Recreation Centre Located at Albury - Report Example

I. Preamble The XYZ (Recreation site/Ecotourism destination) is a few months old and is located at Albury, New South Wales. The following are the details for this ecotourism project. Physical Description: This is an Outdoor Recreation suited for picnicking along an area with a small body of water, and where users can also do hiking, and jogging and other physical activities. Some bush walking can also be done, although the area still has to be enlarged, in as much as the activity requires a bigger area. The place is accessible to schools and students are encouraged to make their educational trips because of its being a nature hideaway. Market/catchment: Local residents; tourists local and foreign who want to escape the rigors of city life; students and employees from the city who want to take their weekend retreat. Capacity: One picnic area can accommodate ten to twenty persons, and currently there are ten picnic areas. Programmes: Enlargement, promotions to involve different media outlets, information campaign about ecotourism, encourage volunteerism through seminars/meetings to local community youth that caring for the environment is one form of improving self. Staffing: Twenty permanent staff; twenty to fifty contractual, and ten young volunteers who take turns in guiding and informing the users of the proper use of the environment. Distinction is emphasized between staff and employees on one hand, and local volunteers on the other. Volunteers are accorded guest status, i.e. with some privileges. The XYZ Ecotourism aims to provide outdoor recreation site for local residents and tourists with amenities for picnicking, hiking, bush walking, and other similar outdoor activities. It encourages weekend recreation/retreat for local residents and tourists who temporarily seek refuge from the hassles of urban life. 2. EXECUTIVE SUMMARY: XYZ Ecotourism was conceived some months ago during a group outdoor get-together by well-minded individuals, businessmen with previous acquaintances, who saw a flourishing ecotourism business in Albury, New South Wales, Australia. They were also impressed by the concern of local residents in the area who took turns in caring for their environment, and promoting green tourism among local businesses and small entrepreneurs in the community. With firm determination, the businessmen - five in number - who now comprise the majority of the stockholders bonded together and slowly transformed the once uninhabited and underdeveloped area in the outskirts into a flourishing ecotourism destination to feature an outdoor recreation in a natural setting. The recreation site provides a venue for people to escape - i.e. temporarily - from the rigors and stress of urban life, and to engage in a predominant recreational pastime of picnicking in a natural setting with the amenities of modern facilities and new technology. The site also provides a peaceful retreat for passive pursuits as well as opportunity for more active endeavors such as jogging, walking, hiking, bush walking, etc. 3. Summary of Objectives and Timelines 3.1 To provide an outdoor recreation or an ecotourism destination, conveniently situated near urban centers in Alsbury, New South Wales; 3.2 To produce an approximate number of picnic areas, with parking spaces, roads, paths, most of which are still to be constructed. The target maximum picnic areas is twenty, but can be expanded, considering the large area the facility provides. At present, the company has provided ten picnic areas located within a one kilometer radius, and within a short range from the Admin/Office. The main road is 95% complete, while some access roads are still being constructed; paths and trails are also provided, but still incomplete. These are the requirements for the picnic areas: tables in open spaces with scattered trees tables near parking areas facilities with a view of water, grassed areas with shades acceptable for grass picnicking flat or minimal sloping ground essential facilities: shelter, water, toilet block, barbecue sites, etc. There are immediate needs, meaning these things are to be provided immediately, while a few can be termed as long-term goals. 4. Dimensions and Cells 4.1 Service and Use XYZ Ecotourism Destination caters to people of all walks of life - residents of the area and tourists who can be customers or volunteers who regard ecotourism and green tourism as part of their lives. Volunteers can be any young adult who are physically fit to guide users for proper use and care of the environment. The users can use the amenities, shelter and caf', picnic areas and the long stretch for hiking and bush walking. 4.1.1 Present Situation The site is more conducive to picnicking, and there are ten picnic areas available. Roads and paths are also conducive for hiking and jogging; tracks are also in place for bush walking. Some other features for outdoor recreation can't be fully serviced at present. Some portions in the site are still under construction, or need further development. Primary users are urban residents and tourists who love outdoor recreation and the environment as a weekend destination. There are a few volunteers who help in caring for the environment. Personnel are still few and can not accommodate the growing number of clients/users. Funds are still minimal. 4.1.2 Evaluation (SWOT Analysis) a. Strengths Ecotourism is not just a growing business but is already a part of life of the local folks of Alsbury, New South Wales. The volunteers are well motivated and ready to serve. The staff is well-rounded, trained and motivated, who work not just for the money but for the love of working with environment, promoting, and enjoying. They give life and meaning to this endeavor of ecotourism which is not far from green tourism. Though there's lack of personnel, quality of service is not sacrificed. b. Weaknesses Service can not be completed because of lack of personnel. We also lack volunteers, and the proper program for volunteerism. c. Opportunities Growth can not be overemphasized. There is a trend of good business for ecotourism, and more help from the local businesses and citizens. Urban centers are demanding more ecotourism destinations, where employees, businessmen, and people from the city can indulge in outdoor recreation. d. Threats There must be a real program for volunteerism. This must be distinguished from business and volunteer work. The volunteers are to understand that they are doing something for the environment, although they are generally promoting business. Evaluation Improvement, growth and looking beyond are necessary. The public and environment are benefited by this endeavor. Although it is business, service to the people and care for the environment are incorporated in our organization's goals and mission. 4.1.3 Objectives 4.1.3.1 To foster and provide the broadest possible range for outdoor recreation to include such characteristics as hiking, jogging, bush walking, picnicking, and other physical activities within the confines of a nature hideaway, most suited for people who are fed up with the hassles of urban life. 4.1.3.2 To provide an equitable service to all persons regardless of physical impairment, ethnic background, or economic factors. 4.1.3.3 To maximize the use of the site/destination by the provision of the highest quality of service and concern. 4.1.4 Strategies and Timelines Information campaign, use of media, direct contact with the local populace, constant interaction with volunteers and staff, about ecotourism and green tourism; monthly meetings/seminar workshops are encouraged. Suggestions from employees can not be ignored. Concern for the users of ecotourism must be emphasized. Immediacy in service and use as appropriate because this is why we're here for. Things have to be done with dispatch to accommodate user demands. 4.2 ORGANISATION AND ADMINISTRATION 4.2.1 Present Situation At present, the organization is understaffed. Admin people are to make do with little resources, and with few managers to give on decisions of high standards. Organization is still in the process with people from the lower ranks sometimes puzzled as to where to get the necessary materials and equipment, and to whom to follow or whose decision is right. 4.2.2 Evaluation (SWOT Analysis) a. Strengths Organization is still in progress but working. The organization has informed the staff of an ongoing work/realigning of functions among higher echelons, the real managers, and that soon there will be real organized workforce and management. b. Weaknesses There are not enough supervisors or managers. Personnel and staff do lack. Volunteers are minimal. Personnel also lack training. c. Opportunities There is an opportunity for growth in management and organization. The present staff is motivated to work for advancement, and everyone is also encouraged to go for personal advancement. Teamwork is encouraged and has become a byword among managers to motivate employees to strive for the best. Evaluation There's still a long way for the organization to work in such a big undertaking as ecotourism business. The staff and volunteers must work as a team. Management should work hard to fill in the gap, purchase what is lacking, and work for a strong organization. 4.2.3 Objectives 4.2.3.1 To ensure that the site/destination meets all standards and policies of the XYZ Outdoor Recreation in accordance with the South Australian Monitoring Commission and other laws governing ecotourism; 4.2.3.2 To encourage the best and most qualified staff to work for quality service and concern for the environment and the local community; 4.2.3.3 To establish and maintain efficient and cost effective organizational system that best suits an outdoor recreation for local and foreign tourists; 4.2.3.4 To develop and maintain consultative mechanisms within the community that assist ecotourism users, volunteers and the general public for love and concern of the environment. 4.2.4 Strategies and Timelines Management and Staff should work overtime to fill in the gap within the organization, and strengthen it by hiring more qualified staff and personnel. Training and development should be emphasized, and enforced regularly. 4.3 Buildings, Equipment and Grounds 4.3.1 Present Situation There is utter lack of building for shelter, a caf' or canteen and admin/ office, and quarters for the staff and employees. At present, Admin occupies an office with quarters for staff and workers. There is only one truck to gather the trash/garbage, one truck and one service vehicle to service all the necessary jobs in the ecotourism business. The grounds for picnicking, walking and bush walking are still limited. 4.3.2 Evaluation (SWOT Analysis) a. Strength The present building, a facility for the Admin, quarters for the staff and workers, and small caf' can be expanded, to create a bigger structure, with parking spaces for the users. Layout has already been made for a larger building, a multi-purpose one. b. Weakness Parking spaces for picnickers are still to be expanded/developed; sewage and drainage are also to be developed; picnic areas, trails and paths have to be worked out. Construction of necessary facilities in the various picnic areas and other amenities are still being worked out. c. Opportunity There is opportunity for more renovation and expansion, structures have to be built, picnic areas have to be made attractive and safe to users. d. Threats Competition is a threat, especially if a new competitor is well funded. Volunteers may resign if not given proper attention and motivation. Evaluation There's much to be done when it comes to building, equipment and grounds. Structures have to be built, equipment purchased and grounds expanded. There's still time, and the people can work it out. 4.3.3 Objectives 4.3.3.1 To provide and maintain the highest possible quality of buildings and structures for ecotourism business, and to regularly upgrade equipment and other structures; 4.3.3.2 To maintain quality structures and facilities inside the site with safety as one of the primary concerns. 4.3.4 Strategies and Timelines Continuous development of the many areas in the business should go on. Upgrading and constructing of roads and paths have to go on with immediacy. Funds have to be allocated. 4.4. Income and Expenditure 4.4.1 Present Situation Lack of funds is the primary problem. Immediate funds for the day to day operations are available; long term goals however need to be reinforced. Equipment can not be purchased right away, and service sometimes has to suffer. 4.4.2 Evaluation (SWOT Analysis) a. Strength With increase in market and continued media campaign, awareness and promotions, there are avenues for acquiring funds to cover expansion and improvement, purchase of equipment and hiring of highly qualified employees to answer the demands of a growing clientele. b. Weakness Larger expenditures are foreseen because of the many still undeveloped day use areas which have to be built and constructed with buffer zones, entry roads, car parks, picnic areas, walking trails, etc. At present, existing day use areas servicing users need more development/maintenance or still to be realigned in accordance with standards, and to suit users' tastes. c. Opportunity Though there may be large expenditures due to growing market/clientele, income is also growing, which means that business is expanding. It needs further focus. Steps have to be done to attract investors; signs however are promising. d. Threats Expansion is needed but this should not be prioritized with improvement. Existing facilities must be maintained and improved first before we have to expand and grow. Evaluation There's a growing income, but more expenditure, so this has to be balanced. Improvement, development, expansion, maintenance have to be properly coursed or studied by highly qualified financial managers. We have to attract more investors to acquire more finances, so we can improve quality of service. 4.4.3 Objectives 4.4.3.1 To be financially self sufficient for the short and long term goals and to generate sufficient funds to expand the area for users; 4.4.3.2 To ensure an optimal return on investment to attract more investors. 4.4.4 Strategies and Timelines Qualified financial managers can give more viable recommendations regarding income and expenditures. Nevertheless, there has to be a balance between money in and money out. 4.5 Promotion and Marketing 4.5.1 Present Situation There's not much promotion and awareness to attract clients and users of ecotourism. Media however are attracted to focus their programmes for ecotourism. There is an increase of users with respect to day to day operations. 4.5.2 Evaluation (SWOT Analysis) a. Strength There is increase attraction to the countryside - love for outdoor recreation. People of all walks of life want a nature hideaway, due to increase stress in urban life. A newcomer or user of our facility goes out to tell other people of the advantages of going on an ecotourism destination, for just once a week or more. Every user can become a promoter of our facility, if he/she is satisfied with staff performance and no complaints with existing facilities. b. Weakness Not much on promotion; management relies on word of mouth, and media maybe taken for granted. c. Opportunity People and users spread the news. They attract other people, other clients. Volunteers attract other volunteers. This is an opportunity for management that must not be ignored. d. Threats Negative feedback is unavoidable, but can be countered. Evaluation (continued) Promotion and marketing go together. But, there's not much that is being done on promotion and marketing. This could be due to lack of qualified personnel to handle the job. At present, management is relying on word of mouth to handle the promotion. Multi media can be tapped - newspapers, radio, television, and other forms of communication like the internet. The internet can spread widely. The website for XYZ Ecotourism has to be hosted properly. 4.5.3 Objectives 4.5.3.1 To improve business, promotion and marketing; 4.5.3.2 To improve momentum in servicing users, and to acquire more investors for ecotourism. 4.5.4 Strategies and Timelines At present, news of the many features of XYZ has spread rapidly, but this can be enhanced with more media mileage, and the use of other technologies like the internet. Public relation and promotion may not be too expensive if handled properly and by expert personnel. This is also a priority. 5. BEYOND NEXT YEAR Items to be included in future Annual Management/Business Plans are as follows: 5.1 Services and Use Quality for service and use affect any organization. The purpose of an ecotourism destination is to give the users quality time in enjoying nature or some quite time for retrospection. This quality time should be the concern of our organization. 5.2 Organization and administration More hiring of qualified personnel to handle sensitive jobs. Organization has to be strengthened. Volunteerism should be considered a part of the main objectives. 5.3 Buildings, Equipment and Grounds More buildings to be built. Equipment to be purchased, and grounds improved and expanded. Safety is a primary requirement by applying the necessary and lawful architecture. 5.4 Income and Expenditure Proper management of income and expenditure by qualified financial managers. Funds must be released immediately. Income generating measures should also be enforced. 5.5 Promotion and Marketing Increase awareness and promotion in the urban areas about ecotourism and environment. Evaluation Construction of the many features of XYZ Ecotourism should be in full force and must have completed at least 95% of the required structures, buildings, roads and day use areas. With next business year, XYZ should be concerned with other things like expansion and more quality service and use, rather than the completion of unfinished structures. All structures must have been finished by next business year. In a year's time, XYZ will become a big organization servicing international tourists. Read More