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Case Study Hotels: Cradle Mountain Gateway Precinct (Consultancy)

CMGP

Engagement

Colliers was engaged by the Tasmanian Government to assist in the development and marketing of an Expressions of Interest (EOI) to seek private investment for the Cradle Mountain Gateway Precinct, located on the edge of UNSECO Tasmanian Wilderness World Heritage Area (TWWHA).

Background

Colliers was entrusted by the Tasmanian State Government to undertake an international search to identify development partners to help deliver an iconic tourism experience within the pristine Cradle Mountain Gateway Precinct.

Deliverables

Services included the preparation of a detailed Marketing and Promotions Strategy, high-quality innovative marketing materials and the development of a set of selection criteria that allowed for the comparison and assessment of investment proposals. The marketing collateral was highly visual to emphasise the astounding beauty of the natural surrounds.

Challenges

The initial lease offering was too short for most investors and consequently we needed to work with the government to consider extending the lease terms and even contemplating offering freehold ownership of portions of the site.

Outcome

Our campaign reached a global audience, given the unique opportunity being offered. This translated into seven EOI’s. New café leases were negotiated, along with the development agreements for staff accommodation facilities. Following our recommendations, the Government then offered up options to purchase or enter into long term leases across this 13.5 hectare site.