#10052668 RMIT BRIEF: ATTRACTING YOUNGER VOLUNTEERS TO THE BUSINESS AND TOURISM MELBOURNE VOLUNTEER PROGRAM Research shows that whilst visitors value face to face interaction when sourcing information about their stay in Melbourne, they relate better to people that come from similar demographics and may share the same interests. More than two thirds of our volunteers are over the age of 60 with only 17% under the age of 30. The majority of our volunteers come from an Anglo Australian background. With the emerging travel market from China and other parts of Asia, the City of Melbourne is keen to recruit and retain a more diverse volunteer workforce. This would include volunteers from a younger demographic and from a range of cultures. Considering the way that visitor needs are changing and the prevalence of social media and the use of electronic devices in accessing visitor information, we would like to attract a more tech savvy volunteer who is flexible in the way they deliver information. In making your recommendations, consider the following questions. x How do we attract younger volunteers and volunteers from a diverse range of cultures? - What networks could be utilised? - What form of advertising could be used? - How would you promote the volunteer program and visitor services? - What new communication channels/technology/social media are out there? - What new attributes / behaviours would younger volunteers bring to the program? - What are their background/s and demographic/s? x What can be done differently? - How would our programs need to change to attract and retain younger volunteers? - Any changes or improvements to the recruitment process? - Whilst the City of Melbourne is budget conscious, if there is a budget impact, please outline approximate investment for suggested changes. x What would attract/entice you to volunteer with Business and Tourism Melbourne? What’s in scope x Recruitment of younger volunteers and volunteers preferably from diverse backgrounds x Retention of these volunteers once recruited#10052668 VISITOR SERVICES City of Melbourne’s Business and Tourism Melbourne (BTM) branch delivers information services to nearly two million visitors each year. Our team deliver the following visitor services to ensure Melbourne is recognised as a friendly and welcoming destination: Program Location Melbourne Visitor Centre (MVC) A one-stop shop for information on what to see and do in Melbourne and Victoria. Federation Square, on the corner of Flinders Street and Swanston Street Melbourne Visitor Booth (MVB) Face-to-face information service specialising in information on shopping, public transport and general visitor enquiries. Bourke Street Mall, between Swanston Street and Elizabeth Street City Ambassador Program (CAP) A mobile, on-street information service providing visitors with directions and tourist information. Along Swanston Street, between Flinders Street and Bourke Street Fitzroy Gardens Visitor Centre (FGVC) Information service based in Fitzroy Gardens providing information about city parks and gardens and general Melbourne information. Fitzroy Gardens Melbourne Greeter Service (MGS) A free walking orientation of the city conducted by a local volunteer. Orientations depart from the Melbourne Visitor Centre at Federation Square Cooks’ Cottage (CC) Cooks’ Cottage is an iconic attraction with history on Captain James Cook and his family. Adjacent to Fitzroy Gardens Visitor Centre Cruise Ship Program (CSP) Seasonal information service at Station Pier and Arts Centre welcoming cruise passengers Station Pier, Port Melbourne and the Arts Centre Melbourne Visitor Desk (MVD) Pop up information service at major conferences Melbourne Convention and Exhibition Centre Many of the visitor services have been operating for over 25 years providing visitors with information which encourages them to do more, spend more and stay longer in the city. Our research shows that each visitor spends an additional $740 by utilising our services. This contributes to an overall 9 billion dollars in economic benefit to the City of Melbourne. Along with 50 staff, BTM engages a volunteer workforce of almost 400 as front line visitor service personnel. Volunteers complete at least one 4 hour shift per week.#10052668 BTM VOLUNTEER PROGRAM ORGANISATIONAL CONTEXT Council Plan 2013-17 Council Plan 2013-17 - Goal three: A prosperous city Support businesses through marketing, events and tourism activities Branch Plan 2016-17 11. Deliver visitor services programs via face to face……….to enhance Melbourne’s reputation as one of the world’s most liveable cities x increased satisfaction with CoM’s visitor service x Visitors do more as result of accessing the service/program City of Melbourne Tourism Action Plan: 2016-2019 Stage Three – On Arrival GOAL: THE FIRST IMPRESSIONS OF MELBOURNE ARE POSITIVE Outcome Strategies/actions 9. Arriving visitors feel welcome 9. Create a good first impression of Melbourne 9.2 Contribute to improving the welcome received by arriving visitors. 13. Arriving cruise passengers feel welcome. 13. Provide a warm welcome to arriving cruise ship passengers and crew 13.1 Provide visitor information for arriving cruise ship passengers and crew. Stage Four – In Destination GOAL: VISITORS LOVE MELBOURNE Outcome Strategies/actions 15. Visitors to Melbourne engage with CoM's visitor services through a range of channels. 15. Provide information and services to increase visitor curiosity and encourage them to explore the municipality 15.1 Deliver visitor information through a network of fixed, mobile and digital services. 15.2 Ensure visitor information is readily available through face‐to‐ face services that cater to the interests of key market segments. 15.3 Ensure CoM's visitor services workforce is quipped to meet the changing needs and interests of Melbourne’s visitor priority markets. 21. Melbourne's tourism industry provides a high level of customer service to all visitors. 21. Contribute to improving the industry's customer service standards 21.1 Work with business and industry to improve customer service standards.#10052668 VOLUNTEER RECRUITMENT AND TRAINING RECRUITMENT BTM recruit new volunteers once or twice a year dependent on gaps in the volunteer rosters. The advertisement is posted on Seek and through our corporate website. Selected educational institutions are also notified. We receive over 100 applications during this process and conduct group interviews for approximately 50-60 candidates to recruit approximately 20-30 new volunteers. TRAINING BTM provides comprehensive training in an ongoing capacity to new and existing volunteers to ensure they are kept up-to-date with the information required for them to carry out their role and provide a high level of service to visitors to the city. There is a range of existing training material across all visitor services and many different procedures followed in the induction and ongoing training of volunteers. To bring this in line with the strategic objectives of CoM, this existing material has been centralised to develop a new system called the Volunteer Training Matrix (VTM) The VTM provides a formulised framework to develop and improve volunteer skills, knowledge and behaviours and record and report on progress. The framework incorporates an easy to access set of training material and a standardised process to develop volunteers across visitor services. PURPOSE x Align the professional development of volunteers with Council plans, branch strategy and the CoM organisational capability framework to achieve the core goals of Council and Business and Tourism Melbourne. x Streamline and centralise volunteer training across face to face visitor services to ensure a consistent approach in providing information to visitors. x Ensure that volunteers are trained and equipped to provide a high level of service to visitors to the city. x Provide a framework to assist staff with assessing volunteer capabilities, developing individual volunteer development plans and conducting courageous conversations with volunteers regarding their professional development. x Provide a set of easily accessible up to date tools and resources to provide the relevant training at the various levels of a volunteer’s development.#10052668 CAPABILITIES Training focuses on a set of six capabilities that encompass the knowledge and behaviour required by a volunteer. The capabilities were determined by reviewing key selection criteria of the volunteer role as well as considering the changing visitor economy landscape. Five of the capabilities are further classified into sub categories. All capabilities other than Regional are designated as essential and are fundamental to the volunteer role. The Regional capability is essential for the Melbourne Visitor Centre only. Melbourne Product - Information Resources - Transport - City Strengths Customer Basics Service Standards CoM Policies and Procedures - City of Melbourne - Business and Tourism Melbourne Visitor Services - About the MVC - About the MGS - About the FGP - About the MVB - About the CAP Technology - iPad - Computer - Portal Regional - Information Resources - Transport - City Strengths#10052668 LEVELS OF ASSESSMENT In line with the CoM Organisational Capability Framework, there are four levels which volunteers can be assessed as against the capabilities: Developing A less than acceptable understanding of the basics of the role, responsibilities, policy and procedure Not able to assist visitors at a basic level Development required across most elements of the capability Displays a good attitude and exhibits positive behavior on occasion Intermediate Increased understanding of role, responsibilities, policy and procedure Able to assist visitors most of the time Competent in most elements of the capability and willing to undergo further development Displays a good attitude and exhibits positive behaviour most of the time Foundation Understanding of basics of the role, responsibilities, policy and procedure Able to assist visitors at a basic level Development required across most elements of the capability Displays a good attitude and exhibits positive behaviour some of the time Advanced Detailed understanding of role, responsibilities, policy and procedure Able to assist visitors most of the time and find solutions to complex situations High level of knowledge in the capability and requests ongoing development Displays a good attitude and exhibits positive behaviour all the time Able to assist with training other volunteers#10052668 BENEFITS TO STAFF • Provides a template and guideline for conducting conversations with volunteers in addressing their professional development • Centralised resources and tools to support staff in the management of volunteer professional development • Ensures a consistent level of service delivered across all services • Training material is updated, maintained and monitored by a dedicated resource • Volunteer professional development and training can be quantified and reported on BENEFITS TO VOLUNTEERS • Improve a volunteers knowledge • Increase the enjoyment of the role • Can better assist visitors and provide higher level of service • Better support volunteers in their role • Provide opportunities to volunteers to gain new skills • Building volunteer confidence to answer visitor enquiries VOLUNTEER AND VISITATION STATISTICS SNAPSHOT *Please note that these figures are approximate Stat Description About the volunteers 370 Number of active volunteers 20 Over this many nationalities 30 Over this many languages spoken 67% Volunteers over age 60 33% Volunteers over age 70 5% Volunteers over age 80 17% Volunteers under age 30 23 Equivalent no of fulltime staff to perform the role of 370 volunteers 37 Number of hours of training a new volunteer receives before they start assisting visitors About visitation to the City of Melbourne Daily visitation 800,000 Visitors 100,000 Residents 400,000 Workers 50,000 Students 150,000 Metropolitan visitors 10,000 Regional visitors 50,000 Interstate visitors 50,000 International visitors 9 billion Economic benefit to Melbourne 20 billion Economic benefit to Victoria Business and Tourism Melbourne Visitor Services 11 Number of visitor programs 7 Days operated per week 2 million No of visitors using services annually 400,000 Melburnians using services 100,000 Regional visitors using services 700,000 Interstate visitors using services 800,000 International visitors using services 350,000 Annual City Ambassador Program 450,000 Annual Melbourne Visitor Booth 800,000 Annual Melbourne Visitor Centre 250,000 Annual Fitzroy Gardens Visitor Centre 740 Dollars spent as a result of using services 92% Satisfaction rating#10052668