanian Visitors
Survey 2014
The majority of tickets are sold online or onsite
Tickets sold through the Huonville TTIC represent less than 1 with around 100 bookings made each year Source Huonville TTIC May 2015
The Geeveston Forest and Heritage Centre has not been a great promoter of Hastings Caves with only 400 brochures supplied per annum in previous years
It is noted that in the last period that the Geeveston Town Hall operated as a Visitor centre sales of tickets to Hastings Caves represented around 1000 tickets
A conversation held with manager of Hastings Caves indicated that they are very supportive of improving visitor services within Geeveston and are very keen to be involved in establishing a greater level of interpretation and promotion of the experience
Assessment of Geeveston as a Visitor Destination
Based on an assessment of the total list of tourism related businesses for the region there are clearly some significant strategic gaps that need to be addressed for Geeveston and the South to generate greater yield from organic visitation and encourage growth of tourism market share
Most notably the major gaps in developing a more robust tourism economy are as follows
Gap Indicators
Inadequate visitor information services There are estimates of as many as 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek visitor information about surrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unable to purchase or book anything other than tickets to the Tahune Airwalk The closest TTIC is located at Huonville
Undersupply of accommodation options for all segments of the tourism market
In 2014 visitors stayed a total of 140297 nights in Huonville and 75365 in Cygnet a total of 215662 nights The number of visitor nights captured in Geeveston has significantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston is relatively unchanged and there is opportunity to capture a larger share of visitor nights
Undersupply of wilderness and agritourism As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 17
attractions and experiences wilderness waterways and environmentally based tourism experiences Considering the proximity of two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks and the strength of the agricultural sector an assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
Undersupply of hospitality services to satisfy visitor requirements
An assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of hospitality services for visitors There are a total of three hospitality providers in Geeveston
Bakery
Cafeacute
Massaki Sushi
It is noted that there is an inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there is opportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
Lack of dynamism and contemporary presentation for the history and heritage of the region
Capital expenditure on the streetscape and the main street buildings has been very minor with little change over many years
The format of the current Geeveston Forestry and Heritage Centre displays is not contemporary and is not managed to actively encourage re-visitation
An obvious gap in the appeal of township facilities and amenities to encourage a feeling of comfort and enjoyment ie creating social spaces in which people want to stay and spend time
General visitor services are not up to standard compared to other places with high quality facilities
The recognised natural advantages that the region holds in terms of wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the far south are well noted as ldquoday triprdquo destinations from Hobart or Huonville Geeveston needs to reposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 18
Geeveston Town Hall Precinct
Geeveston Township Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated as a visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community business model
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has a strong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelings of well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wish to activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see as valuable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania do not intend to continue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This business includes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestry operations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays and similar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver of visitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction with visitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the area Geeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead the Forestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centre have shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for the township and all tourism and visitor activities the region has to offer
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 19
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatly interested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to be regularly involved Even the Geeveston Records and Historical Society are rarely involved in the site to organize events or to manage the presentation layout for the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalk tickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from this activity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas Some observations include
The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy the place
The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural advice to plan for
contemporary commercial and community use
The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access and to
appreciate the surrounding offering of main street Geeveston
There is ample parking adjacent to the building that already services commercial and private road users
The building is within close proximity to Heritage Park that currently has a master plan under development
The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to other sites
of this type
Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great potential for
refitting for multipurpose use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 20
National and International Perspectives
Global Adaptive Reuse Project Case Studies
The following case studies have been gathered from across global markets and showcase some significant adaptive reuse projects Although these international examples are of an industrial scale they provide lsquofood for thoughtrsquo and inspiration
Battersea Power Station England
Images Battersea Power Station and Keith Evans
Easily one of the most recognised landmarks on the banks of the River Thames in London Battersea Power Station has been lying abandoned for decades Like the old power station just around the bend of the river ndash the Tate Modern ndash there have been calls to pull down the dilapidated structure for a number of reasons Some said that due to its size it would be too expensive to redevelop others claimed that the elements had given it such a bettering over the years that it had become relatively unsound Now after numerous failed attempts to revive the building and immediate area plans for one of the biggest redevelopments the south bank of London is yet to see are afoot and they certainly look impressive Proposed by Dublin-based Treasury Holdings the new design will see a mainly industrial area of London go green which is what the potentially lucrative Nine Elms area around Battersea has been crying out for The new pound55bn scheme includes plans for 3700 homes built alongside offices shops and restaurants on the 40-acre site The famous chimneys are to be restored to their former glory and the landmark building will house a conference centre among other things The new plans will also offer uninterrupted views of the Palace of Westminster on the opposite banks one of the stipulations of the new development and the reason Treasury Holdings earlier plans which included a huge lsquoeco-domersquo (pictured above) were rebuked
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 21
Sewage Silos Netherlands
Images Arons en Gelauff
Early in 2009 Amsterdam city planning ran a competition for an adaptive reuse project concerning a former sewage treatment plant in the Zeeburg district of the city The winning design was a proposal for a multifunctional cultural centre which would house exhibition spaces a media centre movie theatre and theatre hall crowned by a rooftop restaurant in one silo and an open rooftop playground in the other
The winning plan was inspired by Hollandrsquos most popular childrenrsquos book author the late Annie MG Schmidt hence the playfulness of the design Arons en Gelauff architects involved in the project said the main aim was to ldquobreathe new life into the silos transforming them into an inspiring and lively place which will help shape the character of the new Zeeburgereiland housing districtrdquo The Annie MG Schmidt House is marked for completion in 2011
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 22
Gasometer City Vienna
Images Andreas Poeschek and via Dornob
One of the most successful residential reuse projects is Gasometer City in Vienna Austria Four immense disused gasometers were successfully revamped in the late lsquo90s and have since become infamous in the world of adaptive reuse
Built in 1896 when Viennese authorities decided to invest in large-scale coal gas and electricity supplies the gas plant serviced the locale and beyond for a good 88 years until it was shut down permanently in 1984 after natural gas supplies took over Although life in the cylinders didnrsquot completely disappear raves were hosted from time to time popular because of the acoustics inside the drums and one housed a set for the movie James Bond The Living Daylights Then in 1995 the decision was made to revitalize the gas plant
With the proviso that the brick exterior of the gasometers was to be kept intact each gasometer was remodelled by a particular architect Jean Nouvel (Gasometer A) Coop Himmelblau (Gasometer B) Manfred Wehdorn (Gasometer C) and Wilhelm Holzbauer (Gasometer D) all four with specific zones for living working and entertainment The result produced a vast walled city within a city The unique redevelopment has since become a sought after place to live with a close-knit inner community and is looked upon as a very successful example of adaptive reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 23
Tate Modern London
Images Walk Talk Tours Jim Linwood Bleuchoi Andrew Dunkley and The First Word
Reaching high into Londonrsquos skyline is the Tate Modern a magnificent old oil-fired power station which now houses an international collection of contemporary art dating from 1900 onwards It has become the most visited tourist attraction in London surpassing even the National Gallery and the British Museum and the most visited modern art museum in the world
Designed by Sir Giles Gilbert Scott who incidentally also designed Battersea Power Station and one of Britainrsquos other iconic symbols ndash the red telephone box the original Bankside Power Station was built in two stages from 1947 to 1963 finally turning off the pumps in 1981 For a long time the building was under the beady eye of developers who were quick to mark it for demolition but after impassioned pleas by campaigners to save the building were heard a competition for redevelopment ensued and at the beginning of 1995 Swedish architects Herzog and de Meuron won the battle to build Londonrsquos next big thing
The gallery opened to much acclaim in 2000 and has attracted more than 30 million visitors since Its success is partly due to its situation on the banks of the Thames but also because of the use of space within the building The main Turbine Hall a huge space of 3400 square metres that once housed the main electricity generators was fortunately left in its original form providing a vast gallery for art installations that often require public interaction and appreciation of the space It is this space and its ability to be so successfully transformed time and time again that has changed peoplersquos perceptions of art which is no doubt so much more than the architects were hoping for in their redesign
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 24
Water Plant Berlin
Images via One Eight Nine
When two artist friends Michael Elmgreen and Ingar Dragset decided to set up a livework space they didnrsquot bargain on getting such a good deal For just US$700000 the DanishNorwegian pair purchased a disused water pumping station in suburb very close to Berlin City Centre The building had been left empty since the early 1990s with few interested buyers as it was located in the middle of a residential district ndash no longer right for industrial use and too awkward to be tackled by some developers ndash so Elmgreen and Dragset jumped at the chance to work their magic on the generous space
The artistic partners who have exhibited around the world enlisted the services of two young architects Nils Wenk and Jan Wiese to help transform the pump house into an artistrsquos workspace and home It was important they applied concepts from their art into the redesign and a love of spatial challenges saw them breaking down more walls than were built
ldquoWe deliberately made the borders between the work and living spaces fleetingrdquo Ingar Dragset told the New York Times ldquoThe combination of vast floor space and the small quirky nooks means you can be very hidden here or very exposed depending on your moods or needsrdquo
Even after getting happy with a sledgehammer the old water pumping station now accommodates two separate private areas for the artists a generous kitchen four bathrooms an attic living room and some of the most spectacular light-filled living and working spaces
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 25
Cafeacute Restaurant Amsterdam
Images Wili_hybrid and Cafe Restaurant Amsterdam
Housed in a former water-processing plant Cafe Restaurant Amsterdam is one of the cityrsquos chicest eateries Dating back to the late 1800s the building is left mostly intact with the main pumps proudly on display in the main part of the restaurant The large space is lit with huge floodlights in the evenings reclaimed from the former Ajax and Olympic football stadiums in the city The interior may look crude to some but to other it offers a unique dining experience and will always provide a talking point when therersquos a lull in the conversation
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 26
CasaComvert Milan
Images Giuliano Berarducci and studiometrico
A number of years ago clothing design company Comvert asked Milan-based interior architects Studiometrico to find a new HQ for their growing company that would fit a very particular brief Comvert ndash a company founded by four skater friends in 1994 design produce and distribute snowboards clothing and accessories for both skate and snow boarders under the brand name bastard ndash wanted their new space to house their flagship shopfront a design studio office warehouse and a useable skate bowl all within the one building And in spring 2005 Studiometrico came up trumps they had found an old 1950rsquos cinema big enough to fulfil all Comvertrsquos needs
Studiometrico retained as much character of the old building as possible in fact the foyer which is now the administration centre of the building looks relatively untouched while the dress circle has been converted to an amazing design studio and office space providing the perfect creative working area But it is the suspended skate bowl that makes the refit so successful Hanging six metres about the warehouse space the skate bowl affectionately known as bastard bowl fills what was once the void above the seating area in the cinema and is the main pride and joy of the Comvert partners who must have to pinch themselves when they go to work every morning ndash if only everyone was so lucky
Source httpwwwarchi-ninjacomexcellent-examples-of-adaptive-reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 27
Australian Town Hall Redevelopment Project Case Studies
The following examples of adaptive reuse of public town halls and civic buildings within Australia are of a smaller scale and are a much more direct comparison to the Geeveston Town Hall situation Although many of these are larger buildings and in larger population centers the historic use and new use opportunities are similar The desk research process has uncovered summary information and we have held an interview with the most relevant project (Murray Bridge Town Hall South Australia)
Ballarat Civic Hall Redevelopment ndash City of Ballarat Victoria
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 28
In 2012 SGS Economics amp Planning were commissioned by the City of Ballarat to explore options for reuse or redevelopment of the existing structure of the Civic Hall as a performing arts andor function venue and detail a shortlist of preferred options This could extend to options that involve partial demolition alterations or additions to the building
The full suite of uses of the Ballarat Civic Hall as a performing arts or function venue was scoped through discussion with the City of Ballarat and included
Performing Arts Uses Function Uses
TheatrePlayhouse
OperaticBallet Theatre
Multipurpose Performing Arts Venue
Secondary Education Performing Arts
Tertiary Education Performing Arts
Performing Arts Training Facility
Exhibition Venue
Conference Venue
Reception Centre
Nightclub
Live Music Venue
Dance Hall
Offsite School Function Facility
Cinema
Two other uses were identified for the site
University Student Accommodation
Visitor Information Centre (VIC)
Each potential use identified was analysed against demand and supply with reference to demographic and visitors data If there appeared to be insufficient demand to support an activity even as part of a shared facility at the Civic Hall it was eliminated from the process
The following uses of the Civic Hall appeared to be supported by demand and were largely compliant with Council policies for the use of publically owned and administered spaces
A multipurpose venue that accommodates medium to large exhibitions (ideally 1000 ndash 2000 square metres) and performing arts classes training and
performing arts company administration offices (This could theoretically be achieved with the use of moveable partition doors to create divisible spaces for
exhibitions and performing arts spaces)
A mid-size (greater than 300 and less than 3000 patrons) indoor live music venue
A range of financial modelling and social impact assessment was undertaken on the two preferred options
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 29
Societal cost benefit analysis demonstrated that the multipurpose venue option would not provide sufficient community benefits to outweigh the cost of redeveloping and operating the Civic Hall Financial analysis showed that income from the various uses of the site as a multipurpose venue would be insufficient to offset the publically incurred cost of operating the facility for this purpose
Societal cost benefit analysis demonstrated that the live music venue option provided significant user benefits to live music event attendees and increased the offering of live music performances (across a variety of genre) in Ballarat However a live music venue would result in a weak positive cash flow during the operating phase with a failure to pay back the initial investment
Source httpwwwballaratvicgovaumedia1867737ballarat_civic_hall_reuse_redevelopment_final_reportpdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 30
Bay Discovery Centre amp Glenelg Town Hall Service Review ndash City of Holdfast Bay South Australia
In February 2008 Hudson Howells was engaged by the City of Holdfast Bay to undertake a review of the Bay Discovery Centre (BDC) as a community and visitor service and evaluate the current and future commercial tenancy options for the Glenelg Town Hall (GTH) building as a whole with the goal of making the BDC and the GTH building generally more financially viable for Council
It is noted that the City of Holdfast Bayrsquos Economic Development Strategy has three key objectives
Tourism
Shopping amp activity precincts and
Business development and employment generation
The question is whether the GTH is the right location for the BDC and whether the GTH could be put to an alternative use that would generate a better community benefit
A stakeholder workshop identified the high priority space usage and tenancy options for the BDC and GTH generally as
Tourist visitor information centre
Combined library Internet history centre Council customer service centre with cafeacute coffee shop
Museum of South Australia
Gift shop ndash merchandising souvenirs
Glenelg Town Hall
The GTH is in an outstanding location but the design of the building its faccedilade and its heritage listing conspire to severely limit its commercial appeal
Council has the BDC as a tenant but it is questionable whether this is the optimum location for a museum interpretive centre
The building lacks lsquostreet presencersquo and this is likely to be an ongoing problem given its state heritage listing
This attribute makes the building unattractive to potential retail and hospitality tenants but might not be such a problem for the professional business services
sector This makes attracting additional tenants problematic
The faccedilade of the GTH is dull and uninviting and the Moseley Square entry foyer is not overly welcoming
Parts of the GTH are in disrepair and a large amount of space is under-utilised
Given its location a significantly refurbished GTH site could generate the following income
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 31
Retail space $700 - $800 per square metre per annum
Restaurant space $300 - $500 per square metre per annum
Office space (new) $300 per square metre per annum
o In its current state the GTH might generate in the order of $100 per square metre per annum as office space
Other possible options identified for the Glenelg Town Hall include
Boutique hotel
Grannypackers lodge
Function conference centre with or without a hospitality training school
If the GTH was converted into a hotel lodge or function centre what would become of the BDC
Bay Discovery Centre
The BDC has recorded significant visitor growth over recent years
The BDC plays a major role in entertaining informing and educating not just the Holdfast Bay community but also national and international visitors
The BDC has relatedly high running costs
The BDC has little visual street presence ndash potential visitors typically need to be lsquoalertedrsquo to discover it
The BDC has little in the way of neighbouring establishments that are likely to draw foot traffic
The display space lacks flexibility and is constrained by limited floor space
The gallery space is on the mezzanine floor
The BDC is located away from other Council services notably the history centre the libraries and the customer service centre
There was strong support at the stakeholder workshop for a lsquoone stop shoprsquo that would include a customer service centre history centre library internet cafeacute community centre museum and visitor information centre In addition a volunteer training centre could be considered for inclusion
Conclusions
There are opportunities for the BDC and GTH to become revenue neutral
There is a broader strategic issue which needs to be addressed by Council and that is one of potentially consolidating a range of Council services into a lsquoone stop
shoprsquo
The GTH is currently under-utilised but has the potential to be adapted to more suitable economically viable uses such as a boutique hotel grannypackers
lodge or function conference centre with or without a hospitality training school
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 32
The Visitor Information Centre incorporating a gift shop currently operated by the Dolphin Cage could form part of the BDC and contribute in the order of
$90000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to introduce an entry fee which could contribute in excess of $100000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to increase revenue from school groups and bus tours to offset the BDCrsquos operating costs
Stage 2 of this project will comprise a Key Issues Paper and Recommendations specifically addressing issues critical to the BDC and the GTH becoming revenue
neutral Council operations
Source httpswwwholdfastsagovauwebdataresourcesminutesAgendas294_-_Attachment_3a_-_240608pdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 33
Gawler Connect ndash Town of Gawler South Australia
Gawler Connect is an exciting new proposed infrastructure project aiming to rejuvenate Gawlerrsquos Town Hall Institute and Main Street into an Arts Cultural and Community Hub The population of Gawler is predicted to double to 40000 in 10-15 years and there will be an increasing demand on civic and community services
The proposed project will create a lsquoSmartrsquo Library Youth Lounge amp Multimedia Performance Space Cultural Heritage Gallery and Heritage Research Centre Community Arts Space a new National Broadband Network Co Office and Business Incubator Center as well as a street front Tourism and Visitor Centre and Cafeacute with multipurpose spaces available for community use
Gawler Connect will create a vibrant regional Cultural Hub ndash bringing people together in a safe and freely accessible space that inspires all generations through the provision of a range of state-of-the-art spaces and services with an arts and cultural focus The inclusion of a new Tourism and Visitor Centre and Cafeacute co-located with an interpretive heritage gallery fronting the main street will create a vibrant focus and have a flow on effect in attracting visitors and new investment into cultural tourism and the region
Key features
A lsquoSmartrsquo interactive Library with state-of-the-art IT facilities
A National Broadband Digital Services Centre
Digital Media Arts amp Cultural Performance Spaces
Cultural Heritage Exhibition Gallery
A Multi-media Youth Lounge
Heritage Research Centre
Business Incubator Program
Tourism amp Visitor Centre
Cafeacute
Council Customer Service Desk
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 34
Benefits to the community amp region
A major infrastructure project creating local job opportunities
Restoration conservation and adaptive re-use of two State heritage-listed buildings
Significant art heritage and cultural collections on display
Provide space and support for local and regional performing artists
Revitalisation of Gawler Main Street precinct
The project timeline is proposed from October 2013 to December 2016
Council-managed cash contributions for the overall project of about $25 million are proposed (this is in addition to the other allowable Council matching contributions) Council is proposing to raise about 60 of the additional $25 million from a range of potential partners including regional corporate businesses businesses involved in major developments in the region tertiary institutions the State Government and a Community Fund
Source httpwwwgawlersagovaupageaspxu=737
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 35
Murray Bridge Town Hall Cultural Precinct Study ndash The Rural City of Murray Bridge South Australia
Images from Grieve Gillet httpwwwgrievegillettcomaumurray-bridge-town-hallc1n3l
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 36
In 2008 Grieve Gillett was engaged by The Rural City of Murray Bridge to provide a Feasibility Study for the re-development of the Town Hall ndash a significant community asset The Council wishes to develop the Town Hall into a multi-purpose complex of excellence catering to the arearsquos diverse range of community groups residents and visitors
The study looked at options for transforming the building into a multi-purpose lsquoCultural and Performing Arts Centrersquo along with associated works to redevelop the street area on Sixth Street
To complete the Feasibility Study Grieve Gillett carried out the following
Preparation of floor plans of the existing building
Review of the current capacity of the building structure in line with Councilrsquos reports from consultantrsquos relating to the condition assessment defect audits and
structural assessments
Assess and identify user needs and any potential user gaps of the Town Hall facility
Determination of desired usage and development scenarios
Preparation of concept designs that will cater for proposed future uses
Preparation of the estimate of costs of proposed alterations to the building
Options to re-develop Sixth Street between Bridge Street and Fifth Street into a pedestrian-friendly precinct in conjunction with the Town Hall Re-
development Specifically Council requested an exploration of
o Mall with no vehicular movement
o One way road and widened footpaths
o Shared Zone
Presentations of proposals to Council and the Town Hall Project Management Group
Option 1
This option reclaims part of Sixth Street and extends the building to the full extent of the existing pavement line Sixth Street itself becomes one way with traffic travelling in a westerly direction The building opens out onto a plaza area providing additional foyer space suitable for alfresco dining A wide footpath runs alongside following the slope of the land whilst a new ramp is provided at the west end of the building to provide access for people with disabilities at that end
A small through-lift is provided in the north-east corner of the building adjacent to the north-east entry to allow disabled access to the first floor This allows the first floor area to be potentially leased out providing the Council with rental income
A small commercial kitchen is also located in the north-east corner
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 37
In the Hall itself the performance space has been relocated in front of the proscenium arch The stage itself has been removed and the space reutilised as storage areas and an access change room Retractable tiered seating is installed in the space within a partition wall that also forms the theatre lobby
On either side there are stairs to the gallery floor level providing additional seating and the control room
The roof over the new foyer in Option 1 has a 29deg pitch with the roof meeting the existing south stone wall above the existing first floor window line (refer to drawing 07027-SK-05 Long skylights are provided at regular intervals to allow an abundance of natural light
Option 2
Option 2 follows the same plan arrangement as Option 1 but the proposed foyer area is enclosed in a 2-storey high glazed Foyer with solid corners (refer to drawing 07027-SK-06) Our Cost consultant has advised that Option 2 will cost in the order of $560000 more than Option 1
Major Considerations for the Study
Carparking ndash Aim of increasing the general pedestrian amenity of the precinct without reducing the number of car parking spaces that currently exist
Traffic ndash Consideration of a mall with no vehicular movement a one way road with widened footpaths and a shared zone
Pedestrian Mall ndash The advantages of creating a pedestrian Mall would be far outweighed by the disadvantages of loss of car spaces loss of through access and management of delivery and emergency vehicles
Shared Zone ndash A shared zone results in a compromised pedestrian zone and a compromised vehicular solution A one-way solution will improve pedestrian amenity while maintaining good vehicular access and retain on-street parking
Cost Estimate
Total cost including associated fees (ex GST) = $5929000
Potential Income
The upgraded The Town Hall will have a range of facilities that will be capable of generating income
First Floor Offices - 195 square metres of office space for lease on the upper level This will be accessible direct from Bridge Street with its own street address
Current commercial rentals in Murray Bridge suggest that a gross annual rent in the order of $3500000 could be expected
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 38
Other income generation opportunities include
Cafeacute
Kitchen (either linked to the cafeacute or as a separate entity for catering opportunities)
Auditorium and Foyers (community functions weddings conferences corporate training
Source httpwwwmurraybridgesagovauwebdataresourcesfilesgrieve_gillet_reportpdf
Notes from Interview with Murray Bridge Town Hall Project
Summit Strategy conducted a phone interview with Faith Box Team Leader Community Development at the Rural City of Murray Bridge in South Australia to gain further information and insights into the redevelopment of the Murray Bridge Town Hall
The project commenced in 2003 and six years of Council planning took place before the Town Hall redevelopment commenced
Some local art groups took residence in the largely unused Town Hall building and developed a small art gallery ndash the visual art concept for the building grew
from this
A project management team was established and made up of elected members Council staff community stakeholders project architect and local builder
Membership changed over time as the project progressed
It was noted that the architect needed to have extensive theatre design experience
It was never intended for the building to be self-sustaining Council was aware that it would need to subsidise the operation of the building
Murray Bridge has a population of around 29000
Primary Uses The redevelopment was staged as follows
1st Stage
Murray Bridge Regional Art Gallery Premium art space which became a visual arts hub First stage showed the community the potential the building could have
2nd Stage
$750000 renovation ($500000 from Country Arts) Sculpture Court Shared space
3rd Stage
$4M redevelopment of rest of building
Auditorium ndash state of the art AV lighting seating etc
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 39
Workshop spaces for visual arts
Storage spaces
Green rooms meeting rooms conference spaces
Office space ndash for some Council staff
Foyers
Kitchen
Dressing rooms
Amenities
Options for Sixth St
Options for Sixth Street are currently under community consultation
Sixth Street is in the centre of town
Strong willed business stakeholders are worried about losing parking outside their businesses
Council plan to continually upgrade the street to become a shared space but as a gradual process
Governance amp Income
Managed by Council ndash wages maintenance etc
Some formal arrangements ie one community group gets free use of spaces in return for running gallery shop
Some bookings are charged to user exhibitor but most exhibitions are sourced and paid by Council
No charge to consumers for gallery viewing
The cost to Council per annum is significant
Building could never be completely self-sustaining ndash performing arts could be but visual arts cannot
Challenges
Heritage listed building in centre of town
Ingrained in community ndash didnrsquot want to see building knocked down
Strong willed stakeholders ndash including business owners in Sixth Street
Potential loss of parking in Sixth St
Not self-sustaining
Long planning process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 40
Stage One Stakeholder Engagement
Stakeholder Meetings
Andrew Towns from Summit Strategy has had conversations with a range of community and industry stakeholders in relation to this project These include
Huon Valley Council Councillors
Huon Valley Council Officers
Foresty Tasmania
Tahune Airwalk
GeCo
Geeveston Archives and History Society
Hastings Caves amp Thermal Springs
Destination Southern Tasmania
Makers on Church Street
Southern Furniture Design Centre
Harcourts Real Estate Huonville
Bendigo Bank
Masaaki Koyama
Cassey Faux
Amy Robertson
Leanne McKinnon
Henrietta Manning
Stakeholder Workshop
A stakeholder workshop was held on Wednesday 13th May 2015 at the Geeveston Town Hall The purpose of the workshop was to meet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building including
The importance of the Town Hall to the community living in Geeveston and the visitors to the area
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 41
The role of the building in the mix of retail and tourism service offerings within the township and
Opportunities for development of the building
The workshop provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building This input has been utilised in developing the ldquoVision and Objectivesrdquo section below and the potential future uses for the building
Objectives Identified by Community Stakeholders
From stakeholder discussions to date a number of key issues have been identified that are the drivers of value and sustainability for the Geeveston community
It is important to recognize that there are many community and business groups who will be affected by the performance of the Town Hall and it is thought that the building and its future use will have a direct impact on many facets of the life of people in and surrounding the township and the Huon Valley Region
The objectives recommended below have been distilled from various community input and detailed discussion with Huon Valley Council The stakeholder workshop held on the 13th May 2015 elicited the following overarching objectives and goals that the building should aspire to
The question was asked ldquoWhat are some valid objectives for the site or put another way what should our Town Hall be a part of achieving for the placerdquo
Objective Goal Classification
1 Be owned and run by the community ndash direct involvement Eg Community Board of Management
Governance
2 Be a driver for visitation to Geeveston ndash including overnight visitation To encourage a longer length of stay
Economy ndash Tourism
3 Boost the local economy Economy
4 Be an attraction in its own right separate to the Tahune Airwalk Economy - Tourism
5 To strive to be world class Community
6 Reflect the heritage of the area Have links to current amp future development initiatives for the area ie bike track Heritage Park existing retail
Economy ndash Tourism Community
7 Integration of offerings within the area ndash be a connector Community Economy
8 Be respect the culture history and heritage of the area Historical society to be linked to centre but not placed in the centre
Economy - Tourism
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 42
Tell our stories from past current and future Communicate where wersquore going
9 Attract creative industries to the area Economy Community
10 Contribute to the economic and community wellbeing of the local area and region ndash direct benefits Economy
11 Ongoing financial sustainability Operational Sustainability
12 Maximizing the availability of community capital for cost effective resourcing ndash volunteers sponsorship Operational Community
13 Bringing the community together ndash to develop a sense of community pride and ownership Community
14 Inspire and educate our children Community
15 To connect our community and town to the region and to the world Utilise technology to achieve this Internet access for visitors
Economy ndash Tourism
16 Exploit market opportunities that create new offerings and investment Economy
17 Encourage confidence for investment To achieve relevance distinctiveness motivating ndash is our identity right
Economy
18 To be vibrant dynamic and contemporary ndash not a museum Re-think museum
Community
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 43
Potential Uses Identified by Community Stakeholders
The stakeholder workshop identified the potential future use ideas
Gallery space for world-class exhibitions
Flexible events space and linkage to existing events
Agritourism experiences
Food amp beverage offerings o Seafood aquaculture o Fruit ndash apples cherries o Ciders amp wines o Local food hub ndash provedore o Linkage to farmers market
Art amp craft offerings
Timber history heritage and current offerings
Contemporary interpretation of history amp heritage
Access point for National Parks World Heritage Areas
Linkages to waterways
Tourism o Visitor precinct hub o Visitor information centre o Tourism operators o Linkage to Tahune Airwalk amp Hastings Caves
Accommodation
Small business
Restaurant cafeacute
Meeting conference training amp event space
Linkage with external experiences o Heritage Park o Bike track o Geeveston main street ndash pedestrian mall
Township streetscape theme o Heritage of area o Interpretation o Experiences
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 44
Geeveston Town Hall SWOT Analysis
Strengths
Ideal location in centre of township and on the main street
Ample parking adjacent to the building
Close proximity to Heritage Park
Significant and flexible floor space
The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
Highly interested and committed local resident and business community
There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
Existing banking tenant is stable and critical to the function of the town
The building has a long history of supporting tourism history culture and heritage
The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
The building is structurally stable maintainable and low cost in its current form
Weaknesses
In its current format the building does not encourage visitors to stay and enjoy the place
The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main street
Geeveston
The floor space is currently grossly underutilized
The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and businesses in the
area
The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
A very low level of local community engagement and use even though there is a high desire to do so
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 45
Opportunities
Refocus the buildings purpose on engaging visitors and representing its region
Integration of industries through a multi-purpose occupancy model
To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
To position Geeveston via the Town Hall as the gateway to the southwest
To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
To encourage connections to other surrounding townships and attractions
To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through communication of
clear intent and design
To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community groups
volunteer groups)
Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
To encourage investment and employment through the attraction of new business players and industry spending
Threats
Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
Availability of capital funding to redesign the buildingrsquos purpose
Inaction will cause a rapid and continual degradation of the tourism economy for the region
A lack of confidence in the region will constrain further tourism industry growth
The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more important
economically
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 46
Situational Summary
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate community and economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competing priorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses that have far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the site into the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industries within the region to maximize tourism experiences and promote the Huon Valley brand
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the township itself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or a lack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players but it will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse The section following focuses on that task and sets down the development concepts that we believe can be successful with a focus on both the short term requirements and the longer term vision for the township
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 47
Vision amp Objectives
Recommended Vision amp Intent for Geeveston Town Hall
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a community asset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history its natural competitive strengths and inspires a future of collaboration and industry diversity
Recommended Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community To tell our stories amp respect our history
To connect people with each other
To respect the culture history amp heritage of the area
To contribute to community wellbeing of the local area and region
Economy amp Industry To connect our town to the region and the world
To encourage new industries
To encourage employment amp confidence for investment
To offer our visitors great experiences
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
Operational To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
Governance To achieve continuous and stable governance
To achieve ongoing financial sustainability
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 48
Development Strategy Options
In defining an acceptable strategy for development of the Town Hall and also one that has financial feasibility it is important to consider the medium to longer term demand that will be placed on the performance of the building from different sectors of the Geeveston and Huon Valley regional economy
With the downturn in the forestry sector and the unlikely rapid rejuvenation of the sector this cannot be a priority industry to service The forestry industry is a strong theme from the past however and there is significant heritage value in telling that story about the region and one that will be of interest to visitors if told in a compelling and engaging way
The recognised natural advantages that the region holds in wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the more southern region to it is well noted as a ldquoday triprdquo destination from Hobart or Huonville
It is critical that the Geeveston area offers accommodation hospitality social space and additional retail opportunities to visitors into the future The key question is ldquoWhat will be the driver of change to encourage investmentrdquo There must be a catalyst or even a series of them that are integrated that offer private enterprise the confidence to establish operations in the area
Can the Geeveston Town Hall be one of these catalysts to change of the local economy Our argument is that is can be but only for certain purposes of use
It can be a driver of change and development for the following
1 Tourism promotion and visitor information services
2 Vibrant and engaging creative industries (including story-telling and museum)
3 Social and community events of significance
4 Integration and collaboration of industries
Uses that are not appropriate in our view are as follows
Use Reasoning
Manufacturing Significant goods in goods out operations may be highly counterproductive for tourism operations and the linkage to car parking services Additionally materials manufacturing is likely to produce waste that is unsuitable for other uses
Office space (excepting primary purpose office requirements)
Office space is in low demand and is low value and is likely to restrict the volume of use for other purposes that are more important
Accommodation The site will never support the special requirements necessary to develop substantial
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 49
accommodation facilities and is not able to be adjusted easily into the future leaving the site wholly focused on one primary activity
Wholly government funded operations (ie library radio station health offices)
Due to the volatility of government occupancies and the cyclical nature of centralisation and decentralisation government agencies are often a disruptive tenancy for this specific building type Additionally the building is best focused on encouraging private commercial and community enterprise economic development
This feasibility whilst recognising the potentials must also account for the gaps in supply and economic activity
Proposed Scope of Use
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
Economic growth for Geeveston
Visitor Information
Centre
Museum interpretation
centre
Integrated tourism
operations
Seafood experience
centre
Hospitality
(retail)
Community Events
Arts amp culture
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 50
Primary Options for Development and Use
The following table outlines a variety of purposes that we believe are valid for the Geeveston Town Hall however the special characteristics and use detail needs to be further developed in conjunction with the project architect Preston Lane
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
History amp Heritage Museum interpretation center operator
Historical displays and artefacts managed by the community and Geeveston Archives and Historical Society
Moderate at 20 of the site
Funded via visitor donation subsidised by Council (granted use of public assets or donations)
Low impact
Hospitality (Retail) Cafe
Restaurant
Commercial kitchen
Cafeacute and or restaurant with commercial kitchen for community use
Significant at around 20 of the site
Commercial rates for rented area
Potentially significant dependent on design However mechanical engineering likely to be the greatest cost Commercial kitchen is the largest impact
Community Events Flexible space Flexible space available for rental for use by community groups local artisans and commercial operators
Moderate at around 25 of the site
Sessional rates subject to operator approval
Due to the need to be flexible this space is likely to be low cost but will need to be highly durable due to traffic demands
Gallery and exhibition space
Flexible gallery and exhibition space for interactive displays presentations and curated exhibitions
Commercial rates for rented area
Should have a moderate impact if appropriately designed and fitted
Tourism Visitor Information Base for a satellite visitor Minimal at around 10 Commercial rates for Low impact and low
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 51
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
Centre information centre that focuses on Southwest accommodation experiences and attractions Offering retail local goods
of the site rented area cost
Integrated tourism operations
Collaboration of Southwest tourism experiences involving tour operators and guides adventure tourism and agritourism suppliers
Medium at around 10 of the site
Commercial rates for rented area
Likely to be delayed partly funded by building owner and finished by tenant
Seafood experience centre
Showcase of Tasmanian Salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Potential linkage with hospitality operator
Medium at around 10 of the site
Commercial rates for rented area
Potentially a significant cost due to the uniqueness of the experience and subject matter Potentially a long term attraction
Public amenities Public amenities with access from inside the building
Must include a lift to accommodation the elderly disabled and heavy goods
Minor at less than 5 of the site
Non-lettable area Moderate cost but requires significant works due to its current location and state
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 52
Stages of Development
The redevelopment of the Geeveston Town Hall can be broken into three key stages
Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
Stage Two ndash repurpose for the community and visitors
Stage Three ndash encourage service industry growth amp strategic linkages
Stage One ndash Reset the Base ndash prior to Summer 2015
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
To reinstate a Visitor Information Centre on site that also sells local handmade goods either as stock items or on consignment with strong linkages to the designers retailers
The TTIC must have the ability to represent the region in a compelling way there must be clear interpretation of the region
(lower floor)
Significant generator of visitation to Geeveston encouraging increased length of stay and spend
Prior to 201516 peak tourism season ie Spring 2015
Local handmade arts and crafts
Local markets and events
Community engagement
To include a flexible space that can satisfy community events for local and tourism purposes
(lower floor)
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage
Cultural and heritage To reset the museum component to the upper floor only and include a gallery space that could house exhibitions from local and Tasmanian artists
(upper floor)
Moderate refit impact however full implementation would result in a high impact
Staged development is warranted
Stage one would commence immediately ie prior to summer 2015
Full implementation by end 2016
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 53
Stage Two ndash Repurpose for Community and Increase Capacity ndash through to Dec 2016
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Rentable exhibition space for art and craft designers with potentially significant curated exhibitions into the future
Modest to low given the need to meet minimum standards and be a flexible exhibition space Security and environmental quality issues will be primary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural and heritage presentation of the region
ldquoRe-think museumrdquo
Significant on both space utilisation and required quality of fit out
Maximising artifacts and interpretation value
Long term design
Timing unknown at this stage
Community engagement Development of community enterprise taking a proactive hand in utilising the sitersquos flexible area encouraging creativity and connection
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage and how quickly the community enterprises can develop use activities
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercial kitchen that can also run community events
(lower floor)
Significant due to hospitality kitchen requirements and goods storage and inout facilities
Commencement as soon as practicable however operator identification will force a delay ndash Winter 2016 is the ideal development timing
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 54
Stage 3 ndash Encourage Service Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
Creating a tourism hub Potentially some integration of tourist services onsite Yet to be defined in greater detail
Post 2016 summer period
Creating connections with Heritage Park and its development
Some examples include bicycle hire storage of key rentable equipment music festival outdoor arts displays etc
Emerging linkages that are yet to have clarity
Unknown
Creating connection with surrounding townships
ie via bike track maps and presentations
Accommodation and stop over locations Services offered at regional locations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be the marshaling point for all visitors entering for experiences such as boating kayaking biking bush walking and wilderness visits This may require a range of facilities to accommodate
Unknown
Linkages to local industries Creating connections with the aquaculture industry
ie salmon experiences Massakirsquos Sushi alliance
Related to food tourism and food offerings Could be significant if a seafood experience centre is the concept eg aquarium and other features
Unknown
HUON VALLEY COUNCIL
Geeveston Town Hall
FINAL FOR
HUON VALLEY COUNCIL
Geeveston Town Hall ndash The Future
Business Plan
Prepared by
FINAL FOR HUON VALLEY COUNCIL MEETING
20TH August 2015
The Future
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 2
Contents
Executive Summary 4
Geeveston Town Hall Situation 6
The Township of Geeveston 6
Geeveston Town Hall Context 7
Current Use and Use Issues 7
Assessment of the Town Hall Building 8
Geeveston Town Hall SWOT Analysis 9
Situational Summary amp Opportunities 11
Geeveston Town Hall ndash the future 12
Community Engagement ndash Stage One 12
Vision 12
Objectives 12
Scope of Use 13
Primary Options for Development amp Use 14
Design Concept 14
Community Engagement ndash Stage Two 15
QVMAG Comparison and Insights 22
Business Strategy 23
Core Business 23
Differentiation 23
Value Proposition 24
Product amp Experience Offering 25
Economic Impact 27
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 3
Implementation Planning 29
Staged Implementation Overview 29
Detailed Implementation Plan 33
The Business amp Financial Model 37
Business Model 37
Financial Model 38
Governance Model 41
SWOT Analysis 43
Risk Analysis 45
Appendix A 48
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 4
Executive Summary
This business plan has been generated within the context of planning for the future of the Geeveston Town Hall (GTH) within the Geeveston Town Hall ndashthe future project Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council (HVC)as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building and maximisebenefit to the community into future
This project has considered the issues surrounding the economy of the area the previous uses of the building community engagement ideas and feedbackand examples from other parts of Australia and the world in circumstances where a historical public asset requires a new future
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre (VIC)
2 Museum
3 Commercial Gallery
4 Events
5 Hospitality services (cafeacute restaurant)
Architectural concepts have been developed demonstrating how the building could be renovated improving its utility for these purposes and alsoimproving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park and thetownship car park
These concepts have been offered for public consultation and the response from the public has in the main been positive Many residents and interestedstakeholders have rated the concepts highly when comparing them to the vision for the GTH There are issues to be dealt with and such items as publictoilets introducing competitive hospitality services within the town and capturing value from the regionrsquos tourism market have all been raised by thepublic These concerns are addressed in this plan and will be further addressed in future planning efforts in conjunction with HVC and key stakeholdergroups
It is proposed that the GTH be operated in future by an independent new company limited by guarantee (GTH Co) run by a community Board balancedwith representatives from the key stakeholder groups This organisation would contract with HVC for the head lease of the building and would operate thesite as agreed within that document The GTH Co would focus on the various offerings within the business plan and operate a not-for-profit business togenerate economic benefits for the town and the broader region
The redevelopment of the Geeveston Town Hall will take a staged approach and can be broken into three key development stages
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 5
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
Stage one involves the establishment of an operating entity for the GTH building the reinstatement of a Visitor Information Centre on site the redesign ofthe museum to the upper floor and the development of flexible space that can satisfy community events for local and tourism purposes and includes agallery space for community exhibitions
It is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in time for the peaktourism season
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
A critical success factor in the implementation of stages two and any other future development is the achievement of funding to execute the buildingcapital works This would involve grant funding and co-contribution funding
The financial operational forecasts demonstrate that with prudent management the building can be operated at a profit and can contribute rent to thebuilding owner The visitor centre is a significant operational unit which captures value from the available tourism market and positions the town as a keygateway to the far south The building operator will employ staff and contribute generally to the economy of the township as it will require products andservices to operate many of which will come from the local suppliers
There will be a requirement to fund the establishment of the new operating company and also the visitor centre This will need to be in the form of smallassets and also some operational cash flow to enable the commencement of operations HVC must be a leader in the establishment of these newoperations and should consider how they may be funded
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 6
Geeveston Town Hall Situation
The Township of Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk
Total visitor numbers to the Tahune Airwalk have remained steady at around 70000 tickets sold per year for the past 3 years of which around 30 are soldthrough the Geeveston Forestry and Heritage Centre
There are estimates ranging from 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek information aboutsurrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unableto purchase or book anything other than tickets to the Tahune Airwalk and tourism art and craft merchandise The closest VIC is located at Huonville
Furthermore there is an undersupply of accommodation options for all segments of the market The number of visitor nights captured in Geeveston hassignificantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston isrelatively unchanged and there is opportunity to capture a larger share of visitor nights
There is also a gap in the supply of hospitality services for visitors There are currently three hospitality providers in Geeveston and it is noted that there isan inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there isopportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of wilderness waterways and environmentally basedtourism experiences However there appears to be a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
There is a lack of dynamism and contemporary presentation for the history and heritage of the region Capital expenditure on the streetscape and the mainstreet buildings has been very minor with little change over many years The format of the current Geeveston Forestry and Heritage Centre displays is notcontemporary and is not managed to actively encourage re-visitation
Visitors to Geeveston are not inspired to stay and spend time as the current township facilities and amenities lack appeal and do not encourage a feeling ofcomfort and enjoyment
Geeveston has significant issues in relation to the township roadways and how they encourage visitors to enter the main street Signage traffic flow andtownship appeal are all important factors for the future in making Geeveston a more successful township and visitor experience
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 7
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity ofattractions and support services Geeveston and the ldquoFar Southrdquo are well noted as day trip destinations from Hobart or Huonville Geeveston needs toreposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Geeveston Town Hall Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated asa visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community businessmodel
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has astrong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelingsof well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wishto activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see asvaluable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
The Geeveston Town Hall is a public asset owned and maintained by the Huon Valley Council The Council will continue to act as a facilitator of communityand economic development and management of the asset for strategic value into the future But they do not wish to deficit fund the operations of thebuilding into the future Any future operations need to provide long term sustainability
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania does not intend tocontinue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This businessincludes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestryoperations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays andsimilar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver ofvisitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 8
visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction withvisitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the areaGeeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead theForestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centrehave shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for thetownship and all tourism and visitor activities the region has to offer
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatlyinterested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to beregularly involved Even the Geeveston Records and History Society are rarely involved in the site to organise events or to manage the presentation layoutfor the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalktickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from thisactivity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas
Some observations include
bull The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy
the place
bull The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural
advice to plan for contemporary commercial and community use
bull The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access
and to appreciate the surrounding offering of main street Geeveston
bull There is ample parking adjacent to the building that already services commercial and private road users
bull The building is within close proximity to Heritage Park that currently has a master plan under development
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 9
bull The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
bull The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to
other sites of this type
o Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
bull The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
bull The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great
potential for refitting for multipurpose use
Geeveston Town Hall SWOT Analysis
Strengths
bull Ideal location in centre of township and on the main street
bull Ample parking adjacent to the building
bull Close proximity to Heritage Park
bull Significant and flexible floor space
bull The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
bull Highly interested and committed local resident and business community
bull There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
bull Existing banking tenant is stable and critical to the function of the town
bull The building has a long history of supporting tourism history culture and heritage
bull The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
bull The building is structurally stable maintainable and low cost in its current form
Weaknesses
bull In its current format the building does not encourage visitors to stay and enjoy the place
bull The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
bull The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main
street Geeveston
bull The floor space is currently grossly underutilized
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 10
bull The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
bull The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and
businesses in the area
bull The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
bull A very low level of local community engagement and use even though there is a high desire to do so
Opportunities
bull Refocus the buildings purpose on engaging visitors and representing its region
bull Integration of industries through a multi-purpose occupancy model
bull To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
bull A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
bull To position Geeveston via the Town Hall as the gateway to the southwest
bull To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
bull To encourage connections to other surrounding townships and attractions
bull To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through
communication of clear intent and design
bull To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community
groups volunteer groups)
bull Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
bull To encourage investment and employment through the attraction of new business players and industry spending
Threats
bull Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
bull Availability of capital funding to redesign the buildingrsquos purpose
bull Inaction will cause a rapid and continual degradation of the tourism economy for the region
bull A lack of confidence in the region will constrain further tourism industry growth
bull The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
bull If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more
important economically
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 11
Situational Summary amp Opportunities
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate communityand economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competingpriorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses thathave far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the siteinto the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industrieswithin the region to maximize tourism experiences and promote the Huon Valley brand Tasmania has an ever-increasing reputation for quality and uniquefood It also has an increasing number of agritourism businesses offering visitors food and beverage and interpretive experiences The Geeveston TownHall is in the ideal region to link in with this significant trend
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the townshipitself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or alack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players butit will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 12
Geeveston Town Hall ndash the future
Community Engagement ndash Stage One
Community consultation has been undertaken during this process in accordance with the Councilrsquos Community Engagement Framework Initially stage onecommunity engagement was undertaken with key stakeholders at a workshop held on Wednesday 13th May 2015 The purpose of the workshop was tomeet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building Follow up discussions were also undertakenwith a range of community and industry stakeholders in relation to this project
The community engagement undertaken as part of stage one provided Summit Strategy with a list of community driven overarching objectives and goalsthat the building should aspire to as well as a range of ideas for the future use of the building This formed the basis for assessment for the feasibility studyand the input has been utilised in developing the following vision objectives and scope of use for the building
Vision
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a communityasset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history and its natural competitivestrengths and inspires a future of collaboration and industry diversity
Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community bull To tell our stories
bull To connect people with each other
bull To respect the culture history amp heritage of the area
bull To contribute to community wellbeing of the local area and region
Economy amp Industry bull To connect our town to the region and the world
bull To encourage new industries
bull To encourage employment amp confidence for investment
bull To offer our visitors great experiences
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
bull To be a driver for visitation to Geeveston a
Operational bull To be active engaging vibrant dynamic and contemporary
bull To be an attraction in its own right
bull To maximize the availability of community capital for cost effective resourcing
Governance bull To achieve continuous and stable governance
bull To achieve ongoing financial sustainability
Scope of Use
In order to achieve the communityrsquos vision and objectivesof tourism with services to promote the region making provision for high quality food and beverageand cultural experiences
Economicgrowth forGeeveston
VisitorInformation
Centre
Hospitality
(retail)
CommunityEvents
Arts amp Culture
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
To achieve continuous and stable governance
To achieve ongoing financial sustainability
vision and objectives for the Geeveston Town Hall it is proposed that the building be setof tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts
Economicgrowth forGeeveston
Museum interpretation
centre
Integratedtourism
operations
Seafoodexperience
centre
Page | 13
nd connect visitors to surrounding offerings
be set up for the primary purposeswhilst supporting a rich mix of community events arts
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 14
Primary Options for Development amp Use
The following primary use options are valid and sustainable for the Geeveston Town Hall into the future The staging of this development is outlined infurther detail under the Implementation Planning section below
The preferred opportunities for initial development are as follows
bull A Visitor Information Centre that provides clear interpretation of the region focuses on selling and promoting Southwest accommodation
experiences and attractions acts as a gateway to the lsquoFar Southrsquo maximises the regions tourism economy and also sells local unique goods with
strong linkages to the creative industries of the region
bull A high quality flexible Gallery Exhibition Space to house exhibitions from local and Tasmanian artists and craft designers with potentially
significant curated exhibitions into the future
bull A fully modernised Museum for cultural and heritage presentation and interpretation of the region
bull A flexible Events Space that will satisfy community events for local and tourism purposes and encourage development of community enterprise
creativity and connection
bull A public lift and amenities with access from inside the building
Further development opportunities in future years include
bull A high quality Cafeacute andor Restaurant underpinned by a commercial kitchen that can also run community events and functions
bull Collaboration of Southwest Tourism Experiences involving tour operators and guides adventure tourism and agritourism suppliers
bull A Seafood Experience Centre to showcase Tasmanian salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Design Concept
Project architects Preston Lane established concept drawings based on the primary options for development and use outlined above The specialcharacteristics and use detail take into consideration the communityrsquos vision and objectives for the future of the Geeveston Town Hall
The concept drawings form Appendix A to this report and demonstrate how the building could be renovated improving its utility for these purposes andalso improving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park andthe township car park
The key elements of the design concept include
bull Maintaining the integrity of the existing building
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 15
bull Celebrating the interior spaces and heritage of the building
bull Improving the appeal of the building within the streetscape through the re-arrangement of traffic flow
bull Providing a more pedestrian scale along the building edges through the widening of the footpath
bull Creating access through the building and providing linkages between the building and external spaces and beyond (towards the park)
bull Providing greater interaction with the building through the form of the extended works (on the carpark side) and
bull Making the new works subtle yet iconic with reference to the past through materials used
Community Engagement ndash Stage Two
From 15th to 24th July Huon Valley Council undertook community engagement to seek feedback on the primary options for development and use of theGeeveston Town Hall
All Geeveston residents and businesses received a letter inviting them to provide feedback via an online survey available on the Councilrsquos website Thecommunity engagement was also advertised throughout the wider region Community members were informed about the process to date the vision andobjectives for the building and were provided with concept drawings The survey contained a mix of both quantitative (data collection) and qualitative(open comment) questions and aimed to gauge the overall community support for the proposal
In total 84 responses were received via the online survey with additional submissions received from community members regarding the concept designs
In summary the survey provided positive results in all the questions raised regarding the proposal Many residents and interested stakeholders have ratedthe use concepts highly when comparing them to the vision and objectives for the GTH
The positive response received from the community engagement process indicates that the community will use contribute to participate in and supportthe future uses of the GTH building thus helping the GTH to become an attraction in its own right connecting people with each other and encouragingemployment and confidence for investment
The online survey results are detailed below
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Quantitative Survey Results
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosiagree) 143 of respondents disagree (choosing 1 ndashscale of 1-5)
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosindash strongly disagree or 2 ndash disagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Page | 16
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosi ng 4 ndash agree or 5 ndashstronglydisagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4respondents disagree (choosing 1 ndash strongly disagree or 2
643 of respondents support the overall concept 131 of respondents do not support the o
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4 ndash agree or 5strongly disagree or 2 ndash disagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1
643 of respondents support the overall concept 131 of respondents do not support the o verall concept while 226 of respondents are unsure
Page | 17
agree or 5 ndashstrongly agree) 226 ofdisagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1 -5)
verall concept while 226 of respondents are unsure
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 18
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurethey were very supportive of the various uses within the building using the services themselves contributing andor participating in events at the site andtaking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurevarious uses within the building using the services themselves contributing andor participating in events at the site and
taking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Page | 19
Positive responses were received to how the community would see themselves engaging with the GTH building into the future The public indicated thatvarious uses within the building using the services themselves contributing andor participating in events at the site and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Demographic Information
Page | 20
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 21
Qualitative Survey Responses
Survey respondents were also invited to provide general comment regarding the proposal There are many comments that applaud the concepts and usesidentified Overall the results of the survey were very positive however it is noted that several areas of concern were raised which broadly cover five mainthemes
A copy of the written comments received via the online survey is included in the Summary of Survey Results report
Area of concern Summary of comments Proposed Response Action
Cafeacute commercialkitchen
Some concerns raised around the inclusionof a cafeacute due to competition in hospitality inthe township However respondents werenot necessarily opposed to a commercialkitchen or restaurant being available in thebuilding
It is noted that the proposed cafeacute restaurant commercial kitchen is not identifiedas part of the stage 1 implementation but will be considered as part of the nextstage of the project
Some respondents included verbatim comments asking for another cafeacute not to beallowed in the town These comments do not seem to have any other basis otherthan to constrain competition in favour of existing shop retailers in the township
This area of community concern is further addressed in the Economic Impact sectionbelow
Public toilets Some concerns raised around the locationand availability of public toilet facilities inGeeveston
The location of public toilets will be considered as part of future stages of projectimplementation
Currently visitors to Geeveston are not inspired to stay and spend time as thecurrent township facilities and amenities lack appeal and do not encourage a feelingof comfort and enjoyment
It is important that the location of public toilets be well considered as the businessplan aims to increase visitation to Geeveston and capture a greater share ofeconomic value from tourism Timing will also need to be considered in terms offuture stages of implementation and other developments being undertaken in thetownship
Traffic management car parking
Some concerns raised around the impact ontraffic flow from widening the footpath in
Traffic management considerations will form part of the planning in futureimplementation stages and would need to comply with relevant procedures and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 22
Church Street and car parking availability inGeeveston
regulations
Geeveston has significant issues in relation to the township roadways and how theyencourage visitors to enter the main street Signage traffic flow and townshipappeal are all important factors for the future in making Geeveston a moresuccessful township and visitor experience
Timber veilsurrounding thebuilding
Some concerns raised that timber and steelwould not suit the timber heritage feel ofthe Geeveston township
It is noted that the concept drawings provided to the community incorporating thetimber and steel veil are concept only at this stage and that final plans will not beapproved until future stages of the plan are implemented
Sale of TahuneAirwalk tickets
Concern was raised that there was nomention of the sale of Tahune Airwalktickets in the building
It is regarded that the sale of Tahune Airwalk tickets is a critical componentattracting visitors to the township of Geeveston and also an important point ofvalue capture that can assist in sustaining Geeveston Town Hall operations The saleof Tahune Airwalk tickets is part of all stages of the Business Plan and included inestablishment of a fully functioning Visitor Information Centre on site
QVMAG Comparison and Insights
Richard Mulvaney Director of the Queen Victoria Museum and Art Gallery (QVMAG) was interviewed to gain a perspective on the donations policy andvisitor engagement experience of the QVMAG
Annual visitors to QVMAG are around 138000 visitors per annum The museum is a significant facility incorporating many partner and allied organisationsIt is a major draw card for the city of Launceston and a significant events venue With an operating budget of approximately $32M from State of Tasmaniaand around $12M from Launceston City Council the facility is a large publicly run enterprise
Their donations experience is that they achieve less than $2 average per visitor However it has been noted that the profile of visitors is important to this asa high proportion of locals would reduce donation performance It is noted that GTH has a high proportion of mainland and international visitors
There are three donations boxes within QVMAG They are constructed as double sided as many visitors will donate on the way out at the end of theirexperience Merchandising and museum shop is an important element that augments the museum and gallery experience Also the hiring of rooms formeetings and events is a great way to encourage visitation and involvement of the business and various industry communities
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 23
Business Strategy
Given the economic and social situation of the Geeveston Township and its surrounding region it is critical that drivers of economic demand and progressare in place for the future The investigations and concept developments at the time of developing this business plan are focused on development of theGeeveston Town Hall and the business concept behind it that will drive the economy of not just the township but also the broader region
This strategy must be focused on delivering the strategic development of this key public asset to create a building and experience of significance to drivesocial collaboration tourism development and industry development The clear strategy of focusing the building on tourism is compelling particularly forthe purposes of
bull tourism information for the region (incorporating product and experience sales)
bull creative industries (exhibiting and selling regional art and designed goods)
bull agritourism (hospitality food experiences) and
bull history and heritage museum (stories of the past display and exhibition of key artefacts experiences and interpretation)
It is also clear that this building should be managed by an independent organisation to that of its Government owner This has the benefit of ensuring thatcommercial principles underpin the development management and sustainability of the enterprise and its strategic partnerships In doing this Huon ValleyCouncil as ldquoasset ownerrdquo can have a relationship with a single ldquooperatorrdquo This ldquooperatorrdquo can either run internally or outsource the running of the variousservices that the building will offer
Core Business
The core business of the Geeveston Town Hall will be to facilitate the development and management of a significant building that will house services thatare important to the region The core business of the building will relate to tourism and hospitality creative industries and community engagement
The core business must generate economic value for the building to support its maintenance and its services sustainability and also generate flow oneffects to the surrounding economy
Differentiation
The Geeveston Town Hall must differentiate itself from other attractions within Tasmania by using the following factors
1 Creating a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
2 Designing and developing a unique building that is in itself a building of significance within the region and Tasmania
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 24
3 Offering unique experiences to encourage interest
4 Maintaining momentum and dynamism in the content that is onsite to encourage revisitation
5 Achieving greater community engagement and involvement ie development of community enterprise and
6 Gaining involvement of industry players to drive diversity and synergies that generate sustainability outcomes and strengthen the offering and
provide reasons to visit Over time the Geeveston Town Hall will develop greater levels of collaboration between tourism creative industries and
agribusiness sector businesses
Value Proposition
The following are elements of the value proposition for the Huon Valley economy for the development of the Geeveston Town Hall
bull The GTH will become a destination in itself with strong branding and positioning to create an identity for the building and township of Geeveston
bull Geeveston will become a gateway to the ldquoFar Southrdquo driving visitation to the region and capturing an increased share of tourism value through the
promotion and sale of tickets to surrounding attractions and experiences including the Tahune Airwalk
bull The GTH will offer a centralised presentation opportunity for the regionrsquos industries and encouraging greater synergies within industries such as
tourism agritourism and creative industries creating confidence for investment
bull The on-selling and reselling of unique local goods and services will help to support and promote the regionrsquos creative industries
bull The GTH will encourage the development of community enterprise volunteering and community involvement
bull A service level agreement between GTH Co and HVVC will achieve cost efficiencies through staff and technology sharing between the two sites
bull Huon Valley Councilrsquos planned redevelopment of Heritage Park will increase access and linkages to the GTH and the main street and continue to
develop Geeveston as a destination for locals and visitors
bull Proposed traffic management and car parking changes within the township will enable greater access to Geeveston for both vehicles and
pedestrians
bull Staged implementation of changes to the GTH building will encourage other planned changes in the township and allow time to adapt
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 25
Product amp Experience Offering
Purpose Use Use Detail amp Benefit Target Markets
Tourism Visitor Information Centre A Visitor Information Centre that provides clearinterpretation of the region focuses on selling andpromoting Southwest accommodation experiences andattractions acts as a gateway to the lsquoFar Southrsquomaximises the regions tourism economy and also sellslocal unique goods with strong linkages to the creativeindustries of the region
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Creative industries (unique goodsfor sale on consignment)
Integrated tourism operations Collaboration of Southwest Tourism Experiences involvingtour operators and guides adventure tourism andagritourism suppliers
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Seafood experience centre A Seafood Experience Centre to showcase Tasmaniansalmon and shellfish based seafood that Tasmaniaoperates as commercial fisheries Potential linkage tohospitality provider
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
History amp Heritage Museum interpretation center A fully modernised Museum for cultural and heritagepresentation and interpretation of the region Historicaldisplays and artefacts managed by the community andGeeveston Archives and History Society
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
School groups
Community Events Flexible space A flexible Events Space that will satisfy community eventsfor local and tourism purposes and encouragedevelopment of community enterprise creativity and
Local residents
Local businesses workers
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 26
connection Social enterprise
Gallery and exhibition space A high quality flexible Gallery Exhibition Space to houseexhibitions from local and Tasmanian artists and craftdesigners with potentially significant curated exhibitionsinto the future
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries
Hospitality (Retail) Cafe
Restaurant
A high quality Cafeacute andor Restaurant underpinned by acommercial kitchen that can also run community eventsand functions
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries (catering)
Social enterprise (catering)
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 27
Economic Impact
Visitor Information Centre Regional Extension
As has been identified earlier in this plan Geeveston has a significant role to play in servicing visitors to the region and in particular to encourage visitationto surrounding experiences With the significance of the Tahune Airwalk visitation and that to Hastings Caves Ida Bay Railway and Hartz Mountains just toname a few Geeveston simply must perform as a tourism town Its current infrastructure and services are sub-standard and if they do not improve thetown will falter and the region will suffer from a flat or reducing tourism industry
Huonville has operated a visitor information centre (HVVC) for a number of years It has built a model that ensures that it can yield visitor spend based onits visitor profile The current Forest and Heritage Centre (FHC) has more annual visitors than the HVVC These visitors are journeying deeper into theregion and are seeking advice and guidance on what is in the surrounding area and importantly tickets to key attractions
It could be perceived that another visitor centre in Geeveston would cannibalise the sales of Huonville however the two visitor centres should becomplementary and they can be collaborative Even in its current form the FHC is an experience and an important one that is central to the survival of thetown The FHC already outperforms the HVVC on merchandise sales and overall turnover The two sites play different roles in the journey of the visitor andwill sell different product that is more relevant at any point in time This of course will be partly because they will have a different presentation andoffering
Each visitor centre in the region should strive to offer unique experiences and goods if possible however complete diversity is not achievable as there canalso be opportunities for cost efficiencies in stocking general memorabilia and clothing merchandise The diversity of offering onsite is significant enough toencourage multiple visits to VICrsquos throughout the region
The economic impact on the tourism economy in having a visitor centre in Geeveston vastly outweighs any negative impact of minor cannibalization thatmay occur It must also be noted that it is unknown how much opportunity cost is currently being experienced with the FHC in place with greatly restrictedofferings
Geeveston township sustainability and its prospects for growth will be greatly diminished if a visitor centre is not in the town and the surrounding tourismeconomy and community would suffer as a result
Competition in Tourism and Hospitality
There appears to be a gap in the supply of hospitality services for visitors within the township There are currently three hospitality providers in Geevestonbut it is noted that there is an inconsistency in business operating hours lower than acceptable food and service quality and the townshiprsquos services areunavailable or limited after 4pm
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 28
A key element of this plan is for the GTH to be a destination in its own right and a gateway to the lsquoFar Southrsquo Geeveston therefore has a significant role toplay in servicing the increased number of visitors to the township and region and to capture a higher share of visitor spend on food and beverageParticularly during daylight savings months there is opportunity to provide more lunch or early dinner offerings for tourists
A cluster of food offerings ie cafes restaurants within the township will promote both competition and cooperation and grow the townships reputation asa place to eat which is currently lacking Operators will compete to win customers thus encouraging quality product offerings and customer servicedriving innovation in filling gaps within the market
Introducing competitive hospitality providers within the township will aim to raise the level of overall hospitality services and offering to visitors Qualityand appealing food options within the township will help to develop Geeveston as a destination of choice for locals and visitors a reason to visit and tospend time
It is critical that agritourism linkages are in place to support tourism hospitality for the town Quality providers of fresh regional and Tasmanian produce area very important component and the township seemingly has an undersupply of hospitality services of this type particularly of a quality and standard thatis acceptable to interstate and international tourists
Township Performance and Effect on Micro-Economy
This project aims to develop feasible uses for the future of the GTH that will benefit the economy of the region and maintain the building for the future
Geeveston is one of the townships hardest hit by the decline of the forestry industry in Tasmania
The redevelopment of the GTH will bring a new wave of opportunity to the local economy as there will be a raising of the standard of the townrsquos amenitynew service offerings and experiences new employment capital development expenditures increased tourist visitation and commercial development ofthe town in general brought about by competition
Improvement in value capture of the township within the region will have positive ongoing economic impacts for stability for existing businesses andemployment
Without improvement in the township offering and competition the township would not change and keep pace with the demands of the modern touristsettler or business investor
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 29
Implementation Planning
Staged Implementation Overview
The redevelopment of the Geeveston Town Hall can be broken into three key development stages
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
It is proposed that the GTH be operated in future by a new company limited by guarantee (GTH Co) run by a community Board balanced withrepresentatives from the key stakeholder groups The first step in achieving this business plan is the establishment of an operating entity for the GTHbuilding
As part of stage one it is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in
time for the peak tourism season as well as some provision for a community gallery and flexible use space In order to achieve this a number of key
activities would need to occur These include
bull Establishing an organisational structure governance Board and support mechanisms
bull Re-establishment of the visitor centre utilising existing resources and small assets and partnering with the HVVC
bull Resetting the museum and preparing for a new contemporary presentation
bull Seeking assistance with museum for maximising the visitor value from the historical stories
bull Engaging with regional creative industries through the Huon Valley Arts Cooperative Initiative
bull Organising community events that provide value for locals and encourage greater levels of planning sharing and connection with established
activities
bull Organising an initial calendar of ldquoshowcase eventsrdquo for the township and region that would attract Southern Tasmanian visitors primarily for day
trips and visitors from northern Tasmania whilst on intrastate holiday and
bull Establishing an interim identity for the building that signals a change from the current format and function and a transition to the new concept that
can be promoted ahead of time
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 30
Stage one is ultimately a ldquoproof of conceptrdquo stage during this initial stage the Geeveston community and key user groups would need to be engaged with
and challenged to ldquoprove the business modelrdquo before commencement of the stage two developments The key groups include
bull Geeveston Archives and History Society
bull Regional designers artists and gallery owners ideally working through the Huon Valley Arts Cooperative
bull Tourism operators accommodation providers and visitor centre workers
bull Volunteer groups
bull Various other Township associations
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment It is noted that this stage and any future implementation stages would be highly dependent on grant funding and co-contribution funding
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
Stage One ndash Reset the Base
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
To reinstate a Visitor Information Centreon site that also sells local handmadegoods either as stock items or onconsignment with strong linkages to thedesigners retailers
The TTIC must have the ability torepresent the region in a compellingway there must be clear interpretationof the region (lower floor)
Significant generator of visitation toGeeveston encouraging increased lengthof stay and spend
Utilise the existing shop and officeinfrastructure
New tourism and retail display systemsto be implemented
Prior to 201516 peak tourismseason ndash Spring 2015
Local handmade arts andcrafts
Local markets and events
To include a flexible space that cansatisfy community events for local andtourism purposes and include a galleryspace that could house exhibitions from
Low given that use is likely to be a mix ofexhibitions events and meetingsResetting the special layout and creatinga visitor experience that is also a flexible
Likely to be progressive but canrsquotbe too far behind the VICdevelopment
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 31
Community engagement local and Tasmanian artists
(lower floor)
area is the challenge
Detailed planning for the lower floorspace that is not to be utilized by VIC
Cultural and heritage To reset the museum component to theupper floor only
(upper floor)
Moderate refit impact however fullimplementation would result in a highimpact
Staged development is warranted
Initial stage would commenceimmediately ie prior to summer2015
Stage Two ndash Repurpose for Community and increase capacity
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Commercial Gallery with potentiallysignificant curated exhibitions into thefuture
Modest to low given the need to meetminimum standards and be a flexibleexhibition space Security andenvironmental quality issues will beprimary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural andheritage presentation of the region ldquoRe-think museumrdquo
Significant on both space utilization andrequired quality of fit out Maximisingartifacts and interpretation value
Long term design Unknown timing
Community engagement Development of community enterprisetaking a proactive hand in utilising thesitersquos flexible area encouraging creativityand connection
Low given that use is likely to be a mixof exhibitions events and meetings
In line with site development onlower floor
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercialkitchen that can also run communityevents
(lower floor)
Significant due to hospitality kitchenrequirements and goods storage andinout facilities
Commencement as soon aspracticable however operatoridentification will force a delay ndashWinter 2016 is the idealdevelopment timing
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 32
Stage Three ndash Encouraging Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
Creating a tourism hub Potentially some integration of touristservices onsite Yet to be defined ingreater detail
Post 2016 summer period
Creating connections with Heritage Parkand its development
ie bicycle hire storage of key rentableequipment music festival outdoor artsdisplays etc
Emerging linkages that are yet to haveclarity
Unknown
Creating connection with surroundingtownships
ie via bike track maps andpresentations
Accommodation and stop overlocations Services offered at regionallocations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be themarshaling point for all visitors enteringfor experiences Boating Kayakingbiking walking and wilderness visitsThis may require a range of facilities toaccommodate
Unknown
Linkages to local industries Creating connections with theaquaculture industry
ie salmon experiences restaurantoffering
Related to food tourism and foodofferings Could be significant if aseafood experience centre is theconcept eg aquarium and otherfeatures
Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 33
Detailed Implementation Plan
As of 31 October 2015 the Forest and Heritage Centre will cease operation at the Geeveston Town Hall The following table details the majorimplementation tasks for Stage One of the Geeveston Town Hall development with the aim of having a fully functioning Visitor Information Centre andMuseum operating by the end of November 2015 in time for the peak tourism season as well as a community gallery space
Whilst every effort has been taken to identify the key activities that would need to be undertaken to successfully implement stage one final planning andbudget requirements will ultimately need to be undertaken by HVC as the key decision maker and source of seed capital for this venture Of course thefollowing plan and budget may be lower than expected if HVC has the capability to insource some of the establishment works
It is not feasible to provide specific details of implementing further stages at this time but it is noted that any future implementation stages would be highlydependent on grant funding and co-contribution
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 34
Stage One Implementation
Initiative Strategy Task Timing Responsibility Estimated Budget
Establish the OperatingEntity
(Set up stage Sept Oct Nov)
bull Establish legal entity and constitution Sep 2015 HVC $5000-8000
bull Establish representative community Board Sep 2015 HVC $2000
bull Establish foundation budget amp funding Sep 2015 HVC Potentially $15000-$20000
Also linked to TVIN budgetfor assets and stock
bull Finalise human resource plan and recruitment Oct 2015 GTH Co $6000-$8000
bull Execute lease amp other partnership agreements (ie
HVC lease support from Huon Valley Visitor Centre)
Oct 2015 GTH Co $2000
bull Establish tenancy terms with Geeveston Records amp
History Society (for operation of museum)
Nov 2015 GTH Co $1500
bull Set up community support structures
o Establish community events sub-committee
o Hold a community ldquoworking beerdquo
Nov 2015 GTH Co Nil
Establish Visitor Centre
(To be in full operation by 1December 2015)
bull Identify amp purchase operational assets
o Computers amp telephone system
o Office furniture
o Visitor centre signage
o TVIN membership
o Tourism brochure displays
o Retail displays and shelving
Oct 2015 GTH Co Less than $20000
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 35
Initiative Strategy Task Timing Responsibility Estimated Budget
o Initial stock holding
bull TVIN membership Oct 2015 GTH Co Within the above
bull Booking amp reservation system Oct 2015 GTH Co Within the above
bull Refit GTH retail area as Visitor Information Centre
o Booking desk brochure stands racks
poster positions digital signage displays
retail shelving and stands interpretive
display boards etc
o Many items will be made available by
Forestry Tasmania (exact items yet to be
confirmed)
Nov 2015 GTH Co Within the above
bull Finalise HR plan amp undertake staff training Nov 2015 GTH Co Operational budget $2000
bull Develop merchandising plan Nov 2015 GTH Co $2000
(test stock and advice)
bull Finalise budget Nov 2015 GTH Co As above
Reset the Museum
(To be in full operation by 1December 2015)
bull Finalise the commercial agreement with the
Geeveston Records amp History Society
Oct 2015 GTH Co As above
bull Redesign the museum space to the top floor only Nov 2015 GRampHS Unknown but minimal(community project)
bull Seek assistance with interpretive panels Nov 2015 GRampHS Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 36
Initiative Strategy Task Timing Responsibility Estimated Budget
bull Establish a museum operations plan Nov 2015 GRampHS andGTH Co
Nil
Establish CommunityGallery Space
bull Engage with regional creative industries through the
HVC Arts Cooperative Initiative
Oct 2015 GTH Co Nil or minimal
(insourced)
bull Reset dedicated GTH space for community gallery
operations ie partitions and mobile walls
Nov 2015 GTH Co HVCArts Co-operativemembers
Community arts workingbee
Potentially Arts Tas minorsponsorship
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
The Business amp Financial Model
Business Model
Relationship
Tenants
Operator
Owner
Visitor Centre
Internal toGTH Co
The Business amp Financial Model
HVC
GTH CoCommunity
Board
Visitor Centre
Internal toGTH Co
Museum
Outsourced
Gallery
Internal toGTH Co
Cafe Restaurant
Outsourced
Page | 37
Cafe Restaurant
Outsourced
Events
Internal toGTH Co
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 38
Financial Model
The budget for operations of the new venture GTH Co has been created using an approach showing the basis for operations of stage one as a full yearfinancial operational budget forecast The budget has then been built showing the financial impact of more developed operations within a stage two
An overall master budget has been created for the operating entity using the working title GTH Co as well as separate operating budgets for each of thetenants or services operating within the business
Budgets have been cast on an annualised basis due to the uncertainty around timing of start-up and potential capital development periods whereinterruption will be experienced
The core objectives of the financial model are
bull To establish operations on a profit basis using normal commercial principles
bull To ensure that an independent company can be the ldquooperatorrdquo of the GTH that does not require ongoing subsidisation from HVC to remain
feasible
bull To take into account reasonable estimates that follow principles of prudence by overstating costs and understating revenue
bull New operational principles that affect revenue raising have been researched as far as is practicable at this stage based on available source
historical financial data but may require further work
The complete budget papers were tabled at the HVC Workshop on 18th August
Key Assumptions
Several key assumptions have been made in relation to the operating budget and have been built into the Excel cash flow statements These are as follows
Business Unit Stage One Implementation Stage Two Implementation
Visitor Information Centre (VIC) Visitor center sales for attractions in line with historicalperformance Critically the VIC will be selling TahuneTickets along with the normal TVIN accommodationexperiences and products lines
Tahune sales at 30 of total Tahune tickets
Year two growth after renovation Tahune modest growthHastings modest growth 2 CPI price increase across theboard
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 39
Accommodation bookings very low due to locationdisadvantage and local offerings Only 150 room nightsbooked
Stable accommodation bookings at low levels
Merchandise sales based on FHC existing sales plusadditional sales from new stock and consignmentgoods Retention of some existing FHC merchandiseitems to be sought Eg Island specialty timbers andlocal wood crafts
Merchandise growth particularly in regional goods
Stock sales of $150000 at 50 GP
Existing FHC merchandise shop sales are $110K paCOGS at lt 40
Growth in stock sales to $190K
VIC operations run by GTH Co in collaboration withHVVC Some subsidized services paid for to HVVC
No change
All staff employed by GTH Co and staff utilized acrossall functions (inc VIC museum and events buildingdaily operations)
No change
Museum Donations collection based on $18 per donation 12 strike rate
Stable but growing
Contributing rent and electricity No change
Agreement for 40 rent from donations and 10 tostaff costs
Events Minimal events planned for FY16 25 1 eachfortnight Average venue revenue $200 per session
Events growth after refurbishment Some pricing andcommercial terms review due to significant facility change
No labour cost Possible change to labour contribution
Most cost increases borne by external operators using the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 40
Electricity apportioned
Rent applied pa
facility with their own labour
Gallery No commercial gallery operations in FY16
However GTH Co will encourage arts associations toprove gallery concept and offer space at a reducedevent rate for exhibitions
Commercial gallery to launch after refurbishment
Sales of artwork and goods to commence
No budget for capital works at this stage Reliance onvolunteer labour and community contributions for thefirst year
Regionally significant gallery boosts visitor numbers andextends length of stay in the far south
Cafeacute Restaurant No cafeacute or restaurant Cafeacute lease established after renovation during year 2
Rent rates in line with Church St prices $200-250 per weekfor an average cafeacute site
Site Occupancy and Financial Framework
Geeveston Town Hall Co (GTH Co) will hold the head lease for the site with Huon Valley Council GTH Co will have the right to sub-lease the premisessubject to agreed uses and approval of tenants by the full Board of GTH Co GTH Co will negotiate an appropriate rental return with HVC taking intoaccount the establishment costs of the site and the target return for HVC
The holders of tenancies are planned as follows
1 The Visitor Information Centre will be operated by GTH Co and will hold the head lease
2 The Museum will be offered lease terms and be run by the Geeveston Records and History Society The museum will pay rent and also subsidise
staffing costs
3 Events Space is operated by GTH Co and rent contribution will be charged from all revenue received for events
4 A Cafeacute is contemplated for the second period after renovation A lease would be assigned for this space at commercial rates
5 A Commercial Gallery is not planned to launch until after renovation and in the interim arts community members will be welcome to hire space as
per the events space with negotiated pricing terms
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 41
Financial Targets and Contributions
Capital expenditure estimates are currently being prepared and due to the conceptual level of detail are likely to be estimates based on commercialexperience and examples These estimates will be available at the HVC workshop on 18th August and will be provided as part of the complete budgetpapers
Governance Model
The plan for governance is based on the following principles
bull Achieving a community run facility for the benefit of the broader community and economic advancement of the region
bull Encouraging strategic partnerships within community groups public organisations and industry players to achieve greater value for the community
and the building owner than a purely commercial operator could
Governance Proposal
It is proposed that
1 The Huon Valley Council establish a new company limited by guarantee ie Geeveston Town Hall Company (GTH Co)
2 The GTH Co be run by a community Board balanced with representatives from various key stakeholder groups
a The Board needs to have enough members to satisfy the GTH CO community and industry profile
b Board membership may comprise representatives from HVC industry and community
3 The new company would operate as not for profit business and essentially reinvest surpluses into the GTH and its related operations
Board Structure and Operation
It is suggested that an independent Chairman be appointed However if this is not achievable then the Chairman role could be for a fixed term of 2 yearsrotational across the Board members
Board composition may comprise the following
bull Chairman
bull HVC
bull Township associations
bull Key industry players
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 42
It is suggested that subcommittees be assigned by the Board to critical functions that would in turn enable the involvement of community and industrycontributors to assist and provide guidance to key initiatives A single board member could be chair of a sub-committee and could elect to formulatesubcommittee members from the community
The recommended governance model outlined above is for discussion with HVC The final decision regarding governance structure and operation is to bedetermined by Huon Valley Council
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 43
SWOT Analysis
Strengths
bull The Geeveston Town Hall will become an attraction in its own right
bull The reinstatement of a Visitor Centre on site will be a significant generator of visitation to Geeveston encouraging increased length of stay and
spend
o Sale of Tahune Airwalk tickets
bull Long term financial sustainability
bull Town Hall will encourage continuity of employment in the township and on site
bull Efficiencies will be created though the operating entity owning and managing the Visitor Information Centre (VIC)
bull Efficiencies will be created through partnership arrangements between the Geeveston and Huonville Visitor Centre (HVVC) (ie sharing of
technology and staff)
bull Cost savings and intimacy to be achieved through use of volunteers
bull On selling and reselling of regional goods and promotion of local creative industries
bull Creation of greater access and linkages between the building and external spaces and beyond
Weaknesses
bull Start-up organisation with undefined Board
bull Uncertain funding sources and no currently identified seed capital
bull Current museum interpretive content is not contemporary or appealing
bull Reliance on donations to subsidise operation of the museum
bull Gross profit on VIC operations are traditionally low therefore reliance on selling value added Tasmanian products is high at current township visitor
numbers
bull Public toilets must be moved if the overall concept is agreed
Opportunities
bull To create a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
bull To generate economic value for the building with flow on benefits to the surrounding township and region especially within stage two of the plan
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 44
bull To achieve greater community engagement and involvement ie development of community enterprise
bull To facilitate industry involvement and collaboration between tourism creative industries and agribusiness sector businesses
bull Raise the level of hospitality services within the town and offering to visitors
Threats
bull Duplication of visitor information services within the region
bull Cafeacute restaurant competing with existing hospitality businesses in the township
bull If the VIC is not implemented decreased visitation to the town and region resulting in lower VIC bookings commissions and retail sales achieved
bull Ability to encourage revisitation to the area
bull Ability to attract appropriate tenants to Stage 2
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 45
Risk Analysis
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
1 No action taken amp the GTH becomesdormant
H M This would be catastrophic for the townshiprsquos economy
2 Stage one startup capital notavailable
H L Refer point 1
3 Funding for stage two notachievable
M M Commence advocacy lobbying and applications for funding at the earliestopportunity to enable works commencement no later than autumn 2017
4 Building budget for concept is largerexpectations and funder capacity
M L Lobby State and Federal Government on the merits of supporting regionaleconomies for the longer term economic and social benefits
5 Ability to attract appropriatetenants to stage two and beyond
H L At the earliest stage promote the changing nature of Geeveston and itsregion along with the tourism plan for the Huon Valley Early discussionswith likely tenancy applicants are important
6 Township toilets relocation becomesproblematic for HVC capital budget
M M Build toilets relocation into capital works budget for GTH to ensure thatthe overall project works are budgeted taking a holistic view
7 Introducing a second VIC to theregion may cannibalise the sales ofHuonville
M L The two VICs should be complimentary and they can be collaborativeThe two sites will have a different presentation and offering and will selldifferent product that is more relevant at any point in time
Some minor canabalisation may occur but Geevestonrsquos sustainability andits prospects for growth will be greatly diminished if a VIC is not in thetown and the surrounding tourism economy and community would
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 46
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
suffer as a result
8 VIC not authorised to sell TahuneAirwalk tickets and overallcommission revenue is lower thanexpected
H L Provided the new operator has a sound business structure and a goodworking relationship can be developed Forestry Tasmania would givefavourable consideration to the new operator selling tickets oncommission for Tahune Airwalk The industry standard of 15commission would apply to ticket sales
9 VIC retail sales revenue is lowerthan expected
M L Adjust operating costs to suit adjust retail products and pricingGenerate community support to encourage township visitation increasesfrom intrastate markets
10 Tahune take steps to restrict VICsales via significant onlinedevelopment and discounting
M L Communicate the total offering of the GTH to inbound tourists andcreate partnerships with feeders and referrers for travel to GTH
11 Current museum interpretivecontent is unappealing and notcontemporary
H M This is a core issue for the holding of tenancy for the Museum componentIn future the value generated by experiences and offerings will beparamount for feasibility and sustainability
Encourage the Geeveston Records and History Society to seekprofessional help immediately
12 Museum donations revenue arelower than expected
L M Little can be done about this Review and potentially improvecommunications to visitors Bundle a value-add with the museum andcharge an entry price Much is dependent on the strength of the offering
13 Introducing competitive hospitalityservices within the town seriouslyaffects viability of other operators
M L Township operators must stand on their own competitive positioning Iftownship traders choose not to change or offer greater value and aretherefore not preferred then the free market must be allowed to operate
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 47
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
to the future viability of the town
14 Governance structure fails M L Building owner to reset the lease of the building and remove theoperator
Building owner may provide support and guidance in the initial stages ofcompany establishment to ensure a successful first year of trading andongoing partnership in the stage two building development process
Balanced board members and appropriate representatives withprofessional skills are a key issue for governance success
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 48
Appendix A
Architectural concepts have been created by project architect Preston Lane The concept drawings demonstrate how the building could be renovatedimproving its utility for these purposes and also improving the main street of the town including greater open public area surrounding the building on themain street connection to Heritage Park and the township car park
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 49
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 50
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 51
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 52
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 5
Referenced Documents
The following Huon Valley Council publications were read as background information in the development of this feasibility study
2010-2015 Strategic Plan
2014 ndash 2015 Annual Plan
Huon Valley Council Economic Development Strategy
Heritage Park Site Development Plan
Huon Valley Regional Tourism Strategy
Huon Trail Marketing Plan 2014-15
Far South Regional Tourism Strategy
Arts amp Heritage Strategy and Action Plan 2012 ndash 2017
Community Engagement Framework
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 6
Huon Valley Community amp Economic Profile
The Huon Valley is a vibrant semi-rural community located a comfortable 30-minute drive south of the Tasmanian capital city Hobart It is Australiarsquos southernmost municipal area with a population of more than 15000 people
The Valleyrsquos 5497 square kilometres is dominated by meandering waterways and forested hills The regionrsquos fertile landscape produces a dazzling array of quality foods that has helped Tasmania earn its reputation as a food-lovers paradise
The Huon Valley is also a haven for yachting and boating enthusiasts with easy access to the Huon River and DrsquoEntrecasteaux Channel These waters offer world class fishing sailing diving and rowing experiences
Our magnificent waterways are not the only attractions The area is also renowned for its mushrooms wine seafood fruit and other gourmet delicacies The gourmet food festival Taste of the Huon held each year in March is a weekend celebration of the best produce the Valley has to offer
Source httpwwwhuonvalleytasgovauregion
Key Statistics
Resident population 15140
Median age 42
Number of households 5812
Median total household income ($weekly) 868
Unemployment rate 66
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 7
Employment
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 8
Businesses
There are approximately 1175 businesses in the Huon Valley region encompassing Huonville ndash Franklin Geeveston ndash Dover and Cygnet The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 9
Geeveston Community amp Economic Profile
Geeveston is a small township nestled in the lower reaches of the scenic Huon Valley It has a strong apple growing and forestry heritage and today caters for travelers exploring the nearby forests Hartz Mountains National Park and Picton and Huon rivers
Surrounded by rolling hills and the nearby mountains Geeveston has a range of shops eateries and local attractions and a main street full of hand-carved timber sculptures of famous locals
Apple orchards grow in the lush green valleys nearby and during autumn visitors can buy buckets of Pink Lady Crofton Geeveston Fanny Apple Red Delicious Granny Smith and Fuji apples from roadside stalls
Theres also a creative community of artists and makers who sell their wares on the main street and at a regular market
West of Geeveston is the Tahune Forest Reserve and the popular Tahune Airwalk Here you can walk amongst the treetops past rare species some found only in Tasmania The walkway rises up to 48 metres above the ground and extends for around half a kilometre over the Tahune State Forest and Picton River
Source httpwwwdiscovertasmaniacomauaboutregions-of-tasmaniahobart-and-southgeevestonwhat-to-do|page-1
Key Statistics
Resident population 1430
Median age 41
Number of households 549
Median total household income ($weekly) 765
Unemployment rate 77
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 10
Employment
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 11
Businesses
There are approximately 278 businesses in the Geeveston ndash Dover area The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 12
Drivers of Economic Development
Although it is outside the scope of this project to plan more broadly the economy of the region as Council already has an Economic Development Strategy it is still important to focus on the drivers of economic performance as they are related to the Geeveston Town Hall and the overall Geeveston township and surrounding region
Below are performance measures and targets offered for discussion and further clarification within the context of this project It must be recognized that a singular building development is incapable of being responsible for the total performance of a region however it is also important for this planning project to identify with the overarching objectives for the region One of the major drivers of growth for the region is tourism as this is a natural strength of the region and also a key driver of opportunities where scale and economic diversity can be achieved
Industry Performance Measures for Discussion
Industry Performance Measure
Tourism and Hospitality Room night stock
Visitors to region (total visitors to Geeveston)
Length of stay (nights)
Average spend during stay
Jobs by business type
Jobs created in annual period
$ investment in new activities and assets
Number of new businesses
Other Industries
Seafood and fisheries
Forestry
Creative industries
Jobs by sector
Jobs created in annual period
$ investment in new activities and assets
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 13
Primary production (farming)
Manufacturing (food industrial commercial and consumer goods)
Retail (food consumer goods)
Services (health education transport etc)
Number of new businesses
Tourism Visitation
The Huon Valley
The Huon Valley prides itself on its pristine environment rich living history strong maritime connections temperate wilderness unique accessible wildlife world renowned food and wine and seasonal climate variations
The Huon River is an iconic natural feature of the Huon Valley and weaves its way through the five main townships of Huonville Franklin Cygnet Geeveston and Dover The region has a long maritime and forestry history and is augmented by a rich cultural heritage
The Huon Valley encompasses two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks
Tourism is a key economic driver in the Huon Valley and the region leverages from its two major tourist attractions ndash Tahune Airwalk and Hastings Caves and Thermal Springs
Source Huon Valley Attractions and Experiences Prospectus ndash April 2013
The table below shows a range of statistics based on interstate visitation to Tasmania from January 2011 to December 2014
The Huon Trail commences at Taroona and travels south to Kingston where it splits into two distinct areas of the Huon Valley and DrsquoEntrecasteaux Channel areas Interstate touring route holiday visitors to the Huon Trail increased 23 in 2013 from the previous year and further increased by 32 in 2014 to 154007 visitors
In the 12 month period from January 2014 to December 2014 there were 55687 interstate visitors to the Tahune Airwalk down 20 from the previous year and 22911 interstate visitors to Hastings Caves and Thermal Springs down 11 from the previous year
It would appear from the data below that new accommodation came online in both Cygnet and Huonville during 2014 with a significant increase in overnight visitor numbers and nights stayed in these locations However it is noted that this data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 14
Jan 2011 - Dec 2011 Jan 2012 - Dec 2012
change from
previous period Jan 2013 - Dec 2013
change from
previous period Jan 2014 - Dec 2014
change from
previous period
Day Visitors
Dover (Until June 2006 from July 2007) (Visited) 12141 12439 245 13610 941 12330 -940
Geeveston (until June 2013) (Visited) 38243 37663 -152 26013 -3093 - -
Cygnet (from July 2013) (Visited)~ - - - 14341 - 37329 16030
Huonville (Visited) 73169 68188 -681 75154 1022 67202 -1058
Cockle Creek (from July 2005) (Visited) 9085 7179 -2098 8132 1327 8046 -106
Overnight Visitors
Dover (Until June 2006 from July 2007) (Overnight) 8157 5610 -3122 7906 4093 9223 1666
Geeveston (until June 2013) (Overnight) 5616 7092 2628 4481 -3682 -
Cygnet (from July 2013) (Overnight)~ - - 2521 - 10914 33292
Huonville (Overnight) 15009 12819 -1459 17891 3957 25069 4012
Cockle Creek (from July 2005) (Overnight) 4175 4819 1543 5349 1100 6182 1557
Total Number of Nights Stayed^
Dover (Until June 2006 from July 2007) 37159 66172 7808 18601 -7189 27257 4654
Geeveston (until June 2013) 36663 19441 -4697 8153 -5806 - -
Cygnet (from July 2013)~ - - - 9343 - 75362 70661
Huonville 103104 96799 -612 68458 -2928 140297 10494
Cockle Creek (From July 2005) 11035 12242 1094 14947 2210 12932 -1348
Average Number of Nights Spent^
Dover (Until June 2006 from July 2007) 46 118 720 24 -940 3 06
Geeveston (until June 2013) 65 27 -380 18 -090 - -
Cygnet (from July 2013)~ - - - 37 - 69 32
Huonville 69 76 070 38 -380 56 18
Cockle Creek (From July 2005) 26 25 -010 28 030 21 -07
Average Spend per Visitor ($000)
Average Expenditure per Visitor 1631 1542 -0089 153 -0012 1645 0115
Holiday 2425 217 -0255 2224 0054 2284 006
VFR 088 0949 0069 0862 -0087 0997 0135
Business 113 1166 0036 1153 -0013 1112 -0041
Other 1585 1809 0224 1371 -0438 1336 -0035
Attractions Visited
Tahune Forest Airwalk (from July 2001) 56747 54166 -455 69802 2887 55687 -2022
Hastings CavesThermal Springs 22105 22011 -043 25817 1729 22911 -1126
Touring Route Holiday Visitors
Huon Trail 128232 121686 -510 149298 2269 154007 315
Places stopped and looked around but did not stay overnight
This data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Visitor data for Geeveston was collected until June 2013 so the Jan 2013 - Dec 2014 represents only a 6 month period
~ Visitor data for Cygnet was collected from July 2013 so the percentage change from the previous 12 month period is based on only a 6 month period in the Jan 2013 - Dec 2014 period
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 15
Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk The forests in the region provide the idyllic setting for bush walking fishing bird watching and mountain climbing and biking
As detailed in the table above in the 6 month period from January 2013 to June 2014 there were 26013 day visitors and 4481 overnight visitors to Geeveston from interstate staying an average of 18 nights
It is hard to comment accurately on current visitor trends in Geeveston as Tourism Tasmaniarsquos Tasmanian Visitors Survey ceased collecting data for Geeveston in June 2013 However visitor numbers to the township appeared to be on track to increase in 2013 with 26013 visitors in the 6 month period from Jan 2013 to June 2014
Source Tasmanian Visitors Survey 2014
Tahune Airwalk
Interstate visitors to the Tahune Airwalk were up 29 in 2013 from the previous year but dropped 20 in 2014 to 55687 Source Tasmanian Visitors Survey 2014
Based on this 80 per cent of visitors to Tahune Airwalk are from interstate with the remaining 20 per cent from intrastate
The table below shows Tahune Airwalk ticket sales from 201112 to present
201112 201213 201314 201415 (ytd)
201516 (forecast)
Total Tahune Airwalk Ticket Sales 63566 72982 69347 70759 80000
sold onsite 40 50 55 55
sold online 10 10 10 10
sold at Geeveston Forest amp Heritage Centre 45 35 30 30
sold through TTICs (Hobart amp Huonville) 5 5 5 5
Source Forestry Tasmania May 2015
Total visitor numbers to the Tahune Airwalk have been steady at around 70000 tickets sold per year for the past 3 years Ticket sales through the Geeveston Forest and Heritage Centre have slowly decreased from around 45 to 30 over the past 3 years currently representing approximately 23000 sales as the share of onsite ticket sales has increased Source Forestry Tasmania 2015
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 16
Tickets sold through the Huonville TTIC represent less than 1 with only 701 bookings made to date this year Source Huonville TTIC May 2015
Hastings Caves amp Thermal Springs
Interstate visitors to Hastings Caves and Thermal Springs were up 17 in 2013 from the previous year but dropped 11 in 2014 to 22911 Source Tasmanian Visitors
Survey 2014
The majority of tickets are sold online or onsite
Tickets sold through the Huonville TTIC represent less than 1 with around 100 bookings made each year Source Huonville TTIC May 2015
The Geeveston Forest and Heritage Centre has not been a great promoter of Hastings Caves with only 400 brochures supplied per annum in previous years
It is noted that in the last period that the Geeveston Town Hall operated as a Visitor centre sales of tickets to Hastings Caves represented around 1000 tickets
A conversation held with manager of Hastings Caves indicated that they are very supportive of improving visitor services within Geeveston and are very keen to be involved in establishing a greater level of interpretation and promotion of the experience
Assessment of Geeveston as a Visitor Destination
Based on an assessment of the total list of tourism related businesses for the region there are clearly some significant strategic gaps that need to be addressed for Geeveston and the South to generate greater yield from organic visitation and encourage growth of tourism market share
Most notably the major gaps in developing a more robust tourism economy are as follows
Gap Indicators
Inadequate visitor information services There are estimates of as many as 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek visitor information about surrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unable to purchase or book anything other than tickets to the Tahune Airwalk The closest TTIC is located at Huonville
Undersupply of accommodation options for all segments of the tourism market
In 2014 visitors stayed a total of 140297 nights in Huonville and 75365 in Cygnet a total of 215662 nights The number of visitor nights captured in Geeveston has significantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston is relatively unchanged and there is opportunity to capture a larger share of visitor nights
Undersupply of wilderness and agritourism As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 17
attractions and experiences wilderness waterways and environmentally based tourism experiences Considering the proximity of two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks and the strength of the agricultural sector an assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
Undersupply of hospitality services to satisfy visitor requirements
An assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of hospitality services for visitors There are a total of three hospitality providers in Geeveston
Bakery
Cafeacute
Massaki Sushi
It is noted that there is an inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there is opportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
Lack of dynamism and contemporary presentation for the history and heritage of the region
Capital expenditure on the streetscape and the main street buildings has been very minor with little change over many years
The format of the current Geeveston Forestry and Heritage Centre displays is not contemporary and is not managed to actively encourage re-visitation
An obvious gap in the appeal of township facilities and amenities to encourage a feeling of comfort and enjoyment ie creating social spaces in which people want to stay and spend time
General visitor services are not up to standard compared to other places with high quality facilities
The recognised natural advantages that the region holds in terms of wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the far south are well noted as ldquoday triprdquo destinations from Hobart or Huonville Geeveston needs to reposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 18
Geeveston Town Hall Precinct
Geeveston Township Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated as a visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community business model
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has a strong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelings of well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wish to activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see as valuable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania do not intend to continue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This business includes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestry operations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays and similar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver of visitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction with visitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the area Geeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead the Forestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centre have shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for the township and all tourism and visitor activities the region has to offer
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 19
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatly interested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to be regularly involved Even the Geeveston Records and Historical Society are rarely involved in the site to organize events or to manage the presentation layout for the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalk tickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from this activity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas Some observations include
The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy the place
The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural advice to plan for
contemporary commercial and community use
The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access and to
appreciate the surrounding offering of main street Geeveston
There is ample parking adjacent to the building that already services commercial and private road users
The building is within close proximity to Heritage Park that currently has a master plan under development
The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to other sites
of this type
Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great potential for
refitting for multipurpose use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 20
National and International Perspectives
Global Adaptive Reuse Project Case Studies
The following case studies have been gathered from across global markets and showcase some significant adaptive reuse projects Although these international examples are of an industrial scale they provide lsquofood for thoughtrsquo and inspiration
Battersea Power Station England
Images Battersea Power Station and Keith Evans
Easily one of the most recognised landmarks on the banks of the River Thames in London Battersea Power Station has been lying abandoned for decades Like the old power station just around the bend of the river ndash the Tate Modern ndash there have been calls to pull down the dilapidated structure for a number of reasons Some said that due to its size it would be too expensive to redevelop others claimed that the elements had given it such a bettering over the years that it had become relatively unsound Now after numerous failed attempts to revive the building and immediate area plans for one of the biggest redevelopments the south bank of London is yet to see are afoot and they certainly look impressive Proposed by Dublin-based Treasury Holdings the new design will see a mainly industrial area of London go green which is what the potentially lucrative Nine Elms area around Battersea has been crying out for The new pound55bn scheme includes plans for 3700 homes built alongside offices shops and restaurants on the 40-acre site The famous chimneys are to be restored to their former glory and the landmark building will house a conference centre among other things The new plans will also offer uninterrupted views of the Palace of Westminster on the opposite banks one of the stipulations of the new development and the reason Treasury Holdings earlier plans which included a huge lsquoeco-domersquo (pictured above) were rebuked
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 21
Sewage Silos Netherlands
Images Arons en Gelauff
Early in 2009 Amsterdam city planning ran a competition for an adaptive reuse project concerning a former sewage treatment plant in the Zeeburg district of the city The winning design was a proposal for a multifunctional cultural centre which would house exhibition spaces a media centre movie theatre and theatre hall crowned by a rooftop restaurant in one silo and an open rooftop playground in the other
The winning plan was inspired by Hollandrsquos most popular childrenrsquos book author the late Annie MG Schmidt hence the playfulness of the design Arons en Gelauff architects involved in the project said the main aim was to ldquobreathe new life into the silos transforming them into an inspiring and lively place which will help shape the character of the new Zeeburgereiland housing districtrdquo The Annie MG Schmidt House is marked for completion in 2011
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 22
Gasometer City Vienna
Images Andreas Poeschek and via Dornob
One of the most successful residential reuse projects is Gasometer City in Vienna Austria Four immense disused gasometers were successfully revamped in the late lsquo90s and have since become infamous in the world of adaptive reuse
Built in 1896 when Viennese authorities decided to invest in large-scale coal gas and electricity supplies the gas plant serviced the locale and beyond for a good 88 years until it was shut down permanently in 1984 after natural gas supplies took over Although life in the cylinders didnrsquot completely disappear raves were hosted from time to time popular because of the acoustics inside the drums and one housed a set for the movie James Bond The Living Daylights Then in 1995 the decision was made to revitalize the gas plant
With the proviso that the brick exterior of the gasometers was to be kept intact each gasometer was remodelled by a particular architect Jean Nouvel (Gasometer A) Coop Himmelblau (Gasometer B) Manfred Wehdorn (Gasometer C) and Wilhelm Holzbauer (Gasometer D) all four with specific zones for living working and entertainment The result produced a vast walled city within a city The unique redevelopment has since become a sought after place to live with a close-knit inner community and is looked upon as a very successful example of adaptive reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 23
Tate Modern London
Images Walk Talk Tours Jim Linwood Bleuchoi Andrew Dunkley and The First Word
Reaching high into Londonrsquos skyline is the Tate Modern a magnificent old oil-fired power station which now houses an international collection of contemporary art dating from 1900 onwards It has become the most visited tourist attraction in London surpassing even the National Gallery and the British Museum and the most visited modern art museum in the world
Designed by Sir Giles Gilbert Scott who incidentally also designed Battersea Power Station and one of Britainrsquos other iconic symbols ndash the red telephone box the original Bankside Power Station was built in two stages from 1947 to 1963 finally turning off the pumps in 1981 For a long time the building was under the beady eye of developers who were quick to mark it for demolition but after impassioned pleas by campaigners to save the building were heard a competition for redevelopment ensued and at the beginning of 1995 Swedish architects Herzog and de Meuron won the battle to build Londonrsquos next big thing
The gallery opened to much acclaim in 2000 and has attracted more than 30 million visitors since Its success is partly due to its situation on the banks of the Thames but also because of the use of space within the building The main Turbine Hall a huge space of 3400 square metres that once housed the main electricity generators was fortunately left in its original form providing a vast gallery for art installations that often require public interaction and appreciation of the space It is this space and its ability to be so successfully transformed time and time again that has changed peoplersquos perceptions of art which is no doubt so much more than the architects were hoping for in their redesign
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 24
Water Plant Berlin
Images via One Eight Nine
When two artist friends Michael Elmgreen and Ingar Dragset decided to set up a livework space they didnrsquot bargain on getting such a good deal For just US$700000 the DanishNorwegian pair purchased a disused water pumping station in suburb very close to Berlin City Centre The building had been left empty since the early 1990s with few interested buyers as it was located in the middle of a residential district ndash no longer right for industrial use and too awkward to be tackled by some developers ndash so Elmgreen and Dragset jumped at the chance to work their magic on the generous space
The artistic partners who have exhibited around the world enlisted the services of two young architects Nils Wenk and Jan Wiese to help transform the pump house into an artistrsquos workspace and home It was important they applied concepts from their art into the redesign and a love of spatial challenges saw them breaking down more walls than were built
ldquoWe deliberately made the borders between the work and living spaces fleetingrdquo Ingar Dragset told the New York Times ldquoThe combination of vast floor space and the small quirky nooks means you can be very hidden here or very exposed depending on your moods or needsrdquo
Even after getting happy with a sledgehammer the old water pumping station now accommodates two separate private areas for the artists a generous kitchen four bathrooms an attic living room and some of the most spectacular light-filled living and working spaces
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 25
Cafeacute Restaurant Amsterdam
Images Wili_hybrid and Cafe Restaurant Amsterdam
Housed in a former water-processing plant Cafe Restaurant Amsterdam is one of the cityrsquos chicest eateries Dating back to the late 1800s the building is left mostly intact with the main pumps proudly on display in the main part of the restaurant The large space is lit with huge floodlights in the evenings reclaimed from the former Ajax and Olympic football stadiums in the city The interior may look crude to some but to other it offers a unique dining experience and will always provide a talking point when therersquos a lull in the conversation
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 26
CasaComvert Milan
Images Giuliano Berarducci and studiometrico
A number of years ago clothing design company Comvert asked Milan-based interior architects Studiometrico to find a new HQ for their growing company that would fit a very particular brief Comvert ndash a company founded by four skater friends in 1994 design produce and distribute snowboards clothing and accessories for both skate and snow boarders under the brand name bastard ndash wanted their new space to house their flagship shopfront a design studio office warehouse and a useable skate bowl all within the one building And in spring 2005 Studiometrico came up trumps they had found an old 1950rsquos cinema big enough to fulfil all Comvertrsquos needs
Studiometrico retained as much character of the old building as possible in fact the foyer which is now the administration centre of the building looks relatively untouched while the dress circle has been converted to an amazing design studio and office space providing the perfect creative working area But it is the suspended skate bowl that makes the refit so successful Hanging six metres about the warehouse space the skate bowl affectionately known as bastard bowl fills what was once the void above the seating area in the cinema and is the main pride and joy of the Comvert partners who must have to pinch themselves when they go to work every morning ndash if only everyone was so lucky
Source httpwwwarchi-ninjacomexcellent-examples-of-adaptive-reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 27
Australian Town Hall Redevelopment Project Case Studies
The following examples of adaptive reuse of public town halls and civic buildings within Australia are of a smaller scale and are a much more direct comparison to the Geeveston Town Hall situation Although many of these are larger buildings and in larger population centers the historic use and new use opportunities are similar The desk research process has uncovered summary information and we have held an interview with the most relevant project (Murray Bridge Town Hall South Australia)
Ballarat Civic Hall Redevelopment ndash City of Ballarat Victoria
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 28
In 2012 SGS Economics amp Planning were commissioned by the City of Ballarat to explore options for reuse or redevelopment of the existing structure of the Civic Hall as a performing arts andor function venue and detail a shortlist of preferred options This could extend to options that involve partial demolition alterations or additions to the building
The full suite of uses of the Ballarat Civic Hall as a performing arts or function venue was scoped through discussion with the City of Ballarat and included
Performing Arts Uses Function Uses
TheatrePlayhouse
OperaticBallet Theatre
Multipurpose Performing Arts Venue
Secondary Education Performing Arts
Tertiary Education Performing Arts
Performing Arts Training Facility
Exhibition Venue
Conference Venue
Reception Centre
Nightclub
Live Music Venue
Dance Hall
Offsite School Function Facility
Cinema
Two other uses were identified for the site
University Student Accommodation
Visitor Information Centre (VIC)
Each potential use identified was analysed against demand and supply with reference to demographic and visitors data If there appeared to be insufficient demand to support an activity even as part of a shared facility at the Civic Hall it was eliminated from the process
The following uses of the Civic Hall appeared to be supported by demand and were largely compliant with Council policies for the use of publically owned and administered spaces
A multipurpose venue that accommodates medium to large exhibitions (ideally 1000 ndash 2000 square metres) and performing arts classes training and
performing arts company administration offices (This could theoretically be achieved with the use of moveable partition doors to create divisible spaces for
exhibitions and performing arts spaces)
A mid-size (greater than 300 and less than 3000 patrons) indoor live music venue
A range of financial modelling and social impact assessment was undertaken on the two preferred options
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 29
Societal cost benefit analysis demonstrated that the multipurpose venue option would not provide sufficient community benefits to outweigh the cost of redeveloping and operating the Civic Hall Financial analysis showed that income from the various uses of the site as a multipurpose venue would be insufficient to offset the publically incurred cost of operating the facility for this purpose
Societal cost benefit analysis demonstrated that the live music venue option provided significant user benefits to live music event attendees and increased the offering of live music performances (across a variety of genre) in Ballarat However a live music venue would result in a weak positive cash flow during the operating phase with a failure to pay back the initial investment
Source httpwwwballaratvicgovaumedia1867737ballarat_civic_hall_reuse_redevelopment_final_reportpdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 30
Bay Discovery Centre amp Glenelg Town Hall Service Review ndash City of Holdfast Bay South Australia
In February 2008 Hudson Howells was engaged by the City of Holdfast Bay to undertake a review of the Bay Discovery Centre (BDC) as a community and visitor service and evaluate the current and future commercial tenancy options for the Glenelg Town Hall (GTH) building as a whole with the goal of making the BDC and the GTH building generally more financially viable for Council
It is noted that the City of Holdfast Bayrsquos Economic Development Strategy has three key objectives
Tourism
Shopping amp activity precincts and
Business development and employment generation
The question is whether the GTH is the right location for the BDC and whether the GTH could be put to an alternative use that would generate a better community benefit
A stakeholder workshop identified the high priority space usage and tenancy options for the BDC and GTH generally as
Tourist visitor information centre
Combined library Internet history centre Council customer service centre with cafeacute coffee shop
Museum of South Australia
Gift shop ndash merchandising souvenirs
Glenelg Town Hall
The GTH is in an outstanding location but the design of the building its faccedilade and its heritage listing conspire to severely limit its commercial appeal
Council has the BDC as a tenant but it is questionable whether this is the optimum location for a museum interpretive centre
The building lacks lsquostreet presencersquo and this is likely to be an ongoing problem given its state heritage listing
This attribute makes the building unattractive to potential retail and hospitality tenants but might not be such a problem for the professional business services
sector This makes attracting additional tenants problematic
The faccedilade of the GTH is dull and uninviting and the Moseley Square entry foyer is not overly welcoming
Parts of the GTH are in disrepair and a large amount of space is under-utilised
Given its location a significantly refurbished GTH site could generate the following income
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 31
Retail space $700 - $800 per square metre per annum
Restaurant space $300 - $500 per square metre per annum
Office space (new) $300 per square metre per annum
o In its current state the GTH might generate in the order of $100 per square metre per annum as office space
Other possible options identified for the Glenelg Town Hall include
Boutique hotel
Grannypackers lodge
Function conference centre with or without a hospitality training school
If the GTH was converted into a hotel lodge or function centre what would become of the BDC
Bay Discovery Centre
The BDC has recorded significant visitor growth over recent years
The BDC plays a major role in entertaining informing and educating not just the Holdfast Bay community but also national and international visitors
The BDC has relatedly high running costs
The BDC has little visual street presence ndash potential visitors typically need to be lsquoalertedrsquo to discover it
The BDC has little in the way of neighbouring establishments that are likely to draw foot traffic
The display space lacks flexibility and is constrained by limited floor space
The gallery space is on the mezzanine floor
The BDC is located away from other Council services notably the history centre the libraries and the customer service centre
There was strong support at the stakeholder workshop for a lsquoone stop shoprsquo that would include a customer service centre history centre library internet cafeacute community centre museum and visitor information centre In addition a volunteer training centre could be considered for inclusion
Conclusions
There are opportunities for the BDC and GTH to become revenue neutral
There is a broader strategic issue which needs to be addressed by Council and that is one of potentially consolidating a range of Council services into a lsquoone stop
shoprsquo
The GTH is currently under-utilised but has the potential to be adapted to more suitable economically viable uses such as a boutique hotel grannypackers
lodge or function conference centre with or without a hospitality training school
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 32
The Visitor Information Centre incorporating a gift shop currently operated by the Dolphin Cage could form part of the BDC and contribute in the order of
$90000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to introduce an entry fee which could contribute in excess of $100000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to increase revenue from school groups and bus tours to offset the BDCrsquos operating costs
Stage 2 of this project will comprise a Key Issues Paper and Recommendations specifically addressing issues critical to the BDC and the GTH becoming revenue
neutral Council operations
Source httpswwwholdfastsagovauwebdataresourcesminutesAgendas294_-_Attachment_3a_-_240608pdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 33
Gawler Connect ndash Town of Gawler South Australia
Gawler Connect is an exciting new proposed infrastructure project aiming to rejuvenate Gawlerrsquos Town Hall Institute and Main Street into an Arts Cultural and Community Hub The population of Gawler is predicted to double to 40000 in 10-15 years and there will be an increasing demand on civic and community services
The proposed project will create a lsquoSmartrsquo Library Youth Lounge amp Multimedia Performance Space Cultural Heritage Gallery and Heritage Research Centre Community Arts Space a new National Broadband Network Co Office and Business Incubator Center as well as a street front Tourism and Visitor Centre and Cafeacute with multipurpose spaces available for community use
Gawler Connect will create a vibrant regional Cultural Hub ndash bringing people together in a safe and freely accessible space that inspires all generations through the provision of a range of state-of-the-art spaces and services with an arts and cultural focus The inclusion of a new Tourism and Visitor Centre and Cafeacute co-located with an interpretive heritage gallery fronting the main street will create a vibrant focus and have a flow on effect in attracting visitors and new investment into cultural tourism and the region
Key features
A lsquoSmartrsquo interactive Library with state-of-the-art IT facilities
A National Broadband Digital Services Centre
Digital Media Arts amp Cultural Performance Spaces
Cultural Heritage Exhibition Gallery
A Multi-media Youth Lounge
Heritage Research Centre
Business Incubator Program
Tourism amp Visitor Centre
Cafeacute
Council Customer Service Desk
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 34
Benefits to the community amp region
A major infrastructure project creating local job opportunities
Restoration conservation and adaptive re-use of two State heritage-listed buildings
Significant art heritage and cultural collections on display
Provide space and support for local and regional performing artists
Revitalisation of Gawler Main Street precinct
The project timeline is proposed from October 2013 to December 2016
Council-managed cash contributions for the overall project of about $25 million are proposed (this is in addition to the other allowable Council matching contributions) Council is proposing to raise about 60 of the additional $25 million from a range of potential partners including regional corporate businesses businesses involved in major developments in the region tertiary institutions the State Government and a Community Fund
Source httpwwwgawlersagovaupageaspxu=737
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 35
Murray Bridge Town Hall Cultural Precinct Study ndash The Rural City of Murray Bridge South Australia
Images from Grieve Gillet httpwwwgrievegillettcomaumurray-bridge-town-hallc1n3l
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 36
In 2008 Grieve Gillett was engaged by The Rural City of Murray Bridge to provide a Feasibility Study for the re-development of the Town Hall ndash a significant community asset The Council wishes to develop the Town Hall into a multi-purpose complex of excellence catering to the arearsquos diverse range of community groups residents and visitors
The study looked at options for transforming the building into a multi-purpose lsquoCultural and Performing Arts Centrersquo along with associated works to redevelop the street area on Sixth Street
To complete the Feasibility Study Grieve Gillett carried out the following
Preparation of floor plans of the existing building
Review of the current capacity of the building structure in line with Councilrsquos reports from consultantrsquos relating to the condition assessment defect audits and
structural assessments
Assess and identify user needs and any potential user gaps of the Town Hall facility
Determination of desired usage and development scenarios
Preparation of concept designs that will cater for proposed future uses
Preparation of the estimate of costs of proposed alterations to the building
Options to re-develop Sixth Street between Bridge Street and Fifth Street into a pedestrian-friendly precinct in conjunction with the Town Hall Re-
development Specifically Council requested an exploration of
o Mall with no vehicular movement
o One way road and widened footpaths
o Shared Zone
Presentations of proposals to Council and the Town Hall Project Management Group
Option 1
This option reclaims part of Sixth Street and extends the building to the full extent of the existing pavement line Sixth Street itself becomes one way with traffic travelling in a westerly direction The building opens out onto a plaza area providing additional foyer space suitable for alfresco dining A wide footpath runs alongside following the slope of the land whilst a new ramp is provided at the west end of the building to provide access for people with disabilities at that end
A small through-lift is provided in the north-east corner of the building adjacent to the north-east entry to allow disabled access to the first floor This allows the first floor area to be potentially leased out providing the Council with rental income
A small commercial kitchen is also located in the north-east corner
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 37
In the Hall itself the performance space has been relocated in front of the proscenium arch The stage itself has been removed and the space reutilised as storage areas and an access change room Retractable tiered seating is installed in the space within a partition wall that also forms the theatre lobby
On either side there are stairs to the gallery floor level providing additional seating and the control room
The roof over the new foyer in Option 1 has a 29deg pitch with the roof meeting the existing south stone wall above the existing first floor window line (refer to drawing 07027-SK-05 Long skylights are provided at regular intervals to allow an abundance of natural light
Option 2
Option 2 follows the same plan arrangement as Option 1 but the proposed foyer area is enclosed in a 2-storey high glazed Foyer with solid corners (refer to drawing 07027-SK-06) Our Cost consultant has advised that Option 2 will cost in the order of $560000 more than Option 1
Major Considerations for the Study
Carparking ndash Aim of increasing the general pedestrian amenity of the precinct without reducing the number of car parking spaces that currently exist
Traffic ndash Consideration of a mall with no vehicular movement a one way road with widened footpaths and a shared zone
Pedestrian Mall ndash The advantages of creating a pedestrian Mall would be far outweighed by the disadvantages of loss of car spaces loss of through access and management of delivery and emergency vehicles
Shared Zone ndash A shared zone results in a compromised pedestrian zone and a compromised vehicular solution A one-way solution will improve pedestrian amenity while maintaining good vehicular access and retain on-street parking
Cost Estimate
Total cost including associated fees (ex GST) = $5929000
Potential Income
The upgraded The Town Hall will have a range of facilities that will be capable of generating income
First Floor Offices - 195 square metres of office space for lease on the upper level This will be accessible direct from Bridge Street with its own street address
Current commercial rentals in Murray Bridge suggest that a gross annual rent in the order of $3500000 could be expected
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 38
Other income generation opportunities include
Cafeacute
Kitchen (either linked to the cafeacute or as a separate entity for catering opportunities)
Auditorium and Foyers (community functions weddings conferences corporate training
Source httpwwwmurraybridgesagovauwebdataresourcesfilesgrieve_gillet_reportpdf
Notes from Interview with Murray Bridge Town Hall Project
Summit Strategy conducted a phone interview with Faith Box Team Leader Community Development at the Rural City of Murray Bridge in South Australia to gain further information and insights into the redevelopment of the Murray Bridge Town Hall
The project commenced in 2003 and six years of Council planning took place before the Town Hall redevelopment commenced
Some local art groups took residence in the largely unused Town Hall building and developed a small art gallery ndash the visual art concept for the building grew
from this
A project management team was established and made up of elected members Council staff community stakeholders project architect and local builder
Membership changed over time as the project progressed
It was noted that the architect needed to have extensive theatre design experience
It was never intended for the building to be self-sustaining Council was aware that it would need to subsidise the operation of the building
Murray Bridge has a population of around 29000
Primary Uses The redevelopment was staged as follows
1st Stage
Murray Bridge Regional Art Gallery Premium art space which became a visual arts hub First stage showed the community the potential the building could have
2nd Stage
$750000 renovation ($500000 from Country Arts) Sculpture Court Shared space
3rd Stage
$4M redevelopment of rest of building
Auditorium ndash state of the art AV lighting seating etc
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 39
Workshop spaces for visual arts
Storage spaces
Green rooms meeting rooms conference spaces
Office space ndash for some Council staff
Foyers
Kitchen
Dressing rooms
Amenities
Options for Sixth St
Options for Sixth Street are currently under community consultation
Sixth Street is in the centre of town
Strong willed business stakeholders are worried about losing parking outside their businesses
Council plan to continually upgrade the street to become a shared space but as a gradual process
Governance amp Income
Managed by Council ndash wages maintenance etc
Some formal arrangements ie one community group gets free use of spaces in return for running gallery shop
Some bookings are charged to user exhibitor but most exhibitions are sourced and paid by Council
No charge to consumers for gallery viewing
The cost to Council per annum is significant
Building could never be completely self-sustaining ndash performing arts could be but visual arts cannot
Challenges
Heritage listed building in centre of town
Ingrained in community ndash didnrsquot want to see building knocked down
Strong willed stakeholders ndash including business owners in Sixth Street
Potential loss of parking in Sixth St
Not self-sustaining
Long planning process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 40
Stage One Stakeholder Engagement
Stakeholder Meetings
Andrew Towns from Summit Strategy has had conversations with a range of community and industry stakeholders in relation to this project These include
Huon Valley Council Councillors
Huon Valley Council Officers
Foresty Tasmania
Tahune Airwalk
GeCo
Geeveston Archives and History Society
Hastings Caves amp Thermal Springs
Destination Southern Tasmania
Makers on Church Street
Southern Furniture Design Centre
Harcourts Real Estate Huonville
Bendigo Bank
Masaaki Koyama
Cassey Faux
Amy Robertson
Leanne McKinnon
Henrietta Manning
Stakeholder Workshop
A stakeholder workshop was held on Wednesday 13th May 2015 at the Geeveston Town Hall The purpose of the workshop was to meet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building including
The importance of the Town Hall to the community living in Geeveston and the visitors to the area
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 41
The role of the building in the mix of retail and tourism service offerings within the township and
Opportunities for development of the building
The workshop provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building This input has been utilised in developing the ldquoVision and Objectivesrdquo section below and the potential future uses for the building
Objectives Identified by Community Stakeholders
From stakeholder discussions to date a number of key issues have been identified that are the drivers of value and sustainability for the Geeveston community
It is important to recognize that there are many community and business groups who will be affected by the performance of the Town Hall and it is thought that the building and its future use will have a direct impact on many facets of the life of people in and surrounding the township and the Huon Valley Region
The objectives recommended below have been distilled from various community input and detailed discussion with Huon Valley Council The stakeholder workshop held on the 13th May 2015 elicited the following overarching objectives and goals that the building should aspire to
The question was asked ldquoWhat are some valid objectives for the site or put another way what should our Town Hall be a part of achieving for the placerdquo
Objective Goal Classification
1 Be owned and run by the community ndash direct involvement Eg Community Board of Management
Governance
2 Be a driver for visitation to Geeveston ndash including overnight visitation To encourage a longer length of stay
Economy ndash Tourism
3 Boost the local economy Economy
4 Be an attraction in its own right separate to the Tahune Airwalk Economy - Tourism
5 To strive to be world class Community
6 Reflect the heritage of the area Have links to current amp future development initiatives for the area ie bike track Heritage Park existing retail
Economy ndash Tourism Community
7 Integration of offerings within the area ndash be a connector Community Economy
8 Be respect the culture history and heritage of the area Historical society to be linked to centre but not placed in the centre
Economy - Tourism
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 42
Tell our stories from past current and future Communicate where wersquore going
9 Attract creative industries to the area Economy Community
10 Contribute to the economic and community wellbeing of the local area and region ndash direct benefits Economy
11 Ongoing financial sustainability Operational Sustainability
12 Maximizing the availability of community capital for cost effective resourcing ndash volunteers sponsorship Operational Community
13 Bringing the community together ndash to develop a sense of community pride and ownership Community
14 Inspire and educate our children Community
15 To connect our community and town to the region and to the world Utilise technology to achieve this Internet access for visitors
Economy ndash Tourism
16 Exploit market opportunities that create new offerings and investment Economy
17 Encourage confidence for investment To achieve relevance distinctiveness motivating ndash is our identity right
Economy
18 To be vibrant dynamic and contemporary ndash not a museum Re-think museum
Community
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 43
Potential Uses Identified by Community Stakeholders
The stakeholder workshop identified the potential future use ideas
Gallery space for world-class exhibitions
Flexible events space and linkage to existing events
Agritourism experiences
Food amp beverage offerings o Seafood aquaculture o Fruit ndash apples cherries o Ciders amp wines o Local food hub ndash provedore o Linkage to farmers market
Art amp craft offerings
Timber history heritage and current offerings
Contemporary interpretation of history amp heritage
Access point for National Parks World Heritage Areas
Linkages to waterways
Tourism o Visitor precinct hub o Visitor information centre o Tourism operators o Linkage to Tahune Airwalk amp Hastings Caves
Accommodation
Small business
Restaurant cafeacute
Meeting conference training amp event space
Linkage with external experiences o Heritage Park o Bike track o Geeveston main street ndash pedestrian mall
Township streetscape theme o Heritage of area o Interpretation o Experiences
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 44
Geeveston Town Hall SWOT Analysis
Strengths
Ideal location in centre of township and on the main street
Ample parking adjacent to the building
Close proximity to Heritage Park
Significant and flexible floor space
The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
Highly interested and committed local resident and business community
There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
Existing banking tenant is stable and critical to the function of the town
The building has a long history of supporting tourism history culture and heritage
The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
The building is structurally stable maintainable and low cost in its current form
Weaknesses
In its current format the building does not encourage visitors to stay and enjoy the place
The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main street
Geeveston
The floor space is currently grossly underutilized
The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and businesses in the
area
The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
A very low level of local community engagement and use even though there is a high desire to do so
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 45
Opportunities
Refocus the buildings purpose on engaging visitors and representing its region
Integration of industries through a multi-purpose occupancy model
To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
To position Geeveston via the Town Hall as the gateway to the southwest
To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
To encourage connections to other surrounding townships and attractions
To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through communication of
clear intent and design
To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community groups
volunteer groups)
Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
To encourage investment and employment through the attraction of new business players and industry spending
Threats
Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
Availability of capital funding to redesign the buildingrsquos purpose
Inaction will cause a rapid and continual degradation of the tourism economy for the region
A lack of confidence in the region will constrain further tourism industry growth
The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more important
economically
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 46
Situational Summary
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate community and economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competing priorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses that have far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the site into the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industries within the region to maximize tourism experiences and promote the Huon Valley brand
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the township itself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or a lack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players but it will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse The section following focuses on that task and sets down the development concepts that we believe can be successful with a focus on both the short term requirements and the longer term vision for the township
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 47
Vision amp Objectives
Recommended Vision amp Intent for Geeveston Town Hall
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a community asset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history its natural competitive strengths and inspires a future of collaboration and industry diversity
Recommended Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community To tell our stories amp respect our history
To connect people with each other
To respect the culture history amp heritage of the area
To contribute to community wellbeing of the local area and region
Economy amp Industry To connect our town to the region and the world
To encourage new industries
To encourage employment amp confidence for investment
To offer our visitors great experiences
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
Operational To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
Governance To achieve continuous and stable governance
To achieve ongoing financial sustainability
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 48
Development Strategy Options
In defining an acceptable strategy for development of the Town Hall and also one that has financial feasibility it is important to consider the medium to longer term demand that will be placed on the performance of the building from different sectors of the Geeveston and Huon Valley regional economy
With the downturn in the forestry sector and the unlikely rapid rejuvenation of the sector this cannot be a priority industry to service The forestry industry is a strong theme from the past however and there is significant heritage value in telling that story about the region and one that will be of interest to visitors if told in a compelling and engaging way
The recognised natural advantages that the region holds in wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the more southern region to it is well noted as a ldquoday triprdquo destination from Hobart or Huonville
It is critical that the Geeveston area offers accommodation hospitality social space and additional retail opportunities to visitors into the future The key question is ldquoWhat will be the driver of change to encourage investmentrdquo There must be a catalyst or even a series of them that are integrated that offer private enterprise the confidence to establish operations in the area
Can the Geeveston Town Hall be one of these catalysts to change of the local economy Our argument is that is can be but only for certain purposes of use
It can be a driver of change and development for the following
1 Tourism promotion and visitor information services
2 Vibrant and engaging creative industries (including story-telling and museum)
3 Social and community events of significance
4 Integration and collaboration of industries
Uses that are not appropriate in our view are as follows
Use Reasoning
Manufacturing Significant goods in goods out operations may be highly counterproductive for tourism operations and the linkage to car parking services Additionally materials manufacturing is likely to produce waste that is unsuitable for other uses
Office space (excepting primary purpose office requirements)
Office space is in low demand and is low value and is likely to restrict the volume of use for other purposes that are more important
Accommodation The site will never support the special requirements necessary to develop substantial
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 49
accommodation facilities and is not able to be adjusted easily into the future leaving the site wholly focused on one primary activity
Wholly government funded operations (ie library radio station health offices)
Due to the volatility of government occupancies and the cyclical nature of centralisation and decentralisation government agencies are often a disruptive tenancy for this specific building type Additionally the building is best focused on encouraging private commercial and community enterprise economic development
This feasibility whilst recognising the potentials must also account for the gaps in supply and economic activity
Proposed Scope of Use
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
Economic growth for Geeveston
Visitor Information
Centre
Museum interpretation
centre
Integrated tourism
operations
Seafood experience
centre
Hospitality
(retail)
Community Events
Arts amp culture
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 50
Primary Options for Development and Use
The following table outlines a variety of purposes that we believe are valid for the Geeveston Town Hall however the special characteristics and use detail needs to be further developed in conjunction with the project architect Preston Lane
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
History amp Heritage Museum interpretation center operator
Historical displays and artefacts managed by the community and Geeveston Archives and Historical Society
Moderate at 20 of the site
Funded via visitor donation subsidised by Council (granted use of public assets or donations)
Low impact
Hospitality (Retail) Cafe
Restaurant
Commercial kitchen
Cafeacute and or restaurant with commercial kitchen for community use
Significant at around 20 of the site
Commercial rates for rented area
Potentially significant dependent on design However mechanical engineering likely to be the greatest cost Commercial kitchen is the largest impact
Community Events Flexible space Flexible space available for rental for use by community groups local artisans and commercial operators
Moderate at around 25 of the site
Sessional rates subject to operator approval
Due to the need to be flexible this space is likely to be low cost but will need to be highly durable due to traffic demands
Gallery and exhibition space
Flexible gallery and exhibition space for interactive displays presentations and curated exhibitions
Commercial rates for rented area
Should have a moderate impact if appropriately designed and fitted
Tourism Visitor Information Base for a satellite visitor Minimal at around 10 Commercial rates for Low impact and low
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 51
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
Centre information centre that focuses on Southwest accommodation experiences and attractions Offering retail local goods
of the site rented area cost
Integrated tourism operations
Collaboration of Southwest tourism experiences involving tour operators and guides adventure tourism and agritourism suppliers
Medium at around 10 of the site
Commercial rates for rented area
Likely to be delayed partly funded by building owner and finished by tenant
Seafood experience centre
Showcase of Tasmanian Salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Potential linkage with hospitality operator
Medium at around 10 of the site
Commercial rates for rented area
Potentially a significant cost due to the uniqueness of the experience and subject matter Potentially a long term attraction
Public amenities Public amenities with access from inside the building
Must include a lift to accommodation the elderly disabled and heavy goods
Minor at less than 5 of the site
Non-lettable area Moderate cost but requires significant works due to its current location and state
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 52
Stages of Development
The redevelopment of the Geeveston Town Hall can be broken into three key stages
Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
Stage Two ndash repurpose for the community and visitors
Stage Three ndash encourage service industry growth amp strategic linkages
Stage One ndash Reset the Base ndash prior to Summer 2015
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
To reinstate a Visitor Information Centre on site that also sells local handmade goods either as stock items or on consignment with strong linkages to the designers retailers
The TTIC must have the ability to represent the region in a compelling way there must be clear interpretation of the region
(lower floor)
Significant generator of visitation to Geeveston encouraging increased length of stay and spend
Prior to 201516 peak tourism season ie Spring 2015
Local handmade arts and crafts
Local markets and events
Community engagement
To include a flexible space that can satisfy community events for local and tourism purposes
(lower floor)
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage
Cultural and heritage To reset the museum component to the upper floor only and include a gallery space that could house exhibitions from local and Tasmanian artists
(upper floor)
Moderate refit impact however full implementation would result in a high impact
Staged development is warranted
Stage one would commence immediately ie prior to summer 2015
Full implementation by end 2016
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 53
Stage Two ndash Repurpose for Community and Increase Capacity ndash through to Dec 2016
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Rentable exhibition space for art and craft designers with potentially significant curated exhibitions into the future
Modest to low given the need to meet minimum standards and be a flexible exhibition space Security and environmental quality issues will be primary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural and heritage presentation of the region
ldquoRe-think museumrdquo
Significant on both space utilisation and required quality of fit out
Maximising artifacts and interpretation value
Long term design
Timing unknown at this stage
Community engagement Development of community enterprise taking a proactive hand in utilising the sitersquos flexible area encouraging creativity and connection
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage and how quickly the community enterprises can develop use activities
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercial kitchen that can also run community events
(lower floor)
Significant due to hospitality kitchen requirements and goods storage and inout facilities
Commencement as soon as practicable however operator identification will force a delay ndash Winter 2016 is the ideal development timing
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 54
Stage 3 ndash Encourage Service Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
Creating a tourism hub Potentially some integration of tourist services onsite Yet to be defined in greater detail
Post 2016 summer period
Creating connections with Heritage Park and its development
Some examples include bicycle hire storage of key rentable equipment music festival outdoor arts displays etc
Emerging linkages that are yet to have clarity
Unknown
Creating connection with surrounding townships
ie via bike track maps and presentations
Accommodation and stop over locations Services offered at regional locations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be the marshaling point for all visitors entering for experiences such as boating kayaking biking bush walking and wilderness visits This may require a range of facilities to accommodate
Unknown
Linkages to local industries Creating connections with the aquaculture industry
ie salmon experiences Massakirsquos Sushi alliance
Related to food tourism and food offerings Could be significant if a seafood experience centre is the concept eg aquarium and other features
Unknown
HUON VALLEY COUNCIL
Geeveston Town Hall
FINAL FOR
HUON VALLEY COUNCIL
Geeveston Town Hall ndash The Future
Business Plan
Prepared by
FINAL FOR HUON VALLEY COUNCIL MEETING
20TH August 2015
The Future
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 2
Contents
Executive Summary 4
Geeveston Town Hall Situation 6
The Township of Geeveston 6
Geeveston Town Hall Context 7
Current Use and Use Issues 7
Assessment of the Town Hall Building 8
Geeveston Town Hall SWOT Analysis 9
Situational Summary amp Opportunities 11
Geeveston Town Hall ndash the future 12
Community Engagement ndash Stage One 12
Vision 12
Objectives 12
Scope of Use 13
Primary Options for Development amp Use 14
Design Concept 14
Community Engagement ndash Stage Two 15
QVMAG Comparison and Insights 22
Business Strategy 23
Core Business 23
Differentiation 23
Value Proposition 24
Product amp Experience Offering 25
Economic Impact 27
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 3
Implementation Planning 29
Staged Implementation Overview 29
Detailed Implementation Plan 33
The Business amp Financial Model 37
Business Model 37
Financial Model 38
Governance Model 41
SWOT Analysis 43
Risk Analysis 45
Appendix A 48
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 4
Executive Summary
This business plan has been generated within the context of planning for the future of the Geeveston Town Hall (GTH) within the Geeveston Town Hall ndashthe future project Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council (HVC)as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building and maximisebenefit to the community into future
This project has considered the issues surrounding the economy of the area the previous uses of the building community engagement ideas and feedbackand examples from other parts of Australia and the world in circumstances where a historical public asset requires a new future
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre (VIC)
2 Museum
3 Commercial Gallery
4 Events
5 Hospitality services (cafeacute restaurant)
Architectural concepts have been developed demonstrating how the building could be renovated improving its utility for these purposes and alsoimproving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park and thetownship car park
These concepts have been offered for public consultation and the response from the public has in the main been positive Many residents and interestedstakeholders have rated the concepts highly when comparing them to the vision for the GTH There are issues to be dealt with and such items as publictoilets introducing competitive hospitality services within the town and capturing value from the regionrsquos tourism market have all been raised by thepublic These concerns are addressed in this plan and will be further addressed in future planning efforts in conjunction with HVC and key stakeholdergroups
It is proposed that the GTH be operated in future by an independent new company limited by guarantee (GTH Co) run by a community Board balancedwith representatives from the key stakeholder groups This organisation would contract with HVC for the head lease of the building and would operate thesite as agreed within that document The GTH Co would focus on the various offerings within the business plan and operate a not-for-profit business togenerate economic benefits for the town and the broader region
The redevelopment of the Geeveston Town Hall will take a staged approach and can be broken into three key development stages
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 5
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
Stage one involves the establishment of an operating entity for the GTH building the reinstatement of a Visitor Information Centre on site the redesign ofthe museum to the upper floor and the development of flexible space that can satisfy community events for local and tourism purposes and includes agallery space for community exhibitions
It is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in time for the peaktourism season
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
A critical success factor in the implementation of stages two and any other future development is the achievement of funding to execute the buildingcapital works This would involve grant funding and co-contribution funding
The financial operational forecasts demonstrate that with prudent management the building can be operated at a profit and can contribute rent to thebuilding owner The visitor centre is a significant operational unit which captures value from the available tourism market and positions the town as a keygateway to the far south The building operator will employ staff and contribute generally to the economy of the township as it will require products andservices to operate many of which will come from the local suppliers
There will be a requirement to fund the establishment of the new operating company and also the visitor centre This will need to be in the form of smallassets and also some operational cash flow to enable the commencement of operations HVC must be a leader in the establishment of these newoperations and should consider how they may be funded
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 6
Geeveston Town Hall Situation
The Township of Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk
Total visitor numbers to the Tahune Airwalk have remained steady at around 70000 tickets sold per year for the past 3 years of which around 30 are soldthrough the Geeveston Forestry and Heritage Centre
There are estimates ranging from 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek information aboutsurrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unableto purchase or book anything other than tickets to the Tahune Airwalk and tourism art and craft merchandise The closest VIC is located at Huonville
Furthermore there is an undersupply of accommodation options for all segments of the market The number of visitor nights captured in Geeveston hassignificantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston isrelatively unchanged and there is opportunity to capture a larger share of visitor nights
There is also a gap in the supply of hospitality services for visitors There are currently three hospitality providers in Geeveston and it is noted that there isan inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there isopportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of wilderness waterways and environmentally basedtourism experiences However there appears to be a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
There is a lack of dynamism and contemporary presentation for the history and heritage of the region Capital expenditure on the streetscape and the mainstreet buildings has been very minor with little change over many years The format of the current Geeveston Forestry and Heritage Centre displays is notcontemporary and is not managed to actively encourage re-visitation
Visitors to Geeveston are not inspired to stay and spend time as the current township facilities and amenities lack appeal and do not encourage a feeling ofcomfort and enjoyment
Geeveston has significant issues in relation to the township roadways and how they encourage visitors to enter the main street Signage traffic flow andtownship appeal are all important factors for the future in making Geeveston a more successful township and visitor experience
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 7
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity ofattractions and support services Geeveston and the ldquoFar Southrdquo are well noted as day trip destinations from Hobart or Huonville Geeveston needs toreposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Geeveston Town Hall Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated asa visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community businessmodel
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has astrong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelingsof well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wishto activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see asvaluable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
The Geeveston Town Hall is a public asset owned and maintained by the Huon Valley Council The Council will continue to act as a facilitator of communityand economic development and management of the asset for strategic value into the future But they do not wish to deficit fund the operations of thebuilding into the future Any future operations need to provide long term sustainability
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania does not intend tocontinue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This businessincludes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestryoperations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays andsimilar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver ofvisitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 8
visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction withvisitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the areaGeeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead theForestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centrehave shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for thetownship and all tourism and visitor activities the region has to offer
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatlyinterested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to beregularly involved Even the Geeveston Records and History Society are rarely involved in the site to organise events or to manage the presentation layoutfor the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalktickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from thisactivity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas
Some observations include
bull The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy
the place
bull The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural
advice to plan for contemporary commercial and community use
bull The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access
and to appreciate the surrounding offering of main street Geeveston
bull There is ample parking adjacent to the building that already services commercial and private road users
bull The building is within close proximity to Heritage Park that currently has a master plan under development
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 9
bull The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
bull The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to
other sites of this type
o Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
bull The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
bull The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great
potential for refitting for multipurpose use
Geeveston Town Hall SWOT Analysis
Strengths
bull Ideal location in centre of township and on the main street
bull Ample parking adjacent to the building
bull Close proximity to Heritage Park
bull Significant and flexible floor space
bull The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
bull Highly interested and committed local resident and business community
bull There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
bull Existing banking tenant is stable and critical to the function of the town
bull The building has a long history of supporting tourism history culture and heritage
bull The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
bull The building is structurally stable maintainable and low cost in its current form
Weaknesses
bull In its current format the building does not encourage visitors to stay and enjoy the place
bull The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
bull The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main
street Geeveston
bull The floor space is currently grossly underutilized
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 10
bull The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
bull The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and
businesses in the area
bull The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
bull A very low level of local community engagement and use even though there is a high desire to do so
Opportunities
bull Refocus the buildings purpose on engaging visitors and representing its region
bull Integration of industries through a multi-purpose occupancy model
bull To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
bull A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
bull To position Geeveston via the Town Hall as the gateway to the southwest
bull To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
bull To encourage connections to other surrounding townships and attractions
bull To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through
communication of clear intent and design
bull To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community
groups volunteer groups)
bull Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
bull To encourage investment and employment through the attraction of new business players and industry spending
Threats
bull Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
bull Availability of capital funding to redesign the buildingrsquos purpose
bull Inaction will cause a rapid and continual degradation of the tourism economy for the region
bull A lack of confidence in the region will constrain further tourism industry growth
bull The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
bull If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more
important economically
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 11
Situational Summary amp Opportunities
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate communityand economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competingpriorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses thathave far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the siteinto the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industrieswithin the region to maximize tourism experiences and promote the Huon Valley brand Tasmania has an ever-increasing reputation for quality and uniquefood It also has an increasing number of agritourism businesses offering visitors food and beverage and interpretive experiences The Geeveston TownHall is in the ideal region to link in with this significant trend
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the townshipitself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or alack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players butit will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 12
Geeveston Town Hall ndash the future
Community Engagement ndash Stage One
Community consultation has been undertaken during this process in accordance with the Councilrsquos Community Engagement Framework Initially stage onecommunity engagement was undertaken with key stakeholders at a workshop held on Wednesday 13th May 2015 The purpose of the workshop was tomeet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building Follow up discussions were also undertakenwith a range of community and industry stakeholders in relation to this project
The community engagement undertaken as part of stage one provided Summit Strategy with a list of community driven overarching objectives and goalsthat the building should aspire to as well as a range of ideas for the future use of the building This formed the basis for assessment for the feasibility studyand the input has been utilised in developing the following vision objectives and scope of use for the building
Vision
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a communityasset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history and its natural competitivestrengths and inspires a future of collaboration and industry diversity
Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community bull To tell our stories
bull To connect people with each other
bull To respect the culture history amp heritage of the area
bull To contribute to community wellbeing of the local area and region
Economy amp Industry bull To connect our town to the region and the world
bull To encourage new industries
bull To encourage employment amp confidence for investment
bull To offer our visitors great experiences
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
bull To be a driver for visitation to Geeveston a
Operational bull To be active engaging vibrant dynamic and contemporary
bull To be an attraction in its own right
bull To maximize the availability of community capital for cost effective resourcing
Governance bull To achieve continuous and stable governance
bull To achieve ongoing financial sustainability
Scope of Use
In order to achieve the communityrsquos vision and objectivesof tourism with services to promote the region making provision for high quality food and beverageand cultural experiences
Economicgrowth forGeeveston
VisitorInformation
Centre
Hospitality
(retail)
CommunityEvents
Arts amp Culture
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
To achieve continuous and stable governance
To achieve ongoing financial sustainability
vision and objectives for the Geeveston Town Hall it is proposed that the building be setof tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts
Economicgrowth forGeeveston
Museum interpretation
centre
Integratedtourism
operations
Seafoodexperience
centre
Page | 13
nd connect visitors to surrounding offerings
be set up for the primary purposeswhilst supporting a rich mix of community events arts
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 14
Primary Options for Development amp Use
The following primary use options are valid and sustainable for the Geeveston Town Hall into the future The staging of this development is outlined infurther detail under the Implementation Planning section below
The preferred opportunities for initial development are as follows
bull A Visitor Information Centre that provides clear interpretation of the region focuses on selling and promoting Southwest accommodation
experiences and attractions acts as a gateway to the lsquoFar Southrsquo maximises the regions tourism economy and also sells local unique goods with
strong linkages to the creative industries of the region
bull A high quality flexible Gallery Exhibition Space to house exhibitions from local and Tasmanian artists and craft designers with potentially
significant curated exhibitions into the future
bull A fully modernised Museum for cultural and heritage presentation and interpretation of the region
bull A flexible Events Space that will satisfy community events for local and tourism purposes and encourage development of community enterprise
creativity and connection
bull A public lift and amenities with access from inside the building
Further development opportunities in future years include
bull A high quality Cafeacute andor Restaurant underpinned by a commercial kitchen that can also run community events and functions
bull Collaboration of Southwest Tourism Experiences involving tour operators and guides adventure tourism and agritourism suppliers
bull A Seafood Experience Centre to showcase Tasmanian salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Design Concept
Project architects Preston Lane established concept drawings based on the primary options for development and use outlined above The specialcharacteristics and use detail take into consideration the communityrsquos vision and objectives for the future of the Geeveston Town Hall
The concept drawings form Appendix A to this report and demonstrate how the building could be renovated improving its utility for these purposes andalso improving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park andthe township car park
The key elements of the design concept include
bull Maintaining the integrity of the existing building
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 15
bull Celebrating the interior spaces and heritage of the building
bull Improving the appeal of the building within the streetscape through the re-arrangement of traffic flow
bull Providing a more pedestrian scale along the building edges through the widening of the footpath
bull Creating access through the building and providing linkages between the building and external spaces and beyond (towards the park)
bull Providing greater interaction with the building through the form of the extended works (on the carpark side) and
bull Making the new works subtle yet iconic with reference to the past through materials used
Community Engagement ndash Stage Two
From 15th to 24th July Huon Valley Council undertook community engagement to seek feedback on the primary options for development and use of theGeeveston Town Hall
All Geeveston residents and businesses received a letter inviting them to provide feedback via an online survey available on the Councilrsquos website Thecommunity engagement was also advertised throughout the wider region Community members were informed about the process to date the vision andobjectives for the building and were provided with concept drawings The survey contained a mix of both quantitative (data collection) and qualitative(open comment) questions and aimed to gauge the overall community support for the proposal
In total 84 responses were received via the online survey with additional submissions received from community members regarding the concept designs
In summary the survey provided positive results in all the questions raised regarding the proposal Many residents and interested stakeholders have ratedthe use concepts highly when comparing them to the vision and objectives for the GTH
The positive response received from the community engagement process indicates that the community will use contribute to participate in and supportthe future uses of the GTH building thus helping the GTH to become an attraction in its own right connecting people with each other and encouragingemployment and confidence for investment
The online survey results are detailed below
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Quantitative Survey Results
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosiagree) 143 of respondents disagree (choosing 1 ndashscale of 1-5)
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosindash strongly disagree or 2 ndash disagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Page | 16
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosi ng 4 ndash agree or 5 ndashstronglydisagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4respondents disagree (choosing 1 ndash strongly disagree or 2
643 of respondents support the overall concept 131 of respondents do not support the o
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4 ndash agree or 5strongly disagree or 2 ndash disagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1
643 of respondents support the overall concept 131 of respondents do not support the o verall concept while 226 of respondents are unsure
Page | 17
agree or 5 ndashstrongly agree) 226 ofdisagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1 -5)
verall concept while 226 of respondents are unsure
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 18
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurethey were very supportive of the various uses within the building using the services themselves contributing andor participating in events at the site andtaking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurevarious uses within the building using the services themselves contributing andor participating in events at the site and
taking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Page | 19
Positive responses were received to how the community would see themselves engaging with the GTH building into the future The public indicated thatvarious uses within the building using the services themselves contributing andor participating in events at the site and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Demographic Information
Page | 20
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 21
Qualitative Survey Responses
Survey respondents were also invited to provide general comment regarding the proposal There are many comments that applaud the concepts and usesidentified Overall the results of the survey were very positive however it is noted that several areas of concern were raised which broadly cover five mainthemes
A copy of the written comments received via the online survey is included in the Summary of Survey Results report
Area of concern Summary of comments Proposed Response Action
Cafeacute commercialkitchen
Some concerns raised around the inclusionof a cafeacute due to competition in hospitality inthe township However respondents werenot necessarily opposed to a commercialkitchen or restaurant being available in thebuilding
It is noted that the proposed cafeacute restaurant commercial kitchen is not identifiedas part of the stage 1 implementation but will be considered as part of the nextstage of the project
Some respondents included verbatim comments asking for another cafeacute not to beallowed in the town These comments do not seem to have any other basis otherthan to constrain competition in favour of existing shop retailers in the township
This area of community concern is further addressed in the Economic Impact sectionbelow
Public toilets Some concerns raised around the locationand availability of public toilet facilities inGeeveston
The location of public toilets will be considered as part of future stages of projectimplementation
Currently visitors to Geeveston are not inspired to stay and spend time as thecurrent township facilities and amenities lack appeal and do not encourage a feelingof comfort and enjoyment
It is important that the location of public toilets be well considered as the businessplan aims to increase visitation to Geeveston and capture a greater share ofeconomic value from tourism Timing will also need to be considered in terms offuture stages of implementation and other developments being undertaken in thetownship
Traffic management car parking
Some concerns raised around the impact ontraffic flow from widening the footpath in
Traffic management considerations will form part of the planning in futureimplementation stages and would need to comply with relevant procedures and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 22
Church Street and car parking availability inGeeveston
regulations
Geeveston has significant issues in relation to the township roadways and how theyencourage visitors to enter the main street Signage traffic flow and townshipappeal are all important factors for the future in making Geeveston a moresuccessful township and visitor experience
Timber veilsurrounding thebuilding
Some concerns raised that timber and steelwould not suit the timber heritage feel ofthe Geeveston township
It is noted that the concept drawings provided to the community incorporating thetimber and steel veil are concept only at this stage and that final plans will not beapproved until future stages of the plan are implemented
Sale of TahuneAirwalk tickets
Concern was raised that there was nomention of the sale of Tahune Airwalktickets in the building
It is regarded that the sale of Tahune Airwalk tickets is a critical componentattracting visitors to the township of Geeveston and also an important point ofvalue capture that can assist in sustaining Geeveston Town Hall operations The saleof Tahune Airwalk tickets is part of all stages of the Business Plan and included inestablishment of a fully functioning Visitor Information Centre on site
QVMAG Comparison and Insights
Richard Mulvaney Director of the Queen Victoria Museum and Art Gallery (QVMAG) was interviewed to gain a perspective on the donations policy andvisitor engagement experience of the QVMAG
Annual visitors to QVMAG are around 138000 visitors per annum The museum is a significant facility incorporating many partner and allied organisationsIt is a major draw card for the city of Launceston and a significant events venue With an operating budget of approximately $32M from State of Tasmaniaand around $12M from Launceston City Council the facility is a large publicly run enterprise
Their donations experience is that they achieve less than $2 average per visitor However it has been noted that the profile of visitors is important to this asa high proportion of locals would reduce donation performance It is noted that GTH has a high proportion of mainland and international visitors
There are three donations boxes within QVMAG They are constructed as double sided as many visitors will donate on the way out at the end of theirexperience Merchandising and museum shop is an important element that augments the museum and gallery experience Also the hiring of rooms formeetings and events is a great way to encourage visitation and involvement of the business and various industry communities
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 23
Business Strategy
Given the economic and social situation of the Geeveston Township and its surrounding region it is critical that drivers of economic demand and progressare in place for the future The investigations and concept developments at the time of developing this business plan are focused on development of theGeeveston Town Hall and the business concept behind it that will drive the economy of not just the township but also the broader region
This strategy must be focused on delivering the strategic development of this key public asset to create a building and experience of significance to drivesocial collaboration tourism development and industry development The clear strategy of focusing the building on tourism is compelling particularly forthe purposes of
bull tourism information for the region (incorporating product and experience sales)
bull creative industries (exhibiting and selling regional art and designed goods)
bull agritourism (hospitality food experiences) and
bull history and heritage museum (stories of the past display and exhibition of key artefacts experiences and interpretation)
It is also clear that this building should be managed by an independent organisation to that of its Government owner This has the benefit of ensuring thatcommercial principles underpin the development management and sustainability of the enterprise and its strategic partnerships In doing this Huon ValleyCouncil as ldquoasset ownerrdquo can have a relationship with a single ldquooperatorrdquo This ldquooperatorrdquo can either run internally or outsource the running of the variousservices that the building will offer
Core Business
The core business of the Geeveston Town Hall will be to facilitate the development and management of a significant building that will house services thatare important to the region The core business of the building will relate to tourism and hospitality creative industries and community engagement
The core business must generate economic value for the building to support its maintenance and its services sustainability and also generate flow oneffects to the surrounding economy
Differentiation
The Geeveston Town Hall must differentiate itself from other attractions within Tasmania by using the following factors
1 Creating a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
2 Designing and developing a unique building that is in itself a building of significance within the region and Tasmania
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 24
3 Offering unique experiences to encourage interest
4 Maintaining momentum and dynamism in the content that is onsite to encourage revisitation
5 Achieving greater community engagement and involvement ie development of community enterprise and
6 Gaining involvement of industry players to drive diversity and synergies that generate sustainability outcomes and strengthen the offering and
provide reasons to visit Over time the Geeveston Town Hall will develop greater levels of collaboration between tourism creative industries and
agribusiness sector businesses
Value Proposition
The following are elements of the value proposition for the Huon Valley economy for the development of the Geeveston Town Hall
bull The GTH will become a destination in itself with strong branding and positioning to create an identity for the building and township of Geeveston
bull Geeveston will become a gateway to the ldquoFar Southrdquo driving visitation to the region and capturing an increased share of tourism value through the
promotion and sale of tickets to surrounding attractions and experiences including the Tahune Airwalk
bull The GTH will offer a centralised presentation opportunity for the regionrsquos industries and encouraging greater synergies within industries such as
tourism agritourism and creative industries creating confidence for investment
bull The on-selling and reselling of unique local goods and services will help to support and promote the regionrsquos creative industries
bull The GTH will encourage the development of community enterprise volunteering and community involvement
bull A service level agreement between GTH Co and HVVC will achieve cost efficiencies through staff and technology sharing between the two sites
bull Huon Valley Councilrsquos planned redevelopment of Heritage Park will increase access and linkages to the GTH and the main street and continue to
develop Geeveston as a destination for locals and visitors
bull Proposed traffic management and car parking changes within the township will enable greater access to Geeveston for both vehicles and
pedestrians
bull Staged implementation of changes to the GTH building will encourage other planned changes in the township and allow time to adapt
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 25
Product amp Experience Offering
Purpose Use Use Detail amp Benefit Target Markets
Tourism Visitor Information Centre A Visitor Information Centre that provides clearinterpretation of the region focuses on selling andpromoting Southwest accommodation experiences andattractions acts as a gateway to the lsquoFar Southrsquomaximises the regions tourism economy and also sellslocal unique goods with strong linkages to the creativeindustries of the region
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Creative industries (unique goodsfor sale on consignment)
Integrated tourism operations Collaboration of Southwest Tourism Experiences involvingtour operators and guides adventure tourism andagritourism suppliers
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Seafood experience centre A Seafood Experience Centre to showcase Tasmaniansalmon and shellfish based seafood that Tasmaniaoperates as commercial fisheries Potential linkage tohospitality provider
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
History amp Heritage Museum interpretation center A fully modernised Museum for cultural and heritagepresentation and interpretation of the region Historicaldisplays and artefacts managed by the community andGeeveston Archives and History Society
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
School groups
Community Events Flexible space A flexible Events Space that will satisfy community eventsfor local and tourism purposes and encouragedevelopment of community enterprise creativity and
Local residents
Local businesses workers
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 26
connection Social enterprise
Gallery and exhibition space A high quality flexible Gallery Exhibition Space to houseexhibitions from local and Tasmanian artists and craftdesigners with potentially significant curated exhibitionsinto the future
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries
Hospitality (Retail) Cafe
Restaurant
A high quality Cafeacute andor Restaurant underpinned by acommercial kitchen that can also run community eventsand functions
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries (catering)
Social enterprise (catering)
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 27
Economic Impact
Visitor Information Centre Regional Extension
As has been identified earlier in this plan Geeveston has a significant role to play in servicing visitors to the region and in particular to encourage visitationto surrounding experiences With the significance of the Tahune Airwalk visitation and that to Hastings Caves Ida Bay Railway and Hartz Mountains just toname a few Geeveston simply must perform as a tourism town Its current infrastructure and services are sub-standard and if they do not improve thetown will falter and the region will suffer from a flat or reducing tourism industry
Huonville has operated a visitor information centre (HVVC) for a number of years It has built a model that ensures that it can yield visitor spend based onits visitor profile The current Forest and Heritage Centre (FHC) has more annual visitors than the HVVC These visitors are journeying deeper into theregion and are seeking advice and guidance on what is in the surrounding area and importantly tickets to key attractions
It could be perceived that another visitor centre in Geeveston would cannibalise the sales of Huonville however the two visitor centres should becomplementary and they can be collaborative Even in its current form the FHC is an experience and an important one that is central to the survival of thetown The FHC already outperforms the HVVC on merchandise sales and overall turnover The two sites play different roles in the journey of the visitor andwill sell different product that is more relevant at any point in time This of course will be partly because they will have a different presentation andoffering
Each visitor centre in the region should strive to offer unique experiences and goods if possible however complete diversity is not achievable as there canalso be opportunities for cost efficiencies in stocking general memorabilia and clothing merchandise The diversity of offering onsite is significant enough toencourage multiple visits to VICrsquos throughout the region
The economic impact on the tourism economy in having a visitor centre in Geeveston vastly outweighs any negative impact of minor cannibalization thatmay occur It must also be noted that it is unknown how much opportunity cost is currently being experienced with the FHC in place with greatly restrictedofferings
Geeveston township sustainability and its prospects for growth will be greatly diminished if a visitor centre is not in the town and the surrounding tourismeconomy and community would suffer as a result
Competition in Tourism and Hospitality
There appears to be a gap in the supply of hospitality services for visitors within the township There are currently three hospitality providers in Geevestonbut it is noted that there is an inconsistency in business operating hours lower than acceptable food and service quality and the townshiprsquos services areunavailable or limited after 4pm
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 28
A key element of this plan is for the GTH to be a destination in its own right and a gateway to the lsquoFar Southrsquo Geeveston therefore has a significant role toplay in servicing the increased number of visitors to the township and region and to capture a higher share of visitor spend on food and beverageParticularly during daylight savings months there is opportunity to provide more lunch or early dinner offerings for tourists
A cluster of food offerings ie cafes restaurants within the township will promote both competition and cooperation and grow the townships reputation asa place to eat which is currently lacking Operators will compete to win customers thus encouraging quality product offerings and customer servicedriving innovation in filling gaps within the market
Introducing competitive hospitality providers within the township will aim to raise the level of overall hospitality services and offering to visitors Qualityand appealing food options within the township will help to develop Geeveston as a destination of choice for locals and visitors a reason to visit and tospend time
It is critical that agritourism linkages are in place to support tourism hospitality for the town Quality providers of fresh regional and Tasmanian produce area very important component and the township seemingly has an undersupply of hospitality services of this type particularly of a quality and standard thatis acceptable to interstate and international tourists
Township Performance and Effect on Micro-Economy
This project aims to develop feasible uses for the future of the GTH that will benefit the economy of the region and maintain the building for the future
Geeveston is one of the townships hardest hit by the decline of the forestry industry in Tasmania
The redevelopment of the GTH will bring a new wave of opportunity to the local economy as there will be a raising of the standard of the townrsquos amenitynew service offerings and experiences new employment capital development expenditures increased tourist visitation and commercial development ofthe town in general brought about by competition
Improvement in value capture of the township within the region will have positive ongoing economic impacts for stability for existing businesses andemployment
Without improvement in the township offering and competition the township would not change and keep pace with the demands of the modern touristsettler or business investor
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 29
Implementation Planning
Staged Implementation Overview
The redevelopment of the Geeveston Town Hall can be broken into three key development stages
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
It is proposed that the GTH be operated in future by a new company limited by guarantee (GTH Co) run by a community Board balanced withrepresentatives from the key stakeholder groups The first step in achieving this business plan is the establishment of an operating entity for the GTHbuilding
As part of stage one it is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in
time for the peak tourism season as well as some provision for a community gallery and flexible use space In order to achieve this a number of key
activities would need to occur These include
bull Establishing an organisational structure governance Board and support mechanisms
bull Re-establishment of the visitor centre utilising existing resources and small assets and partnering with the HVVC
bull Resetting the museum and preparing for a new contemporary presentation
bull Seeking assistance with museum for maximising the visitor value from the historical stories
bull Engaging with regional creative industries through the Huon Valley Arts Cooperative Initiative
bull Organising community events that provide value for locals and encourage greater levels of planning sharing and connection with established
activities
bull Organising an initial calendar of ldquoshowcase eventsrdquo for the township and region that would attract Southern Tasmanian visitors primarily for day
trips and visitors from northern Tasmania whilst on intrastate holiday and
bull Establishing an interim identity for the building that signals a change from the current format and function and a transition to the new concept that
can be promoted ahead of time
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 30
Stage one is ultimately a ldquoproof of conceptrdquo stage during this initial stage the Geeveston community and key user groups would need to be engaged with
and challenged to ldquoprove the business modelrdquo before commencement of the stage two developments The key groups include
bull Geeveston Archives and History Society
bull Regional designers artists and gallery owners ideally working through the Huon Valley Arts Cooperative
bull Tourism operators accommodation providers and visitor centre workers
bull Volunteer groups
bull Various other Township associations
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment It is noted that this stage and any future implementation stages would be highly dependent on grant funding and co-contribution funding
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
Stage One ndash Reset the Base
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
To reinstate a Visitor Information Centreon site that also sells local handmadegoods either as stock items or onconsignment with strong linkages to thedesigners retailers
The TTIC must have the ability torepresent the region in a compellingway there must be clear interpretationof the region (lower floor)
Significant generator of visitation toGeeveston encouraging increased lengthof stay and spend
Utilise the existing shop and officeinfrastructure
New tourism and retail display systemsto be implemented
Prior to 201516 peak tourismseason ndash Spring 2015
Local handmade arts andcrafts
Local markets and events
To include a flexible space that cansatisfy community events for local andtourism purposes and include a galleryspace that could house exhibitions from
Low given that use is likely to be a mix ofexhibitions events and meetingsResetting the special layout and creatinga visitor experience that is also a flexible
Likely to be progressive but canrsquotbe too far behind the VICdevelopment
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 31
Community engagement local and Tasmanian artists
(lower floor)
area is the challenge
Detailed planning for the lower floorspace that is not to be utilized by VIC
Cultural and heritage To reset the museum component to theupper floor only
(upper floor)
Moderate refit impact however fullimplementation would result in a highimpact
Staged development is warranted
Initial stage would commenceimmediately ie prior to summer2015
Stage Two ndash Repurpose for Community and increase capacity
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Commercial Gallery with potentiallysignificant curated exhibitions into thefuture
Modest to low given the need to meetminimum standards and be a flexibleexhibition space Security andenvironmental quality issues will beprimary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural andheritage presentation of the region ldquoRe-think museumrdquo
Significant on both space utilization andrequired quality of fit out Maximisingartifacts and interpretation value
Long term design Unknown timing
Community engagement Development of community enterprisetaking a proactive hand in utilising thesitersquos flexible area encouraging creativityand connection
Low given that use is likely to be a mixof exhibitions events and meetings
In line with site development onlower floor
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercialkitchen that can also run communityevents
(lower floor)
Significant due to hospitality kitchenrequirements and goods storage andinout facilities
Commencement as soon aspracticable however operatoridentification will force a delay ndashWinter 2016 is the idealdevelopment timing
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 32
Stage Three ndash Encouraging Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
Creating a tourism hub Potentially some integration of touristservices onsite Yet to be defined ingreater detail
Post 2016 summer period
Creating connections with Heritage Parkand its development
ie bicycle hire storage of key rentableequipment music festival outdoor artsdisplays etc
Emerging linkages that are yet to haveclarity
Unknown
Creating connection with surroundingtownships
ie via bike track maps andpresentations
Accommodation and stop overlocations Services offered at regionallocations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be themarshaling point for all visitors enteringfor experiences Boating Kayakingbiking walking and wilderness visitsThis may require a range of facilities toaccommodate
Unknown
Linkages to local industries Creating connections with theaquaculture industry
ie salmon experiences restaurantoffering
Related to food tourism and foodofferings Could be significant if aseafood experience centre is theconcept eg aquarium and otherfeatures
Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 33
Detailed Implementation Plan
As of 31 October 2015 the Forest and Heritage Centre will cease operation at the Geeveston Town Hall The following table details the majorimplementation tasks for Stage One of the Geeveston Town Hall development with the aim of having a fully functioning Visitor Information Centre andMuseum operating by the end of November 2015 in time for the peak tourism season as well as a community gallery space
Whilst every effort has been taken to identify the key activities that would need to be undertaken to successfully implement stage one final planning andbudget requirements will ultimately need to be undertaken by HVC as the key decision maker and source of seed capital for this venture Of course thefollowing plan and budget may be lower than expected if HVC has the capability to insource some of the establishment works
It is not feasible to provide specific details of implementing further stages at this time but it is noted that any future implementation stages would be highlydependent on grant funding and co-contribution
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 34
Stage One Implementation
Initiative Strategy Task Timing Responsibility Estimated Budget
Establish the OperatingEntity
(Set up stage Sept Oct Nov)
bull Establish legal entity and constitution Sep 2015 HVC $5000-8000
bull Establish representative community Board Sep 2015 HVC $2000
bull Establish foundation budget amp funding Sep 2015 HVC Potentially $15000-$20000
Also linked to TVIN budgetfor assets and stock
bull Finalise human resource plan and recruitment Oct 2015 GTH Co $6000-$8000
bull Execute lease amp other partnership agreements (ie
HVC lease support from Huon Valley Visitor Centre)
Oct 2015 GTH Co $2000
bull Establish tenancy terms with Geeveston Records amp
History Society (for operation of museum)
Nov 2015 GTH Co $1500
bull Set up community support structures
o Establish community events sub-committee
o Hold a community ldquoworking beerdquo
Nov 2015 GTH Co Nil
Establish Visitor Centre
(To be in full operation by 1December 2015)
bull Identify amp purchase operational assets
o Computers amp telephone system
o Office furniture
o Visitor centre signage
o TVIN membership
o Tourism brochure displays
o Retail displays and shelving
Oct 2015 GTH Co Less than $20000
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 35
Initiative Strategy Task Timing Responsibility Estimated Budget
o Initial stock holding
bull TVIN membership Oct 2015 GTH Co Within the above
bull Booking amp reservation system Oct 2015 GTH Co Within the above
bull Refit GTH retail area as Visitor Information Centre
o Booking desk brochure stands racks
poster positions digital signage displays
retail shelving and stands interpretive
display boards etc
o Many items will be made available by
Forestry Tasmania (exact items yet to be
confirmed)
Nov 2015 GTH Co Within the above
bull Finalise HR plan amp undertake staff training Nov 2015 GTH Co Operational budget $2000
bull Develop merchandising plan Nov 2015 GTH Co $2000
(test stock and advice)
bull Finalise budget Nov 2015 GTH Co As above
Reset the Museum
(To be in full operation by 1December 2015)
bull Finalise the commercial agreement with the
Geeveston Records amp History Society
Oct 2015 GTH Co As above
bull Redesign the museum space to the top floor only Nov 2015 GRampHS Unknown but minimal(community project)
bull Seek assistance with interpretive panels Nov 2015 GRampHS Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 36
Initiative Strategy Task Timing Responsibility Estimated Budget
bull Establish a museum operations plan Nov 2015 GRampHS andGTH Co
Nil
Establish CommunityGallery Space
bull Engage with regional creative industries through the
HVC Arts Cooperative Initiative
Oct 2015 GTH Co Nil or minimal
(insourced)
bull Reset dedicated GTH space for community gallery
operations ie partitions and mobile walls
Nov 2015 GTH Co HVCArts Co-operativemembers
Community arts workingbee
Potentially Arts Tas minorsponsorship
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
The Business amp Financial Model
Business Model
Relationship
Tenants
Operator
Owner
Visitor Centre
Internal toGTH Co
The Business amp Financial Model
HVC
GTH CoCommunity
Board
Visitor Centre
Internal toGTH Co
Museum
Outsourced
Gallery
Internal toGTH Co
Cafe Restaurant
Outsourced
Page | 37
Cafe Restaurant
Outsourced
Events
Internal toGTH Co
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 38
Financial Model
The budget for operations of the new venture GTH Co has been created using an approach showing the basis for operations of stage one as a full yearfinancial operational budget forecast The budget has then been built showing the financial impact of more developed operations within a stage two
An overall master budget has been created for the operating entity using the working title GTH Co as well as separate operating budgets for each of thetenants or services operating within the business
Budgets have been cast on an annualised basis due to the uncertainty around timing of start-up and potential capital development periods whereinterruption will be experienced
The core objectives of the financial model are
bull To establish operations on a profit basis using normal commercial principles
bull To ensure that an independent company can be the ldquooperatorrdquo of the GTH that does not require ongoing subsidisation from HVC to remain
feasible
bull To take into account reasonable estimates that follow principles of prudence by overstating costs and understating revenue
bull New operational principles that affect revenue raising have been researched as far as is practicable at this stage based on available source
historical financial data but may require further work
The complete budget papers were tabled at the HVC Workshop on 18th August
Key Assumptions
Several key assumptions have been made in relation to the operating budget and have been built into the Excel cash flow statements These are as follows
Business Unit Stage One Implementation Stage Two Implementation
Visitor Information Centre (VIC) Visitor center sales for attractions in line with historicalperformance Critically the VIC will be selling TahuneTickets along with the normal TVIN accommodationexperiences and products lines
Tahune sales at 30 of total Tahune tickets
Year two growth after renovation Tahune modest growthHastings modest growth 2 CPI price increase across theboard
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 39
Accommodation bookings very low due to locationdisadvantage and local offerings Only 150 room nightsbooked
Stable accommodation bookings at low levels
Merchandise sales based on FHC existing sales plusadditional sales from new stock and consignmentgoods Retention of some existing FHC merchandiseitems to be sought Eg Island specialty timbers andlocal wood crafts
Merchandise growth particularly in regional goods
Stock sales of $150000 at 50 GP
Existing FHC merchandise shop sales are $110K paCOGS at lt 40
Growth in stock sales to $190K
VIC operations run by GTH Co in collaboration withHVVC Some subsidized services paid for to HVVC
No change
All staff employed by GTH Co and staff utilized acrossall functions (inc VIC museum and events buildingdaily operations)
No change
Museum Donations collection based on $18 per donation 12 strike rate
Stable but growing
Contributing rent and electricity No change
Agreement for 40 rent from donations and 10 tostaff costs
Events Minimal events planned for FY16 25 1 eachfortnight Average venue revenue $200 per session
Events growth after refurbishment Some pricing andcommercial terms review due to significant facility change
No labour cost Possible change to labour contribution
Most cost increases borne by external operators using the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 40
Electricity apportioned
Rent applied pa
facility with their own labour
Gallery No commercial gallery operations in FY16
However GTH Co will encourage arts associations toprove gallery concept and offer space at a reducedevent rate for exhibitions
Commercial gallery to launch after refurbishment
Sales of artwork and goods to commence
No budget for capital works at this stage Reliance onvolunteer labour and community contributions for thefirst year
Regionally significant gallery boosts visitor numbers andextends length of stay in the far south
Cafeacute Restaurant No cafeacute or restaurant Cafeacute lease established after renovation during year 2
Rent rates in line with Church St prices $200-250 per weekfor an average cafeacute site
Site Occupancy and Financial Framework
Geeveston Town Hall Co (GTH Co) will hold the head lease for the site with Huon Valley Council GTH Co will have the right to sub-lease the premisessubject to agreed uses and approval of tenants by the full Board of GTH Co GTH Co will negotiate an appropriate rental return with HVC taking intoaccount the establishment costs of the site and the target return for HVC
The holders of tenancies are planned as follows
1 The Visitor Information Centre will be operated by GTH Co and will hold the head lease
2 The Museum will be offered lease terms and be run by the Geeveston Records and History Society The museum will pay rent and also subsidise
staffing costs
3 Events Space is operated by GTH Co and rent contribution will be charged from all revenue received for events
4 A Cafeacute is contemplated for the second period after renovation A lease would be assigned for this space at commercial rates
5 A Commercial Gallery is not planned to launch until after renovation and in the interim arts community members will be welcome to hire space as
per the events space with negotiated pricing terms
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 41
Financial Targets and Contributions
Capital expenditure estimates are currently being prepared and due to the conceptual level of detail are likely to be estimates based on commercialexperience and examples These estimates will be available at the HVC workshop on 18th August and will be provided as part of the complete budgetpapers
Governance Model
The plan for governance is based on the following principles
bull Achieving a community run facility for the benefit of the broader community and economic advancement of the region
bull Encouraging strategic partnerships within community groups public organisations and industry players to achieve greater value for the community
and the building owner than a purely commercial operator could
Governance Proposal
It is proposed that
1 The Huon Valley Council establish a new company limited by guarantee ie Geeveston Town Hall Company (GTH Co)
2 The GTH Co be run by a community Board balanced with representatives from various key stakeholder groups
a The Board needs to have enough members to satisfy the GTH CO community and industry profile
b Board membership may comprise representatives from HVC industry and community
3 The new company would operate as not for profit business and essentially reinvest surpluses into the GTH and its related operations
Board Structure and Operation
It is suggested that an independent Chairman be appointed However if this is not achievable then the Chairman role could be for a fixed term of 2 yearsrotational across the Board members
Board composition may comprise the following
bull Chairman
bull HVC
bull Township associations
bull Key industry players
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 42
It is suggested that subcommittees be assigned by the Board to critical functions that would in turn enable the involvement of community and industrycontributors to assist and provide guidance to key initiatives A single board member could be chair of a sub-committee and could elect to formulatesubcommittee members from the community
The recommended governance model outlined above is for discussion with HVC The final decision regarding governance structure and operation is to bedetermined by Huon Valley Council
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 43
SWOT Analysis
Strengths
bull The Geeveston Town Hall will become an attraction in its own right
bull The reinstatement of a Visitor Centre on site will be a significant generator of visitation to Geeveston encouraging increased length of stay and
spend
o Sale of Tahune Airwalk tickets
bull Long term financial sustainability
bull Town Hall will encourage continuity of employment in the township and on site
bull Efficiencies will be created though the operating entity owning and managing the Visitor Information Centre (VIC)
bull Efficiencies will be created through partnership arrangements between the Geeveston and Huonville Visitor Centre (HVVC) (ie sharing of
technology and staff)
bull Cost savings and intimacy to be achieved through use of volunteers
bull On selling and reselling of regional goods and promotion of local creative industries
bull Creation of greater access and linkages between the building and external spaces and beyond
Weaknesses
bull Start-up organisation with undefined Board
bull Uncertain funding sources and no currently identified seed capital
bull Current museum interpretive content is not contemporary or appealing
bull Reliance on donations to subsidise operation of the museum
bull Gross profit on VIC operations are traditionally low therefore reliance on selling value added Tasmanian products is high at current township visitor
numbers
bull Public toilets must be moved if the overall concept is agreed
Opportunities
bull To create a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
bull To generate economic value for the building with flow on benefits to the surrounding township and region especially within stage two of the plan
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 44
bull To achieve greater community engagement and involvement ie development of community enterprise
bull To facilitate industry involvement and collaboration between tourism creative industries and agribusiness sector businesses
bull Raise the level of hospitality services within the town and offering to visitors
Threats
bull Duplication of visitor information services within the region
bull Cafeacute restaurant competing with existing hospitality businesses in the township
bull If the VIC is not implemented decreased visitation to the town and region resulting in lower VIC bookings commissions and retail sales achieved
bull Ability to encourage revisitation to the area
bull Ability to attract appropriate tenants to Stage 2
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 45
Risk Analysis
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
1 No action taken amp the GTH becomesdormant
H M This would be catastrophic for the townshiprsquos economy
2 Stage one startup capital notavailable
H L Refer point 1
3 Funding for stage two notachievable
M M Commence advocacy lobbying and applications for funding at the earliestopportunity to enable works commencement no later than autumn 2017
4 Building budget for concept is largerexpectations and funder capacity
M L Lobby State and Federal Government on the merits of supporting regionaleconomies for the longer term economic and social benefits
5 Ability to attract appropriatetenants to stage two and beyond
H L At the earliest stage promote the changing nature of Geeveston and itsregion along with the tourism plan for the Huon Valley Early discussionswith likely tenancy applicants are important
6 Township toilets relocation becomesproblematic for HVC capital budget
M M Build toilets relocation into capital works budget for GTH to ensure thatthe overall project works are budgeted taking a holistic view
7 Introducing a second VIC to theregion may cannibalise the sales ofHuonville
M L The two VICs should be complimentary and they can be collaborativeThe two sites will have a different presentation and offering and will selldifferent product that is more relevant at any point in time
Some minor canabalisation may occur but Geevestonrsquos sustainability andits prospects for growth will be greatly diminished if a VIC is not in thetown and the surrounding tourism economy and community would
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 46
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
suffer as a result
8 VIC not authorised to sell TahuneAirwalk tickets and overallcommission revenue is lower thanexpected
H L Provided the new operator has a sound business structure and a goodworking relationship can be developed Forestry Tasmania would givefavourable consideration to the new operator selling tickets oncommission for Tahune Airwalk The industry standard of 15commission would apply to ticket sales
9 VIC retail sales revenue is lowerthan expected
M L Adjust operating costs to suit adjust retail products and pricingGenerate community support to encourage township visitation increasesfrom intrastate markets
10 Tahune take steps to restrict VICsales via significant onlinedevelopment and discounting
M L Communicate the total offering of the GTH to inbound tourists andcreate partnerships with feeders and referrers for travel to GTH
11 Current museum interpretivecontent is unappealing and notcontemporary
H M This is a core issue for the holding of tenancy for the Museum componentIn future the value generated by experiences and offerings will beparamount for feasibility and sustainability
Encourage the Geeveston Records and History Society to seekprofessional help immediately
12 Museum donations revenue arelower than expected
L M Little can be done about this Review and potentially improvecommunications to visitors Bundle a value-add with the museum andcharge an entry price Much is dependent on the strength of the offering
13 Introducing competitive hospitalityservices within the town seriouslyaffects viability of other operators
M L Township operators must stand on their own competitive positioning Iftownship traders choose not to change or offer greater value and aretherefore not preferred then the free market must be allowed to operate
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 47
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
to the future viability of the town
14 Governance structure fails M L Building owner to reset the lease of the building and remove theoperator
Building owner may provide support and guidance in the initial stages ofcompany establishment to ensure a successful first year of trading andongoing partnership in the stage two building development process
Balanced board members and appropriate representatives withprofessional skills are a key issue for governance success
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 48
Appendix A
Architectural concepts have been created by project architect Preston Lane The concept drawings demonstrate how the building could be renovatedimproving its utility for these purposes and also improving the main street of the town including greater open public area surrounding the building on themain street connection to Heritage Park and the township car park
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 49
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 50
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 51
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 52
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 6
Huon Valley Community amp Economic Profile
The Huon Valley is a vibrant semi-rural community located a comfortable 30-minute drive south of the Tasmanian capital city Hobart It is Australiarsquos southernmost municipal area with a population of more than 15000 people
The Valleyrsquos 5497 square kilometres is dominated by meandering waterways and forested hills The regionrsquos fertile landscape produces a dazzling array of quality foods that has helped Tasmania earn its reputation as a food-lovers paradise
The Huon Valley is also a haven for yachting and boating enthusiasts with easy access to the Huon River and DrsquoEntrecasteaux Channel These waters offer world class fishing sailing diving and rowing experiences
Our magnificent waterways are not the only attractions The area is also renowned for its mushrooms wine seafood fruit and other gourmet delicacies The gourmet food festival Taste of the Huon held each year in March is a weekend celebration of the best produce the Valley has to offer
Source httpwwwhuonvalleytasgovauregion
Key Statistics
Resident population 15140
Median age 42
Number of households 5812
Median total household income ($weekly) 868
Unemployment rate 66
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 7
Employment
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 8
Businesses
There are approximately 1175 businesses in the Huon Valley region encompassing Huonville ndash Franklin Geeveston ndash Dover and Cygnet The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 9
Geeveston Community amp Economic Profile
Geeveston is a small township nestled in the lower reaches of the scenic Huon Valley It has a strong apple growing and forestry heritage and today caters for travelers exploring the nearby forests Hartz Mountains National Park and Picton and Huon rivers
Surrounded by rolling hills and the nearby mountains Geeveston has a range of shops eateries and local attractions and a main street full of hand-carved timber sculptures of famous locals
Apple orchards grow in the lush green valleys nearby and during autumn visitors can buy buckets of Pink Lady Crofton Geeveston Fanny Apple Red Delicious Granny Smith and Fuji apples from roadside stalls
Theres also a creative community of artists and makers who sell their wares on the main street and at a regular market
West of Geeveston is the Tahune Forest Reserve and the popular Tahune Airwalk Here you can walk amongst the treetops past rare species some found only in Tasmania The walkway rises up to 48 metres above the ground and extends for around half a kilometre over the Tahune State Forest and Picton River
Source httpwwwdiscovertasmaniacomauaboutregions-of-tasmaniahobart-and-southgeevestonwhat-to-do|page-1
Key Statistics
Resident population 1430
Median age 41
Number of households 549
Median total household income ($weekly) 765
Unemployment rate 77
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 10
Employment
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 11
Businesses
There are approximately 278 businesses in the Geeveston ndash Dover area The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 12
Drivers of Economic Development
Although it is outside the scope of this project to plan more broadly the economy of the region as Council already has an Economic Development Strategy it is still important to focus on the drivers of economic performance as they are related to the Geeveston Town Hall and the overall Geeveston township and surrounding region
Below are performance measures and targets offered for discussion and further clarification within the context of this project It must be recognized that a singular building development is incapable of being responsible for the total performance of a region however it is also important for this planning project to identify with the overarching objectives for the region One of the major drivers of growth for the region is tourism as this is a natural strength of the region and also a key driver of opportunities where scale and economic diversity can be achieved
Industry Performance Measures for Discussion
Industry Performance Measure
Tourism and Hospitality Room night stock
Visitors to region (total visitors to Geeveston)
Length of stay (nights)
Average spend during stay
Jobs by business type
Jobs created in annual period
$ investment in new activities and assets
Number of new businesses
Other Industries
Seafood and fisheries
Forestry
Creative industries
Jobs by sector
Jobs created in annual period
$ investment in new activities and assets
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 13
Primary production (farming)
Manufacturing (food industrial commercial and consumer goods)
Retail (food consumer goods)
Services (health education transport etc)
Number of new businesses
Tourism Visitation
The Huon Valley
The Huon Valley prides itself on its pristine environment rich living history strong maritime connections temperate wilderness unique accessible wildlife world renowned food and wine and seasonal climate variations
The Huon River is an iconic natural feature of the Huon Valley and weaves its way through the five main townships of Huonville Franklin Cygnet Geeveston and Dover The region has a long maritime and forestry history and is augmented by a rich cultural heritage
The Huon Valley encompasses two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks
Tourism is a key economic driver in the Huon Valley and the region leverages from its two major tourist attractions ndash Tahune Airwalk and Hastings Caves and Thermal Springs
Source Huon Valley Attractions and Experiences Prospectus ndash April 2013
The table below shows a range of statistics based on interstate visitation to Tasmania from January 2011 to December 2014
The Huon Trail commences at Taroona and travels south to Kingston where it splits into two distinct areas of the Huon Valley and DrsquoEntrecasteaux Channel areas Interstate touring route holiday visitors to the Huon Trail increased 23 in 2013 from the previous year and further increased by 32 in 2014 to 154007 visitors
In the 12 month period from January 2014 to December 2014 there were 55687 interstate visitors to the Tahune Airwalk down 20 from the previous year and 22911 interstate visitors to Hastings Caves and Thermal Springs down 11 from the previous year
It would appear from the data below that new accommodation came online in both Cygnet and Huonville during 2014 with a significant increase in overnight visitor numbers and nights stayed in these locations However it is noted that this data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 14
Jan 2011 - Dec 2011 Jan 2012 - Dec 2012
change from
previous period Jan 2013 - Dec 2013
change from
previous period Jan 2014 - Dec 2014
change from
previous period
Day Visitors
Dover (Until June 2006 from July 2007) (Visited) 12141 12439 245 13610 941 12330 -940
Geeveston (until June 2013) (Visited) 38243 37663 -152 26013 -3093 - -
Cygnet (from July 2013) (Visited)~ - - - 14341 - 37329 16030
Huonville (Visited) 73169 68188 -681 75154 1022 67202 -1058
Cockle Creek (from July 2005) (Visited) 9085 7179 -2098 8132 1327 8046 -106
Overnight Visitors
Dover (Until June 2006 from July 2007) (Overnight) 8157 5610 -3122 7906 4093 9223 1666
Geeveston (until June 2013) (Overnight) 5616 7092 2628 4481 -3682 -
Cygnet (from July 2013) (Overnight)~ - - 2521 - 10914 33292
Huonville (Overnight) 15009 12819 -1459 17891 3957 25069 4012
Cockle Creek (from July 2005) (Overnight) 4175 4819 1543 5349 1100 6182 1557
Total Number of Nights Stayed^
Dover (Until June 2006 from July 2007) 37159 66172 7808 18601 -7189 27257 4654
Geeveston (until June 2013) 36663 19441 -4697 8153 -5806 - -
Cygnet (from July 2013)~ - - - 9343 - 75362 70661
Huonville 103104 96799 -612 68458 -2928 140297 10494
Cockle Creek (From July 2005) 11035 12242 1094 14947 2210 12932 -1348
Average Number of Nights Spent^
Dover (Until June 2006 from July 2007) 46 118 720 24 -940 3 06
Geeveston (until June 2013) 65 27 -380 18 -090 - -
Cygnet (from July 2013)~ - - - 37 - 69 32
Huonville 69 76 070 38 -380 56 18
Cockle Creek (From July 2005) 26 25 -010 28 030 21 -07
Average Spend per Visitor ($000)
Average Expenditure per Visitor 1631 1542 -0089 153 -0012 1645 0115
Holiday 2425 217 -0255 2224 0054 2284 006
VFR 088 0949 0069 0862 -0087 0997 0135
Business 113 1166 0036 1153 -0013 1112 -0041
Other 1585 1809 0224 1371 -0438 1336 -0035
Attractions Visited
Tahune Forest Airwalk (from July 2001) 56747 54166 -455 69802 2887 55687 -2022
Hastings CavesThermal Springs 22105 22011 -043 25817 1729 22911 -1126
Touring Route Holiday Visitors
Huon Trail 128232 121686 -510 149298 2269 154007 315
Places stopped and looked around but did not stay overnight
This data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Visitor data for Geeveston was collected until June 2013 so the Jan 2013 - Dec 2014 represents only a 6 month period
~ Visitor data for Cygnet was collected from July 2013 so the percentage change from the previous 12 month period is based on only a 6 month period in the Jan 2013 - Dec 2014 period
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 15
Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk The forests in the region provide the idyllic setting for bush walking fishing bird watching and mountain climbing and biking
As detailed in the table above in the 6 month period from January 2013 to June 2014 there were 26013 day visitors and 4481 overnight visitors to Geeveston from interstate staying an average of 18 nights
It is hard to comment accurately on current visitor trends in Geeveston as Tourism Tasmaniarsquos Tasmanian Visitors Survey ceased collecting data for Geeveston in June 2013 However visitor numbers to the township appeared to be on track to increase in 2013 with 26013 visitors in the 6 month period from Jan 2013 to June 2014
Source Tasmanian Visitors Survey 2014
Tahune Airwalk
Interstate visitors to the Tahune Airwalk were up 29 in 2013 from the previous year but dropped 20 in 2014 to 55687 Source Tasmanian Visitors Survey 2014
Based on this 80 per cent of visitors to Tahune Airwalk are from interstate with the remaining 20 per cent from intrastate
The table below shows Tahune Airwalk ticket sales from 201112 to present
201112 201213 201314 201415 (ytd)
201516 (forecast)
Total Tahune Airwalk Ticket Sales 63566 72982 69347 70759 80000
sold onsite 40 50 55 55
sold online 10 10 10 10
sold at Geeveston Forest amp Heritage Centre 45 35 30 30
sold through TTICs (Hobart amp Huonville) 5 5 5 5
Source Forestry Tasmania May 2015
Total visitor numbers to the Tahune Airwalk have been steady at around 70000 tickets sold per year for the past 3 years Ticket sales through the Geeveston Forest and Heritage Centre have slowly decreased from around 45 to 30 over the past 3 years currently representing approximately 23000 sales as the share of onsite ticket sales has increased Source Forestry Tasmania 2015
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 16
Tickets sold through the Huonville TTIC represent less than 1 with only 701 bookings made to date this year Source Huonville TTIC May 2015
Hastings Caves amp Thermal Springs
Interstate visitors to Hastings Caves and Thermal Springs were up 17 in 2013 from the previous year but dropped 11 in 2014 to 22911 Source Tasmanian Visitors
Survey 2014
The majority of tickets are sold online or onsite
Tickets sold through the Huonville TTIC represent less than 1 with around 100 bookings made each year Source Huonville TTIC May 2015
The Geeveston Forest and Heritage Centre has not been a great promoter of Hastings Caves with only 400 brochures supplied per annum in previous years
It is noted that in the last period that the Geeveston Town Hall operated as a Visitor centre sales of tickets to Hastings Caves represented around 1000 tickets
A conversation held with manager of Hastings Caves indicated that they are very supportive of improving visitor services within Geeveston and are very keen to be involved in establishing a greater level of interpretation and promotion of the experience
Assessment of Geeveston as a Visitor Destination
Based on an assessment of the total list of tourism related businesses for the region there are clearly some significant strategic gaps that need to be addressed for Geeveston and the South to generate greater yield from organic visitation and encourage growth of tourism market share
Most notably the major gaps in developing a more robust tourism economy are as follows
Gap Indicators
Inadequate visitor information services There are estimates of as many as 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek visitor information about surrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unable to purchase or book anything other than tickets to the Tahune Airwalk The closest TTIC is located at Huonville
Undersupply of accommodation options for all segments of the tourism market
In 2014 visitors stayed a total of 140297 nights in Huonville and 75365 in Cygnet a total of 215662 nights The number of visitor nights captured in Geeveston has significantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston is relatively unchanged and there is opportunity to capture a larger share of visitor nights
Undersupply of wilderness and agritourism As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 17
attractions and experiences wilderness waterways and environmentally based tourism experiences Considering the proximity of two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks and the strength of the agricultural sector an assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
Undersupply of hospitality services to satisfy visitor requirements
An assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of hospitality services for visitors There are a total of three hospitality providers in Geeveston
Bakery
Cafeacute
Massaki Sushi
It is noted that there is an inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there is opportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
Lack of dynamism and contemporary presentation for the history and heritage of the region
Capital expenditure on the streetscape and the main street buildings has been very minor with little change over many years
The format of the current Geeveston Forestry and Heritage Centre displays is not contemporary and is not managed to actively encourage re-visitation
An obvious gap in the appeal of township facilities and amenities to encourage a feeling of comfort and enjoyment ie creating social spaces in which people want to stay and spend time
General visitor services are not up to standard compared to other places with high quality facilities
The recognised natural advantages that the region holds in terms of wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the far south are well noted as ldquoday triprdquo destinations from Hobart or Huonville Geeveston needs to reposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 18
Geeveston Town Hall Precinct
Geeveston Township Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated as a visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community business model
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has a strong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelings of well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wish to activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see as valuable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania do not intend to continue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This business includes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestry operations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays and similar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver of visitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction with visitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the area Geeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead the Forestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centre have shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for the township and all tourism and visitor activities the region has to offer
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 19
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatly interested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to be regularly involved Even the Geeveston Records and Historical Society are rarely involved in the site to organize events or to manage the presentation layout for the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalk tickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from this activity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas Some observations include
The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy the place
The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural advice to plan for
contemporary commercial and community use
The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access and to
appreciate the surrounding offering of main street Geeveston
There is ample parking adjacent to the building that already services commercial and private road users
The building is within close proximity to Heritage Park that currently has a master plan under development
The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to other sites
of this type
Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great potential for
refitting for multipurpose use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 20
National and International Perspectives
Global Adaptive Reuse Project Case Studies
The following case studies have been gathered from across global markets and showcase some significant adaptive reuse projects Although these international examples are of an industrial scale they provide lsquofood for thoughtrsquo and inspiration
Battersea Power Station England
Images Battersea Power Station and Keith Evans
Easily one of the most recognised landmarks on the banks of the River Thames in London Battersea Power Station has been lying abandoned for decades Like the old power station just around the bend of the river ndash the Tate Modern ndash there have been calls to pull down the dilapidated structure for a number of reasons Some said that due to its size it would be too expensive to redevelop others claimed that the elements had given it such a bettering over the years that it had become relatively unsound Now after numerous failed attempts to revive the building and immediate area plans for one of the biggest redevelopments the south bank of London is yet to see are afoot and they certainly look impressive Proposed by Dublin-based Treasury Holdings the new design will see a mainly industrial area of London go green which is what the potentially lucrative Nine Elms area around Battersea has been crying out for The new pound55bn scheme includes plans for 3700 homes built alongside offices shops and restaurants on the 40-acre site The famous chimneys are to be restored to their former glory and the landmark building will house a conference centre among other things The new plans will also offer uninterrupted views of the Palace of Westminster on the opposite banks one of the stipulations of the new development and the reason Treasury Holdings earlier plans which included a huge lsquoeco-domersquo (pictured above) were rebuked
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 21
Sewage Silos Netherlands
Images Arons en Gelauff
Early in 2009 Amsterdam city planning ran a competition for an adaptive reuse project concerning a former sewage treatment plant in the Zeeburg district of the city The winning design was a proposal for a multifunctional cultural centre which would house exhibition spaces a media centre movie theatre and theatre hall crowned by a rooftop restaurant in one silo and an open rooftop playground in the other
The winning plan was inspired by Hollandrsquos most popular childrenrsquos book author the late Annie MG Schmidt hence the playfulness of the design Arons en Gelauff architects involved in the project said the main aim was to ldquobreathe new life into the silos transforming them into an inspiring and lively place which will help shape the character of the new Zeeburgereiland housing districtrdquo The Annie MG Schmidt House is marked for completion in 2011
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 22
Gasometer City Vienna
Images Andreas Poeschek and via Dornob
One of the most successful residential reuse projects is Gasometer City in Vienna Austria Four immense disused gasometers were successfully revamped in the late lsquo90s and have since become infamous in the world of adaptive reuse
Built in 1896 when Viennese authorities decided to invest in large-scale coal gas and electricity supplies the gas plant serviced the locale and beyond for a good 88 years until it was shut down permanently in 1984 after natural gas supplies took over Although life in the cylinders didnrsquot completely disappear raves were hosted from time to time popular because of the acoustics inside the drums and one housed a set for the movie James Bond The Living Daylights Then in 1995 the decision was made to revitalize the gas plant
With the proviso that the brick exterior of the gasometers was to be kept intact each gasometer was remodelled by a particular architect Jean Nouvel (Gasometer A) Coop Himmelblau (Gasometer B) Manfred Wehdorn (Gasometer C) and Wilhelm Holzbauer (Gasometer D) all four with specific zones for living working and entertainment The result produced a vast walled city within a city The unique redevelopment has since become a sought after place to live with a close-knit inner community and is looked upon as a very successful example of adaptive reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 23
Tate Modern London
Images Walk Talk Tours Jim Linwood Bleuchoi Andrew Dunkley and The First Word
Reaching high into Londonrsquos skyline is the Tate Modern a magnificent old oil-fired power station which now houses an international collection of contemporary art dating from 1900 onwards It has become the most visited tourist attraction in London surpassing even the National Gallery and the British Museum and the most visited modern art museum in the world
Designed by Sir Giles Gilbert Scott who incidentally also designed Battersea Power Station and one of Britainrsquos other iconic symbols ndash the red telephone box the original Bankside Power Station was built in two stages from 1947 to 1963 finally turning off the pumps in 1981 For a long time the building was under the beady eye of developers who were quick to mark it for demolition but after impassioned pleas by campaigners to save the building were heard a competition for redevelopment ensued and at the beginning of 1995 Swedish architects Herzog and de Meuron won the battle to build Londonrsquos next big thing
The gallery opened to much acclaim in 2000 and has attracted more than 30 million visitors since Its success is partly due to its situation on the banks of the Thames but also because of the use of space within the building The main Turbine Hall a huge space of 3400 square metres that once housed the main electricity generators was fortunately left in its original form providing a vast gallery for art installations that often require public interaction and appreciation of the space It is this space and its ability to be so successfully transformed time and time again that has changed peoplersquos perceptions of art which is no doubt so much more than the architects were hoping for in their redesign
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 24
Water Plant Berlin
Images via One Eight Nine
When two artist friends Michael Elmgreen and Ingar Dragset decided to set up a livework space they didnrsquot bargain on getting such a good deal For just US$700000 the DanishNorwegian pair purchased a disused water pumping station in suburb very close to Berlin City Centre The building had been left empty since the early 1990s with few interested buyers as it was located in the middle of a residential district ndash no longer right for industrial use and too awkward to be tackled by some developers ndash so Elmgreen and Dragset jumped at the chance to work their magic on the generous space
The artistic partners who have exhibited around the world enlisted the services of two young architects Nils Wenk and Jan Wiese to help transform the pump house into an artistrsquos workspace and home It was important they applied concepts from their art into the redesign and a love of spatial challenges saw them breaking down more walls than were built
ldquoWe deliberately made the borders between the work and living spaces fleetingrdquo Ingar Dragset told the New York Times ldquoThe combination of vast floor space and the small quirky nooks means you can be very hidden here or very exposed depending on your moods or needsrdquo
Even after getting happy with a sledgehammer the old water pumping station now accommodates two separate private areas for the artists a generous kitchen four bathrooms an attic living room and some of the most spectacular light-filled living and working spaces
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 25
Cafeacute Restaurant Amsterdam
Images Wili_hybrid and Cafe Restaurant Amsterdam
Housed in a former water-processing plant Cafe Restaurant Amsterdam is one of the cityrsquos chicest eateries Dating back to the late 1800s the building is left mostly intact with the main pumps proudly on display in the main part of the restaurant The large space is lit with huge floodlights in the evenings reclaimed from the former Ajax and Olympic football stadiums in the city The interior may look crude to some but to other it offers a unique dining experience and will always provide a talking point when therersquos a lull in the conversation
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 26
CasaComvert Milan
Images Giuliano Berarducci and studiometrico
A number of years ago clothing design company Comvert asked Milan-based interior architects Studiometrico to find a new HQ for their growing company that would fit a very particular brief Comvert ndash a company founded by four skater friends in 1994 design produce and distribute snowboards clothing and accessories for both skate and snow boarders under the brand name bastard ndash wanted their new space to house their flagship shopfront a design studio office warehouse and a useable skate bowl all within the one building And in spring 2005 Studiometrico came up trumps they had found an old 1950rsquos cinema big enough to fulfil all Comvertrsquos needs
Studiometrico retained as much character of the old building as possible in fact the foyer which is now the administration centre of the building looks relatively untouched while the dress circle has been converted to an amazing design studio and office space providing the perfect creative working area But it is the suspended skate bowl that makes the refit so successful Hanging six metres about the warehouse space the skate bowl affectionately known as bastard bowl fills what was once the void above the seating area in the cinema and is the main pride and joy of the Comvert partners who must have to pinch themselves when they go to work every morning ndash if only everyone was so lucky
Source httpwwwarchi-ninjacomexcellent-examples-of-adaptive-reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 27
Australian Town Hall Redevelopment Project Case Studies
The following examples of adaptive reuse of public town halls and civic buildings within Australia are of a smaller scale and are a much more direct comparison to the Geeveston Town Hall situation Although many of these are larger buildings and in larger population centers the historic use and new use opportunities are similar The desk research process has uncovered summary information and we have held an interview with the most relevant project (Murray Bridge Town Hall South Australia)
Ballarat Civic Hall Redevelopment ndash City of Ballarat Victoria
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 28
In 2012 SGS Economics amp Planning were commissioned by the City of Ballarat to explore options for reuse or redevelopment of the existing structure of the Civic Hall as a performing arts andor function venue and detail a shortlist of preferred options This could extend to options that involve partial demolition alterations or additions to the building
The full suite of uses of the Ballarat Civic Hall as a performing arts or function venue was scoped through discussion with the City of Ballarat and included
Performing Arts Uses Function Uses
TheatrePlayhouse
OperaticBallet Theatre
Multipurpose Performing Arts Venue
Secondary Education Performing Arts
Tertiary Education Performing Arts
Performing Arts Training Facility
Exhibition Venue
Conference Venue
Reception Centre
Nightclub
Live Music Venue
Dance Hall
Offsite School Function Facility
Cinema
Two other uses were identified for the site
University Student Accommodation
Visitor Information Centre (VIC)
Each potential use identified was analysed against demand and supply with reference to demographic and visitors data If there appeared to be insufficient demand to support an activity even as part of a shared facility at the Civic Hall it was eliminated from the process
The following uses of the Civic Hall appeared to be supported by demand and were largely compliant with Council policies for the use of publically owned and administered spaces
A multipurpose venue that accommodates medium to large exhibitions (ideally 1000 ndash 2000 square metres) and performing arts classes training and
performing arts company administration offices (This could theoretically be achieved with the use of moveable partition doors to create divisible spaces for
exhibitions and performing arts spaces)
A mid-size (greater than 300 and less than 3000 patrons) indoor live music venue
A range of financial modelling and social impact assessment was undertaken on the two preferred options
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 29
Societal cost benefit analysis demonstrated that the multipurpose venue option would not provide sufficient community benefits to outweigh the cost of redeveloping and operating the Civic Hall Financial analysis showed that income from the various uses of the site as a multipurpose venue would be insufficient to offset the publically incurred cost of operating the facility for this purpose
Societal cost benefit analysis demonstrated that the live music venue option provided significant user benefits to live music event attendees and increased the offering of live music performances (across a variety of genre) in Ballarat However a live music venue would result in a weak positive cash flow during the operating phase with a failure to pay back the initial investment
Source httpwwwballaratvicgovaumedia1867737ballarat_civic_hall_reuse_redevelopment_final_reportpdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 30
Bay Discovery Centre amp Glenelg Town Hall Service Review ndash City of Holdfast Bay South Australia
In February 2008 Hudson Howells was engaged by the City of Holdfast Bay to undertake a review of the Bay Discovery Centre (BDC) as a community and visitor service and evaluate the current and future commercial tenancy options for the Glenelg Town Hall (GTH) building as a whole with the goal of making the BDC and the GTH building generally more financially viable for Council
It is noted that the City of Holdfast Bayrsquos Economic Development Strategy has three key objectives
Tourism
Shopping amp activity precincts and
Business development and employment generation
The question is whether the GTH is the right location for the BDC and whether the GTH could be put to an alternative use that would generate a better community benefit
A stakeholder workshop identified the high priority space usage and tenancy options for the BDC and GTH generally as
Tourist visitor information centre
Combined library Internet history centre Council customer service centre with cafeacute coffee shop
Museum of South Australia
Gift shop ndash merchandising souvenirs
Glenelg Town Hall
The GTH is in an outstanding location but the design of the building its faccedilade and its heritage listing conspire to severely limit its commercial appeal
Council has the BDC as a tenant but it is questionable whether this is the optimum location for a museum interpretive centre
The building lacks lsquostreet presencersquo and this is likely to be an ongoing problem given its state heritage listing
This attribute makes the building unattractive to potential retail and hospitality tenants but might not be such a problem for the professional business services
sector This makes attracting additional tenants problematic
The faccedilade of the GTH is dull and uninviting and the Moseley Square entry foyer is not overly welcoming
Parts of the GTH are in disrepair and a large amount of space is under-utilised
Given its location a significantly refurbished GTH site could generate the following income
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 31
Retail space $700 - $800 per square metre per annum
Restaurant space $300 - $500 per square metre per annum
Office space (new) $300 per square metre per annum
o In its current state the GTH might generate in the order of $100 per square metre per annum as office space
Other possible options identified for the Glenelg Town Hall include
Boutique hotel
Grannypackers lodge
Function conference centre with or without a hospitality training school
If the GTH was converted into a hotel lodge or function centre what would become of the BDC
Bay Discovery Centre
The BDC has recorded significant visitor growth over recent years
The BDC plays a major role in entertaining informing and educating not just the Holdfast Bay community but also national and international visitors
The BDC has relatedly high running costs
The BDC has little visual street presence ndash potential visitors typically need to be lsquoalertedrsquo to discover it
The BDC has little in the way of neighbouring establishments that are likely to draw foot traffic
The display space lacks flexibility and is constrained by limited floor space
The gallery space is on the mezzanine floor
The BDC is located away from other Council services notably the history centre the libraries and the customer service centre
There was strong support at the stakeholder workshop for a lsquoone stop shoprsquo that would include a customer service centre history centre library internet cafeacute community centre museum and visitor information centre In addition a volunteer training centre could be considered for inclusion
Conclusions
There are opportunities for the BDC and GTH to become revenue neutral
There is a broader strategic issue which needs to be addressed by Council and that is one of potentially consolidating a range of Council services into a lsquoone stop
shoprsquo
The GTH is currently under-utilised but has the potential to be adapted to more suitable economically viable uses such as a boutique hotel grannypackers
lodge or function conference centre with or without a hospitality training school
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 32
The Visitor Information Centre incorporating a gift shop currently operated by the Dolphin Cage could form part of the BDC and contribute in the order of
$90000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to introduce an entry fee which could contribute in excess of $100000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to increase revenue from school groups and bus tours to offset the BDCrsquos operating costs
Stage 2 of this project will comprise a Key Issues Paper and Recommendations specifically addressing issues critical to the BDC and the GTH becoming revenue
neutral Council operations
Source httpswwwholdfastsagovauwebdataresourcesminutesAgendas294_-_Attachment_3a_-_240608pdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 33
Gawler Connect ndash Town of Gawler South Australia
Gawler Connect is an exciting new proposed infrastructure project aiming to rejuvenate Gawlerrsquos Town Hall Institute and Main Street into an Arts Cultural and Community Hub The population of Gawler is predicted to double to 40000 in 10-15 years and there will be an increasing demand on civic and community services
The proposed project will create a lsquoSmartrsquo Library Youth Lounge amp Multimedia Performance Space Cultural Heritage Gallery and Heritage Research Centre Community Arts Space a new National Broadband Network Co Office and Business Incubator Center as well as a street front Tourism and Visitor Centre and Cafeacute with multipurpose spaces available for community use
Gawler Connect will create a vibrant regional Cultural Hub ndash bringing people together in a safe and freely accessible space that inspires all generations through the provision of a range of state-of-the-art spaces and services with an arts and cultural focus The inclusion of a new Tourism and Visitor Centre and Cafeacute co-located with an interpretive heritage gallery fronting the main street will create a vibrant focus and have a flow on effect in attracting visitors and new investment into cultural tourism and the region
Key features
A lsquoSmartrsquo interactive Library with state-of-the-art IT facilities
A National Broadband Digital Services Centre
Digital Media Arts amp Cultural Performance Spaces
Cultural Heritage Exhibition Gallery
A Multi-media Youth Lounge
Heritage Research Centre
Business Incubator Program
Tourism amp Visitor Centre
Cafeacute
Council Customer Service Desk
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 34
Benefits to the community amp region
A major infrastructure project creating local job opportunities
Restoration conservation and adaptive re-use of two State heritage-listed buildings
Significant art heritage and cultural collections on display
Provide space and support for local and regional performing artists
Revitalisation of Gawler Main Street precinct
The project timeline is proposed from October 2013 to December 2016
Council-managed cash contributions for the overall project of about $25 million are proposed (this is in addition to the other allowable Council matching contributions) Council is proposing to raise about 60 of the additional $25 million from a range of potential partners including regional corporate businesses businesses involved in major developments in the region tertiary institutions the State Government and a Community Fund
Source httpwwwgawlersagovaupageaspxu=737
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 35
Murray Bridge Town Hall Cultural Precinct Study ndash The Rural City of Murray Bridge South Australia
Images from Grieve Gillet httpwwwgrievegillettcomaumurray-bridge-town-hallc1n3l
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 36
In 2008 Grieve Gillett was engaged by The Rural City of Murray Bridge to provide a Feasibility Study for the re-development of the Town Hall ndash a significant community asset The Council wishes to develop the Town Hall into a multi-purpose complex of excellence catering to the arearsquos diverse range of community groups residents and visitors
The study looked at options for transforming the building into a multi-purpose lsquoCultural and Performing Arts Centrersquo along with associated works to redevelop the street area on Sixth Street
To complete the Feasibility Study Grieve Gillett carried out the following
Preparation of floor plans of the existing building
Review of the current capacity of the building structure in line with Councilrsquos reports from consultantrsquos relating to the condition assessment defect audits and
structural assessments
Assess and identify user needs and any potential user gaps of the Town Hall facility
Determination of desired usage and development scenarios
Preparation of concept designs that will cater for proposed future uses
Preparation of the estimate of costs of proposed alterations to the building
Options to re-develop Sixth Street between Bridge Street and Fifth Street into a pedestrian-friendly precinct in conjunction with the Town Hall Re-
development Specifically Council requested an exploration of
o Mall with no vehicular movement
o One way road and widened footpaths
o Shared Zone
Presentations of proposals to Council and the Town Hall Project Management Group
Option 1
This option reclaims part of Sixth Street and extends the building to the full extent of the existing pavement line Sixth Street itself becomes one way with traffic travelling in a westerly direction The building opens out onto a plaza area providing additional foyer space suitable for alfresco dining A wide footpath runs alongside following the slope of the land whilst a new ramp is provided at the west end of the building to provide access for people with disabilities at that end
A small through-lift is provided in the north-east corner of the building adjacent to the north-east entry to allow disabled access to the first floor This allows the first floor area to be potentially leased out providing the Council with rental income
A small commercial kitchen is also located in the north-east corner
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 37
In the Hall itself the performance space has been relocated in front of the proscenium arch The stage itself has been removed and the space reutilised as storage areas and an access change room Retractable tiered seating is installed in the space within a partition wall that also forms the theatre lobby
On either side there are stairs to the gallery floor level providing additional seating and the control room
The roof over the new foyer in Option 1 has a 29deg pitch with the roof meeting the existing south stone wall above the existing first floor window line (refer to drawing 07027-SK-05 Long skylights are provided at regular intervals to allow an abundance of natural light
Option 2
Option 2 follows the same plan arrangement as Option 1 but the proposed foyer area is enclosed in a 2-storey high glazed Foyer with solid corners (refer to drawing 07027-SK-06) Our Cost consultant has advised that Option 2 will cost in the order of $560000 more than Option 1
Major Considerations for the Study
Carparking ndash Aim of increasing the general pedestrian amenity of the precinct without reducing the number of car parking spaces that currently exist
Traffic ndash Consideration of a mall with no vehicular movement a one way road with widened footpaths and a shared zone
Pedestrian Mall ndash The advantages of creating a pedestrian Mall would be far outweighed by the disadvantages of loss of car spaces loss of through access and management of delivery and emergency vehicles
Shared Zone ndash A shared zone results in a compromised pedestrian zone and a compromised vehicular solution A one-way solution will improve pedestrian amenity while maintaining good vehicular access and retain on-street parking
Cost Estimate
Total cost including associated fees (ex GST) = $5929000
Potential Income
The upgraded The Town Hall will have a range of facilities that will be capable of generating income
First Floor Offices - 195 square metres of office space for lease on the upper level This will be accessible direct from Bridge Street with its own street address
Current commercial rentals in Murray Bridge suggest that a gross annual rent in the order of $3500000 could be expected
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 38
Other income generation opportunities include
Cafeacute
Kitchen (either linked to the cafeacute or as a separate entity for catering opportunities)
Auditorium and Foyers (community functions weddings conferences corporate training
Source httpwwwmurraybridgesagovauwebdataresourcesfilesgrieve_gillet_reportpdf
Notes from Interview with Murray Bridge Town Hall Project
Summit Strategy conducted a phone interview with Faith Box Team Leader Community Development at the Rural City of Murray Bridge in South Australia to gain further information and insights into the redevelopment of the Murray Bridge Town Hall
The project commenced in 2003 and six years of Council planning took place before the Town Hall redevelopment commenced
Some local art groups took residence in the largely unused Town Hall building and developed a small art gallery ndash the visual art concept for the building grew
from this
A project management team was established and made up of elected members Council staff community stakeholders project architect and local builder
Membership changed over time as the project progressed
It was noted that the architect needed to have extensive theatre design experience
It was never intended for the building to be self-sustaining Council was aware that it would need to subsidise the operation of the building
Murray Bridge has a population of around 29000
Primary Uses The redevelopment was staged as follows
1st Stage
Murray Bridge Regional Art Gallery Premium art space which became a visual arts hub First stage showed the community the potential the building could have
2nd Stage
$750000 renovation ($500000 from Country Arts) Sculpture Court Shared space
3rd Stage
$4M redevelopment of rest of building
Auditorium ndash state of the art AV lighting seating etc
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 39
Workshop spaces for visual arts
Storage spaces
Green rooms meeting rooms conference spaces
Office space ndash for some Council staff
Foyers
Kitchen
Dressing rooms
Amenities
Options for Sixth St
Options for Sixth Street are currently under community consultation
Sixth Street is in the centre of town
Strong willed business stakeholders are worried about losing parking outside their businesses
Council plan to continually upgrade the street to become a shared space but as a gradual process
Governance amp Income
Managed by Council ndash wages maintenance etc
Some formal arrangements ie one community group gets free use of spaces in return for running gallery shop
Some bookings are charged to user exhibitor but most exhibitions are sourced and paid by Council
No charge to consumers for gallery viewing
The cost to Council per annum is significant
Building could never be completely self-sustaining ndash performing arts could be but visual arts cannot
Challenges
Heritage listed building in centre of town
Ingrained in community ndash didnrsquot want to see building knocked down
Strong willed stakeholders ndash including business owners in Sixth Street
Potential loss of parking in Sixth St
Not self-sustaining
Long planning process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 40
Stage One Stakeholder Engagement
Stakeholder Meetings
Andrew Towns from Summit Strategy has had conversations with a range of community and industry stakeholders in relation to this project These include
Huon Valley Council Councillors
Huon Valley Council Officers
Foresty Tasmania
Tahune Airwalk
GeCo
Geeveston Archives and History Society
Hastings Caves amp Thermal Springs
Destination Southern Tasmania
Makers on Church Street
Southern Furniture Design Centre
Harcourts Real Estate Huonville
Bendigo Bank
Masaaki Koyama
Cassey Faux
Amy Robertson
Leanne McKinnon
Henrietta Manning
Stakeholder Workshop
A stakeholder workshop was held on Wednesday 13th May 2015 at the Geeveston Town Hall The purpose of the workshop was to meet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building including
The importance of the Town Hall to the community living in Geeveston and the visitors to the area
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 41
The role of the building in the mix of retail and tourism service offerings within the township and
Opportunities for development of the building
The workshop provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building This input has been utilised in developing the ldquoVision and Objectivesrdquo section below and the potential future uses for the building
Objectives Identified by Community Stakeholders
From stakeholder discussions to date a number of key issues have been identified that are the drivers of value and sustainability for the Geeveston community
It is important to recognize that there are many community and business groups who will be affected by the performance of the Town Hall and it is thought that the building and its future use will have a direct impact on many facets of the life of people in and surrounding the township and the Huon Valley Region
The objectives recommended below have been distilled from various community input and detailed discussion with Huon Valley Council The stakeholder workshop held on the 13th May 2015 elicited the following overarching objectives and goals that the building should aspire to
The question was asked ldquoWhat are some valid objectives for the site or put another way what should our Town Hall be a part of achieving for the placerdquo
Objective Goal Classification
1 Be owned and run by the community ndash direct involvement Eg Community Board of Management
Governance
2 Be a driver for visitation to Geeveston ndash including overnight visitation To encourage a longer length of stay
Economy ndash Tourism
3 Boost the local economy Economy
4 Be an attraction in its own right separate to the Tahune Airwalk Economy - Tourism
5 To strive to be world class Community
6 Reflect the heritage of the area Have links to current amp future development initiatives for the area ie bike track Heritage Park existing retail
Economy ndash Tourism Community
7 Integration of offerings within the area ndash be a connector Community Economy
8 Be respect the culture history and heritage of the area Historical society to be linked to centre but not placed in the centre
Economy - Tourism
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 42
Tell our stories from past current and future Communicate where wersquore going
9 Attract creative industries to the area Economy Community
10 Contribute to the economic and community wellbeing of the local area and region ndash direct benefits Economy
11 Ongoing financial sustainability Operational Sustainability
12 Maximizing the availability of community capital for cost effective resourcing ndash volunteers sponsorship Operational Community
13 Bringing the community together ndash to develop a sense of community pride and ownership Community
14 Inspire and educate our children Community
15 To connect our community and town to the region and to the world Utilise technology to achieve this Internet access for visitors
Economy ndash Tourism
16 Exploit market opportunities that create new offerings and investment Economy
17 Encourage confidence for investment To achieve relevance distinctiveness motivating ndash is our identity right
Economy
18 To be vibrant dynamic and contemporary ndash not a museum Re-think museum
Community
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 43
Potential Uses Identified by Community Stakeholders
The stakeholder workshop identified the potential future use ideas
Gallery space for world-class exhibitions
Flexible events space and linkage to existing events
Agritourism experiences
Food amp beverage offerings o Seafood aquaculture o Fruit ndash apples cherries o Ciders amp wines o Local food hub ndash provedore o Linkage to farmers market
Art amp craft offerings
Timber history heritage and current offerings
Contemporary interpretation of history amp heritage
Access point for National Parks World Heritage Areas
Linkages to waterways
Tourism o Visitor precinct hub o Visitor information centre o Tourism operators o Linkage to Tahune Airwalk amp Hastings Caves
Accommodation
Small business
Restaurant cafeacute
Meeting conference training amp event space
Linkage with external experiences o Heritage Park o Bike track o Geeveston main street ndash pedestrian mall
Township streetscape theme o Heritage of area o Interpretation o Experiences
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 44
Geeveston Town Hall SWOT Analysis
Strengths
Ideal location in centre of township and on the main street
Ample parking adjacent to the building
Close proximity to Heritage Park
Significant and flexible floor space
The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
Highly interested and committed local resident and business community
There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
Existing banking tenant is stable and critical to the function of the town
The building has a long history of supporting tourism history culture and heritage
The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
The building is structurally stable maintainable and low cost in its current form
Weaknesses
In its current format the building does not encourage visitors to stay and enjoy the place
The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main street
Geeveston
The floor space is currently grossly underutilized
The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and businesses in the
area
The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
A very low level of local community engagement and use even though there is a high desire to do so
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 45
Opportunities
Refocus the buildings purpose on engaging visitors and representing its region
Integration of industries through a multi-purpose occupancy model
To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
To position Geeveston via the Town Hall as the gateway to the southwest
To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
To encourage connections to other surrounding townships and attractions
To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through communication of
clear intent and design
To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community groups
volunteer groups)
Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
To encourage investment and employment through the attraction of new business players and industry spending
Threats
Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
Availability of capital funding to redesign the buildingrsquos purpose
Inaction will cause a rapid and continual degradation of the tourism economy for the region
A lack of confidence in the region will constrain further tourism industry growth
The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more important
economically
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 46
Situational Summary
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate community and economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competing priorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses that have far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the site into the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industries within the region to maximize tourism experiences and promote the Huon Valley brand
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the township itself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or a lack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players but it will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse The section following focuses on that task and sets down the development concepts that we believe can be successful with a focus on both the short term requirements and the longer term vision for the township
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 47
Vision amp Objectives
Recommended Vision amp Intent for Geeveston Town Hall
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a community asset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history its natural competitive strengths and inspires a future of collaboration and industry diversity
Recommended Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community To tell our stories amp respect our history
To connect people with each other
To respect the culture history amp heritage of the area
To contribute to community wellbeing of the local area and region
Economy amp Industry To connect our town to the region and the world
To encourage new industries
To encourage employment amp confidence for investment
To offer our visitors great experiences
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
Operational To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
Governance To achieve continuous and stable governance
To achieve ongoing financial sustainability
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 48
Development Strategy Options
In defining an acceptable strategy for development of the Town Hall and also one that has financial feasibility it is important to consider the medium to longer term demand that will be placed on the performance of the building from different sectors of the Geeveston and Huon Valley regional economy
With the downturn in the forestry sector and the unlikely rapid rejuvenation of the sector this cannot be a priority industry to service The forestry industry is a strong theme from the past however and there is significant heritage value in telling that story about the region and one that will be of interest to visitors if told in a compelling and engaging way
The recognised natural advantages that the region holds in wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the more southern region to it is well noted as a ldquoday triprdquo destination from Hobart or Huonville
It is critical that the Geeveston area offers accommodation hospitality social space and additional retail opportunities to visitors into the future The key question is ldquoWhat will be the driver of change to encourage investmentrdquo There must be a catalyst or even a series of them that are integrated that offer private enterprise the confidence to establish operations in the area
Can the Geeveston Town Hall be one of these catalysts to change of the local economy Our argument is that is can be but only for certain purposes of use
It can be a driver of change and development for the following
1 Tourism promotion and visitor information services
2 Vibrant and engaging creative industries (including story-telling and museum)
3 Social and community events of significance
4 Integration and collaboration of industries
Uses that are not appropriate in our view are as follows
Use Reasoning
Manufacturing Significant goods in goods out operations may be highly counterproductive for tourism operations and the linkage to car parking services Additionally materials manufacturing is likely to produce waste that is unsuitable for other uses
Office space (excepting primary purpose office requirements)
Office space is in low demand and is low value and is likely to restrict the volume of use for other purposes that are more important
Accommodation The site will never support the special requirements necessary to develop substantial
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 49
accommodation facilities and is not able to be adjusted easily into the future leaving the site wholly focused on one primary activity
Wholly government funded operations (ie library radio station health offices)
Due to the volatility of government occupancies and the cyclical nature of centralisation and decentralisation government agencies are often a disruptive tenancy for this specific building type Additionally the building is best focused on encouraging private commercial and community enterprise economic development
This feasibility whilst recognising the potentials must also account for the gaps in supply and economic activity
Proposed Scope of Use
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
Economic growth for Geeveston
Visitor Information
Centre
Museum interpretation
centre
Integrated tourism
operations
Seafood experience
centre
Hospitality
(retail)
Community Events
Arts amp culture
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 50
Primary Options for Development and Use
The following table outlines a variety of purposes that we believe are valid for the Geeveston Town Hall however the special characteristics and use detail needs to be further developed in conjunction with the project architect Preston Lane
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
History amp Heritage Museum interpretation center operator
Historical displays and artefacts managed by the community and Geeveston Archives and Historical Society
Moderate at 20 of the site
Funded via visitor donation subsidised by Council (granted use of public assets or donations)
Low impact
Hospitality (Retail) Cafe
Restaurant
Commercial kitchen
Cafeacute and or restaurant with commercial kitchen for community use
Significant at around 20 of the site
Commercial rates for rented area
Potentially significant dependent on design However mechanical engineering likely to be the greatest cost Commercial kitchen is the largest impact
Community Events Flexible space Flexible space available for rental for use by community groups local artisans and commercial operators
Moderate at around 25 of the site
Sessional rates subject to operator approval
Due to the need to be flexible this space is likely to be low cost but will need to be highly durable due to traffic demands
Gallery and exhibition space
Flexible gallery and exhibition space for interactive displays presentations and curated exhibitions
Commercial rates for rented area
Should have a moderate impact if appropriately designed and fitted
Tourism Visitor Information Base for a satellite visitor Minimal at around 10 Commercial rates for Low impact and low
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 51
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
Centre information centre that focuses on Southwest accommodation experiences and attractions Offering retail local goods
of the site rented area cost
Integrated tourism operations
Collaboration of Southwest tourism experiences involving tour operators and guides adventure tourism and agritourism suppliers
Medium at around 10 of the site
Commercial rates for rented area
Likely to be delayed partly funded by building owner and finished by tenant
Seafood experience centre
Showcase of Tasmanian Salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Potential linkage with hospitality operator
Medium at around 10 of the site
Commercial rates for rented area
Potentially a significant cost due to the uniqueness of the experience and subject matter Potentially a long term attraction
Public amenities Public amenities with access from inside the building
Must include a lift to accommodation the elderly disabled and heavy goods
Minor at less than 5 of the site
Non-lettable area Moderate cost but requires significant works due to its current location and state
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 52
Stages of Development
The redevelopment of the Geeveston Town Hall can be broken into three key stages
Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
Stage Two ndash repurpose for the community and visitors
Stage Three ndash encourage service industry growth amp strategic linkages
Stage One ndash Reset the Base ndash prior to Summer 2015
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
To reinstate a Visitor Information Centre on site that also sells local handmade goods either as stock items or on consignment with strong linkages to the designers retailers
The TTIC must have the ability to represent the region in a compelling way there must be clear interpretation of the region
(lower floor)
Significant generator of visitation to Geeveston encouraging increased length of stay and spend
Prior to 201516 peak tourism season ie Spring 2015
Local handmade arts and crafts
Local markets and events
Community engagement
To include a flexible space that can satisfy community events for local and tourism purposes
(lower floor)
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage
Cultural and heritage To reset the museum component to the upper floor only and include a gallery space that could house exhibitions from local and Tasmanian artists
(upper floor)
Moderate refit impact however full implementation would result in a high impact
Staged development is warranted
Stage one would commence immediately ie prior to summer 2015
Full implementation by end 2016
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 53
Stage Two ndash Repurpose for Community and Increase Capacity ndash through to Dec 2016
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Rentable exhibition space for art and craft designers with potentially significant curated exhibitions into the future
Modest to low given the need to meet minimum standards and be a flexible exhibition space Security and environmental quality issues will be primary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural and heritage presentation of the region
ldquoRe-think museumrdquo
Significant on both space utilisation and required quality of fit out
Maximising artifacts and interpretation value
Long term design
Timing unknown at this stage
Community engagement Development of community enterprise taking a proactive hand in utilising the sitersquos flexible area encouraging creativity and connection
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage and how quickly the community enterprises can develop use activities
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercial kitchen that can also run community events
(lower floor)
Significant due to hospitality kitchen requirements and goods storage and inout facilities
Commencement as soon as practicable however operator identification will force a delay ndash Winter 2016 is the ideal development timing
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 54
Stage 3 ndash Encourage Service Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
Creating a tourism hub Potentially some integration of tourist services onsite Yet to be defined in greater detail
Post 2016 summer period
Creating connections with Heritage Park and its development
Some examples include bicycle hire storage of key rentable equipment music festival outdoor arts displays etc
Emerging linkages that are yet to have clarity
Unknown
Creating connection with surrounding townships
ie via bike track maps and presentations
Accommodation and stop over locations Services offered at regional locations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be the marshaling point for all visitors entering for experiences such as boating kayaking biking bush walking and wilderness visits This may require a range of facilities to accommodate
Unknown
Linkages to local industries Creating connections with the aquaculture industry
ie salmon experiences Massakirsquos Sushi alliance
Related to food tourism and food offerings Could be significant if a seafood experience centre is the concept eg aquarium and other features
Unknown
HUON VALLEY COUNCIL
Geeveston Town Hall
FINAL FOR
HUON VALLEY COUNCIL
Geeveston Town Hall ndash The Future
Business Plan
Prepared by
FINAL FOR HUON VALLEY COUNCIL MEETING
20TH August 2015
The Future
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 2
Contents
Executive Summary 4
Geeveston Town Hall Situation 6
The Township of Geeveston 6
Geeveston Town Hall Context 7
Current Use and Use Issues 7
Assessment of the Town Hall Building 8
Geeveston Town Hall SWOT Analysis 9
Situational Summary amp Opportunities 11
Geeveston Town Hall ndash the future 12
Community Engagement ndash Stage One 12
Vision 12
Objectives 12
Scope of Use 13
Primary Options for Development amp Use 14
Design Concept 14
Community Engagement ndash Stage Two 15
QVMAG Comparison and Insights 22
Business Strategy 23
Core Business 23
Differentiation 23
Value Proposition 24
Product amp Experience Offering 25
Economic Impact 27
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 3
Implementation Planning 29
Staged Implementation Overview 29
Detailed Implementation Plan 33
The Business amp Financial Model 37
Business Model 37
Financial Model 38
Governance Model 41
SWOT Analysis 43
Risk Analysis 45
Appendix A 48
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 4
Executive Summary
This business plan has been generated within the context of planning for the future of the Geeveston Town Hall (GTH) within the Geeveston Town Hall ndashthe future project Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council (HVC)as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building and maximisebenefit to the community into future
This project has considered the issues surrounding the economy of the area the previous uses of the building community engagement ideas and feedbackand examples from other parts of Australia and the world in circumstances where a historical public asset requires a new future
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre (VIC)
2 Museum
3 Commercial Gallery
4 Events
5 Hospitality services (cafeacute restaurant)
Architectural concepts have been developed demonstrating how the building could be renovated improving its utility for these purposes and alsoimproving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park and thetownship car park
These concepts have been offered for public consultation and the response from the public has in the main been positive Many residents and interestedstakeholders have rated the concepts highly when comparing them to the vision for the GTH There are issues to be dealt with and such items as publictoilets introducing competitive hospitality services within the town and capturing value from the regionrsquos tourism market have all been raised by thepublic These concerns are addressed in this plan and will be further addressed in future planning efforts in conjunction with HVC and key stakeholdergroups
It is proposed that the GTH be operated in future by an independent new company limited by guarantee (GTH Co) run by a community Board balancedwith representatives from the key stakeholder groups This organisation would contract with HVC for the head lease of the building and would operate thesite as agreed within that document The GTH Co would focus on the various offerings within the business plan and operate a not-for-profit business togenerate economic benefits for the town and the broader region
The redevelopment of the Geeveston Town Hall will take a staged approach and can be broken into three key development stages
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 5
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
Stage one involves the establishment of an operating entity for the GTH building the reinstatement of a Visitor Information Centre on site the redesign ofthe museum to the upper floor and the development of flexible space that can satisfy community events for local and tourism purposes and includes agallery space for community exhibitions
It is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in time for the peaktourism season
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
A critical success factor in the implementation of stages two and any other future development is the achievement of funding to execute the buildingcapital works This would involve grant funding and co-contribution funding
The financial operational forecasts demonstrate that with prudent management the building can be operated at a profit and can contribute rent to thebuilding owner The visitor centre is a significant operational unit which captures value from the available tourism market and positions the town as a keygateway to the far south The building operator will employ staff and contribute generally to the economy of the township as it will require products andservices to operate many of which will come from the local suppliers
There will be a requirement to fund the establishment of the new operating company and also the visitor centre This will need to be in the form of smallassets and also some operational cash flow to enable the commencement of operations HVC must be a leader in the establishment of these newoperations and should consider how they may be funded
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 6
Geeveston Town Hall Situation
The Township of Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk
Total visitor numbers to the Tahune Airwalk have remained steady at around 70000 tickets sold per year for the past 3 years of which around 30 are soldthrough the Geeveston Forestry and Heritage Centre
There are estimates ranging from 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek information aboutsurrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unableto purchase or book anything other than tickets to the Tahune Airwalk and tourism art and craft merchandise The closest VIC is located at Huonville
Furthermore there is an undersupply of accommodation options for all segments of the market The number of visitor nights captured in Geeveston hassignificantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston isrelatively unchanged and there is opportunity to capture a larger share of visitor nights
There is also a gap in the supply of hospitality services for visitors There are currently three hospitality providers in Geeveston and it is noted that there isan inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there isopportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of wilderness waterways and environmentally basedtourism experiences However there appears to be a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
There is a lack of dynamism and contemporary presentation for the history and heritage of the region Capital expenditure on the streetscape and the mainstreet buildings has been very minor with little change over many years The format of the current Geeveston Forestry and Heritage Centre displays is notcontemporary and is not managed to actively encourage re-visitation
Visitors to Geeveston are not inspired to stay and spend time as the current township facilities and amenities lack appeal and do not encourage a feeling ofcomfort and enjoyment
Geeveston has significant issues in relation to the township roadways and how they encourage visitors to enter the main street Signage traffic flow andtownship appeal are all important factors for the future in making Geeveston a more successful township and visitor experience
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 7
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity ofattractions and support services Geeveston and the ldquoFar Southrdquo are well noted as day trip destinations from Hobart or Huonville Geeveston needs toreposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Geeveston Town Hall Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated asa visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community businessmodel
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has astrong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelingsof well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wishto activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see asvaluable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
The Geeveston Town Hall is a public asset owned and maintained by the Huon Valley Council The Council will continue to act as a facilitator of communityand economic development and management of the asset for strategic value into the future But they do not wish to deficit fund the operations of thebuilding into the future Any future operations need to provide long term sustainability
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania does not intend tocontinue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This businessincludes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestryoperations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays andsimilar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver ofvisitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 8
visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction withvisitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the areaGeeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead theForestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centrehave shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for thetownship and all tourism and visitor activities the region has to offer
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatlyinterested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to beregularly involved Even the Geeveston Records and History Society are rarely involved in the site to organise events or to manage the presentation layoutfor the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalktickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from thisactivity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas
Some observations include
bull The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy
the place
bull The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural
advice to plan for contemporary commercial and community use
bull The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access
and to appreciate the surrounding offering of main street Geeveston
bull There is ample parking adjacent to the building that already services commercial and private road users
bull The building is within close proximity to Heritage Park that currently has a master plan under development
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 9
bull The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
bull The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to
other sites of this type
o Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
bull The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
bull The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great
potential for refitting for multipurpose use
Geeveston Town Hall SWOT Analysis
Strengths
bull Ideal location in centre of township and on the main street
bull Ample parking adjacent to the building
bull Close proximity to Heritage Park
bull Significant and flexible floor space
bull The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
bull Highly interested and committed local resident and business community
bull There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
bull Existing banking tenant is stable and critical to the function of the town
bull The building has a long history of supporting tourism history culture and heritage
bull The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
bull The building is structurally stable maintainable and low cost in its current form
Weaknesses
bull In its current format the building does not encourage visitors to stay and enjoy the place
bull The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
bull The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main
street Geeveston
bull The floor space is currently grossly underutilized
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 10
bull The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
bull The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and
businesses in the area
bull The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
bull A very low level of local community engagement and use even though there is a high desire to do so
Opportunities
bull Refocus the buildings purpose on engaging visitors and representing its region
bull Integration of industries through a multi-purpose occupancy model
bull To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
bull A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
bull To position Geeveston via the Town Hall as the gateway to the southwest
bull To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
bull To encourage connections to other surrounding townships and attractions
bull To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through
communication of clear intent and design
bull To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community
groups volunteer groups)
bull Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
bull To encourage investment and employment through the attraction of new business players and industry spending
Threats
bull Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
bull Availability of capital funding to redesign the buildingrsquos purpose
bull Inaction will cause a rapid and continual degradation of the tourism economy for the region
bull A lack of confidence in the region will constrain further tourism industry growth
bull The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
bull If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more
important economically
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 11
Situational Summary amp Opportunities
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate communityand economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competingpriorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses thathave far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the siteinto the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industrieswithin the region to maximize tourism experiences and promote the Huon Valley brand Tasmania has an ever-increasing reputation for quality and uniquefood It also has an increasing number of agritourism businesses offering visitors food and beverage and interpretive experiences The Geeveston TownHall is in the ideal region to link in with this significant trend
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the townshipitself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or alack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players butit will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 12
Geeveston Town Hall ndash the future
Community Engagement ndash Stage One
Community consultation has been undertaken during this process in accordance with the Councilrsquos Community Engagement Framework Initially stage onecommunity engagement was undertaken with key stakeholders at a workshop held on Wednesday 13th May 2015 The purpose of the workshop was tomeet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building Follow up discussions were also undertakenwith a range of community and industry stakeholders in relation to this project
The community engagement undertaken as part of stage one provided Summit Strategy with a list of community driven overarching objectives and goalsthat the building should aspire to as well as a range of ideas for the future use of the building This formed the basis for assessment for the feasibility studyand the input has been utilised in developing the following vision objectives and scope of use for the building
Vision
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a communityasset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history and its natural competitivestrengths and inspires a future of collaboration and industry diversity
Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community bull To tell our stories
bull To connect people with each other
bull To respect the culture history amp heritage of the area
bull To contribute to community wellbeing of the local area and region
Economy amp Industry bull To connect our town to the region and the world
bull To encourage new industries
bull To encourage employment amp confidence for investment
bull To offer our visitors great experiences
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
bull To be a driver for visitation to Geeveston a
Operational bull To be active engaging vibrant dynamic and contemporary
bull To be an attraction in its own right
bull To maximize the availability of community capital for cost effective resourcing
Governance bull To achieve continuous and stable governance
bull To achieve ongoing financial sustainability
Scope of Use
In order to achieve the communityrsquos vision and objectivesof tourism with services to promote the region making provision for high quality food and beverageand cultural experiences
Economicgrowth forGeeveston
VisitorInformation
Centre
Hospitality
(retail)
CommunityEvents
Arts amp Culture
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
To achieve continuous and stable governance
To achieve ongoing financial sustainability
vision and objectives for the Geeveston Town Hall it is proposed that the building be setof tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts
Economicgrowth forGeeveston
Museum interpretation
centre
Integratedtourism
operations
Seafoodexperience
centre
Page | 13
nd connect visitors to surrounding offerings
be set up for the primary purposeswhilst supporting a rich mix of community events arts
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 14
Primary Options for Development amp Use
The following primary use options are valid and sustainable for the Geeveston Town Hall into the future The staging of this development is outlined infurther detail under the Implementation Planning section below
The preferred opportunities for initial development are as follows
bull A Visitor Information Centre that provides clear interpretation of the region focuses on selling and promoting Southwest accommodation
experiences and attractions acts as a gateway to the lsquoFar Southrsquo maximises the regions tourism economy and also sells local unique goods with
strong linkages to the creative industries of the region
bull A high quality flexible Gallery Exhibition Space to house exhibitions from local and Tasmanian artists and craft designers with potentially
significant curated exhibitions into the future
bull A fully modernised Museum for cultural and heritage presentation and interpretation of the region
bull A flexible Events Space that will satisfy community events for local and tourism purposes and encourage development of community enterprise
creativity and connection
bull A public lift and amenities with access from inside the building
Further development opportunities in future years include
bull A high quality Cafeacute andor Restaurant underpinned by a commercial kitchen that can also run community events and functions
bull Collaboration of Southwest Tourism Experiences involving tour operators and guides adventure tourism and agritourism suppliers
bull A Seafood Experience Centre to showcase Tasmanian salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Design Concept
Project architects Preston Lane established concept drawings based on the primary options for development and use outlined above The specialcharacteristics and use detail take into consideration the communityrsquos vision and objectives for the future of the Geeveston Town Hall
The concept drawings form Appendix A to this report and demonstrate how the building could be renovated improving its utility for these purposes andalso improving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park andthe township car park
The key elements of the design concept include
bull Maintaining the integrity of the existing building
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 15
bull Celebrating the interior spaces and heritage of the building
bull Improving the appeal of the building within the streetscape through the re-arrangement of traffic flow
bull Providing a more pedestrian scale along the building edges through the widening of the footpath
bull Creating access through the building and providing linkages between the building and external spaces and beyond (towards the park)
bull Providing greater interaction with the building through the form of the extended works (on the carpark side) and
bull Making the new works subtle yet iconic with reference to the past through materials used
Community Engagement ndash Stage Two
From 15th to 24th July Huon Valley Council undertook community engagement to seek feedback on the primary options for development and use of theGeeveston Town Hall
All Geeveston residents and businesses received a letter inviting them to provide feedback via an online survey available on the Councilrsquos website Thecommunity engagement was also advertised throughout the wider region Community members were informed about the process to date the vision andobjectives for the building and were provided with concept drawings The survey contained a mix of both quantitative (data collection) and qualitative(open comment) questions and aimed to gauge the overall community support for the proposal
In total 84 responses were received via the online survey with additional submissions received from community members regarding the concept designs
In summary the survey provided positive results in all the questions raised regarding the proposal Many residents and interested stakeholders have ratedthe use concepts highly when comparing them to the vision and objectives for the GTH
The positive response received from the community engagement process indicates that the community will use contribute to participate in and supportthe future uses of the GTH building thus helping the GTH to become an attraction in its own right connecting people with each other and encouragingemployment and confidence for investment
The online survey results are detailed below
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Quantitative Survey Results
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosiagree) 143 of respondents disagree (choosing 1 ndashscale of 1-5)
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosindash strongly disagree or 2 ndash disagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Page | 16
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosi ng 4 ndash agree or 5 ndashstronglydisagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4respondents disagree (choosing 1 ndash strongly disagree or 2
643 of respondents support the overall concept 131 of respondents do not support the o
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4 ndash agree or 5strongly disagree or 2 ndash disagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1
643 of respondents support the overall concept 131 of respondents do not support the o verall concept while 226 of respondents are unsure
Page | 17
agree or 5 ndashstrongly agree) 226 ofdisagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1 -5)
verall concept while 226 of respondents are unsure
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 18
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurethey were very supportive of the various uses within the building using the services themselves contributing andor participating in events at the site andtaking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurevarious uses within the building using the services themselves contributing andor participating in events at the site and
taking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Page | 19
Positive responses were received to how the community would see themselves engaging with the GTH building into the future The public indicated thatvarious uses within the building using the services themselves contributing andor participating in events at the site and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Demographic Information
Page | 20
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 21
Qualitative Survey Responses
Survey respondents were also invited to provide general comment regarding the proposal There are many comments that applaud the concepts and usesidentified Overall the results of the survey were very positive however it is noted that several areas of concern were raised which broadly cover five mainthemes
A copy of the written comments received via the online survey is included in the Summary of Survey Results report
Area of concern Summary of comments Proposed Response Action
Cafeacute commercialkitchen
Some concerns raised around the inclusionof a cafeacute due to competition in hospitality inthe township However respondents werenot necessarily opposed to a commercialkitchen or restaurant being available in thebuilding
It is noted that the proposed cafeacute restaurant commercial kitchen is not identifiedas part of the stage 1 implementation but will be considered as part of the nextstage of the project
Some respondents included verbatim comments asking for another cafeacute not to beallowed in the town These comments do not seem to have any other basis otherthan to constrain competition in favour of existing shop retailers in the township
This area of community concern is further addressed in the Economic Impact sectionbelow
Public toilets Some concerns raised around the locationand availability of public toilet facilities inGeeveston
The location of public toilets will be considered as part of future stages of projectimplementation
Currently visitors to Geeveston are not inspired to stay and spend time as thecurrent township facilities and amenities lack appeal and do not encourage a feelingof comfort and enjoyment
It is important that the location of public toilets be well considered as the businessplan aims to increase visitation to Geeveston and capture a greater share ofeconomic value from tourism Timing will also need to be considered in terms offuture stages of implementation and other developments being undertaken in thetownship
Traffic management car parking
Some concerns raised around the impact ontraffic flow from widening the footpath in
Traffic management considerations will form part of the planning in futureimplementation stages and would need to comply with relevant procedures and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 22
Church Street and car parking availability inGeeveston
regulations
Geeveston has significant issues in relation to the township roadways and how theyencourage visitors to enter the main street Signage traffic flow and townshipappeal are all important factors for the future in making Geeveston a moresuccessful township and visitor experience
Timber veilsurrounding thebuilding
Some concerns raised that timber and steelwould not suit the timber heritage feel ofthe Geeveston township
It is noted that the concept drawings provided to the community incorporating thetimber and steel veil are concept only at this stage and that final plans will not beapproved until future stages of the plan are implemented
Sale of TahuneAirwalk tickets
Concern was raised that there was nomention of the sale of Tahune Airwalktickets in the building
It is regarded that the sale of Tahune Airwalk tickets is a critical componentattracting visitors to the township of Geeveston and also an important point ofvalue capture that can assist in sustaining Geeveston Town Hall operations The saleof Tahune Airwalk tickets is part of all stages of the Business Plan and included inestablishment of a fully functioning Visitor Information Centre on site
QVMAG Comparison and Insights
Richard Mulvaney Director of the Queen Victoria Museum and Art Gallery (QVMAG) was interviewed to gain a perspective on the donations policy andvisitor engagement experience of the QVMAG
Annual visitors to QVMAG are around 138000 visitors per annum The museum is a significant facility incorporating many partner and allied organisationsIt is a major draw card for the city of Launceston and a significant events venue With an operating budget of approximately $32M from State of Tasmaniaand around $12M from Launceston City Council the facility is a large publicly run enterprise
Their donations experience is that they achieve less than $2 average per visitor However it has been noted that the profile of visitors is important to this asa high proportion of locals would reduce donation performance It is noted that GTH has a high proportion of mainland and international visitors
There are three donations boxes within QVMAG They are constructed as double sided as many visitors will donate on the way out at the end of theirexperience Merchandising and museum shop is an important element that augments the museum and gallery experience Also the hiring of rooms formeetings and events is a great way to encourage visitation and involvement of the business and various industry communities
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 23
Business Strategy
Given the economic and social situation of the Geeveston Township and its surrounding region it is critical that drivers of economic demand and progressare in place for the future The investigations and concept developments at the time of developing this business plan are focused on development of theGeeveston Town Hall and the business concept behind it that will drive the economy of not just the township but also the broader region
This strategy must be focused on delivering the strategic development of this key public asset to create a building and experience of significance to drivesocial collaboration tourism development and industry development The clear strategy of focusing the building on tourism is compelling particularly forthe purposes of
bull tourism information for the region (incorporating product and experience sales)
bull creative industries (exhibiting and selling regional art and designed goods)
bull agritourism (hospitality food experiences) and
bull history and heritage museum (stories of the past display and exhibition of key artefacts experiences and interpretation)
It is also clear that this building should be managed by an independent organisation to that of its Government owner This has the benefit of ensuring thatcommercial principles underpin the development management and sustainability of the enterprise and its strategic partnerships In doing this Huon ValleyCouncil as ldquoasset ownerrdquo can have a relationship with a single ldquooperatorrdquo This ldquooperatorrdquo can either run internally or outsource the running of the variousservices that the building will offer
Core Business
The core business of the Geeveston Town Hall will be to facilitate the development and management of a significant building that will house services thatare important to the region The core business of the building will relate to tourism and hospitality creative industries and community engagement
The core business must generate economic value for the building to support its maintenance and its services sustainability and also generate flow oneffects to the surrounding economy
Differentiation
The Geeveston Town Hall must differentiate itself from other attractions within Tasmania by using the following factors
1 Creating a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
2 Designing and developing a unique building that is in itself a building of significance within the region and Tasmania
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 24
3 Offering unique experiences to encourage interest
4 Maintaining momentum and dynamism in the content that is onsite to encourage revisitation
5 Achieving greater community engagement and involvement ie development of community enterprise and
6 Gaining involvement of industry players to drive diversity and synergies that generate sustainability outcomes and strengthen the offering and
provide reasons to visit Over time the Geeveston Town Hall will develop greater levels of collaboration between tourism creative industries and
agribusiness sector businesses
Value Proposition
The following are elements of the value proposition for the Huon Valley economy for the development of the Geeveston Town Hall
bull The GTH will become a destination in itself with strong branding and positioning to create an identity for the building and township of Geeveston
bull Geeveston will become a gateway to the ldquoFar Southrdquo driving visitation to the region and capturing an increased share of tourism value through the
promotion and sale of tickets to surrounding attractions and experiences including the Tahune Airwalk
bull The GTH will offer a centralised presentation opportunity for the regionrsquos industries and encouraging greater synergies within industries such as
tourism agritourism and creative industries creating confidence for investment
bull The on-selling and reselling of unique local goods and services will help to support and promote the regionrsquos creative industries
bull The GTH will encourage the development of community enterprise volunteering and community involvement
bull A service level agreement between GTH Co and HVVC will achieve cost efficiencies through staff and technology sharing between the two sites
bull Huon Valley Councilrsquos planned redevelopment of Heritage Park will increase access and linkages to the GTH and the main street and continue to
develop Geeveston as a destination for locals and visitors
bull Proposed traffic management and car parking changes within the township will enable greater access to Geeveston for both vehicles and
pedestrians
bull Staged implementation of changes to the GTH building will encourage other planned changes in the township and allow time to adapt
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 25
Product amp Experience Offering
Purpose Use Use Detail amp Benefit Target Markets
Tourism Visitor Information Centre A Visitor Information Centre that provides clearinterpretation of the region focuses on selling andpromoting Southwest accommodation experiences andattractions acts as a gateway to the lsquoFar Southrsquomaximises the regions tourism economy and also sellslocal unique goods with strong linkages to the creativeindustries of the region
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Creative industries (unique goodsfor sale on consignment)
Integrated tourism operations Collaboration of Southwest Tourism Experiences involvingtour operators and guides adventure tourism andagritourism suppliers
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Seafood experience centre A Seafood Experience Centre to showcase Tasmaniansalmon and shellfish based seafood that Tasmaniaoperates as commercial fisheries Potential linkage tohospitality provider
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
History amp Heritage Museum interpretation center A fully modernised Museum for cultural and heritagepresentation and interpretation of the region Historicaldisplays and artefacts managed by the community andGeeveston Archives and History Society
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
School groups
Community Events Flexible space A flexible Events Space that will satisfy community eventsfor local and tourism purposes and encouragedevelopment of community enterprise creativity and
Local residents
Local businesses workers
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 26
connection Social enterprise
Gallery and exhibition space A high quality flexible Gallery Exhibition Space to houseexhibitions from local and Tasmanian artists and craftdesigners with potentially significant curated exhibitionsinto the future
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries
Hospitality (Retail) Cafe
Restaurant
A high quality Cafeacute andor Restaurant underpinned by acommercial kitchen that can also run community eventsand functions
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries (catering)
Social enterprise (catering)
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 27
Economic Impact
Visitor Information Centre Regional Extension
As has been identified earlier in this plan Geeveston has a significant role to play in servicing visitors to the region and in particular to encourage visitationto surrounding experiences With the significance of the Tahune Airwalk visitation and that to Hastings Caves Ida Bay Railway and Hartz Mountains just toname a few Geeveston simply must perform as a tourism town Its current infrastructure and services are sub-standard and if they do not improve thetown will falter and the region will suffer from a flat or reducing tourism industry
Huonville has operated a visitor information centre (HVVC) for a number of years It has built a model that ensures that it can yield visitor spend based onits visitor profile The current Forest and Heritage Centre (FHC) has more annual visitors than the HVVC These visitors are journeying deeper into theregion and are seeking advice and guidance on what is in the surrounding area and importantly tickets to key attractions
It could be perceived that another visitor centre in Geeveston would cannibalise the sales of Huonville however the two visitor centres should becomplementary and they can be collaborative Even in its current form the FHC is an experience and an important one that is central to the survival of thetown The FHC already outperforms the HVVC on merchandise sales and overall turnover The two sites play different roles in the journey of the visitor andwill sell different product that is more relevant at any point in time This of course will be partly because they will have a different presentation andoffering
Each visitor centre in the region should strive to offer unique experiences and goods if possible however complete diversity is not achievable as there canalso be opportunities for cost efficiencies in stocking general memorabilia and clothing merchandise The diversity of offering onsite is significant enough toencourage multiple visits to VICrsquos throughout the region
The economic impact on the tourism economy in having a visitor centre in Geeveston vastly outweighs any negative impact of minor cannibalization thatmay occur It must also be noted that it is unknown how much opportunity cost is currently being experienced with the FHC in place with greatly restrictedofferings
Geeveston township sustainability and its prospects for growth will be greatly diminished if a visitor centre is not in the town and the surrounding tourismeconomy and community would suffer as a result
Competition in Tourism and Hospitality
There appears to be a gap in the supply of hospitality services for visitors within the township There are currently three hospitality providers in Geevestonbut it is noted that there is an inconsistency in business operating hours lower than acceptable food and service quality and the townshiprsquos services areunavailable or limited after 4pm
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 28
A key element of this plan is for the GTH to be a destination in its own right and a gateway to the lsquoFar Southrsquo Geeveston therefore has a significant role toplay in servicing the increased number of visitors to the township and region and to capture a higher share of visitor spend on food and beverageParticularly during daylight savings months there is opportunity to provide more lunch or early dinner offerings for tourists
A cluster of food offerings ie cafes restaurants within the township will promote both competition and cooperation and grow the townships reputation asa place to eat which is currently lacking Operators will compete to win customers thus encouraging quality product offerings and customer servicedriving innovation in filling gaps within the market
Introducing competitive hospitality providers within the township will aim to raise the level of overall hospitality services and offering to visitors Qualityand appealing food options within the township will help to develop Geeveston as a destination of choice for locals and visitors a reason to visit and tospend time
It is critical that agritourism linkages are in place to support tourism hospitality for the town Quality providers of fresh regional and Tasmanian produce area very important component and the township seemingly has an undersupply of hospitality services of this type particularly of a quality and standard thatis acceptable to interstate and international tourists
Township Performance and Effect on Micro-Economy
This project aims to develop feasible uses for the future of the GTH that will benefit the economy of the region and maintain the building for the future
Geeveston is one of the townships hardest hit by the decline of the forestry industry in Tasmania
The redevelopment of the GTH will bring a new wave of opportunity to the local economy as there will be a raising of the standard of the townrsquos amenitynew service offerings and experiences new employment capital development expenditures increased tourist visitation and commercial development ofthe town in general brought about by competition
Improvement in value capture of the township within the region will have positive ongoing economic impacts for stability for existing businesses andemployment
Without improvement in the township offering and competition the township would not change and keep pace with the demands of the modern touristsettler or business investor
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 29
Implementation Planning
Staged Implementation Overview
The redevelopment of the Geeveston Town Hall can be broken into three key development stages
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
It is proposed that the GTH be operated in future by a new company limited by guarantee (GTH Co) run by a community Board balanced withrepresentatives from the key stakeholder groups The first step in achieving this business plan is the establishment of an operating entity for the GTHbuilding
As part of stage one it is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in
time for the peak tourism season as well as some provision for a community gallery and flexible use space In order to achieve this a number of key
activities would need to occur These include
bull Establishing an organisational structure governance Board and support mechanisms
bull Re-establishment of the visitor centre utilising existing resources and small assets and partnering with the HVVC
bull Resetting the museum and preparing for a new contemporary presentation
bull Seeking assistance with museum for maximising the visitor value from the historical stories
bull Engaging with regional creative industries through the Huon Valley Arts Cooperative Initiative
bull Organising community events that provide value for locals and encourage greater levels of planning sharing and connection with established
activities
bull Organising an initial calendar of ldquoshowcase eventsrdquo for the township and region that would attract Southern Tasmanian visitors primarily for day
trips and visitors from northern Tasmania whilst on intrastate holiday and
bull Establishing an interim identity for the building that signals a change from the current format and function and a transition to the new concept that
can be promoted ahead of time
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 30
Stage one is ultimately a ldquoproof of conceptrdquo stage during this initial stage the Geeveston community and key user groups would need to be engaged with
and challenged to ldquoprove the business modelrdquo before commencement of the stage two developments The key groups include
bull Geeveston Archives and History Society
bull Regional designers artists and gallery owners ideally working through the Huon Valley Arts Cooperative
bull Tourism operators accommodation providers and visitor centre workers
bull Volunteer groups
bull Various other Township associations
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment It is noted that this stage and any future implementation stages would be highly dependent on grant funding and co-contribution funding
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
Stage One ndash Reset the Base
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
To reinstate a Visitor Information Centreon site that also sells local handmadegoods either as stock items or onconsignment with strong linkages to thedesigners retailers
The TTIC must have the ability torepresent the region in a compellingway there must be clear interpretationof the region (lower floor)
Significant generator of visitation toGeeveston encouraging increased lengthof stay and spend
Utilise the existing shop and officeinfrastructure
New tourism and retail display systemsto be implemented
Prior to 201516 peak tourismseason ndash Spring 2015
Local handmade arts andcrafts
Local markets and events
To include a flexible space that cansatisfy community events for local andtourism purposes and include a galleryspace that could house exhibitions from
Low given that use is likely to be a mix ofexhibitions events and meetingsResetting the special layout and creatinga visitor experience that is also a flexible
Likely to be progressive but canrsquotbe too far behind the VICdevelopment
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 31
Community engagement local and Tasmanian artists
(lower floor)
area is the challenge
Detailed planning for the lower floorspace that is not to be utilized by VIC
Cultural and heritage To reset the museum component to theupper floor only
(upper floor)
Moderate refit impact however fullimplementation would result in a highimpact
Staged development is warranted
Initial stage would commenceimmediately ie prior to summer2015
Stage Two ndash Repurpose for Community and increase capacity
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Commercial Gallery with potentiallysignificant curated exhibitions into thefuture
Modest to low given the need to meetminimum standards and be a flexibleexhibition space Security andenvironmental quality issues will beprimary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural andheritage presentation of the region ldquoRe-think museumrdquo
Significant on both space utilization andrequired quality of fit out Maximisingartifacts and interpretation value
Long term design Unknown timing
Community engagement Development of community enterprisetaking a proactive hand in utilising thesitersquos flexible area encouraging creativityand connection
Low given that use is likely to be a mixof exhibitions events and meetings
In line with site development onlower floor
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercialkitchen that can also run communityevents
(lower floor)
Significant due to hospitality kitchenrequirements and goods storage andinout facilities
Commencement as soon aspracticable however operatoridentification will force a delay ndashWinter 2016 is the idealdevelopment timing
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 32
Stage Three ndash Encouraging Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
Creating a tourism hub Potentially some integration of touristservices onsite Yet to be defined ingreater detail
Post 2016 summer period
Creating connections with Heritage Parkand its development
ie bicycle hire storage of key rentableequipment music festival outdoor artsdisplays etc
Emerging linkages that are yet to haveclarity
Unknown
Creating connection with surroundingtownships
ie via bike track maps andpresentations
Accommodation and stop overlocations Services offered at regionallocations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be themarshaling point for all visitors enteringfor experiences Boating Kayakingbiking walking and wilderness visitsThis may require a range of facilities toaccommodate
Unknown
Linkages to local industries Creating connections with theaquaculture industry
ie salmon experiences restaurantoffering
Related to food tourism and foodofferings Could be significant if aseafood experience centre is theconcept eg aquarium and otherfeatures
Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 33
Detailed Implementation Plan
As of 31 October 2015 the Forest and Heritage Centre will cease operation at the Geeveston Town Hall The following table details the majorimplementation tasks for Stage One of the Geeveston Town Hall development with the aim of having a fully functioning Visitor Information Centre andMuseum operating by the end of November 2015 in time for the peak tourism season as well as a community gallery space
Whilst every effort has been taken to identify the key activities that would need to be undertaken to successfully implement stage one final planning andbudget requirements will ultimately need to be undertaken by HVC as the key decision maker and source of seed capital for this venture Of course thefollowing plan and budget may be lower than expected if HVC has the capability to insource some of the establishment works
It is not feasible to provide specific details of implementing further stages at this time but it is noted that any future implementation stages would be highlydependent on grant funding and co-contribution
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 34
Stage One Implementation
Initiative Strategy Task Timing Responsibility Estimated Budget
Establish the OperatingEntity
(Set up stage Sept Oct Nov)
bull Establish legal entity and constitution Sep 2015 HVC $5000-8000
bull Establish representative community Board Sep 2015 HVC $2000
bull Establish foundation budget amp funding Sep 2015 HVC Potentially $15000-$20000
Also linked to TVIN budgetfor assets and stock
bull Finalise human resource plan and recruitment Oct 2015 GTH Co $6000-$8000
bull Execute lease amp other partnership agreements (ie
HVC lease support from Huon Valley Visitor Centre)
Oct 2015 GTH Co $2000
bull Establish tenancy terms with Geeveston Records amp
History Society (for operation of museum)
Nov 2015 GTH Co $1500
bull Set up community support structures
o Establish community events sub-committee
o Hold a community ldquoworking beerdquo
Nov 2015 GTH Co Nil
Establish Visitor Centre
(To be in full operation by 1December 2015)
bull Identify amp purchase operational assets
o Computers amp telephone system
o Office furniture
o Visitor centre signage
o TVIN membership
o Tourism brochure displays
o Retail displays and shelving
Oct 2015 GTH Co Less than $20000
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 35
Initiative Strategy Task Timing Responsibility Estimated Budget
o Initial stock holding
bull TVIN membership Oct 2015 GTH Co Within the above
bull Booking amp reservation system Oct 2015 GTH Co Within the above
bull Refit GTH retail area as Visitor Information Centre
o Booking desk brochure stands racks
poster positions digital signage displays
retail shelving and stands interpretive
display boards etc
o Many items will be made available by
Forestry Tasmania (exact items yet to be
confirmed)
Nov 2015 GTH Co Within the above
bull Finalise HR plan amp undertake staff training Nov 2015 GTH Co Operational budget $2000
bull Develop merchandising plan Nov 2015 GTH Co $2000
(test stock and advice)
bull Finalise budget Nov 2015 GTH Co As above
Reset the Museum
(To be in full operation by 1December 2015)
bull Finalise the commercial agreement with the
Geeveston Records amp History Society
Oct 2015 GTH Co As above
bull Redesign the museum space to the top floor only Nov 2015 GRampHS Unknown but minimal(community project)
bull Seek assistance with interpretive panels Nov 2015 GRampHS Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 36
Initiative Strategy Task Timing Responsibility Estimated Budget
bull Establish a museum operations plan Nov 2015 GRampHS andGTH Co
Nil
Establish CommunityGallery Space
bull Engage with regional creative industries through the
HVC Arts Cooperative Initiative
Oct 2015 GTH Co Nil or minimal
(insourced)
bull Reset dedicated GTH space for community gallery
operations ie partitions and mobile walls
Nov 2015 GTH Co HVCArts Co-operativemembers
Community arts workingbee
Potentially Arts Tas minorsponsorship
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
The Business amp Financial Model
Business Model
Relationship
Tenants
Operator
Owner
Visitor Centre
Internal toGTH Co
The Business amp Financial Model
HVC
GTH CoCommunity
Board
Visitor Centre
Internal toGTH Co
Museum
Outsourced
Gallery
Internal toGTH Co
Cafe Restaurant
Outsourced
Page | 37
Cafe Restaurant
Outsourced
Events
Internal toGTH Co
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 38
Financial Model
The budget for operations of the new venture GTH Co has been created using an approach showing the basis for operations of stage one as a full yearfinancial operational budget forecast The budget has then been built showing the financial impact of more developed operations within a stage two
An overall master budget has been created for the operating entity using the working title GTH Co as well as separate operating budgets for each of thetenants or services operating within the business
Budgets have been cast on an annualised basis due to the uncertainty around timing of start-up and potential capital development periods whereinterruption will be experienced
The core objectives of the financial model are
bull To establish operations on a profit basis using normal commercial principles
bull To ensure that an independent company can be the ldquooperatorrdquo of the GTH that does not require ongoing subsidisation from HVC to remain
feasible
bull To take into account reasonable estimates that follow principles of prudence by overstating costs and understating revenue
bull New operational principles that affect revenue raising have been researched as far as is practicable at this stage based on available source
historical financial data but may require further work
The complete budget papers were tabled at the HVC Workshop on 18th August
Key Assumptions
Several key assumptions have been made in relation to the operating budget and have been built into the Excel cash flow statements These are as follows
Business Unit Stage One Implementation Stage Two Implementation
Visitor Information Centre (VIC) Visitor center sales for attractions in line with historicalperformance Critically the VIC will be selling TahuneTickets along with the normal TVIN accommodationexperiences and products lines
Tahune sales at 30 of total Tahune tickets
Year two growth after renovation Tahune modest growthHastings modest growth 2 CPI price increase across theboard
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 39
Accommodation bookings very low due to locationdisadvantage and local offerings Only 150 room nightsbooked
Stable accommodation bookings at low levels
Merchandise sales based on FHC existing sales plusadditional sales from new stock and consignmentgoods Retention of some existing FHC merchandiseitems to be sought Eg Island specialty timbers andlocal wood crafts
Merchandise growth particularly in regional goods
Stock sales of $150000 at 50 GP
Existing FHC merchandise shop sales are $110K paCOGS at lt 40
Growth in stock sales to $190K
VIC operations run by GTH Co in collaboration withHVVC Some subsidized services paid for to HVVC
No change
All staff employed by GTH Co and staff utilized acrossall functions (inc VIC museum and events buildingdaily operations)
No change
Museum Donations collection based on $18 per donation 12 strike rate
Stable but growing
Contributing rent and electricity No change
Agreement for 40 rent from donations and 10 tostaff costs
Events Minimal events planned for FY16 25 1 eachfortnight Average venue revenue $200 per session
Events growth after refurbishment Some pricing andcommercial terms review due to significant facility change
No labour cost Possible change to labour contribution
Most cost increases borne by external operators using the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 40
Electricity apportioned
Rent applied pa
facility with their own labour
Gallery No commercial gallery operations in FY16
However GTH Co will encourage arts associations toprove gallery concept and offer space at a reducedevent rate for exhibitions
Commercial gallery to launch after refurbishment
Sales of artwork and goods to commence
No budget for capital works at this stage Reliance onvolunteer labour and community contributions for thefirst year
Regionally significant gallery boosts visitor numbers andextends length of stay in the far south
Cafeacute Restaurant No cafeacute or restaurant Cafeacute lease established after renovation during year 2
Rent rates in line with Church St prices $200-250 per weekfor an average cafeacute site
Site Occupancy and Financial Framework
Geeveston Town Hall Co (GTH Co) will hold the head lease for the site with Huon Valley Council GTH Co will have the right to sub-lease the premisessubject to agreed uses and approval of tenants by the full Board of GTH Co GTH Co will negotiate an appropriate rental return with HVC taking intoaccount the establishment costs of the site and the target return for HVC
The holders of tenancies are planned as follows
1 The Visitor Information Centre will be operated by GTH Co and will hold the head lease
2 The Museum will be offered lease terms and be run by the Geeveston Records and History Society The museum will pay rent and also subsidise
staffing costs
3 Events Space is operated by GTH Co and rent contribution will be charged from all revenue received for events
4 A Cafeacute is contemplated for the second period after renovation A lease would be assigned for this space at commercial rates
5 A Commercial Gallery is not planned to launch until after renovation and in the interim arts community members will be welcome to hire space as
per the events space with negotiated pricing terms
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 41
Financial Targets and Contributions
Capital expenditure estimates are currently being prepared and due to the conceptual level of detail are likely to be estimates based on commercialexperience and examples These estimates will be available at the HVC workshop on 18th August and will be provided as part of the complete budgetpapers
Governance Model
The plan for governance is based on the following principles
bull Achieving a community run facility for the benefit of the broader community and economic advancement of the region
bull Encouraging strategic partnerships within community groups public organisations and industry players to achieve greater value for the community
and the building owner than a purely commercial operator could
Governance Proposal
It is proposed that
1 The Huon Valley Council establish a new company limited by guarantee ie Geeveston Town Hall Company (GTH Co)
2 The GTH Co be run by a community Board balanced with representatives from various key stakeholder groups
a The Board needs to have enough members to satisfy the GTH CO community and industry profile
b Board membership may comprise representatives from HVC industry and community
3 The new company would operate as not for profit business and essentially reinvest surpluses into the GTH and its related operations
Board Structure and Operation
It is suggested that an independent Chairman be appointed However if this is not achievable then the Chairman role could be for a fixed term of 2 yearsrotational across the Board members
Board composition may comprise the following
bull Chairman
bull HVC
bull Township associations
bull Key industry players
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 42
It is suggested that subcommittees be assigned by the Board to critical functions that would in turn enable the involvement of community and industrycontributors to assist and provide guidance to key initiatives A single board member could be chair of a sub-committee and could elect to formulatesubcommittee members from the community
The recommended governance model outlined above is for discussion with HVC The final decision regarding governance structure and operation is to bedetermined by Huon Valley Council
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 43
SWOT Analysis
Strengths
bull The Geeveston Town Hall will become an attraction in its own right
bull The reinstatement of a Visitor Centre on site will be a significant generator of visitation to Geeveston encouraging increased length of stay and
spend
o Sale of Tahune Airwalk tickets
bull Long term financial sustainability
bull Town Hall will encourage continuity of employment in the township and on site
bull Efficiencies will be created though the operating entity owning and managing the Visitor Information Centre (VIC)
bull Efficiencies will be created through partnership arrangements between the Geeveston and Huonville Visitor Centre (HVVC) (ie sharing of
technology and staff)
bull Cost savings and intimacy to be achieved through use of volunteers
bull On selling and reselling of regional goods and promotion of local creative industries
bull Creation of greater access and linkages between the building and external spaces and beyond
Weaknesses
bull Start-up organisation with undefined Board
bull Uncertain funding sources and no currently identified seed capital
bull Current museum interpretive content is not contemporary or appealing
bull Reliance on donations to subsidise operation of the museum
bull Gross profit on VIC operations are traditionally low therefore reliance on selling value added Tasmanian products is high at current township visitor
numbers
bull Public toilets must be moved if the overall concept is agreed
Opportunities
bull To create a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
bull To generate economic value for the building with flow on benefits to the surrounding township and region especially within stage two of the plan
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 44
bull To achieve greater community engagement and involvement ie development of community enterprise
bull To facilitate industry involvement and collaboration between tourism creative industries and agribusiness sector businesses
bull Raise the level of hospitality services within the town and offering to visitors
Threats
bull Duplication of visitor information services within the region
bull Cafeacute restaurant competing with existing hospitality businesses in the township
bull If the VIC is not implemented decreased visitation to the town and region resulting in lower VIC bookings commissions and retail sales achieved
bull Ability to encourage revisitation to the area
bull Ability to attract appropriate tenants to Stage 2
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 45
Risk Analysis
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
1 No action taken amp the GTH becomesdormant
H M This would be catastrophic for the townshiprsquos economy
2 Stage one startup capital notavailable
H L Refer point 1
3 Funding for stage two notachievable
M M Commence advocacy lobbying and applications for funding at the earliestopportunity to enable works commencement no later than autumn 2017
4 Building budget for concept is largerexpectations and funder capacity
M L Lobby State and Federal Government on the merits of supporting regionaleconomies for the longer term economic and social benefits
5 Ability to attract appropriatetenants to stage two and beyond
H L At the earliest stage promote the changing nature of Geeveston and itsregion along with the tourism plan for the Huon Valley Early discussionswith likely tenancy applicants are important
6 Township toilets relocation becomesproblematic for HVC capital budget
M M Build toilets relocation into capital works budget for GTH to ensure thatthe overall project works are budgeted taking a holistic view
7 Introducing a second VIC to theregion may cannibalise the sales ofHuonville
M L The two VICs should be complimentary and they can be collaborativeThe two sites will have a different presentation and offering and will selldifferent product that is more relevant at any point in time
Some minor canabalisation may occur but Geevestonrsquos sustainability andits prospects for growth will be greatly diminished if a VIC is not in thetown and the surrounding tourism economy and community would
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 46
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
suffer as a result
8 VIC not authorised to sell TahuneAirwalk tickets and overallcommission revenue is lower thanexpected
H L Provided the new operator has a sound business structure and a goodworking relationship can be developed Forestry Tasmania would givefavourable consideration to the new operator selling tickets oncommission for Tahune Airwalk The industry standard of 15commission would apply to ticket sales
9 VIC retail sales revenue is lowerthan expected
M L Adjust operating costs to suit adjust retail products and pricingGenerate community support to encourage township visitation increasesfrom intrastate markets
10 Tahune take steps to restrict VICsales via significant onlinedevelopment and discounting
M L Communicate the total offering of the GTH to inbound tourists andcreate partnerships with feeders and referrers for travel to GTH
11 Current museum interpretivecontent is unappealing and notcontemporary
H M This is a core issue for the holding of tenancy for the Museum componentIn future the value generated by experiences and offerings will beparamount for feasibility and sustainability
Encourage the Geeveston Records and History Society to seekprofessional help immediately
12 Museum donations revenue arelower than expected
L M Little can be done about this Review and potentially improvecommunications to visitors Bundle a value-add with the museum andcharge an entry price Much is dependent on the strength of the offering
13 Introducing competitive hospitalityservices within the town seriouslyaffects viability of other operators
M L Township operators must stand on their own competitive positioning Iftownship traders choose not to change or offer greater value and aretherefore not preferred then the free market must be allowed to operate
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 47
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
to the future viability of the town
14 Governance structure fails M L Building owner to reset the lease of the building and remove theoperator
Building owner may provide support and guidance in the initial stages ofcompany establishment to ensure a successful first year of trading andongoing partnership in the stage two building development process
Balanced board members and appropriate representatives withprofessional skills are a key issue for governance success
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 48
Appendix A
Architectural concepts have been created by project architect Preston Lane The concept drawings demonstrate how the building could be renovatedimproving its utility for these purposes and also improving the main street of the town including greater open public area surrounding the building on themain street connection to Heritage Park and the township car park
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 49
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 50
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 51
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 52
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 7
Employment
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Huon Valley (M) (LGA63010) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileLGA63010opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 8
Businesses
There are approximately 1175 businesses in the Huon Valley region encompassing Huonville ndash Franklin Geeveston ndash Dover and Cygnet The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 9
Geeveston Community amp Economic Profile
Geeveston is a small township nestled in the lower reaches of the scenic Huon Valley It has a strong apple growing and forestry heritage and today caters for travelers exploring the nearby forests Hartz Mountains National Park and Picton and Huon rivers
Surrounded by rolling hills and the nearby mountains Geeveston has a range of shops eateries and local attractions and a main street full of hand-carved timber sculptures of famous locals
Apple orchards grow in the lush green valleys nearby and during autumn visitors can buy buckets of Pink Lady Crofton Geeveston Fanny Apple Red Delicious Granny Smith and Fuji apples from roadside stalls
Theres also a creative community of artists and makers who sell their wares on the main street and at a regular market
West of Geeveston is the Tahune Forest Reserve and the popular Tahune Airwalk Here you can walk amongst the treetops past rare species some found only in Tasmania The walkway rises up to 48 metres above the ground and extends for around half a kilometre over the Tahune State Forest and Picton River
Source httpwwwdiscovertasmaniacomauaboutregions-of-tasmaniahobart-and-southgeevestonwhat-to-do|page-1
Key Statistics
Resident population 1430
Median age 41
Number of households 549
Median total household income ($weekly) 765
Unemployment rate 77
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 10
Employment
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 11
Businesses
There are approximately 278 businesses in the Geeveston ndash Dover area The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 12
Drivers of Economic Development
Although it is outside the scope of this project to plan more broadly the economy of the region as Council already has an Economic Development Strategy it is still important to focus on the drivers of economic performance as they are related to the Geeveston Town Hall and the overall Geeveston township and surrounding region
Below are performance measures and targets offered for discussion and further clarification within the context of this project It must be recognized that a singular building development is incapable of being responsible for the total performance of a region however it is also important for this planning project to identify with the overarching objectives for the region One of the major drivers of growth for the region is tourism as this is a natural strength of the region and also a key driver of opportunities where scale and economic diversity can be achieved
Industry Performance Measures for Discussion
Industry Performance Measure
Tourism and Hospitality Room night stock
Visitors to region (total visitors to Geeveston)
Length of stay (nights)
Average spend during stay
Jobs by business type
Jobs created in annual period
$ investment in new activities and assets
Number of new businesses
Other Industries
Seafood and fisheries
Forestry
Creative industries
Jobs by sector
Jobs created in annual period
$ investment in new activities and assets
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 13
Primary production (farming)
Manufacturing (food industrial commercial and consumer goods)
Retail (food consumer goods)
Services (health education transport etc)
Number of new businesses
Tourism Visitation
The Huon Valley
The Huon Valley prides itself on its pristine environment rich living history strong maritime connections temperate wilderness unique accessible wildlife world renowned food and wine and seasonal climate variations
The Huon River is an iconic natural feature of the Huon Valley and weaves its way through the five main townships of Huonville Franklin Cygnet Geeveston and Dover The region has a long maritime and forestry history and is augmented by a rich cultural heritage
The Huon Valley encompasses two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks
Tourism is a key economic driver in the Huon Valley and the region leverages from its two major tourist attractions ndash Tahune Airwalk and Hastings Caves and Thermal Springs
Source Huon Valley Attractions and Experiences Prospectus ndash April 2013
The table below shows a range of statistics based on interstate visitation to Tasmania from January 2011 to December 2014
The Huon Trail commences at Taroona and travels south to Kingston where it splits into two distinct areas of the Huon Valley and DrsquoEntrecasteaux Channel areas Interstate touring route holiday visitors to the Huon Trail increased 23 in 2013 from the previous year and further increased by 32 in 2014 to 154007 visitors
In the 12 month period from January 2014 to December 2014 there were 55687 interstate visitors to the Tahune Airwalk down 20 from the previous year and 22911 interstate visitors to Hastings Caves and Thermal Springs down 11 from the previous year
It would appear from the data below that new accommodation came online in both Cygnet and Huonville during 2014 with a significant increase in overnight visitor numbers and nights stayed in these locations However it is noted that this data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 14
Jan 2011 - Dec 2011 Jan 2012 - Dec 2012
change from
previous period Jan 2013 - Dec 2013
change from
previous period Jan 2014 - Dec 2014
change from
previous period
Day Visitors
Dover (Until June 2006 from July 2007) (Visited) 12141 12439 245 13610 941 12330 -940
Geeveston (until June 2013) (Visited) 38243 37663 -152 26013 -3093 - -
Cygnet (from July 2013) (Visited)~ - - - 14341 - 37329 16030
Huonville (Visited) 73169 68188 -681 75154 1022 67202 -1058
Cockle Creek (from July 2005) (Visited) 9085 7179 -2098 8132 1327 8046 -106
Overnight Visitors
Dover (Until June 2006 from July 2007) (Overnight) 8157 5610 -3122 7906 4093 9223 1666
Geeveston (until June 2013) (Overnight) 5616 7092 2628 4481 -3682 -
Cygnet (from July 2013) (Overnight)~ - - 2521 - 10914 33292
Huonville (Overnight) 15009 12819 -1459 17891 3957 25069 4012
Cockle Creek (from July 2005) (Overnight) 4175 4819 1543 5349 1100 6182 1557
Total Number of Nights Stayed^
Dover (Until June 2006 from July 2007) 37159 66172 7808 18601 -7189 27257 4654
Geeveston (until June 2013) 36663 19441 -4697 8153 -5806 - -
Cygnet (from July 2013)~ - - - 9343 - 75362 70661
Huonville 103104 96799 -612 68458 -2928 140297 10494
Cockle Creek (From July 2005) 11035 12242 1094 14947 2210 12932 -1348
Average Number of Nights Spent^
Dover (Until June 2006 from July 2007) 46 118 720 24 -940 3 06
Geeveston (until June 2013) 65 27 -380 18 -090 - -
Cygnet (from July 2013)~ - - - 37 - 69 32
Huonville 69 76 070 38 -380 56 18
Cockle Creek (From July 2005) 26 25 -010 28 030 21 -07
Average Spend per Visitor ($000)
Average Expenditure per Visitor 1631 1542 -0089 153 -0012 1645 0115
Holiday 2425 217 -0255 2224 0054 2284 006
VFR 088 0949 0069 0862 -0087 0997 0135
Business 113 1166 0036 1153 -0013 1112 -0041
Other 1585 1809 0224 1371 -0438 1336 -0035
Attractions Visited
Tahune Forest Airwalk (from July 2001) 56747 54166 -455 69802 2887 55687 -2022
Hastings CavesThermal Springs 22105 22011 -043 25817 1729 22911 -1126
Touring Route Holiday Visitors
Huon Trail 128232 121686 -510 149298 2269 154007 315
Places stopped and looked around but did not stay overnight
This data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Visitor data for Geeveston was collected until June 2013 so the Jan 2013 - Dec 2014 represents only a 6 month period
~ Visitor data for Cygnet was collected from July 2013 so the percentage change from the previous 12 month period is based on only a 6 month period in the Jan 2013 - Dec 2014 period
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 15
Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk The forests in the region provide the idyllic setting for bush walking fishing bird watching and mountain climbing and biking
As detailed in the table above in the 6 month period from January 2013 to June 2014 there were 26013 day visitors and 4481 overnight visitors to Geeveston from interstate staying an average of 18 nights
It is hard to comment accurately on current visitor trends in Geeveston as Tourism Tasmaniarsquos Tasmanian Visitors Survey ceased collecting data for Geeveston in June 2013 However visitor numbers to the township appeared to be on track to increase in 2013 with 26013 visitors in the 6 month period from Jan 2013 to June 2014
Source Tasmanian Visitors Survey 2014
Tahune Airwalk
Interstate visitors to the Tahune Airwalk were up 29 in 2013 from the previous year but dropped 20 in 2014 to 55687 Source Tasmanian Visitors Survey 2014
Based on this 80 per cent of visitors to Tahune Airwalk are from interstate with the remaining 20 per cent from intrastate
The table below shows Tahune Airwalk ticket sales from 201112 to present
201112 201213 201314 201415 (ytd)
201516 (forecast)
Total Tahune Airwalk Ticket Sales 63566 72982 69347 70759 80000
sold onsite 40 50 55 55
sold online 10 10 10 10
sold at Geeveston Forest amp Heritage Centre 45 35 30 30
sold through TTICs (Hobart amp Huonville) 5 5 5 5
Source Forestry Tasmania May 2015
Total visitor numbers to the Tahune Airwalk have been steady at around 70000 tickets sold per year for the past 3 years Ticket sales through the Geeveston Forest and Heritage Centre have slowly decreased from around 45 to 30 over the past 3 years currently representing approximately 23000 sales as the share of onsite ticket sales has increased Source Forestry Tasmania 2015
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 16
Tickets sold through the Huonville TTIC represent less than 1 with only 701 bookings made to date this year Source Huonville TTIC May 2015
Hastings Caves amp Thermal Springs
Interstate visitors to Hastings Caves and Thermal Springs were up 17 in 2013 from the previous year but dropped 11 in 2014 to 22911 Source Tasmanian Visitors
Survey 2014
The majority of tickets are sold online or onsite
Tickets sold through the Huonville TTIC represent less than 1 with around 100 bookings made each year Source Huonville TTIC May 2015
The Geeveston Forest and Heritage Centre has not been a great promoter of Hastings Caves with only 400 brochures supplied per annum in previous years
It is noted that in the last period that the Geeveston Town Hall operated as a Visitor centre sales of tickets to Hastings Caves represented around 1000 tickets
A conversation held with manager of Hastings Caves indicated that they are very supportive of improving visitor services within Geeveston and are very keen to be involved in establishing a greater level of interpretation and promotion of the experience
Assessment of Geeveston as a Visitor Destination
Based on an assessment of the total list of tourism related businesses for the region there are clearly some significant strategic gaps that need to be addressed for Geeveston and the South to generate greater yield from organic visitation and encourage growth of tourism market share
Most notably the major gaps in developing a more robust tourism economy are as follows
Gap Indicators
Inadequate visitor information services There are estimates of as many as 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek visitor information about surrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unable to purchase or book anything other than tickets to the Tahune Airwalk The closest TTIC is located at Huonville
Undersupply of accommodation options for all segments of the tourism market
In 2014 visitors stayed a total of 140297 nights in Huonville and 75365 in Cygnet a total of 215662 nights The number of visitor nights captured in Geeveston has significantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston is relatively unchanged and there is opportunity to capture a larger share of visitor nights
Undersupply of wilderness and agritourism As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 17
attractions and experiences wilderness waterways and environmentally based tourism experiences Considering the proximity of two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks and the strength of the agricultural sector an assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
Undersupply of hospitality services to satisfy visitor requirements
An assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of hospitality services for visitors There are a total of three hospitality providers in Geeveston
Bakery
Cafeacute
Massaki Sushi
It is noted that there is an inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there is opportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
Lack of dynamism and contemporary presentation for the history and heritage of the region
Capital expenditure on the streetscape and the main street buildings has been very minor with little change over many years
The format of the current Geeveston Forestry and Heritage Centre displays is not contemporary and is not managed to actively encourage re-visitation
An obvious gap in the appeal of township facilities and amenities to encourage a feeling of comfort and enjoyment ie creating social spaces in which people want to stay and spend time
General visitor services are not up to standard compared to other places with high quality facilities
The recognised natural advantages that the region holds in terms of wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the far south are well noted as ldquoday triprdquo destinations from Hobart or Huonville Geeveston needs to reposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 18
Geeveston Town Hall Precinct
Geeveston Township Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated as a visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community business model
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has a strong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelings of well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wish to activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see as valuable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania do not intend to continue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This business includes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestry operations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays and similar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver of visitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction with visitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the area Geeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead the Forestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centre have shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for the township and all tourism and visitor activities the region has to offer
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 19
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatly interested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to be regularly involved Even the Geeveston Records and Historical Society are rarely involved in the site to organize events or to manage the presentation layout for the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalk tickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from this activity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas Some observations include
The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy the place
The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural advice to plan for
contemporary commercial and community use
The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access and to
appreciate the surrounding offering of main street Geeveston
There is ample parking adjacent to the building that already services commercial and private road users
The building is within close proximity to Heritage Park that currently has a master plan under development
The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to other sites
of this type
Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great potential for
refitting for multipurpose use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 20
National and International Perspectives
Global Adaptive Reuse Project Case Studies
The following case studies have been gathered from across global markets and showcase some significant adaptive reuse projects Although these international examples are of an industrial scale they provide lsquofood for thoughtrsquo and inspiration
Battersea Power Station England
Images Battersea Power Station and Keith Evans
Easily one of the most recognised landmarks on the banks of the River Thames in London Battersea Power Station has been lying abandoned for decades Like the old power station just around the bend of the river ndash the Tate Modern ndash there have been calls to pull down the dilapidated structure for a number of reasons Some said that due to its size it would be too expensive to redevelop others claimed that the elements had given it such a bettering over the years that it had become relatively unsound Now after numerous failed attempts to revive the building and immediate area plans for one of the biggest redevelopments the south bank of London is yet to see are afoot and they certainly look impressive Proposed by Dublin-based Treasury Holdings the new design will see a mainly industrial area of London go green which is what the potentially lucrative Nine Elms area around Battersea has been crying out for The new pound55bn scheme includes plans for 3700 homes built alongside offices shops and restaurants on the 40-acre site The famous chimneys are to be restored to their former glory and the landmark building will house a conference centre among other things The new plans will also offer uninterrupted views of the Palace of Westminster on the opposite banks one of the stipulations of the new development and the reason Treasury Holdings earlier plans which included a huge lsquoeco-domersquo (pictured above) were rebuked
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 21
Sewage Silos Netherlands
Images Arons en Gelauff
Early in 2009 Amsterdam city planning ran a competition for an adaptive reuse project concerning a former sewage treatment plant in the Zeeburg district of the city The winning design was a proposal for a multifunctional cultural centre which would house exhibition spaces a media centre movie theatre and theatre hall crowned by a rooftop restaurant in one silo and an open rooftop playground in the other
The winning plan was inspired by Hollandrsquos most popular childrenrsquos book author the late Annie MG Schmidt hence the playfulness of the design Arons en Gelauff architects involved in the project said the main aim was to ldquobreathe new life into the silos transforming them into an inspiring and lively place which will help shape the character of the new Zeeburgereiland housing districtrdquo The Annie MG Schmidt House is marked for completion in 2011
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 22
Gasometer City Vienna
Images Andreas Poeschek and via Dornob
One of the most successful residential reuse projects is Gasometer City in Vienna Austria Four immense disused gasometers were successfully revamped in the late lsquo90s and have since become infamous in the world of adaptive reuse
Built in 1896 when Viennese authorities decided to invest in large-scale coal gas and electricity supplies the gas plant serviced the locale and beyond for a good 88 years until it was shut down permanently in 1984 after natural gas supplies took over Although life in the cylinders didnrsquot completely disappear raves were hosted from time to time popular because of the acoustics inside the drums and one housed a set for the movie James Bond The Living Daylights Then in 1995 the decision was made to revitalize the gas plant
With the proviso that the brick exterior of the gasometers was to be kept intact each gasometer was remodelled by a particular architect Jean Nouvel (Gasometer A) Coop Himmelblau (Gasometer B) Manfred Wehdorn (Gasometer C) and Wilhelm Holzbauer (Gasometer D) all four with specific zones for living working and entertainment The result produced a vast walled city within a city The unique redevelopment has since become a sought after place to live with a close-knit inner community and is looked upon as a very successful example of adaptive reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 23
Tate Modern London
Images Walk Talk Tours Jim Linwood Bleuchoi Andrew Dunkley and The First Word
Reaching high into Londonrsquos skyline is the Tate Modern a magnificent old oil-fired power station which now houses an international collection of contemporary art dating from 1900 onwards It has become the most visited tourist attraction in London surpassing even the National Gallery and the British Museum and the most visited modern art museum in the world
Designed by Sir Giles Gilbert Scott who incidentally also designed Battersea Power Station and one of Britainrsquos other iconic symbols ndash the red telephone box the original Bankside Power Station was built in two stages from 1947 to 1963 finally turning off the pumps in 1981 For a long time the building was under the beady eye of developers who were quick to mark it for demolition but after impassioned pleas by campaigners to save the building were heard a competition for redevelopment ensued and at the beginning of 1995 Swedish architects Herzog and de Meuron won the battle to build Londonrsquos next big thing
The gallery opened to much acclaim in 2000 and has attracted more than 30 million visitors since Its success is partly due to its situation on the banks of the Thames but also because of the use of space within the building The main Turbine Hall a huge space of 3400 square metres that once housed the main electricity generators was fortunately left in its original form providing a vast gallery for art installations that often require public interaction and appreciation of the space It is this space and its ability to be so successfully transformed time and time again that has changed peoplersquos perceptions of art which is no doubt so much more than the architects were hoping for in their redesign
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 24
Water Plant Berlin
Images via One Eight Nine
When two artist friends Michael Elmgreen and Ingar Dragset decided to set up a livework space they didnrsquot bargain on getting such a good deal For just US$700000 the DanishNorwegian pair purchased a disused water pumping station in suburb very close to Berlin City Centre The building had been left empty since the early 1990s with few interested buyers as it was located in the middle of a residential district ndash no longer right for industrial use and too awkward to be tackled by some developers ndash so Elmgreen and Dragset jumped at the chance to work their magic on the generous space
The artistic partners who have exhibited around the world enlisted the services of two young architects Nils Wenk and Jan Wiese to help transform the pump house into an artistrsquos workspace and home It was important they applied concepts from their art into the redesign and a love of spatial challenges saw them breaking down more walls than were built
ldquoWe deliberately made the borders between the work and living spaces fleetingrdquo Ingar Dragset told the New York Times ldquoThe combination of vast floor space and the small quirky nooks means you can be very hidden here or very exposed depending on your moods or needsrdquo
Even after getting happy with a sledgehammer the old water pumping station now accommodates two separate private areas for the artists a generous kitchen four bathrooms an attic living room and some of the most spectacular light-filled living and working spaces
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 25
Cafeacute Restaurant Amsterdam
Images Wili_hybrid and Cafe Restaurant Amsterdam
Housed in a former water-processing plant Cafe Restaurant Amsterdam is one of the cityrsquos chicest eateries Dating back to the late 1800s the building is left mostly intact with the main pumps proudly on display in the main part of the restaurant The large space is lit with huge floodlights in the evenings reclaimed from the former Ajax and Olympic football stadiums in the city The interior may look crude to some but to other it offers a unique dining experience and will always provide a talking point when therersquos a lull in the conversation
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 26
CasaComvert Milan
Images Giuliano Berarducci and studiometrico
A number of years ago clothing design company Comvert asked Milan-based interior architects Studiometrico to find a new HQ for their growing company that would fit a very particular brief Comvert ndash a company founded by four skater friends in 1994 design produce and distribute snowboards clothing and accessories for both skate and snow boarders under the brand name bastard ndash wanted their new space to house their flagship shopfront a design studio office warehouse and a useable skate bowl all within the one building And in spring 2005 Studiometrico came up trumps they had found an old 1950rsquos cinema big enough to fulfil all Comvertrsquos needs
Studiometrico retained as much character of the old building as possible in fact the foyer which is now the administration centre of the building looks relatively untouched while the dress circle has been converted to an amazing design studio and office space providing the perfect creative working area But it is the suspended skate bowl that makes the refit so successful Hanging six metres about the warehouse space the skate bowl affectionately known as bastard bowl fills what was once the void above the seating area in the cinema and is the main pride and joy of the Comvert partners who must have to pinch themselves when they go to work every morning ndash if only everyone was so lucky
Source httpwwwarchi-ninjacomexcellent-examples-of-adaptive-reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 27
Australian Town Hall Redevelopment Project Case Studies
The following examples of adaptive reuse of public town halls and civic buildings within Australia are of a smaller scale and are a much more direct comparison to the Geeveston Town Hall situation Although many of these are larger buildings and in larger population centers the historic use and new use opportunities are similar The desk research process has uncovered summary information and we have held an interview with the most relevant project (Murray Bridge Town Hall South Australia)
Ballarat Civic Hall Redevelopment ndash City of Ballarat Victoria
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 28
In 2012 SGS Economics amp Planning were commissioned by the City of Ballarat to explore options for reuse or redevelopment of the existing structure of the Civic Hall as a performing arts andor function venue and detail a shortlist of preferred options This could extend to options that involve partial demolition alterations or additions to the building
The full suite of uses of the Ballarat Civic Hall as a performing arts or function venue was scoped through discussion with the City of Ballarat and included
Performing Arts Uses Function Uses
TheatrePlayhouse
OperaticBallet Theatre
Multipurpose Performing Arts Venue
Secondary Education Performing Arts
Tertiary Education Performing Arts
Performing Arts Training Facility
Exhibition Venue
Conference Venue
Reception Centre
Nightclub
Live Music Venue
Dance Hall
Offsite School Function Facility
Cinema
Two other uses were identified for the site
University Student Accommodation
Visitor Information Centre (VIC)
Each potential use identified was analysed against demand and supply with reference to demographic and visitors data If there appeared to be insufficient demand to support an activity even as part of a shared facility at the Civic Hall it was eliminated from the process
The following uses of the Civic Hall appeared to be supported by demand and were largely compliant with Council policies for the use of publically owned and administered spaces
A multipurpose venue that accommodates medium to large exhibitions (ideally 1000 ndash 2000 square metres) and performing arts classes training and
performing arts company administration offices (This could theoretically be achieved with the use of moveable partition doors to create divisible spaces for
exhibitions and performing arts spaces)
A mid-size (greater than 300 and less than 3000 patrons) indoor live music venue
A range of financial modelling and social impact assessment was undertaken on the two preferred options
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 29
Societal cost benefit analysis demonstrated that the multipurpose venue option would not provide sufficient community benefits to outweigh the cost of redeveloping and operating the Civic Hall Financial analysis showed that income from the various uses of the site as a multipurpose venue would be insufficient to offset the publically incurred cost of operating the facility for this purpose
Societal cost benefit analysis demonstrated that the live music venue option provided significant user benefits to live music event attendees and increased the offering of live music performances (across a variety of genre) in Ballarat However a live music venue would result in a weak positive cash flow during the operating phase with a failure to pay back the initial investment
Source httpwwwballaratvicgovaumedia1867737ballarat_civic_hall_reuse_redevelopment_final_reportpdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 30
Bay Discovery Centre amp Glenelg Town Hall Service Review ndash City of Holdfast Bay South Australia
In February 2008 Hudson Howells was engaged by the City of Holdfast Bay to undertake a review of the Bay Discovery Centre (BDC) as a community and visitor service and evaluate the current and future commercial tenancy options for the Glenelg Town Hall (GTH) building as a whole with the goal of making the BDC and the GTH building generally more financially viable for Council
It is noted that the City of Holdfast Bayrsquos Economic Development Strategy has three key objectives
Tourism
Shopping amp activity precincts and
Business development and employment generation
The question is whether the GTH is the right location for the BDC and whether the GTH could be put to an alternative use that would generate a better community benefit
A stakeholder workshop identified the high priority space usage and tenancy options for the BDC and GTH generally as
Tourist visitor information centre
Combined library Internet history centre Council customer service centre with cafeacute coffee shop
Museum of South Australia
Gift shop ndash merchandising souvenirs
Glenelg Town Hall
The GTH is in an outstanding location but the design of the building its faccedilade and its heritage listing conspire to severely limit its commercial appeal
Council has the BDC as a tenant but it is questionable whether this is the optimum location for a museum interpretive centre
The building lacks lsquostreet presencersquo and this is likely to be an ongoing problem given its state heritage listing
This attribute makes the building unattractive to potential retail and hospitality tenants but might not be such a problem for the professional business services
sector This makes attracting additional tenants problematic
The faccedilade of the GTH is dull and uninviting and the Moseley Square entry foyer is not overly welcoming
Parts of the GTH are in disrepair and a large amount of space is under-utilised
Given its location a significantly refurbished GTH site could generate the following income
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 31
Retail space $700 - $800 per square metre per annum
Restaurant space $300 - $500 per square metre per annum
Office space (new) $300 per square metre per annum
o In its current state the GTH might generate in the order of $100 per square metre per annum as office space
Other possible options identified for the Glenelg Town Hall include
Boutique hotel
Grannypackers lodge
Function conference centre with or without a hospitality training school
If the GTH was converted into a hotel lodge or function centre what would become of the BDC
Bay Discovery Centre
The BDC has recorded significant visitor growth over recent years
The BDC plays a major role in entertaining informing and educating not just the Holdfast Bay community but also national and international visitors
The BDC has relatedly high running costs
The BDC has little visual street presence ndash potential visitors typically need to be lsquoalertedrsquo to discover it
The BDC has little in the way of neighbouring establishments that are likely to draw foot traffic
The display space lacks flexibility and is constrained by limited floor space
The gallery space is on the mezzanine floor
The BDC is located away from other Council services notably the history centre the libraries and the customer service centre
There was strong support at the stakeholder workshop for a lsquoone stop shoprsquo that would include a customer service centre history centre library internet cafeacute community centre museum and visitor information centre In addition a volunteer training centre could be considered for inclusion
Conclusions
There are opportunities for the BDC and GTH to become revenue neutral
There is a broader strategic issue which needs to be addressed by Council and that is one of potentially consolidating a range of Council services into a lsquoone stop
shoprsquo
The GTH is currently under-utilised but has the potential to be adapted to more suitable economically viable uses such as a boutique hotel grannypackers
lodge or function conference centre with or without a hospitality training school
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 32
The Visitor Information Centre incorporating a gift shop currently operated by the Dolphin Cage could form part of the BDC and contribute in the order of
$90000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to introduce an entry fee which could contribute in excess of $100000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to increase revenue from school groups and bus tours to offset the BDCrsquos operating costs
Stage 2 of this project will comprise a Key Issues Paper and Recommendations specifically addressing issues critical to the BDC and the GTH becoming revenue
neutral Council operations
Source httpswwwholdfastsagovauwebdataresourcesminutesAgendas294_-_Attachment_3a_-_240608pdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 33
Gawler Connect ndash Town of Gawler South Australia
Gawler Connect is an exciting new proposed infrastructure project aiming to rejuvenate Gawlerrsquos Town Hall Institute and Main Street into an Arts Cultural and Community Hub The population of Gawler is predicted to double to 40000 in 10-15 years and there will be an increasing demand on civic and community services
The proposed project will create a lsquoSmartrsquo Library Youth Lounge amp Multimedia Performance Space Cultural Heritage Gallery and Heritage Research Centre Community Arts Space a new National Broadband Network Co Office and Business Incubator Center as well as a street front Tourism and Visitor Centre and Cafeacute with multipurpose spaces available for community use
Gawler Connect will create a vibrant regional Cultural Hub ndash bringing people together in a safe and freely accessible space that inspires all generations through the provision of a range of state-of-the-art spaces and services with an arts and cultural focus The inclusion of a new Tourism and Visitor Centre and Cafeacute co-located with an interpretive heritage gallery fronting the main street will create a vibrant focus and have a flow on effect in attracting visitors and new investment into cultural tourism and the region
Key features
A lsquoSmartrsquo interactive Library with state-of-the-art IT facilities
A National Broadband Digital Services Centre
Digital Media Arts amp Cultural Performance Spaces
Cultural Heritage Exhibition Gallery
A Multi-media Youth Lounge
Heritage Research Centre
Business Incubator Program
Tourism amp Visitor Centre
Cafeacute
Council Customer Service Desk
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 34
Benefits to the community amp region
A major infrastructure project creating local job opportunities
Restoration conservation and adaptive re-use of two State heritage-listed buildings
Significant art heritage and cultural collections on display
Provide space and support for local and regional performing artists
Revitalisation of Gawler Main Street precinct
The project timeline is proposed from October 2013 to December 2016
Council-managed cash contributions for the overall project of about $25 million are proposed (this is in addition to the other allowable Council matching contributions) Council is proposing to raise about 60 of the additional $25 million from a range of potential partners including regional corporate businesses businesses involved in major developments in the region tertiary institutions the State Government and a Community Fund
Source httpwwwgawlersagovaupageaspxu=737
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 35
Murray Bridge Town Hall Cultural Precinct Study ndash The Rural City of Murray Bridge South Australia
Images from Grieve Gillet httpwwwgrievegillettcomaumurray-bridge-town-hallc1n3l
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 36
In 2008 Grieve Gillett was engaged by The Rural City of Murray Bridge to provide a Feasibility Study for the re-development of the Town Hall ndash a significant community asset The Council wishes to develop the Town Hall into a multi-purpose complex of excellence catering to the arearsquos diverse range of community groups residents and visitors
The study looked at options for transforming the building into a multi-purpose lsquoCultural and Performing Arts Centrersquo along with associated works to redevelop the street area on Sixth Street
To complete the Feasibility Study Grieve Gillett carried out the following
Preparation of floor plans of the existing building
Review of the current capacity of the building structure in line with Councilrsquos reports from consultantrsquos relating to the condition assessment defect audits and
structural assessments
Assess and identify user needs and any potential user gaps of the Town Hall facility
Determination of desired usage and development scenarios
Preparation of concept designs that will cater for proposed future uses
Preparation of the estimate of costs of proposed alterations to the building
Options to re-develop Sixth Street between Bridge Street and Fifth Street into a pedestrian-friendly precinct in conjunction with the Town Hall Re-
development Specifically Council requested an exploration of
o Mall with no vehicular movement
o One way road and widened footpaths
o Shared Zone
Presentations of proposals to Council and the Town Hall Project Management Group
Option 1
This option reclaims part of Sixth Street and extends the building to the full extent of the existing pavement line Sixth Street itself becomes one way with traffic travelling in a westerly direction The building opens out onto a plaza area providing additional foyer space suitable for alfresco dining A wide footpath runs alongside following the slope of the land whilst a new ramp is provided at the west end of the building to provide access for people with disabilities at that end
A small through-lift is provided in the north-east corner of the building adjacent to the north-east entry to allow disabled access to the first floor This allows the first floor area to be potentially leased out providing the Council with rental income
A small commercial kitchen is also located in the north-east corner
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 37
In the Hall itself the performance space has been relocated in front of the proscenium arch The stage itself has been removed and the space reutilised as storage areas and an access change room Retractable tiered seating is installed in the space within a partition wall that also forms the theatre lobby
On either side there are stairs to the gallery floor level providing additional seating and the control room
The roof over the new foyer in Option 1 has a 29deg pitch with the roof meeting the existing south stone wall above the existing first floor window line (refer to drawing 07027-SK-05 Long skylights are provided at regular intervals to allow an abundance of natural light
Option 2
Option 2 follows the same plan arrangement as Option 1 but the proposed foyer area is enclosed in a 2-storey high glazed Foyer with solid corners (refer to drawing 07027-SK-06) Our Cost consultant has advised that Option 2 will cost in the order of $560000 more than Option 1
Major Considerations for the Study
Carparking ndash Aim of increasing the general pedestrian amenity of the precinct without reducing the number of car parking spaces that currently exist
Traffic ndash Consideration of a mall with no vehicular movement a one way road with widened footpaths and a shared zone
Pedestrian Mall ndash The advantages of creating a pedestrian Mall would be far outweighed by the disadvantages of loss of car spaces loss of through access and management of delivery and emergency vehicles
Shared Zone ndash A shared zone results in a compromised pedestrian zone and a compromised vehicular solution A one-way solution will improve pedestrian amenity while maintaining good vehicular access and retain on-street parking
Cost Estimate
Total cost including associated fees (ex GST) = $5929000
Potential Income
The upgraded The Town Hall will have a range of facilities that will be capable of generating income
First Floor Offices - 195 square metres of office space for lease on the upper level This will be accessible direct from Bridge Street with its own street address
Current commercial rentals in Murray Bridge suggest that a gross annual rent in the order of $3500000 could be expected
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 38
Other income generation opportunities include
Cafeacute
Kitchen (either linked to the cafeacute or as a separate entity for catering opportunities)
Auditorium and Foyers (community functions weddings conferences corporate training
Source httpwwwmurraybridgesagovauwebdataresourcesfilesgrieve_gillet_reportpdf
Notes from Interview with Murray Bridge Town Hall Project
Summit Strategy conducted a phone interview with Faith Box Team Leader Community Development at the Rural City of Murray Bridge in South Australia to gain further information and insights into the redevelopment of the Murray Bridge Town Hall
The project commenced in 2003 and six years of Council planning took place before the Town Hall redevelopment commenced
Some local art groups took residence in the largely unused Town Hall building and developed a small art gallery ndash the visual art concept for the building grew
from this
A project management team was established and made up of elected members Council staff community stakeholders project architect and local builder
Membership changed over time as the project progressed
It was noted that the architect needed to have extensive theatre design experience
It was never intended for the building to be self-sustaining Council was aware that it would need to subsidise the operation of the building
Murray Bridge has a population of around 29000
Primary Uses The redevelopment was staged as follows
1st Stage
Murray Bridge Regional Art Gallery Premium art space which became a visual arts hub First stage showed the community the potential the building could have
2nd Stage
$750000 renovation ($500000 from Country Arts) Sculpture Court Shared space
3rd Stage
$4M redevelopment of rest of building
Auditorium ndash state of the art AV lighting seating etc
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 39
Workshop spaces for visual arts
Storage spaces
Green rooms meeting rooms conference spaces
Office space ndash for some Council staff
Foyers
Kitchen
Dressing rooms
Amenities
Options for Sixth St
Options for Sixth Street are currently under community consultation
Sixth Street is in the centre of town
Strong willed business stakeholders are worried about losing parking outside their businesses
Council plan to continually upgrade the street to become a shared space but as a gradual process
Governance amp Income
Managed by Council ndash wages maintenance etc
Some formal arrangements ie one community group gets free use of spaces in return for running gallery shop
Some bookings are charged to user exhibitor but most exhibitions are sourced and paid by Council
No charge to consumers for gallery viewing
The cost to Council per annum is significant
Building could never be completely self-sustaining ndash performing arts could be but visual arts cannot
Challenges
Heritage listed building in centre of town
Ingrained in community ndash didnrsquot want to see building knocked down
Strong willed stakeholders ndash including business owners in Sixth Street
Potential loss of parking in Sixth St
Not self-sustaining
Long planning process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 40
Stage One Stakeholder Engagement
Stakeholder Meetings
Andrew Towns from Summit Strategy has had conversations with a range of community and industry stakeholders in relation to this project These include
Huon Valley Council Councillors
Huon Valley Council Officers
Foresty Tasmania
Tahune Airwalk
GeCo
Geeveston Archives and History Society
Hastings Caves amp Thermal Springs
Destination Southern Tasmania
Makers on Church Street
Southern Furniture Design Centre
Harcourts Real Estate Huonville
Bendigo Bank
Masaaki Koyama
Cassey Faux
Amy Robertson
Leanne McKinnon
Henrietta Manning
Stakeholder Workshop
A stakeholder workshop was held on Wednesday 13th May 2015 at the Geeveston Town Hall The purpose of the workshop was to meet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building including
The importance of the Town Hall to the community living in Geeveston and the visitors to the area
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 41
The role of the building in the mix of retail and tourism service offerings within the township and
Opportunities for development of the building
The workshop provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building This input has been utilised in developing the ldquoVision and Objectivesrdquo section below and the potential future uses for the building
Objectives Identified by Community Stakeholders
From stakeholder discussions to date a number of key issues have been identified that are the drivers of value and sustainability for the Geeveston community
It is important to recognize that there are many community and business groups who will be affected by the performance of the Town Hall and it is thought that the building and its future use will have a direct impact on many facets of the life of people in and surrounding the township and the Huon Valley Region
The objectives recommended below have been distilled from various community input and detailed discussion with Huon Valley Council The stakeholder workshop held on the 13th May 2015 elicited the following overarching objectives and goals that the building should aspire to
The question was asked ldquoWhat are some valid objectives for the site or put another way what should our Town Hall be a part of achieving for the placerdquo
Objective Goal Classification
1 Be owned and run by the community ndash direct involvement Eg Community Board of Management
Governance
2 Be a driver for visitation to Geeveston ndash including overnight visitation To encourage a longer length of stay
Economy ndash Tourism
3 Boost the local economy Economy
4 Be an attraction in its own right separate to the Tahune Airwalk Economy - Tourism
5 To strive to be world class Community
6 Reflect the heritage of the area Have links to current amp future development initiatives for the area ie bike track Heritage Park existing retail
Economy ndash Tourism Community
7 Integration of offerings within the area ndash be a connector Community Economy
8 Be respect the culture history and heritage of the area Historical society to be linked to centre but not placed in the centre
Economy - Tourism
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 42
Tell our stories from past current and future Communicate where wersquore going
9 Attract creative industries to the area Economy Community
10 Contribute to the economic and community wellbeing of the local area and region ndash direct benefits Economy
11 Ongoing financial sustainability Operational Sustainability
12 Maximizing the availability of community capital for cost effective resourcing ndash volunteers sponsorship Operational Community
13 Bringing the community together ndash to develop a sense of community pride and ownership Community
14 Inspire and educate our children Community
15 To connect our community and town to the region and to the world Utilise technology to achieve this Internet access for visitors
Economy ndash Tourism
16 Exploit market opportunities that create new offerings and investment Economy
17 Encourage confidence for investment To achieve relevance distinctiveness motivating ndash is our identity right
Economy
18 To be vibrant dynamic and contemporary ndash not a museum Re-think museum
Community
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 43
Potential Uses Identified by Community Stakeholders
The stakeholder workshop identified the potential future use ideas
Gallery space for world-class exhibitions
Flexible events space and linkage to existing events
Agritourism experiences
Food amp beverage offerings o Seafood aquaculture o Fruit ndash apples cherries o Ciders amp wines o Local food hub ndash provedore o Linkage to farmers market
Art amp craft offerings
Timber history heritage and current offerings
Contemporary interpretation of history amp heritage
Access point for National Parks World Heritage Areas
Linkages to waterways
Tourism o Visitor precinct hub o Visitor information centre o Tourism operators o Linkage to Tahune Airwalk amp Hastings Caves
Accommodation
Small business
Restaurant cafeacute
Meeting conference training amp event space
Linkage with external experiences o Heritage Park o Bike track o Geeveston main street ndash pedestrian mall
Township streetscape theme o Heritage of area o Interpretation o Experiences
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 44
Geeveston Town Hall SWOT Analysis
Strengths
Ideal location in centre of township and on the main street
Ample parking adjacent to the building
Close proximity to Heritage Park
Significant and flexible floor space
The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
Highly interested and committed local resident and business community
There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
Existing banking tenant is stable and critical to the function of the town
The building has a long history of supporting tourism history culture and heritage
The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
The building is structurally stable maintainable and low cost in its current form
Weaknesses
In its current format the building does not encourage visitors to stay and enjoy the place
The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main street
Geeveston
The floor space is currently grossly underutilized
The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and businesses in the
area
The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
A very low level of local community engagement and use even though there is a high desire to do so
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 45
Opportunities
Refocus the buildings purpose on engaging visitors and representing its region
Integration of industries through a multi-purpose occupancy model
To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
To position Geeveston via the Town Hall as the gateway to the southwest
To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
To encourage connections to other surrounding townships and attractions
To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through communication of
clear intent and design
To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community groups
volunteer groups)
Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
To encourage investment and employment through the attraction of new business players and industry spending
Threats
Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
Availability of capital funding to redesign the buildingrsquos purpose
Inaction will cause a rapid and continual degradation of the tourism economy for the region
A lack of confidence in the region will constrain further tourism industry growth
The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more important
economically
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 46
Situational Summary
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate community and economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competing priorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses that have far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the site into the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industries within the region to maximize tourism experiences and promote the Huon Valley brand
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the township itself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or a lack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players but it will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse The section following focuses on that task and sets down the development concepts that we believe can be successful with a focus on both the short term requirements and the longer term vision for the township
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 47
Vision amp Objectives
Recommended Vision amp Intent for Geeveston Town Hall
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a community asset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history its natural competitive strengths and inspires a future of collaboration and industry diversity
Recommended Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community To tell our stories amp respect our history
To connect people with each other
To respect the culture history amp heritage of the area
To contribute to community wellbeing of the local area and region
Economy amp Industry To connect our town to the region and the world
To encourage new industries
To encourage employment amp confidence for investment
To offer our visitors great experiences
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
Operational To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
Governance To achieve continuous and stable governance
To achieve ongoing financial sustainability
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 48
Development Strategy Options
In defining an acceptable strategy for development of the Town Hall and also one that has financial feasibility it is important to consider the medium to longer term demand that will be placed on the performance of the building from different sectors of the Geeveston and Huon Valley regional economy
With the downturn in the forestry sector and the unlikely rapid rejuvenation of the sector this cannot be a priority industry to service The forestry industry is a strong theme from the past however and there is significant heritage value in telling that story about the region and one that will be of interest to visitors if told in a compelling and engaging way
The recognised natural advantages that the region holds in wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the more southern region to it is well noted as a ldquoday triprdquo destination from Hobart or Huonville
It is critical that the Geeveston area offers accommodation hospitality social space and additional retail opportunities to visitors into the future The key question is ldquoWhat will be the driver of change to encourage investmentrdquo There must be a catalyst or even a series of them that are integrated that offer private enterprise the confidence to establish operations in the area
Can the Geeveston Town Hall be one of these catalysts to change of the local economy Our argument is that is can be but only for certain purposes of use
It can be a driver of change and development for the following
1 Tourism promotion and visitor information services
2 Vibrant and engaging creative industries (including story-telling and museum)
3 Social and community events of significance
4 Integration and collaboration of industries
Uses that are not appropriate in our view are as follows
Use Reasoning
Manufacturing Significant goods in goods out operations may be highly counterproductive for tourism operations and the linkage to car parking services Additionally materials manufacturing is likely to produce waste that is unsuitable for other uses
Office space (excepting primary purpose office requirements)
Office space is in low demand and is low value and is likely to restrict the volume of use for other purposes that are more important
Accommodation The site will never support the special requirements necessary to develop substantial
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 49
accommodation facilities and is not able to be adjusted easily into the future leaving the site wholly focused on one primary activity
Wholly government funded operations (ie library radio station health offices)
Due to the volatility of government occupancies and the cyclical nature of centralisation and decentralisation government agencies are often a disruptive tenancy for this specific building type Additionally the building is best focused on encouraging private commercial and community enterprise economic development
This feasibility whilst recognising the potentials must also account for the gaps in supply and economic activity
Proposed Scope of Use
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
Economic growth for Geeveston
Visitor Information
Centre
Museum interpretation
centre
Integrated tourism
operations
Seafood experience
centre
Hospitality
(retail)
Community Events
Arts amp culture
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 50
Primary Options for Development and Use
The following table outlines a variety of purposes that we believe are valid for the Geeveston Town Hall however the special characteristics and use detail needs to be further developed in conjunction with the project architect Preston Lane
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
History amp Heritage Museum interpretation center operator
Historical displays and artefacts managed by the community and Geeveston Archives and Historical Society
Moderate at 20 of the site
Funded via visitor donation subsidised by Council (granted use of public assets or donations)
Low impact
Hospitality (Retail) Cafe
Restaurant
Commercial kitchen
Cafeacute and or restaurant with commercial kitchen for community use
Significant at around 20 of the site
Commercial rates for rented area
Potentially significant dependent on design However mechanical engineering likely to be the greatest cost Commercial kitchen is the largest impact
Community Events Flexible space Flexible space available for rental for use by community groups local artisans and commercial operators
Moderate at around 25 of the site
Sessional rates subject to operator approval
Due to the need to be flexible this space is likely to be low cost but will need to be highly durable due to traffic demands
Gallery and exhibition space
Flexible gallery and exhibition space for interactive displays presentations and curated exhibitions
Commercial rates for rented area
Should have a moderate impact if appropriately designed and fitted
Tourism Visitor Information Base for a satellite visitor Minimal at around 10 Commercial rates for Low impact and low
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 51
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
Centre information centre that focuses on Southwest accommodation experiences and attractions Offering retail local goods
of the site rented area cost
Integrated tourism operations
Collaboration of Southwest tourism experiences involving tour operators and guides adventure tourism and agritourism suppliers
Medium at around 10 of the site
Commercial rates for rented area
Likely to be delayed partly funded by building owner and finished by tenant
Seafood experience centre
Showcase of Tasmanian Salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Potential linkage with hospitality operator
Medium at around 10 of the site
Commercial rates for rented area
Potentially a significant cost due to the uniqueness of the experience and subject matter Potentially a long term attraction
Public amenities Public amenities with access from inside the building
Must include a lift to accommodation the elderly disabled and heavy goods
Minor at less than 5 of the site
Non-lettable area Moderate cost but requires significant works due to its current location and state
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 52
Stages of Development
The redevelopment of the Geeveston Town Hall can be broken into three key stages
Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
Stage Two ndash repurpose for the community and visitors
Stage Three ndash encourage service industry growth amp strategic linkages
Stage One ndash Reset the Base ndash prior to Summer 2015
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
To reinstate a Visitor Information Centre on site that also sells local handmade goods either as stock items or on consignment with strong linkages to the designers retailers
The TTIC must have the ability to represent the region in a compelling way there must be clear interpretation of the region
(lower floor)
Significant generator of visitation to Geeveston encouraging increased length of stay and spend
Prior to 201516 peak tourism season ie Spring 2015
Local handmade arts and crafts
Local markets and events
Community engagement
To include a flexible space that can satisfy community events for local and tourism purposes
(lower floor)
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage
Cultural and heritage To reset the museum component to the upper floor only and include a gallery space that could house exhibitions from local and Tasmanian artists
(upper floor)
Moderate refit impact however full implementation would result in a high impact
Staged development is warranted
Stage one would commence immediately ie prior to summer 2015
Full implementation by end 2016
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 53
Stage Two ndash Repurpose for Community and Increase Capacity ndash through to Dec 2016
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Rentable exhibition space for art and craft designers with potentially significant curated exhibitions into the future
Modest to low given the need to meet minimum standards and be a flexible exhibition space Security and environmental quality issues will be primary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural and heritage presentation of the region
ldquoRe-think museumrdquo
Significant on both space utilisation and required quality of fit out
Maximising artifacts and interpretation value
Long term design
Timing unknown at this stage
Community engagement Development of community enterprise taking a proactive hand in utilising the sitersquos flexible area encouraging creativity and connection
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage and how quickly the community enterprises can develop use activities
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercial kitchen that can also run community events
(lower floor)
Significant due to hospitality kitchen requirements and goods storage and inout facilities
Commencement as soon as practicable however operator identification will force a delay ndash Winter 2016 is the ideal development timing
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 54
Stage 3 ndash Encourage Service Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
Creating a tourism hub Potentially some integration of tourist services onsite Yet to be defined in greater detail
Post 2016 summer period
Creating connections with Heritage Park and its development
Some examples include bicycle hire storage of key rentable equipment music festival outdoor arts displays etc
Emerging linkages that are yet to have clarity
Unknown
Creating connection with surrounding townships
ie via bike track maps and presentations
Accommodation and stop over locations Services offered at regional locations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be the marshaling point for all visitors entering for experiences such as boating kayaking biking bush walking and wilderness visits This may require a range of facilities to accommodate
Unknown
Linkages to local industries Creating connections with the aquaculture industry
ie salmon experiences Massakirsquos Sushi alliance
Related to food tourism and food offerings Could be significant if a seafood experience centre is the concept eg aquarium and other features
Unknown
HUON VALLEY COUNCIL
Geeveston Town Hall
FINAL FOR
HUON VALLEY COUNCIL
Geeveston Town Hall ndash The Future
Business Plan
Prepared by
FINAL FOR HUON VALLEY COUNCIL MEETING
20TH August 2015
The Future
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 2
Contents
Executive Summary 4
Geeveston Town Hall Situation 6
The Township of Geeveston 6
Geeveston Town Hall Context 7
Current Use and Use Issues 7
Assessment of the Town Hall Building 8
Geeveston Town Hall SWOT Analysis 9
Situational Summary amp Opportunities 11
Geeveston Town Hall ndash the future 12
Community Engagement ndash Stage One 12
Vision 12
Objectives 12
Scope of Use 13
Primary Options for Development amp Use 14
Design Concept 14
Community Engagement ndash Stage Two 15
QVMAG Comparison and Insights 22
Business Strategy 23
Core Business 23
Differentiation 23
Value Proposition 24
Product amp Experience Offering 25
Economic Impact 27
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 3
Implementation Planning 29
Staged Implementation Overview 29
Detailed Implementation Plan 33
The Business amp Financial Model 37
Business Model 37
Financial Model 38
Governance Model 41
SWOT Analysis 43
Risk Analysis 45
Appendix A 48
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 4
Executive Summary
This business plan has been generated within the context of planning for the future of the Geeveston Town Hall (GTH) within the Geeveston Town Hall ndashthe future project Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council (HVC)as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building and maximisebenefit to the community into future
This project has considered the issues surrounding the economy of the area the previous uses of the building community engagement ideas and feedbackand examples from other parts of Australia and the world in circumstances where a historical public asset requires a new future
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre (VIC)
2 Museum
3 Commercial Gallery
4 Events
5 Hospitality services (cafeacute restaurant)
Architectural concepts have been developed demonstrating how the building could be renovated improving its utility for these purposes and alsoimproving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park and thetownship car park
These concepts have been offered for public consultation and the response from the public has in the main been positive Many residents and interestedstakeholders have rated the concepts highly when comparing them to the vision for the GTH There are issues to be dealt with and such items as publictoilets introducing competitive hospitality services within the town and capturing value from the regionrsquos tourism market have all been raised by thepublic These concerns are addressed in this plan and will be further addressed in future planning efforts in conjunction with HVC and key stakeholdergroups
It is proposed that the GTH be operated in future by an independent new company limited by guarantee (GTH Co) run by a community Board balancedwith representatives from the key stakeholder groups This organisation would contract with HVC for the head lease of the building and would operate thesite as agreed within that document The GTH Co would focus on the various offerings within the business plan and operate a not-for-profit business togenerate economic benefits for the town and the broader region
The redevelopment of the Geeveston Town Hall will take a staged approach and can be broken into three key development stages
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 5
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
Stage one involves the establishment of an operating entity for the GTH building the reinstatement of a Visitor Information Centre on site the redesign ofthe museum to the upper floor and the development of flexible space that can satisfy community events for local and tourism purposes and includes agallery space for community exhibitions
It is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in time for the peaktourism season
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
A critical success factor in the implementation of stages two and any other future development is the achievement of funding to execute the buildingcapital works This would involve grant funding and co-contribution funding
The financial operational forecasts demonstrate that with prudent management the building can be operated at a profit and can contribute rent to thebuilding owner The visitor centre is a significant operational unit which captures value from the available tourism market and positions the town as a keygateway to the far south The building operator will employ staff and contribute generally to the economy of the township as it will require products andservices to operate many of which will come from the local suppliers
There will be a requirement to fund the establishment of the new operating company and also the visitor centre This will need to be in the form of smallassets and also some operational cash flow to enable the commencement of operations HVC must be a leader in the establishment of these newoperations and should consider how they may be funded
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 6
Geeveston Town Hall Situation
The Township of Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk
Total visitor numbers to the Tahune Airwalk have remained steady at around 70000 tickets sold per year for the past 3 years of which around 30 are soldthrough the Geeveston Forestry and Heritage Centre
There are estimates ranging from 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek information aboutsurrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unableto purchase or book anything other than tickets to the Tahune Airwalk and tourism art and craft merchandise The closest VIC is located at Huonville
Furthermore there is an undersupply of accommodation options for all segments of the market The number of visitor nights captured in Geeveston hassignificantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston isrelatively unchanged and there is opportunity to capture a larger share of visitor nights
There is also a gap in the supply of hospitality services for visitors There are currently three hospitality providers in Geeveston and it is noted that there isan inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there isopportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of wilderness waterways and environmentally basedtourism experiences However there appears to be a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
There is a lack of dynamism and contemporary presentation for the history and heritage of the region Capital expenditure on the streetscape and the mainstreet buildings has been very minor with little change over many years The format of the current Geeveston Forestry and Heritage Centre displays is notcontemporary and is not managed to actively encourage re-visitation
Visitors to Geeveston are not inspired to stay and spend time as the current township facilities and amenities lack appeal and do not encourage a feeling ofcomfort and enjoyment
Geeveston has significant issues in relation to the township roadways and how they encourage visitors to enter the main street Signage traffic flow andtownship appeal are all important factors for the future in making Geeveston a more successful township and visitor experience
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 7
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity ofattractions and support services Geeveston and the ldquoFar Southrdquo are well noted as day trip destinations from Hobart or Huonville Geeveston needs toreposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Geeveston Town Hall Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated asa visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community businessmodel
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has astrong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelingsof well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wishto activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see asvaluable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
The Geeveston Town Hall is a public asset owned and maintained by the Huon Valley Council The Council will continue to act as a facilitator of communityand economic development and management of the asset for strategic value into the future But they do not wish to deficit fund the operations of thebuilding into the future Any future operations need to provide long term sustainability
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania does not intend tocontinue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This businessincludes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestryoperations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays andsimilar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver ofvisitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 8
visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction withvisitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the areaGeeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead theForestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centrehave shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for thetownship and all tourism and visitor activities the region has to offer
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatlyinterested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to beregularly involved Even the Geeveston Records and History Society are rarely involved in the site to organise events or to manage the presentation layoutfor the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalktickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from thisactivity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas
Some observations include
bull The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy
the place
bull The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural
advice to plan for contemporary commercial and community use
bull The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access
and to appreciate the surrounding offering of main street Geeveston
bull There is ample parking adjacent to the building that already services commercial and private road users
bull The building is within close proximity to Heritage Park that currently has a master plan under development
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 9
bull The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
bull The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to
other sites of this type
o Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
bull The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
bull The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great
potential for refitting for multipurpose use
Geeveston Town Hall SWOT Analysis
Strengths
bull Ideal location in centre of township and on the main street
bull Ample parking adjacent to the building
bull Close proximity to Heritage Park
bull Significant and flexible floor space
bull The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
bull Highly interested and committed local resident and business community
bull There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
bull Existing banking tenant is stable and critical to the function of the town
bull The building has a long history of supporting tourism history culture and heritage
bull The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
bull The building is structurally stable maintainable and low cost in its current form
Weaknesses
bull In its current format the building does not encourage visitors to stay and enjoy the place
bull The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
bull The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main
street Geeveston
bull The floor space is currently grossly underutilized
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 10
bull The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
bull The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and
businesses in the area
bull The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
bull A very low level of local community engagement and use even though there is a high desire to do so
Opportunities
bull Refocus the buildings purpose on engaging visitors and representing its region
bull Integration of industries through a multi-purpose occupancy model
bull To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
bull A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
bull To position Geeveston via the Town Hall as the gateway to the southwest
bull To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
bull To encourage connections to other surrounding townships and attractions
bull To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through
communication of clear intent and design
bull To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community
groups volunteer groups)
bull Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
bull To encourage investment and employment through the attraction of new business players and industry spending
Threats
bull Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
bull Availability of capital funding to redesign the buildingrsquos purpose
bull Inaction will cause a rapid and continual degradation of the tourism economy for the region
bull A lack of confidence in the region will constrain further tourism industry growth
bull The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
bull If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more
important economically
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 11
Situational Summary amp Opportunities
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate communityand economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competingpriorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses thathave far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the siteinto the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industrieswithin the region to maximize tourism experiences and promote the Huon Valley brand Tasmania has an ever-increasing reputation for quality and uniquefood It also has an increasing number of agritourism businesses offering visitors food and beverage and interpretive experiences The Geeveston TownHall is in the ideal region to link in with this significant trend
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the townshipitself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or alack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players butit will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 12
Geeveston Town Hall ndash the future
Community Engagement ndash Stage One
Community consultation has been undertaken during this process in accordance with the Councilrsquos Community Engagement Framework Initially stage onecommunity engagement was undertaken with key stakeholders at a workshop held on Wednesday 13th May 2015 The purpose of the workshop was tomeet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building Follow up discussions were also undertakenwith a range of community and industry stakeholders in relation to this project
The community engagement undertaken as part of stage one provided Summit Strategy with a list of community driven overarching objectives and goalsthat the building should aspire to as well as a range of ideas for the future use of the building This formed the basis for assessment for the feasibility studyand the input has been utilised in developing the following vision objectives and scope of use for the building
Vision
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a communityasset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history and its natural competitivestrengths and inspires a future of collaboration and industry diversity
Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community bull To tell our stories
bull To connect people with each other
bull To respect the culture history amp heritage of the area
bull To contribute to community wellbeing of the local area and region
Economy amp Industry bull To connect our town to the region and the world
bull To encourage new industries
bull To encourage employment amp confidence for investment
bull To offer our visitors great experiences
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
bull To be a driver for visitation to Geeveston a
Operational bull To be active engaging vibrant dynamic and contemporary
bull To be an attraction in its own right
bull To maximize the availability of community capital for cost effective resourcing
Governance bull To achieve continuous and stable governance
bull To achieve ongoing financial sustainability
Scope of Use
In order to achieve the communityrsquos vision and objectivesof tourism with services to promote the region making provision for high quality food and beverageand cultural experiences
Economicgrowth forGeeveston
VisitorInformation
Centre
Hospitality
(retail)
CommunityEvents
Arts amp Culture
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
To achieve continuous and stable governance
To achieve ongoing financial sustainability
vision and objectives for the Geeveston Town Hall it is proposed that the building be setof tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts
Economicgrowth forGeeveston
Museum interpretation
centre
Integratedtourism
operations
Seafoodexperience
centre
Page | 13
nd connect visitors to surrounding offerings
be set up for the primary purposeswhilst supporting a rich mix of community events arts
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 14
Primary Options for Development amp Use
The following primary use options are valid and sustainable for the Geeveston Town Hall into the future The staging of this development is outlined infurther detail under the Implementation Planning section below
The preferred opportunities for initial development are as follows
bull A Visitor Information Centre that provides clear interpretation of the region focuses on selling and promoting Southwest accommodation
experiences and attractions acts as a gateway to the lsquoFar Southrsquo maximises the regions tourism economy and also sells local unique goods with
strong linkages to the creative industries of the region
bull A high quality flexible Gallery Exhibition Space to house exhibitions from local and Tasmanian artists and craft designers with potentially
significant curated exhibitions into the future
bull A fully modernised Museum for cultural and heritage presentation and interpretation of the region
bull A flexible Events Space that will satisfy community events for local and tourism purposes and encourage development of community enterprise
creativity and connection
bull A public lift and amenities with access from inside the building
Further development opportunities in future years include
bull A high quality Cafeacute andor Restaurant underpinned by a commercial kitchen that can also run community events and functions
bull Collaboration of Southwest Tourism Experiences involving tour operators and guides adventure tourism and agritourism suppliers
bull A Seafood Experience Centre to showcase Tasmanian salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Design Concept
Project architects Preston Lane established concept drawings based on the primary options for development and use outlined above The specialcharacteristics and use detail take into consideration the communityrsquos vision and objectives for the future of the Geeveston Town Hall
The concept drawings form Appendix A to this report and demonstrate how the building could be renovated improving its utility for these purposes andalso improving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park andthe township car park
The key elements of the design concept include
bull Maintaining the integrity of the existing building
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 15
bull Celebrating the interior spaces and heritage of the building
bull Improving the appeal of the building within the streetscape through the re-arrangement of traffic flow
bull Providing a more pedestrian scale along the building edges through the widening of the footpath
bull Creating access through the building and providing linkages between the building and external spaces and beyond (towards the park)
bull Providing greater interaction with the building through the form of the extended works (on the carpark side) and
bull Making the new works subtle yet iconic with reference to the past through materials used
Community Engagement ndash Stage Two
From 15th to 24th July Huon Valley Council undertook community engagement to seek feedback on the primary options for development and use of theGeeveston Town Hall
All Geeveston residents and businesses received a letter inviting them to provide feedback via an online survey available on the Councilrsquos website Thecommunity engagement was also advertised throughout the wider region Community members were informed about the process to date the vision andobjectives for the building and were provided with concept drawings The survey contained a mix of both quantitative (data collection) and qualitative(open comment) questions and aimed to gauge the overall community support for the proposal
In total 84 responses were received via the online survey with additional submissions received from community members regarding the concept designs
In summary the survey provided positive results in all the questions raised regarding the proposal Many residents and interested stakeholders have ratedthe use concepts highly when comparing them to the vision and objectives for the GTH
The positive response received from the community engagement process indicates that the community will use contribute to participate in and supportthe future uses of the GTH building thus helping the GTH to become an attraction in its own right connecting people with each other and encouragingemployment and confidence for investment
The online survey results are detailed below
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Quantitative Survey Results
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosiagree) 143 of respondents disagree (choosing 1 ndashscale of 1-5)
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosindash strongly disagree or 2 ndash disagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Page | 16
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosi ng 4 ndash agree or 5 ndashstronglydisagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4respondents disagree (choosing 1 ndash strongly disagree or 2
643 of respondents support the overall concept 131 of respondents do not support the o
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4 ndash agree or 5strongly disagree or 2 ndash disagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1
643 of respondents support the overall concept 131 of respondents do not support the o verall concept while 226 of respondents are unsure
Page | 17
agree or 5 ndashstrongly agree) 226 ofdisagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1 -5)
verall concept while 226 of respondents are unsure
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 18
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurethey were very supportive of the various uses within the building using the services themselves contributing andor participating in events at the site andtaking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurevarious uses within the building using the services themselves contributing andor participating in events at the site and
taking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Page | 19
Positive responses were received to how the community would see themselves engaging with the GTH building into the future The public indicated thatvarious uses within the building using the services themselves contributing andor participating in events at the site and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Demographic Information
Page | 20
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 21
Qualitative Survey Responses
Survey respondents were also invited to provide general comment regarding the proposal There are many comments that applaud the concepts and usesidentified Overall the results of the survey were very positive however it is noted that several areas of concern were raised which broadly cover five mainthemes
A copy of the written comments received via the online survey is included in the Summary of Survey Results report
Area of concern Summary of comments Proposed Response Action
Cafeacute commercialkitchen
Some concerns raised around the inclusionof a cafeacute due to competition in hospitality inthe township However respondents werenot necessarily opposed to a commercialkitchen or restaurant being available in thebuilding
It is noted that the proposed cafeacute restaurant commercial kitchen is not identifiedas part of the stage 1 implementation but will be considered as part of the nextstage of the project
Some respondents included verbatim comments asking for another cafeacute not to beallowed in the town These comments do not seem to have any other basis otherthan to constrain competition in favour of existing shop retailers in the township
This area of community concern is further addressed in the Economic Impact sectionbelow
Public toilets Some concerns raised around the locationand availability of public toilet facilities inGeeveston
The location of public toilets will be considered as part of future stages of projectimplementation
Currently visitors to Geeveston are not inspired to stay and spend time as thecurrent township facilities and amenities lack appeal and do not encourage a feelingof comfort and enjoyment
It is important that the location of public toilets be well considered as the businessplan aims to increase visitation to Geeveston and capture a greater share ofeconomic value from tourism Timing will also need to be considered in terms offuture stages of implementation and other developments being undertaken in thetownship
Traffic management car parking
Some concerns raised around the impact ontraffic flow from widening the footpath in
Traffic management considerations will form part of the planning in futureimplementation stages and would need to comply with relevant procedures and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 22
Church Street and car parking availability inGeeveston
regulations
Geeveston has significant issues in relation to the township roadways and how theyencourage visitors to enter the main street Signage traffic flow and townshipappeal are all important factors for the future in making Geeveston a moresuccessful township and visitor experience
Timber veilsurrounding thebuilding
Some concerns raised that timber and steelwould not suit the timber heritage feel ofthe Geeveston township
It is noted that the concept drawings provided to the community incorporating thetimber and steel veil are concept only at this stage and that final plans will not beapproved until future stages of the plan are implemented
Sale of TahuneAirwalk tickets
Concern was raised that there was nomention of the sale of Tahune Airwalktickets in the building
It is regarded that the sale of Tahune Airwalk tickets is a critical componentattracting visitors to the township of Geeveston and also an important point ofvalue capture that can assist in sustaining Geeveston Town Hall operations The saleof Tahune Airwalk tickets is part of all stages of the Business Plan and included inestablishment of a fully functioning Visitor Information Centre on site
QVMAG Comparison and Insights
Richard Mulvaney Director of the Queen Victoria Museum and Art Gallery (QVMAG) was interviewed to gain a perspective on the donations policy andvisitor engagement experience of the QVMAG
Annual visitors to QVMAG are around 138000 visitors per annum The museum is a significant facility incorporating many partner and allied organisationsIt is a major draw card for the city of Launceston and a significant events venue With an operating budget of approximately $32M from State of Tasmaniaand around $12M from Launceston City Council the facility is a large publicly run enterprise
Their donations experience is that they achieve less than $2 average per visitor However it has been noted that the profile of visitors is important to this asa high proportion of locals would reduce donation performance It is noted that GTH has a high proportion of mainland and international visitors
There are three donations boxes within QVMAG They are constructed as double sided as many visitors will donate on the way out at the end of theirexperience Merchandising and museum shop is an important element that augments the museum and gallery experience Also the hiring of rooms formeetings and events is a great way to encourage visitation and involvement of the business and various industry communities
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 23
Business Strategy
Given the economic and social situation of the Geeveston Township and its surrounding region it is critical that drivers of economic demand and progressare in place for the future The investigations and concept developments at the time of developing this business plan are focused on development of theGeeveston Town Hall and the business concept behind it that will drive the economy of not just the township but also the broader region
This strategy must be focused on delivering the strategic development of this key public asset to create a building and experience of significance to drivesocial collaboration tourism development and industry development The clear strategy of focusing the building on tourism is compelling particularly forthe purposes of
bull tourism information for the region (incorporating product and experience sales)
bull creative industries (exhibiting and selling regional art and designed goods)
bull agritourism (hospitality food experiences) and
bull history and heritage museum (stories of the past display and exhibition of key artefacts experiences and interpretation)
It is also clear that this building should be managed by an independent organisation to that of its Government owner This has the benefit of ensuring thatcommercial principles underpin the development management and sustainability of the enterprise and its strategic partnerships In doing this Huon ValleyCouncil as ldquoasset ownerrdquo can have a relationship with a single ldquooperatorrdquo This ldquooperatorrdquo can either run internally or outsource the running of the variousservices that the building will offer
Core Business
The core business of the Geeveston Town Hall will be to facilitate the development and management of a significant building that will house services thatare important to the region The core business of the building will relate to tourism and hospitality creative industries and community engagement
The core business must generate economic value for the building to support its maintenance and its services sustainability and also generate flow oneffects to the surrounding economy
Differentiation
The Geeveston Town Hall must differentiate itself from other attractions within Tasmania by using the following factors
1 Creating a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
2 Designing and developing a unique building that is in itself a building of significance within the region and Tasmania
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 24
3 Offering unique experiences to encourage interest
4 Maintaining momentum and dynamism in the content that is onsite to encourage revisitation
5 Achieving greater community engagement and involvement ie development of community enterprise and
6 Gaining involvement of industry players to drive diversity and synergies that generate sustainability outcomes and strengthen the offering and
provide reasons to visit Over time the Geeveston Town Hall will develop greater levels of collaboration between tourism creative industries and
agribusiness sector businesses
Value Proposition
The following are elements of the value proposition for the Huon Valley economy for the development of the Geeveston Town Hall
bull The GTH will become a destination in itself with strong branding and positioning to create an identity for the building and township of Geeveston
bull Geeveston will become a gateway to the ldquoFar Southrdquo driving visitation to the region and capturing an increased share of tourism value through the
promotion and sale of tickets to surrounding attractions and experiences including the Tahune Airwalk
bull The GTH will offer a centralised presentation opportunity for the regionrsquos industries and encouraging greater synergies within industries such as
tourism agritourism and creative industries creating confidence for investment
bull The on-selling and reselling of unique local goods and services will help to support and promote the regionrsquos creative industries
bull The GTH will encourage the development of community enterprise volunteering and community involvement
bull A service level agreement between GTH Co and HVVC will achieve cost efficiencies through staff and technology sharing between the two sites
bull Huon Valley Councilrsquos planned redevelopment of Heritage Park will increase access and linkages to the GTH and the main street and continue to
develop Geeveston as a destination for locals and visitors
bull Proposed traffic management and car parking changes within the township will enable greater access to Geeveston for both vehicles and
pedestrians
bull Staged implementation of changes to the GTH building will encourage other planned changes in the township and allow time to adapt
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 25
Product amp Experience Offering
Purpose Use Use Detail amp Benefit Target Markets
Tourism Visitor Information Centre A Visitor Information Centre that provides clearinterpretation of the region focuses on selling andpromoting Southwest accommodation experiences andattractions acts as a gateway to the lsquoFar Southrsquomaximises the regions tourism economy and also sellslocal unique goods with strong linkages to the creativeindustries of the region
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Creative industries (unique goodsfor sale on consignment)
Integrated tourism operations Collaboration of Southwest Tourism Experiences involvingtour operators and guides adventure tourism andagritourism suppliers
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Seafood experience centre A Seafood Experience Centre to showcase Tasmaniansalmon and shellfish based seafood that Tasmaniaoperates as commercial fisheries Potential linkage tohospitality provider
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
History amp Heritage Museum interpretation center A fully modernised Museum for cultural and heritagepresentation and interpretation of the region Historicaldisplays and artefacts managed by the community andGeeveston Archives and History Society
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
School groups
Community Events Flexible space A flexible Events Space that will satisfy community eventsfor local and tourism purposes and encouragedevelopment of community enterprise creativity and
Local residents
Local businesses workers
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 26
connection Social enterprise
Gallery and exhibition space A high quality flexible Gallery Exhibition Space to houseexhibitions from local and Tasmanian artists and craftdesigners with potentially significant curated exhibitionsinto the future
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries
Hospitality (Retail) Cafe
Restaurant
A high quality Cafeacute andor Restaurant underpinned by acommercial kitchen that can also run community eventsand functions
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries (catering)
Social enterprise (catering)
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 27
Economic Impact
Visitor Information Centre Regional Extension
As has been identified earlier in this plan Geeveston has a significant role to play in servicing visitors to the region and in particular to encourage visitationto surrounding experiences With the significance of the Tahune Airwalk visitation and that to Hastings Caves Ida Bay Railway and Hartz Mountains just toname a few Geeveston simply must perform as a tourism town Its current infrastructure and services are sub-standard and if they do not improve thetown will falter and the region will suffer from a flat or reducing tourism industry
Huonville has operated a visitor information centre (HVVC) for a number of years It has built a model that ensures that it can yield visitor spend based onits visitor profile The current Forest and Heritage Centre (FHC) has more annual visitors than the HVVC These visitors are journeying deeper into theregion and are seeking advice and guidance on what is in the surrounding area and importantly tickets to key attractions
It could be perceived that another visitor centre in Geeveston would cannibalise the sales of Huonville however the two visitor centres should becomplementary and they can be collaborative Even in its current form the FHC is an experience and an important one that is central to the survival of thetown The FHC already outperforms the HVVC on merchandise sales and overall turnover The two sites play different roles in the journey of the visitor andwill sell different product that is more relevant at any point in time This of course will be partly because they will have a different presentation andoffering
Each visitor centre in the region should strive to offer unique experiences and goods if possible however complete diversity is not achievable as there canalso be opportunities for cost efficiencies in stocking general memorabilia and clothing merchandise The diversity of offering onsite is significant enough toencourage multiple visits to VICrsquos throughout the region
The economic impact on the tourism economy in having a visitor centre in Geeveston vastly outweighs any negative impact of minor cannibalization thatmay occur It must also be noted that it is unknown how much opportunity cost is currently being experienced with the FHC in place with greatly restrictedofferings
Geeveston township sustainability and its prospects for growth will be greatly diminished if a visitor centre is not in the town and the surrounding tourismeconomy and community would suffer as a result
Competition in Tourism and Hospitality
There appears to be a gap in the supply of hospitality services for visitors within the township There are currently three hospitality providers in Geevestonbut it is noted that there is an inconsistency in business operating hours lower than acceptable food and service quality and the townshiprsquos services areunavailable or limited after 4pm
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 28
A key element of this plan is for the GTH to be a destination in its own right and a gateway to the lsquoFar Southrsquo Geeveston therefore has a significant role toplay in servicing the increased number of visitors to the township and region and to capture a higher share of visitor spend on food and beverageParticularly during daylight savings months there is opportunity to provide more lunch or early dinner offerings for tourists
A cluster of food offerings ie cafes restaurants within the township will promote both competition and cooperation and grow the townships reputation asa place to eat which is currently lacking Operators will compete to win customers thus encouraging quality product offerings and customer servicedriving innovation in filling gaps within the market
Introducing competitive hospitality providers within the township will aim to raise the level of overall hospitality services and offering to visitors Qualityand appealing food options within the township will help to develop Geeveston as a destination of choice for locals and visitors a reason to visit and tospend time
It is critical that agritourism linkages are in place to support tourism hospitality for the town Quality providers of fresh regional and Tasmanian produce area very important component and the township seemingly has an undersupply of hospitality services of this type particularly of a quality and standard thatis acceptable to interstate and international tourists
Township Performance and Effect on Micro-Economy
This project aims to develop feasible uses for the future of the GTH that will benefit the economy of the region and maintain the building for the future
Geeveston is one of the townships hardest hit by the decline of the forestry industry in Tasmania
The redevelopment of the GTH will bring a new wave of opportunity to the local economy as there will be a raising of the standard of the townrsquos amenitynew service offerings and experiences new employment capital development expenditures increased tourist visitation and commercial development ofthe town in general brought about by competition
Improvement in value capture of the township within the region will have positive ongoing economic impacts for stability for existing businesses andemployment
Without improvement in the township offering and competition the township would not change and keep pace with the demands of the modern touristsettler or business investor
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 29
Implementation Planning
Staged Implementation Overview
The redevelopment of the Geeveston Town Hall can be broken into three key development stages
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
It is proposed that the GTH be operated in future by a new company limited by guarantee (GTH Co) run by a community Board balanced withrepresentatives from the key stakeholder groups The first step in achieving this business plan is the establishment of an operating entity for the GTHbuilding
As part of stage one it is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in
time for the peak tourism season as well as some provision for a community gallery and flexible use space In order to achieve this a number of key
activities would need to occur These include
bull Establishing an organisational structure governance Board and support mechanisms
bull Re-establishment of the visitor centre utilising existing resources and small assets and partnering with the HVVC
bull Resetting the museum and preparing for a new contemporary presentation
bull Seeking assistance with museum for maximising the visitor value from the historical stories
bull Engaging with regional creative industries through the Huon Valley Arts Cooperative Initiative
bull Organising community events that provide value for locals and encourage greater levels of planning sharing and connection with established
activities
bull Organising an initial calendar of ldquoshowcase eventsrdquo for the township and region that would attract Southern Tasmanian visitors primarily for day
trips and visitors from northern Tasmania whilst on intrastate holiday and
bull Establishing an interim identity for the building that signals a change from the current format and function and a transition to the new concept that
can be promoted ahead of time
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 30
Stage one is ultimately a ldquoproof of conceptrdquo stage during this initial stage the Geeveston community and key user groups would need to be engaged with
and challenged to ldquoprove the business modelrdquo before commencement of the stage two developments The key groups include
bull Geeveston Archives and History Society
bull Regional designers artists and gallery owners ideally working through the Huon Valley Arts Cooperative
bull Tourism operators accommodation providers and visitor centre workers
bull Volunteer groups
bull Various other Township associations
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment It is noted that this stage and any future implementation stages would be highly dependent on grant funding and co-contribution funding
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
Stage One ndash Reset the Base
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
To reinstate a Visitor Information Centreon site that also sells local handmadegoods either as stock items or onconsignment with strong linkages to thedesigners retailers
The TTIC must have the ability torepresent the region in a compellingway there must be clear interpretationof the region (lower floor)
Significant generator of visitation toGeeveston encouraging increased lengthof stay and spend
Utilise the existing shop and officeinfrastructure
New tourism and retail display systemsto be implemented
Prior to 201516 peak tourismseason ndash Spring 2015
Local handmade arts andcrafts
Local markets and events
To include a flexible space that cansatisfy community events for local andtourism purposes and include a galleryspace that could house exhibitions from
Low given that use is likely to be a mix ofexhibitions events and meetingsResetting the special layout and creatinga visitor experience that is also a flexible
Likely to be progressive but canrsquotbe too far behind the VICdevelopment
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 31
Community engagement local and Tasmanian artists
(lower floor)
area is the challenge
Detailed planning for the lower floorspace that is not to be utilized by VIC
Cultural and heritage To reset the museum component to theupper floor only
(upper floor)
Moderate refit impact however fullimplementation would result in a highimpact
Staged development is warranted
Initial stage would commenceimmediately ie prior to summer2015
Stage Two ndash Repurpose for Community and increase capacity
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Commercial Gallery with potentiallysignificant curated exhibitions into thefuture
Modest to low given the need to meetminimum standards and be a flexibleexhibition space Security andenvironmental quality issues will beprimary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural andheritage presentation of the region ldquoRe-think museumrdquo
Significant on both space utilization andrequired quality of fit out Maximisingartifacts and interpretation value
Long term design Unknown timing
Community engagement Development of community enterprisetaking a proactive hand in utilising thesitersquos flexible area encouraging creativityand connection
Low given that use is likely to be a mixof exhibitions events and meetings
In line with site development onlower floor
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercialkitchen that can also run communityevents
(lower floor)
Significant due to hospitality kitchenrequirements and goods storage andinout facilities
Commencement as soon aspracticable however operatoridentification will force a delay ndashWinter 2016 is the idealdevelopment timing
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 32
Stage Three ndash Encouraging Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
Creating a tourism hub Potentially some integration of touristservices onsite Yet to be defined ingreater detail
Post 2016 summer period
Creating connections with Heritage Parkand its development
ie bicycle hire storage of key rentableequipment music festival outdoor artsdisplays etc
Emerging linkages that are yet to haveclarity
Unknown
Creating connection with surroundingtownships
ie via bike track maps andpresentations
Accommodation and stop overlocations Services offered at regionallocations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be themarshaling point for all visitors enteringfor experiences Boating Kayakingbiking walking and wilderness visitsThis may require a range of facilities toaccommodate
Unknown
Linkages to local industries Creating connections with theaquaculture industry
ie salmon experiences restaurantoffering
Related to food tourism and foodofferings Could be significant if aseafood experience centre is theconcept eg aquarium and otherfeatures
Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 33
Detailed Implementation Plan
As of 31 October 2015 the Forest and Heritage Centre will cease operation at the Geeveston Town Hall The following table details the majorimplementation tasks for Stage One of the Geeveston Town Hall development with the aim of having a fully functioning Visitor Information Centre andMuseum operating by the end of November 2015 in time for the peak tourism season as well as a community gallery space
Whilst every effort has been taken to identify the key activities that would need to be undertaken to successfully implement stage one final planning andbudget requirements will ultimately need to be undertaken by HVC as the key decision maker and source of seed capital for this venture Of course thefollowing plan and budget may be lower than expected if HVC has the capability to insource some of the establishment works
It is not feasible to provide specific details of implementing further stages at this time but it is noted that any future implementation stages would be highlydependent on grant funding and co-contribution
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 34
Stage One Implementation
Initiative Strategy Task Timing Responsibility Estimated Budget
Establish the OperatingEntity
(Set up stage Sept Oct Nov)
bull Establish legal entity and constitution Sep 2015 HVC $5000-8000
bull Establish representative community Board Sep 2015 HVC $2000
bull Establish foundation budget amp funding Sep 2015 HVC Potentially $15000-$20000
Also linked to TVIN budgetfor assets and stock
bull Finalise human resource plan and recruitment Oct 2015 GTH Co $6000-$8000
bull Execute lease amp other partnership agreements (ie
HVC lease support from Huon Valley Visitor Centre)
Oct 2015 GTH Co $2000
bull Establish tenancy terms with Geeveston Records amp
History Society (for operation of museum)
Nov 2015 GTH Co $1500
bull Set up community support structures
o Establish community events sub-committee
o Hold a community ldquoworking beerdquo
Nov 2015 GTH Co Nil
Establish Visitor Centre
(To be in full operation by 1December 2015)
bull Identify amp purchase operational assets
o Computers amp telephone system
o Office furniture
o Visitor centre signage
o TVIN membership
o Tourism brochure displays
o Retail displays and shelving
Oct 2015 GTH Co Less than $20000
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 35
Initiative Strategy Task Timing Responsibility Estimated Budget
o Initial stock holding
bull TVIN membership Oct 2015 GTH Co Within the above
bull Booking amp reservation system Oct 2015 GTH Co Within the above
bull Refit GTH retail area as Visitor Information Centre
o Booking desk brochure stands racks
poster positions digital signage displays
retail shelving and stands interpretive
display boards etc
o Many items will be made available by
Forestry Tasmania (exact items yet to be
confirmed)
Nov 2015 GTH Co Within the above
bull Finalise HR plan amp undertake staff training Nov 2015 GTH Co Operational budget $2000
bull Develop merchandising plan Nov 2015 GTH Co $2000
(test stock and advice)
bull Finalise budget Nov 2015 GTH Co As above
Reset the Museum
(To be in full operation by 1December 2015)
bull Finalise the commercial agreement with the
Geeveston Records amp History Society
Oct 2015 GTH Co As above
bull Redesign the museum space to the top floor only Nov 2015 GRampHS Unknown but minimal(community project)
bull Seek assistance with interpretive panels Nov 2015 GRampHS Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 36
Initiative Strategy Task Timing Responsibility Estimated Budget
bull Establish a museum operations plan Nov 2015 GRampHS andGTH Co
Nil
Establish CommunityGallery Space
bull Engage with regional creative industries through the
HVC Arts Cooperative Initiative
Oct 2015 GTH Co Nil or minimal
(insourced)
bull Reset dedicated GTH space for community gallery
operations ie partitions and mobile walls
Nov 2015 GTH Co HVCArts Co-operativemembers
Community arts workingbee
Potentially Arts Tas minorsponsorship
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
The Business amp Financial Model
Business Model
Relationship
Tenants
Operator
Owner
Visitor Centre
Internal toGTH Co
The Business amp Financial Model
HVC
GTH CoCommunity
Board
Visitor Centre
Internal toGTH Co
Museum
Outsourced
Gallery
Internal toGTH Co
Cafe Restaurant
Outsourced
Page | 37
Cafe Restaurant
Outsourced
Events
Internal toGTH Co
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 38
Financial Model
The budget for operations of the new venture GTH Co has been created using an approach showing the basis for operations of stage one as a full yearfinancial operational budget forecast The budget has then been built showing the financial impact of more developed operations within a stage two
An overall master budget has been created for the operating entity using the working title GTH Co as well as separate operating budgets for each of thetenants or services operating within the business
Budgets have been cast on an annualised basis due to the uncertainty around timing of start-up and potential capital development periods whereinterruption will be experienced
The core objectives of the financial model are
bull To establish operations on a profit basis using normal commercial principles
bull To ensure that an independent company can be the ldquooperatorrdquo of the GTH that does not require ongoing subsidisation from HVC to remain
feasible
bull To take into account reasonable estimates that follow principles of prudence by overstating costs and understating revenue
bull New operational principles that affect revenue raising have been researched as far as is practicable at this stage based on available source
historical financial data but may require further work
The complete budget papers were tabled at the HVC Workshop on 18th August
Key Assumptions
Several key assumptions have been made in relation to the operating budget and have been built into the Excel cash flow statements These are as follows
Business Unit Stage One Implementation Stage Two Implementation
Visitor Information Centre (VIC) Visitor center sales for attractions in line with historicalperformance Critically the VIC will be selling TahuneTickets along with the normal TVIN accommodationexperiences and products lines
Tahune sales at 30 of total Tahune tickets
Year two growth after renovation Tahune modest growthHastings modest growth 2 CPI price increase across theboard
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 39
Accommodation bookings very low due to locationdisadvantage and local offerings Only 150 room nightsbooked
Stable accommodation bookings at low levels
Merchandise sales based on FHC existing sales plusadditional sales from new stock and consignmentgoods Retention of some existing FHC merchandiseitems to be sought Eg Island specialty timbers andlocal wood crafts
Merchandise growth particularly in regional goods
Stock sales of $150000 at 50 GP
Existing FHC merchandise shop sales are $110K paCOGS at lt 40
Growth in stock sales to $190K
VIC operations run by GTH Co in collaboration withHVVC Some subsidized services paid for to HVVC
No change
All staff employed by GTH Co and staff utilized acrossall functions (inc VIC museum and events buildingdaily operations)
No change
Museum Donations collection based on $18 per donation 12 strike rate
Stable but growing
Contributing rent and electricity No change
Agreement for 40 rent from donations and 10 tostaff costs
Events Minimal events planned for FY16 25 1 eachfortnight Average venue revenue $200 per session
Events growth after refurbishment Some pricing andcommercial terms review due to significant facility change
No labour cost Possible change to labour contribution
Most cost increases borne by external operators using the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 40
Electricity apportioned
Rent applied pa
facility with their own labour
Gallery No commercial gallery operations in FY16
However GTH Co will encourage arts associations toprove gallery concept and offer space at a reducedevent rate for exhibitions
Commercial gallery to launch after refurbishment
Sales of artwork and goods to commence
No budget for capital works at this stage Reliance onvolunteer labour and community contributions for thefirst year
Regionally significant gallery boosts visitor numbers andextends length of stay in the far south
Cafeacute Restaurant No cafeacute or restaurant Cafeacute lease established after renovation during year 2
Rent rates in line with Church St prices $200-250 per weekfor an average cafeacute site
Site Occupancy and Financial Framework
Geeveston Town Hall Co (GTH Co) will hold the head lease for the site with Huon Valley Council GTH Co will have the right to sub-lease the premisessubject to agreed uses and approval of tenants by the full Board of GTH Co GTH Co will negotiate an appropriate rental return with HVC taking intoaccount the establishment costs of the site and the target return for HVC
The holders of tenancies are planned as follows
1 The Visitor Information Centre will be operated by GTH Co and will hold the head lease
2 The Museum will be offered lease terms and be run by the Geeveston Records and History Society The museum will pay rent and also subsidise
staffing costs
3 Events Space is operated by GTH Co and rent contribution will be charged from all revenue received for events
4 A Cafeacute is contemplated for the second period after renovation A lease would be assigned for this space at commercial rates
5 A Commercial Gallery is not planned to launch until after renovation and in the interim arts community members will be welcome to hire space as
per the events space with negotiated pricing terms
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 41
Financial Targets and Contributions
Capital expenditure estimates are currently being prepared and due to the conceptual level of detail are likely to be estimates based on commercialexperience and examples These estimates will be available at the HVC workshop on 18th August and will be provided as part of the complete budgetpapers
Governance Model
The plan for governance is based on the following principles
bull Achieving a community run facility for the benefit of the broader community and economic advancement of the region
bull Encouraging strategic partnerships within community groups public organisations and industry players to achieve greater value for the community
and the building owner than a purely commercial operator could
Governance Proposal
It is proposed that
1 The Huon Valley Council establish a new company limited by guarantee ie Geeveston Town Hall Company (GTH Co)
2 The GTH Co be run by a community Board balanced with representatives from various key stakeholder groups
a The Board needs to have enough members to satisfy the GTH CO community and industry profile
b Board membership may comprise representatives from HVC industry and community
3 The new company would operate as not for profit business and essentially reinvest surpluses into the GTH and its related operations
Board Structure and Operation
It is suggested that an independent Chairman be appointed However if this is not achievable then the Chairman role could be for a fixed term of 2 yearsrotational across the Board members
Board composition may comprise the following
bull Chairman
bull HVC
bull Township associations
bull Key industry players
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 42
It is suggested that subcommittees be assigned by the Board to critical functions that would in turn enable the involvement of community and industrycontributors to assist and provide guidance to key initiatives A single board member could be chair of a sub-committee and could elect to formulatesubcommittee members from the community
The recommended governance model outlined above is for discussion with HVC The final decision regarding governance structure and operation is to bedetermined by Huon Valley Council
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 43
SWOT Analysis
Strengths
bull The Geeveston Town Hall will become an attraction in its own right
bull The reinstatement of a Visitor Centre on site will be a significant generator of visitation to Geeveston encouraging increased length of stay and
spend
o Sale of Tahune Airwalk tickets
bull Long term financial sustainability
bull Town Hall will encourage continuity of employment in the township and on site
bull Efficiencies will be created though the operating entity owning and managing the Visitor Information Centre (VIC)
bull Efficiencies will be created through partnership arrangements between the Geeveston and Huonville Visitor Centre (HVVC) (ie sharing of
technology and staff)
bull Cost savings and intimacy to be achieved through use of volunteers
bull On selling and reselling of regional goods and promotion of local creative industries
bull Creation of greater access and linkages between the building and external spaces and beyond
Weaknesses
bull Start-up organisation with undefined Board
bull Uncertain funding sources and no currently identified seed capital
bull Current museum interpretive content is not contemporary or appealing
bull Reliance on donations to subsidise operation of the museum
bull Gross profit on VIC operations are traditionally low therefore reliance on selling value added Tasmanian products is high at current township visitor
numbers
bull Public toilets must be moved if the overall concept is agreed
Opportunities
bull To create a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
bull To generate economic value for the building with flow on benefits to the surrounding township and region especially within stage two of the plan
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 44
bull To achieve greater community engagement and involvement ie development of community enterprise
bull To facilitate industry involvement and collaboration between tourism creative industries and agribusiness sector businesses
bull Raise the level of hospitality services within the town and offering to visitors
Threats
bull Duplication of visitor information services within the region
bull Cafeacute restaurant competing with existing hospitality businesses in the township
bull If the VIC is not implemented decreased visitation to the town and region resulting in lower VIC bookings commissions and retail sales achieved
bull Ability to encourage revisitation to the area
bull Ability to attract appropriate tenants to Stage 2
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 45
Risk Analysis
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
1 No action taken amp the GTH becomesdormant
H M This would be catastrophic for the townshiprsquos economy
2 Stage one startup capital notavailable
H L Refer point 1
3 Funding for stage two notachievable
M M Commence advocacy lobbying and applications for funding at the earliestopportunity to enable works commencement no later than autumn 2017
4 Building budget for concept is largerexpectations and funder capacity
M L Lobby State and Federal Government on the merits of supporting regionaleconomies for the longer term economic and social benefits
5 Ability to attract appropriatetenants to stage two and beyond
H L At the earliest stage promote the changing nature of Geeveston and itsregion along with the tourism plan for the Huon Valley Early discussionswith likely tenancy applicants are important
6 Township toilets relocation becomesproblematic for HVC capital budget
M M Build toilets relocation into capital works budget for GTH to ensure thatthe overall project works are budgeted taking a holistic view
7 Introducing a second VIC to theregion may cannibalise the sales ofHuonville
M L The two VICs should be complimentary and they can be collaborativeThe two sites will have a different presentation and offering and will selldifferent product that is more relevant at any point in time
Some minor canabalisation may occur but Geevestonrsquos sustainability andits prospects for growth will be greatly diminished if a VIC is not in thetown and the surrounding tourism economy and community would
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 46
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
suffer as a result
8 VIC not authorised to sell TahuneAirwalk tickets and overallcommission revenue is lower thanexpected
H L Provided the new operator has a sound business structure and a goodworking relationship can be developed Forestry Tasmania would givefavourable consideration to the new operator selling tickets oncommission for Tahune Airwalk The industry standard of 15commission would apply to ticket sales
9 VIC retail sales revenue is lowerthan expected
M L Adjust operating costs to suit adjust retail products and pricingGenerate community support to encourage township visitation increasesfrom intrastate markets
10 Tahune take steps to restrict VICsales via significant onlinedevelopment and discounting
M L Communicate the total offering of the GTH to inbound tourists andcreate partnerships with feeders and referrers for travel to GTH
11 Current museum interpretivecontent is unappealing and notcontemporary
H M This is a core issue for the holding of tenancy for the Museum componentIn future the value generated by experiences and offerings will beparamount for feasibility and sustainability
Encourage the Geeveston Records and History Society to seekprofessional help immediately
12 Museum donations revenue arelower than expected
L M Little can be done about this Review and potentially improvecommunications to visitors Bundle a value-add with the museum andcharge an entry price Much is dependent on the strength of the offering
13 Introducing competitive hospitalityservices within the town seriouslyaffects viability of other operators
M L Township operators must stand on their own competitive positioning Iftownship traders choose not to change or offer greater value and aretherefore not preferred then the free market must be allowed to operate
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 47
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
to the future viability of the town
14 Governance structure fails M L Building owner to reset the lease of the building and remove theoperator
Building owner may provide support and guidance in the initial stages ofcompany establishment to ensure a successful first year of trading andongoing partnership in the stage two building development process
Balanced board members and appropriate representatives withprofessional skills are a key issue for governance success
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 48
Appendix A
Architectural concepts have been created by project architect Preston Lane The concept drawings demonstrate how the building could be renovatedimproving its utility for these purposes and also improving the main street of the town including greater open public area surrounding the building on themain street connection to Heritage Park and the township car park
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 49
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 50
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 51
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 52
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 8
Businesses
There are approximately 1175 businesses in the Huon Valley region encompassing Huonville ndash Franklin Geeveston ndash Dover and Cygnet The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 9
Geeveston Community amp Economic Profile
Geeveston is a small township nestled in the lower reaches of the scenic Huon Valley It has a strong apple growing and forestry heritage and today caters for travelers exploring the nearby forests Hartz Mountains National Park and Picton and Huon rivers
Surrounded by rolling hills and the nearby mountains Geeveston has a range of shops eateries and local attractions and a main street full of hand-carved timber sculptures of famous locals
Apple orchards grow in the lush green valleys nearby and during autumn visitors can buy buckets of Pink Lady Crofton Geeveston Fanny Apple Red Delicious Granny Smith and Fuji apples from roadside stalls
Theres also a creative community of artists and makers who sell their wares on the main street and at a regular market
West of Geeveston is the Tahune Forest Reserve and the popular Tahune Airwalk Here you can walk amongst the treetops past rare species some found only in Tasmania The walkway rises up to 48 metres above the ground and extends for around half a kilometre over the Tahune State Forest and Picton River
Source httpwwwdiscovertasmaniacomauaboutregions-of-tasmaniahobart-and-southgeevestonwhat-to-do|page-1
Key Statistics
Resident population 1430
Median age 41
Number of households 549
Median total household income ($weekly) 765
Unemployment rate 77
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 10
Employment
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Key Industry Sectors
Source ABS 2011 Census Data ndash Geeveston (SSC60123) - httpwwwcensusdataabsgovaucensus_servicesgetproductcensus2011communityprofileSSC60123opendocumentampnavpos=220
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 11
Businesses
There are approximately 278 businesses in the Geeveston ndash Dover area The chart below shows the proportion of businesses key industry sectors
Source ABS Counts of Australian Businesses ndash June 2014 - httpwwwabsgovauAUSSTATSabsnsfDetailsPage81650Jun20201020to20Jun202014OpenDocument
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 12
Drivers of Economic Development
Although it is outside the scope of this project to plan more broadly the economy of the region as Council already has an Economic Development Strategy it is still important to focus on the drivers of economic performance as they are related to the Geeveston Town Hall and the overall Geeveston township and surrounding region
Below are performance measures and targets offered for discussion and further clarification within the context of this project It must be recognized that a singular building development is incapable of being responsible for the total performance of a region however it is also important for this planning project to identify with the overarching objectives for the region One of the major drivers of growth for the region is tourism as this is a natural strength of the region and also a key driver of opportunities where scale and economic diversity can be achieved
Industry Performance Measures for Discussion
Industry Performance Measure
Tourism and Hospitality Room night stock
Visitors to region (total visitors to Geeveston)
Length of stay (nights)
Average spend during stay
Jobs by business type
Jobs created in annual period
$ investment in new activities and assets
Number of new businesses
Other Industries
Seafood and fisheries
Forestry
Creative industries
Jobs by sector
Jobs created in annual period
$ investment in new activities and assets
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 13
Primary production (farming)
Manufacturing (food industrial commercial and consumer goods)
Retail (food consumer goods)
Services (health education transport etc)
Number of new businesses
Tourism Visitation
The Huon Valley
The Huon Valley prides itself on its pristine environment rich living history strong maritime connections temperate wilderness unique accessible wildlife world renowned food and wine and seasonal climate variations
The Huon River is an iconic natural feature of the Huon Valley and weaves its way through the five main townships of Huonville Franklin Cygnet Geeveston and Dover The region has a long maritime and forestry history and is augmented by a rich cultural heritage
The Huon Valley encompasses two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks
Tourism is a key economic driver in the Huon Valley and the region leverages from its two major tourist attractions ndash Tahune Airwalk and Hastings Caves and Thermal Springs
Source Huon Valley Attractions and Experiences Prospectus ndash April 2013
The table below shows a range of statistics based on interstate visitation to Tasmania from January 2011 to December 2014
The Huon Trail commences at Taroona and travels south to Kingston where it splits into two distinct areas of the Huon Valley and DrsquoEntrecasteaux Channel areas Interstate touring route holiday visitors to the Huon Trail increased 23 in 2013 from the previous year and further increased by 32 in 2014 to 154007 visitors
In the 12 month period from January 2014 to December 2014 there were 55687 interstate visitors to the Tahune Airwalk down 20 from the previous year and 22911 interstate visitors to Hastings Caves and Thermal Springs down 11 from the previous year
It would appear from the data below that new accommodation came online in both Cygnet and Huonville during 2014 with a significant increase in overnight visitor numbers and nights stayed in these locations However it is noted that this data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 14
Jan 2011 - Dec 2011 Jan 2012 - Dec 2012
change from
previous period Jan 2013 - Dec 2013
change from
previous period Jan 2014 - Dec 2014
change from
previous period
Day Visitors
Dover (Until June 2006 from July 2007) (Visited) 12141 12439 245 13610 941 12330 -940
Geeveston (until June 2013) (Visited) 38243 37663 -152 26013 -3093 - -
Cygnet (from July 2013) (Visited)~ - - - 14341 - 37329 16030
Huonville (Visited) 73169 68188 -681 75154 1022 67202 -1058
Cockle Creek (from July 2005) (Visited) 9085 7179 -2098 8132 1327 8046 -106
Overnight Visitors
Dover (Until June 2006 from July 2007) (Overnight) 8157 5610 -3122 7906 4093 9223 1666
Geeveston (until June 2013) (Overnight) 5616 7092 2628 4481 -3682 -
Cygnet (from July 2013) (Overnight)~ - - 2521 - 10914 33292
Huonville (Overnight) 15009 12819 -1459 17891 3957 25069 4012
Cockle Creek (from July 2005) (Overnight) 4175 4819 1543 5349 1100 6182 1557
Total Number of Nights Stayed^
Dover (Until June 2006 from July 2007) 37159 66172 7808 18601 -7189 27257 4654
Geeveston (until June 2013) 36663 19441 -4697 8153 -5806 - -
Cygnet (from July 2013)~ - - - 9343 - 75362 70661
Huonville 103104 96799 -612 68458 -2928 140297 10494
Cockle Creek (From July 2005) 11035 12242 1094 14947 2210 12932 -1348
Average Number of Nights Spent^
Dover (Until June 2006 from July 2007) 46 118 720 24 -940 3 06
Geeveston (until June 2013) 65 27 -380 18 -090 - -
Cygnet (from July 2013)~ - - - 37 - 69 32
Huonville 69 76 070 38 -380 56 18
Cockle Creek (From July 2005) 26 25 -010 28 030 21 -07
Average Spend per Visitor ($000)
Average Expenditure per Visitor 1631 1542 -0089 153 -0012 1645 0115
Holiday 2425 217 -0255 2224 0054 2284 006
VFR 088 0949 0069 0862 -0087 0997 0135
Business 113 1166 0036 1153 -0013 1112 -0041
Other 1585 1809 0224 1371 -0438 1336 -0035
Attractions Visited
Tahune Forest Airwalk (from July 2001) 56747 54166 -455 69802 2887 55687 -2022
Hastings CavesThermal Springs 22105 22011 -043 25817 1729 22911 -1126
Touring Route Holiday Visitors
Huon Trail 128232 121686 -510 149298 2269 154007 315
Places stopped and looked around but did not stay overnight
This data may be skewed due to the number of camping caravan facilities in the area and the tendency for longer stays within this market segment
Visitor data for Geeveston was collected until June 2013 so the Jan 2013 - Dec 2014 represents only a 6 month period
~ Visitor data for Cygnet was collected from July 2013 so the percentage change from the previous 12 month period is based on only a 6 month period in the Jan 2013 - Dec 2014 period
Source Tasmanian Visitors Survey 2014
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 15
Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk The forests in the region provide the idyllic setting for bush walking fishing bird watching and mountain climbing and biking
As detailed in the table above in the 6 month period from January 2013 to June 2014 there were 26013 day visitors and 4481 overnight visitors to Geeveston from interstate staying an average of 18 nights
It is hard to comment accurately on current visitor trends in Geeveston as Tourism Tasmaniarsquos Tasmanian Visitors Survey ceased collecting data for Geeveston in June 2013 However visitor numbers to the township appeared to be on track to increase in 2013 with 26013 visitors in the 6 month period from Jan 2013 to June 2014
Source Tasmanian Visitors Survey 2014
Tahune Airwalk
Interstate visitors to the Tahune Airwalk were up 29 in 2013 from the previous year but dropped 20 in 2014 to 55687 Source Tasmanian Visitors Survey 2014
Based on this 80 per cent of visitors to Tahune Airwalk are from interstate with the remaining 20 per cent from intrastate
The table below shows Tahune Airwalk ticket sales from 201112 to present
201112 201213 201314 201415 (ytd)
201516 (forecast)
Total Tahune Airwalk Ticket Sales 63566 72982 69347 70759 80000
sold onsite 40 50 55 55
sold online 10 10 10 10
sold at Geeveston Forest amp Heritage Centre 45 35 30 30
sold through TTICs (Hobart amp Huonville) 5 5 5 5
Source Forestry Tasmania May 2015
Total visitor numbers to the Tahune Airwalk have been steady at around 70000 tickets sold per year for the past 3 years Ticket sales through the Geeveston Forest and Heritage Centre have slowly decreased from around 45 to 30 over the past 3 years currently representing approximately 23000 sales as the share of onsite ticket sales has increased Source Forestry Tasmania 2015
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 16
Tickets sold through the Huonville TTIC represent less than 1 with only 701 bookings made to date this year Source Huonville TTIC May 2015
Hastings Caves amp Thermal Springs
Interstate visitors to Hastings Caves and Thermal Springs were up 17 in 2013 from the previous year but dropped 11 in 2014 to 22911 Source Tasmanian Visitors
Survey 2014
The majority of tickets are sold online or onsite
Tickets sold through the Huonville TTIC represent less than 1 with around 100 bookings made each year Source Huonville TTIC May 2015
The Geeveston Forest and Heritage Centre has not been a great promoter of Hastings Caves with only 400 brochures supplied per annum in previous years
It is noted that in the last period that the Geeveston Town Hall operated as a Visitor centre sales of tickets to Hastings Caves represented around 1000 tickets
A conversation held with manager of Hastings Caves indicated that they are very supportive of improving visitor services within Geeveston and are very keen to be involved in establishing a greater level of interpretation and promotion of the experience
Assessment of Geeveston as a Visitor Destination
Based on an assessment of the total list of tourism related businesses for the region there are clearly some significant strategic gaps that need to be addressed for Geeveston and the South to generate greater yield from organic visitation and encourage growth of tourism market share
Most notably the major gaps in developing a more robust tourism economy are as follows
Gap Indicators
Inadequate visitor information services There are estimates of as many as 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek visitor information about surrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unable to purchase or book anything other than tickets to the Tahune Airwalk The closest TTIC is located at Huonville
Undersupply of accommodation options for all segments of the tourism market
In 2014 visitors stayed a total of 140297 nights in Huonville and 75365 in Cygnet a total of 215662 nights The number of visitor nights captured in Geeveston has significantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston is relatively unchanged and there is opportunity to capture a larger share of visitor nights
Undersupply of wilderness and agritourism As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 17
attractions and experiences wilderness waterways and environmentally based tourism experiences Considering the proximity of two recognized World Heritage Wilderness Areas Hartz Mountains and South West National Parks and the strength of the agricultural sector an assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
Undersupply of hospitality services to satisfy visitor requirements
An assessment of the total list of tourism related businesses for the region has identified a significant gap in the supply of hospitality services for visitors There are a total of three hospitality providers in Geeveston
Bakery
Cafeacute
Massaki Sushi
It is noted that there is an inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there is opportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
Lack of dynamism and contemporary presentation for the history and heritage of the region
Capital expenditure on the streetscape and the main street buildings has been very minor with little change over many years
The format of the current Geeveston Forestry and Heritage Centre displays is not contemporary and is not managed to actively encourage re-visitation
An obvious gap in the appeal of township facilities and amenities to encourage a feeling of comfort and enjoyment ie creating social spaces in which people want to stay and spend time
General visitor services are not up to standard compared to other places with high quality facilities
The recognised natural advantages that the region holds in terms of wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the far south are well noted as ldquoday triprdquo destinations from Hobart or Huonville Geeveston needs to reposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 18
Geeveston Town Hall Precinct
Geeveston Township Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated as a visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community business model
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has a strong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelings of well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wish to activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see as valuable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania do not intend to continue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This business includes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestry operations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays and similar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver of visitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction with visitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the area Geeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead the Forestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centre have shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for the township and all tourism and visitor activities the region has to offer
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 19
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatly interested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to be regularly involved Even the Geeveston Records and Historical Society are rarely involved in the site to organize events or to manage the presentation layout for the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalk tickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from this activity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas Some observations include
The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy the place
The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural advice to plan for
contemporary commercial and community use
The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access and to
appreciate the surrounding offering of main street Geeveston
There is ample parking adjacent to the building that already services commercial and private road users
The building is within close proximity to Heritage Park that currently has a master plan under development
The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to other sites
of this type
Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great potential for
refitting for multipurpose use
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 20
National and International Perspectives
Global Adaptive Reuse Project Case Studies
The following case studies have been gathered from across global markets and showcase some significant adaptive reuse projects Although these international examples are of an industrial scale they provide lsquofood for thoughtrsquo and inspiration
Battersea Power Station England
Images Battersea Power Station and Keith Evans
Easily one of the most recognised landmarks on the banks of the River Thames in London Battersea Power Station has been lying abandoned for decades Like the old power station just around the bend of the river ndash the Tate Modern ndash there have been calls to pull down the dilapidated structure for a number of reasons Some said that due to its size it would be too expensive to redevelop others claimed that the elements had given it such a bettering over the years that it had become relatively unsound Now after numerous failed attempts to revive the building and immediate area plans for one of the biggest redevelopments the south bank of London is yet to see are afoot and they certainly look impressive Proposed by Dublin-based Treasury Holdings the new design will see a mainly industrial area of London go green which is what the potentially lucrative Nine Elms area around Battersea has been crying out for The new pound55bn scheme includes plans for 3700 homes built alongside offices shops and restaurants on the 40-acre site The famous chimneys are to be restored to their former glory and the landmark building will house a conference centre among other things The new plans will also offer uninterrupted views of the Palace of Westminster on the opposite banks one of the stipulations of the new development and the reason Treasury Holdings earlier plans which included a huge lsquoeco-domersquo (pictured above) were rebuked
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 21
Sewage Silos Netherlands
Images Arons en Gelauff
Early in 2009 Amsterdam city planning ran a competition for an adaptive reuse project concerning a former sewage treatment plant in the Zeeburg district of the city The winning design was a proposal for a multifunctional cultural centre which would house exhibition spaces a media centre movie theatre and theatre hall crowned by a rooftop restaurant in one silo and an open rooftop playground in the other
The winning plan was inspired by Hollandrsquos most popular childrenrsquos book author the late Annie MG Schmidt hence the playfulness of the design Arons en Gelauff architects involved in the project said the main aim was to ldquobreathe new life into the silos transforming them into an inspiring and lively place which will help shape the character of the new Zeeburgereiland housing districtrdquo The Annie MG Schmidt House is marked for completion in 2011
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 22
Gasometer City Vienna
Images Andreas Poeschek and via Dornob
One of the most successful residential reuse projects is Gasometer City in Vienna Austria Four immense disused gasometers were successfully revamped in the late lsquo90s and have since become infamous in the world of adaptive reuse
Built in 1896 when Viennese authorities decided to invest in large-scale coal gas and electricity supplies the gas plant serviced the locale and beyond for a good 88 years until it was shut down permanently in 1984 after natural gas supplies took over Although life in the cylinders didnrsquot completely disappear raves were hosted from time to time popular because of the acoustics inside the drums and one housed a set for the movie James Bond The Living Daylights Then in 1995 the decision was made to revitalize the gas plant
With the proviso that the brick exterior of the gasometers was to be kept intact each gasometer was remodelled by a particular architect Jean Nouvel (Gasometer A) Coop Himmelblau (Gasometer B) Manfred Wehdorn (Gasometer C) and Wilhelm Holzbauer (Gasometer D) all four with specific zones for living working and entertainment The result produced a vast walled city within a city The unique redevelopment has since become a sought after place to live with a close-knit inner community and is looked upon as a very successful example of adaptive reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 23
Tate Modern London
Images Walk Talk Tours Jim Linwood Bleuchoi Andrew Dunkley and The First Word
Reaching high into Londonrsquos skyline is the Tate Modern a magnificent old oil-fired power station which now houses an international collection of contemporary art dating from 1900 onwards It has become the most visited tourist attraction in London surpassing even the National Gallery and the British Museum and the most visited modern art museum in the world
Designed by Sir Giles Gilbert Scott who incidentally also designed Battersea Power Station and one of Britainrsquos other iconic symbols ndash the red telephone box the original Bankside Power Station was built in two stages from 1947 to 1963 finally turning off the pumps in 1981 For a long time the building was under the beady eye of developers who were quick to mark it for demolition but after impassioned pleas by campaigners to save the building were heard a competition for redevelopment ensued and at the beginning of 1995 Swedish architects Herzog and de Meuron won the battle to build Londonrsquos next big thing
The gallery opened to much acclaim in 2000 and has attracted more than 30 million visitors since Its success is partly due to its situation on the banks of the Thames but also because of the use of space within the building The main Turbine Hall a huge space of 3400 square metres that once housed the main electricity generators was fortunately left in its original form providing a vast gallery for art installations that often require public interaction and appreciation of the space It is this space and its ability to be so successfully transformed time and time again that has changed peoplersquos perceptions of art which is no doubt so much more than the architects were hoping for in their redesign
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 24
Water Plant Berlin
Images via One Eight Nine
When two artist friends Michael Elmgreen and Ingar Dragset decided to set up a livework space they didnrsquot bargain on getting such a good deal For just US$700000 the DanishNorwegian pair purchased a disused water pumping station in suburb very close to Berlin City Centre The building had been left empty since the early 1990s with few interested buyers as it was located in the middle of a residential district ndash no longer right for industrial use and too awkward to be tackled by some developers ndash so Elmgreen and Dragset jumped at the chance to work their magic on the generous space
The artistic partners who have exhibited around the world enlisted the services of two young architects Nils Wenk and Jan Wiese to help transform the pump house into an artistrsquos workspace and home It was important they applied concepts from their art into the redesign and a love of spatial challenges saw them breaking down more walls than were built
ldquoWe deliberately made the borders between the work and living spaces fleetingrdquo Ingar Dragset told the New York Times ldquoThe combination of vast floor space and the small quirky nooks means you can be very hidden here or very exposed depending on your moods or needsrdquo
Even after getting happy with a sledgehammer the old water pumping station now accommodates two separate private areas for the artists a generous kitchen four bathrooms an attic living room and some of the most spectacular light-filled living and working spaces
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 25
Cafeacute Restaurant Amsterdam
Images Wili_hybrid and Cafe Restaurant Amsterdam
Housed in a former water-processing plant Cafe Restaurant Amsterdam is one of the cityrsquos chicest eateries Dating back to the late 1800s the building is left mostly intact with the main pumps proudly on display in the main part of the restaurant The large space is lit with huge floodlights in the evenings reclaimed from the former Ajax and Olympic football stadiums in the city The interior may look crude to some but to other it offers a unique dining experience and will always provide a talking point when therersquos a lull in the conversation
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 26
CasaComvert Milan
Images Giuliano Berarducci and studiometrico
A number of years ago clothing design company Comvert asked Milan-based interior architects Studiometrico to find a new HQ for their growing company that would fit a very particular brief Comvert ndash a company founded by four skater friends in 1994 design produce and distribute snowboards clothing and accessories for both skate and snow boarders under the brand name bastard ndash wanted their new space to house their flagship shopfront a design studio office warehouse and a useable skate bowl all within the one building And in spring 2005 Studiometrico came up trumps they had found an old 1950rsquos cinema big enough to fulfil all Comvertrsquos needs
Studiometrico retained as much character of the old building as possible in fact the foyer which is now the administration centre of the building looks relatively untouched while the dress circle has been converted to an amazing design studio and office space providing the perfect creative working area But it is the suspended skate bowl that makes the refit so successful Hanging six metres about the warehouse space the skate bowl affectionately known as bastard bowl fills what was once the void above the seating area in the cinema and is the main pride and joy of the Comvert partners who must have to pinch themselves when they go to work every morning ndash if only everyone was so lucky
Source httpwwwarchi-ninjacomexcellent-examples-of-adaptive-reuse
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 27
Australian Town Hall Redevelopment Project Case Studies
The following examples of adaptive reuse of public town halls and civic buildings within Australia are of a smaller scale and are a much more direct comparison to the Geeveston Town Hall situation Although many of these are larger buildings and in larger population centers the historic use and new use opportunities are similar The desk research process has uncovered summary information and we have held an interview with the most relevant project (Murray Bridge Town Hall South Australia)
Ballarat Civic Hall Redevelopment ndash City of Ballarat Victoria
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 28
In 2012 SGS Economics amp Planning were commissioned by the City of Ballarat to explore options for reuse or redevelopment of the existing structure of the Civic Hall as a performing arts andor function venue and detail a shortlist of preferred options This could extend to options that involve partial demolition alterations or additions to the building
The full suite of uses of the Ballarat Civic Hall as a performing arts or function venue was scoped through discussion with the City of Ballarat and included
Performing Arts Uses Function Uses
TheatrePlayhouse
OperaticBallet Theatre
Multipurpose Performing Arts Venue
Secondary Education Performing Arts
Tertiary Education Performing Arts
Performing Arts Training Facility
Exhibition Venue
Conference Venue
Reception Centre
Nightclub
Live Music Venue
Dance Hall
Offsite School Function Facility
Cinema
Two other uses were identified for the site
University Student Accommodation
Visitor Information Centre (VIC)
Each potential use identified was analysed against demand and supply with reference to demographic and visitors data If there appeared to be insufficient demand to support an activity even as part of a shared facility at the Civic Hall it was eliminated from the process
The following uses of the Civic Hall appeared to be supported by demand and were largely compliant with Council policies for the use of publically owned and administered spaces
A multipurpose venue that accommodates medium to large exhibitions (ideally 1000 ndash 2000 square metres) and performing arts classes training and
performing arts company administration offices (This could theoretically be achieved with the use of moveable partition doors to create divisible spaces for
exhibitions and performing arts spaces)
A mid-size (greater than 300 and less than 3000 patrons) indoor live music venue
A range of financial modelling and social impact assessment was undertaken on the two preferred options
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 29
Societal cost benefit analysis demonstrated that the multipurpose venue option would not provide sufficient community benefits to outweigh the cost of redeveloping and operating the Civic Hall Financial analysis showed that income from the various uses of the site as a multipurpose venue would be insufficient to offset the publically incurred cost of operating the facility for this purpose
Societal cost benefit analysis demonstrated that the live music venue option provided significant user benefits to live music event attendees and increased the offering of live music performances (across a variety of genre) in Ballarat However a live music venue would result in a weak positive cash flow during the operating phase with a failure to pay back the initial investment
Source httpwwwballaratvicgovaumedia1867737ballarat_civic_hall_reuse_redevelopment_final_reportpdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 30
Bay Discovery Centre amp Glenelg Town Hall Service Review ndash City of Holdfast Bay South Australia
In February 2008 Hudson Howells was engaged by the City of Holdfast Bay to undertake a review of the Bay Discovery Centre (BDC) as a community and visitor service and evaluate the current and future commercial tenancy options for the Glenelg Town Hall (GTH) building as a whole with the goal of making the BDC and the GTH building generally more financially viable for Council
It is noted that the City of Holdfast Bayrsquos Economic Development Strategy has three key objectives
Tourism
Shopping amp activity precincts and
Business development and employment generation
The question is whether the GTH is the right location for the BDC and whether the GTH could be put to an alternative use that would generate a better community benefit
A stakeholder workshop identified the high priority space usage and tenancy options for the BDC and GTH generally as
Tourist visitor information centre
Combined library Internet history centre Council customer service centre with cafeacute coffee shop
Museum of South Australia
Gift shop ndash merchandising souvenirs
Glenelg Town Hall
The GTH is in an outstanding location but the design of the building its faccedilade and its heritage listing conspire to severely limit its commercial appeal
Council has the BDC as a tenant but it is questionable whether this is the optimum location for a museum interpretive centre
The building lacks lsquostreet presencersquo and this is likely to be an ongoing problem given its state heritage listing
This attribute makes the building unattractive to potential retail and hospitality tenants but might not be such a problem for the professional business services
sector This makes attracting additional tenants problematic
The faccedilade of the GTH is dull and uninviting and the Moseley Square entry foyer is not overly welcoming
Parts of the GTH are in disrepair and a large amount of space is under-utilised
Given its location a significantly refurbished GTH site could generate the following income
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 31
Retail space $700 - $800 per square metre per annum
Restaurant space $300 - $500 per square metre per annum
Office space (new) $300 per square metre per annum
o In its current state the GTH might generate in the order of $100 per square metre per annum as office space
Other possible options identified for the Glenelg Town Hall include
Boutique hotel
Grannypackers lodge
Function conference centre with or without a hospitality training school
If the GTH was converted into a hotel lodge or function centre what would become of the BDC
Bay Discovery Centre
The BDC has recorded significant visitor growth over recent years
The BDC plays a major role in entertaining informing and educating not just the Holdfast Bay community but also national and international visitors
The BDC has relatedly high running costs
The BDC has little visual street presence ndash potential visitors typically need to be lsquoalertedrsquo to discover it
The BDC has little in the way of neighbouring establishments that are likely to draw foot traffic
The display space lacks flexibility and is constrained by limited floor space
The gallery space is on the mezzanine floor
The BDC is located away from other Council services notably the history centre the libraries and the customer service centre
There was strong support at the stakeholder workshop for a lsquoone stop shoprsquo that would include a customer service centre history centre library internet cafeacute community centre museum and visitor information centre In addition a volunteer training centre could be considered for inclusion
Conclusions
There are opportunities for the BDC and GTH to become revenue neutral
There is a broader strategic issue which needs to be addressed by Council and that is one of potentially consolidating a range of Council services into a lsquoone stop
shoprsquo
The GTH is currently under-utilised but has the potential to be adapted to more suitable economically viable uses such as a boutique hotel grannypackers
lodge or function conference centre with or without a hospitality training school
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 32
The Visitor Information Centre incorporating a gift shop currently operated by the Dolphin Cage could form part of the BDC and contribute in the order of
$90000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to introduce an entry fee which could contribute in excess of $100000 per annum to offset the BDCrsquos operating costs
The BDC has the potential to increase revenue from school groups and bus tours to offset the BDCrsquos operating costs
Stage 2 of this project will comprise a Key Issues Paper and Recommendations specifically addressing issues critical to the BDC and the GTH becoming revenue
neutral Council operations
Source httpswwwholdfastsagovauwebdataresourcesminutesAgendas294_-_Attachment_3a_-_240608pdf
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 33
Gawler Connect ndash Town of Gawler South Australia
Gawler Connect is an exciting new proposed infrastructure project aiming to rejuvenate Gawlerrsquos Town Hall Institute and Main Street into an Arts Cultural and Community Hub The population of Gawler is predicted to double to 40000 in 10-15 years and there will be an increasing demand on civic and community services
The proposed project will create a lsquoSmartrsquo Library Youth Lounge amp Multimedia Performance Space Cultural Heritage Gallery and Heritage Research Centre Community Arts Space a new National Broadband Network Co Office and Business Incubator Center as well as a street front Tourism and Visitor Centre and Cafeacute with multipurpose spaces available for community use
Gawler Connect will create a vibrant regional Cultural Hub ndash bringing people together in a safe and freely accessible space that inspires all generations through the provision of a range of state-of-the-art spaces and services with an arts and cultural focus The inclusion of a new Tourism and Visitor Centre and Cafeacute co-located with an interpretive heritage gallery fronting the main street will create a vibrant focus and have a flow on effect in attracting visitors and new investment into cultural tourism and the region
Key features
A lsquoSmartrsquo interactive Library with state-of-the-art IT facilities
A National Broadband Digital Services Centre
Digital Media Arts amp Cultural Performance Spaces
Cultural Heritage Exhibition Gallery
A Multi-media Youth Lounge
Heritage Research Centre
Business Incubator Program
Tourism amp Visitor Centre
Cafeacute
Council Customer Service Desk
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 34
Benefits to the community amp region
A major infrastructure project creating local job opportunities
Restoration conservation and adaptive re-use of two State heritage-listed buildings
Significant art heritage and cultural collections on display
Provide space and support for local and regional performing artists
Revitalisation of Gawler Main Street precinct
The project timeline is proposed from October 2013 to December 2016
Council-managed cash contributions for the overall project of about $25 million are proposed (this is in addition to the other allowable Council matching contributions) Council is proposing to raise about 60 of the additional $25 million from a range of potential partners including regional corporate businesses businesses involved in major developments in the region tertiary institutions the State Government and a Community Fund
Source httpwwwgawlersagovaupageaspxu=737
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 35
Murray Bridge Town Hall Cultural Precinct Study ndash The Rural City of Murray Bridge South Australia
Images from Grieve Gillet httpwwwgrievegillettcomaumurray-bridge-town-hallc1n3l
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 36
In 2008 Grieve Gillett was engaged by The Rural City of Murray Bridge to provide a Feasibility Study for the re-development of the Town Hall ndash a significant community asset The Council wishes to develop the Town Hall into a multi-purpose complex of excellence catering to the arearsquos diverse range of community groups residents and visitors
The study looked at options for transforming the building into a multi-purpose lsquoCultural and Performing Arts Centrersquo along with associated works to redevelop the street area on Sixth Street
To complete the Feasibility Study Grieve Gillett carried out the following
Preparation of floor plans of the existing building
Review of the current capacity of the building structure in line with Councilrsquos reports from consultantrsquos relating to the condition assessment defect audits and
structural assessments
Assess and identify user needs and any potential user gaps of the Town Hall facility
Determination of desired usage and development scenarios
Preparation of concept designs that will cater for proposed future uses
Preparation of the estimate of costs of proposed alterations to the building
Options to re-develop Sixth Street between Bridge Street and Fifth Street into a pedestrian-friendly precinct in conjunction with the Town Hall Re-
development Specifically Council requested an exploration of
o Mall with no vehicular movement
o One way road and widened footpaths
o Shared Zone
Presentations of proposals to Council and the Town Hall Project Management Group
Option 1
This option reclaims part of Sixth Street and extends the building to the full extent of the existing pavement line Sixth Street itself becomes one way with traffic travelling in a westerly direction The building opens out onto a plaza area providing additional foyer space suitable for alfresco dining A wide footpath runs alongside following the slope of the land whilst a new ramp is provided at the west end of the building to provide access for people with disabilities at that end
A small through-lift is provided in the north-east corner of the building adjacent to the north-east entry to allow disabled access to the first floor This allows the first floor area to be potentially leased out providing the Council with rental income
A small commercial kitchen is also located in the north-east corner
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 37
In the Hall itself the performance space has been relocated in front of the proscenium arch The stage itself has been removed and the space reutilised as storage areas and an access change room Retractable tiered seating is installed in the space within a partition wall that also forms the theatre lobby
On either side there are stairs to the gallery floor level providing additional seating and the control room
The roof over the new foyer in Option 1 has a 29deg pitch with the roof meeting the existing south stone wall above the existing first floor window line (refer to drawing 07027-SK-05 Long skylights are provided at regular intervals to allow an abundance of natural light
Option 2
Option 2 follows the same plan arrangement as Option 1 but the proposed foyer area is enclosed in a 2-storey high glazed Foyer with solid corners (refer to drawing 07027-SK-06) Our Cost consultant has advised that Option 2 will cost in the order of $560000 more than Option 1
Major Considerations for the Study
Carparking ndash Aim of increasing the general pedestrian amenity of the precinct without reducing the number of car parking spaces that currently exist
Traffic ndash Consideration of a mall with no vehicular movement a one way road with widened footpaths and a shared zone
Pedestrian Mall ndash The advantages of creating a pedestrian Mall would be far outweighed by the disadvantages of loss of car spaces loss of through access and management of delivery and emergency vehicles
Shared Zone ndash A shared zone results in a compromised pedestrian zone and a compromised vehicular solution A one-way solution will improve pedestrian amenity while maintaining good vehicular access and retain on-street parking
Cost Estimate
Total cost including associated fees (ex GST) = $5929000
Potential Income
The upgraded The Town Hall will have a range of facilities that will be capable of generating income
First Floor Offices - 195 square metres of office space for lease on the upper level This will be accessible direct from Bridge Street with its own street address
Current commercial rentals in Murray Bridge suggest that a gross annual rent in the order of $3500000 could be expected
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 38
Other income generation opportunities include
Cafeacute
Kitchen (either linked to the cafeacute or as a separate entity for catering opportunities)
Auditorium and Foyers (community functions weddings conferences corporate training
Source httpwwwmurraybridgesagovauwebdataresourcesfilesgrieve_gillet_reportpdf
Notes from Interview with Murray Bridge Town Hall Project
Summit Strategy conducted a phone interview with Faith Box Team Leader Community Development at the Rural City of Murray Bridge in South Australia to gain further information and insights into the redevelopment of the Murray Bridge Town Hall
The project commenced in 2003 and six years of Council planning took place before the Town Hall redevelopment commenced
Some local art groups took residence in the largely unused Town Hall building and developed a small art gallery ndash the visual art concept for the building grew
from this
A project management team was established and made up of elected members Council staff community stakeholders project architect and local builder
Membership changed over time as the project progressed
It was noted that the architect needed to have extensive theatre design experience
It was never intended for the building to be self-sustaining Council was aware that it would need to subsidise the operation of the building
Murray Bridge has a population of around 29000
Primary Uses The redevelopment was staged as follows
1st Stage
Murray Bridge Regional Art Gallery Premium art space which became a visual arts hub First stage showed the community the potential the building could have
2nd Stage
$750000 renovation ($500000 from Country Arts) Sculpture Court Shared space
3rd Stage
$4M redevelopment of rest of building
Auditorium ndash state of the art AV lighting seating etc
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 39
Workshop spaces for visual arts
Storage spaces
Green rooms meeting rooms conference spaces
Office space ndash for some Council staff
Foyers
Kitchen
Dressing rooms
Amenities
Options for Sixth St
Options for Sixth Street are currently under community consultation
Sixth Street is in the centre of town
Strong willed business stakeholders are worried about losing parking outside their businesses
Council plan to continually upgrade the street to become a shared space but as a gradual process
Governance amp Income
Managed by Council ndash wages maintenance etc
Some formal arrangements ie one community group gets free use of spaces in return for running gallery shop
Some bookings are charged to user exhibitor but most exhibitions are sourced and paid by Council
No charge to consumers for gallery viewing
The cost to Council per annum is significant
Building could never be completely self-sustaining ndash performing arts could be but visual arts cannot
Challenges
Heritage listed building in centre of town
Ingrained in community ndash didnrsquot want to see building knocked down
Strong willed stakeholders ndash including business owners in Sixth Street
Potential loss of parking in Sixth St
Not self-sustaining
Long planning process
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 40
Stage One Stakeholder Engagement
Stakeholder Meetings
Andrew Towns from Summit Strategy has had conversations with a range of community and industry stakeholders in relation to this project These include
Huon Valley Council Councillors
Huon Valley Council Officers
Foresty Tasmania
Tahune Airwalk
GeCo
Geeveston Archives and History Society
Hastings Caves amp Thermal Springs
Destination Southern Tasmania
Makers on Church Street
Southern Furniture Design Centre
Harcourts Real Estate Huonville
Bendigo Bank
Masaaki Koyama
Cassey Faux
Amy Robertson
Leanne McKinnon
Henrietta Manning
Stakeholder Workshop
A stakeholder workshop was held on Wednesday 13th May 2015 at the Geeveston Town Hall The purpose of the workshop was to meet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building including
The importance of the Town Hall to the community living in Geeveston and the visitors to the area
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 41
The role of the building in the mix of retail and tourism service offerings within the township and
Opportunities for development of the building
The workshop provided Summit Strategy with a list of community driven overarching objectives and goals that the building should aspire to as well as a range of ideas for the future use of the building This input has been utilised in developing the ldquoVision and Objectivesrdquo section below and the potential future uses for the building
Objectives Identified by Community Stakeholders
From stakeholder discussions to date a number of key issues have been identified that are the drivers of value and sustainability for the Geeveston community
It is important to recognize that there are many community and business groups who will be affected by the performance of the Town Hall and it is thought that the building and its future use will have a direct impact on many facets of the life of people in and surrounding the township and the Huon Valley Region
The objectives recommended below have been distilled from various community input and detailed discussion with Huon Valley Council The stakeholder workshop held on the 13th May 2015 elicited the following overarching objectives and goals that the building should aspire to
The question was asked ldquoWhat are some valid objectives for the site or put another way what should our Town Hall be a part of achieving for the placerdquo
Objective Goal Classification
1 Be owned and run by the community ndash direct involvement Eg Community Board of Management
Governance
2 Be a driver for visitation to Geeveston ndash including overnight visitation To encourage a longer length of stay
Economy ndash Tourism
3 Boost the local economy Economy
4 Be an attraction in its own right separate to the Tahune Airwalk Economy - Tourism
5 To strive to be world class Community
6 Reflect the heritage of the area Have links to current amp future development initiatives for the area ie bike track Heritage Park existing retail
Economy ndash Tourism Community
7 Integration of offerings within the area ndash be a connector Community Economy
8 Be respect the culture history and heritage of the area Historical society to be linked to centre but not placed in the centre
Economy - Tourism
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 42
Tell our stories from past current and future Communicate where wersquore going
9 Attract creative industries to the area Economy Community
10 Contribute to the economic and community wellbeing of the local area and region ndash direct benefits Economy
11 Ongoing financial sustainability Operational Sustainability
12 Maximizing the availability of community capital for cost effective resourcing ndash volunteers sponsorship Operational Community
13 Bringing the community together ndash to develop a sense of community pride and ownership Community
14 Inspire and educate our children Community
15 To connect our community and town to the region and to the world Utilise technology to achieve this Internet access for visitors
Economy ndash Tourism
16 Exploit market opportunities that create new offerings and investment Economy
17 Encourage confidence for investment To achieve relevance distinctiveness motivating ndash is our identity right
Economy
18 To be vibrant dynamic and contemporary ndash not a museum Re-think museum
Community
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 43
Potential Uses Identified by Community Stakeholders
The stakeholder workshop identified the potential future use ideas
Gallery space for world-class exhibitions
Flexible events space and linkage to existing events
Agritourism experiences
Food amp beverage offerings o Seafood aquaculture o Fruit ndash apples cherries o Ciders amp wines o Local food hub ndash provedore o Linkage to farmers market
Art amp craft offerings
Timber history heritage and current offerings
Contemporary interpretation of history amp heritage
Access point for National Parks World Heritage Areas
Linkages to waterways
Tourism o Visitor precinct hub o Visitor information centre o Tourism operators o Linkage to Tahune Airwalk amp Hastings Caves
Accommodation
Small business
Restaurant cafeacute
Meeting conference training amp event space
Linkage with external experiences o Heritage Park o Bike track o Geeveston main street ndash pedestrian mall
Township streetscape theme o Heritage of area o Interpretation o Experiences
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 44
Geeveston Town Hall SWOT Analysis
Strengths
Ideal location in centre of township and on the main street
Ample parking adjacent to the building
Close proximity to Heritage Park
Significant and flexible floor space
The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
Highly interested and committed local resident and business community
There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
Existing banking tenant is stable and critical to the function of the town
The building has a long history of supporting tourism history culture and heritage
The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
The building is structurally stable maintainable and low cost in its current form
Weaknesses
In its current format the building does not encourage visitors to stay and enjoy the place
The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main street
Geeveston
The floor space is currently grossly underutilized
The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and businesses in the
area
The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
A very low level of local community engagement and use even though there is a high desire to do so
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 45
Opportunities
Refocus the buildings purpose on engaging visitors and representing its region
Integration of industries through a multi-purpose occupancy model
To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
To position Geeveston via the Town Hall as the gateway to the southwest
To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
To encourage connections to other surrounding townships and attractions
To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through communication of
clear intent and design
To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community groups
volunteer groups)
Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
To encourage investment and employment through the attraction of new business players and industry spending
Threats
Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
Availability of capital funding to redesign the buildingrsquos purpose
Inaction will cause a rapid and continual degradation of the tourism economy for the region
A lack of confidence in the region will constrain further tourism industry growth
The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more important
economically
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 46
Situational Summary
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate community and economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competing priorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses that have far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the site into the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industries within the region to maximize tourism experiences and promote the Huon Valley brand
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the township itself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or a lack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players but it will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse The section following focuses on that task and sets down the development concepts that we believe can be successful with a focus on both the short term requirements and the longer term vision for the township
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 47
Vision amp Objectives
Recommended Vision amp Intent for Geeveston Town Hall
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a community asset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history its natural competitive strengths and inspires a future of collaboration and industry diversity
Recommended Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community To tell our stories amp respect our history
To connect people with each other
To respect the culture history amp heritage of the area
To contribute to community wellbeing of the local area and region
Economy amp Industry To connect our town to the region and the world
To encourage new industries
To encourage employment amp confidence for investment
To offer our visitors great experiences
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
Operational To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
Governance To achieve continuous and stable governance
To achieve ongoing financial sustainability
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 48
Development Strategy Options
In defining an acceptable strategy for development of the Town Hall and also one that has financial feasibility it is important to consider the medium to longer term demand that will be placed on the performance of the building from different sectors of the Geeveston and Huon Valley regional economy
With the downturn in the forestry sector and the unlikely rapid rejuvenation of the sector this cannot be a priority industry to service The forestry industry is a strong theme from the past however and there is significant heritage value in telling that story about the region and one that will be of interest to visitors if told in a compelling and engaging way
The recognised natural advantages that the region holds in wilderness waterways and environment present significant opportunities for the development and growth of the tourism industry into the future This industry is in a relatively early stage of product and experience development and the supply of accommodation hospitality and tourism support services is lower than existing demand requires In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity of attractions and support services (ie accommodation) Geeveston and the more southern region to it is well noted as a ldquoday triprdquo destination from Hobart or Huonville
It is critical that the Geeveston area offers accommodation hospitality social space and additional retail opportunities to visitors into the future The key question is ldquoWhat will be the driver of change to encourage investmentrdquo There must be a catalyst or even a series of them that are integrated that offer private enterprise the confidence to establish operations in the area
Can the Geeveston Town Hall be one of these catalysts to change of the local economy Our argument is that is can be but only for certain purposes of use
It can be a driver of change and development for the following
1 Tourism promotion and visitor information services
2 Vibrant and engaging creative industries (including story-telling and museum)
3 Social and community events of significance
4 Integration and collaboration of industries
Uses that are not appropriate in our view are as follows
Use Reasoning
Manufacturing Significant goods in goods out operations may be highly counterproductive for tourism operations and the linkage to car parking services Additionally materials manufacturing is likely to produce waste that is unsuitable for other uses
Office space (excepting primary purpose office requirements)
Office space is in low demand and is low value and is likely to restrict the volume of use for other purposes that are more important
Accommodation The site will never support the special requirements necessary to develop substantial
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 49
accommodation facilities and is not able to be adjusted easily into the future leaving the site wholly focused on one primary activity
Wholly government funded operations (ie library radio station health offices)
Due to the volatility of government occupancies and the cyclical nature of centralisation and decentralisation government agencies are often a disruptive tenancy for this specific building type Additionally the building is best focused on encouraging private commercial and community enterprise economic development
This feasibility whilst recognising the potentials must also account for the gaps in supply and economic activity
Proposed Scope of Use
It is proposed that the building be set up for the primary purposes of tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts and cultural experiences
Economic growth for Geeveston
Visitor Information
Centre
Museum interpretation
centre
Integrated tourism
operations
Seafood experience
centre
Hospitality
(retail)
Community Events
Arts amp culture
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 50
Primary Options for Development and Use
The following table outlines a variety of purposes that we believe are valid for the Geeveston Town Hall however the special characteristics and use detail needs to be further developed in conjunction with the project architect Preston Lane
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
History amp Heritage Museum interpretation center operator
Historical displays and artefacts managed by the community and Geeveston Archives and Historical Society
Moderate at 20 of the site
Funded via visitor donation subsidised by Council (granted use of public assets or donations)
Low impact
Hospitality (Retail) Cafe
Restaurant
Commercial kitchen
Cafeacute and or restaurant with commercial kitchen for community use
Significant at around 20 of the site
Commercial rates for rented area
Potentially significant dependent on design However mechanical engineering likely to be the greatest cost Commercial kitchen is the largest impact
Community Events Flexible space Flexible space available for rental for use by community groups local artisans and commercial operators
Moderate at around 25 of the site
Sessional rates subject to operator approval
Due to the need to be flexible this space is likely to be low cost but will need to be highly durable due to traffic demands
Gallery and exhibition space
Flexible gallery and exhibition space for interactive displays presentations and curated exhibitions
Commercial rates for rented area
Should have a moderate impact if appropriately designed and fitted
Tourism Visitor Information Base for a satellite visitor Minimal at around 10 Commercial rates for Low impact and low
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 51
Purpose Use Potential Occupant Use Detail Scale of Site Use Revenue Potential Building amp Capital Cost Impact
Centre information centre that focuses on Southwest accommodation experiences and attractions Offering retail local goods
of the site rented area cost
Integrated tourism operations
Collaboration of Southwest tourism experiences involving tour operators and guides adventure tourism and agritourism suppliers
Medium at around 10 of the site
Commercial rates for rented area
Likely to be delayed partly funded by building owner and finished by tenant
Seafood experience centre
Showcase of Tasmanian Salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Potential linkage with hospitality operator
Medium at around 10 of the site
Commercial rates for rented area
Potentially a significant cost due to the uniqueness of the experience and subject matter Potentially a long term attraction
Public amenities Public amenities with access from inside the building
Must include a lift to accommodation the elderly disabled and heavy goods
Minor at less than 5 of the site
Non-lettable area Moderate cost but requires significant works due to its current location and state
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 52
Stages of Development
The redevelopment of the Geeveston Town Hall can be broken into three key stages
Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
Stage Two ndash repurpose for the community and visitors
Stage Three ndash encourage service industry growth amp strategic linkages
Stage One ndash Reset the Base ndash prior to Summer 2015
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
To reinstate a Visitor Information Centre on site that also sells local handmade goods either as stock items or on consignment with strong linkages to the designers retailers
The TTIC must have the ability to represent the region in a compelling way there must be clear interpretation of the region
(lower floor)
Significant generator of visitation to Geeveston encouraging increased length of stay and spend
Prior to 201516 peak tourism season ie Spring 2015
Local handmade arts and crafts
Local markets and events
Community engagement
To include a flexible space that can satisfy community events for local and tourism purposes
(lower floor)
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage
Cultural and heritage To reset the museum component to the upper floor only and include a gallery space that could house exhibitions from local and Tasmanian artists
(upper floor)
Moderate refit impact however full implementation would result in a high impact
Staged development is warranted
Stage one would commence immediately ie prior to summer 2015
Full implementation by end 2016
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 53
Stage Two ndash Repurpose for Community and Increase Capacity ndash through to Dec 2016
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Rentable exhibition space for art and craft designers with potentially significant curated exhibitions into the future
Modest to low given the need to meet minimum standards and be a flexible exhibition space Security and environmental quality issues will be primary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural and heritage presentation of the region
ldquoRe-think museumrdquo
Significant on both space utilisation and required quality of fit out
Maximising artifacts and interpretation value
Long term design
Timing unknown at this stage
Community engagement Development of community enterprise taking a proactive hand in utilising the sitersquos flexible area encouraging creativity and connection
Low given that use is likely to be a mix of exhibitions events and meetings
Unknown at this stage dependent on architectural concept stage and how quickly the community enterprises can develop use activities
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercial kitchen that can also run community events
(lower floor)
Significant due to hospitality kitchen requirements and goods storage and inout facilities
Commencement as soon as practicable however operator identification will force a delay ndash Winter 2016 is the ideal development timing
Huon Valley Council Geeveston Town Hall Feasibility Study Page | 54
Stage 3 ndash Encourage Service Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding tourist attractions
Creating a tourism hub Potentially some integration of tourist services onsite Yet to be defined in greater detail
Post 2016 summer period
Creating connections with Heritage Park and its development
Some examples include bicycle hire storage of key rentable equipment music festival outdoor arts displays etc
Emerging linkages that are yet to have clarity
Unknown
Creating connection with surrounding townships
ie via bike track maps and presentations
Accommodation and stop over locations Services offered at regional locations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be the marshaling point for all visitors entering for experiences such as boating kayaking biking bush walking and wilderness visits This may require a range of facilities to accommodate
Unknown
Linkages to local industries Creating connections with the aquaculture industry
ie salmon experiences Massakirsquos Sushi alliance
Related to food tourism and food offerings Could be significant if a seafood experience centre is the concept eg aquarium and other features
Unknown
HUON VALLEY COUNCIL
Geeveston Town Hall
FINAL FOR
HUON VALLEY COUNCIL
Geeveston Town Hall ndash The Future
Business Plan
Prepared by
FINAL FOR HUON VALLEY COUNCIL MEETING
20TH August 2015
The Future
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 2
Contents
Executive Summary 4
Geeveston Town Hall Situation 6
The Township of Geeveston 6
Geeveston Town Hall Context 7
Current Use and Use Issues 7
Assessment of the Town Hall Building 8
Geeveston Town Hall SWOT Analysis 9
Situational Summary amp Opportunities 11
Geeveston Town Hall ndash the future 12
Community Engagement ndash Stage One 12
Vision 12
Objectives 12
Scope of Use 13
Primary Options for Development amp Use 14
Design Concept 14
Community Engagement ndash Stage Two 15
QVMAG Comparison and Insights 22
Business Strategy 23
Core Business 23
Differentiation 23
Value Proposition 24
Product amp Experience Offering 25
Economic Impact 27
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 3
Implementation Planning 29
Staged Implementation Overview 29
Detailed Implementation Plan 33
The Business amp Financial Model 37
Business Model 37
Financial Model 38
Governance Model 41
SWOT Analysis 43
Risk Analysis 45
Appendix A 48
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 4
Executive Summary
This business plan has been generated within the context of planning for the future of the Geeveston Town Hall (GTH) within the Geeveston Town Hall ndashthe future project Of recent times it has become apparent that the current occupant of the GTH would exit the premises and Huon Valley Council (HVC)as building owner are seeking to identify feasible uses for the future that will benefit the economy of the region and maintain the building and maximisebenefit to the community into future
This project has considered the issues surrounding the economy of the area the previous uses of the building community engagement ideas and feedbackand examples from other parts of Australia and the world in circumstances where a historical public asset requires a new future
The uses most in keeping with the needs and opportunities for the region into the future are
1 Visitor Information Centre (VIC)
2 Museum
3 Commercial Gallery
4 Events
5 Hospitality services (cafeacute restaurant)
Architectural concepts have been developed demonstrating how the building could be renovated improving its utility for these purposes and alsoimproving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park and thetownship car park
These concepts have been offered for public consultation and the response from the public has in the main been positive Many residents and interestedstakeholders have rated the concepts highly when comparing them to the vision for the GTH There are issues to be dealt with and such items as publictoilets introducing competitive hospitality services within the town and capturing value from the regionrsquos tourism market have all been raised by thepublic These concerns are addressed in this plan and will be further addressed in future planning efforts in conjunction with HVC and key stakeholdergroups
It is proposed that the GTH be operated in future by an independent new company limited by guarantee (GTH Co) run by a community Board balancedwith representatives from the key stakeholder groups This organisation would contract with HVC for the head lease of the building and would operate thesite as agreed within that document The GTH Co would focus on the various offerings within the business plan and operate a not-for-profit business togenerate economic benefits for the town and the broader region
The redevelopment of the Geeveston Town Hall will take a staged approach and can be broken into three key development stages
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 5
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
Stage one involves the establishment of an operating entity for the GTH building the reinstatement of a Visitor Information Centre on site the redesign ofthe museum to the upper floor and the development of flexible space that can satisfy community events for local and tourism purposes and includes agallery space for community exhibitions
It is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in time for the peaktourism season
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
A critical success factor in the implementation of stages two and any other future development is the achievement of funding to execute the buildingcapital works This would involve grant funding and co-contribution funding
The financial operational forecasts demonstrate that with prudent management the building can be operated at a profit and can contribute rent to thebuilding owner The visitor centre is a significant operational unit which captures value from the available tourism market and positions the town as a keygateway to the far south The building operator will employ staff and contribute generally to the economy of the township as it will require products andservices to operate many of which will come from the local suppliers
There will be a requirement to fund the establishment of the new operating company and also the visitor centre This will need to be in the form of smallassets and also some operational cash flow to enable the commencement of operations HVC must be a leader in the establishment of these newoperations and should consider how they may be funded
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 6
Geeveston Town Hall Situation
The Township of Geeveston
The forest township of Geeveston is the gateway to the Great Southern Forests and home to the popular attraction the Tahune Airwalk
Total visitor numbers to the Tahune Airwalk have remained steady at around 70000 tickets sold per year for the past 3 years of which around 30 are soldthrough the Geeveston Forestry and Heritage Centre
There are estimates ranging from 40000 ndash 60000 people visiting the Geeveston Forestry and Heritage Centre on an annual basis to seek information aboutsurrounding attractions experiences eateries and accommodation As much as staff are helpful and offer personal recommendations visitors are unableto purchase or book anything other than tickets to the Tahune Airwalk and tourism art and craft merchandise The closest VIC is located at Huonville
Furthermore there is an undersupply of accommodation options for all segments of the market The number of visitor nights captured in Geeveston hassignificantly decreased over recent years as new accommodation has come online in both Huonville and Cygnet The room stock available in Geeveston isrelatively unchanged and there is opportunity to capture a larger share of visitor nights
There is also a gap in the supply of hospitality services for visitors There are currently three hospitality providers in Geeveston and it is noted that there isan inconsistency in business operating hours and the township services are limited after 4pm Particularly during daylight savings months there isopportunity to provide dinner offerings and to capture a higher share of visitor spend on food and beverage within Geeveston overall
As the ldquogatewayrdquo town to the far south Geeveston is centrally located for visitors to access a range of wilderness waterways and environmentally basedtourism experiences However there appears to be a significant gap in the supply of wilderness and agritourism attractions and experiences for visitors
There is a lack of dynamism and contemporary presentation for the history and heritage of the region Capital expenditure on the streetscape and the mainstreet buildings has been very minor with little change over many years The format of the current Geeveston Forestry and Heritage Centre displays is notcontemporary and is not managed to actively encourage re-visitation
Visitors to Geeveston are not inspired to stay and spend time as the current township facilities and amenities lack appeal and do not encourage a feeling ofcomfort and enjoyment
Geeveston has significant issues in relation to the township roadways and how they encourage visitors to enter the main street Signage traffic flow andtownship appeal are all important factors for the future in making Geeveston a more successful township and visitor experience
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 7
In short the township has not been capturing its natural share of economic value from tourism in the past due to the undersupply of diversity ofattractions and support services Geeveston and the ldquoFar Southrdquo are well noted as day trip destinations from Hobart or Huonville Geeveston needs toreposition itself as a lsquogatewayrsquo to the Far South to capture its fair share of market value
Geeveston Town Hall Context
The Geeveston Town Hall is located in the centre of Geevestonrsquos main street and is a focal point for the community and tourists
The Town Hall was formerly the municipal offices for the Esperance Council and has continued to provide a central focus for the community It operated asa visitor information centre and forestry interpretation centre through until March 2010 under the management of a not-for-profit community businessmodel
The Geeveston townsfolk consider the Town Hall as the heart of their community having a long term social investment in the building The centre has astrong volunteering history and is seen as a key economic driver for the town As the centre of the town it is strongly associated with community feelingsof well-being and attractiveness for tourists and investment
It is evident from the community and stakeholder engagement to date that there is a strong feeling and will from the community members that they wishto activate the Town Hall and create value not only for the community directly but also to create and promote good and services that visitors would see asvaluable There are a number of examples of community events and emerging collaborative initiatives that are indicators of the willingness for change
The Geeveston Town Hall is a public asset owned and maintained by the Huon Valley Council The Council will continue to act as a facilitator of communityand economic development and management of the asset for strategic value into the future But they do not wish to deficit fund the operations of thebuilding into the future Any future operations need to provide long term sustainability
Current Use and Use Issues
The Huon Valley Council owns the Geeveston Town Hall building and currently leases the area to Forestry Tasmania Forestry Tasmania does not intend tocontinue occupying the site
Forestry Tasmania has operated from the town hall building for the period since June 2010 under the name Forest amp Heritage Centre This businessincludes the sale of Tahune Airwalk tickets sale of merchandise an interpretive display of forest heritage educational displays in relation to forestryoperations community displays of heritage artefacts and displays of artworks and similar activities Historically it also included woodworking displays andsimilar activities
Current use of the site has been noted by stakeholders as not being of high enough significance and dynamism to enable the site to become a driver ofvisitation and community connection into the future More specifically the nature of the museum and gallery spaces are poorly aligned to the needs of
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 8
visitors and are not managed as an engaging and changing experience It has been noted by many that the current format of display and interaction withvisitors would not encourage repeat visitation
The primary purpose of visitation in the past has been to purchase Tahune Airwalk tickets and to connect with locals on what to do and see in the areaGeeveston is ideally placed as a stopping point to gather provisions directions and to organise experiences in the South West
Although the Town Hall was once the site of a Tourism Information Centre it has not officially operated in that capacity for some years Instead theForestry Tasmania staff perform this role in a non-official capacity The people working with Forestry Tasmania in the current Forest and Heritage Centrehave shared roles at the Tahune Airwalk and they are also locals living in the area They are highly qualified to be the most effective advocates for thetownship and all tourism and visitor activities the region has to offer
Locals and residents are not currently encouraged to visit the Town Hall as it does not provide any services or experiences that they would be greatlyinterested in Stakeholders interviewed report that they have a strong sense of ownership and attachment to the building but no real motivation to beregularly involved Even the Geeveston Records and History Society are rarely involved in the site to organise events or to manage the presentation layoutfor the heritage displays
For all intents and purposes as a tourism social and community asset the site is almost dormant The one saving activity is the sale of Tahune Airwalktickets and the promotion of other experiences whilst servicing these buyers But critically for the township there is very little value capture from thisactivity
Assessment of the Town Hall Building
The Town Hall as a facility is ideally positioned to play a significant role in the rejuvenation of Geeveston and surrounding areas
Some observations include
bull The Town Hall has always been a central point of visitation to the township but in its current format cannot encourage visitors to stay and enjoy
the place
bull The central main street location in the Geeveston township is ideal but the building faccedilade and its heritage architecture require architectural
advice to plan for contemporary commercial and community use
bull The building lacks lsquostreet appealrsquo and is perceived as a ldquoclosedrdquo building that has little linkage to the streetscape and is difficult for visitors to access
and to appreciate the surrounding offering of main street Geeveston
bull There is ample parking adjacent to the building that already services commercial and private road users
bull The building is within close proximity to Heritage Park that currently has a master plan under development
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 9
bull The building has a significant floor space that is grossly underutilised from a utility and a productivity perspective
bull The current gallery space on the mezzanine floor although holding a number of important artefacts is a very low quality gallery when compared to
other sites of this type
o Observation of the site indicates that it has significant acoustic issues if used for multiple purposes
bull The ldquoHallrdquo design of the building lends itself to modernisation and resetting without significant structural works
bull The building will require an engineering review prior to any development but our assessment is that it is a highly stable structure with great
potential for refitting for multipurpose use
Geeveston Town Hall SWOT Analysis
Strengths
bull Ideal location in centre of township and on the main street
bull Ample parking adjacent to the building
bull Close proximity to Heritage Park
bull Significant and flexible floor space
bull The lsquohallrsquo design of the building lends itself to modernisation and resetting without significant structural works
bull Highly interested and committed local resident and business community
bull There are number of commercial players who have demonstrated strong interest in co-location and or managing operations for the building
bull Existing banking tenant is stable and critical to the function of the town
bull The building has a long history of supporting tourism history culture and heritage
bull The building supports around 40-60000 visitors per year (based on discussion and estimates from data)
bull The building is structurally stable maintainable and low cost in its current form
Weaknesses
bull In its current format the building does not encourage visitors to stay and enjoy the place
bull The building lacks lsquostreet appealrsquo and is perceived as a lsquoclosedrsquo building
bull The building has little linkage to the streetscape and is therefore difficult for visitors to access and to appreciate the surrounding offering of main
street Geeveston
bull The floor space is currently grossly underutilized
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 10
bull The current gallery space on the mezzanine floor is of a very low quality when compared to other sites of this type
bull The existing model of a singular tenant focused on its own operations has seen a reduction in general benefit to the broader community and
businesses in the area
bull The building has some potential underlying ageing issues in its mechanical infrastructure ie electrical system
bull A very low level of local community engagement and use even though there is a high desire to do so
Opportunities
bull Refocus the buildings purpose on engaging visitors and representing its region
bull Integration of industries through a multi-purpose occupancy model
bull To reinvigorate the asset as a dynamic and contemporary building that the community can be proud of and that is in itself an attraction
bull A significant opportunity to redesign the floor space to accommodate multiple uses whilst at the same time providing for flexibility into the future
bull To position Geeveston via the Town Hall as the gateway to the southwest
bull To encourage an orientation of the building toward the key surrounding public infrastructure eg Heritage Park main street
bull To encourage connections to other surrounding townships and attractions
bull To encourage commercial operators to consider proposals to locate their businesses and integrate with others for mutual benefit through
communication of clear intent and design
bull To support community building and engagement within the building by creating flexible spaces that can be utilised by the community (community
groups volunteer groups)
bull Establishment of a commercial basis of investment and operation within the building that is not wholly government funded and subsidised
bull To encourage investment and employment through the attraction of new business players and industry spending
Threats
bull Diversity of community conflicts may cause a fragmentation of the concept for the building and negatively affect the outcome for all
bull Availability of capital funding to redesign the buildingrsquos purpose
bull Inaction will cause a rapid and continual degradation of the tourism economy for the region
bull A lack of confidence in the region will constrain further tourism industry growth
bull The Geeveston township may become a more difficult place to live thus forcing families and workers to locate elsewhere
bull If Geeveston doesnrsquot reinvigorate itself in part through more effective use of the Town Hall other townships will outperform it and become more
important economically
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 11
Situational Summary amp Opportunities
It is apparent that as a public asset Geeveston Town Hall has had a rich history albeit of recent times its operations have been inconsistent and disruptive
The asset is clearly one of great worth and holds great potential for the future In its current form the building does not provide adequate communityand economic benefit and in fact without development will not aid progress for Geeveston and the surrounding region
There is significant support for the Town Hall to play a key role as a driver of the regional economy into the future however there are many competingpriorities and ideas There are a small number of primary uses that have been identified that have great merit and a great many other minor uses thathave far less utility and sustainability It is evident that the community see a role for both commercial and community enterprise involvement at the siteinto the future however it is unclear as to the feasibility of the proportions of these until further planning is completed
The primary driver for the local region now and into the near future is the tourism industry that has potential to be allied with the stronger industrieswithin the region to maximize tourism experiences and promote the Huon Valley brand Tasmania has an ever-increasing reputation for quality and uniquefood It also has an increasing number of agritourism businesses offering visitors food and beverage and interpretive experiences The Geeveston TownHall is in the ideal region to link in with this significant trend
The township of Geeveston has not been capturing its natural share of economic value from tourism in the past due to the performance of the townshipitself an undersupply of diversity of attractions and a lack of tourism support services
Although the Town Hall is the centre of Geeveston itself and a critical asset for the local economy it is not the panacea for industry underperformance or alack of business vigor It is possible that Geeveston may well be a driver of confidence and greater integration of service providers and industry players butit will not in itself achieve that outcome ie there is other work to be done outside of the Town Hall to encourage economic progress
The Geeveston Town Hall has enormous potential as a public asset for adaptive reuse
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 12
Geeveston Town Hall ndash the future
Community Engagement ndash Stage One
Community consultation has been undertaken during this process in accordance with the Councilrsquos Community Engagement Framework Initially stage onecommunity engagement was undertaken with key stakeholders at a workshop held on Wednesday 13th May 2015 The purpose of the workshop was tomeet with project stakeholders to identify and discuss opportunities for the Geeveston Town Hall building Follow up discussions were also undertakenwith a range of community and industry stakeholders in relation to this project
The community engagement undertaken as part of stage one provided Summit Strategy with a list of community driven overarching objectives and goalsthat the building should aspire to as well as a range of ideas for the future use of the building This formed the basis for assessment for the feasibility studyand the input has been utilised in developing the following vision objectives and scope of use for the building
Vision
To regenerate the strategic purpose and use of the Geeveston Town Hall as a building of regional significance that will be sustainably run as a communityasset to create a balance of economic and community value that is sympathetic and respectful of the regionrsquos history and its natural competitivestrengths and inspires a future of collaboration and industry diversity
Objectives
The recommended objectives below are distilled from the feedback of stakeholders and have been agreed with Huon Valley Council
Perspective Objective
Community bull To tell our stories
bull To connect people with each other
bull To respect the culture history amp heritage of the area
bull To contribute to community wellbeing of the local area and region
Economy amp Industry bull To connect our town to the region and the world
bull To encourage new industries
bull To encourage employment amp confidence for investment
bull To offer our visitors great experiences
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
bull To be a driver for visitation to Geeveston a
Operational bull To be active engaging vibrant dynamic and contemporary
bull To be an attraction in its own right
bull To maximize the availability of community capital for cost effective resourcing
Governance bull To achieve continuous and stable governance
bull To achieve ongoing financial sustainability
Scope of Use
In order to achieve the communityrsquos vision and objectivesof tourism with services to promote the region making provision for high quality food and beverageand cultural experiences
Economicgrowth forGeeveston
VisitorInformation
Centre
Hospitality
(retail)
CommunityEvents
Arts amp Culture
To be a driver for visitation to Geeveston and connect visitors to surrounding offerings
To be active engaging vibrant dynamic and contemporary
To be an attraction in its own right
To maximize the availability of community capital for cost effective resourcing
To achieve continuous and stable governance
To achieve ongoing financial sustainability
vision and objectives for the Geeveston Town Hall it is proposed that the building be setof tourism with services to promote the region making provision for high quality food and beverage whilst supporting a rich mix of community events arts
Economicgrowth forGeeveston
Museum interpretation
centre
Integratedtourism
operations
Seafoodexperience
centre
Page | 13
nd connect visitors to surrounding offerings
be set up for the primary purposeswhilst supporting a rich mix of community events arts
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 14
Primary Options for Development amp Use
The following primary use options are valid and sustainable for the Geeveston Town Hall into the future The staging of this development is outlined infurther detail under the Implementation Planning section below
The preferred opportunities for initial development are as follows
bull A Visitor Information Centre that provides clear interpretation of the region focuses on selling and promoting Southwest accommodation
experiences and attractions acts as a gateway to the lsquoFar Southrsquo maximises the regions tourism economy and also sells local unique goods with
strong linkages to the creative industries of the region
bull A high quality flexible Gallery Exhibition Space to house exhibitions from local and Tasmanian artists and craft designers with potentially
significant curated exhibitions into the future
bull A fully modernised Museum for cultural and heritage presentation and interpretation of the region
bull A flexible Events Space that will satisfy community events for local and tourism purposes and encourage development of community enterprise
creativity and connection
bull A public lift and amenities with access from inside the building
Further development opportunities in future years include
bull A high quality Cafeacute andor Restaurant underpinned by a commercial kitchen that can also run community events and functions
bull Collaboration of Southwest Tourism Experiences involving tour operators and guides adventure tourism and agritourism suppliers
bull A Seafood Experience Centre to showcase Tasmanian salmon and shellfish based seafood that Tasmania operates as commercial fisheries
Design Concept
Project architects Preston Lane established concept drawings based on the primary options for development and use outlined above The specialcharacteristics and use detail take into consideration the communityrsquos vision and objectives for the future of the Geeveston Town Hall
The concept drawings form Appendix A to this report and demonstrate how the building could be renovated improving its utility for these purposes andalso improving the main street of the town including greater open public area surrounding the building on the main street connection to Heritage Park andthe township car park
The key elements of the design concept include
bull Maintaining the integrity of the existing building
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 15
bull Celebrating the interior spaces and heritage of the building
bull Improving the appeal of the building within the streetscape through the re-arrangement of traffic flow
bull Providing a more pedestrian scale along the building edges through the widening of the footpath
bull Creating access through the building and providing linkages between the building and external spaces and beyond (towards the park)
bull Providing greater interaction with the building through the form of the extended works (on the carpark side) and
bull Making the new works subtle yet iconic with reference to the past through materials used
Community Engagement ndash Stage Two
From 15th to 24th July Huon Valley Council undertook community engagement to seek feedback on the primary options for development and use of theGeeveston Town Hall
All Geeveston residents and businesses received a letter inviting them to provide feedback via an online survey available on the Councilrsquos website Thecommunity engagement was also advertised throughout the wider region Community members were informed about the process to date the vision andobjectives for the building and were provided with concept drawings The survey contained a mix of both quantitative (data collection) and qualitative(open comment) questions and aimed to gauge the overall community support for the proposal
In total 84 responses were received via the online survey with additional submissions received from community members regarding the concept designs
In summary the survey provided positive results in all the questions raised regarding the proposal Many residents and interested stakeholders have ratedthe use concepts highly when comparing them to the vision and objectives for the GTH
The positive response received from the community engagement process indicates that the community will use contribute to participate in and supportthe future uses of the GTH building thus helping the GTH to become an attraction in its own right connecting people with each other and encouragingemployment and confidence for investment
The online survey results are detailed below
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Quantitative Survey Results
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosiagree) 143 of respondents disagree (choosing 1 ndashscale of 1-5)
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosindash strongly disagree or 2 ndash disagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Page | 16
619 of respondents agree that the plan supports the vision and objectives for the future of the Geeveston Town Hall (choosi ng 4 ndash agree or 5 ndashstronglydisagree) 238 of respondents neither agree nor disagree (choosing 3 on the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4respondents disagree (choosing 1 ndash strongly disagree or 2
643 of respondents support the overall concept 131 of respondents do not support the o
631 of respondents agree that the preferred use opportunities were appropriate into the future (choosing 4 ndash agree or 5strongly disagree or 2 ndash disagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1
643 of respondents support the overall concept 131 of respondents do not support the o verall concept while 226 of respondents are unsure
Page | 17
agree or 5 ndashstrongly agree) 226 ofdisagree) 143 of respondents neither agree nor disagree (choosing 3 on the scale of 1 -5)
verall concept while 226 of respondents are unsure
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 18
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurethey were very supportive of the various uses within the building using the services themselves contributing andor participating in events at the site andtaking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Positive responses were received to how the community would see themselves engaging with the GTH building into the futurevarious uses within the building using the services themselves contributing andor participating in events at the site and
taking visitors to the site Many respondents envisaged paid and volunteer job opportunities within the GTH building
Page | 19
Positive responses were received to how the community would see themselves engaging with the GTH building into the future The public indicated thatvarious uses within the building using the services themselves contributing andor participating in events at the site and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
Demographic Information
Page | 20
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 21
Qualitative Survey Responses
Survey respondents were also invited to provide general comment regarding the proposal There are many comments that applaud the concepts and usesidentified Overall the results of the survey were very positive however it is noted that several areas of concern were raised which broadly cover five mainthemes
A copy of the written comments received via the online survey is included in the Summary of Survey Results report
Area of concern Summary of comments Proposed Response Action
Cafeacute commercialkitchen
Some concerns raised around the inclusionof a cafeacute due to competition in hospitality inthe township However respondents werenot necessarily opposed to a commercialkitchen or restaurant being available in thebuilding
It is noted that the proposed cafeacute restaurant commercial kitchen is not identifiedas part of the stage 1 implementation but will be considered as part of the nextstage of the project
Some respondents included verbatim comments asking for another cafeacute not to beallowed in the town These comments do not seem to have any other basis otherthan to constrain competition in favour of existing shop retailers in the township
This area of community concern is further addressed in the Economic Impact sectionbelow
Public toilets Some concerns raised around the locationand availability of public toilet facilities inGeeveston
The location of public toilets will be considered as part of future stages of projectimplementation
Currently visitors to Geeveston are not inspired to stay and spend time as thecurrent township facilities and amenities lack appeal and do not encourage a feelingof comfort and enjoyment
It is important that the location of public toilets be well considered as the businessplan aims to increase visitation to Geeveston and capture a greater share ofeconomic value from tourism Timing will also need to be considered in terms offuture stages of implementation and other developments being undertaken in thetownship
Traffic management car parking
Some concerns raised around the impact ontraffic flow from widening the footpath in
Traffic management considerations will form part of the planning in futureimplementation stages and would need to comply with relevant procedures and
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 22
Church Street and car parking availability inGeeveston
regulations
Geeveston has significant issues in relation to the township roadways and how theyencourage visitors to enter the main street Signage traffic flow and townshipappeal are all important factors for the future in making Geeveston a moresuccessful township and visitor experience
Timber veilsurrounding thebuilding
Some concerns raised that timber and steelwould not suit the timber heritage feel ofthe Geeveston township
It is noted that the concept drawings provided to the community incorporating thetimber and steel veil are concept only at this stage and that final plans will not beapproved until future stages of the plan are implemented
Sale of TahuneAirwalk tickets
Concern was raised that there was nomention of the sale of Tahune Airwalktickets in the building
It is regarded that the sale of Tahune Airwalk tickets is a critical componentattracting visitors to the township of Geeveston and also an important point ofvalue capture that can assist in sustaining Geeveston Town Hall operations The saleof Tahune Airwalk tickets is part of all stages of the Business Plan and included inestablishment of a fully functioning Visitor Information Centre on site
QVMAG Comparison and Insights
Richard Mulvaney Director of the Queen Victoria Museum and Art Gallery (QVMAG) was interviewed to gain a perspective on the donations policy andvisitor engagement experience of the QVMAG
Annual visitors to QVMAG are around 138000 visitors per annum The museum is a significant facility incorporating many partner and allied organisationsIt is a major draw card for the city of Launceston and a significant events venue With an operating budget of approximately $32M from State of Tasmaniaand around $12M from Launceston City Council the facility is a large publicly run enterprise
Their donations experience is that they achieve less than $2 average per visitor However it has been noted that the profile of visitors is important to this asa high proportion of locals would reduce donation performance It is noted that GTH has a high proportion of mainland and international visitors
There are three donations boxes within QVMAG They are constructed as double sided as many visitors will donate on the way out at the end of theirexperience Merchandising and museum shop is an important element that augments the museum and gallery experience Also the hiring of rooms formeetings and events is a great way to encourage visitation and involvement of the business and various industry communities
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 23
Business Strategy
Given the economic and social situation of the Geeveston Township and its surrounding region it is critical that drivers of economic demand and progressare in place for the future The investigations and concept developments at the time of developing this business plan are focused on development of theGeeveston Town Hall and the business concept behind it that will drive the economy of not just the township but also the broader region
This strategy must be focused on delivering the strategic development of this key public asset to create a building and experience of significance to drivesocial collaboration tourism development and industry development The clear strategy of focusing the building on tourism is compelling particularly forthe purposes of
bull tourism information for the region (incorporating product and experience sales)
bull creative industries (exhibiting and selling regional art and designed goods)
bull agritourism (hospitality food experiences) and
bull history and heritage museum (stories of the past display and exhibition of key artefacts experiences and interpretation)
It is also clear that this building should be managed by an independent organisation to that of its Government owner This has the benefit of ensuring thatcommercial principles underpin the development management and sustainability of the enterprise and its strategic partnerships In doing this Huon ValleyCouncil as ldquoasset ownerrdquo can have a relationship with a single ldquooperatorrdquo This ldquooperatorrdquo can either run internally or outsource the running of the variousservices that the building will offer
Core Business
The core business of the Geeveston Town Hall will be to facilitate the development and management of a significant building that will house services thatare important to the region The core business of the building will relate to tourism and hospitality creative industries and community engagement
The core business must generate economic value for the building to support its maintenance and its services sustainability and also generate flow oneffects to the surrounding economy
Differentiation
The Geeveston Town Hall must differentiate itself from other attractions within Tasmania by using the following factors
1 Creating a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
2 Designing and developing a unique building that is in itself a building of significance within the region and Tasmania
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 24
3 Offering unique experiences to encourage interest
4 Maintaining momentum and dynamism in the content that is onsite to encourage revisitation
5 Achieving greater community engagement and involvement ie development of community enterprise and
6 Gaining involvement of industry players to drive diversity and synergies that generate sustainability outcomes and strengthen the offering and
provide reasons to visit Over time the Geeveston Town Hall will develop greater levels of collaboration between tourism creative industries and
agribusiness sector businesses
Value Proposition
The following are elements of the value proposition for the Huon Valley economy for the development of the Geeveston Town Hall
bull The GTH will become a destination in itself with strong branding and positioning to create an identity for the building and township of Geeveston
bull Geeveston will become a gateway to the ldquoFar Southrdquo driving visitation to the region and capturing an increased share of tourism value through the
promotion and sale of tickets to surrounding attractions and experiences including the Tahune Airwalk
bull The GTH will offer a centralised presentation opportunity for the regionrsquos industries and encouraging greater synergies within industries such as
tourism agritourism and creative industries creating confidence for investment
bull The on-selling and reselling of unique local goods and services will help to support and promote the regionrsquos creative industries
bull The GTH will encourage the development of community enterprise volunteering and community involvement
bull A service level agreement between GTH Co and HVVC will achieve cost efficiencies through staff and technology sharing between the two sites
bull Huon Valley Councilrsquos planned redevelopment of Heritage Park will increase access and linkages to the GTH and the main street and continue to
develop Geeveston as a destination for locals and visitors
bull Proposed traffic management and car parking changes within the township will enable greater access to Geeveston for both vehicles and
pedestrians
bull Staged implementation of changes to the GTH building will encourage other planned changes in the township and allow time to adapt
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 25
Product amp Experience Offering
Purpose Use Use Detail amp Benefit Target Markets
Tourism Visitor Information Centre A Visitor Information Centre that provides clearinterpretation of the region focuses on selling andpromoting Southwest accommodation experiences andattractions acts as a gateway to the lsquoFar Southrsquomaximises the regions tourism economy and also sellslocal unique goods with strong linkages to the creativeindustries of the region
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Creative industries (unique goodsfor sale on consignment)
Integrated tourism operations Collaboration of Southwest Tourism Experiences involvingtour operators and guides adventure tourism andagritourism suppliers
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
Seafood experience centre A Seafood Experience Centre to showcase Tasmaniansalmon and shellfish based seafood that Tasmaniaoperates as commercial fisheries Potential linkage tohospitality provider
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
History amp Heritage Museum interpretation center A fully modernised Museum for cultural and heritagepresentation and interpretation of the region Historicaldisplays and artefacts managed by the community andGeeveston Archives and History Society
Intrastate interstate ampinternational tourists
Local residents (with visitingfriends amp relatives)
School groups
Community Events Flexible space A flexible Events Space that will satisfy community eventsfor local and tourism purposes and encouragedevelopment of community enterprise creativity and
Local residents
Local businesses workers
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 26
connection Social enterprise
Gallery and exhibition space A high quality flexible Gallery Exhibition Space to houseexhibitions from local and Tasmanian artists and craftdesigners with potentially significant curated exhibitionsinto the future
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries
Hospitality (Retail) Cafe
Restaurant
A high quality Cafeacute andor Restaurant underpinned by acommercial kitchen that can also run community eventsand functions
Intrastate interstate ampinternational tourists
Local residents
Local businesses workers
Creative industries (catering)
Social enterprise (catering)
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 27
Economic Impact
Visitor Information Centre Regional Extension
As has been identified earlier in this plan Geeveston has a significant role to play in servicing visitors to the region and in particular to encourage visitationto surrounding experiences With the significance of the Tahune Airwalk visitation and that to Hastings Caves Ida Bay Railway and Hartz Mountains just toname a few Geeveston simply must perform as a tourism town Its current infrastructure and services are sub-standard and if they do not improve thetown will falter and the region will suffer from a flat or reducing tourism industry
Huonville has operated a visitor information centre (HVVC) for a number of years It has built a model that ensures that it can yield visitor spend based onits visitor profile The current Forest and Heritage Centre (FHC) has more annual visitors than the HVVC These visitors are journeying deeper into theregion and are seeking advice and guidance on what is in the surrounding area and importantly tickets to key attractions
It could be perceived that another visitor centre in Geeveston would cannibalise the sales of Huonville however the two visitor centres should becomplementary and they can be collaborative Even in its current form the FHC is an experience and an important one that is central to the survival of thetown The FHC already outperforms the HVVC on merchandise sales and overall turnover The two sites play different roles in the journey of the visitor andwill sell different product that is more relevant at any point in time This of course will be partly because they will have a different presentation andoffering
Each visitor centre in the region should strive to offer unique experiences and goods if possible however complete diversity is not achievable as there canalso be opportunities for cost efficiencies in stocking general memorabilia and clothing merchandise The diversity of offering onsite is significant enough toencourage multiple visits to VICrsquos throughout the region
The economic impact on the tourism economy in having a visitor centre in Geeveston vastly outweighs any negative impact of minor cannibalization thatmay occur It must also be noted that it is unknown how much opportunity cost is currently being experienced with the FHC in place with greatly restrictedofferings
Geeveston township sustainability and its prospects for growth will be greatly diminished if a visitor centre is not in the town and the surrounding tourismeconomy and community would suffer as a result
Competition in Tourism and Hospitality
There appears to be a gap in the supply of hospitality services for visitors within the township There are currently three hospitality providers in Geevestonbut it is noted that there is an inconsistency in business operating hours lower than acceptable food and service quality and the townshiprsquos services areunavailable or limited after 4pm
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 28
A key element of this plan is for the GTH to be a destination in its own right and a gateway to the lsquoFar Southrsquo Geeveston therefore has a significant role toplay in servicing the increased number of visitors to the township and region and to capture a higher share of visitor spend on food and beverageParticularly during daylight savings months there is opportunity to provide more lunch or early dinner offerings for tourists
A cluster of food offerings ie cafes restaurants within the township will promote both competition and cooperation and grow the townships reputation asa place to eat which is currently lacking Operators will compete to win customers thus encouraging quality product offerings and customer servicedriving innovation in filling gaps within the market
Introducing competitive hospitality providers within the township will aim to raise the level of overall hospitality services and offering to visitors Qualityand appealing food options within the township will help to develop Geeveston as a destination of choice for locals and visitors a reason to visit and tospend time
It is critical that agritourism linkages are in place to support tourism hospitality for the town Quality providers of fresh regional and Tasmanian produce area very important component and the township seemingly has an undersupply of hospitality services of this type particularly of a quality and standard thatis acceptable to interstate and international tourists
Township Performance and Effect on Micro-Economy
This project aims to develop feasible uses for the future of the GTH that will benefit the economy of the region and maintain the building for the future
Geeveston is one of the townships hardest hit by the decline of the forestry industry in Tasmania
The redevelopment of the GTH will bring a new wave of opportunity to the local economy as there will be a raising of the standard of the townrsquos amenitynew service offerings and experiences new employment capital development expenditures increased tourist visitation and commercial development ofthe town in general brought about by competition
Improvement in value capture of the township within the region will have positive ongoing economic impacts for stability for existing businesses andemployment
Without improvement in the township offering and competition the township would not change and keep pace with the demands of the modern touristsettler or business investor
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 29
Implementation Planning
Staged Implementation Overview
The redevelopment of the Geeveston Town Hall can be broken into three key development stages
bull Stage One ndash reset the base to achieve appropriate and timely economic benefit ie capture the ldquolow hanging fruitrdquo
bull Stage Two ndash repurpose for the community and visitors
bull Stage Three ndash encourage industry growth amp strategic linkages
It is proposed that the GTH be operated in future by a new company limited by guarantee (GTH Co) run by a community Board balanced withrepresentatives from the key stakeholder groups The first step in achieving this business plan is the establishment of an operating entity for the GTHbuilding
As part of stage one it is envisaged that a fully functioning Visitor Information Centre and Museum would be operating by the end of November 2015 in
time for the peak tourism season as well as some provision for a community gallery and flexible use space In order to achieve this a number of key
activities would need to occur These include
bull Establishing an organisational structure governance Board and support mechanisms
bull Re-establishment of the visitor centre utilising existing resources and small assets and partnering with the HVVC
bull Resetting the museum and preparing for a new contemporary presentation
bull Seeking assistance with museum for maximising the visitor value from the historical stories
bull Engaging with regional creative industries through the Huon Valley Arts Cooperative Initiative
bull Organising community events that provide value for locals and encourage greater levels of planning sharing and connection with established
activities
bull Organising an initial calendar of ldquoshowcase eventsrdquo for the township and region that would attract Southern Tasmanian visitors primarily for day
trips and visitors from northern Tasmania whilst on intrastate holiday and
bull Establishing an interim identity for the building that signals a change from the current format and function and a transition to the new concept that
can be promoted ahead of time
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 30
Stage one is ultimately a ldquoproof of conceptrdquo stage during this initial stage the Geeveston community and key user groups would need to be engaged with
and challenged to ldquoprove the business modelrdquo before commencement of the stage two developments The key groups include
bull Geeveston Archives and History Society
bull Regional designers artists and gallery owners ideally working through the Huon Valley Arts Cooperative
bull Tourism operators accommodation providers and visitor centre workers
bull Volunteer groups
bull Various other Township associations
Stage two would involve significant capital works to repurpose the building for the community and visitors for the future This stage includes transitioningto a commercial gallery fully modernising the museum utilisation of the sitersquos flexible community space and the development of a high quality cafeacute restaurant underpinned by a commercial kitchen Consideration would also need to be given to the location of new public amenities and the timing of suchdevelopment It is noted that this stage and any future implementation stages would be highly dependent on grant funding and co-contribution funding
Stage three is largely unknown at this time but it is envisaged that it would encourage industry growth and strategic linkages into the future
Stage One ndash Reset the Base
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
To reinstate a Visitor Information Centreon site that also sells local handmadegoods either as stock items or onconsignment with strong linkages to thedesigners retailers
The TTIC must have the ability torepresent the region in a compellingway there must be clear interpretationof the region (lower floor)
Significant generator of visitation toGeeveston encouraging increased lengthof stay and spend
Utilise the existing shop and officeinfrastructure
New tourism and retail display systemsto be implemented
Prior to 201516 peak tourismseason ndash Spring 2015
Local handmade arts andcrafts
Local markets and events
To include a flexible space that cansatisfy community events for local andtourism purposes and include a galleryspace that could house exhibitions from
Low given that use is likely to be a mix ofexhibitions events and meetingsResetting the special layout and creatinga visitor experience that is also a flexible
Likely to be progressive but canrsquotbe too far behind the VICdevelopment
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 31
Community engagement local and Tasmanian artists
(lower floor)
area is the challenge
Detailed planning for the lower floorspace that is not to be utilized by VIC
Cultural and heritage To reset the museum component to theupper floor only
(upper floor)
Moderate refit impact however fullimplementation would result in a highimpact
Staged development is warranted
Initial stage would commenceimmediately ie prior to summer2015
Stage Two ndash Repurpose for Community and increase capacity
Demand Drivers Opportunities for Use Site Impact Timing
Arts and craft community Commercial Gallery with potentiallysignificant curated exhibitions into thefuture
Modest to low given the need to meetminimum standards and be a flexibleexhibition space Security andenvironmental quality issues will beprimary
At earliest early summer 2016
Cultural and heritage Full modernization of the cultural andheritage presentation of the region ldquoRe-think museumrdquo
Significant on both space utilization andrequired quality of fit out Maximisingartifacts and interpretation value
Long term design Unknown timing
Community engagement Development of community enterprisetaking a proactive hand in utilising thesitersquos flexible area encouraging creativityand connection
Low given that use is likely to be a mixof exhibitions events and meetings
In line with site development onlower floor
Visitors to the region
Local markets and events
To include at least one high quality cafeacute restaurant underpinned by a commercialkitchen that can also run communityevents
(lower floor)
Significant due to hospitality kitchenrequirements and goods storage andinout facilities
Commencement as soon aspracticable however operatoridentification will force a delay ndashWinter 2016 is the idealdevelopment timing
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 32
Stage Three ndash Encouraging Industry Growth amp Strategic Linkages
Demand Drivers Opportunities for Use Site Impact Timing
Visitors to the region
Surrounding touristattractions
Creating a tourism hub Potentially some integration of touristservices onsite Yet to be defined ingreater detail
Post 2016 summer period
Creating connections with Heritage Parkand its development
ie bicycle hire storage of key rentableequipment music festival outdoor artsdisplays etc
Emerging linkages that are yet to haveclarity
Unknown
Creating connection with surroundingtownships
ie via bike track maps andpresentations
Accommodation and stop overlocations Services offered at regionallocations
Unknown
Creating connections with the wilderness
ie tour operators
Possibility for Geeveston to be themarshaling point for all visitors enteringfor experiences Boating Kayakingbiking walking and wilderness visitsThis may require a range of facilities toaccommodate
Unknown
Linkages to local industries Creating connections with theaquaculture industry
ie salmon experiences restaurantoffering
Related to food tourism and foodofferings Could be significant if aseafood experience centre is theconcept eg aquarium and otherfeatures
Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 33
Detailed Implementation Plan
As of 31 October 2015 the Forest and Heritage Centre will cease operation at the Geeveston Town Hall The following table details the majorimplementation tasks for Stage One of the Geeveston Town Hall development with the aim of having a fully functioning Visitor Information Centre andMuseum operating by the end of November 2015 in time for the peak tourism season as well as a community gallery space
Whilst every effort has been taken to identify the key activities that would need to be undertaken to successfully implement stage one final planning andbudget requirements will ultimately need to be undertaken by HVC as the key decision maker and source of seed capital for this venture Of course thefollowing plan and budget may be lower than expected if HVC has the capability to insource some of the establishment works
It is not feasible to provide specific details of implementing further stages at this time but it is noted that any future implementation stages would be highlydependent on grant funding and co-contribution
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 34
Stage One Implementation
Initiative Strategy Task Timing Responsibility Estimated Budget
Establish the OperatingEntity
(Set up stage Sept Oct Nov)
bull Establish legal entity and constitution Sep 2015 HVC $5000-8000
bull Establish representative community Board Sep 2015 HVC $2000
bull Establish foundation budget amp funding Sep 2015 HVC Potentially $15000-$20000
Also linked to TVIN budgetfor assets and stock
bull Finalise human resource plan and recruitment Oct 2015 GTH Co $6000-$8000
bull Execute lease amp other partnership agreements (ie
HVC lease support from Huon Valley Visitor Centre)
Oct 2015 GTH Co $2000
bull Establish tenancy terms with Geeveston Records amp
History Society (for operation of museum)
Nov 2015 GTH Co $1500
bull Set up community support structures
o Establish community events sub-committee
o Hold a community ldquoworking beerdquo
Nov 2015 GTH Co Nil
Establish Visitor Centre
(To be in full operation by 1December 2015)
bull Identify amp purchase operational assets
o Computers amp telephone system
o Office furniture
o Visitor centre signage
o TVIN membership
o Tourism brochure displays
o Retail displays and shelving
Oct 2015 GTH Co Less than $20000
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 35
Initiative Strategy Task Timing Responsibility Estimated Budget
o Initial stock holding
bull TVIN membership Oct 2015 GTH Co Within the above
bull Booking amp reservation system Oct 2015 GTH Co Within the above
bull Refit GTH retail area as Visitor Information Centre
o Booking desk brochure stands racks
poster positions digital signage displays
retail shelving and stands interpretive
display boards etc
o Many items will be made available by
Forestry Tasmania (exact items yet to be
confirmed)
Nov 2015 GTH Co Within the above
bull Finalise HR plan amp undertake staff training Nov 2015 GTH Co Operational budget $2000
bull Develop merchandising plan Nov 2015 GTH Co $2000
(test stock and advice)
bull Finalise budget Nov 2015 GTH Co As above
Reset the Museum
(To be in full operation by 1December 2015)
bull Finalise the commercial agreement with the
Geeveston Records amp History Society
Oct 2015 GTH Co As above
bull Redesign the museum space to the top floor only Nov 2015 GRampHS Unknown but minimal(community project)
bull Seek assistance with interpretive panels Nov 2015 GRampHS Unknown
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 36
Initiative Strategy Task Timing Responsibility Estimated Budget
bull Establish a museum operations plan Nov 2015 GRampHS andGTH Co
Nil
Establish CommunityGallery Space
bull Engage with regional creative industries through the
HVC Arts Cooperative Initiative
Oct 2015 GTH Co Nil or minimal
(insourced)
bull Reset dedicated GTH space for community gallery
operations ie partitions and mobile walls
Nov 2015 GTH Co HVCArts Co-operativemembers
Community arts workingbee
Potentially Arts Tas minorsponsorship
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting
The Business amp Financial Model
Business Model
Relationship
Tenants
Operator
Owner
Visitor Centre
Internal toGTH Co
The Business amp Financial Model
HVC
GTH CoCommunity
Board
Visitor Centre
Internal toGTH Co
Museum
Outsourced
Gallery
Internal toGTH Co
Cafe Restaurant
Outsourced
Page | 37
Cafe Restaurant
Outsourced
Events
Internal toGTH Co
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 38
Financial Model
The budget for operations of the new venture GTH Co has been created using an approach showing the basis for operations of stage one as a full yearfinancial operational budget forecast The budget has then been built showing the financial impact of more developed operations within a stage two
An overall master budget has been created for the operating entity using the working title GTH Co as well as separate operating budgets for each of thetenants or services operating within the business
Budgets have been cast on an annualised basis due to the uncertainty around timing of start-up and potential capital development periods whereinterruption will be experienced
The core objectives of the financial model are
bull To establish operations on a profit basis using normal commercial principles
bull To ensure that an independent company can be the ldquooperatorrdquo of the GTH that does not require ongoing subsidisation from HVC to remain
feasible
bull To take into account reasonable estimates that follow principles of prudence by overstating costs and understating revenue
bull New operational principles that affect revenue raising have been researched as far as is practicable at this stage based on available source
historical financial data but may require further work
The complete budget papers were tabled at the HVC Workshop on 18th August
Key Assumptions
Several key assumptions have been made in relation to the operating budget and have been built into the Excel cash flow statements These are as follows
Business Unit Stage One Implementation Stage Two Implementation
Visitor Information Centre (VIC) Visitor center sales for attractions in line with historicalperformance Critically the VIC will be selling TahuneTickets along with the normal TVIN accommodationexperiences and products lines
Tahune sales at 30 of total Tahune tickets
Year two growth after renovation Tahune modest growthHastings modest growth 2 CPI price increase across theboard
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 39
Accommodation bookings very low due to locationdisadvantage and local offerings Only 150 room nightsbooked
Stable accommodation bookings at low levels
Merchandise sales based on FHC existing sales plusadditional sales from new stock and consignmentgoods Retention of some existing FHC merchandiseitems to be sought Eg Island specialty timbers andlocal wood crafts
Merchandise growth particularly in regional goods
Stock sales of $150000 at 50 GP
Existing FHC merchandise shop sales are $110K paCOGS at lt 40
Growth in stock sales to $190K
VIC operations run by GTH Co in collaboration withHVVC Some subsidized services paid for to HVVC
No change
All staff employed by GTH Co and staff utilized acrossall functions (inc VIC museum and events buildingdaily operations)
No change
Museum Donations collection based on $18 per donation 12 strike rate
Stable but growing
Contributing rent and electricity No change
Agreement for 40 rent from donations and 10 tostaff costs
Events Minimal events planned for FY16 25 1 eachfortnight Average venue revenue $200 per session
Events growth after refurbishment Some pricing andcommercial terms review due to significant facility change
No labour cost Possible change to labour contribution
Most cost increases borne by external operators using the
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 40
Electricity apportioned
Rent applied pa
facility with their own labour
Gallery No commercial gallery operations in FY16
However GTH Co will encourage arts associations toprove gallery concept and offer space at a reducedevent rate for exhibitions
Commercial gallery to launch after refurbishment
Sales of artwork and goods to commence
No budget for capital works at this stage Reliance onvolunteer labour and community contributions for thefirst year
Regionally significant gallery boosts visitor numbers andextends length of stay in the far south
Cafeacute Restaurant No cafeacute or restaurant Cafeacute lease established after renovation during year 2
Rent rates in line with Church St prices $200-250 per weekfor an average cafeacute site
Site Occupancy and Financial Framework
Geeveston Town Hall Co (GTH Co) will hold the head lease for the site with Huon Valley Council GTH Co will have the right to sub-lease the premisessubject to agreed uses and approval of tenants by the full Board of GTH Co GTH Co will negotiate an appropriate rental return with HVC taking intoaccount the establishment costs of the site and the target return for HVC
The holders of tenancies are planned as follows
1 The Visitor Information Centre will be operated by GTH Co and will hold the head lease
2 The Museum will be offered lease terms and be run by the Geeveston Records and History Society The museum will pay rent and also subsidise
staffing costs
3 Events Space is operated by GTH Co and rent contribution will be charged from all revenue received for events
4 A Cafeacute is contemplated for the second period after renovation A lease would be assigned for this space at commercial rates
5 A Commercial Gallery is not planned to launch until after renovation and in the interim arts community members will be welcome to hire space as
per the events space with negotiated pricing terms
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 41
Financial Targets and Contributions
Capital expenditure estimates are currently being prepared and due to the conceptual level of detail are likely to be estimates based on commercialexperience and examples These estimates will be available at the HVC workshop on 18th August and will be provided as part of the complete budgetpapers
Governance Model
The plan for governance is based on the following principles
bull Achieving a community run facility for the benefit of the broader community and economic advancement of the region
bull Encouraging strategic partnerships within community groups public organisations and industry players to achieve greater value for the community
and the building owner than a purely commercial operator could
Governance Proposal
It is proposed that
1 The Huon Valley Council establish a new company limited by guarantee ie Geeveston Town Hall Company (GTH Co)
2 The GTH Co be run by a community Board balanced with representatives from various key stakeholder groups
a The Board needs to have enough members to satisfy the GTH CO community and industry profile
b Board membership may comprise representatives from HVC industry and community
3 The new company would operate as not for profit business and essentially reinvest surpluses into the GTH and its related operations
Board Structure and Operation
It is suggested that an independent Chairman be appointed However if this is not achievable then the Chairman role could be for a fixed term of 2 yearsrotational across the Board members
Board composition may comprise the following
bull Chairman
bull HVC
bull Township associations
bull Key industry players
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 42
It is suggested that subcommittees be assigned by the Board to critical functions that would in turn enable the involvement of community and industrycontributors to assist and provide guidance to key initiatives A single board member could be chair of a sub-committee and could elect to formulatesubcommittee members from the community
The recommended governance model outlined above is for discussion with HVC The final decision regarding governance structure and operation is to bedetermined by Huon Valley Council
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 43
SWOT Analysis
Strengths
bull The Geeveston Town Hall will become an attraction in its own right
bull The reinstatement of a Visitor Centre on site will be a significant generator of visitation to Geeveston encouraging increased length of stay and
spend
o Sale of Tahune Airwalk tickets
bull Long term financial sustainability
bull Town Hall will encourage continuity of employment in the township and on site
bull Efficiencies will be created though the operating entity owning and managing the Visitor Information Centre (VIC)
bull Efficiencies will be created through partnership arrangements between the Geeveston and Huonville Visitor Centre (HVVC) (ie sharing of
technology and staff)
bull Cost savings and intimacy to be achieved through use of volunteers
bull On selling and reselling of regional goods and promotion of local creative industries
bull Creation of greater access and linkages between the building and external spaces and beyond
Weaknesses
bull Start-up organisation with undefined Board
bull Uncertain funding sources and no currently identified seed capital
bull Current museum interpretive content is not contemporary or appealing
bull Reliance on donations to subsidise operation of the museum
bull Gross profit on VIC operations are traditionally low therefore reliance on selling value added Tasmanian products is high at current township visitor
numbers
bull Public toilets must be moved if the overall concept is agreed
Opportunities
bull To create a unique identity for the Geeveston Town Hall building which reinforces Geevestonrsquos positioning as the gateway to the lsquoFar Southrsquo
bull To generate economic value for the building with flow on benefits to the surrounding township and region especially within stage two of the plan
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 44
bull To achieve greater community engagement and involvement ie development of community enterprise
bull To facilitate industry involvement and collaboration between tourism creative industries and agribusiness sector businesses
bull Raise the level of hospitality services within the town and offering to visitors
Threats
bull Duplication of visitor information services within the region
bull Cafeacute restaurant competing with existing hospitality businesses in the township
bull If the VIC is not implemented decreased visitation to the town and region resulting in lower VIC bookings commissions and retail sales achieved
bull Ability to encourage revisitation to the area
bull Ability to attract appropriate tenants to Stage 2
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 45
Risk Analysis
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
1 No action taken amp the GTH becomesdormant
H M This would be catastrophic for the townshiprsquos economy
2 Stage one startup capital notavailable
H L Refer point 1
3 Funding for stage two notachievable
M M Commence advocacy lobbying and applications for funding at the earliestopportunity to enable works commencement no later than autumn 2017
4 Building budget for concept is largerexpectations and funder capacity
M L Lobby State and Federal Government on the merits of supporting regionaleconomies for the longer term economic and social benefits
5 Ability to attract appropriatetenants to stage two and beyond
H L At the earliest stage promote the changing nature of Geeveston and itsregion along with the tourism plan for the Huon Valley Early discussionswith likely tenancy applicants are important
6 Township toilets relocation becomesproblematic for HVC capital budget
M M Build toilets relocation into capital works budget for GTH to ensure thatthe overall project works are budgeted taking a holistic view
7 Introducing a second VIC to theregion may cannibalise the sales ofHuonville
M L The two VICs should be complimentary and they can be collaborativeThe two sites will have a different presentation and offering and will selldifferent product that is more relevant at any point in time
Some minor canabalisation may occur but Geevestonrsquos sustainability andits prospects for growth will be greatly diminished if a VIC is not in thetown and the surrounding tourism economy and community would
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 46
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
suffer as a result
8 VIC not authorised to sell TahuneAirwalk tickets and overallcommission revenue is lower thanexpected
H L Provided the new operator has a sound business structure and a goodworking relationship can be developed Forestry Tasmania would givefavourable consideration to the new operator selling tickets oncommission for Tahune Airwalk The industry standard of 15commission would apply to ticket sales
9 VIC retail sales revenue is lowerthan expected
M L Adjust operating costs to suit adjust retail products and pricingGenerate community support to encourage township visitation increasesfrom intrastate markets
10 Tahune take steps to restrict VICsales via significant onlinedevelopment and discounting
M L Communicate the total offering of the GTH to inbound tourists andcreate partnerships with feeders and referrers for travel to GTH
11 Current museum interpretivecontent is unappealing and notcontemporary
H M This is a core issue for the holding of tenancy for the Museum componentIn future the value generated by experiences and offerings will beparamount for feasibility and sustainability
Encourage the Geeveston Records and History Society to seekprofessional help immediately
12 Museum donations revenue arelower than expected
L M Little can be done about this Review and potentially improvecommunications to visitors Bundle a value-add with the museum andcharge an entry price Much is dependent on the strength of the offering
13 Introducing competitive hospitalityservices within the town seriouslyaffects viability of other operators
M L Township operators must stand on their own competitive positioning Iftownship traders choose not to change or offer greater value and aretherefore not preferred then the free market must be allowed to operate
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 47
Risk Description Likely Impactif it occurred(HML)
Probabilityofoccurrence(HML)
Mitigating Actions that can be planned
to the future viability of the town
14 Governance structure fails M L Building owner to reset the lease of the building and remove theoperator
Building owner may provide support and guidance in the initial stages ofcompany establishment to ensure a successful first year of trading andongoing partnership in the stage two building development process
Balanced board members and appropriate representatives withprofessional skills are a key issue for governance success
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 48
Appendix A
Architectural concepts have been created by project architect Preston Lane The concept drawings demonstrate how the building could be renovatedimproving its utility for these purposes and also improving the main street of the town including greater open public area surrounding the building on themain street connection to Heritage Park and the township car park
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 49
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 50
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 51
Geeveston Town Hall ndash the futureBusiness PlanFINAL for Huon Valley Council meeting Page | 52
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