Annual Report Foreword from the Chair and CEO
The 2023/24 year has been one of significant transformation and forward momentum for MBRIT. We've navigated a landscape of change, embraced new opportunities, and reinforced our commitment to supporting tourism, events, and business growth in the City of Moreton Bay. Throughout this year, our focus has remained on driving value for our stakeholders and delivering impactful programs that elevate our region's profile. This report reflects the progress we've made, the challenges we've overcome, and the strategic initiatives we've put in place to ensure a bright future lay ahead.
A key highlight in 2023/24 has been the successful delivery of the second year of Innovate Moreton Bay, part of our three-year contract with the City of Moreton Bay. Innovate Moreton Bay has continued to strengthen the region’s innovation ecosystem, with 29 events delivered, attracting 1,032 attendees, and supporting 106 networking events. The program has facilitated 371 direct connections and referrals, contributing significantly to local business growth and collaboration. Signature events such as the Moreton Bay Sustainability Demo Day, Innovate Moreton Bay Founders Month, and Innovations Day have positioned Moreton Bay as a hub for entrepreneurship, and the program remains a critical driver of growth and innovation in the region.
One of our key achievements this year has been the enhancement of our engagement with tourism stakeholders. A recent survey revealed that 75% of respondents felt that MBRIT’s programs and support were valuable to their business. This figure is even more significant when looking at those within the tourism industry, where agreement on the value of our support reached nearly 80%. This strong endorsement affirms our efforts to provide meaningful support and resources, driving growth and resilience for businesses in our region. Furthermore, satisfaction with our marketing, events, and industry support stood at an impressive 76%, underscoring the effectiveness of our initiatives in enhancing the destination's appeal and fostering a thriving tourism sector.
The past year has seen us take bold steps in promoting Moreton Bay as a premier destination. We have significantly increased our media exposure across major platforms like the Courier Mail, TODAY, and 7 News, amplifying the region’s unique offerings. Our participation in key tourism conversations at the state level through QTIC and TEQ has ensured Moreton Bay’s voice is heard in shaping the future of Queensland tourism. Our efforts were further bolstered by marketing campaigns that reached key markets in Queensland, New South Wales, and Victoria, bringing the beauty and diversity of Moreton Bay to a broader audience. A notable highlight was our participation in the Australian Tourism Exchange (ATE), where we engaged in 91 meetings with international buyers, resulting in promising opportunities for local operators and an expanded trade database of 132 new international contacts. These initiatives have not only elevated the region’s profile but have also opened new avenues for collaboration and growth.
In the realm of events, MBRIT has continued to deliver over 50 high-impact experiences each year that resonate with both the community and visitors by contributing significantly to the vibrancy and liveability of the City of Moreton Bay. Feedback from events across the calendar has been overwhelmingly positive, with community members expressing heartfelt gratitude for the inclusive and supportive environment created, such as the Moreton PrideFest, which continues to grow from strength to strength, doubling in attendance numbers this year. One particularly touching moment was hearing how this event brought joy and a sense of belonging to young emerging members of the LGBTIQA+ community, reminding us of the power of events to make a real difference in people's lives. Our delivery of the Community Events Calendar on behalf of the City of Moreton Bay achieved a remarkable 96% satisfaction rate, which is a testament to our team's dedication to creating meaningful, engaging events that enhance community spirit and inclusivity.
We are deeply grateful to the City of Moreton Bay, for whom MBRIT delivers three pivotal contracts: Innovate Moreton Bay, Community Events, and Visit Moreton Bay. Their continued support has been vital in enabling us to drive initiatives that benefit the entire region. Additionally, our sincere thanks go out to all our strategic partners and sponsors who stand behind MBRIT year after year. Your commitment allows us to deliver on our mission of fostering prosperity and economic growth in the City of Moreton Bay. As a not-forprofit organisation, we couldn't achieve what we do without the backing of our members and the broader community, whose support is the cornerstone of our success.
This year has also been a period of significant operational evolution for MBRIT. With Natassia Wheeler stepping into the role of CEO, we have undergone a comprehensive operational review and restructure. This process has enabled us to refine our focus on MBRIT’s core objectives - tourism, events, innovation, and businessensuring that we are well-positioned to meet the evolving needs of our stakeholders and the broader community. Part of this evolution involved making tough decisions, including saying farewell to some valued team members while also welcoming new talent into the organisation. These changes were made with the sole purpose of strengthening MBRIT, ensuring it remains a resilient, forward-thinking organisation dedicated to driving initiatives that foster the prosperity and economic growth of the City of Moreton Bay.
A special acknowledgment goes to our Founder, Shane Newcombe, whose vision and leadership over the past decade laid the foundation for MBRIT’s future. His dedication in setting up MBRIT and guiding it through its formative years has been instrumental in establishing the organisation as a key driver of tourism, events, and economic development in the region.
Ngaire Stirling Chair MBRIT Board
As we build on this foundation, we do so with a deep appreciation for Shane’s contributions and a commitment to furthering his legacy by strengthening MBRIT's role in the City of Moreton Bay.
Governance has been a cornerstone of our efforts this year. We have introduced a new framework for board meetings, enhanced reporting practices, and revised key policies to strengthen our organisational governance. These measures have not only provided a robust framework for decisionmaking and accountability but have also fostered a culture of transparency and trust within the organisation. These efforts reflect our unwavering commitment to building a resilient and sustainable future for MBRIT and the City of Moreton Bay.
Our focus on finance has seen us take proactive measures to improve our fiscal health. We have significantly reduced employee leave balances, revised policies to limit accruals, and introduced comprehensive budget management practices. Moving forward, all budgets are now set with a break-even target, a clear indication of our commitment to financial responsibility and strengthening the organisation.
As we look ahead, we are energised by the opportunities that lie before us. The groundwork laid this year has positioned MBRIT to continue its role as a leader in tourism and events, driving economic growth and enriching the fabric of the Moreton Bay community. We are proud of the accomplishments detailed in this report, which have been made possible through the hard work and dedication of our team, the support of our stakeholders, and the vibrant spirit of the City of Moreton Bay. Together, we will build on this momentum, forging a future that celebrates the unique character and potential of our community. We are excited for the journey ahead and remain committed to fostering a thriving, inclusive, and prosperous Moreton Bay.
Natassia Wheeler MBRIT CEO
About MBRIT
MBRIT is an independent not-for-profit organisation recognised as the Destination Management Organisation (DMO) tasked on behalf of Moreton Bay City Council under contract. MBRIT is a company limited by guarantee, established to deliver marketing, events, industry development and community engagement initiatives for and on behalf of the businesses and community of Moreton Bay region. MBRIT’s stated purpose is:
To increase the prosperity of the City of Moreton Bay. MBRIT's team comprises dedicated professionals in marketing, events, industry development and sales, who collaborate closely with a wide range of stakeholders.
MBRIT is inspired and guided by the City of Moreton Bay Regional Economic Development Strategy (REDS) that seeks to transform the Moreton Bay region into a leading economic powerhouse and destination of choice to visit, work, live and invest. As a “for purpose“ organisation, all surpluses are re-invested into the development of the region. MBRIT works collaboratively with City of Moreton Bay Council to provide leadership in knowledge, innovation and entrepreneurship services to deliver a dynamic path of growth and prosperity for the City of Moreton Bay to achieve against the REDS objectives within a #TeamMoretonBay context.
Moreton Bay Region Industry & Tourism (MBRIT) is a not for-profit organisation that exists to promote, benefit and grow the City of Moreton Bay.
Established in 2015 MBRIT is governed by a board of directors, consisting of leading local industry and community representatives.
THANK YOU TO OUR OUTGOING STAFF FROM 2023/2024
Amy Wilson, Ash Kindred, Debbie Percy, Ethan Schilling, Jodie Powell, Kylie Knight, Lacee-Ann Milzewski, Lubica Urbanska, Luke Steers, Mareeva Evans, Nadia Chapman, Natasha Goodwin, Nellie Nicholas, Nick Crockford, Phoebe Hanrahan, Renee Gusa, Shane Newcombe
Event Delivery & Development
MBRIT’s Events Team is headed by Event Director
Melissa Gooderham
KEY HIGHLIGHTS
• Delivered Annual CALENDAR OF 52 Destination, Community & Business Events
• Estimated $3.8 MILLION generated for local economy
• Worked with over 150 VOLUNTEERS across all events
• 150,000 + EVENT ATTENDEES during 23/24
• FUNDRAISED $100,000 for local community groups and charities
• 95.9% CONSUMER SATISFACTION with MBRIT’s event management and delivery, in terms of professionalism, organisational skills and event success
COMMUNITY SUPPORT
• Worked with 50+ Community Groups and organisations across all events
• 1,000+ Volunteer and internship support hours during 23/24
What’s on Moreton Bay
The Premier Events Platform for Moreton Bay Events
Community groups and businesses can list events hosted in the Moreton Bay for free on What's on Moreton
KEY HIGHLIGHTS
• Promoted over 600 LOCAL EVENTS
• 103,000 WEBSITE USERS
• 206,000 PAGE VIEWS
• 10,775 SUBSCRIBERS
• 26,000 FACEBOOK FOLLOWERS
• Delivered City of Moreton Bay’s second annual PrideFest
• 4,000+ attendees
• 20+ community groups engaged
• 49.21% of attendees were from out-of-region
• Event satisfaction rate of 90.21%
• 91.524% of attendees indicated they were likely to attend the event
Destination Management & Marketing
THANKS TO CITY OF MORETON BAY
MBRIT’s Destination Management Team is headed by General Manager for Tourism
Luke Edwards
KEY HIGHLIGHTS
• Tourism Research Australia reports
4.3 MILLION visitor nights in the City of Moreton Bay
• Tourism Research Australia reports
2.9 MILLION day visitors in the City of Moreton Bay
• 5 VISITOR INFORMATION CENTRES managed across the City of Moreton Bay and over 50,000 visitors greeted
• ATTENDED Australian Tourism Exchange (ATE) and represented 20 businesses
DESTINATION CAMPAIGNS & MEDIA
• Accessible for All
• Welcome to Summer in Moreton Bay
• Love your stay in Moreton Bay
• Easter in Moreton Bay
• Just Down the Road (Major Destination Campaign)
• Campaign Billboards in Brisbane Airport Domestic Baggage Collection Terminal
• Inclusion in Brisbane Favours the Bold campaign in interstate market run by Brisbane Economic Development Agency (BEDA)
• Moreton Bay Food + Wine Festival
• Jetty 2 Jetty Half Marathon & Fun Run
• Redcliffe KiteFest
Destination Management & Marketing
Visitmoretonbay.com.au
WEBSITE PERFORMANCE
• Over 670,000 TOTAL USERS
• Over 1,100,000 TOTAL PAGE VIEWS
• Over 600,000 ORGANIC TRAFFIC
• Over 300,000 PAID TRAFFIC
SOCIAL MEDIA PERFORMANCE
• TOTAL REACH over 600,000
• Facebook AVERAGE POST ENGAGEMENT was 6.6%
• Instagram AVERAGE POST ENGAGEMENT was 9.7%
TOTAL ASR VALUE GENERATED IN MEDIA COVERAGE OVER THE 12 MONTHS
• From September 04, 2023 to June 30, 2024 an ASR value of $75MILLION was recorded for neutral organic media coverage, Tourism only related media
This information was captured via media monitoring tool Isentia. Data was only available from September 2, 2023
MEDIA AND PR
• Australian Supercross Championship Sunrise segment TV $505,128 PRV ONLINE $264,894 PRV
TV SPOTS
• Channel 7 Weekender – J2J, Abbey, Brisbane Whale Watching (Sunday 23 June) - PRV $40,065
• J2J, Motor Cross, MBFW Today Show Weather Crosses (Monday 10 June)PRV $694,920
• Channel 7 Weekender – Moreton Bay Operators (10 March) - PRV $ 10,788
• Channel 7 Weekender – Moreton Bay Operators (19 November)PRV $88,203
INDUSTRY DEVELOPMENT
• 67% increase in users of Tourism & Industry Resources Hub
• Delivered 21 Industry Development initiatives
• Delivered 7 Industry Engagement initiatives
• 142% increase in Live ATDW operator Listings
• Represented 20 businesses at the Australian Tourism Exchange (ATE) 2 operators attended ATE for the first time
4 Operators Attended ATEC for the first time
Launched 24-25 Visitor Guide
Destination Events
5,070 REGISTERED
(ESTIMATE TOTAL 7,000+ ATTENDED EVENT)
• 54.7% of attendees were from out-of-region
• Event satisfaction rate of 95% (post-event survey)
• Estimated gross economic stimulus - $903,785
• Partnered with Moreton Bay Road Runners
• Fundraised $3,289 for charity - The Breakfast Club
• Generated $27,813 in media coverage value (ASR)
• MAJOR SPONSORS: City of Moreton Bay, Tourism & Events Queensland, Visit Moreton Bay, Sesame Lane Care & Kindergarten, Ausbuild, Planet Fitness - Rothwell, Moreton Daily, Kindred Property, Caboolture Grand Prix Mazda
20,000+ ATTENDEES
• Estimated economic stimulus - $3,869,949
• 51.4% of attendees were from out-of-region
• Generated $75,055 in media coverage value (ASR)
• 150+ hours of entertainment programming
• 1.3km of 6ft fencing installed
• 2000m of cables run throughout the site
• 6 x stages including 2 x cooking stages
• 21,829 containers for change collected (money donated to Oyster Point Scouts)
• MAJOR SPONSORS:City of Moreton Bay, Tourism & Events Queensland, Mazda Aspley, Ausbuild, Jess Culling Real Estate, Gardner Vaughan Group, Jack Daniels, Robert Oatley, Ray White Woody Point, Tydal Woody Point, Woodland Fitouts, My Giving Table, Thyme Lifestyle Resort, and The Courier-Mail.
25,000+ ATTENDEES
• 53% of attendees were from out-of-region (stats from OzTix)
• Generated $224,209 in media coverage value (ASR)
• Partnered with Kites Queensland
• 7,000 patrons used the free shuttle bus from the Redcliffe Showgrounds
• 1.3km of crowd control barriers installed
• 1.1km of 6ft fencing installed
• 60 hours of live entertainment
• 1,000kg of kites
• MAJOR SPONSORS: City of Moreton Bay, Tourism & Events Queensland, VietJet, Sesame Lane Care & Kindergarten, Ausbuild, Brisbane Airport Corporation
Corporate Marketing
MBRIT CORPORATE WEBSITE
• TOTAL USERS 26,817
• TOTAL PAGE VIEWS 79,429
CORPORATE SOCIAL MEDIA
• Total Facebook followers 2,487 +136.2% (+711 FOLLOWERS) increase on previous year
• Total LinkedIn followers 3,527 +23.15% (+663 FOLLOWERS) increase on previous year
BUSINESS LUNCHEON’S
• 32 Trends Towards 2032
Delivered Friday 10th November
Eatons Hill Hotel
300 ATTENDEES
• International Women’s Day
Delivered Wednesday 6th March
Eatons Hill Hotel
400 ATTENDEES
• Evolving with AI Delivered Thursday 16th May
Eatons Hill Hotel
300 ATTENDEES
223 SUBMISSIONS
CORPORATE SPONSORS: Epic Assist, North Harbour, Oncall Group Australia, Dynamic Bradview Roofing, Mitsubishi Motors Australia, Akyra Strategy and Development, Splice Marketing, Solar Bollard Lighting, Think2Be, SRJ Walker Wayland, Ausbuild, UniSC, RDA Moreton Bay and Sunshine Coast
Business Awards Networking and Finalist reveal night
243 ATTENDEES
• Awards Gala Night Delivered Friday 18th October
Eatons Hill Hotel
500 ATTENDEES
Innovation, Knowledge & Entrepreneurship
Innovate Moreton Bay is headed by Regional Innovation Coordinator
KEY EVENTS DELIVERED
• 2023 Moreton Bay Sustainability Demo Day
• City of Moreton Bay Supplier Briefing
• Innovate Moreton Bay Founders Month
• City of Moreton Bay 2024 Innovations Day
• Open Mic Pitch Nights x 2
• 12 x Innovate Moreton Bay Social Catchups
• IMB Workshops
– The Ultimate Pitch
– The Data Edge: Unlocking the Power of Data for Business Success
• IMB Speaker Events
– What the “HACK” is GovHack
– The Story of Founders | The Good, The Bad and the Ugly
• Hosted the Queensland Chief Entrepreneur In Region X 2
• #TeamMoretonBay Delegation
– Something Digital
FAST FACTS
29 EVENTS delivered
1032 event ATTENDEES
106 NETWORKING EVENTS supported
371 DIRECT CONNECTIONS and referrals actioned
BUSINESS CASE STUDIES
Blind Bats
Ozius Biome
Phoenix Laser Cleaning and Restoration
Pixel Zoo
All Data & Communications
THANK YOU TO
OUR SPONSORS
STRATEGIC PARTNERS
THANK YOU TO OUR EVENT SPONSORS
Absolute Security Screens and Blinds
Akyra Strategy and Development
Annie Lane
AnyBodies Car Carriers
Apex Building Products
Aspley Mazda
Ausbuild
Austrack Campers
Australian Trade College North Brisbane
Belgravia Leisure
Belle Property Newport
Benevolent Society
Big Dog Pet Foods
Bishopp Billboards
Boutique Aesthetics
Bribie Island Community Arts Centre
Brisbane Whale Watching
Brown - Forman
Caboolture Grand Prix Mazda
Caboolture Sports Club
Caboolture Steering Specialists
Carer Gateway - Wellways Australia
CENTURY 21 Maddies Hermans
Chrysalis Dental Care
City of Moreton Bay Council
Comiskey Group
Commonwealth Bank
Crew Legal
Crown Properties
Dipadees Swim School
Dominos Strathpine
Dream Time Kullilla Art
Dynamic Bradview Roofing
Endeavour Foundation
Epic Assist
Federal Member for Dickson - Hon
Peter Dutton MP
Fernwood Fitness Petrie
First National Real Estate Bribie Island
Flip Out
Full Moon Hotel
Grace Lutheran Primary School
Guide Dogs Queensland
Gunya Modular
Habitat Early Learning
Haymans Electrical - Morayfield
Headspace - Redcliffe
Heather Murray Reality
Hey Caddy North Lakes
Hip Hops Brewers
Jo Szulc & Mary Di Marco- Ray White
Scarborough
Kelly WoodCroft Image Property
Keperra Country Golf Club
Kindred Group
Kitchen Crew
Lauren Jones Buyers Agent
Lead Childcare & Education
Lendd
Life Without Barriers
Match Works
Matt Fiddes Martial Arts Moreton
Max 24 Fitness
Mercure Clear Mountain Lodge
Metro North Queensland Health
Mitsubishi Motors Australia Limited
Morayfield Shopping Centre
Moreton Bay Food + Wine
Morgans Seafood
Mountain Tour Wines
North Harbour
NorthShore Pet Resort
Ocean View Estates
Parker Family Law
Peninsula Fair Shopping Centre
Pinot and Picasso
Pipeline Supplies and Hire
Planet Fitness - Morayfield
Planet Fitness Rothwell
Platypus Dental
Raine & Horne Eatons Hill Albany
Creek
Ray White - Aspley
Ray White - Newport
Ray White Newport - Paolo Boni
Ray White Newport Rebecca Matthews
Ray White One Group - Jamie Bayliss
Ray White Wamuran
Ray White - Woody Point
Rebel Sport
Redcliffe Peninsula Chamber of Commerce
Redcliffe State High School
Regional Development AustraliaMoreton Bay
Richardson & Wrench Caboolture
Running Creek Camping
Seasons Living
Sesame Lane Care & Kindergarten
Shine Lawyers - Brisbane
Shine Lawyers - Caboolture
Smooth FM
Solar Bollard Lighting
Splice Marketing
SRJ Walker Wayland - Moreton Bay
State Member for BancroftChris Whiting MP
State Member for Ferny GroveHon Mark Furner MP
State Member for Glass HouseAndrew Powell MP
State Member for MorayfieldHon Mark Ryan MP
State Member for Pine RiversNikki Boyd MP
State Member for RedcliffeHon Yvette D'Ath MP
Stellar Early Learning and Kindy
Strathpine Centre
TAFE Queensland
Telstra
Tempest Restaurant
The Lakes College
The Sebel Margate
Think2Be
Today's Dentistry
Tourism & Events Queensland
Trevena Glen Farm
UniSC
Uniting Care
Unity Water
Village Motors Group
Westpac Bank - Morayfield
Woodland Fitouts
Young Engineers