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Project Management

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Description Of Product
Mudgee is a charming historic town and a popular destination for wine enthusiasts keen to sample its award-winning reds and whites. From its many wineries and national parks to markets, festivals and activities for the kids, Mudgee has much to offer.

Mudgee is an elegant and historic country town, set in the scenic, natural setting of the Cudgegong Valley, 282 km north-west of Sydney. From the fertile farmland surrounds comes great local produce available at cafés and restaurants in town, farm gate sales and gourmet food outlets. With a continuous history of winemaking since the 1850s, Mudgee is the third largest grape-producing region in NSW. Taste fine wines in any of the region's cellar doors.
Mudgee has a rich pastoral history that's reflected in its heritage streetscapes which are wide and tree-lined, perfect for meandering walks. Gaze up at the night skies at the Mudgee Observatory, or book a daytime session to view the sun.
Perched in a valley between rolling hills, Mudgee is secluded within its natural surroundings. Explore the western edges of Wollemi National Park, home to the Wollemi pine, one of the world's oldest and rarest plants. Visit Dunns Swamp and discover the region’s sandstone canyons and tiered rock formations on a waterway cruise or a hired canoe. Take a walk around the waterways to see birdlife, native animals and significant Aboriginal caves and art sites.

Food and wine in Mudgee
Mudgees temperate climate allows for the slow ripening of grapes, producing red wines of great intensity, depth and flavour. The region produces great chardonnay and has a reputation for crafting cabernet sauvignon and shiraz of great character; recent years has also seen success with sangiovese, barbera and zinfandel.
Compare wine varieties at Logan Wines award-winning cellar door and others around Mudgee. Several of the regions best wineries also run top restaurants including di Lusso, Lowe Wines, Moothi Estate Vineyards and Robert Oatley Vineyards.
Great Mudgee dining options include Roths Wine Bar which serves a good selection of local wines and modern Australian share plates. The Wineglass Bar & Grill offers a regularly-changing menu focused on fresh local produce. The Butcher Shop Caf offers great coffee and breakfasts, while Market Street Caf and Outside the Square Caf are popular choices for casual dining.
For fresh local produce under one roof visit the Mudgee Corner Store or the Mudgee Fine Food Farmers Markets on the third Saturday of each month. The High Valley Wine & Cheese Co. is a cheese factory, caf and cellar door in one. The Saffron Kitchen in Rylstone sells a creative range of award-winning saffron products

Must Do * Dine in Mudgee's restaurants * Mudgee Fine Food Farmers Markets * Mudgee Wine and Food Festival * Roth's Wine Bar * The Zin House * Mudgee Brewing Company * Mudgee Corner Store * Heritage buildings

The following buildings are listed on the Register of the National Estate * Havilah 1870, and Chapel, 1905 * Burrundulla, circa 1865 * Railway Station, designed by John Whitton, 1884 * St Mary's Catholic Church, attributed to Edward Gell, 1857 * Post Office, designed by Colonial Architect Alexander Dawson, 1860 * Police Station and Stables, circa 1860 * Court House, 1861 * Public School

Churches * St Mary's Catholic Church * St John's Anglican Church * Mudgee Uniting Church * St Paul's Presbyterian Church * Frontline Assemblies of God * Salvation Army * Seventh Day Adventist Church
Schools and colleges * Mudgee High School * St Matthews Catholic School * Mudgee Public School * Cudgegong Valley Public School * Mudgee College (TAFE)

Medical and allied health facilities * Mudgee District Hospital * Mudgee Psychology * Mudgee Family Chiropractic * Mudgee Radiology * Mudgee Medical Centre

Climate
Mudgee has a warm temperate climate, that borders on a humid subtropical climate. Summers are hot with frequent thunderstorms, however nighttime temperatures are still cool. Winters are cool, with frosty mornings and sunny days, interspersed with periods of heavy rain and occasionally even snow. Rainfall is moderate and falls fairly evenly all year round, with a slight peak in summer. Extreme temperatures have ranged from 42.5 °C (108.0 °F) to -8.3 °C (17.1 °F). The highest montly rainfall ever recorded was 303.2 mm (11.9 in) of rain in March 1926. Mudgee gets 113.0 clear days, annually.

How To Get Here
The Mudgee Region is located 270 km north west from Sydney, NSW. Elevation 454m (1490 ft). The region is home to 22,000 people whose median age is 41 years. The region includes the historic towns of Gulgong, Kandos, Mudgee and Rylstone.
Our Climate:Mean Max. Temperature: 23.0°C (73°F) Mean Min. Temperature: 8.3°C (47°F) Annual Rainfall: 673.9 mm (26.5 in) * By Rail:
Coach services link with the Sydney Rail Network at Litghow, 7 days a week. Call TrainLink 13 22 32 or visit www.nsw.trainlink.info/. TrainLink tickets are sold at the Mudgee Visitors Centre 02 6372 1020. * By Air:
Enjoy the comfort of the British Aerospace Jestream 32 aircraft with a 45 minute flight to Mudgee or Sydney with FlyPelican. Early morning and evening daily services that is convenient for both business and pleasure travellers wanting to make day-return trips with the addition of a Sunday afternoon flight to give greater flexibility.

* From Sydney:
Take the Great Western Highway through the Blue Mountains or follow the Bells Line of Road to Lithgow. The turn off for Mudgee is just past Lithgow (look out for sign and exit on your left). Allow about 3.5hours of drving time (maybe a little more in peak hours). visit www.whereis.com.au to get your preferred directions. * From Newcastle:
Take the stunning and fully sealed Bylong Valley Way www.bylongvalleyway.com.au. A 4 hour drive via Maitland, Denman and Sandy Hollow, turn at Sandy Hollow and experience the village of Bylong, Rylstone or Wollar before arriving in Mudgee. Alternatively, take the road via Merriwa and Ulan to Gulgong or Mudgee. * From Canberra:
5 hours via Yass, Cowra and Wellington or via Cowra and Bathurst or approximately 5 hours via the scenic The Tablelands Way www.tablelandsway.com.au through Goublurn, Crookwell and Oberon to Bathurst, then Wattle Flat, Sofala and Mudgee. The road is fully sealed. * From Tamworth:
A 4 hour drive through beautiful countryside on the New England Highway via Scone, Muswellbrook, Denman and Merriwa, turn off the Golden Highway onto Ulan Road through Gulgong or Mudgee.

Visitors’ statistics according to MRTI Quarterly Report April to June 2015

The origin of visitors who sought in-person services from Mudgee Region Visitor Information Centres were proportioned as follows: Regional NSW (42%), Sydney Region (35%), Interstate (19%), an unknown portion who did not provide post code details (1%) and International (3%).

Regional NSW
Largest portions of Regional NSW visitors were from Far West (21%), Newcastle (20%) and Wollongong (12%). Total 13,272 visitors.
Sydney Region
Largest portion of Sydney Region visitors were from Sydney South (18%), North Shore (17%) and Hills District (16%). Total 9,784 visitors.
Interstate
Largest portions of Interstate visitors were from Regional Tasmania (32%), Brisbane (19%) and Regional Victoria (13%). Total 5,479 visitors.
International
Largest portions of International visitors were from UK (32%), Europe (26%) and USA/Canada (16%). Total 1,421 visitors.

| Apr-Jun 2015 | Apr-Jun 2014 | Telephone Enquiries | VICs | 2511 | 2707 | Website | Unique Visitors | 127379 | 71947 | Page Views | 241699 | 184956 |

There was a significant increase in unique visitors to website (77%) and overall page views (31%) compared to same period last year.

Telephone enquiries and visits of the website of Mudgee Regional Tourism Inc. www.visitmudgeeregion.com.au:

Visitors to Mudgee region expected:
• ‘Tour around and explore’ (67%)
• ‘Relaxation’ (55%)
• ‘Spend time with partner/family/friends’ (55%)
• ‘Chance to discover or learn something new’ (47%)
• ‘Good shopping’ (46%)
• ‘Try wine and cheese’ (44%)

Our strategy for discovering current and potential customer wants, needs and desires in relation to our product
We will do a market research in order to find out needs and wants of visitors of the Mudgee region. It will consist of: * Contacting managers and owners of local businesses (hotels, shops, wineries etc.) – we will ask for the feedback and complaints they get from their customers and analyse it * Preparing a survey for visitors that will be distributed among local businesses and also in the website * Following travellers’ portals and forums (TripAdvisor) to find out what visitors have to say about their experience * Analysing statistic data from annual and quarterly reports of Mudgee Regional Tourism Inc. and Council, Destination NSW and Tourism Australia * Interacting with potential visitors by live chat on the website.

External and internal issues that have impact on the successful marketing of the destination
External issues: * Coping with a Turbulent Economy. Recent national and international economic events have drastically affected every part of the Travel and Tourism Industry. Different segments have been affected in different ways, so it is important to understand how each segment is reacting to current economic uncertainties. While there are a number of source for identifying national/ regional trends, how the changing economy affects individual communities generally requires specialized research which is specific to that destination. * The Internet. Increasingly, potential visitors are using web-based resources to make key travel decisions. It is important to understand what percentage of visitors are using the Internet and for what purposes, e.g., are they selecting a destination to visit, or are they searching for what to do after they arrive? A DMO’s webmaster must insure that its website is not only current, but also reflects an image that is consistent with the destination’s overall promotional, advertising, and marketing strategies. * Lack of infrastructure – need to build more road * Lack of airline connection – only one airline and only to Sydney * NSW Government and Tourism NSW are not focused on this area * Tough competition – competitors like Hunter Valley and Orange * Regulatory issues - regulatory agencies such as the Food and Drug Administration, Federal Trade Commission and Securities and Exchange Commission impose restrictions on marketers in various industries, such as healthcare, food and drinks and finance * Ethical issues in marketing include overcharging a client for services rendered; making untrue product claims; using offensive marketing tactics and being culturally insensitive; and degrading your competitors.
Internal issues: * Clash of Business Philosophies. In many mature destinations, there seems to be a clash between “old school” and “new school” business philosophies. Decisions on developing strategies for what is best for the long-term growth of all involved must be crafted without alienating traditionally important business segments. * Lack of communication * Lack of money * Unclear objectives: it is critical to promote community consensus on accurate and timely measures of economic success: number of visitors, visitor spending, inquiry conversion rates, economic impact, ROI, employment in key segments, tourism/sales taxes, etc.
Objectives we want to achieve
The current objectives are to: * Develop and execute targeted destination marketing campaigns in line with brand standards to increase visitation year-on- year, aiming to achieve Top Five visited regional NSW tourism destinations by 2020 (as recorded by Destination NSW) * Increase the visitor economy spend and align with Central NSW Destination Management Plan and Mid-Western Regional Council’s Community Plan – Towards 2030 * Deliver an unforgettable experience for visitors to the region, promote repeat visitation * Build media exposure and work with appointed agency to continue to increase journalist visits and, therefore, broad coverage of our region (both online and offline) * Promote the region through at least four targeted events outside of the region, as well as support local tourism events

http://www.destinationnsw.com.au/tourism/facts-and-figures/state-tourism-statistics http://www.visitmudgeeregion.com.au/ http://www.tripadvisor.com.au/ShowTopic-g255060-i122-k2836618-Getting_to_Mudgee-Sydney_New_South_Wales.html http://www.weatherzone.com.au/nsw/central-tablelands/mudgee http://skift.com/2014/07/25/the-20-trends-destinations-need-to-understand-to-compete-for-tourists/ http://www.tourism.australia.com/media/itineraries-9712.aspx http://www.tra.gov.au/statistics.html

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