The work so far...
“Natural assets are often the primary drivers of visitation to a region and are the catalyst for jobs and economic growth.” Unlocking our Great Outdoors – June 2017 – Tourism and Transport Forum
The geology of the New England North West region is complex and encapsulates the geological history of the breakup of the Gondwana continent and the formation of the east coast of Australia.
Our region has the opportunity to build on its abundant natural and cultural assets in order to leverage an emerging global trend in geotourism and attract international visitors.
By embracing the National Geotourism Strategy and aligning product and experience development with its wholistic framework, New England North West has the potential to embark on a journey to be nominated as an Aspiring UNESCO Geopark.
We know that natural assets are often the primary drivers of visitation to a region and are the catalyst for jobs and economic growth. We know that 68% of both domestic and international visitors are increasingly wanting a nature-based experience. We know that international visitors will return over the next five years and beyond. We can confidently predict additional international visitor growth from 7% YOY to 11% YOY with the addition of the UNESCO branding.
This International Engagement Strategy - “A Proposed Aspiring UNESCO Global Geopark Nomination for the New England North West Region” outlines the why, the how, the who and the when to achieve this ambitious goal. With a 5-year investment of $37.2 million across 12 Local Government Areas, aligned to a collaborative regional approach, the benefit to the region’s economy will be an additional $71million in output, an additional 224 regional jobs, an additional $17million in wages and salaries and an additional $30million in value-added regional economic benefit.
It’s time to lift our region, celebrate our natural and cultural assets and improve the socio-economic prosperity of our region. This approach is not for the fainthearted, it will take dedication, resilience and persistence – something we also have in abundance in the New England North West region. Let’s embark on this journey together, in collaboration and with a clear unwavering goal to be nominated as an Aspiring UNESCO Geopark.
I’m game, are you?
For access to the strategy or to discuss the opportunities it outlines please get in touch - margot@unearthedprosperity.com
Driving innovative digital experiences
The Glen Innes Highlands Skywalk is a new world-class Geotourism visitor experience overlooking the township of Glen Innes Highlands and surrounds. More than a place-making structure, the skywalk delivers a compelling experience through the convergence of multi-layered digital assets within a Naveze hyper-local mapping platform.
Aligned to the National Geotourism Strategy the experience delivers the abiotic, biotic and cultural stories through audio and visual assets that both activate the three vantage points on the skywalk as well as points of interest further afield through video footage enabling the visitor to place themselves virtually at those sites. The intention is to drive visitor experiences that enable longer stays through exceptional visitor experiences.
Margot originated the skywalk idea whilst employed at Glen Innes Severn Council and developed the Geotourism experience through partnership collaboration, digital integration and innovation.
Working with amazing organisations, people and places
Economic Development Australia - Panel Participant
Attract, Connect, Stay - Glen Innes Inc - Tender Submission
Economic Development Australia - Panel Participant
Economic Development Australia run monthly webinars for Economic Development Professionals.
UP (Margot) was invited to be a panel member in June 2024 to discuss the topic of:
Growth through Visitor and Community Engagement
Business NSW - NENW Regional Leaders Summit
Attract, Connect, Stay - Glen Innes Inc - Tender Submission
Economic Development Australia - Panel Participant
Business NSW - New England North West held their inaugural Regional Leadership Summit in 2024.
UP (Margot) was invited to attend as a panel member to discuss the topic of:
More Than A Destination: Thriving Communities, Unforgettable Experiences
Attract, Connect, Stay - Glen Innes Inc - Tender Submission
Attract, Connect, Stay - Glen Innes Inc - Tender Submission
Attract, Connect, Stay - Glen Innes Inc - Tender Submission
The Welcome Experience is an exciting new service that provides essential workers in government and private sectors with the support their need to move into regional communities, settle in and become one of the locals.
Attract, Connect, Stay - Glen Innes Inc appointed UP to write and submit the tender application.
Attract Connect Stay - Glen Innes Inc - Sustainability Plan
Attract Connect Stay - Glen Innes Inc - Sustainability Plan
Attract, Connect, Stay - Glen Innes Inc - Tender Submission
The Attract, Connect and Stay (ACS) research pilot was successfully facilitated and delivered for Glen Innes (GI), NSW as one of the many regional communities struggling to attract doctors and allied health professionals.
The Attract Connect Stay (ACS) Framework underscores the need for a comprehensive community approach to address attract-retain challenges at individual, organisational, and community levels. It has been praised as a valuable resource for rural health services and communities, offering independent or collaborative solutions to long-standing workforce issues. The GI Pilot operates as a distinct initiative within the ACS Framework, positioned in the fourth pillar, initially focusing on Settle and Connect.
UP are delivering a Sustainability Plan for Attract, Connect, Stay Glen Innes Inc. inclusive of a number of phases to solve the current barriers and challenges of the organisation's sustainability.
Armidale Regional Council - DMP and LSPS
Attract Connect Stay - Glen Innes Inc - Sustainability Plan
Regional Australia Bank - Social Issues Workshops
Armidale Regional Council's 10 year 'Advancing our Region' community strategic plan sets six key themes aligned to the communities' aspirations.
The Economy and Tourism is one of those key themes. Armidale want to be a destination of choice, renowned for its beauty, heritage and unique attractions.
UP were commissioned to deliver the case for Armidale Regional Council to undertake a Destination Management Planning process.
A Local Strategic Planning Statement (LSPS) provides a 20-year land use vision for a Local Government Area (LGA).
UP were commissioned to review the draft LSPS and provide recommendations to enrich the draft in consideration of the region's potential to attract nature-based tourists and enable the visitor economy to contribute to a thriving place.
Regional Australia Bank - Social Issues Workshops
Attract Connect Stay - Glen Innes Inc - Sustainability Plan
Regional Australia Bank - Social Issues Workshops
Regional Australia Bank (RAB) wanted to ensure that their Board and Executive could navigate, discuss and decide on social issues encountered in their governance and leadership roles of the mutual bank.
Tied to their ongoing Environmental, Social and Governance (ESG) policy development RAB are dedicated to ensuring they are playing a role in key social issues affecting their stakeholders.
UP designed, delivered and facilitated the workshops to assist the Board and Executive to form decisions on social issues.
Utilising persona's that represented regional people as well as creating a social issue hypothetical for discussion were two key parts of the workshop design.
The final report provided analysis of the workshop outputs and five key recommendations to finalise their draft Social Issues Evaluation and Validation (SIEV) Framework and Scorecard.
Arts North West - Professional Development Workshops
GIG Guitars - Brand refresh and Social Media Advertising
Neveze - Brand Strategy and Customer Value Proposition
Arts North West (Arts NW) connect creative communities across the New England North West area. With a mission to expand creative opportunities for the region Arts NW facilitates the development of arts and cultural projects and initiatives ultimately to increase participation in these activities.
Artistic and cultural projects, programs and events play a vital role in shaping societies, fostering creativity, and promoting cultural diversity. However, it is equally important to recognise and measure their economic impact.
Arts NW has recognised a need to assist people in place to understand the economic impacts of their projects, programs, and events. It is important for individuals, organisations and other collectives to be able to determine economic impact in order for the industry to be able to apply for grants, advocate for more funding and continue to offer creative opportunities for communities.
We designed and delivered workshops to educate participants on how to measure economic impact.
Neveze - Brand Strategy and Customer Value Proposition
GIG Guitars - Brand refresh and Social Media Advertising
Neveze - Brand Strategy and Customer Value Proposition
Naveze provide digitral wayfinding technology that can be integrated with content to create an innovative digital experience to:
- Improve visibility of destination experiences
- Provide personalised experiences and optimise when and where visitors go
- Analyse real time data for all visitor enquiries, journeys and satisfaction surveys.
We provide ongoing business and brand strategy advice and support as Naveze expand their digital experience development capabilities.
GIG Guitars - Brand refresh and Social Media Advertising
GIG Guitars - Brand refresh and Social Media Advertising
GIG Guitars - Brand refresh and Social Media Advertising
GIG Guitars is a small regional business that was selling music products online as well as selling new and used guitars and accessories in its local store.
They wanted to rebrand and improve their branded communications, and social media marketing efforts.
We designed and delivered multiple social media assets, website copy, IA maps and provided strategic advice.
First Australian DMP to include Geotourism
Glen Innes Highlands Destination Management Plan Summary 2021 - 2026
Geotourism is booming internationally, and it is an imperative that iconic Australian tourism destinations and products, particularly in regional and outback regions, can be transformed to meet both the needs of domestic and global travelers seeking superior travel experiences. Glen Innes Highlands (GIH) and the surrounding region have abundant natural and cultural features to leverage this. Geotourism, whilst celebrating geological heritage, enhances awareness and understanding of some of the key issues facing society such as using our earth’s resources sustainably.
The DMP was the first in Australia to leverage the National Geotourism Strategy developed by the Australian Geoscience Council (QGC)
Margot led the development of the DMP whilst employed at Glen Innes Severn Council and was integral to the summary document approach and delivery. The DMP project was developed in partnership with Jenny Rand & Associates.
Award-winning Economic Development Strategy
Glen Innes Highlands Economic Development Strategy 2020-2040 and Action Plan 2020-2025
The Glen Innes Highlands Economic Development Strategy provides a clear pathway for Council and Community to foster local socio-economic prosperity and growth through the four key pillars of Partnerships, People, Place, and Prosperity. These four pillars provide a whole-of-place mechanism to deliver a place-based approach to local economic development.
This strategy was awarded at the 2022 Economic Development Australia Awards for Excellence for population under 15,000.
Margot wrote this strategy whilst employed at Glen Innes Severn Council and in collaboration with Lucid Economics.
