Land-Art-Farm - Anatomy of a Tourism No-Go Decision

Abstract

Case context: In April 2009, the Australian Government announced a new form of tourism support program, the TQUAL Grants. The aim of this modest $8 million round was to stimulate sustainable growth in the Australian tourism industry by supporting initiatives that would: • develop innovative product, services or systems within the tourism industry • contribute directly to long-term economic development in the host region • develop or support high quality visitor services and experiences. Category 1(Innovative Tourism Projects) included a sub-category for Project Initiation (grants of $5,000 to $25,000 to be matched by applicant cash) intended to support operators in early market and feasibility assessments. In February 2011, a simplified second round was announced in part reflecting lessons from round 1. Frontiers Insight submitted a Project Initiation proposal in 2009 for development stage work on Land-Art-Farm – to move from concept, to positioning, to feasibility analysis, and business plan. Preparing the proposal took intensive weeks including interactions with supporters. Feedback indicated it was a strong application for just Aus $16,000 During development of the Land-Art-Farm TQUAL proposal, dynamics and realities around the economics of private sector tourism attractions became rather clearer. As a Destination attraction, multiplier returns from Land-Art-Farm to regional and local economies multiple millions a year. Yet, Land-Art-Farm itself would likely struggle to cover costs. Like much in tourism, this would need to be a joint effort. So, Government and community willingness to support the regional potential through a small TQUAL grant was the first market test for Land-Art, and it did not pass that hurdle. The case study paper initially posted on SSRN in 2011, gave insights into a 'no-go' decision for a destination attraction investment. Regional tourism appeared to depend on government, and/or on attracting those with money, passion and some willingness to lose their funds (as discussed in Part D, Writing on the Wall).Update in 2013. With baby boomers as still over 20% of the Australian population, and their retirement underway, even conservative official projections list tourism among growth sectors for the next decades - international and domestic. The challenge now is to reshape LAND-ART-FARM for a changing tourism and financial dynamic and to start soon with introductory phases in terms of business, the land-art, and trickles then streams of visitor tourists. That challenge commenced on 12 May 2013. The case study papers has been removed from SSRN for the present, for updating as the market and logistics research is re-analysed and deepened. Progress will be advised via the Frontiers Insight website.