Resort and club increase business

A significant increase in business activity has resulted from the new Outrigger Resort and Club development in Ettalong, a survey of local businesses has found.

"There were outliers and retailers who disagreed with this view but on the whole the results indicate a sizeable shift in the precinct's activity," the report stated.

Central Coast Tourism recently released results of the study, undertaken by TUNRA at the Ourimbah University campus, under the leadership of Dr Anton Kriz.

"The report suggests that similar (proposed) developments in the area would not just double the current figures but would have a much larger positive impact on business," according to Central Coast Tourism Inc marketing manager Ms Sarah Bennett.

The report stated that more than a quarter of those interviewed had extended their operating business hours and over three quarters of respondents perceived an increase in customers noting that these customers were from a kaleidoscope of backgrounds and cultures.

For a "sizeable number of respondents, the increase in trade was above 21 per cent, which was considerable for those businesses in Ettalong".

There was also a significant increase in visitors and tourism numbers to the overall Ettalong area.

The Outrigger Resort and Ettalong Club development had a "positive impact for the area" which was "only likely to increase with increased occupancy of the Outrigger and the expected major residential and commercial developments underway".

The aim of the study was to find what impact the two major tourism developments in Ettalong had on the rest of the business community in Ettalong Beach

With 32 surveys distributed, 21 responses were received.

In addition to the surveys, in-depth qualitative interviews were conducted with willing participants and also key stakeholders such as the club, the Outrigger Resort, real estate agents and commercial operators.

Factors investigated in the survey included changes in operational hours, customer numbers, the number of staff employed, numbers of visitors, possible increase in tourism and changes in the general perception of Ettalong as a destination.

"From the results, it is evident that this development has had a positive impact on the area, which will continue to rise with increasing occupancy in the Resort," said Ms Bennett.

"The study recommends that an independent body be established, with businesses as the major precinct stakeholders.

"With any new development there are risks and it appears that a more cohesive approach would be beneficial to this development".

This would help ensure that further development to the precinct would be cohesive with improvements to services, a brand tag line to identify the precinct's value, improvements in food services and quality, improvements in the aesthetics of the area and ideas to assist in the management of international visitors and their needs.

The study was a joint initiative of the Department of State and Regional Development and Central Coast Tourism.

The report made a list of recommendations including that an independent body be set up to represent the precinct stakeholders, named tentatively for the report as The Ettalong Redevelopment Business Cluster (ERBC).

It stated that a group of commercial players was getting together but "this needs supporting and further encouragement".

"This body should be made up of a cross-section of the retail community as well as key staff from the Club and Outrigger.

"The ERBC will add cohesion and a strategic direction to the cluster.

"This cluster has the potential to be seen as a role model for others."

The report stated that a brand and slogan seemed appropriate to clearly identify that the precinct represented "old town values" but with a new standard of service and quality.

"The ERBC will have an important market development and lobbying role for the business players in the precinct.

"It is important that the precinct be developed in a cohesive way with improvements in food and service quality and in the aesthetics of the area."

The report also highlighted a need to improve the product offerings for locals particularly at the newly developed Club.

"It also acknowledges that there is likely to be an increase in international tourists and this needs to be managed effectively given the traditions of the Ettalong/Umina area."

Press release, August 3 Sarah Bennett, Central Coast Tourism Inc