Economic Development Strategy Glen lnnes Severn Area 2012 to 2017 Page 1
GLEN INNES SEVERN COUNCILEconomic Development Strategy
Glen lnnes Severn Area2012 to 2017
RESOLUTION NUMBER: 16.07/12 | MEETING: 26 Juty 2012
Refer to attached document.
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Date
Reference Number: Version Number: 1
Date of Effect: 2617112Review Date:Auq 2017
Respons b e OffcerDDRSS
Related Documents:
Economic Development Strategy
Glen Innes Severn Area
2012 to 2017
July 2012
Table of Contents
1. Executive Summary ........................................................................... 1
2. The Glen Innes Severn Area .............................................................. 6
3. Industry Development ...................................................................... 8
4. Glen Innes Severn Area – Growth Zone ..........................................16
5. Employment and Skills ....................................................................21
6. Digital Economy ..............................................................................24
7. Supporting Infrastructure ...............................................................27
1 Glen Innes Severn Economic Development Strategy
Glen Innes Severn area
– growth and rural
lifestyle destination in
New England for
businesses, families,
private and public
sector services
1. Executive Summary
Vision
Glen Innes Severn area has set a path for growth that will build and sustain the area’s prosperity and
opportunities for residents.
Based on community values and expectations, Glen Innes Severn area will retain its strong agricultural
base, build its tourism offerings and target new business growth. A proactive strategy for population
and employment growth will be supported by an attractive environment for new investment that is
‘open for business’ – creating one of the leading inland destinations for ‘tree change’ and lifestyle
driven business growth in New South Wales.
4 Growth Themes
The Glen Innes Severn Council Community Strategic Plan for 2011 – 2021 sets the framework and goals
for economic development of the area over the next ten years. This Economic Development Strategy and
Action Plan build on this framework to help deliver the outcomes the community wants. The four themes
for economic development identified in the Community Strategic Plan are:
1. Growth– Economic development by encouraging more businesses and industry to move to the area.
2. Employment and Skills – Encourage increased participation in the workforce and build on employment
opportunities. This includes employment opportunities for young people and improving access to
education and training options for the community and businesses.
3. Industry Development – Support and develop agricultural industries, be a well recognised tourism
destination, and encourage growth in the area’s businesses.
4. Digital Economy – Access high quality broadband and mobile coverage and support community and
business participation in the digital economy.
2 Glen Innes Severn Economic Development Strategy
Proactive approaches
will help Glen Innes
Severn area retain key
industries, diversify the
economy and
strengthen its role as a
strategic centre
11 Catalysts for Growth
Like many regional areas in Australia, Glen Innes Severn area faces the challenges of an ageing
population, low or negative population growth and an aspiration to keep the same lifestyle into the
future. The community’s endorsement of a growth focused future is one of its key strengths – the
commitment to investment and change to maintain prosperity in the area for future generations.
Eleven catalysts for growth will help the area achieve its vision for economic development:
1. A proactive and welcoming environment for retaining existing businesses and supporting new
business investment – proactive support for new investment and investment attraction initiatives.
2. New industrial land to support new investment - - new industrial area in Glen Innes.
3. Glen Innes Town marketing strategy – positioning Glen Innes as an attractive retail destination and
supporting online retailing by local businesses.
4. Positioning Glen Innes as a destination for health and wellness businesses and investment –
attracting cosmetic surgery, health retreats, medical and wellness businesses.
5. Building on the Glen Innes Severn area’s successful tourism track record and diversifying tourism
product and time of year appeal – pre Celtic Festival events, food and wine tours, and leveraging off
regional events.
6. Working to support retention of agricultural investment and attracting new, high value agriculture
to the area – succession planning for retiring primary producers and attracting producers targeting
high value crops.
7. Developing the Airport as a hub for aviation activity and investment.
8. A Learning and Education Network to respond to current and future skills development needs.
9. Building business capability and networks to leverage off resources investment in Northern New
South Wales and Southern Queensland – targeting work in the major projects market.
10. Supporting national broadband network rollout and growth in online and knowledge based businesses
– increasing Glen Innes Severn area’s participation in the digital economy.
3 Glen Innes Severn Economic Development Strategy
11. Innovation to maintain
a leading regional role
in the New England
and Northern New
South Wales region –
proactively seeking out
and attracting
investment in strategic
services and
businesses.
The area’s economy depends on agriculture as well as a diverse mix of businesses. The local economy
includes successful local ventures that export products and services to global markets.
Recent investment by leading retail groups in Glen Innes confirms the strategic regional significance of
Glen Innes and its location at the junction of the New England and Gwydir Highways.
In recent years, Glen Innes has been attracting increased tree change migration based on its ‘air
conditioned’ climate of cooler temperatures and low humidity combined with proximity to coastal areas
and Northern New South Wales and Southern Queensland growth zones. Glen Innes Severn area can
offer lower costs of establishment and operation for businesses, good road transport access for freight, a
more stable and committed workforce, lower housing costs compared with nearby regions and major
centres, and a stable and committed core of retail, service and manufacturing businesses in the area.
Glen Innes Severn area is well placed for future growth while maintaining the valued heritage
characteristics of the area and the relaxed lifestyle that attracts residents and visitors alike.
The lead projects outlined on the following page provide a roadmap for growth and practical tools to
strengthen the area’s economy.
4 Glen Innes Severn Economic Development Strategy
Nine priority
implementation
projects:
• Investment Pathway
• Investment Advocate
• Town Marketing Plan
• Tourism infrastructure
and product
development
• Saleyard
• Airport Master Plan
• Major projects
capability development
• New industrial precinct
• Medical professionals
19 Lead Projects
Lead projects provide a focus to create employment and economic growth in the Glen Innes Severn area.
Theme Projects
Industry
Development
1. Succession and retention strategy for agricultural production in the area.
2. Attract higher value and emerging agricultural production as well as food processing and value adding
operations.
3. Glen Innes Saleyard redevelopment and improvement.
4. Improved presentation of the CBD and implementation of the CBD Master Plan.
5. Glen Innes Town retail and services marketing plan to create a distinctive position for Glen Innes.
6. Tourism infrastructure and product development initiatives including pre Festival events, development of
the Standing Stones site, cross regional culinary and event linked tours.
7. Creative industries strategy.
8. Prepare an airport master plan to maximise value and investment from Glen Innes’ strategic airport.
Growth 9. Investment Pathway initiative for Council linked with active investment attraction marketing.
10. New investment advocate to work with developers and investors in the mid to northern New South
Wales market to attract government and private sector investment.
11. New industrial precinct in Glen Innes to provide a high quality environment for businesses attracted to
the area. Maintain a high quality industrial area at Deepwater.
12. Attract aged care and retirement facility and services investment.
13. Medical professionals attraction and retention strategy to provide medical services to support
community growth.
14. Feasibility study on investment attraction of a lead business in medicine and/or wellness to support
medical tourism to the area.
Employment
and Skills
15. Major employer retention program to maintain and increase employment.
16. Education and Training Network.
17. Explore opportunities to build engineering manufacturing and related capabilities in the area to target
the major projects market. This includes using Council’s engineering capabilities as a lead agent and
networking with other companies in major project supply chains for mining, wind farm and CSG projects.
Digital
Economy
18. Support NBN rollout and increased online presence for businesses in Glen Innes Severn area.
19. Attracting knowledge based businesses.
5 Glen Innes Severn Economic Development Strategy
Collaboration and good
communication are
vital for a successful
Strategy
The nine priority implementation projects focus on proactive change in different parts of the area’s
economy – strengthening and supporting the existing economy while proactively attracting new
investment to the area.
The strong sense of community in the Glen Innes Severn area and the existing networking among the
business community are vital elements for the Strategy’s success. Key success factors for the strategy
include:
• Partnering between Council and the business community on projects and the strategy overall.
• Collaboration within the business community – supported by industry and business groups and
networks.
• Effective communication of the strategy to the community and six monthly updates on progress.
• Engaging business leaders and expertise in the area to actively participate in and support lead
projects.
While Council will play a vital role in creating a welcoming environment for new investment and
partnering in projects, it will be the business community who leads the way in creating and supporting
new investment.
Key performance indicators to track the Strategy include:
• Value of new investment attracted.
• Qualifications profile in the area.
• Percentage of households with an internet connection.
• Diversity and mix of industry investment.
• Employment levels.
• Population.
• Project based KPIs.
6 Glen Innes Severn Economic Development Strategy
2. The Glen Innes Severn Area The Glen Innes Severn population of about 9,000 is not forecast to grow but the community expects to
see employment growth in the latest Census results. The area has some important strengths:
• High quality lifestyle environment.
• Quality destination for businesses and residents.
• Central location and close to other regional centres.
• Highway links and airport.
• Established economy.
• Innovative firms choose Glen Innes.
• Capacity to expand the population and the business community.
However, there are challenges:
• An ageing population.
• Lower levels of qualifications compared with the State average and limited numbers of high value
jobs.
• Competition for resources, investment and population growth from neighbouring regions.
7 Glen Innes Severn Economic Development Strategy
While the economy is dominated by agriculture, the area has a mix of industry sectors. Building on these
industry strengths and adding new business that earns revenue outside the area will support economic
and population growth.
The Economic Development Strategy outlines projects and approaches that will target these outcomes.
8 Glen Innes Severn Economic Development Strategy
3. Industry Development Industry development includes building on regional strengths and encouraging diversification and innovation in
leading sectors of the economy. Examples include:
For agriculture -
• Succession planning
• Ensure retention of primary production capability and attraction of new investment in high value crops
and produce.
For retail -
• Position in market.
• The town’s high quality and distinctive retail options and adding to this mix to meet current and future
demand. This can strengthen Glen Innes’ position as a major destination.
For tourism -
• Diversify tourism product and expand infrastructure and capabilities to build on existing tourism successes.
For aviation -
• Build a stronger regional hub of capabilities which will support regional growth.
Agriculture
With a long history of successful agriculture, the area needs to plan for the future – supporting succession
planning for retiring primary producers and strengthening agriculture as the main pillar of the economy.
Over time, the area of land that makes up a viable primary production venture has increased. While the area is
the base for some large primary production operations, other producers have smaller operations.
Key initiatives that can help to support continued successful agricultural production include:
• Successful succession planning for the baby boomer generation of primary producers.
• Retaining the agricultural research station in Glen Innes to support local and regional agricultural
development.
The Economic
Development Strategy
maps the steps to achieve
the outcomes agreed in
the Glen Innes Severn
Council Community
Strategic Plan for 2011 –
2021
9 Glen Innes Severn Economic Development Strategy
• Retention of the saleyard in Glen Innes – a key catalyst that attracts producers and their families to Glen
Innes town for shopping, business and recreational activities.
• Encourage new investment in higher value crops or produce. Glen Innes now produces treated water from
its waste water facility that has the potential to be used in agriculture.
Retail and Town Services
Glen Innes town is the base for longer standing and new distinctive retailers and service providers. These
businesses attract customers from outside the area and regularly attract tourists from coastal areas. There is
good potential to strengthen the retailing and service precinct within Glen Innes to:
• Raise its profile as a shopping and lifestyle destination in the wider region.
• Encourage new investment by businesses that complement the existing mix and address gaps in demands
e.g. cafes and restaurants.
In existing networks businesses staged ‘Christmas in the Glen’ in 2011 and this group, plus the wider network of
businesses, had the potential to collaborate and develop more initiatives that encourage local spending and
create events and activities that draw in local residents for local spending and visitors to spend in Glen Innes.
The recent investment by leading national retailers is a vote of confidence for Glen Innes’ position as a regional
centre.
Developing a marketing plan for the town’s retail and services sectors can help to build a stronger, more
distinctive position for Glen Innes as a retail and recreation destination.
Maintaining a clean, high quality CBD area that is easy to access for visitors and residents alike, and
implementing the planned investment in the CBD master plan will support these activities.
10 Glen Innes Severn Economic Development Strategy
Tourism
Glen Innes is emerging as a destination in its own right. No longer
simply a stopover on a longer journey Glen Innes is attracting around
85,000 domestic overnight visitors per annum. Increasingly known for
its ‘Celtic Country’ theme, the area currently attracts an older market,
travelling by car, predominantly from the surrounding regions
(Northern Rivers and Brisbane) and Sydney.
Over the past decade visitation to Glen Innes has been in decline due
to a drop in business visitors. Growth in attendance at festivals and
events and the emergence of new markets including young mid-life
couples without children and visitors from South East Queensland
suggests the potential to build tourist numbers.
The Tourism Development and Marketing Plan to 2015 focuses on
these tasks:
• Expand and enhance infrastructure and product to meet visitor
expectations
• Continue developing market recognition of Glen Innes ‘Celtic
Country’ as a holiday destination
• Strive for long term sustainability and improving return on
investment from and for the tourism industry
• Gain a greater understanding of the way we can meet our visitor
and community needs in regards to tourism
Further innovation is required to adapt existing and develop new
products and services from those largely suitable for stopover, VFR
and business markets to focus on attraction of emerging, higher yield
markets including nature based and culture and heritage visitors.
GUIDING PRINCIPLES FOR
GLEN INNES TOURISM DEVELOPMENT
SUPPORTED
Must deliver community objectives
outlined in the Community
Strategic Plan 2011
BRAND ALIGNED Must reflect and embody the
‘Celtic Country’ brand positioning
TARGETED AT THE
MARKET NEED
Focuses on the Domestic
(Wanderers, Compatriots and True
Travellers) traveller by delivering
experiences targeted to and
accessible by these markets
ENGAGING
Encourages visitors to engage with
the community, its lifestyle and its
environment and for the
community to welcome visitors
COOPERATIVE
Based on cooperation within the
Glen and Severn area and between
the area and its neighbours
ACHIEVABLE Viable propositions that can be
delivered
CLEARLY
DIFFERENTIATED
Builds on the unique selling points
of Glen Innes Severn and helps to
clearly differentiate the area from
its competitors
REGIONALLY
VALUABLE
Needs to deliver regional economic
benefits
11 Glen Innes Severn Economic Development Strategy
Market Growth Opportunities for Tourism focus on:
• True Travellers - adventure travellers including nature based and outdoor recreation.
• Pampadours - luxury travellers including short break couples and shopping day trips.
• Compatriots - SEQ & Northern NSW families.
• Wanderers - touring market.
• Experience Seekers - international travellers.
Source Markets: South East Queensland, Northern NSW, Sydney, Regional NSW, International
Key objectives are to:
• Spread visitation across the year, reducing the impact of high level peaks and troughs.
• Enhance the general attractiveness of the Glen Innes Severn area for potential visitors and residents through
attraction of cornerstone investment.
• Expand the depth and breadth of tourism product available including experience based product.
Marketing opportunities include:
• Promote local creative industries (e.g. Chapel Theatre events, art gallery)
• Focus on unique attributes including
- Minerals/fossicking and gemstone jewellery.
- Heritage – both Celtic and pioneer.
- Altitude (highest large town in Australia), cool climate and four seasons.
• Upgrade web based marketing and embrace social media.
• Introduce tiered promotion on tourism web site (preferential promotion for members of the Tourism
Association) to increase visibility of tourism product and services available.
• Cooperate with neighbouring regions in packaging, leveraging from events and manage peak visitation
periods.
12 Glen Innes Severn Economic Development Strategy
Initiatives for different segments of the market are outlined in the following table.
Infrastructure and Product Development Opportunities
Tru
e T
rav
ell
ers
Pa
mp
ad
ou
rs
Co
mp
atr
iots
Wa
nd
ere
rs
Exp
eri
en
ce S
ee
ke
rs
Pre-festival tours showcasing regional products �
Interactive media interpretation of heritage sites (museums, Standing
Stones, heritage buildings)
� � �
Culinary and wine tours incorporating local agricultural products �
Packaging of complimentary services such as wineries, theatre,
shopping
� �
Development of Standing Stones site (e.g. interactive interpretation
and lighting, expansion of the food and beverage offer to cater for
larger groups, development of site function and events calendar)
� � � � �
Self-catering accommodation � � � �
Fossicking park � � � �
Experiential product building on Celtic brand (e.g. themed events,
Celtic weddings, murder mysteries)
�
Centre of excellence (e.g. medical) � �
Genealogy research facility (Celtic and non-Celtic; local and non-local)
13 Glen Innes Severn Economic Development Strategy
Airport
Glen Innes has an airport which has the potential to further develop in terms of activity and investment.
Glen Innes is situated in clear air space – this makes the airport an attractive destination for recreational aircraft
and for flight training. Retaining the airport as a high quality infrastructure asset is important for the wider
region. It not only provides access for emergency services, it has the potential to attract new business
investment and provide an air transport link for visitors to the Glen Innes Severn area.
While regular passenger transport services are unlikely to be attracted, there are a range of aviation activities
that would benefit from a high quality airport in clear air space. The fact that the airport is located away from
town is also beneficial – increased activity is unlikely to impact negatively on neighbours.
Development of the potential of the airport requires the active involvement of aerospace stakeholders and
businesses already in the area. It also would benefit from industry expertise.
A master plan for the strategy for the airport’s development that includes a plan for its growth and development
is recommended. This plan can explore options for private sector involvement to operate the airport. This has
the potential to outsource management of the airport, cover operating costs and provide industry expertise in
investment attraction and service development.
14 Glen Innes Severn Economic Development Strategy
Industry Development Projects Project Actions Outcomes
Agriculture Sector
Growth
Partners:
Primary producers,
Research Station,,
Council
• Saleyard redevelopment and improvement - retain the saleyard in Glen Innes to
support local producers and retain economic flow on benefits in Glen Innes.
• Expand investment in agriculture - investment attraction targeting higher value
and emerging agricultural markets, as well as food processing and value adding
operations.
• Succession and retention strategy for agricultural producers.
• Agriculture retained as a
key element of the
economy.
• New investment
attracted.
Retail and Services
Sector
Partners:
Council,
Business community
• Improved presentation of the CBD – maintaining a clean and tidy CBD with
investment to improve presentation. Implementation of the CBD Master Plan.
• Town retail and services marketing plan to create a distinctive position for Glen
Innes e.g. shopping and visitor experiences, events program, group marketing.
This includes online marketing capability building and online presence for
businesses and the Town.
• Collaboration between Council and town business on events and initiatives.
• Vibrant CBD supports
tourism, encourages
growth and retention of
high quality retail and
service businesses.
Tourism Development
Partners:
Tourist Association,
business community,
Council, funding
bodies
• Pre Festival events and Celtic themed activities during the year (e.g. themed
events, Celtic weddings, murder mysteries).
• Interactive media interpretation of heritage sites (museums, Standing Stones,
heritage buildings)
• Cross regional culinary and wine tours incorporating local agricultural products.
• Develop cross regional initiatives to leverage off events and attractions at the
regional level. Continue to facilitate the expansion and value-adding of existing
successful events and assist with seeking government funding/assistance where
appropriate for those events.
• Development of Standing Stones site (e.g. interactive interpretation and
lighting, expansion of food & beverage offerings to cater for larger groups,
development of site functions and events calendar).
• Broaden the market for the genealogy research facility (Celtic and non-Celtic;
local and non-local)
• Upgrade the tourism website for Glen Innes Severn area to increase visibility of
tourism products and service. This includes social media options e.g. facebook,
twitter and electronic tablet and smart phone apps.
• Creative industries strategy.
• Spread visitation across
the year, reducing the
impact of high level peaks
and troughs.
• Enhance the general
attractiveness of the area
for potential visitors and
residents through
attraction of cornerstone
investment.
• Expand the depth and
breadth of tourism
product available
including experience
based product.
15 Glen Innes Severn Economic Development Strategy
.
Project Actions Outcomes
Airport Growth
Partners:
Airport businesses and
stakeholders, Council
• Explore opportunities to attract investment to the airport precinct and involve
the private sector in the airport’s development.
• Develop a master plan for the airport that supports aviation and aerospace
industry growth. This could include flying training, aviation support businesses,
fly in fly out services for the resources sector and tourism, aviation events, air
park development.
• The airport can also play a role in hosting businesses targeting the resources
sector.
• Retain and develop the
airport as a strategic
transport resource,
support infrastructure for
tourism and new
investment catalyst.
16 Glen Innes Severn Economic Development Strategy
4. Glen Innes Severn Area – Growth Zone Through the Community Strategic Plan 2011-2021, the Glen Innes Severn community is charting a course
for growth and new investment.
Glen Innes Severn area has an economy that relies strongly on agricultural production and has a diverse
mix of retailing, business, community and government services. Glen Innes is recognised as a regional
hub and recent investment by leading retailers endorses this. There are opportunities for Glen Innes to
strengthen its role as a regional hub and to diversify its economy – retaining and strengthening
agricultural production while adding manufacturing, light industry, service and knowledge businesses to
its economy.
Employment growth of about 480 jobs would support population growth of about 1,000 people – taking
population of the area from 9,000 in 2011 to 10,000 in the future. This growth helps to:
• Retain existing health, community and government services in the area.
• Build a case for increased investment in health, government and community services in the area.
• Build a stronger economy which can then attract new investment.
Some important tools are needed to deliver growth outcomes:
• Creating an environment that is welcoming for new businesses coming into the area.
• Encouraging new investment by existing businesses.
• A Glen Innes and Severn investment attraction strategy.
• Providing suitable and available land on which businesses can establish.
• Creating an investment support strategy to ensure that Glen Innes Severn area makes the most of
current and future enquiries about investment.
Targeting growth will
generate new employment
and build resilience in the
local economy
17 Glen Innes Severn Economic Development Strategy
As coastal areas become more highly populated and costs increase, inland areas that are easily accessible to the
coast will become significantly more attractive. Glen Innes Severn area is well placed to take advantage of this
trend.
Many businesses in the area operate to serve the local market – if this market remains unchanged then potential
growth for these businesses is limited. There are also businesses in the area that export goods and services
outside the region - these businesses are growth focussed and pump wealth and employment opportunities
back into the Glen Innes Severn area. These net exporters are particularly important to the economy.
By attracting net exporting businesses, Glen Innes Severn area can expand employment opportunities without
increasing competition amongst local businesses. Increased investment attraction also creates the opportunity
to attract supply chains that support key business – further expanding the depth of the area’s economy.
A number of factors will help to achieve this growth outlook including:
• Creating a positive environment for new investment and becoming a lead competitor in investment
attraction in the northern New South Wales region.
• Providing good quality, reasonably priced land to attract new businesses.
• Targeted investment attraction of key areas including manufacturing, regional support services, service
businesses, aged care and professional services businesses.
• A very high quality lifestyle - low humidity and comfortable climate, a growing food and wine tourism market
and expanding tourism product.
18 Glen Innes Severn Economic Development Strategy
Investment Environment
In recent years, new business investment has been driven by leading retailers who have chosen to expand their
operations to the area. While this investment has been very positive, the next stage of growth for the Glen
Innes area needs to be driven by competing more effectively in the wider market place for new investment.
An effective way to support this is an Investment Pathway – a targeted service provided by Council that reduces
timeframes, improves flexibility of options and reduces cost for new investors – making it easier for them to
invest in the Glen Innes area compared with other options in northern New South Wales.
Council provides this Investment Pathway through its Significant Development Committee of Council. This
Committee provides an opportunity to discuss proposed developments with proponents in a confidential forum
prior to lodging a Development Application. Council also provides developers with an opportunity to attend
weekly Development Assessment Unit meetings to discuss developments prior to the lodgement of their
development applications. The Development Assessment Unit comprises Town Planning, Building Surveying,
Engineering and Community Services representatives who are available to discuss technical aspects of the
development.
This Investment Pathway initiative brings together different roles within Council to provide a seamless point of
access for new investors and a collaborative, responsive, partnering approach by Council - improving the
customer focus of Council when dealing with new investors.
This Investment Pathway can be supported by engaging an investment advocate – a person or agent
experienced in the development market – to build networks in the development industry and be alert for
opportunities to attract new investment to the Glen Innes Severn area. Both of these initiatives can be
supported by an investment attraction brief – outlining the benefits of locating in the area.
19 Glen Innes Severn Economic Development Strategy
A lower cost profile, stable employment and a conducive environment for families, business owners and
employees are competitive advantages for the area.
New Industrial Precinct
While there is some industrial land currently held by private interests in Glen Innes Severn area, there are
limited areas for significant new expansion. Given the target to create hundreds of jobs in the future,
investment in a new industrial precinct becomes a critical catalyst for expansion.
Investing in this resource will assist Glen Innes Severn area to expand and diversify its economy. These
approaches support expansion of existing businesses and investment by new businesses.
Health and Medical
One of the challenges at the present time for the Glen Innes Severn area is the limited availability of medical
services for new residents moving to the area. A strategy that supports attraction and retention of medical
professionals is a vital tool to ensure that families in all age groups – existing and new to the area– have access
to high quality medical services.
There is potential to build on the lifestyle strengths of the area – targeting services for the increasing number of
baby boomers moving to the area and linking the high quality lifestyle to medical and wellness business
investment. Attracting aged care and retirement facilities to the Glen Innes Severn area will support the needs
of a growing older population and would also support migration to the area.
Balancing this focus on older age groups is an initiative to attract wellness or medical services to the area – new
business investment in a high quality rural environment. There is growth in the medical services sector -
combining a high quality rural retreat with good food and wine creates an opportunity for ‘lifestyle retreat’
investment that could cover a range of initiatives:
20 Glen Innes Severn Economic Development Strategy
• Retirement village development.
• Aged care facility development.
• Medical services such as cosmetic surgery or other specialist medical services.
• Health retreats, wellness and natural therapy spas.
A feasibility study to identify potential and target investors can help to map a pathway for this new investment.
Growth and Investment Projects
Project Actions Outcomes
Investment Attraction
Partners:
Council,
Business community,
investors
• Council’s Investment Pathway initiative linked with active investment attraction
marketing.
• New investment advocate to work with developers and investors in the mid to
northern New South Wales market (targeting government and private sector
investment).
• New industrial precinct in Glen Innes to provide a high quality environment for
businesses attracted to the area. Maintain a high quality industrial area at
Deepwater.
• Creation and regular updating of a business attraction information package to
market Glen Innes as a place for business establishment. Cover information on
the economy, local services (schools, health, residential, transport, community
groups) and testimonials from existing major employers.
Market through events including Country and Regional Living Expos.
• Positive and attractive
environment for new
business investment
• Increased employment.
• Rebalancing the
demographics of the area.
Medical and Wellness
Sector Investment
Partners:
Council,
General practitioner
groups, new investors.
• Attract aged care and retirement facility and services investment.
• Medical professionals attraction and retention strategy to provide medical
services to support community growth.
• Feasibility study on investment attraction of a lead business in medicine and/or
wellness to support medical tourism to the area.
• Medical services available
to support community
growth.
• New medical/wellness
investment attracted.
21 Glen Innes Severn Economic Development Strategy
5. Employment and Skills
Education, Training and Skills
Education is a strength in Glen Innes with high quality local schools serving the community. The Learning Centre
provides access to online learning and is an accessible venue for education and training activities. Glen Innes is
situated close to university education options in Armidale.
The Glen Innes Severn area already has a strong informal education and training network – strengthening the
role of this network can help to retain education and training capabilities and identify opportunities to increase
local training and education options for the community.
One of the most important drivers for long term economic development and economic sustainability is the skills
base and innovation in the area. Building skills in formal and informal ways creates depth of capability,
strengthens opportunities for individuals and businesses and helps to improve regional competitiveness.
Retaining Employment
Glen Innes Severn area is the base for some important employers – the agriculture sector as a major industry
employer, as well as Council, Main Roads, Photo Create, Autobaler and Starlogixs.
Retaining these key businesses and ensuring that their employment and skills needs are met helps to strengthen
their competitiveness and support future growth. Strategies that work with and retain existing businesses are
particularly important and the loss of key businesses or a decrease in their employment has significant effects on
regional economies.
Working with these businesses and industries to understand their issues, needs and priorities for the future can
help to support their growth plans and ensure that they continue to contribute to the regional economy.
Increasing skill and
education levels in a region
is one of the most
important drivers for long
term economic growth.
22 Glen Innes Severn Economic Development Strategy
Engineering Capabilities
One of the most significant economic initiatives in northern New South Wales is the development of mining and
resource projects. New investment in these industries is creating direct employment as well as opportunities for
businesses to participate in major project supply chains. Wind projects proposed near Glen Innes and mining
and gas projects in the region will all create demand for local goods and services.
While smaller regional businesses aspire to winning this work, their ability to support large packages of work can
be limited. There is an opportunity for Glen Innes Severn Council to participate as a lead firm in pursuing
opportunities for maintenance support and engineering manufacturing in the area. Council’s capacity to bring
financial strength to these contracts can act as a hub for smaller engineering and services firms who, in their
own right, would have difficulty accessing these contracts.
Exploring opportunities in the major projects market can help to identify a range of opportunities for businesses
in the area. Collaboration to target these opportunities can deliver some important long term benefits –
employment growth, capability and skills development as well as boosting the local economy.
23 Glen Innes Severn Economic Development Strategy
Employment and Skills Projects
Project Actions Outcomes
Education and
Training Network
Partners:
Education and
training organisations
• Building on existing networks to establish an Education and Training Network in
Glen Innes Severn area to identify education, training and skills development
priorities.
• Collaboration between this Network, the business community and Council to
identify and address skills gaps.
• Champion skills and education as a lead focus for the area’s development in the
future.
• Stronger profile for
education and skills
development in the area.
• Improved qualifications
profile for the area.
Major Projects
Opportunities
Partners:
Council,
Business community
• Boost engineering manufacturing and related services capabilities in the area to
diversify the economy.
• Explore opportunities to build engineering manufacturing and related
capabilities in the area to target the major projects market. This includes using
Council’s engineering capabilities as a lead agent and networking with other
companies in major project supply chains for mining, wind farm and CSG
projects.
• Participation in a growth
sector – building
capabilities and
employment in the area.
Major Employer
Retention
Partners:
Council, major
employers, business
community
• Regular communication from Council to major employers to understand their
current and future needs to support growth.
• Identify support strategies that will facilitate development and growth by major
employers and work to implement these strategies.
• Proactive assistance to major employers to support growth.
• Retention and growth of
major employers in the
area.
24 Glen Innes Severn Economic Development Strategy
6. Digital Economy A strategy of proactively participating in the broadband rollout and building the online business capabilities of
existing retail, primary production and other businesses will help to diversify the economy and improve its
resilience and competitiveness.
The Glen Innes Severn area is already a base for a leading knowledge economy business – Photo Create. The
success of this business and its retention in Glen Innes Severn area highlights the ability of the area to host
knowledge economy businesses that take advantage of the growing global digital economy. There is potential to
attract additional digital economy businesses.
The rise of the digital economy has been one of the most significant economic developments in recent years.
More businesses are using online transactions and digital markets are emerging for new products and services.
Many traditional businesses are adding online sales to their business mix – expanding their reach into the
market place and offering greater flexibility to customers.
The online marketplace is also creating new competition for traditional businesses. This pressure is prompting
the need for businesses to ‘reconsider or reinvent’ the way they approach the market.
The National Broadband Network will establish the infrastructure to support high speed internet for cities and
regions throughout Australia.
Regions that are ready to maximise their use of this technology will benefit most from this investment.
Good communications and the digital economy can help to support economic development and growth in Glen
Innes Severn area.
25 Glen Innes Severn Economic Development Strategy
Digital Economy Participation
Council can play a lead role in welcoming infrastructure investment for the NBN – ensuring that uptake of
infrastructure is strong within the area and assisting businesses and the community to be ready for uptake.
National and international studies have shown that increased participation in digital economy businesses and
online activities creates new economic and community development opportunities. Education initiatives linked
with support for this new infrastructure can help to boost the economy.
In particular, working with small to medium sized enterprises on tools and skills to develop online presences and
online business is a vital step in strengthening the existing economy.
A number of strategies can support increased opportunities for businesses in the area to participate in the digital
economy. These include:
• Proactively supporting the rollout of NBN infrastructure in the area.
• Providing skills development for businesses to establish online presences and improve their understanding of
an ability to participate in the digital economy.
• Building on the existing track record of knowledge-based businesses in the Glen Innes Severn area (Photo
Create is the leader) by attracting more knowledge-based businesses.
26 Glen Innes Severn Economic Development Strategy
Attracting Knowledge Based Businesses
Knowledge based businesses – whether online or delivered through traditional means -create high value jobs
and participate in a growth economy worldwide.
Photo Create’s success in Glen Innes is a leading case study for the benefits a regional base can provide to a
globally competitive business. Promoting this case study and the lifestyle in the Glen Innes Severn area can help
to raise the profile of the Glen Innes Severn area as a destination for knowledge-based businesses – appealing to
business owners and their families as a lifestyle choice that provides a high quality rural living environment with
the business access they need to succeed.
While many regions struggle to attract and develop these businesses, the Glen Innes Severn area is already a
leader – Photo Create is an award-winning business operating in national and international markets.
Digital Economy Projects
Project Actions Outcomes
Digital Economy
Participation
Partners:
Council, NBN,
Business community,
Funding bodies
• The NBN rollout to Glen Innes Severn area.
• Initiative information sessions and skills development for the broader
community and for businesses in Glen Innes to maximise their opportunities in
using online tools, services and business transactions.
• Continue to work with small to medium sized businesses to establish leading
capabilities in the Glen Innes Severn area in terms of online and digital economy
participation.
• Improved
competitiveness for local
businesses.
• Increased online revenue
for Glen Innes Severn
businesses.
• NBN role out supported.
Knowledge Based
Businesses
Partners:
Council,
Business community
• Develop an investment attraction profile for knowledge based businesses
highlighting the lifestyle benefits, low costs and stable work force for knowledge
based businesses in the area.
• Profile the Glen Innes Severn area as a quality lifestyle change for business
owners in the knowledge economy.
• Increased investment in
knowledge-based
businesses.
27 Glen Innes Severn Economic Development Strategy
7. Supporting Infrastructure Economic development is an ongoing process and there are a number of supporting infrastructure and
strategies that help to boost economic development. These are:
• Communication and engagement – collaboration between Council and the business community to
implement the strategy.
• Key infrastructure – telecommunications and broadband, energy and transport infrastructure.
• Community services to support a growing community.
Communication and Engagement
The economic development strategy is a roadmap that outlines projects and initiatives. Its success will depend
on engagement with the business community and a successful partnering approach with private sector
advocates, organisations and agencies work together to achieve these outcomes.
Six-monthly briefings to the business community and working with business networks to seek feedback on
progress and opportunities in the future are particularly important.
While Council plays a critical role in creating the right environment for new investment; leading businesses and
members of the broader business community play an equally vital role in taking forward initiatives and
collaborating with Council to achieve shared goals.
28 Glen Innes Severn Economic Development Strategy
Supporting Infrastructure
Supporting infrastructure is needed for economic development. Recent Council initiatives have improved water
security and Glen Innes’ location on major highways supports transport access into and out of the region.
While current energy infrastructure supports economic growth at current levels, future growth will increase
demand for energy. Identifying priorities for traditional and innovative energy sources (green energy and
nuclear) need to be part of the evaluation and planning process.
Good telecommunications are vital – improving mobile and telephone communications to high quality standards
is important. Early rollout of the NBN will address this need.
Community Services
Glen Innes has been successful in attracting a range of community services and government agency
representation. Continuing to build on this service network is particularly important to support not only those in
the community who use these services but also strengthens the town as a regional hub. Continuing to grow this
array of services is a priority.