PEMBERTON STRATEGIC PLAN · Pemberton Strategic Plan 2015–2020 5 Background to Pemberton Overview...

PEMBERTON

STRATEGIC PLAN

1 January 2015 to 31 December 2020

Pemberton Strategic Plan 2015–2020

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Contents

Contents .................................................................................................................... 2

Purpose of the Strategic Plan ................................................................................. 3

Vision ........................................................................................................................ 4

Key Goals and Guiding Principles .......................................................................... 4

Background to Pemberton ...................................................................................... 5

Method .................................................................................................................... 10

Theoretical Context ................................................................................................ 11

Situational Analysis ............................................................................................... 12

SWOT Analysis ....................................................................................................... 13

Action Plan for 2015–2020 ..................................................................................... 15

Next Steps ............................................................................................................... 26

Workshop Attendees ............................................................................................. 27

List of Acronyms/Abbreviations ........................................................................... 28


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Purpose of the Strategic Plan

In July 2014, the Pemberton Chamber of Commerce and Industry (‘PCCI’) and the

Pemberton Community Resource Centre (‘CRC’) hosted a presentation from John

Stanley Associates titled ‘Pemberton: Home Town, Clone Town or Ghost Town?’

and attended by 55 people.

The consensus from the meeting was that a strategic plan for Pemberton should be

developed, which would provide guidance for decisions relating to the town’s

development in the short to medium term (three to five years).

This plan was designed using a ‘grass-roots’ and ‘bottom-up’ process that was

deliberately ‘Pemberton-focused’, as opposed to repeating existing Strategic Plans

from the Shire of Manjimup or other regional development organisations.


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Vision

‘A sustainable and resilient community.’

Our vision for Pemberton encompasses:

Key Goals and Guiding Principles

Overall

Develop Pemberton as a destination for agriculture, tourism, existing local

industries (e.g. forestry) and retirement.

Improve the co-ordination of events and projects in Pemberton.

Improve the overall marketing of Pemberton.

Protect and conserve the area’s natural environment, including agricultural

land and water resources.

Aim for sustainable population growth in order to continue to provide desirable

services and facilities for residents and visitors.

Town planning and heritage values

Retain Pemberton’s heritage values and the village charm and feel of the town when

considering town planning decisions for Pemberton.

Business development

Encourage shared business responsibility for adequate service provision of

restaurants and other matters in Pemberton.

Community

Support cohesive planning and organisation of events, projects and marketing of

Pemberton via creation of a ‘community co-ordinator’ position. Seek funding options

from the Shire of Manjimup, local community groups and grant funding for this

position.

Technology and telecommunications

Improve communication infrastructure e.g. mobile and ADSL services.

Tourism and related marketing

Support development of the Pemberton Trails Hub destination concept.

Arts and culture

Encourage further development of the art movement within Pemberton with

consideration of the town’s heritage values and town planning initiatives.


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Background to Pemberton

Overview

Pemberton lies at the heart of the Karri Forest in the lower South West of Western

Australia. The picturesque town nestles in a peaceful valley surrounded by Karri

forest and lush pasture. It is situated approximately 330 kilometres south of Perth,

160 kilometres south-east of Bunbury and 30 kilometres south of Manjimup.

Following an expedition to the area in 1861 by Edward Reveley Brockman, his

brother-in-law Gerald de Courcy Lefroy and his uncle Pemberton Walcott, in 1862

Brockman established Warren House homestead and station on the Warren River.

Walcott, after whom the town would be named, established Karri Dale farm on the

northern outskirts of the later townsite, and Lefroy established a farm and flour mill

on Lefroy Brook. The town of Pemberton as it is now known was proclaimed in 1912

with the opening of the first timber sawmill. The 1920s to 1940s saw the Group

Settlement Dairy Farm Scheme.

As well as being the centre of strong horticulture, timber and emerging viticulture

industries, Pemberton is renowned for its tourism industry. While the timber industry

still continues in Pemberton, other industries such as agriculture, aquaculture and

viticulture are also present. Due to its cross-section of fertile soil types, Pemberton

produces a diverse range of crops such as avocados, olives, potatoes and berries as

well as a range of other crops for the region.

Since the turn of this century, tourism has further developed to be a major income

source for the town. The renowned natural environment in and around Pemberton

acts as a tourist drawcard and includes the climbing trees, national parks,

experiential-based outdoor activities (hiking, canoeing and cycling), wineries, high

class and family oriented accommodation, and scenic tours.

Population

Pemberton is part of the Shire of Manjimup. The Shire of Manjimup is made up of

four main towns: Manjimup, Pemberton, Northcliffe and Walpole; five settlements:

Deanmill, Jardee, Palgarup, Quinninup and Windy Harbour; plus a number of

localities. There are significant distances between the towns overseen by the Shire’s

governance.

According to ‘Quick Statistics’ from the 2011 Census, Pemberton town has a

population of 1,013 (2006: 757) and the 6260 postcode area had a population of

1,542 (2006: 1,484). The ABS statistics also show that numbers in the Shire of

Manjimup grew from just under 9,800 in 2006 to approximately 10,098 in 2011.

Manjimup itself has been identified as a SuperTown (regional growth centre) and

therefore numbers are expected to rise even more significantly over the next twenty

to fifty years.

https://en.wikipedia.org/wiki/Warren_River_%28Western_Australia%29


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It is anticipated that Pemberton attractiveness as a place to live and invest will

benefit from the Manjimup SuperTown project. Over time this will see a gradual

increase in the Pemberton population and CBD. What effect that has on Pemberton

will rely in part on how the Shire strategically plans for its future infrastructure and

whether it includes Pemberton in its future development.

Diagram: Shire of Manjimup

Regional Population Growth, Australia (Australian Bureau of Statistics) 2012.

Estimated Resident Population, Local Government Areas, Western Australia 2006–2011

Industry

The most significant industries operating in the area are:

Tourism, including tours, accommodation and catering

timber milling

viticulture

land management

broad acre agriculture, aquaculture and intensive horticulture

local services to the general public.

Education

Pemberton District High School

The Pemberton District High School was established to provide education tailored to

meet the needs of the Pemberton community within the Warren Blackwood

Education District. The buildings are set amongst the Karri tree forest and are built of

rammed earth, in keeping with the natural environment. PDHS caters for the

education of children from Kindergarten to Year Ten. The school is currently


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enrolling students in Year 11 who are on individual pathways and whose needs are

not necessarily best met by big Senior High Schools.

PDHS is renowned for its whole school approach to teaching of philosophy for

children, social skills and learning technologies. Recently PDHS has been

recognised for its work in the areas of Boys in Education and extra-curricular

activities.

The school is supported by its positive reputation and regularly contributes to

community activities. Connections with community groups are welcomed and the

school acknowledges that fostering connections can be a significant protective

resource that contributes to building resilience of its students. The school has a

focus on using local content to engage students in authentic learning experiences

and to help them make connections between local, state, national and global events.

There are a significant proportion of environmentally conscious residents in the

community whose support enhances the school initiatives and programs. The school

currently has approximately 180 students enrolled. This number has increased from

147 students in 2007.

St Joseph’s School

St Joseph’s Catholic school offers education to children from Kindergarten to Year 6.

Steeped in the history of the Sisters of St Joseph, the students work together in

small class groups. St Joseph’s offer specialist subject areas at the school, including

sport, science and the arts.

Through a small mix of class groups, the staff maintain positive relationships with the

students and work hard to uphold the mantra ‘Every student matters every day and

all children can be high achievers’. Over the past two years, the school has

embarked on direct instruction lessons to further improve the literacy and numeracy

of all children. The school also offers Pre-Kindy sessions for those children who have

turned three years of age.

St Joseph’s continues to have a very active Parents and Friend’s Association who

continue to not only fundraise within the school but also provide opportunities for

parents to interact with one another through social events.

Pemberton Camp School

The Pemberton Camp School is a WA Department of Education residential camp

school that provides programmes for school children. Teachers bring their classes to

the camp school for stays such as five days/four nights. Students undertake outdoor

education and environmental programmes with a strong focus on leadership and

team building.

The camp school staff working with teachers enable kids to access local trails and

activities such as mountain biking, bushwalking, canoeing and environmental

education.


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Environment

The Shire of Manjimup covers an area of 7,028 square kilometres of which 82.7% of

the land within the Shire is state forest, national park or reserve with only 17.3% as

private freehold land. The Southern Forests that surround Manjimup have

agricultural land dotted within tall stands of magnificent Karri trees. These journey

their way further south towards the timber town of Pemberton. The forests get thicker

nearer Pemberton where virgin Karri trees up to 300 years old protect an amazing

collection of forest flora and fauna.

The Karri tree (Eucalyptus diversicolor) grows up to 80 metres high, making it the

tallest tree in Western Australia and one of the tallest in the world. Karri has a long,

straight trunk with smooth bark in shades of pink, orange, grey and white that is shed

each year. Karri produces white flowers in spring and has relatively few leafy upper

branches that are arranged in distinctive broccoli-shaped clusters. Flowering Karri

trees attract a range of other flora and fauna that are either protected by the canopy

or feed on the pollen, nectar and blossoms these giants produce.

The Pemberton region is part of a wider area considered to be a biodiversity hotspot.

Protecting the environment in this area is a priority for the Shire of Manjimup. The

Shire’s Strategic Community Plan 2012–2022 states that ‘We value, and work to

nurture and enhance, our natural environment and prioritise protection of our natural

resources and landscape in all our endeavours’. The council states that it intends to

ensure greater involvement in sustainable natural resource management and an

undertaking to plan and manage urban growth, land use and provision of

infrastructure to minimise adverse environmental effects. They believe that a failure

to meet these objectives ‘may cause widespread destruction of the natural

environment that leads to the breakdown of natural ecosystems, species extinction,

adverse human health impacts, and ultimately to a loss of lifestyle values for

residents in the south west’ (Draft State of the Environment Report WA 2006).

Technology

Advancing technology will provide regional communities with greater support and

access to a range of services and opportunities. Hence distance will no longer be the

barrier as known today. In the future there will be greater use of e-health, e-learning

and e-business services and much less reliance on infrastructure support to access

these services. The Federal Government’s National Digital Economy Strategy

(http://www.nbn.gov.au/the-vision/digitaleconomystrategy/) and National Broadband

Network, rolling out across Australia over the next few years, is deemed to play a

significant role in contributing to these alternative access options to regional

communities such as Pemberton.

Pemberton is nominated to receive optic fibre/fixed wireless sometime over the next

few years. In the meantime it is serviced predominantly by ADSL, satellite and

wireless broadband.

http://www.nbn.gov.au/the-vision/digitaleconomystrategy/


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Community

The town of Pemberton is well supported by a variety of community groups and

services. Examples of these are shown in the following table:

Community Group/Service Brief Description

Little Taddies Childcare

Pemberton Aged

Accommodation

Provides and maintains aged accommodation facilities

Pemberton Arts Group Local art exhibitions

Pemberton Chamber of

Commerce and Industry

Represents local business and community groups on

issues relevant to the development of Pemberton

Pemberton Community Arts Pemberton Film Society, music classes, art and craft

classes

Pemberton Community

Resource Centre

Provides a range of community services

Pemberton CWA Country Women’s Association

Pemberton Hospital Hospital services

Pemberton Hydro Energy

Association

Manages Pemberton’s hydro power station on the Lefroy

Brook

Pemberton Library Community library

Pemberton Medical Centre GP services

Pemberton Photography Club Photography meetings and competitions

Pemberton Playgroup Provides playtime to babies and pre-schoolers and

support for the mothers of Pemberton

Pemberton RSL Sub-branch Organisation of Returned Soldiers League – offers kinship

and other services

Pemberton Sports Club Community facility and host for local sports clubs

Pemberton Visitor Centre Provides information and assistance to visitors of

Pemberton

Vic Conte Community Garden

Pemberton

Sustainable gardening practices done by and for the

community


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Method

In July 2014, the PCCI and the CRC hosted a presentation from John Stanley

Associates titled ‘Pemberton: Home Town, Clone Town or Ghost Town?’.

This presentation was designed to challenge the status quo of the approach to

business development in Pemberton and encourage new ideas.

Following this presentation, a working group of 12 people met to arrange a follow up

workshop session, again facilitated by John Stanley Associates, which was to take

the first steps towards creating an inclusive strategic plan for Pemberton.

On Tuesday 25 November 2014 a group of 21 Pemberton residents and

stakeholders met to start developing this plan. The key questions tackled were:

Where is Pemberton now?

Where does it want to be?

How will it get there?

This plan was designed using a ‘grass-roots’ and ‘bottom-up’ process that was

deliberately ‘Pemberton-focused’, as opposed to using existing Strategic Plans from

the Shire of Manjimup or other regional development organisations.

The first draft of this strategic plan was the outcome of that workshop, and was

presented to PCCI members on 16 December 2014. Feedback and comments from

that meeting were discussed by the working group and incorporated into a second

draft of the strategic plan, which was made available for public comment in February

2015, culminating in an open community meeting on 19 March 2015.

Final comments presented at that meeting have been incorporated into the final

version of the strategic plan.


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Theoretical Context

In his presentation, John Stanley Associates identified ten key factors to

developing a ‘home town’ community.

1 – Business community and council working towards the same goals:

Web portal for information e.g. Everything Nannup.

39 things to do in Pemberton?

2 – Farmers markets and community gardens:

Farmers markets should be weekly.

Food tourism is the number one driver of tourism visitor growth in Australia.

Garden tourism is the number two driver, but these tourists are the big

spenders.

3 – Regular festivals and events:

Idea of four annual festivals (issue of how to attract new and younger blood

and ideas).

4 – Vibrant coffee culture.

5 – Towns need ‘Daymakers’, not salespeople.

6 – Retailer networking to keep $ local.

7 – Family friendly facilities.

8 – Right mix of retail activities and shop windows:

Cannot have boarded up shop windows. Use competitions?

9 – Bricks and clicks business community (i.e. both a shop-front and on-line

presence).

10 – A business community that measures standards:

For example, a mystery shopper audit or other measurement techniques.


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Situational Analysis

What is Pemberton’s unique selling point? Below are the comments from the

workshop groups.

Group 1

Overall: adventure tourism, national parks, food and wine.

Tourists: adventure, national parks, food and wine, Big Brook Dam, trees, forest,

tracks and trails, dunes, Donnelly cruises, Windy Harbour.

Locals: forest, food and wine, rivers, events, art, heritage, health services, IGA,

sports.

Group 2

Nature, food and wine, activities, good services in town, wildflowers, tram, fishing,

water attractions, self-drive trails, picnics.

Group 3

Fishing, Goblin Swamp, dunes, trees, tours, Foragers, Big Brook Dam, mountain

bike trails, wineries, photographic opportunities, trails, berry farm, art, Australia Day

at Pemberton Pool, get married in Pemberton.

Group 4

Trees, unparalleled natural experience, adventure, freshwater, farming, climate,

green, destination not drive-through, hidden surprise.


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SWOT Analysis

Strengths

Local produce

Diversity of experiences in the area

Diversity of the environment

Natural beautiful environment, including national parks and state forests

Nature biodiversity

Nationally recognised mountain bike park

Pemberton DHS one of the best public schools in WA

Centrally located in South West (halfway between Margaret River and Albany)

Village feel

Mill houses/Mill town

Community spirit

Welcoming and safe image

People friendly and inclusive

Local schooling available to Kindy to Year 10

Streetscape

Pemberton app

Day time activities

Food basket/wine area

Investment, e.g. new pharmacy and medical centre

Climate

Mill tours

Value for money

Change from city

Intra state market

Tours

Soil clean and green

Wildflowers

Proximity to Perth, Manjimup and coast

Camping options

Woodwork

Swimming pool

Heritage of old families

Weaknesses

Technology

Lack of communication and co-operation between businesses and groups

Reluctance to consider change

Resistance to diversity

Entertainment options for e.g. kids and teenagers

Limited funds for marketing

Lack of specialist/crisis services

Distance from Perth

Demographics

Night time activities, e.g. restaurants

Communication e.g. Wi-Fi, internet, telephone, mobile connection

Silo mentality

Advertising/marketing

Fear of failing

Investment

Conference facilities

Finance

Seen as drive-through destination

Park passes

Flies

Population

Light industrial

Smoke from fires, natural events

Seasonal road closures

Very few backpackers as tourists, mainly working

Old families

Unsustainable tourist numbers

No new products

Lack of high quality accommodation options


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Opportunities

Work closely with other towns e.g. Margaret River, Busselton, Albany to bring people into the region

Market co-operatively

Business groups in town need to work together to promote whole destination, not just one business

New Southern Forests website

Southern Forests marketing

International tourism numbers

Nature based travellers

Garden tourism

Re-open museum at PVC

Community kitchen

Local produce

Food—promotion, restaurants

Entertainment

Festivals/events

Free wireless internet in main street

Hub website

‘Picnic baskets’

Gum boot idea (‘Pemby Puddlers’)

Zip-lining

Adventure tours, e.g. trails, Pemberton trail hub, wine, food, art, sculptures, walking

Farmers markets

Busselton airport development

Log fires in winter

Southern Forests Food Council

Mountain bike park

Outdoor concerts

Pemberton produce co-operative

Backpackers

Sport

Work available

Housing market

Cultural tourism

Men’s shed

New residents

Creation of equivalent of ‘Great Ocean Road’ via Pemberton

Threats

Competition from other areas

No direction for CBD

Customer service standards

Declining tourism

Revitalisation of tourism infrastructure and heritage areas

Location of PVC/CRC

Urban sprawl

Closure of mill

Bushfires, other natural disasters

Businesses failing due to lack of local support

Silos

Loss of integrity

Snakes

Conflicting demand for land use

Mining

Lack of money for marketing

Low cost carriers assist overseas travel

Drying climate

Water security

Online tourism booking

Too many beds

Not enough beds

Pet friendly camping

Young people leaving town or won’t work for wages

Dieback disease


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Action Plan for 2015–2020

Section 1 – Town planning and heritage values

Project 1.1 Heritage values in town planning High priority

Goal Retain charm/village feel.

How Retain heritage buildings and frontages where possible.

Include this as part of forthcoming town planning strategy and heritage trail plan.

Desired Outcome

Visitors feel they have arrived at a traditional Australian mill town.

Develop a ‘town colour scheme’.

Estimated Timeframe

Ongoing but include in town planning strategy by 30 June 2016.

Who Future heritage society with support from the Shire of Manjimup and local businesses.

Estimated Cost/Source

N/A

Project 1.2 Redevelopment of deteriorating town infrastructure

High priority

Goal Engage with the Shire of Manjimup to successfully develop deteriorating infrastructure sites in Pemberton. Suggestions include:

1 – Vibrant community hub on old school site (or other appropriate location) with facility to include scope for a community bank. (See point 2.2)

2 – Redevelop RSL site for retail/ commercial opportunities.

3 – Consider potential site for art precinct. (See point 6.2)

How Shire of Manjimup to obtain title to land on old school site.

Identify best location in Pemberton for a community hub facility.

If chosen, remove and create new community hub facility on old school site.

Demolish RSL library and playgroup and new build on site with private investment.

Desired Outcome

Central point in Pemberton for all information for community and visitors.

Include CRC, library, visitor info, community bank, shared facility/meeting room for other community groups (e.g. RSL, artists).

Where possible retain important heritage aspects in any development.

Include large shared space for various groups.

Retain display space for heritage/ museum.

Consider space for commercial interests.

Estimated Timeframe

Plans agreed with community by 2017; funding sourced by 2020.

Who Shire of Manjimup and CRC.


$2.5 million / R4R, Shire of Manjimup, federal grants, CRC, SWDC.


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Project 1.3 Infrastructure and services for RV users High priority

Goal Make Pemberton an ‘RV friendly town’ to attract the growing number of RV users.

How Requisite infrastructure and services to be created/available in Pemberton, e.g. free dump point, turning circle, water availability, access to public WCs, improved signage.

Desired Outcome

Achieve RV friendly status for Pemberton.

Estimated Timeframe

By 30 June 2017.

Who Shire of Manjimup and the PVC.


$100,000 / Shire of Manjimup and R4R.

Project 1.4 Streetscape Medium priority

Goal Complete main street streetscape development.

In short term:

1 – develop pub carpark

2 – fix broken pavers and install bollards/cycle racks

3 – construct town entry statements.

In medium term:

1 – art walkway to link town centre with pool and mountain bike trails

2 – turning circle. (See point 1.3)

How Ensure work is completed regarding paving issues, bollards, seating, signage.

Retain as part of long term streetscape plan.

Consider best funding and solutions for entry statements (Shire, local, SFFC).

Build walkway from town centre on main street to pool area

(part of Tourism Futures document).

Desired Outcome

Area to have consistent feel with existing artscape in main street.

Entry statements to have consistent feel with existing artscape.

Link centre of town with pool and MTB tracks (key tourist precinct).

Estimated Timeframe

Short term items allocated by 30 June 2015.

Medium term items planned for 2017–2018.

Who Shire of Manjimup, Streetscape Committee (Town Centre Revitalisation Committee).


$270,000 for short-term projects from Shire of Manjimup approved budgets.


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Project 1.5 Light Industrial Area (LIA) Medium priority

Goal Thriving LIA in correct location in or near Pemberton.

How Select most appropriate location based on discussions between the LGA and local stakeholders.

Include this as part of the Shire of Manjimup’s forthcoming town planning strategy.

Desired Outcome

Create LIA in suitable location with and initial 12 lots with scope for later expansion.

Estimated Timeframe

Initial phase completed by 31 December 2018.

Who Shire of Manjimup, the PCCI and local businesses.

Private $ site by site basis.


$100,000 for initial development from R4R.

Private site investment.

Project 1.6 Aged Care Facilities Low priority

Goal Improved aged accommodation facilities.

How Identify funding and land opportunities.

Desired Outcome

Provide more options for aged accommodation, increasing available units to approximately 30 (currently 14)

Estimated Timeframe

Additional plans completed by 31 December 2017.

Who This project is already being led by the Pemberton Aged Accommodation Association.


$3 million / state and federal funding.

Project 1.7 Develop new sub-divisions Low priority

Goal Improve use of new sub-divisions in townsite.

How Enhanced town planning including ‘R code’ changes.

Desired Outcome

Better use of in-fill and higher-density housing.

Estimated Timeframe

June 2017

Who Shire of Manjimup


Part of approved Shire planning budget.


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Section 2 – Business Development

Topic 2.1 Cohesive service provision High priority

Goal Create a more cohesive and innovative approach to the provision of restaurant and other related services in Pemberton. (See points 3.1+3.3)

How Restaurant businesses to work closely together to provide suitable coverage for visitors over busy periods and avoid over-supply during quiet periods.

Consider short-term solutions for busy periods e.g. pop-ups, picnic items, community kitchen. Consider ‘signature dishes’ for restaurants.

Support development of new food outlets.

Desired Outcome

Visitors are offered a suitable range of restaurant services at all times.

Estimated Timeframe

By early 2016.

Who PCCI, private businesses.


$1,000 / PCCI.

Topic 2.2 Community Bank High priority

Goal Create a community bank for Pemberton

How Work with e.g. Bendigo to create a bank in which the community invests and from which a share of surpluses are put back into the community.

Locate the bank or agency in a community hub facility.

Desired Outcome

Creation of a bank in which the community invests and from which a share of surpluses are put back into the community.

Have the bank operate a full counter service with specific times for other products e.g. lending.

Estimated Timeframe

Commence discussions with banks in 2015.

Agency to open by 2018.

Who PCCI and CRC to lead.


$20,000 for set up of agency.

Fund to come from CRC, PCCI and crowd funding sources.

Topic 2.3 Shop-local Low priority

Goal Develop ways to encourage a shop-local culture.

How Improve awareness of services and products available in Pemberton/Shire.

Develop relevant staff training pathways.

Consider a Pemberton loyalty shopping card.

Desired Outcome

Increased local spend by residents and businesses.

Estimated Timeframe

Commence during 2016.

Who PCCI and private businesses.


$1,000 / PCCI or crowd funding sources.


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Section 3 – Community

Topic 3.1 Community Co-ordinator Position High priority

Goal Employ a ‘community co-ordinator’ to undertake community projects, assist with cohesive planning and organisation of events and undertake relevant town-wide marketing activities.

How Secure funding from a range of local groups and agree on which existing or new organisation should employ and administer this role.

Desired Outcome

Increased awareness and support and success of local events and initiatives.

Enhanced marketing strategies for Pemberton.

Improved communication between local groups and businesses.

Better community response to requests for feedback.

Estimated Timeframe

To secure funding to commence position by 1 July 2016.



$30,000 per annum for 20–25 hours per week / PCCI, CRC, PVC, PWRA, PAA, grants.

Topic 3.2 Community awareness High priority

Goal Achieve stronger and more cohesive awareness, promotion and support of events, projects and initiatives in Pemberton.

Co-ordinate a stronger and swifter response to requests for community feedback such as the Heritage Trails plan.

Achieve stronger marketing outcomes for Pemberton.

How Community to employ ‘community co-ordinator’ to effectively and innovatively market and support events, projects and initiatives in Pemberton. (See point 3.1)

Desired Outcome

Increased awareness and support and success of local events and initiatives.

Better community response to requests for feedback.

Estimated Timeframe

Start during 2016.



To be co-ordinated by community co-ordinator.

Jointly funded by Shire of Manjimup, CRC, PVC, PCCI other local groups.


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Topic 3.3 Local produce High priority

Goal Improve access to local Southern Forests produce.

Consider farmer’s market on every other Sunday in Pemberton, work with Community Garden.

How Better co-ordination with local producers and retailers.

Co-ordinate with SFFC, community garden and Manjimup farmer’s market to have markets when they are not being held in Manjimup.

Consider creation of community kitchen or other pop-ups.

(See also points 2.1 and 3.1)

Desired Outcome

Support and develop enhanced opportunities for the public to purchase local produce grower-direct.

Examples could include farmers’ markets in Pemberton.

Estimated Timeframe

Starting in 2016.

Who SFFC, Pemberton Mill Hall and/or other local retailers.


$2,000 / SFFC grant.

Topic 3.4 Youth Medium priority

Goal Create a better environment for youth activities (up to age 18 or so).

How Support a range of activities and appropriate recreational facilities for youth up to age 18.

Encourage and support existing and potential businesses in order to maintain or grow employment opportunities for youth.

Promote tourism and hospitality as a career path.

Promote traineeships.

Desired Outcome

Youth stay in town up to age 18.

Generate a vibrant youth scene.

Encourage those who do leave for study/work to return to live in Pemberton at a later stage.

Estimated Timeframe

Ongoing.

Who Shire of Manjimup, schools, SWDC, PCCI, local police.


$1000 per annum / local Pemberton schools.

$2000 per annum / community or youth Shire of Manjimup grant.


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Topic 3.5 Backpackers Medium priority

Goal Create better and more productive relationships between Pemberton and backpackers.

How Provision of suitable accommodation and activities.

Develop awareness of the importance of backpackers to the local economy.

Desired Outcome

Backpackers are more involved in the community.

Mutual respect is developed.

Estimated Timeframe

Starting in 2016.

Who Shire of Manjimup, DPaW, PVC and local businesses including local backpacker accommodation providers.


$1,000 / Shire of Manjimup community grant.

Topic 3.6 Men’s Shed Low priority

Goal Create a Men’s Shed for Pemberton.

How Create group to identify site, funding, operations.

Desired Outcome

Have a vibrant Men’s Shed group in Pemberton.

Estimated Timeframe

Construction underway by 31 December 2018.

Who Government funding is not available until a viable group has been in operation for two years.

Initially a new group will need to be formed.


$40,000 / R4R.


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Section 4 – Technology and telecommunications

Topic 4.1 Tele-communications infrastructure High priority

Goal Improve communication infrastructure e.g. ADSL, Wi-Fi, mobile coverage, mobile-phone accessibility logos on information signs and plaques.

How Lobby infrastructure providers.

Desired Outcome

Better facilities and services for locals and visitors.

Estimated Timeframe

Now.

Who PCCI, Shire of Manjimup.


Costs difficult to ascertain, but are significant. Sourced from R4R or Federal ‘back-spot’ funding or similar programmes, with support from Telstra.

Topic 4.2 Wi-Fi for Pemberton main street High priority

Goal Free Wi-Fi hotspot etc. in Pemberton main street.

How Shire of Manjimup to co-ordinate with PCCI, CRC and PVC regarding location and operation of this service.

Desired Outcome

Free Wi-Fi in Pemberton main street.

Estimated Timeframe

Operational by 30 June 2016.

Who Shire of Manjimup, CRC, PVC, PCCI.


$15,000 for initial set-up sourced from grant funding.

Ongoing annual costs of approximately $1,000.

Topic 4.3 Web page High priority

Goal One-stop web landing page for Pemberton.

Include live webcams for main street, Gloucester Tree, Big Brook, pool.

How PCCI, CRC, PVC, PAA to work together to create iconic web page for first stop.

This could include consideration of existing relevant resources and webpages.

Desired Outcome

One stop iconic webpage with links to other groups’ sites.

Estimated Timeframe

By 31 December 2016.

Who PCCI, CRC, PVC, PAA.


$3,000 / grants.


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Section 5 – Tourism and related marketing

Topic 5.1 Trails High priority

Goal Pemberton to become a trails hub destination.

How Provide relevant infrastructure.

Various trails to be created within wider related initiatives such as the Shire Heritage trails concept, e.g. adventure activities, food and wine, heritage, family, agriculture, environmental tourism, garden tourism, art.

Food trails. (See also point 3.3)

Desired Outcome

Pemberton seen as a trails destination of international excellence and repute.

Estimated Timeframe

Starting in 2015.

Who DSR, DPaW, PVC, Shire of Manjimup, PAG, Heritage Society.


Significant funding for activity trails already exists from DSR, DPaW and Shire of Manjimup.

$5,000 for heritage and arts trails to be funded by existing Shire of Manjimup budget and grants sourced by PAG and Heritage Society.

Topic 5.2 National Parks High priority

Goal Improve usage and access to national parks including upgrades to road access and signage for tourists and attractions.

How Better access and infra-structure, e.g. Gloucester Tree site info.

Seal/improve access roads e.g. Old Vasse Highway, Warren National Park.

Improve education and info provision, including how hire cars can use unsealed roads.

Desired Outcome

Create national park experiences of the high-class expected by international and interstate visitors.

Provide ranger experiences in the National Parks.

Estimated Timeframe

Ongoing.

Who DPaW, local tour operators, PVC, SWDC.


$10,000 from DPaW and/or SWDC.

Topic 5.3 Conferences Medium priority

Goal Support conference opportunities for Pemberton.

How Ensure information for potential organisers is available and up-to-date.

Desired Outcome

Requests for information for those thinking of holding a conference in Pemberton are easily and swiftly accommodated.

Estimated Timeframe

From 2016.

Who Private investment.


Significant private investment with planning support from the Shire of Manjimup.


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Topic 5.4 Scenic View of Pemberton Medium priority

Goal Create a ‘scenic view’ stopping point /lay-by at or near the junction of Vasse Highway/Stirling Road (at the top of Thomson’s Hill).

How Through discussions with relevant local landholders and Main Roads WA, create a suitable and safe stopping point.

Desired Outcome

Provide a great photo opportunity for tourists and visitors to admire and take photos of the Pemberton townsite.

Estimated Timeframe

2018.

Who Main Roads WA, Shire of Manjimup, relevant local landholders.


$10,000 / Shire of Manjimup or SWDC grant for providing relevant access and signage.

Topic 5.5 Weddings Low priority

Goal Develop Pemberton as a destination for weddings.

How Additional marketing.

Desired Outcome

Pemberton to become famous as a great place to hold a wedding.

Estimated Timeframe

From 2016.

Who Local businesses, supported by PAA and PVC.


$1,000 / PVC, PAA or crowd funding.

Topic 5.6 Picnics Low priority

Goal Promote picnic culture.

How Include in visitor information and retail opportunities.

Desired Outcome

Pemberton seen as potential picnic destination.

Estimated Timeframe

A trial or relevant retail infrastructure to be implemented by 30 June 2016.

Who PVC, PCCI, local businesses.


$1,000 / PVC, PCCI or crowd funding.


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Section 6 – Arts and Culture

Topic 6.1 Art trails and related marketing High priority

Goal Establish art trails.

Develop Pemberton as a visual arts destination.

How Create art trails.

(See also points 1.4 and 5.1)

Desired Outcome

Pemberton to be recognised as a regional centre of arts excellence.

Estimated Timeframe

From 2016.

Who PAG.


$5,000 / PAG and other grants.

Topic 6.2 Art precinct High priority

Goal Create art precinct in Pemberton.

(See also point 1.2)

How Find suitable land/buildings with due consideration of other development projects in Pemberton.

Desired Outcome

Create art precinct so that local artists have a permanent base for the creation and display of visual arts.

Estimated Timeframe

Create during 2016.

Who PAG with Shire of Manjimup to assist with planning aspects.


$200,000 / art project grants or R4R.

Topic 6.3 Townscape Medium priority

Goal New art installations.

How Build/design more for townscape.

Desired Outcome

Additional art in visible to public.

Estimated Timeframe

From 2015.

Who PAG.


$10,000 / PAG or crowd funding.


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Next Steps

The plan is to be presented to the Council of the Shire of Manjimup.

The plan will be evaluated annually by the project working group. The first review

date is scheduled for June 2016.


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Workshop Attendees

The people who attended the workshop that created the content for this strategic

plan were (in alphabetical order):

Jill Baker Pemberton Finger Limes

Kathy Barrett-Lennard Marri House

Paul Bawden Shire of Manjimup

Joanna Box PAG

Charlie Chodorowski Shire of Manjimup

Noeleen Collings Bankwest

Toni Dearle Pemberton Discovery Tours

Wendy Eiby PVC

Jeanette Evill PAG

Maxine Fisher PCCI

Mitchell Goddin Tapas Bar

Mark Hudson PVC

Gail Ipsen Cutts Shire of Manjimup

Ashley Lewkowski Lost Lake Wines

Sue Niciejewski PAA

Paul Nolan CRC

Ros Piper PVC

Monica Radomiljac Pemberton Wine Association

Sondra Reader Mill Hall

Julian Sharp Vic Conte Community Garden

Peter Smith CRC

John Stanley John Stanley Associates


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List of Acronyms/Abbreviations

PCCI Pemberton Chamber of Commerce and Industry

CRC Pemberton Community Resource Centre

ADSL Asymmetric Digital Subscriber Line

CBD Central Business District

PDHS Pemberton District High School

IGA Independent Growers’ Association

PVC Pemberton Visitor Centre

RSL Returned and Services League

R4R Royalties for Regions

SWDC South West Development Commission

SFFC Southern Forests Food Council

LGA Local Government Authority

PWRA Pemberton Wine Region Association

PAA Pemberton Accommodation Association

DPaW Department of Parks and Wildlife

DSR Department of Sport and Recreation

PAG Pemberton Arts Group

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