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Case study: Fullers Bay of Islands

This case study has been authored as part of the Northland Sustainable Tourism Project. It sets out Fullers Bay of Islands’ perspectives of their experiences and the resources they dedicated to the process.

1. Business background

Business type

Sightseeing excursion operator

Photo of Hole in the Rock Cruise. Main products

Cruising in the Bay of Islands

Coach tours to Cape Reinga

Number of staff

100

Number of sites you operate from

Fullers Bay of Islands operates from three sites:

  • an operating base in the Bay of Islands consisting of administration / sales / operations, and the departure point for all cruise and coach tours
  • the Bay of Islands Travel Centre in downtown Auckland which operates as a booking agent for Fullers and other Northland product
  • the International and National sales office and group marketing base in Takapuna.

How long has your company been in business?

The original company began business in 1886. Current ownership has been in place since 1986.

What are your main markets?

80% international — Australia, UK, USA, Central Europe

20% domestic

What factors affect the success of your business?

The main factors that influence the business are:

  • quality product and staff
  • strong marketing at both international and local levels
  • the success of Northland as a destination.

2. Sustainable business practices

What does sustainability mean to your business?

Fullers Bay of Islands understands that its success is strongly influenced by its environment and the local community. Because of that understanding, sustainability for Fullers means making a formal commitment to recognising, supporting and improving this relationship.

What sustainable business practices was your company using before being involved in this project?

Fullers Bay of Islands has always had a commitment to its environment and community. A number of initiatives that were already in place were:

  • good level of community engagement and support, through “Friends of Fullers” card, local sponsorships and donations
  • established track level in meeting environmental performance standards, as a Green Globe benchmarked company
  • implemented bilge water collection system, enabling land-based treatment and disposal
  • extensive ongoing recording of marine mammal observations
  • on board recycling facilities.

What was involved for your company in the project?

Involvement in the project led to an internal look at our business and its ability to focus on operating in a sustainable environment. The overall process was user friendly with a very good support mechanism.

Where did the motivation come from to become involved in this project?

There were two main motivations to be part of this project.

  • to build on the sustainability focus the company had already started, and to be able to develop and follow a formal approach for future operation
  • to be able to show our passengers and agents that we care not only about them but also the environment we operate in.

Who has been involved in the project to date and why?

The CEO and Operations Manager were the main contact people, as they are able to agree on any process changes or alterations and implement them with appropriate staff training as required. A number of crew were also available to provide direct operational input.

How much time did your business spend on this initiative?

The CEO spent 12 hours on the high level sustainability assessment, and preparing for the on-site assessment.

The on-site assessment took a day and a half.

Approximately two-thirds of a day was dedicated by the CEO on other general issues related to this project.

What steps has your company implemented since the start of the project?

Since the start of the project we have:

  • completed a High Level Sustainability Assessment, which provided a basis for identifying key sustainability issues and opportunities for Fullers
  • implemented a number of initiatives that were highlighted during the on-site sustainability assessment, including:
    • establishing a partnership with a local school
    • integrating environmental considerations into the business’ purchasing and supply decisions (eg, cleaning contracts)
    • utilising existing communication channels to inform the community of the company’s sustainability initiatives
    • implementing simple water conservation and energy efficiency measures
  • conducted a team review of the detailed Sustainability Assessment prepared for us, and developed an Action Plan, which reflects our immediate, medium and longer term commitments to further enhance our sustainability performance.

How do you see your company maintaining its commitment to the process started by this project?

The business feels it is in a good position to continue with its sustainability journey. Once the first step has been completed, we can address which steps are required to carry on to the next stage. This will include such things as:

  • staff training
  • communicating to passengers more about the environment we are operating in
  • communicating to agents the company’s commitment to sustainability.

3. Commitments to sustainability

The Action Plan included a Statement of Intent, which set out the steps we have committed to take in support of the Northland Tourism Charter over the immediate, medium and long term. In summary, these are:

Commitments to the environment

  • Share the process and key outcomes of the sustainability project with other small to medium enterprises
  • Buy products with less packaging to reduce waste, storage and disposal costs
  • Incorporate environmental criteria into purchasing and supply decisions, including cleaning and maintenance contract specifications
  • Identify and implement waste minimisation, re-use and recycling initiatives
  • Implement water conservation measures during vessel cleaning
  • Enhance awareness of energy consumption, and implement simple measures to further improve efficiency
  • Incorporate green building principles into potential future building design

Commitments to our community

  • Keep the local community informed of our sustainability initiatives through existing channels of communication
  • Establish a partnership with a local school to support and increase community well-being
  • Liaise with local Iwi to explore opportunities for enhanced cultural information provision and interpretation
  • Work with indirect suppliers to implement measures that improve waste management practices

Commitments to the company

  • Prepare and display Statement of Intent for sustainability
  • Work with staff to ensure buy-in and involvement with sustainability initiatives
  • Communicate sustainability objectives and action plan to both internal and external stakeholders
  • Enhance health, safety and environmental hazard identification, management and control processes
  • Conduct regular practical spill response exercises and build on existing spill response procedures

4. Advice to others

What advice would you give to other businesses interested in becoming involved in a similar type of initiative?

  • Be clear that your company can make a difference
  • Commit to finishing the whole process: assessment — plan — implement
  • Be prepared to put aside the appropriate time as required

5. Benefits of being in the project

There were a number of benefits to the company from being part of this project including:

  • gaining sustainability knowledge and the ability to use this information in the operation and marketing of the company
  • a user friendly formal process to follow
  • gaining a good internal assessment of the company’s operation from a different perspective.

6. Roadblocks to sustainability

The two biggest challenges to overcome in this project were:

  • time pressures to focus on the project
  • fully implementing the actions within the project timeframe.

Contact details

Organisation: Fullers Bay of Islands

Contact person: Kit Nixon (CEO)

Address: PO Box 145, Paihia, Bay of Islands

Phone: (09) 402 7422

Email: kit@fboi.co.nz

Web: www.fullers-bay-of-islands.co.nz

 

Other case studies:
Dive! Tutukaka | Matakohe Top Ten Holiday Park | Wairere Boulders Nature Park | Waitangi Treaty Grounds

Last updated: 21 September 2005