Victorian 4WD Strategy-origVictorian 4WD Strategy 2017-2021 5 Department of Environment, Land, Water and Planning With over 8.4 million hectares of public land and an extensive network

Victorian 4WD Strategy

2017 - 2021

3Victorian 4WD Strategy 2017-2021

Department of Environment, Land, Water and Planning

Contents

Minister’s foreword 4

1. Strategy 6

1.1 Strategic Vision 7

1.2 Strategic Outcomes 7

1.3 Strategic Initiatives 8

1.4 Strategy funding 9

1.5 Principles 9

1.6 Stakeholders 10

1.7 Responsibilities 11

2. Implementing the Strategy 12

2.1 Strategic Outcome One: 4WDers are coming to Victoria as the premier 4WD state 13

2.2 Strategic Outcome Two: Victoria has economic benefit from 4WDing 14

2.3 Strategic Outcome Three: 4WDers provides a range of health and social connections 15

2.4 Strategic Outcome Four: Victorian 4WD experiences are enriched 16

2.5 Strategic Outcome Five: 4WDers demonstrate respect for cultural, environmental and other values of public land 17

2.6 Strategic Outcome Six: 4WDing is respected as a legitimate recreational pastime 18

2.7 Strategic Outcome Seven: FWDVIC is financially sustainable 19

2.8 Strategic Outcome Eight: DELWP and PV will adopt innovative and sustainablesolutions to support the vision 20

Appendix One: Overall Strategy Map 22

Minister’s foreword



With over 8.4 million hectares of public land and an extensive network of over 45,000km of vehicle tracks, Victoria’s public land provides a range of stunning landscapes and biodiverse habitats to explore by four-wheel drive.

Four-wheel driving is a great way to connect with our natural environment, providing opportunities to relax and explore. As well as being a healthy and social outdoors activity, four-wheel driving contributes to regional economic health, through expenditure into rural and remote communities. Through the active volunteering of organisations such as Four-Wheel Drive Victoria, four-wheel drivers also help to reduce the impacts of recreational use on the environment.

The Victorian Government recognises that to value our natural areas it is important that people have the access to experience nature. We are keen for Victoria to make the most out of its available four-wheel drive opportunities, for the joy it gives participants and the strong connection it provides between people and nature. Making four-wheel drive opportunities more accessible and delivering richer information on the natural and cultural history of these areas will help more visitors to appreciate and care for these areas.

This strategy highlights the key work required to build the necessary understanding, respect and partnerships for realising four-wheel driving’s full potential in Victoria. This will provide fantastic benefits for people, communities and nature - and we look forward to working with our partners and the four-wheel driving community to make this a reality.

The Hon. Lily D’Ambrosio MP

Minister for Energy, Environment and

Climate change

1. Strategy



Victoria has 8.4 million hectares of public land, with a road network in excess of 45,000km that is highly valued for four wheel driving. In 2015 the then Minister for Environment and Climate Change appointed representatives from Four Wheel Drive Victoria (FWDVIC), Parks Victoria (PV) and the Department of Environment, Land, Water and Planning (DELWP) to a Four Wheel Drive Advisory Committee (FWDAC) to work together on programs and projects across land tenures.

The FWDAC currently oversights a range of projects relating to four wheel driving, including education, marketing, communications and partnering. Through the advisory committee DELWP, PV and FWDVIC collectively manage and provide for four wheel driving in Victoria.

1.1 Strategic Vision

4WDing in Victoria provides fantastic benefits for people, communities and nature.1

1.2 Strategic Outcomes

There are a total of eight strategic outcomes that will contribute to the FWDAC achieving this vision; six of these are externally focused and two are internally focused. The timeline horizon for these outcomes is to 2021. These are:

1. 4WDers are coming to Victoria as the premier 4WD state

2. Victoria has economic benefit from 4WDing

3. 4WDing provides a range of health and social connections

4. Victorian 4WD experiences are enriched

5. 4WDers demonstrate respect for the cultural, environmental and other values of public land

6. 4WDing is respected as a legitimate recreational pastime

7. FWDVIC is financially sustainable (internal outcome)

8. DELWP and PV will adopt innovative and sustainable solutions to support the vision (internal outcome)

1 The overall strategy map is shown pictorially in appendix one.

8 Victorian 4WD Strategy 2017-2021

1.3 Strategic Initiatives

Five strategic initiatives have been identified to achieve the strategic outcomes.

1. Providing a 4WD ‘Experience’ will deliver on the physical 4WD environment such as packaged touring routes, track classification, road closures, signage, and general access; the code of ethics; the health and social benefits of 4WDing; and a unique Victorian 4WDing experience. The intent of this is to ensure 4WDers are coming to Victoria as the premier 4WD state and regional and urban economies are benefiting from 4WDing. It also seeks to ensure 4WDing provides health and social benefits and increased participation in forest and park management activities.

2. Effective education will promote responsible behaviours and deter irresponsible ones; as well as increase the value and reach of existing education and training materials. The intended outcomes are to ensure 4WD users understand the significance of public land, ultimately leading to behaviour that is increasingly respectful of the cultural, environmental and other values of public land. Furthermore, if 4WDers are behaving in a more considerate manner, the community will have more respect for 4WDing and view it as legitimate and beneficial use of public land.

3. Strengthening partnerships will strengthen existing relationships; demonstrate to government decision makers the value and benefits of partnering and connect to new and influential partners (e.g. new users, volunteers and the 4WD industry). Partnership building underpins the entire strategy. As well as this, collaboration with partners is a key principle for the strategy. Building on and expanding partnerships will enable better tourism

promotion of Victoria as the premier 4WD state, increasing 4WDers visiting and increasing economic benefit for regional and rural Victoria. It is also intended that partnerships will lead to investment in the strategy and therefore increased financial sustainability.

4. Strategic marketing and communications will deliver improved marketing and communications as a means to get the core message from the strategy to stakeholders. For example, it can influence stakeholders understanding of the health and social benefits of 4WDing and the different experiences available. It can be a means to communicate education messages and influence 4WDers respecting the cultural, environmental and other values of public land. Finally it can have an impact on the Victorian community’s awareness of the benefits of 4WDing.

5. Sustainable solutions will deliver sustainable funding of the strategy through partnerships; understanding potential resourcing avenues through research; and developing a robust business plan for FWDVIC. These actions will help to ensure FWDVIC is financially sustainable and that DELWP and PV have sustainable solutions to support the vision of the strategy.



1.4 Strategy funding

Funding for the strategy will come from two primary sources.

The first funding source is recurrent funding that DELWP, PV and FWDVIC can typically plan for on a year by year basis. The second is initiative funding which can vary from year to year.

All actions in this strategy can be advanced with currently available funding. Where actions in the strategy can be further advanced through securing of initiative funding , the FWDAC will seek to secure this additional funding.

The FWDAC, through strategic outcomes seven and eight are also empowered to pursue opportunities to innovate and generate its own sustainable funding solutions.

This will enable the FWDAC to drive delivery of all actions, to enable the strategic outcomes of this strategy to be delivered over time.

1.5 Principles

How the FWDAC will work together over the course of the five years of the strategy will be based on the following principles:

Respect Positive

Transparency Openness

Collaboration Honesty

Adaptive Trust

Equitability Build on existing work



1.6 Stakeholders

The FWDAC work with a range of stakeholders. Below is a list of the key stakeholders.

Table 1:FWDAC Stakeholders

Media

Published Magazines

Media

Event Managers

Essential Services

Department of Education and Training

VicRoads

Victoria Police

SES & CFA

Interest Groups

Bush user groups

Friends of the park/forest

Victoria High Country Huts Association

Hunters and fishers

Trail bike riders

Heritage Victoria

Neighbours

General public

Culturally and Linguistically Diverse Communities

Government decision makers

The Minister

Victorian Premier

Future Government

Aboriginal Traditional Owners Traditional Owners and Registered Aboriginal Parties

Tourism

Regional tourism boards

Tourism & visitor information centres

Local Government

Tour Operators

Chambers of Commerce

Visit Victoria



Peak Body

FWD Australia

Royal Automobile Club of Victoria/Victorian Automobile Chamber of Commerce

Victorian National Parks Association

Park advisory groups

4WD Industry

Manufacturers

After market

Car dealers

4WD Registered Training Organisations

Drivers of Vehicles

4WD Club members

4WD non-club member

Drivers of Sports Utility Vehicles

Car Clubs

4WD club members 4WD Club members

4WD non-club members 4WD non-club members

Government Land Managers

DELWP/DELWP Executive

PV/PV Executive

Traditional Owners

VicForests

Catchment Management Authorities

Water Authorities

Local Council

FWD VictoriaBoard of FWD Victoria

FWD Victoria club members

1.7 Responsibilities

This strategy is owned by the FWDAC who will drive its implementation. Timeframes and key performance indicators for delivery of the actions are detailed in section 2.



2. Implementing the Strategy

This document provides the FWDAC with a plan for the implementation of the

strategic initiatives.

Five initiatives have been identified to achieve the strategic outcomes, these are:

1. Strategic marketing and communications

2. Providing 4WD experiences

3. Effective education

4. Strengthening partnerships

5. Sustainable solutions

The next sections provide details on how each initiative links to the strategic outcomes, the actions

required, the target audience, key performance indicators and timeframes in which they will be

completed by.


Three of the strategic initiatives contribute to this strategic outcome:

• Strategic marketing and communications

• Providing 4WD experiences

• Strengthening partnerships

This strategic outcome aims to position Victoria as the premier 4WD state, to promote Victoria’s unique 4WDing experiences and to have 4WD touring product developed that leads to increased tourism from 4WDers visiting regional and rural Victoria.

The table below shows the actions, target audience and timelines for strategic outcome one.

Table 2: Key Actions

Actions Key performance indicatorsShort1 term

Medium term

Long term

Build partnership with Visit Victoria and Regional Tourism Boards to better promote Victoria as a 4WD destination

• 4WD product promoted through Regional Tourism Boards and Visit Victoria

Develop and implement a marketing plan to effectively promote Victoria’s icon 4WD tours

• Marketing plan completed

• Uptake of brochures and downloads from websites increase by 20% per annum

Promote 4WD touring routes/experiences to 4WDers

• 4WD touring routes/experiences promoted to identified target markets


2.1 Strategic Outcome One: 4WDers are coming to Victoria as the premier 4WD state

1 Short term = Years 1 to 2, Medium term = Years 2 to 4, Long term = Years 4 to 6



2.2 Strategic Outcome Two: Victoria has economic benefit from 4WDing

Four of the strategic initiatives contribute to this strategic outcome:


• Providing 4WD experiences

• Effective education


This strategic outcome aims to increase the economic benefit Victoria derives from 4WDing through improving the 4WD touring product offer and building broader partnerships to better market 4WD touring experiences. This will lead to increased 4WDing and related expenditure in regional and rural Victoria.


Actions Key performance indicatorsShort term

Medium term

Long term

Identify size of 4WD market and economic contribution of 4WDing to Victoria’s economy

• Research completed into size of 4WD market and economic contribution of 4WDing

Identify key gaps and competitive strengths in Victoria’s 4WD market

• Gap analysis completed

Build partnerships with 4WD retailers/manufacturers/4WD hire companies/4WD media to promote 4WD touring opportunities

• Complete engagement plan (as part of marketing plan) to establish which partnerships to invest in

• Survey - 50% of key partners actively promoting key 4WD touring opportunities

Develop touring routes/experiences (inc for SUV market)

• Accessible 4WD touring routes/experiences developed to fill identified gaps (inc SUV market)

Improve marketing of 4WD opportunities via websites, social media and through Regional Tourism Boards and Visit Victoria

• 4WD icon drives have profile on Regional Tourism and Visit Victoria web and social media platforms



2.3 Strategic Outcome Three: 4WDers provides a range of health and social connections

Two of the strategic initiatives contribute to this strategic outcome:



This strategic outcome aims to improve the health and social benefits that 4WDers and other members of the public derive from 4WDing and participation in forest and park volunteering activities.



Medium term

Long term

Better promote the benefits of volunteering (first within FWDVIC, DELWP and PV and then externally)

• Distribute fact sheet with case studies to promote the benefits (and uptake) of volunteering

Run in-field programs to connect people and nature:Camp Host/Track Clearing/Clean Up the Bush/Adopt a site/Biosphere etc

• Continue with Camp Host/Track Clearing/Clean Up the Bush programs with improved uptake in areas under-represented

FWDVIC Rural Response Group provide community assistance to regional communities post disaster

• Continue to provide community assistance through FWDVIC Rural Response Group post disaster

Develop rewarding multi-party volunteering opportunities and through new initiative trial the capacity of other partners to lead on ground volunteer projects

• Develop new volunteer initiative with a multi-party volunteer focus which trials the capacity of new partners to lead



2.4 Strategic Outcome Four: Victorian 4WD experiences are enriched



• Providing a 4WD experience


This strategic outcome aims to improve the quality and delivery of 4WD information and better interpretation of the natural and cultural environment through use of current and emerging technologies to provide a richer, more immersive 4WDing experience.



Medium term

Long term

Improve accessibility of 4WD product online and through development of mobile enabled applications and maps

• Five GeoPDFs 4WD touring notes developed for in-field use and available on Avenza PDF map store

• Pilot mobile enabled app developed with 4WD touring route content

Pilot delivery of mobile enabled visitor information (audio/visual/ textural) to provide enriched content on Victoria’s Aboriginal, European and natural history into existing 4WD tour experiences

• Mobile enabled visitor information and interpretation developed for existing icon 4WD tour experiences

Improve accessibility of information on temporary/ seasonal road closures

• Update DELWP, PV and FWDVIC websites to improve linkages to and explanations of the available road closure data

• Move Public Access Map into new mobile enabled product for public use

Develop definitive government 4WD data layer for land manager, 4WDer and private sector access and use

• Definitive 4WD roading and touring route data created within VicMap Transport layer



2.5 Strategic Outcome Five: 4WDers demonstrate respect for cultural, environmental and other values of public land




This strategic outcome aims to promote responsible behaviours and deter irresponsible ones; increase the value and reach of existing education materials and ensure 4WD users understand the significance of public land. This will drive behaviour that is increasingly respectful of cultural, environmental and other values of public land.



Medium term

Long term

FWDVIC continue to promote responsible 4WD behaviours in training, through member contact with the public and through reporting of irresponsible behaviour

• Survey - 75% of FWDVIC members express strong support for Tread Lightly principles

• Survey - 20% increase (medium term) in proportion of FWDVIC members reporting improvement in observed 4WD behaviours in general public

Increase participation by PV/DELWP in 4WD leisure events /shows and uptake of 4WD educational material

• Critical/high value events/shows identified

• Effective and increased participation by PV/DELWP in critical/high value events/shows

4WD owners attitudes and behaviours for public land values quantified and tracked

• Research into 4WD owner attitudes completed

Tread Lightly principles embedded into all relevant 4WD marketing and communications

• Tread Lightly principles viewable in relevant FWDVIC, DELWP and PV publications

• Increased percentage of 4WD industry and 4WD media promoting Tread Lightly principles

4WD compliance coordinated across land tenures with ability for public to effectively report non-compliant behaviour

• DELWP and PV collaborate on 4WD compliance

• Public can effectively report non-compliant behaviour for improved enforcement outcomes



2.6 Strategic Outcome Six: 4WDing is respected as a legitimate recreational pastime





This strategic outcome aims to better promote examples of the positive social, economic and environmental contributions 4WDers can make. Coupled with the increasingly considerate behaviours of 4WDrivers, this will assist the community to have more respect for 4WDriving and to view it as a legitimate and beneficial use of public land.



Medium term

Long term

Social benefits of 4WDing quantified & tracked

• Research completed to quantify the social benefits of 4WDing

Improve currency and accessibility of online 4WD social/ environmental education product

• 4WD education material up to date and accessible on FWDVIC/DELWP/ PV websites

• Ten articles on 4WD activities with a social/ environmental message published/annum

Tap into existing social media platforms to promote positive achievements, volunteering and good news stories

• Ten 4WD good news stories distributed per annum through existing PV, DELWP and FWDVIC social media platforms

Strengthen the 4WD regional reps network to ensure strong partnerships exist at the region level

• Survey - Increasing number of DELWP, PV and FWDVIC regional reps rate their relationship as good

• FWDAC members work with regional reps to reinforce the value of strong relationships

Build stronger partnerships with 4WD media outlets

• Key 4WD media outlets identified and positive relationships established by FWDVIC

• Annual review of key 4WD media outlets reports an increasing proportion of positive stories promoting responsible 4WDing behaviours



2.7 Strategic Outcome Seven: FWDVIC is financially sustainable




• Sustainable solutions

This strategic outcome aims to strengthen FWDVIC’s financial sustainability through development of a clear business model with a focus on increasing commercially earned revenue, increasing its membership and developing strong mutually beneficial partnerships.



Medium term

Long term

Improve attractiveness/ describe the benefits of FWDVIC membership to increase members/broaden representation

• FWDVIC membership broadened and increased by 25%

Present evidence to influential stakeholders of value of 4WDing and partnerships

• Use annual progress report to present as evidence to influential stakeholders

FWDVIC to develop clear business model with strong focus on increasing portion of commercially earned revenue

• Business model finalised

Partnerships formed with industry to increase capacity to deliver priority 4WD projects

• Collaborative partnerships established with industry



2.8 Strategic Outcome Eight: DELWP and PV will adopt innovative and sustainable solutions to support the vision



• Sustainable solutions

This strategic outcome aims to encourage DELWP and PV to explore and adopt innovative and sustainable solutions to support and deliver the Statewide 4WD program, This will be coupled with better promotion of the value of 4WDing to key decision makers.



Medium term

Long term

Share success case studies across PV, DELWP and other partner networks to encourage best practice

• Compile annual report of success case studies for broader distribution across DELWP, PV and FWDVIC networks

Benefits of strategy outcomes are measured and understood by key decision makers

• Compile annual report of progress towards delivering on strategy outcomes and present to key decision makers

Identify projects that may be funded/assisted through alignment with existing initiatives (e.g HPHP, Safer Together, Bioscan) and develop FWDAC short list of projects to submit

• Confirm existing funding initiatives suitable for 4WD related projects

• Shortlisted projects submitted for funding consideration

Explore new resources/ funding (e.g Sponsorship, partnerships, crowdsourcing, fee for service)

• Document potential new sources of funding/revenue to support 4WD program delivery

• Seek department/agency support to pursue identified funding/revenue opportunities

Encourage culture that allows volunteering and partnerships to flourish

• Identify key impediments preventing volunteering from flourishing

• Key impediments removed





Appendix One: Overall Strategy Map

Strategic Vision

4WDing in Victoria provides fantastic benefits for people, communities and nature

Strategic Outcomes

4WDers regard Victoria as the premier 4WD state

Victoria has economic benefit from 4WDing

4WDing provides a range of health and social connections

Victorian 4WD experiences are enriched

Actions

Develop and implement a marketing plan to effectively promote Victoria’s icon 4WD tours

Improve marketing of 4WD opportunities via websites, social media and through Regional Tourism Boards and Visit Victoria

Better promote the benefits of volunteering (first within FWDVIC, DELWP and PV and then externally)

Improve accessibility of 4WD product online and through development of mobile enabled applications and maps

Package nature-based product for 4WDers

Identify key gaps and competitive strengths in Victoria’s 4WD market

Run in-field programs to connect people and nature:Camp Host/Track Clearing/Clean Up the Bush/Adopt a site

Pilot delivery of mobile enabled visitor information (audio/visual/ textural) to provide enriched content on Victoria’s Aboriginal, European and natural history into existing 4WD tour experiences

Build partnership with DEJITR’s Visitor Economy Directorate and Regional Tourism Boards to better promote Victoria as a 4WD destination

Develop regional 4WD touring product (inc for SUV market)

FWDVIC Rural Response Group provide community assistance to regional communities post disaster

Improve accessibility of information on temporary/seasonal road closures

Identify size of 4WD market and economic contribution of 4WDing

Develop rewarding multi-party volunteering opportunities and through new initiative trial the capacity of other partners to lead on ground volunteer projects

Develop definitive government 4WD data layer for land manager, 4WDer and private sector access and use

Build partnerships with 4WD manufacturers/ retailers/4WD hire companies/4WD media to promote 4WD touring opportunities

Principles for how we work Respect Transparency Collaboration Adaptive

Equitability Positive Openness Honesty

Trust Build on existing work

Actions key

Providing 4WD experiences

Effective education

Marketing & communications

Strengthening partnerships

Sustainable solutions



4WDers demonstrate respect for the cultural, environmental and other values of public land

4WDing is respected as legitimate and beneficial

FWDVIC is financially sustainable

DELWP and PV will adopt innovative and sustainable solutions to support the vision

FWDVIC continue to promote responsible 4WD behaviours in training, through member contact with the public and through reporting of irresponsible behaviour

Social benefits of 4WDing quantified & tracked

Improve attractiveness/ describe the benefits of FWDVIC membership to increase members/ broaden representation

Share success case studies across PV, DELWP and other partner networks to encourage best practice

Increase participation by PV/DELWP in 4WD leisure events /shows and uptake of 4WD educational material

Improve currency and accessibility of online 4WD social/environmental education product

Present evidence to influential stakeholders of value of 4WDing and partnerships

Benefits of strategy outcomes are measured and understood by key decision makers

4WD owners attitudes and behaviours for public land values quantified and tracked

Tap into existing social media platforms to promote positive achievements, volunteering and good news stories

FWDVIC to develop clear business model with strong focus on increasing portion of commercially earned revenue

Identify projects that may be funded/assisted through alignment with existing initiatives (e.g HPHP, Safer Together, Bioscan) and develop FWDAC short list of projects to submit

Tread Lightly principles embedded into all relevant 4WD marketing and communications

Strengthen the 4WD regional reps network to ensure strong partnerships exist at the region level

Partnerships formed with industry to increased capacity to deliver priority 4WD projects

Explore new resources/funding (e.g Sponsorship, partnerships, crowdsourcing, fee for service)

4WD compliance coordinated across land tenures with ability for public to effectively report non-compliant behaviour

Build stronger partnerships with 4WD media outlets

Encourage culture that allows volunteering and partnerships to flourish

© The State of Victoria Department of Environment, Land, Water and Planning 2017 This work is licensed under a Creative Commons Attribution 4.0 International licence. You are free to re-use the work under that licence, on the condition that you credit the State of Victoria as author. The licence does not apply to any images, photographs or branding, including the Victorian Coat of Arms, the Victorian Government logo and the Department of Environment, Land, Water and Planning (DELWP) logo. To view a copy of this licence, visit creativecommons.org/licenses/by/4.0/

Printed by Impact Digital, Brunswick.

ISBN 978-1-76047-824-7 (print)

ISBN 978-1-76047-825-4 (pdf/online)

DisclaimerThis publication may be of assistance to you but the State of Victoria and its employees do not guarantee that the publication is without flaw of any kind or is wholly appropriate for your particular purposes and therefore disclaims all liability for any error, loss or other consequence which may arise from you relying on any information in this publication.

AccessibilityIf you would like to receive this publication in an alternative format, please telephone the DELWP Customer Service Centre on 136 186, or email [email protected] via the National Relay Service on 133 677, www.relayservice.com.au. This document is also available on the internet at ffm.vic.gov.au

Documents

Victorian 4WD Strategy-origVictorian 4WD Strategy 2017-2021 5 Department of Environment, Land, Water and Planning With over 8.4 million hectares of public land and an extensive network