The Project

The National Landscapes Program

To be eligible as a National Landscape, a region must demonstrate to the National Landscape Reference Committee a high degree of stakeholder interest and commitment and the potential to meet the National Landscape selection criteria to a very high level.  (The details are in the downloadable presentation Green Cauldron 13.4.11)

The Green Cauldron has met this requirement and has proceeded through the various stages to step 5 – the development of an Experience Development Strategy.

1. Declare regional interest and formation of a local Steering Committee
2. Application Assessment by National Landscapes Reference Committee
3. Destination Branding in partnership with Tourism Australia
4. Launched as a National Landscape
   
5. Experience Development Strategy
6. Experience delivery

The Green Cauldron now needs to prepare an Experience Development Strategy (EDS). This will provide a blue print for developing and improving experiences that meet the needs of Experience Seekers.

The Experience Development Strategy (EDS)

Photo: Ross Corbett

The starting point for the EDS is the brand values and market positioning of the Green Cauldron.  The EDS needs to identify a small number of exceptional and distinctive experiences that can deliver the brand positioning for the Experience Seeker market.

The recommended brand framework for the Green Cauldron is as follows:

• The Brand Promise  Immerse yourself in a mysterious melting pot
• Descriptor An ancient volcanic hotspot, now a Gondwanan rainforest
• Character Truly eclectic

How is the EDS prepared?

Major considerations in planning for the Green Cauldron as a National Landscape are:

• Effective consultation and communication aimed at developing public and private sector and indigenous ownership of the EDS
• Realistic assessment of a small number of current and potential experiences that can deliver on the Green Cauldron brand, where these are delivered or best delivered, and the challenges to be overcome to achieve these
• Identifying journeys that work seamlessly in terms of the trip cycle, travel logistics and accommodation, provision of information and interpretation, and presentation of themes and authentic experiences that encapsulate the distinctive qualities of the region and its people
• Ensuring on-going quality visitor experiences are provided
• A realistic strategy for EDS implementation, including priority actions and workable cooperative management and accountabilities

The experiences will be complemented with stories that can be used to communicate with the consumer and create the connection that will encourage them to see the Green Cauldron as a place to visit over and above other destinations in Australia and beyond.

Central concepts in delivering the EDS will include:

• environmental sustainability
• cultural and social appropriateness
• economic viability
• cooperative management between traditional owners, the tourism industry, conservation sector and government stakeholders

To contribute to the Experience Development Strategy document, click

Draft Australias Green Cauldron Experience Development Strategy

 The EDS process & timeline

1. Inception meeting and preliminary visit	August 2011
2. Background information review	August – September
3. Phase 1 consultation Destination positioning workshop with Steering Committee Field visits and meetings aimed at gaining understanding of the range of experiences on offer and diversity of the destination	September 23-30
4. Phase 2 consultation Stakeholder workshops to ensure understanding of the National Landscape, destination positioning and the EDS and to seek input in relation to the range of experiences on offer and new and improved opportunities Field meetings to look at some opportunities in more depth	October 17-20
5. Information analysis and experiences assessment	October – November
6. Presentation of key concepts and platforms for the EDS Power-point uploaded to website for comment Stakeholders workshop presentations Steering committee workshop	November 21-24
7. Draft EDS developed for distribution and comment by Steering Committee	to February 15
8. Comment period draft EDS	March 15 to April 30
9. Final EDS	May 2012