Transforming City of Melbourne’sVisitor Services

2018 VIS SummitPresenter: Rob Kelly

Growth of the Visitor Economy

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Total visitors to City of Melbourne

Visitor economy contributes $16.8 billion to Melbourne region

DomesticOvernight visitors

Domestic daytrip visitors

InternationalOvernight visitors

A disrupted landscape

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Planning for a city that is constantly evolving

Infrastructureprojects

Technology advances

Visitor preferences

Our legacy

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The city’s visitor services have evolved over

20+ years

Since January 2017…

• International and national best practice research: visitor information servicing

• Melbourne Visitor Hub at Hamer Hall – pilot

• Melbourne Visitor Hub and Kiosk at Southern Cross Station – pilot

• Pop-Up at the Australian Open 2018

• Qualitative research, 1:1 interviews: 72 industry stakeholders and 330 visitors

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Research

Pilot

Test

Key features of the new model

SHARED OBJECTIVESKey features of the future model

Expandedreach

Decentralised & increased touchpoints

Localised & curated offers

to meet individual needs

Mitigate & support

city changing & renewal projects

Pop-upsto aid with disruption, major

events, conferences

Strong connection

to retail, business, hospitality

Agile modelthat is responsive, flexible & mobile

The future of visitor services

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This means we can deliver

moreservices

at morelocations

to morevisitors

SHARED OBJECTIVESNEW: Melbourne Visitor Hub at Town Hall

Returning hometo this iconic location

Refreshedlook & feel

Bespokelocal & uniquely

Melbourne experience

Activation zonefor retail, precincts & events

‘Wominjeka’ welcome

acknowledgeAboriginal cultural heritage

Strengthened connections

to local business

NEW: Melbourne Visitor Hub at Town Hall

NEW: Melbourne Visitor Hub at Town Hall

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NEW: Melbourne Visitor Hub at Town Hall

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NEW: Melbourne Visitor Hub at Town Hall

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SHARED OBJECTIVESNEW: Visitor Services at Queen Victoria Market

Collaborationwith Queen Victoria Market, an iconic location loved by

visitors & locals alike

Visitor experienceenhanced at the market

Broaden visitor services

footprint across the city

City Ambassadors

now on-site

Supporting 650+ businesses

at the market

Visitor Hubcoming soon to String Bean Alley

BUSINESS AS USUAL: Existing programs & Services

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• City Ambassador Program – new

location on St Kilda Road

• Melbourne Visitor Booth at

Bourke Street Mall

• Fitzroy Gardens Visitor Centre

• Southern Cross Station pop-ups

during major events

• Seasonal Cruise Ship program

• Visitor Services Desk at MCEC

• Melbourne Greeter Service

• Tourism inbox

This is just the beginning…

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Over the next twelve months

Digital strategy

Morepop-ups

Support city changing

Industry & Partnerships

Other key information

Other key information

TIMELINE:

• 3 April - QVM Ambassadors live at market

• 19 August 2018 – closure of Melbourne Visitor Centre at Federation Square

• 20 August 2018 – opening of Melbourne Visitor Hub at Melbourne Town Hall

• Mid-Spring 2018 – opening of Queen Victoria Market Visitor Hub

MARKETING:

• Existing marketing materials and maps to be revised

• A new brochure display policy has been implemented and circulated to relevant stakeholders.

• Exploring refreshed onsite and online marketing opportunities for partners and industry

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