Agenda of Economic Development & Communications Committee Meeting

Agenda (Open Portion)

Economic Development & Communications Committee Meeting

Page 5

2/6/2022

Economic Development & Communications Committee Meeting (Open Portion) held Thursday, 2 June 2022 at 4:30 pm in the Council Chamber, Town Hall.

This meeting of the Economic Develpoment & Communications Committee is held in accordance with a Notice issued by the Premier on 3 April 2020 under section 18 of the COVID-19 Disease Emergency (Miscellaneous Provisions) Act 2020.

The title Chief Executive Officer is a term of reference for the General Manager as appointed by Council pursuant s.61 of the Local Government Act 1993 (Tas).

COMMITTEE MEMBERS

Alderman D C Thomas (Chairman)

Alderman M Zucco

Alderman Dr P T Sexton

Councillor M Dutta

Councillor J Fox

NON-MEMBERS

Lord Mayor Councillor A M Reynolds

Deputy Lord Mayor Councillor H Burnet

Alderman J R Briscoe

Councillor W F Harvey

Alderman S Behrakis

Councillor Z Sherlock

Councillor W Coats

Apologies:

Leave of Absence:

Alderman D C Thomas

1. Co-Option of a Committee Member in the event of a vacancy

2. Confirmation of Minutes

The minutes of the Open Portion of the Economic Development & Communications Committee meeting held on Thursday, 31 March 2022, are submitted for confirming as an accurate record.

3. Consideration of Supplementary Items

Ref: Part 2, Regulation 8(6) of the Local Government (Meeting Procedures) Regulations 2015.

Recommendation

That the Committee resolve to deal with any supplementary items not appearing on the agenda, as reported by the Chief Executive Officer.

4. Indications of Pecuniary and Conflicts of Interest

Ref: Part 2, Regulation 8(7) of the Local Government (Meeting Procedures) Regulations 2015.

Members of the Committee are requested to indicate where they may have any pecuniary or conflict of interest in respect to any matter appearing on the agenda, or any supplementary item to the agenda, which the Committee has resolved to deal with.

5. Transfer of Agenda Items

Regulation 15 of the Local Government (Meeting Procedures) Regulations 2015.

A Committee may close a part of a meeting to the public where a matter to be discussed falls within 15(2) of the above regulations.

In the event that the Committee transfer an item to the closed portion, the reasons for doing so should be stated.

Are there any items which should be transferred from this agenda to the closed portion of the agenda, or from the closed to the open portion of the agenda?

Item No. 6.1

Agenda (Open Portion)

Economic Development & Communications Committee Meeting

Page 8

2/6/2022

Memorandum: Economic Development & Communications Committee

2022 Passport to Hobart Program Summary

Passport to Hobart was a summer marketing campaign to support Hobart food and beverage venues. It was originally held in 2021 and returned again in 2022 to support local businesses in response to COVID-19 and to encourage people to dine out in Hobart.

Background

In December 2021 and January 2022, there were concerns about the effect of the COVID-19 pandemic and feeling of uncertainty in the community regarding the impacts of the Omnicom variant. Interstate boarders were open and visitors were travelling around the state. However, there was concern that locals were staying away from the city centre and this may be impacting local businesses. The Passport to Hobart campaign was designed as an attraction and incentive scheme to address these concerns.

The objectives of the campaign were to:

· Incentivise the community to dine (either via takeaway or eat in) at participating venues via the Stamp Me app

· Support food and beverage operators across the City of Hobart in response to COVID-19

· Encourage the community to explore dining options within the municipality through the promotion of all participating venues

The campaign was originally run under the City’s marketing program Hello Hobart. At this time no one could travel due to the COVID-19 lockdowns. The campaign encouraged people to ‘travel around Hobart’ and to collect ‘stamps’ on a digital passport to be rewarded. People were encouraged to ‘dine around the world’ of food in Hobart.

Program Value

The program’s voucher offering consisted of a $10 Welcome Voucher (received upon sign up to the scheme) and a $20 reward vouchers once the customer had received three (3) stamps (previously five (5) stamps in 2021), which were accumulated through completing a minimum $20 spend at participating stores/businesses per stamp.

The rules to the scheme remained largely consistent with the 2021 campaign, with two exceptions; the first being the change to the number of stamps to be collected to receive the reward and the second being the number of participating businesses, as the scheme operated an ‘opt in’ arrangement.

Marketing and Communications

The marketing approach included:

· Radio advertising on Hit 100 and MMM throughout April and May

· Social media promotion on Hello Hobart Facebook and Instagram including posts, stories, reels and video content.

· Interview stories on selected businesses for the website and social media

· Business information listing on Hello Hobart website

· Advertising in digital signage in car parks

· Posters distributed throughout the greater Hobart, Kingsborough and Clarence areas

· Mercury advertising for the EOI for venue operators

· Mall Booth advertising on the digital screens

· City of Hobart social media

· Promotion at Party in the Apocalypse

· Store collateral

Figure 1: Digital Marketing

Figure 2: Mercury Newspaper EOI for Businesses

Results

The 2022 Passport to Hobart campaign was not as well supported by businesses or consumers compared to the 2021 campaign. This is due to a number of factors including:

· the reintroduction by the Tasmanian Government of interstate and international travel, reducing the need for businesses to rely on an external incentives

· The scheme was built on an operator participation model at a time when operators were focusing on operational and service challenges aligned with increased consumer activity

· Potential residual consumer fatigue from voucher schemes

Social Media

Despite the fact there were multiple messages to convey to audiences, once posts were made the data below shows strong engagement and interest from audiences wanting to understand what stores were involved. This also resulted in some good promotion of participating stores to an expanded on line audience during the campaign.

Facebook	Instagram
25 posts	17 posts
12,678 followers	58,000 post impressions
90 comments	9,100 followers
97 shares	1,200 likes

$10 Welcome Voucher Uptake

$20 Voucher Uptake

2022 Program Benefits

· Every store was visited by a City of Hobart employee to drop off the launch kits and promotional material. These store inductions allowed Council officers to meet local business owners, get an insight into their business and their current concerns.

· Customers engaged with store stories and shared and recommended them to their friends. Many comments were overwhelmingly positive.

· A series of business interviews were scheduled to create social content and tell the businesses story. These stories delivered good promotion for each business and helped to raise awareness and connect them with new customers.

Considerations for Future Campaigns

· The requirement for business participation created barriers to uptake due to additional work required by vendors. Future campaigns need to be consumer led or leverage existing planned events and activities and parking promotions to drive consumer behaviour.

· Opt-out rather than opt-in process for business involvement to disperse opportunities more equitably.

· Communication channels will focus on targeted messaging and branding that leverages both CoH and Tasmanian identities to appeal to local, interstate and emerging international visitors.

· Any campaign will also consider the visitor economy supply chain, noting four (4) of the ten (10) most visited destinations to Tasmania are in the Hobart LGA.

· Campaigns must consider specific business product and service offerings, overlapping events, business events, transport, parking, brand management in the broader scope of promotions.

REcommendation

That:

1. The memorandum report 2022 Passport to Hobart Program Summary be received and noted.

2. Future promotional campaigns focused on increasing consumer engagement in Hobart CBD note the learnings and improvements highlighted in the memorandum report 2022 Passport to Hobart Program Summary.

As signatory to this report, I certify that, pursuant to Section 55(1) of the Local Government Act 1993, I hold no interest, as referred to in Section 49 of the Local Government Act 1993, in matters contained in this report.

Nick Andrew

Manager City Economy

Jacqui Allen

Director Connected City

Date: 24 May 2022

File Reference: F22/47269; 16/120

Item No. 6.2

Agenda (Open Portion)

Economic Development & Communications Committee Meeting

Page 13

2/6/2022

Memorandum: Economic Development & Communications Committee

2022 Japanese Children's Day Event Summary

Background

The City of Hobart (the City), in partnership with the Royal Tasmanian Botanical Gardens (RTBG), held Hobart's fourth Japanese Children's Day event from Saturday 30 April to Sunday 8 May 2022.

The event, which originates from Japan and celebrates children, was initiated by the City’s Hobart Yaizu Sister City Committee to celebrate and promote the cultural richness of our community and Hobart's highly valued Sister City relationship with Yaizu, Japan which celebrates its 45^th Anniversary in 2022.

Strategic Alignment

The Japanese Children’s Day celebrations, which are culturally inclusive, diverse, connected and respectful, are consistent with:

· City of Hobart A Community Vision for Our Island Capital

· City of Hobart Capital Strategic Plan 2019-29, specifically:

4.3.7 Support the City’s existing international relationships and respond to new opportunities, in line with the community vision

4.3.8 Develop greater community involvement in international relations programs

Event Details

This year visitors to the Japanese Children’s Day celebrations enjoyed:

· A program of live events and demonstrations at the Japanese Garden, presented by students and members of our Japanese community on Saturday 30 April and Saturday 7 May. The program is detailed in Attachment A. Poor weather resulted in the cancellation of the Taiko drumming performance.

· A display of over 1,000 children's handcrafted carp shaped decorations hung in the RTBG's Japanese Garden

· A six metre traditional Koinobori windsocks donated by Hobart's Japanese sister city, Yaizu

· Information about Japanese Children's Day and Hobart’s 45 year sister city relationship with Yaizu

· Japanese inspired food from the Royal Tasmanian Botanical Gardens’ café.

Following feedback from the 2021 community, school and visitor survey data, the 2022 event included the following:

· Continuation of the 2021 extended nine day, two weekend event (previously one weekend event) as unanimously supported by schools and RTBG.

· Decoration materials made of repurposed, compostable and or biodegradable materials with no more recycled plastics. Decorations supported cross curriculum connections in language, waste/sustainability and arts.

· A program of free family activities presented by schools and members of Hobart’s Japanese Community, run on both Saturdays.

· Over 40 Koinobori decorations handmade and sent to the City by students from Yaizu, Japan.

· Use of QR codes for visitors to connect to the City’s Yaizu international relations webpage, a 45th anniversary video on YouTube and a link to participate in a visitor survey.

City of Hobart 2022 event data

School Registrations

· 18 schools registered for the 2022 event

· Two (2) schools withdrew prior to the event due to COVID-19 related stresses and absenteeism.

· 16 schools, with students ranging from kindergarten to college, contributed over 1,000 handcrafted compostable/biodegradable decorations. Seven (7) of these schools were from within the Hobart Local Government Area (LGA).

Social Media & Engagement

Visitor Surveys	86 self-initiated visitor surveys were completed via an onsite survey poster with a QR Code. · 92% - of survey participants were from Tasmanian postcodes · 8% of survey participants were from interstate - VIC, SA and QLD
City of Hobart Yaizu webpage	12 visits between April 30 and May 8 (inclusive). This is up from an average of 3-6 visits during the same timeframe in other months.
45^th Hobart Yaizu Anniversary video (YouTube)	13 views which came from the QR code displayed at RTBG.
Facebook	Children’s Day Week 1: 7,066 total reach, 167 engagements Children’s Day Week 2: 3,455 total reach, 105 engagements 45^th anniversary video: 2,745 total reach, 202 engagements
Instagram	Children’s Day Week 1: 424 total reach, 13 likes 45 years anniversary video: 619 reach, 22 likes

Royal Tasmanian Botanical Gardens’ data

Top gate count	2,984 visitors on the first weekend 2,100 on second weekend. The drop in numbers is attributed to severe weather conditions with heavy rain fall.
RTBG Café	The café reported strong trade with the Japanese menu sold out on first weekend.
School Groups	Five school groups, 30 – 60 students per group, booked weekday tours with RTBG to visit the installation.
Additional Feedback	The RTBG reported that poor weather conditions typically kept people away but also noted that “From the Gardens point of view, we love hosting this event – it’s wonderful for families to engage with Japanese culture in this way and to see such a colourful spectacle!”

Funding Sources

The 2022 Japanese Children’s Day event was completed at a cost of approximately $7,000 to the City Economy Unit, including staff hours and promotional materials. This estimate does not include additional support provided by the City’s communications and marketing team.

The Royal Tasmanian Botanical Gardens provided approximately $27,000 in in-kind contributions through use of the venue and staff support. This does not include promotion by the Royal Tasmanian Botanical Gardens.

There was no cost to the City from Japanese community and school contribution to the event through decorations, performances, workshops and demonstration, or through promotion on their media platforms and networks.

Event Feedback

The following are examples of feedback that the City received through its onsite survey.

Question

Do you have any comments, feedback or suggestions that you would like to share with the organisers of the Children’s Day display and events? (City of Hobart and Royal Tasmanian Botanical Gardens)

Examples of answers

· An excellent initiative

· The Japanese gardens are incredible and the children's day display a wonderful bonus!

· Lovely surprise. Great to explore.

· Would love to see more Japanese activities on the day. Also, some Japanese food vans located near the gardens would great for families having picnics.

· Very much enjoyed it and my 3.5 year old LOVED it!

· Absolutely beautiful! Thank you 😊

· Lovely installation. We enjoyed it last year too.

· Absolutely love the displays done by all of the children. So respectful and so much colour. What a fabulous idea I hope to take ideas back to my classroom back in Victoria. Thank you

· We live in Hobart and my wife is from Tokyo, she hasn't been home to visit her mum for a few years and today we visited the Japanese garden, it made her very happy - thank you. The children's day celebration was beautiful

· Loved it.

· Wonderful display

· I love the inclusivity of this work

· We’ve made this an annual event to come and see the beautiful decorations

· Beautiful, creative children

· Thank for this opportunity for the kids

2023 Japanese Children’s Day celebrations

The Australia Japan Society, Tasmania (AJS-Tas) wrote to the Lord Mayor in February 2022 requesting the City’s support to trial a 9 day ‘Japanese Festival’ to run alongside Children’s Day. In Japan, Children’s Day falls within a week-long public holiday called Golden Week where a number of national events are celebrated.

The intention of the Japanese Festival is to engage Japanese hospitality businesses, cultural clubs and associations across the LGA to open their doors and offer special incentives and activities for the wider community to engage with their establishment.

The Lord Mayor wrote to AJS-Tas President Dr Steven Phipps on 09 May 2022, accepting the proposal and committed the City to support to a pilot in 2023. It is anticipated that the 2023 event will be extended ‘by engaging the wider local Japanese Community’.

The Hobart Yaizu Sister City Committee, which meets every six (6) weeks and includes AJS-Tas President and members, will progress a detailed Japanese Festival event plan.

Japanese Children’s Day will continue to run as an annual event in collaboration with the RTBG. It is proposed that the event continues to be delivered in the same format as 2022, engaging local and Yaizu students.

Details of the proposed Japanese Festival and 2023 Japanese Children’s Day events will be provided to Committee via a report in late 2022.

REcommendation

That:

1. The memorandum 2022 Japanese Children's Day Event Summary be received and noted.

2. Council officers prepare a report for Committee that details the proposed Japanese Festival and 2023 Japanese Children’s Day events.

Luke Doyle

Project Manager Economic Development

Nick Andrew

Manager City Economy

Jacqui Allen

Director Connected City

Date: 24 May 2022

File Reference: F22/47426

Attachment a: 2022 Japanese Children's Day Program ⇩

Item No. 6.3

Agenda (Open Portion)

Economic Development & Communications Committee Meeting

Page 22

2/6/2022

REPORT TITLE: International Relations Update June 2022

REPORT PROVIDED BY: Manager City Economy

Director Connected City

1. Report Purpose and Community Benefit

1.1. The purpose of this report is to provide an update on international relations activities that have taken place since the last report to the Council on 15 March 2022.

1.2. This report assists in increasing community awareness of Council’s international activities during the recovery phase of the COVID-19 pandemic including our Antarctic engagement activities.

2. Report Summary

2.1. This report provides updates on:

2.1.1. Investigations into potential sister city relationships with Jiri (Nepal), Kochi (India) and Incheon (South Korea)

2.1.2. The waste education program being investigated for Balibó, Timor Leste

2.1.3. Operational activities relating to the City’s friendship city relationship with Fuzhou, China and the City’s sister city relationship with Yaizu, Japan

2.1.4. The City’s relevant engagement with Department of Foreign Affairs and Trade, including recent discussions with regards to the establishment of the Centre for Australia-India Relations.

2.1.5. The City’s engagement in the Antarctic sector, including with the Ambassador to Argentina, Mr Brett Hackett.

2.1.6. Engagement with dignitaries including the Ambassador of Finland her Excellency Ms Satu Mervi Katriina Mattila-Budich and the Ambassador of France, His Excellency Mr Jean-Pierre Thébault.

3. Recommendation

That the report International Relations Update June 2022 be received and noted.

4. Background

4.1. This report provides an update on all international relations activities that have taken place since the last report to the Council on 15 March 2022.

Jiri (Nepal), Kochi (India) and Incheon (South Korea)

4.2. At its meeting of 3 March 2022, Committee resolved that:

1. Investigations into potential new relationships with cities Jiri in Nepal, Kochia in India and Incheon (South Korea) to be placed on hold and reviewed in September 2022.

4.3. It is anticipated that an update will be provided to Committee after September 2022.

Balibó, Timor Leste

4.4. At its meeting of 3 March 2022, Committee resolved that:

3. The waste education program being considered for Balibó, Timor Leste to be placed on hold and reviewed in September 2022.

4.5. It is anticipated that an update will be provided to Committee after September 2022.

Yaizu, Japan sister city

4.6. The fourth Japanese Children’s Day celebration was held 8 April to 30 May 2022 in the Royal Tasmanian Botanical Gardens. It was held over nine days, including two weekends.

4.6.1. A separate, summary report is being provided to Committee, outlining the activities and achievements of the event.

4.7. A subsequent future report will outline the proposal for Japanese Children’s Day celebrations in 2023. It is anticipated that the event planning and promotion will focus on increasing local business and community participation.

Fuzhou, China friendship city

4.8. A friendship city relationship was established between Fuzhou and Hobart in 2017.

4.9. To celebrate the fifth anniversary of this friendship, a celebration call has been scheduled for 24 May 2022 with attendance by Director Connected City, Deputy Lord Mayor and Lord Mayor of Hobart.

4.9.1. Representatives from St Mary’s College, South Hobart Football Club, Australia Fujian Association and Department of Communities will also be in attendance.

Department of Foreign Affairs and Trade Engagement

4.10. A meeting with the Assistant Secretary of Department of Foreign Affairs and Trade (DFAT), Mr Paul Stephens, was held with Manager City Economy on 11 May 2022 as part of wider national stakeholder engagement activities.

4.10.1. In addition to meeting with the City of Hobart, Mr Stephens has also spoken with UTAS and several local migrant community groups including the Indian Business Society and the Indian Cultural Society with the aim of collecting feedback on local and regional issues affecting business, trade, international education and outlining past discussions held between cities in Australia and India over the last two (2) years.

4.10.2. The DFAT meeting also provided an introduction to the support and services to be offered by the Centre for Australia-India Relations. It is understood that this will include $28 million to promote policy development, building business literacy and links with local Indian communities, engaging and support bilateral relationships, deepening cultural connections and the administration of $20 million in grants and friendship initiatives.

Antarctic Engagement Update

4.11. The Director Connected City, together with the Senior Advisor Economic Development, attended the Tasmanian Antarctic Gateway Advisory Committee meeting of 31 March 2022.

4.11.1. Council officers are continuing discussions with Antarctic Tasmania about the way in which the City may support growth in activity in the Antarctic and Science areas, and obtaining membership at the Tasmanian Antarctic Gateway Advisory Committee.

4.12. A meeting was held at the request of the Australian Ambassador to Argentina, Mr Brett Hackett, on 13 April 2022. The meeting was held to discuss the process towards future potential relationships between the City of Hobart and the City of Ushuaia, Argentina.

4.12.1. During this meeting it was shared by the Ambassador currently 6,500 Australian travel from Ushuaia to the Antarctic annually and the city was investigating possible relationships with Hobart in order to foster future knowledge exchanges, build relationships and research collaboration with UTAS, and to consider other science and industry benefits relevant to Antarctic research and exploration.

4.12.2. City of Hobart officers provided an overview of the existing criteria for Sister City style relationships noting discussions regarding new relationships are on hold until September 2022.

4.12.3. Officials in Ushuaia are considering a formal letter with embassy support to be drafted to facilitate future discussions later in 2022.

4.13. A meeting between the Lord Mayor of Hobart and the Lord Mayor of Christchurch, New Zealand was scheduled for 18 May 2022. Unfortunately this meeting was postponed by City of Christchurch and is yet to be rescheduled.

4.14. Funding is allocated in the 2022-23 budget for a Hobart based Antarctic Youth Ambassador for two years commencing in 2022-23 (contingent on match funding from another stakeholder).

4.14.1. Council officers are actively seeking a funding partnership for this role.

4.15. Above discussions and engagement will be considered in the development of Antarctic content for the City’s new Economic Development Strategy.

5. Ambassador of Finland

5.1. An official call between the Lord Mayor of Hobart and the Ambassador of Finland was held on 12 April 2022. The Ambassador of Finland, Her Excellency Ms Satu Mervi Katriina Mattila-Budich, Mr Henrik Budich, Honorory Consul Bob Gordon and DPAC Protocol Officer Deanna Turnball, were received at the Town Hall by Lord Mayor Councillor Anna Reynolds, Chief Executive Officer Kelly Grigsby and Director Connected City Jacqui Allen.

5.2. Discussion included opportunities to share knowledge in the area of Smarty City technology, Circular Economy and Sustainable Urban Development. The Economic Development team will continue engagement.

6. Ambassador of France

6.1. An official call between the Lord Mayor of Hobart and the Ambassador of France was held on 17 May 2022. The Ambassador of France, His Excellency Mr Jean-Pierre Thébault, Honorary Consul Mr David Shelley and DPAC Protocol Officer Deanna Turnball, were received at the Town Hall by Lord Mayor Councillor Anna Reynolds, Chief Executive Officer Kelly Grigsby, Director Connected City Jacqui Allen, and Manager Strategic Engagement and Partnerships Ben Bowring.

6.2. Discussions covered opportunities to increase French language education across schools and in the community more broadly, and opportunities for cultural exchange noting the history of early French exploration of Tasmania.

7. Proposal and Implementation

7.1. Officers will continue the operational aspects and local stakeholder interactions consistent with the motion passed by Council to postpone new relationship discussions until after September 2022.

7.2. Further engagement with Antarctic Tasmania and the Department of State Growth is planned with the aim of achieving membership of the Tasmanian Antarctic Gateway Advisory Committee.

7.3. The City will maintain ongoing engagement with local DFAT representatives with regards to information sharing opportunities and the new Centre for Australia-India Relations.

8. Strategic Planning and Policy Considerations

8.1. Ongoing engagement in international relations is aligned with Hobart: A Community Vision For Our Island Capital and outcomes outlined in the Capital City Strategic Plan 2019-29, specifically:

2.2.2 Support and advocate for all people and communities to celebrate their histories and identities and encourage mutual understanding

2.2.3 Provide and support activities and programs that celebrate diversity to reduce social isolation and build cohesion

4.3.7 Support the city’s existing international relationships and respond to new opportunities, in line with the community vision

4.3.8 Develop greater community involvement in international relations programs

8.2. The City’s work undertaken with regards to international relations is also aligned to the City’s International Relations Action Plan.

9. Financial Implications

9.1. Funding Source and Impact on Current Year Operating Result

9.1.1. Proposals in this report have no financial implications for this year’s operating result.

9.2. Impact on Future Years’ Financial Result

9.2.1. Proposals in this report have no financial implications for the 2022-23 operating result.

9.2.2. The report makes note of a Hobart based Antarctic Youth Ambassador for two years commencing in 2022-23, contingent on matching funding from another stakeholder. This funding has been allocated in the 2022-23 budget.

9.3. Asset Related Implications

9.3.1. There are no asset related implications.

10. Legal, Risk and Legislative Considerations

10.1. There are no legal implications arising from the proposals in this report.

11. Environmental Considerations

11.1. There are no environmental implications arising from the proposals in this report with all work being undertaken locally.

12. Social and Customer Considerations

12.1. It is of continued social importance that the City of Hobart fosters a diverse selection of international relationships based on geography, industry and nature of outcomes (community, culture, economic).

13. Marketing and Media

13.1. Council officers will work with the City’s marketing and communications team to promote and market the City’s work in international relations.

13.2. A communications plan will be developed as part of the City’s Economic Development Strategy, which will guide future marketing and media in this area of work.

14. Community and Stakeholder Engagement

14.1. This report is advocating no significant change that would require stakeholder engagement.

14.2. The City continues to engage with stakeholders in the international program regularly, both in person in Hobart and via online platforms.

14.3. The communications plan, to be developed as part of the City’s Economic Development Strategy, will outline opportunities for community and stakeholder engagement associated with future activities.

15. Delegation

15.1. This is a delegation for Committee.

Nick Andrew

Manager City Economy

Jacqui Allen

Director Connected City

Date: 27 May 2022

File Reference: F22/47620; 16/120

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