Business
6 November, 2024
Best in the biz! Sunset Tourist Park cleans up at Northern Outback Business Awards
Owner Kylie Rixon said it was reward for the hard work by the team to promote both the business and the region.
Kylie Rixon can measure the success of her marketing strategy in homemade scones.
The winner of the 2024 Northern Outback Business Awards Business of the Year says tourists from all corners of the nation will often walk into her office and claim she has promised them scones.
Whenever this occurs, Kylie knows that her “follow me home” plan has worked again.
She developed this strategy after her first two tourist seasons at the helm of Sunset Tourist Park delivered mixed results.
Kylie and her long-time friend Michelle Valinoti took ownership of the tourist park at Easter 2021.
It was an uncertain time for the tourism industry with COVID decimating the previous season and borders having just recently reopened.
“We didn’t know what to expect, but in our first season in 2021 we had a massive year,” she explained to North West Weekly.
“I think people just wanted to experience the freedom again of travelling – but having such a great result also gave a false sense of what could be achieved – it was a bit on an anomaly.”
The business was brought down to earth when the 2022 tourist season failed to reach the same heights as the previous year.
It was at this point that Kylie began to expand her promotional strategy to focus on going to where the tourists were and encouraging them to “follow her home” to Mount Isa.
Kylie began attending the caravan and camping shows in Brisbane, Sydney, Melbourne and Adelaide as an Outback Queensland Ambassador for Drive Queensland and she joined the advisory council for the G’day Group.
She now spends the initial months of each year since speaking with prospective tourists still planning their road trips at these industry shows, which provides the perfect opportunity to promote the entire North West as a destination.
“Firstly, you have to get the tourist to want to travel through Queensland, then you want to convince them to travel through Outback Queensland, then I can speak to them about travelling to Mount Isa – and then, it just so happens I also have a tourist accommodation place for them to stay,” the ebullient business owner explains.
“I tell them that if they come stay at my tourist park then I will make them scones – so when someone comes into the office months later and asks for scones, then I know I have met them at one of these caravan and camping shows.”
Kylie says she sees her role as not only promoting her own accommodation space, but also the entire city.
“Tourism is the business for everyone in Mount Isa,” she says.
“People that travel through our city have a range of needs we can cater to – from the need for a new tyre to somewhere to eat and attractions to see to a place to stock up with provisions for the next leg of their journey.
“If someone can come into my office and plan to stay in Mount Isa for only one day – by the time they walk out, if they are planning to stay for five days, then I have done my job.”
Kylie also practices what she preaches, with Sunset undertaking an impressive list of collaborations with local businesses and community groups – from live music and a fundraiser barbecue served by a local sporting club each week to on-site dog washing, a hairdresser and even pharmacy advice available for visitors.
The business also sponsors the Mount Isa Show and the Mount Isa Amateur Netball Association.
Kylie sends homemade chocolate cakes to those local businesses that refer customers to Sunset.
She said she was amazed to have gone from a novice business owner in 2021 to winning the top business prize in just three years.
“Michelle said she had a hair-brained idea to take over the tourist park about three years ago – and I thought it sounded like it was a hair-brained idea that would work – so I agreed right away,” she grins.
“An award like this is just validation for all the hard work we and our staff have put in. The night is just a blur – we were up against some really great businesses, so I honestly did not believe we stood a chance. I still can’t wipe the smile off my face.”
NORTHERN OUTBACK BUSINESS AWARDS WINNERS
Customer Service Hero
Liana Saunders
Leadership Hero
Lee Pontini
Employee of the Year
Ella Coghlan
Rising Star of the Year
You Beauty
Micro Business of the Year
Fit Average Jo
Small Business of the Year
Sunset Tourist Park
Large Business of the Year
Martyr Training Services
Top Community Organisation
Mount Isa Neighbourhood Centre
Workplace of Choice
The Boss Shop
People’s Choice
KickFit Haven
Hall of Fame Entrant
Superior Machinery Maintenance
Business of the Year
Sunset Tourist Park