Goulburn River Valley Tourism Destination Management Plan (2014) by Goulburn River Valley Tourism

Goulburn River Valley Destination Management Plan GOULBURN RIVER VALLEY TOURISM | APRIL 2014

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GRVT_Destination Management Plan_Final Report 16th April

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Disclaimer Neither Urban Enterprise Pty. Ltd. nor any member or employee of Urban Enterprise Pty. Ltd. takes responsibility in any way whatsoever to any person or organisation (other than that for which this report has been prepared) in respect of the information set out in this report, including any errors or omissions therein. In the course of our preparation of this report, projections have been prepared on the basis of assumptions and methodology which have been described in the report. It is possible that some of the assumptions underlying the projections may change. Nevertheless, the professional judgement of the members and employees of Urban Enterprise Pty. Ltd. have been applied in making these assumptions, such that they constitute an understandable basis for estimates and projections. Beyond this, to the extent that the assumptions do not materialise, the estimates and projections of achievable results may vary.

The development of this Destination Management Plan was made possible by the support of Regional Development Victoria.

C ONTENTS GLOSSARY

6.3. PROJECT 2: SEYMOUR RIVERSIDE PRECINCT

EXECUTIVE SUMMARY

6.4. PROJECT 3: MARYSVILLE SPA AND WELLNESS

1. PROJECT OVERVIEW

1.1. PROJECT SCOPE & OBJECTIVES

1.2. DESTINATION MANAGEMENT PLANNING

1.3. REPORTING

PART 1: CONTEXT AND BACKGROUND RESEARCH

2. THE GRV REGION

2.1. THE NEED FOR GRVT

2.2. SUB REGIONS AND REGIONAL PRODUCT

3. EVIDENCE BASE & TOURISM DEVELOPMENT NEEDS

3.1. STRATEGIC POLICY OVERVIEW

3.2. TOURISM DATA ANALYSIS

3.3. TARGET MARKET SEGMENTS

3.4. STAKEHOLDER FEEDBACK

3.5. VISITOR PREFERENCES SURVEY

3.6. AUDITS

PART 2: DESTINATION MANAGEMENT PLAN FRAMEWORK

4. OVERVIEW

6.5. PROJECT 4: GREAT VICTORIAN RAIL TRAIL EXPANSION AND 35

PRODUCT DEVELOPMENT 6.6. PROJECT 5: LAKE EILDON WATERFRONT DEVELOPMENT OPPORTUNITIES

6.7. PROJECT 6: RAIL CAPACITY & FREQUENCY

6.8. PROJECT 7: BROADFORD STATE MOTORCYCLE SPORTS COMPLEX 38 6.9. PROJECT 8: NAGAMBIE REGION HIGH QUALITY 39

ACCOMMODATION 6.10. PROJECT 9: RIVERFRONT DEVELOPMENT OPPORTUNITIES, SHEPPARTON

6.11. PROJECT 10: SHEPPARTON BRANDED ACCOMMODATION

6.12. PROJECT 11: TOOLANGI CANOPY TOUR

6.13. PROJECT 12: EUROA SEVEN CREEKS PRECINCT

7. DESTINATION DEVELOPMENT OPPORTUNITIES

7.1. INTRODUCTION

7.2. KILMORE / BROADFORD

7.3. SEYMOUR AND SURROUNDS

7.4. KINGLAKE RANGES

4.1. DMP DEVELOPMENT AND STRUCTURE

7.5. YEA AND SURROUNDS

4.2. PROJECT ASSESSMENT METHODOLOGY

7.6. ALEXANDRA / MARYSVILLE / EILDON

5. STRATEGIC DEVELOPMENT THEMES

7.7. NAGAMBIE AND SURROUNDS

6. PRIORITY PROJECTS

7.8. EUROA AND THE STRATHBOGIE RANGES

6.1. OVERVIEW

7.9. SHEPPARTON AND SURROUNDS

6.2. PROJECT 1: STAND ALONE SHEPPARTON ART MUSEUM

URBAN ENTERPRISE PTY LTD APRIL 2014

8. STRENGTHENING THE GRV REGION

8.1. INTRODUCTION

8.2. ACHIEVING TOURISM VICTORIA RECOGNITION

8.3. A REGIONAL APPROACH TO MARKETING, INFORMATION DISTRIBUTION & POSITIONING

8.4. INDUSTRY DEVELOPMENT AND SUPPORT

8.5. STRENGTHENING THE REGION’S FOOD & WINE CREDENTIALS

8.6. PROMOTING THE REGION’S BOUTIQUE VILLAGES

8.7. IMPROVING ACCESS AND INFRASTRUCTURE ALONG THE GOULBURN RIVER

8.8. DELIVERING TOURING ROUTES

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G LOSSARY ABS

Australian Bureau of Statistics

IVS

International Visitor Survey

NVS

National Visitor Survey

TFC

Tourism Forecasting Committee

TRA

Tourism Research Australia

GRVT

Goulburn River Valley Tourism

GRV

Goulburn River Valley

DMP

Destination Management Plan

VFR

‘Visiting Friends and Relatives’ segment of the visitor market

Daytrip Visitor

Day trip or same day visitors are those who travel for a round trip distance of at least 50km, are away from home for at least 4 hours, and who do not spend a night away from home as part of their travel.

Overnight Visitor

People aged 15 years and over who undertake an overnight trip of one night or more and are at least 40 kilometres away from home are referred to as overnight visitors.

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E XECUTIVE S UMMARY

The key gaps in infrastructure found across the region relate to transport infrastructure such as the capacity and frequency of rail services and access infrastructure to waterways and State/National Parks such as trails, jetties and boat ramps. Building on the issues and opportunities identified, the DMP sets the following ten strategic

The Goulburn River Valley Destination Management Plan (DMP) has been prepared on behalf

development themes which provide a framework for growing tourism in the region:

of Goulburn River Valley Tourism (GRVT), to provide a strategic approach to growing tourism in the Goulburn River Valley (GRV) region; aligning with key visitor needs and building on the



Theme 1: Delivering strategic development opportunities & catalyst projects;



Theme 2: Accessing and utilising the region’s water and nature based assets;



Theme 3: Supporting and delivering new events;

evidence base to support the development of the DMP.



Theme 4: Capitalising on the equine sector;

Whilst the DMP has been prepared in close consultation with the four members Councils of



Theme 5: Destination positioning;



Theme 6: Defining new touring routes and linkages;



Theme 7: Improving the accommodation offer;



Theme 8: Enhancing the food and dining offer.



Theme 9: Place making; and



Theme 10: Improving accessibility and transport infrastructure.

GRV region’s existing strengths. The plan has been developed by undertaking extensive consultation with industry and stakeholders, an assessment of existing policy and strategies and detailed secondary and primary research into existing and potential visitor markets to the GRV region. The DMP draws on a ‘Background Issues and Opportunities Paper’ (December 2013) which provides the

Goulburn River Valley Tourism: Greater Shepparton, Mitchell, Murrindindi and Strathbogie, the plan is not a council policy document. It presents strategic opportunities for the Goulburn River Valley region, endorsed by the Goulburn River Valley Tourism Board. The key target markets for the Goulbourn River Valley region are families, older travellers / couples, socially aware and experience seeking/ self-drive international visitors. Other niche markets for the GRV region include sports and backpacker markets. Primary research into visitor preferences was conducted with existing and potential visitors to the GRV region. This has assisted in identifying visitor preferences and the gaps in current provision of tourism product in the region. Overall, research has highlighted the importance of food, wine and the availability of local produce; and the importance of an accessible and well recognised nature based tourism product. Key gaps identified by visitors include specific events, equine product, music/arts/culture and history and heritage product. These gaps highlight the need for developing product aligned to these themes and also the need to create awareness around existing product. A detailed product audit has highlighted the GRV region’s strengths as food and wine, equine, history/heritage and arts/culture. Common tourism product gaps identified across the region include self-contained accommodation, large contemporary accommodation facilities, noteworthy dining experiences and accessible local produce and farm gate attractions.

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The growth of tourism in the GRV region is dependent on having strong individual destinations with a critical mass of product and experiences aligned to the destination’s existing and emerging strengths. This approach is reflected in the DMP which adopts a sub-regional approach to product development; seeking to identify a suite of product development opportunities across eight individual sub-regions. These opportunities seek to lift the visitor offer in the region to the next level, based around development of new destination products and experiences.

In addition, the DMP highlights the need to focus on catalyst projects, which help to raise the

The DMP provides an important tool for GRVT, partner Councils and individual destinations. It

profile of the region and lead to downstream investment. As such, the DMP provides a list of

will support the development of tourism product and experiences by:

overarching priority projects, which are considered game changing opportunities for the region. These projects include: 1.

Stand alone Shepparton Art Museum;

Seymour riverside precinct;

Marysville spa and wellness;

Great Victorian Rail Trail expansion and product development;

Lake Eildon waterfront development opportunities;

Rail capacity and frequency;

Broadford State Motorcycle Sports Complex;

Nagambie region high quality accommodation;

Riverfront development opportunities, Shepparton;

10.

Shepparton branded accommodation;

11.

Toolangi canopy tour; and

12.

Euroa Seven Creeks precinct.



Providing a focus for regional and local level resources;



Supporting key tourism/infrastructure funding and grant applications;



Adding strategic/policy weight to key regional projects; and



Supporting the aspirations for GVRT and the region in a Tourism Victoria context.

These projects have been identified as key priorities from over 120 product development initiatives identified in the region, based on their ranking against a set of agreed assessment criteria which consider economic impact, yield, ability to raise awareness, linkages to existing product strengths and alignment with key target markets. In addition to product and infrastructure projects, the DMP also provides region-wide directions relating to regional positioning, industry development and regional touring routes.

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P ROJECT O VERVIEW

1 . 1. P ROJE CT SCOPE & OB JECTIVES Goulburn River Valley Tourism (“GRVT”) has commissioned a Destination Management Plan (“DMP”) for the Goulburn River Valley (“GRV”) region, which incorporates the individual municipalities of the City of Greater Shepparton, Murrindindi Shire, Mitchell Shire and Strathbogie Shire. The DMP will provide a strategic approach to prioritising key tourism experiences and product development opportunities in the region. It will set the framework to drive visitation and economic growth in the region; and improve overall perceptions and awareness of GRV as a premier tourism region in Victoria. The key objectives are to: 

Provide overarching strategic direction for GRVT;



Define clear actions and investment opportunities for the region;



Articulate current market perceptions;



Identify triggers for visitation to the region;



Identify gaps in the current product offer;



Prioritise product development opportunities;



Identify targets for promotion and prepare investment material; and



Follow best practice in destination management.

1 . 2. DESTIN ATION MANAGE MENT PLANN ING Destination Management Planning is a collaborative, holistic approach to tourism development that seeks to ensure that tourism adds value to the economy, social fabric and ecology of communities. The DMP draws on a wide range of primary research, policy analysis and consultation in order to understand the priorities for tourism development in a region. This background research and analysis is contained in an ‘Issues and Opportunities Discussion Paper’, which provides the evidence base for the DMP and sets the framework for its development by providing an understanding of the key issues, constraints and product gaps and opportunities in the region. This DMP will seek to reflect the unique attributes of each destination in the GRV region; identifying the product and industry development initiatives that can combine to deliver tourism growth and visitation in the region. The DMP will specifically seek to: 

Identify and prioritise investment projects, and identify key investment opportunities;



Improve the supply of tourism services, products and experiences across the region;



Improve the marketing, promotion and quality of the visitor experience; and



Raise awareness and increase overall visitation across the region.

The project follows the Guide to Best Practice in Destination Management, as developed by the Australian Regional Tourism Network (ARTN). It reflects principles of best practice in

The DMP will build on the significant amount of work undertaken by GRVT in understanding

seeking to provide a holistic and collaborative approach, integrating five key delivery areas

and promoting GRV as a viable and coherent tourism region. It will provide further strategic

including: research and analysis, consultative planning, product development, marketing and

support to the recognition of the GRV as a stand-alone tourism region and seek to address the

evaluation.

limited profile of the region in the existing strategic tourism and policy framework.

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FIGURE 1 DMP REPORT DEVELOPMENT

1 . 3. REPORTING The DMP has been divided into two sections, which set out the evidence base, background context and overall DMP framework: 

Part 1: Context and Background Research - providing a brief summary of the key outcomes of the Background ‘Issues and Opportunities Discussion Paper’ (December

2013), including: 

An overview of the strengths of the GRV region and sub-regional destinations that sit within it;



An overview of a strategic policy review;



Significant trends emerging from the analysis of visitation data;



A summary of the key target market segments for the region;



Key themes emerging from stakeholder consultation and surveys; and



The results of a regional product, marketing and infrastructure audit.

Part 2:

Destination Management Plan Framework – focusing on the

core

recommendations of the Destination Management Plan, including: 

An overview of the Projects Assessment Methodology, which details how project opportunities and initiatives are prioritised;



Ten overarching Strategic Development Themes, which provide a framework for the identification of development opportunities across the region;



Project profiles for the region’s Priority Projects, which are the catalyst game changing opportunities within the GRV;



The identification of a suite of Destination Development Opportunities, at a subregional level, which provide the critical mass of product to lift individual destinations and the wider regional product offer; and



A set of regional initiatives aimed at strengthening the GRV region, including regional positioning projects that will assist in knitting together the region from a marketing and organisational perspective.

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T HE GRV R EGION

2 . 1. T H E N E E D F O R G RVT The Goulburn River Valley Tourism region is one that is, at present, not adequately recognised in strategic policy or Tourism Victoria’s strategy or marketing. This is reflected by limited reference to the GRV within tourism policy, literature, marketing and tourism governance arrangements at Tourism Victoria, where the GRV region sits between four separate tourism regions: The Murray, Yarra Valley & the Dandenong Ranges, High Country and Daylesford &

It is important that the DMP provides focus for GRVT and partner stakeholders on delivering the projects that will have the greatest impact and deliver the most significant flow-on investment in the region. The DMP will build on the momentum that has been generated by GRVT and the partner Councils.

the Macedon Ranges. This approach does not adequately represent or reflect the product offer

2 . 2. SUB REG ION S AND REG IONAL P RODUCT

in the Goulburn River Valley region and does not reflect an adequate campaign platform for

Goulburn River Valley has a diverse set of strengths that are very different across the region

marketing the region. This lack of representation at a regional level was the key driver for the

and its individual destinations. This diversity of product is a major strength of the region, but

creation of GRVT.

also creates difficulties in packaging a holistic regional offer as well as promoting/branding the

GRVT has been formed to represent and provide a focus for the Goulburn River Valley, which has a blend of high quality tourism assets and a collection of high quality tourism destinations; linked by a number of diverse and complementary tourism products. Whilst still in its formative years, GRVT has succeeded in providing a coherent and co-ordinated body which has served to promote and raise awareness of GRV as a distinct tourism destination in Victoria. Key successes include: 

Successful funding and grant applications;



The provision of a dedicated website, providing visitor information, a detailed holiday planner, event co-ordination and industry facing data;



The development of dedicated GRVT strategies, including The Goulburn River Valley Tourism Development Plan (2011), The Goulburn River Valley Strategic Plan (2012) and The Goulburn River Valley Marketing Plan (2011);



Co-ordination and stakeholder support for Local Government, and representing the region to State Government and other stakeholders; and



The provision of marketing and business support across the region.

region to visitors. The key product strengths across the region include: 

Nature-Based & Adventure/Sports;



Food and Wine;



Festivals and Events;



Business and Conferencing;



History and Heritage;



Equine;



Arts & Culture;



Indigenous Tourism; and



Golf.

These strengths vary from destination to destination across the region and can be better analysed by assessing the region using a sub-regional or cluster based approach. As set out in the ‘Issues and Opportunities Discussion Paper’, the GRV region has been sub-divided into eight key destination clusters which are generally based on:

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

Differences in the product strengths, landscapes and experiences across regional



destinations; 

Data areas - in order to understand visitor data and visitors markets for each sub-region;

recognisable assets in the identified tourism product; 

and 

Primary – is a well-established strength of the region/sub-region, with mature and

Secondary – established strengths in the region/sub-region. However, not considered to be the number one tourism product, with scope to further develop the product; and

The proximity and potential synergies with surrounding tourism regions and products.

Figure 2 overleaf illustrates the key destination clusters in the region and their primary,



Emerging – there is evidence of an emerging tourism product in the region/sub-region, which is either new or relatively limited in scale.

secondary and emerging product strengths. These include: 1.

Kilmore / Broadford - the key product themes include history & heritage and sports (including the Broadford Motorcycle Track).

Seymour and Surrounds – key product strengths relate to military history, the Great Victorian Rail Trail and (potential) access to the Goulburn River.

Kinglake Ranges – the key product strengths include natural attractions and nature based experiences, with popular activities including adventure sports, camping and bushwalking.

Yea and Surrounds –the key strengths of the Yea sub-region include natural attractions, wineries and events.

Alexandra, Marysville, Eildon – this cluster has key strengths in its natural attractions, water-based activities, adventure activities (including cycling), alpine activities and food and wine.

Nagambie and Surrounds – The Nagambie region is a key visitor destination in its own right, which is characterised by water based activities, equine and food & wine.

Euroa and the Strathbogie Ranges – Key strengths of the Euroa and Strathbogie Ranges sub-region include wineries and farm gate produce, natural attractions, cycling, equine and events.

Shepparton and Surrounds – Shepparton and its surrounding area forms a sub-region at the northern extent of GRV and core strengths include sporting events, business & conferencing, festivals & events, food and wine, history & heritage, arts/ culture and indigenous product.

Table 1 illustrates the relative product strengths of each sub-regional destination based on the strengths of the wider region. The product strengths are categorised as:

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TABLE 1 SUB-REGIONAL PRODUCT STRENGTHS

Product Category

1. Nature‐Based & Adventure/Sports

2. Food & Wine

3. Festivals & Events

Secondary

Primary

Emerging

Sub‐Regional Destination and Key Product

Kilmore / Broadford

Seymour & Surrounds

Kinglake Ranges

Yea and Surrounds

Alexandra, Marysville, Eildon

Nagambie & Surrounds

Euroa & Strathbogie Ranges

Shepparton and Surrounds

GRVT REGION

Access to Goulburn River, Great Victorian Rail Trail

Adventure activities, Mountain biking, Kinglake National Park

Yea Wetlands, access to natural assets, Y Water Centre

Adventure Alpine (Lake Mountain), water‐based (Eildon), cycling and biking

Water based activities, the Nagambie waterways

The Strathbogie Ranges

Sports facilities, Kidstown (adventure), the Goulburn River

Wineries & links to Heathcote Wine Region

Farm gate and local produce, Kinglake Market

Dining experiences wineries

Warm and cold climate food, farm gate and wineries

Wineries, links to the Heathcote Wine Region

Wineries, cellar door, local produce

Wineries, cellar door, local produce, primary food producers

National Motorcycle Track, Sporting Events, Cultural Events

Sporting events, Music events (Tallarook), arts/culture, military

Sporting, arts & culture, community

Adventure/Sporting events, cycling

Sports and water based events

Music, art/culture, family

Major sporting events (Tatura Park, Shepparton Sports Complex)

Seymour – Regional Centre/links to Melbourne

Large conference facilities (Marysville)

Major business centre with events and conference facilities

4. Business & Conferencing

5. History & Heritage

Heritage streetscapes Military history

Military and Rail History

Heritage streetscapes and architecture

Military history (Tatura War Camps)

6. Equine

Kilmore Racing Track

Stables, studs and racing

Stable and stud operations, racecourses

Major stud and stable operations

Racing and Tatura Park

7. Arts & Culture

Boutique offer (Tallarook)

Local artists, galleries and retail

Emerging arts and events

The Shepparton Art Museum

8. Indigenous

Emerging indigenous arts, interpretive centre

9. Golf

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FIGURE 2 SUB-REGIONAL PRODUCT STRENGTHS MAP

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E VIDENCE B ASE & T OURISM D EVELOPMENT N EEDS

The Background ‘Issues and Opportunities Discussion Paper’ provides an evidence base

administrative regions. This is also reflected in the limited number of product, development

for the DMP based on analysis of primary and secondary research, consultation, tourism

and infrastructure opportunities identified at state and regional level within the Goulburn

data and strategic policy. This analysis has underpinned the development of a suite of

River Valley.

product opportunities in the region and created a framework for the development of the DMP.

However, GRVT has sought to provide a focus for the region and is now a crucial platform in driving tourism policy across the Goulburn River Valley. GRVT is supported by local

This section provides a summary of the headline findings of the background analysis that

policy which identifies a range of important tourism opportunities and infrastructure projects

underpins the strategic assessment of projects, including:

that are important in developing the GRV as a premier tourism region. Key opportunities



An overview of the strategic policy review;



Significant trends emerging from the analysis of visitation data;



A summary of the key target market segments for the region;



Key themes emerging from stakeholder consultation; and



The results of a regional product audit.

identified for development in regional strategic and tourism policy are focussed on: 

Nature-based Tourism – including supporting water-based activities and outdoor adventure activities;



Events and Conferencing – in key service centres such as Shepparton;



Food and Wine – across the region, including wineries and farm gate opportunities;



Niche Product Development – including spa and wellness development, heritage and

An in-depth analysis of the research summarised in this section can be found in the ‘Issues

culture (Ned Kelly, military history and indigenous art), aero sports and cycling

and Opportunities Discussion Paper’ (December 2013).

(including major events, mountain bike trail development and motorsport

3 . 1. S TR A TEG I C P O L I CY O VE RV I E W

development). 

A review of Federal, State and Local Government strategy and policy provides a snapshot of existing strategic policy direction for tourism and the GRV region.

The Equine Industry – including events, equine tourism packages, accommodation and international promotion; and



Visitor Accommodation – including high quality accommodation, self-contained

Generally, both Federal and State Governments identify the need for investment in tourism

accommodation, conference centre, nature-based/eco, farm stay, self-contained

product to enable the country’s tourism industry to meet its full potential over the coming

accommodation (in town centres) and winery accommodation.

decade. In particular, nature-based tourism is recognised as the most popular tourist attraction in Regional Victoria and the GRV region.

Across the four municipalities in the region, tourism is embedded as a key pillar of the local economy. Policy support for tourism development is well established and local strategic

However, a key message to emerge from a review of strategic and tourism policy at a State,

documents identify a number of tourism based product and infrastructure opportunities.

Regional and Sub-Regional level, is that the Goulburn River Valley region is not adequately recognised as a stand-alone tourism region within regional strategic or tourism policy; evidenced by the fact that it falls between four distinctly different tourism campaign and

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3 . 2. T O U RI SM D A TA A N A LY SI S

3 . 3. TARGET MARKET SEGMENTS

An analysis of visitor markets has been undertaken to provide a snapshot of visitor market

Key target markets have been selected through consultation, analysis of existing visitation

trends and preferences across the region. Tourism data for the GRV region has been

data and qualitative research. These target markets represent existing markets that are

collated to provide an analysis of the existing visitor market, informing the identification of

critical to the region and emerging visitor markets that can be targeted by an improved and

target market segments and assisting in the formulation of tourism product/infrastructure

more diverse product offer, catered towards a wider target market. In particular, the region

opportunities.

has the potential to better tap into the Socially Aware/higher yield markets and growing

The data has highlighted the following key trends in visitation: 

There are a high proportion of daytrips to the region, highlighting the importance of

international visitor markets, which are key market segments that can drive longer stays and higher yields. The following segments are considered critical to driving existing and future tourism in the GRV region:

this type of visitation. This is driven by the region’s proximity to Melbourne and



possibly by a lack of appropriate accommodation and product to generate significant

CORE MARKETS

overnight visitation.



Families – families are a core existing market for the region. They often visit friends

The major service centre of Shepparton, along with the popular holiday destination of

and relatives or visit for holiday and leisure, seeking to stay in motels, caravan parks

Marysville, are the major drivers of visitation in the region, accounting for over 60% of

or self-contained rental homes. On average, they spend more money than the

all visitation (daytrip and overnight).

average traveller and seek to visit nature, wildlife and history & heritage attractions.

Whilst holiday/leisure visitation is strong in traditional holiday destinations (such as



Older Travellers / Couples – as revealed by existing tourism data, older couples and

Marysville and Nagambie), the Visiting Friends and Relatives (VFR) market is critical

grey nomads/touring travellers are a key visitor market in the region. They represent

to the region in large population centres such as Wallan, Kilmore, Broadford and

a fast growing market segment and demographic that provides steady visitation and

Seymour, illustrating the importance of this market when considering visitor product

strong passing trade. They are generally a lower yielding segment and often prefer

and experience.

to stay in caravan/camping accommodation or motels.

Social activities are popular in the region, such as shopping and eating out, reflecting



Socially Aware – socially aware travellers are generally well-educated, socially active,

the large VFR market in the region. Nature based experiences are also an important

and technologically up to date. They enjoy natural and cultural experiences such as

activity for visitors to the region.

food and wine experiences, National Parks, swimming and wildlife. Socially aware travellers are generally high yielding and prefer hotel or self-contained

The majority of visitors to the region stay for one night, illustrating the impact of the

accommodation when they travel. Socially aware travellers are an existing market for

short stay / short break market to the region and potential to increase visitors’ length

the region, however, there is potential for the GRV to better cater towards their needs

of stay in the longer term as part of an improved product offer.

in terms of the product and accommodation offer. They represent a major opportunity

Lifecycle visitation demonstrates that ‘Older working married’, ‘Non-working married’

to capture a larger segment of the weekend/short break market.

couples and ‘Families with young children’ are key market segments for regional visitation; reflecting the importance of touring couples and families to the GRV region.



Experience Seeking / Self-drive International Visitors – whilst the international market does not provide significant visitation for the region at present, it is a market segment that will be drawn by the development of premier or unique assets, such as tourism icons or a critical mass of packaged tourism products. Experience Seekers are more likely to visit regional areas, stay longer in the region and have a higher than average

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yield. They value personal interaction with natural and cultural values and require a



high quality visitor experience.

based attractions across the region; 

Poor signage and wayfinding across the region;

Sports markets – sporting events are a key strength of the region. The niche sports



Limited rail capacity/service in townships such as Euroa, Nagambie and Shepparton;

market is interested in both sporting events and activities, and will often visit friends



Poor east-west connection across the region;

increase visitation in the form of events and social activities.



A lack of business education and understanding of tourism market needs;

Backpackers – the itinerant worker market is prevalent in the region, particularly in



Regulatory issues, including planning and red tape; and



Land ownership and property acquisition issues.

NICHE MARKETS



and relatives. Developing the sporting strengths of the region has the potential to



The need for infrastructure improvements and accessibility at key water / nature

Greater Shepparton, Strathbogie Shire and Murrindindi Shire. Backpackers are not high yielding visitors and generally require group accommodation, but are considered longer term visitors that can drive repeat visitation.

PRODUCT AND INFRASTRUCTURE GAPS/OPPORTUNITIES

3 . 4. STAKE HOLDE R FEEDBACK

Consultation identified a number of opportunities of regional significance, including:

Stakeholder consultation, as part of the Background ‘Issues and Opportunities Discussion



Improving the quality and range of accommodation in the region;

Paper’, included discussions with partner Councils, industry sessions, discussions with



Improving the quality of the food and drink offer;



Capitalising on the equine strengths of the region, with opportunities such as equine

Visitor Information Centre (VIC) staff, one-on-one investor interviews and a business/visitor survey.

events, thoroughbred tours, touring routes or an equine museum/centre;

Consultation identified a number of assets, issues and opportunities across the GRV region. The results of consultation, however, do not constitute a definitive list of issues and opportunities, nor does it necessarily represent the view of Urban Enterprise, GRVT or the partner Councils. It represents a snapshot of the key issues raised by a diverse group of stakeholders during consultation. The following provides an overview of the common



Improving access to the region’s lakes and waterways;



Providing more accessible and better planned touring routes in the region;



Cycling and mountain biking product opportunities, including improved infrastructure for trails across the region and capitalising on the Great Victorian Rail Trail;

issues and opportunities that have emerged from the consultation process. 

ISSUES AND CONSTRAINTS

Co-ordinated events and marketing across the region, including new event opportunities in appropriate locations;

Consultations identified a number of issues and potential barriers to investment for the GRV 

Capitalising on planning changes – including changes to the Farming Zone;

significance identified during the consultation process include:



Linking with high schools to train appropriate staff; and



A lack of quality and diversity in visitor accommodation stock across the region;



Providing operator education and training programs.



A lack of quality dining experiences and range of options;



Under-utilisation of the world class equine strengths / reputation in the region;

region, Council municipalities and individual townships.

The key issues of regional

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3 . 5. VISITOR PREFERENCE S SURVEY As part of the Destination Management Plan, research was conducted with potential and existing visitors to Goulburn River Valley region, via an extensive online visitor survey. Research has highlighted the following key considerations for the Goulburn River Valley DMP.

EVENTS

Whilst the Goulburn River Valley has a number of events and festivals, the existing and potential visitor markets have identified that the development of more unique events will provide greater incentive to visit the GRV region. Events centred around wineries, equine, music, arts/culture and the family market should be considered as areas which could

FOOD AND WINE

significantly drive visitation to the region.

Potential and existing visitors to the Goulburn River Valley region perceive the region as a food and wine destination.

ACCOMMODATION

The most sought after food experiences are local produce, casual dining, cheap eats,

Potential and existing visitors were asked a question regarding accommodation

pub/bistro and al fresco dining.

The preference for food experiences highlights the

preferences. Overall the accommodation preferences of surveyed visitors matched the

importance of food operators to focus on providing local produce and confirms the need for

visitor market well; however some gaps in market demand include holiday home rentals

strategies which focus on promoting the use of local food and strengthening the farm gate

and self-contained accommodation. The DMP should consider these accommodation

market.

typologies to complement the existing accommodation base.

Furthermore, activity preferences highlight that visiting local markets is the second most popular preferred activity for potential and existing visitors to the Goulburn River Valley region. This again reinforces the demand for farmers markets and farm gate experiences across the region.

CULTURAL AND HERITAGE TOURISM

Cultural and heritage tourism was identified as a secondary and emerging strength across the region, however, the surveyed visitor markets highlighted a much greater preference for cultural and heritage activities than activities currently experienced by actual visitors to

NATURE BASED TOURISM

the region.

A key theme which has emerged from the research into existing and potential visitors to the

The cultural and heritage assets of the region should be further considered for product

GRV region is the preference for visiting National Parks, having picnics and visiting

enhancement and investment to meet visitor preferences, this includes galleries, heritage

gardens.

buildings/product and art/craft retail.

When activity preferences are matched with actual activities undertaken in the GRV region

there appears to be gaps in the provision of some nature based activities, particularly wildlife parks, gardens, and visiting National Parks. In the case of visiting National and State Parks, there is significant supply of product, however the access and marketing around some of this product might be limiting visitation.

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3 . 6. A UD I TS

The equine sector has been identified as a competitive strength of the region; however the

Critical to understanding the existing situation in terms of tourism product, visitor

present.

experience, infrastructure and regional marketing is the development of detailed audits that capture the tourism performance of the region at present. This provides an opportunity to identify the key gaps in the region in terms of product, infrastructure and marketing activity; providing a holistic analysis of where tourism development is lacking in the region at present. A detailed analysis of the audits is contained in the ‘Issues and Opportunities Discussion Paper’ and a brief synopsis of the key outcomes and identified gaps is contained below. PRODUCT AND EXPERIENCE AUDIT

activation of product that is accessible to the public is mainly limited to racecourses at

In summary, the GRV region has a diverse mix of product across the region.

destination is not characterised by one distinct tourism product, but rather clusters of product that flow across municipal boundaries. Figure 3 provides an overview of the regional product audit. The product which is most common across the region is nature based tourism, followed by wineries. FIGURE 3 GRV PRODUCT OVERVIEW Product

Proportion of Total Product

Example Regional Attractions

Noteworthy Dining

The Teller Collective, Bank St Wood Fired Pizza and Garden, Fowles Wine Cellar Door.

Wineries

22%

Tahbilk Winery, Fowles Wine, Mitchelton Winery, Sedona Estate Winery, Tallis & Longleat.

Nature Based Tourism

31%

Lake Eildon National Park, The Great Victorian Rail Trail, Kinglake Ranges, Lower Goulburn National Park, Strathbogie Ranges, Lake Mountain

Equine

Tatura and Shepparton Racing Club, Shepparton Harness Racing Club, Kilmore Racing Club, Seymour Racing Club, Alexandra Racing Club, Tatura Park.

History & Heritage

13%

The RAAC Memorial & Army Tank Museum, Vietnam Veterans Commemorative Walk, Hume and Hovell Cricket Ground, Shepparton Motor Museum, Historical Society of Mooroopna, Tatura Irrigation and Wartime Camps Museum, Seymour Railway Heritage Centre, Historical Society of Mooroopna and Shepparton, Alexandra Timber Tramway and The Australian Light Horse Memorial Park.

Arts & Culture

13%

Shepparton Art Museum (SAM), Gallery Kaiela, Bangerang Cultural Centre.

Golf

Shepparton Golf Course, Mooroopna Golf Club, Hilltop Golf and Country Club and Marysville Golf Club.

A tourism product and experience audit seeks to understand the diversity of tourism product across the region and the current gaps in the product and experience offer. The GRV region provides a diverse range of visitor product and experiences, which have some common themes across the region, but also reflect the differences in terms of landscape, location, accessibility of the distinctive sub-regional destinations. Tourism products and experiences that span the GRV region often have close links to the Goulburn River, which provides irrigation, agricultural and recreational assets for the region; such as fishing and water based recreation. The region is renowned for its food and wine production and reputation as the ‘Food Bowl of Australia’. In particular, quality experiences, such as Tahbilk, Mitchelton Wines and Fowles Wine offer both cellar door and high-end dining experiences. Adventure and nature based recreational experiences are also crucial to the product profile of the region, including water based recreation at Lake Eildon and Nagambie and iconic walks and waterfalls in Marysville. Canoeing on the Goulburn River, bush walking, hiking and cycling and mountain biking are key experiences in the region’s nature based product and experience offer.

The

History and heritage across the region, including military history and heritage architecture are also key product experiences that define the region. In addition, the Ned Kelly Touring Route includes points of interest at Beveridge, Avenel and Euroa.

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Analysing the tourism product and experiences across sub-regional destinations provides an in-depth assessment of tourism product at a destination level. Using the eight subregional destinations, analysis of differences in the product strengths can be undertaken to determine key attractions and identify strengths and potential opportunities for each sub regional cluster. Table 2 overleaf provides an overview of the gaps that have emerged from the regional product and experience audit. These gaps provide a framework from which to develop the suite of opportunities contained within the DMP. Whilst not all gaps necessarily need to be addressed, it provides an opportunity to understand where gaps could be filled to align with target market needs and expectations, such as high quality accommodation in the region. INFRASTRUCTURE

MARKETING The print and online marketing presence in the region provides a thematic approach at GRVT level and a destination focussed approach at a sub-regional level. The print media presence for the region could benefit from a more co-ordinated approach, at GRVT level down to the sub-regional level, to ensure that the region is cohesively marketed and focussed on the suite of visitor products and experiences in destinations across the region. In terms of improving the region’s online visibility, the development of an online strategy is recommended to address perceived gaps in the online experience. Key gaps which should be addressed include: 

The absence of a regional approach on the visitvictoria.com website;



Limited online sub-regional representation;



There are issues with the accuracy, management and control of online content on

An infrastructure audit has identified the critical infrastructure required to improve accessibility, increase visitation and enable new tourism development in the region. The

websites operated by third parties;

audit analyses road and rail infrastructure, airports, car hire operators and accredited Visitor Information Centres.



A lack of social media synergy and limited options for visitors to promote the region through social media networks;

The infrastructure opportunities for the region include: 

The implementation of highway bypasses at Kilmore and Shepparton;



Static information which deters repeat online visitation;



An increase in the frequency and capacity of rail services in the north of the region;



Target audience confusion, with some websites targeted at both the visitor and the local community / tourism industry;

servicing Shepparton, Nagambie and Euroa; 

Improved bus services to Murrindindi as well as east west bus links across the region;



Developing Mangalore as a key regional airport and centre for pilot training excellence; and



Delivering full accredited VIC services to encompass the north east of the GRV



A misrepresentation of key product strengths in the region (on private / external websites); and



Gaps in itinerary development, interactive maps of where and how to access particular attractions, package deals and references to events held in the region.

region, at Euroa; servicing gateway visitation form Benalla and the east of the state.

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TABLE 2 SUB-REGIONAL PRODUCT GAP SUMMARY Sub‐Regional Destination

Identified Product Gaps

1. Kilmore / Broadford

Noteworthy dining in the Kilmore / Broadford region. A quality bistro style food option would suit the region, particularly Broadford.

Limited quality in terms of the food and beverage offer in Kilmore, with limited niche or boutique offer. An improved offer to cater to day‐trippers, passing traffic and weekend visitors would increase yield and length of stay in the region.

Accommodation in Broadford that caters for events visitors (particularly the Motorcycle track) and VFR visitors, who are a major market for the region. Accommodation to cater for this market includes self‐contained and/or motel stock.

Self‐contained accommodation in Kilmore to cater for VFR and events visitation.

The under‐utilisation of heritage buildings for tourist uses in Kilmore.

A quality café / boutique / coffee offer in Seymour; this could be linked to the Vietnam Veterans Commemorative Walk. This could increase yield, capture passing trade and cater to strong business markets.

General quality of dining options in the region.

High quality self‐contained accommodation in Seymour that caters for VFR and business markets, similar to a small/medium scale Quest accommodation.

The provision of conference facilities in Seymour to capitalise on the accessibility and stature of the town as a regional centre.

10.

Boutique accommodation offer in Tallarook, which can capitalise on the location at the start of the Great Victorian Rail Trail.

11.

A high quality local produce or artisans store in Tallarook that capitalises on the rail trail.

12.

Farm‐gate attractions and farm‐gate businesses across the Kinglake Ranges to attract day trip / passing visitation from Melbourne.

13.

Farm stay and B&B accommodation to link with the local produce offer and to cater for weekend short‐break visitors from the Melbourne market.

14.

Self‐contained accommodation/B&B and/or group accommodation units catering for the Nature Based Tourism experience.

15.

The potential for a nature based catalyst product or adventure activity in the Kinglake Ranges/Toolangi, such as a zip line or other major adventure based product.

16.

A boutique retail operator in Yea, such as an arts / crafts / local produce store could capture passing snowfields visitors and diversify the township offer.

17.

High quality self‐contained accommodation in Yea.

18.

Contemporary dining options in Yea to support the night time dining offer.

2. Seymour & Surrounds

3. Kinglake Ranges

4. Yea and Surrounds

1 9 . Backpacker/group accommodation to capture the itinerant worker visitation in Murrindindi Shire. 2 0 . Providing product and infrastructure to capitalise on Yea’s location as a key destination on the Great Victorian Rail Trail.

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Sub‐Regional Destination

Identified Product Gaps

5. Alexandra, Marysville, Eildon

21.

Quality food and dining options in both Alexandra and Eildon.

22.

Food and dining experiences in Marysville to service the night‐time / overnight economy – including a pub and high quality dining establishment.

23.

Retail provision in Marysville (which continues to rebuild following the bushfires) to supplement the nature‐based attractions.

24.

B&B accommodation in Marysville to rebuild the accommodation stock to pre‐bushfire levels.

25.

High quality resort style accommodation in Eildon to improve and diversify the offer.

26.

Eco‐lodge accommodation at Lake Mountain to diversify the product offer and attract year round visitation.

27.

New self‐contained accommodation opportunities across the sub‐region to cater for high yielding and family markets.

28.

A catalyst product or strategic development opportunity in Marysville to diversify and increase its product offer, linked to nature based assets.

29.

Waterfront activities, commercial operations/activities and development opportunities on Lake Eildon.

30.

A high quality boutique café / produce store and boutique accommodation in Yarck to complement the existing boutique offer and capture rail trail visitation.

31.

Quality dining options in Nagambie (preferably waterfront) to cater for its growing status as a holiday/leisure destination.

32.

Commercial boating and tour operations to service the Nagambie Waterways.

33.

An equine tour, touring route, event, or museum/centre to capitalise on the thoroughbred strengths of the region.

34.

High end, large accommodation facility to support the high quality winery offer.

35.

Eco‐tourism opportunities linked to the Nagambie Waterways.

36.

Farm gate / farm stay opportunities in the region, capitalising on the strengths of local produce.

37.

Events or tours relating to the thoroughbred and/or wider equine industry.

6. Nagambie & Surrounds

7. Euroa & Strathbogie Ranges

3 8 . Product that capitalises on the strategic location of Seven Creeks Park in Euroa. 3 9 . Night time dining options in Euroa. 4 0 . The development of RV facilities to capitalise on the stopover potential of Euroa.

41.

Self‐contained accommodation in the Strathbogie Ranges.

42.

Motel accommodation in Avenel.

43.

Self‐contained accommodation in Euroa to diversify the product offer.

44.

A food / beverage establishment in Avenel to cater for passing visitors.

45.

The under‐utilisation of heritage buildings for tourist uses in Euroa.

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

Sub‐Regional Destination

Identified Product Gaps

8. Shepparton and Surrounds

46.

New or modern high quality motel or hotel stock (4+ star), including a large format, high quality branded hotel in Shepparton.

47.

Hotel/motel offer in townships surrounding Shepparton, such as Tatura and Murchison.

48.

Bed and breakfast and guest house accommodation in regional townships, such as Dookie, which caters for small groups or couples.

49.

A low cost group accommodation facility.

50.

Accommodation leveraging off the Goulburn River and its Parkland.

51.

B&B accommodation and a local produce store in Murchison to service the boutique offer.

52.

Motel accommodation in Tatura to service the conferencing and events overspill market from Shepparton.

53.

Improved tourism product associated with the Tatura War Camps, to service national and international visitor markets.

54.

Development of the arts/cultural offer, particularly the development of indigenous tourism product.

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O VERVIEW

Part 2 of the project sets out the core recommendations of the Destination Management

destinations and the wider regional product offer; in line with the identified strategic

Plan and provides the overarching strategic direction for GRVT. It builds on the research,

development themes.

analysis and gaps identified as part of the Background ‘Issues and Opportunities

assessment methodology.

Discussion Paper’; identifying and prioritising the key product and development opportunities in the GRV region.

4 . 1. DMP DE VELOPMENT AND STRUCTURE

These projects have also been analysed using a set

A set of projects which aim to Strengthen the GRV Region and assist in knitting the region together and developing how it is positioned and promoted. These include recommendations around the positioning of GRVT and the delivery of information, and cross region touring routes.

The opportunities in the DMP have been developed based on the research and analysis undertaken at the issues and opportunities stage of the project, comprising: 

Tourism research and forecasts;



Strategy and policy review;



Analysis of target markets;



Stakeholder consultation and visitor market surveys; and



A product, marketing and infrastructure audit and gap analysis.

FIGURE 4 PRODUCT IDENTIFICATION & DEVELOPMENT

This analysis has supported the identification of a number of themes, priorities and product development projects across the region – this process is illustrated in Figure 4 and has led to the development of: 1.

A set of ten overarching Strategic Development Themes, which provide a framework for the identification of development opportunities across the region. These themes are common across the whole GRV region and provide an overarching context for the DMP.

The identification of twelve Priority Projects that will act as catalyst, game changing projects for the region. These projects have been selected using a set of assessment criteria which is explained in more detail later.

The identification of a suite of Destination Development Opportunities, at a subregional level, which will provide the critical mass of product to lift individual GOULBURN RIVER VALLEY TOURISM

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4 . 2. P ROJE CT A SSESSMEN T METHODO LOGY The projects identified in the DMP have been ranked and prioritised using an agreed assessment methodology.



Attract significant investment and unlock other major product opportunities;



Attract significant visitation from new and existing visitor markets across the GRV region;

The following discussion provides an overview of this

assessment method and the rationale for prioritising projects.



Significantly increase length of stay and yield in the region; and

4.2.1. ASSESSMENT CRITERIA



Improve awareness and perceptions of the GRV region as a whole.

A set of seven assessment criteria have been developed in order to prioritise the projects identified for development in the Goulburn River Valley region. These criteria are set out in an Assessment Criteria Matrix, which is included as Table 3 overleaf. The Matrix also provides a summary of the rationale behind project rankings and suggested weightings for each individual assessment criteria. The assessment is qualitative and subjective; based on local knowledge, stakeholder consultation, professional experience and a general assessment of perceived benefits.

TIER 2: PROJECTS OF SUB-REGIONAL SIGNIFICANCE

These are important projects to an identified sub-region or sub-regions. They are projects that have achieved a score of between 107.5 and 161, scoring them between 50% and 75% of the total possible weighted score in the assessment. These projects will: 

Unlock an opportunity that could transform the product in a sub-region or sub-regions;



Increase levels of visitation, length of stay and yield in a sub-region with a flow on increase in visitation that could impact a number of destinations;

4.2.2. SCORE AND WEIGHTING Each project is given an absolute score of 1 to 5 for each of the seven identified assessment



Improve awareness and perceptions of the a sub-region or sub-regions; and

criteria. This absolute score is multiplied by the allocated weighting for each criterion to give



Align with key target markets.

an overall weighted score. The lowest possible total weighted score is 43 and the highest possible total weighted score is 215. 4.2.3. PROJECT SIGNIFICANCE Using the adopted assessment criteria, the projects have been prioritised and ranked into three tiers. These include:

TIER 3: PROJECTS OF LOCAL OR DESTINATION SIGNIFICANCE

These projects are important to a specific locality or destination. They are projects which have scored below 107.5, which is less than 50% of the total possible weighted score in the assessment. These projects will: 

product in the region;

PRIORITY PROJECTS (TIER 1) CATALYST PROJECTS OF REGIONAL SIGNIFICANCE

These projects are catalyst game changing opportunities. They are projects that have achieved a weighted score of more than 161, or over 75% of the total possible weighted score in the assessment matrix. They are projects that will: 

Fill a product gap identified in a particular destination and add to the critical mass of



Support tourism product and opportunities in a specific destination;



Support an increase in visitation, length of stay and yield in a destination; and



Improve awareness of a locality or destination.

Unlock a major opportunity that could transform a sub-region or have an impact on the region as a whole;

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

TABLE 3 PROJECT ASSESSMENT CRITERIA - MATRIX 3: Improves Awareness of the GRV and its Destinations

4: Builds Product and/or Supports Existing or New Tourism Product

5: The Project is Viable, Sustainable and Deliverable

The project will be a major draw to the GRV Region, attracting significant visitation with an increased length of stay and higher yield

Raises awareness of GRV and the whole GRV region as a significant tourist destination, nationally and internationally

The project develops primary, secondary, emerging or new product strengths and/or supports tourism product of region wide significance

The project will unlock a development opportunity of sub-regional significance

The project will increase visitation, length of stay and expenditure in a specific sub-region

The project raises awareness of a sub-region or destination and will create interest in the tourism market in the key visitor points of origin

The project will unlock a development opportunity of local or destination specific significance

The project has limited or local impact on the number of visitors to the region or their expenditure

Weight

Rank

1: Unlocks A Game Changing Opportunity

2: Increases Visitation, Length of Stay and/or Yield

The project will unlock a major project or development opportunity of regional significance

7: Improves Perceptions of the Destination/Region

The project is already funded or has a high probability of successful implementation, continued operation and success, with minimal constraints

The project meets the tourism preferences in most of the key growth markets identified for tourism to the region

The project will improve perceptions of the GRV region as a whole in terms of product recognition, awareness of the region and penetration into new markets

The project will build on a primary, secondary or emerging strengths that will enhance a subregional destination or support sub-regional product

The project can be implemented if significant resources are committed and investment can be attracted, but has a degree of risk in overcoming constraints

The project can be expected to draw some additional visitation from the key growth markets

The project will improve perceptions of the subregion in terms of product recognition, awareness of the region and penetration into new markets

The project raises some local awareness of tourism in a specific destination

The project builds on a local destination strength or supports a tourism product of local significance only

Regardless of the quality of the idea, the cost, barriers to implementation and/or impact on the community are significant barriers which could be difficult to overcome

The project does not specifically align with the preferences of key market segments

The project will have a minimal or local impact on visitors perceptions or the image of the destination

6: Aligns with Target Markets

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S TRATEGIC D EVELOPMENT T HEMES

The Goulburn River Valley is a diverse tourism region with a wide range of assets,

Ten ‘Strategic Development Themes’ that are common across the region have been

landscapes and product types. Analysis of the product strengths and product development

identified,

opportunities within the GRV region has, however, identified a number of key strategic

product/infrastructure opportunities.

themes that are common across the region.

explained in more detail in this section.

including

product

and

experience

development

and

supporting

The key themes are illustrated in Figure 5 and

FIGURE 5 SUMMARY OF STRATEGIC DEVELOPMENT THEMES

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

THEME 1: DELIVERING STRATEGIC DEVELOPMENT OPPORTUNITIES &

Providing access to and capitalising on the region’s water and nature based assets is critical

CATALYST PROJECTS

to the success of the Goulburn River Valley as a tourism region.

Realising strategic development opportunities and identifying new catalyst projects is a critical component of the Destination Management Plan. These types of projects have the

THEME 3: SUPPORTING AND DELIVERING NEW EVENTS

potential to raise the profile of the region and deliver a new product, experience or visitor

The GRV region has identified strengths in delivering events; ranging from major cross-

destination that have the potential to transform the existing offer. The types of projects

regional events, to local events and regular local markets. It is important for the region and

identified within this theme include:

its destinations to support and build on the strength of its events programs and to provide



new events which are linked to the identified strengths. The types of events that will support New catalyst opportunities – including projects which are not currently offered in the

the development of the regional events offer include:

region and have the potential to diversify the product and experience offer in the GRV 

region. 

of the product audit and stakeholder consultation. The development of strategic development sites or new development opportunities – delivering new product on strategic development sites which are underutilised or



New events which fill gaps in the events audit or events calendar – identified as part



Events which align with and build upon destination strengths – building on the specific

strategically located across the region, or the development of new product

destination offer in key locations in the GRV and building on niche strengths, such as

opportunities.

history and heritage, indigenous and motor sport.

The development of existing product – such as the redevelopment of existing sites,



Events which match target markets – such as cultural and family based events.

products or destinations to improve or diversify the existing offer. THEME 4: CAPITALISING ON THE EQUINE SECTOR THEME 2: ACCESSING AND UTILISING THE REGION’S WATER AND

The GRV region is one of Australia’s premier thoroughbred horse breeding destinations

NATURE BASED ASSETS

and has bred or held in stud some of the world’s best racehorses, such as Black Caviar and

A key strength of the GRV region is its nature based assets. In particular, a key asset that

Americain. It is also home to a number of successful race courses in Kilmore, Tatura,

is underutilised in the region is its major waterways, such as the Goulburn River, the

Seymour and Yea; and is home to a number of pony clubs, eventing and show jumping

Nagambie Waterways and Lake Eildon.

venues.

These nature based assets are critical to

supporting new and existing adventure and nature based recreational experiences in the region.

The types of projects identified in the DMP that improve access to the region’s

water and nature based assets include: 

These strengths are not fully utilised, packaged or recognised as a tourism focussed offer, but have the potential to draw national and international tourism; particularly in terms of the thoroughbred and breeding strengths of the region.

Providing the necessary infrastructure to access key assets – with a particular focus

The types of event product and initiatives that could be investigated or promoted to better

on accessing water based assets, but also providing the infrastructure to fully access

utilise the equine industry in the region include:

other significant nature based assets, such as National Parks and Forests, and unlocking nature based and adventure experiences. 



Tour packages and touring routes which encompass the equine industry – promoting engagement with thoroughbred studs/facilities and investigating the feasibility of

Providing water based experiences – including commercial operations to service

providing high yield tour packages to potentially incorporate complementary strengths

water based tourism and access for private water based activities, such as fishing,

of the region, such as food and wine.

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

Delivering events that showcase the equine strengths of the region – building on

moving visitation through key destination centres and businesses in the region. There are

internationally recognised and locally recognised assets which will both drive

a number of touring routes or links that could be packaged to capitalise on the key strengths

visitation and increase awareness of the equine strengths of the region.

across the region, encompassing:

Showcase the offer – such as a centre or museum which draws on the rich equine



Rail trails and township linkages;



History & heritage and military history;



Food, wine and local produce;



Equine; or



Nature and water based assets.

history of the region and showcases some of the past and current world class horses that have been bred or placed at stud in the area. THEME 5: DESTINATION POSITIONING

The GRV region comprises a range of individual destinations that are often unique and significantly different to the region-wide offer. It is important that the DMP recognises this diversity and seeks to identify projects that build on the strengths of each key destination in

THEME 7: IMPROVING THE ACCOMMODATION OFFER

the region. This theme seeks to support local initiatives that reflect the character, culture and strengths of the region’s towns. The types of product and initiatives that will assist in achieving this are generally centred on the marketing and promotion of a town’s assets or collection of assets. Examples include: 

is a critical need to improve the quality, quantity and type of accommodation in appropriate locations across the GRV region. Accommodation is generally a tourism product that is important in a support capacity to specific tourism products and experiences across the region.

Iconic, unique or very high quality accommodation does, however, have the

Building on local strengths – promoting product in destinations that builds on unique

potential to transform a destination or region and drive further investment – becoming a

local strengths, such as history and heritage, arts & culture, the retail offer, sports, RV

tourism product and attraction in its own right.

friendly facilities etc. 

The background research, product audit and consultation process has revealed that there

It is also important that the accommodation offer in the region reflects the expectations of

Better recognising and promoting destinations – by aligning branding and marketing

key target markets in terms of its type and quality. This will support the product which is

with the key strengths of a destination, such as motorsports in Broadford.

targeting these markets and improve perceptions of the region. Key improvements in the

Recognising unique destinations within the GRV will allow towns to capitalise on unique products and create an identity that is recognisable to the visitor. This will create increased

accommodation product offer are focussed on: 

awareness and support for a destination based approach to promoting tourism in the GRV. THEME 6: DEFINING NEW TOURING ROUTES AND LINKAGES

is an identified shortfall. 

Diversifying the accommodation offer – both across the region and in specific destinations.

The GRV is a diverse region with a number of distinct product strengths. There exists an opportunity to draw together some of the strengths to define new touring routes in the

Increasing the overall supply of accommodation – particularly in locations where there



Improving accommodation quality – providing an overall improvement in the standard

region, which will complement or formalise existing routes, or provide new touring routes

of accommodation in the region by providing new accommodation and supporting

or linkages which can be packaged and promoted.

existing providers in developing and enhancing their accommodation offer.

Touring routes are often region wide, crossing sub-regional borders; providing the visitor with an opportunity to move around the region in a co-ordinated and efficient way, whilst 28

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

Improving and diversifying the accommodation offer in the region will have a significant



impact on the quantity and type of visitors that can be attracted to the GRV region, and it will also provide the catalyst for further product and infrastructure development.

etc. 

Providing a quality food and dining offer is important in supporting the tourism product both in specific destinations and across the region. A number of destinations in the GRV region are lacking in their dining product and experiences, particularly in terms of the quality of the offer and the provision of night-time dining experiences. Food and dining is particularly important to a region like the GRV, which is characterised by its local produce, agricultural strengths and wineries. It is important that the food and dining offer in the region matches Key

improvements to the food and dining product offer are focussed on: 

Improving the quality of the food and dining offer.



Linking the food and dining offer to the local produce of the region – to support local providers, increase quality and to support the wider local produce offer (i.e. farm gate enterprise).



Signage and wayfinding – to investigate ways to improve accessibility and awareness of destinations and tourism product.

THEME 8: ENHANCING THE FOOD AND DINING OFFER

the expectations of key target markets in terms of its availability and quality.

Streetscape improvements – including building facades, tree planting, public realm

Providing a product that meets expectations – by providing a service at appropriate times (i.e. evenings and weekends) and of a quality that meets visitor expectations and reflect local destinations (i.e. boutique villages).



Utilising heritage buildings and underutilised sites for tourism product.



Visitor information – enhancing either existing or new visitor information services.

THEME 10: IMPROVING ACCESSIBILITY AND TRANSPORT INFRASTRUCTURE

Providing accessibility and permeability across the region is important in both providing visitor access to the region and ensuring that visitors can navigate the region in an efficient and coherent manner.

Improving the transport infrastructure can also provide new

opportunities to townships, such as Nagambie where the recent bypass can unlock a new pedestrian friendly environment and streetscape in the town.

Public transport to the

northern and eastern parts of the region is limited with poor or slow rail and bus services. The region also has two airports, at Mangalore and Shepparton which have the capacity to cater for light aircraft. Recommended transport projects and initiatives are centred on: 

Improving road infrastructure – such as highway bypass projects and road sealing.



Improving the rail network – including the feasibility of improving the capacity and frequency of rail services to the north of the region;

THEME 9: PLACE MAKING

Whilst tourism product is critical in driving the visitor market in the GRV townships, it is



and

important that it is supported by attractive, well planned and well maintained places, spaces and gateways. The sense of place is crucial in forming visitor perceptions and can be a key factor in repeat visitation. The place making theme seeks to provide initiatives and

Improving bus services in Murrindindi and east west bus linkages across the region;



Improving the region’s airports – by supporting the development or relocation plans at Mangalore Airport and Shepparton Aerodrome.

projects that will improve amenity, accessibility and streetscapes in destinations where it is required across the region. Key improvements to form part of the Place Making theme include: 

Improvements to amenity – including public toilets, public spaces and general visitor amenity (i.e. RV infrastructure).

GOULBURN RIVER VALLEY TOURISM

APRIL 2014

P RIORITY P ROJECTS

6 . 1. OVERVIEW

A summary of the twelve recommended Priority Projects is contained below and the broad location of these projects are illustrated overleaf.

Priority projects are catalyst projects that provide game changing opportunities for tourism in the region. They are projects of regional significance that have the ability to garner improved regional or state-wide recognition. Whilst they may not have a direct impact on visitation in every destination across the GRV region, the increased profile of these projects

FIGURE 6 SUMMARY OF PRIORITY PROJECTS Sub-Region(s)

Location

Shepparton and Surrounds

Shepparton

2. Seymour Riverside Precinct

Seymour and Surrounds

Seymour

opportunities;

3: Marysville Spa and Wellness

Alexandra /Marysville /Eildon

Marysville



Support the attraction of significant existing or new target markets;

4: Great Victorian Rail Trail Expansion and Product Development

Marysville/Alexandra/Eildon/

Seymour to Eildon



Diversify the product or infrastructure offer; and



Improve awareness and perceptions of the region.

will improve perceptions of the region and they will have indirect and flow-on impacts for a number of wider regional destinations. Priority projects will also: 

Attract investment and assist in delivering new/other tourism development

Project 1. Stand Alone Shepparton Art Museum

Alexandra /Marysville /Eildon

Eildon

Euroa and the Strathbogie Ranges / Shepparton and Surrounds

Euroa, Nagambie, Shepparton

7: Broadford State Motorcycle Sports Complex

Kilmore/Broadford

Broadford

8: Hi Nagambie Region High Quality Accommodation

Nagambie and Surrounds

Nagambie Region

9: Riverfront Development Opportunities, Shepparton

Shepparton and Surrounds

Shepparton

work;

10: Shepparton Branded Accommodation

Shepparton and Surrounds

Shepparton



A rationale which explains the reason for the project and its benefits to the region;

11: Toolangi Canopy Tour

Kinglake Ranges

Toolangi



The project location or possible locations for the project;

12. Euroa Seven Creeks Precinct

Euroa and the Strathbogie Ranges

Euroa



An indication of the sequential actions required to implement the project; and



The key stakeholders that would be involved in project delivery.

Twelve Priority Projects have been recommended, based on their ability to deliver the above criteria and their score in the Assessment Matrix, rather than their geographical or administrative location. These projects present an opportunity to provide strategic weight, prioritise resources and focus public sector support on the projects that can transform the region. The following section provides a summary of each project by setting out: 

An overview detailing the project and its key elements. For current projects, this provides a review of existing proposals, whilst for new projects it provides an indication of the type of product that it may contain, prior to more detailed investigative

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

5: Lake Eildon Waterfront Development Opportunities

Seymour and Surrounds/ Yea and Surrounds

6: Rail Capacity and Frequency

FIGURE 7 MAP OF PRIORITY PROJECTS

GOULBURN RIVER VALLEY TOURISM

APRIL 2014

6 . 2. PROJECT 1: STAND ALONE SHEPPARTON ART

6.2.3. LOCATION

MUSEUM

A specific location for a new stand alone SAM has yet to be identified. A feasibility study

6.2.1. PROJECT OVERVIEW

of a new facility. It is important that the facility is in a prominent location in Shepparton, with

The Shepparton Art Museum (SAM) provides an opportunity to deliver a project that can generate state-wide and national recognition. It would provide a major museum and gallery development with the scale and quality to accommodate nationally significant collections. Key elements of the project include: 

would identify the needs of the facility and assist in understanding the space requirements excellent accessibility and facilities. 6.2.4. ACTIONS 1.

Undertake a scoping study, feasibility study and business plan to determine governance structures, cultural and heritage assets, costs and space requirements of

A stand-alone redevelopment of SAM to provide a regional gallery and museum

the facility.

providing a significant increase in floorspace to display collections including Australia’s most comprehensive ceramic collection;

Undertake a location assessment to determine the most appropriate site/location for the facility.



A major new cultural space to better showcase aboriginal art and culture; including: 

by Carrillo Gantner, who has stated his intention to gift the collection to a redeveloped SAM; and 

A platform to showcase further local/regional collections from indigenous organisations, such as Gallery Kaiela and the Bangarang Centre in Shepparton.



The incorporation of the significant collection of Australian Aboriginal art owned

Secure site, prepare concept drawings and prepare a SAM masterplan, investigating funding options and developing a detailed concept masterplan.

Acquisition of art to support the expanded museum, particularly seek to secure a bequest of the Carillo Gantner exhibits.

Attracting investment and securing philanthropic support for the project and utilising stakeholders such as the SAM Foundation to fundraise and garner financial support.

Expanded, secure storage space in which to safeguard cultural assets.

Funding partners could include philanthropic organisations/individuals, Local Government, State Government and potentially the private sector.

6.2.2. RATIONALE

Implement the project and undertake the construction of a stand-alone SAM.

A redeveloped SAM aligns with the aims of the region and the DMP. It will: 



Assist in developing Shepparton into a significant cultural tourism destination in

6.2.5. KEY STAKEHOLDERS

Victoria;



City of Greater Shepparton;

Provide the capacity and security for Shepparton to accommodate major donations,



State and Federal Government; Regional Development Victoria;



Friends of SAM;



SAM Foundation; and



Local Indigenous, Art and Cultural Groups/Organisations.

such as the Carrillo Gantner collection; 

Attract key target markets, such as the socially/culturally aware and international visitor markets; and



Significantly improve the awareness and perceptions of Shepparton as a visitor destination.

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

6 . 3. P RO JE CT 2 : S E Y MO U R R I VE RS I D E P RE C I N C T



6.3.1. PROJECT OVERVIEW



Attract key target markets, such as the socially/culturally aware sector and increase the length of stay in Seymour, both as a stopover and overnight destination; and Improve perceptions of Seymour and raise its profile as a visitor destination.

The delivery of a Riverside Precinct in Seymour is dependent on the ability to deliver the Seymour Flood Levee Mitigation project on the Goulburn River. The flood levee project

6.3.3. LOCATION

has previously received support as part of a jointly funded Federal and State project;

The size, scope and exact location of the riverside precinct would be determined by a

undergoing preliminary design and feasibility work.

design-led masterplan.

This project is critical to the

transformation of the Riverside Precinct in Seymour, which could provide a new visitor destination in the south west of the GRV region. Key elements of the project include:

6.3.4. ACTIONS



Obtain the funding to undertake the Seymour Flood Levee Mitigation project.

Undertake land acquisitions and ensure cultural heritage and environmental concerns

The construction of a levee bank on the Goulburn River to protect Seymour’s riverside from a flood of 1 in 100 year magnitude;



are addressed in relation to the levee.

The development of a riverside precinct which could provide: 

Riverside dining and cafes;



Commercial/retail opportunities;



Visitor accommodation;



Formal and informal public open space provision;



Improved parking and access; and



River access for water based activities such as boating and canoeing.

to unlock riverside opportunities. 10.

Undertake a ‘Seymour Riverside Precinct Masterplan’ to identify riverside development opportunities and set development parameters for the precinct.

11.

Seek to attract investors and consider providing business assistance; including rates relief, business leases and the use of public land to encourage investment in the precinct.

12. 

Undertake construction of the Seymour Flood Levee, to assist in flood prevention and

Implement the staged delivery of the precinct in line with an approved masterplan.

Pedestrian linkages between the river and town centre. These links would need to be considered in conjunction with the planned Seymour Structure Plan.

6.3.5. KEY STAKEHOLDERS 

Mitchell Shire Council

A new precinct in Seymour would align with the aims of the region and the DMP. It will:



Regional Development Victoria and State Government



Provide a new product and destination in the region;



Landowners in the precinct



Unlock access to the Goulburn River, which is underutilised both in Seymour and

6.3.2. RATIONALE

across the region, supporting river-based and nature-based activities; 

Provide commercial opportunities within a riverside setting and assist in meeting gaps in the food and dining and accommodation offer in Seymour. GOULBURN RIVER VALLEY TOURISM

APRIL 2014

6 . 4. P ROJE CT 3: MARYSVIL LE SPA AND WELLN ESS



6.4.1. PROJECT OVERVIEW



Attracting key target markets, including families, socially aware and international visitors and increasing the length of stay and increasing visitation yield; and Raising awareness and perceptions of the region/destination.

Marysville is a town which has made significant progress in its bushfire recovery over the past five years. In terms of its tourism product and natural assets, Marysville is continuing

6.4.3. LOCATION

to develop to pre-bushfire levels. The product audit reveals a wealth of natural assets in

A review of potential sites for a facility should be undertaken as part of a preliminary

the area which provide a major draw for visitors. However, in order to develop Marysville

feasibility study. It is important that the facility would be within a natural setting, preferably

as a major primary destination, it is important to provide a critical mass of product that can

with vistas encapsulating the surrounding natural environment.

differentiate it from competing nature based destinations. A spa and wellness facility has the potential to provide the type of additional product that can drive longer visitation and new visitors in its own right. The project would provide a spa and wellness facility, similar to the Mornington Peninsula Hot Springs and Hanmer Springs in New Zealand. The facility

6.4.4. ACTIONS 13.

implications and funding opportunities for a facility.

will: 

Provide an outdoor spa and bathing product that is in a wildlife/natural setting,

14.

Offer a health and wellness product, focussed on relaxation and wellbeing – including

15.

Be open to the public, family oriented and affordable; not catered toward high income

16.

Contain ancillary resort type/self-contained accommodation catering for families and

17.

A new spa and wellness offer would align with the aims of the DMP in terms of: 

Introducing a new product to the region that is unique in terms of the existing product

18.

Implement the project in line with the approved masterplan.

6.4.5. KEY STAKEHOLDERS Murrindindi Shire Council;

region;



Regional Development Victoria;

Aligning with the nature based product of the area and building a critical mass of



State Government; and



Private developers.

product at the destination; 

public land/buildings to encourage investment.



offer, providing a catalyst for new visitation to Murrindindi and the south east of the



Consider assisting investors with development incentives, including business advice and support, rates relief, business leases and public land purchases and the use of

couples and provide on-site food/dining and commercial opportunities. 6.4.2. RATIONALE

Identify funding partners and potential funding streams. Key sources of funding would include State Government and private enterprise.

visitation only (i.e. Daylesford); 

Secure a site and prepare a masterplan / concept to set out the design and layout of the facility.

treatments, massage, reflexology and packages etc. 

Undertake a location assessment to identify potential sites for the facility within proximity to Marysville, within a natural setting.

preferably with vistas of the surrounding forests and landscapes; 

Undertake a scoping and feasibility study to define the demand, size and scale, cost

Providing an opportunity to attract investment to the region and to unlock commercial opportunities; 34

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

6 . 5. P RO JE CT 4 : G RE A T V I C TO R I A N R A I L T RA I L EXP ANSION AND PROD UCT DEVELOP MEN T



catalyst for new investment and opportunities; 

Linking with Seymour as a major residential and visitor hub to drive trail use, capitalising on its excellent rail access; and

6.5.1. PROJECT OVERVIEW In 2012, the Great Victorian Rail Trail was opened as the longest rail trail in Victoria and

Increasing rail trail visitation to Seymour and Eildon and potentially providing the



Encouraging regional dispersal and encouraging longer stays within the GRV region for trail users.

Australia’s longest continuous rail trail, after securing a $14.2 million project investment from local, state and federal government partnerships. It has been a hugely successful project that has raised the profile of the GRV region and provided cross region product that can rival other regionally significant trails. There are significant opportunities to leverage from and build product along the rail trail, especially as patronage continues to increase.

6.5.3. LOCATION The project will focus on product development opportunities across the length of the network, with specific trail extensions from Alexandra to Eildon and Seymour to Tallarook.

The project focuses on continued expansion and development of infrastructure and product that leverages off the existing trail, including:

6.5.4. ACTIONS



Extension of the trail from Alexandra to Eildon;

19.



Extension of the trail from Tallarook to Seymour;



Individual product development and accommodation opportunities linked to the trail



Undertake a feasibility study and product opportunities study to understand cost implications, benefits, funding opportunities and key constraints which frame the expansion and identify specific investment opportunities along the length of the trail.

20.

Undertake a preferred line of route assessment to identify a possible alignment and

(individual product opportunities are set out in the sub-region Destination

to undertake preliminary design on a preferred line of route for Seymour-Tallarook

Development Opportunities); and

and Eildon – Alexandra.

Supporting existing operators in embracing, promoting and leveraging from the trail.

21.

Identify funding partners and potential funding streams. Key sources of funding would include State and Federal Government grant funding.

6.5.2. RATIONALE

22.

Staged implementation of the project. Linking the rail trail extension with the Great

An extension of the Great Victorian Rail Trail and product development would align with the

Victorian Rail Trail and providing appropriate signage, promotional material and route

aims of the DMP in:

planning.



Capitalising and building on the success of the Great Victorian Rail Trail and diversifying the amount and type of shorter trail options along the route;



6.5.5. KEY STAKEHOLDERS 

Murrindindi Shire Council;

premier assets;



Mitchell Shire Council;

Aligning with emerging policy, including the Draft Hume Region Significant Trails



Regional Development Victoria; and



State and Federal Government.

Providing dedicated trail access to Lake Eildon National Park, one of the region’s

Strategy (2013) which identifies the extensions as high or medium priorities;

GOULBURN RIVER VALLEY TOURISM

APRIL 2014

6 . 6. P ROJE CT 5: LA KE EI LDON WA TERF RON T DEVE LOPMENT OPPORTUNITIES



Better utilise the prime Eildon waterfront.

6.6.3. LOCATION

6.6.1. PROJECT OVERVIEW

Mt Pinniger and the Eildon Waterfront, including existing marinas and waterways.

Previously, MPD Mount Pinniger Pty Ltd proposed to construct a tourist and leisure resort

6.6.4. ACTIONS

in five stages, on 163 hectares of land owned by Goulburn Murray Water at Mt Pinniger. The original proposal consisted of a resort building, including a 150-room hotel, 140 eco-

23.

Review previous Mt Pinniger proposals to understand the key issues and constraints on the site and to identify key factors which have resulted in the project not going

suites, conference facilities, a 40-berth marina on Lake Eildon and a public pier,

ahead.

cabins/camping area, a car park, an upgrade of Foggs Lookout on top of Mount Pinniger, walking tracks, new access roads and infrastructure services.

24.

Identify other potential development sites on the waterfront.

The project has since stalled and the development company has been deregistered.

25.

Engage with key landowners and operators to understand opportunities.

26.

Prepare a development prospectus to seek to attract a new private sector developer

However, there remains a significant opportunity to develop the Goulburn Murray Water land at Mt Pinniger for a high quality conference and resort development, including high quality visitor accommodation and business/conferencing facilities.

to invest in the site/proposals.

This type of

development in Eildon would have a transformational effect on Eildon and the wider

27.

regional offer.

Prepare a masterplan to understand development opportunities and infrastructure requirements.

There also exists an opportunity to investigate the potential to deliver waterfront

28.

Consider assisting investors with development incentives, including support in the

development opportunities on Lake Eildon in locations such as Jerusalem Creek Marina

approvals and consent processes and the use of public assets to enhance the

and Lake Eildon Marina.

potential viability of the proposal.

Commercial opportunities in these location could include

accommodation, retail and waterfront dining.

29.

private development proposals.

6.6.2. RATIONALE The Lake Eildon waterfront has the potential to provide major opportunities to deliver high quality facilities in the Alexandra/Marysville/Eildon sub-region that will: 

Provide high quality conference and accommodation facilities in the south east of the



30.

Support the development processes and the project implementation.

6.6.5. KEY STAKEHOLDERS 

Murrindindi Shire Council;



Regional Development Victoria;

the reputation of the area as a high quality business and conferencing destination;



Goulburn Murray Water; and

Raise the profile and perceptions of Eildon, transforming the offer and attracting high



State and Federal Government.

GRV region, addressing gaps in the quality and diversity of the accommodation offer; 

Identify funding partners and potential funding streams with the potential to assist

Complement new conference facilities in the sub-region, at Marysville, and enhance

yielding visitors; 

Attracting new investment to Eildon and the sub-region; and 36

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

6 . 7. P RO JE CT 6 : R A I L CAP A CI TY & F RE Q UEN CY



6.7.1. PROJECT OVERVIEW



Improving perceptions of the region and attracting new investment; and

A) CAPACITY, FREQUENCY AND SPEED OF SERVICES



Supporting the delivery of major tourism opportunities in the north of the region, such

Supporting major events in the region, such as music festivals and potentially unlocking opportunities to deliver new events;

as the Stand Alone Shepparton Art Museum.

The capacity and frequency of rail service in the north of the GRV region is a significant issue, both for local and tourist travel. A lack of capacity and frequency of services to Euroa,

Investigating tourist rail proposals could better link complementary product in the region,

Nagambie and Shepparton is a critical issue in servicing day visitors, visitors without access

such as history and heritage, and food wine and equine. This could provide a unique visitor

to a car and major events. Continuing to prioritise funding, support and lobbying for an

experience as well as opportunities to link to existing or deliver new touring routes, trails

upgrade in the speed, capacity and frequency of service to the region should continue to

and experience packages.

be a priority for GRVT and Local Government. In the longer term, High Speed Rail proposals between Brisbane and Melbourne have the

6.7.3. LOCATION

potential to deviate through the region, and particularly through Shepparton, which could

The project incorporates two key routes operated from Melbourne, via Seymour, including:

revolutionise regional travel and vastly reduce travel times between Shepparton and Melbourne.



The Shepparton line (stopping at Mooroopna, Murchison East and Nagambie); and



The Albury/Wodonga line (stopping at Avenel, Euroa, Violet Town and Benalla).

B) TOURIST RAIL

In conjunction with the need to deliver better capacity and frequency in passenger rail,

6.7.4. ACTIONS

there may be an opportunity to understand the feasibility of a tourist carriage/carriages that

31.

Continue to support the upgrade of rail services and infrastructure as a key funding

link product in the region and deliver passengers from Melbourne, between Shepparton,

and lobbying priority in the short term to ensure that momentum is not lost and the

Seymour and Euroa; for example:

project is pursued with relevant State and Federal Government Departments. Also,



ensure that the region is represented and promoted in any High Speed Rail proposals

Food, wine and equine experiences between Seymour, Nagambie and Shepparton;

that have the potential to link Shepparton with Sydney and Melbourne.

and 

Military history / heritage attractions between Shepparton, Seymour, Avenel and

32.

carriages between Seymour and Shepparton, Nagambie and Euroa – building on

Euroa. 6.7.2. RATIONALE Improved rail services have the potential to transform visitor travel to the region and attract



existing carriages housed in Seymour. 6.7.5. KEY STAKEHOLDERS 

City of Greater Shepparton;



Strathbogie Shire;

markets;



Seymour Heritage Rail Centre;and

Aligning with strategic policy and community / stakeholder views;



Public Transport Victoria / VLine.

new investment. This supports the strategic aims of the DMP in: 

Undertake a feasibility study to understand the opportunity to operate tourist rail

Improving accessibility to the region and encouraging increased visitation by new

GOULBURN RIVER VALLEY TOURISM

APRIL 2014

6 . 8. P RO JE CT 7 : B RO A D F O RD S TA TE MO TO RCY C L E



themed township.

SPO R TS CO MPLEX 6.8.1. PROJECT OVERVIEW The Broadford State Motorcycle Sports Complex, owned by Motorcycle Victoria, is a major

Support the development of Broadford as a premier motor sports venue and motor

6.8.3. LOCATION The current site of the Broadford State Motorcycle Sports Complex and land adjacent to the complex which has the potential for acquisition.

asset to Mitchell Shire and the wider GRV region. It provides a unique motorsports venue with the capacity and scope to deliver major events and major events visitation.

6.8.4. ACTIONS

The redevelopment and expansion of the Broadford State Motorcycle Sports Complex

33.

offers the opportunity to better capitalise on this unique asset and deliver facilities and events that will raise the profile of the facility, Broadford and the region. Key elements of the project include: 

The implementation of a depot/transfer station to provide the infrastructure to support expansion;



The acquisition of land to allow expansion and or redevelopment of the current track to support high quality events and National level competitions; and



Commercial development opportunities adjacent to the complex, including visitor accommodation and retail/food and drink.

6.8.2. RATIONALE

Take forward the findings of the Mitchell Shire Council / Motorcycle Victoria Business Development Study.

34.

Support the land acquisition and planning changes necessary to expand/redevelop the track and unlock commercial development opportunities.

35.

Prepare a masterplan for the complex to set out the detailed design considerations and identify key development opportunities.

36.

Delivery and implementation, with priority on the expansion requirements of the track.

6.8.5. KEY STAKEHOLDERS 

Mitchell Shire Council; and



Motorcycle Victoria.

The Broadford State Motorcycle Sports Complex supports the aims of the region in complementing sporting strengths and supporting major events visitation. Redevelopment of the track will: 

Support the strategic aims of Mitchell Shire Council and the wider region in developing a key asset;



Provide an expanded track with the ability to host national level motorsports events and competitions;



Significantly increase the potential of Broadford as a major events destination in the region;



Provide supporting facilities, such as accommodation and commercial development, to leverage from and support visitation to the track; and 38

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

6 . 9. P ROJE CT 8: NAGAMBIE RE GION HIG H QUALITY A CCO MMODA TION 6.9.1. PROJECT OVERVIEW Nagambie is a burgeoning tourism destination with significant potential to develop into a high quality, regionally significant visitor destination. It has some of the region’s most recognisable product in terms of its nature based and food and wine offer. These assets

6.9.3. LOCATION To be defined during a feasibility study and location assessment. A location in a natural setting or attached to/within proximity to an existing high quality winery would be the most appropriate to leverage from high yield visitation. 6.9.4. ACTIONS 37.

aspirations.

are characterised by the Nagambie waterways and high quality regionally significant wineries; such as Mitchelton Wines, Tahbilk Winery and Fowles Wine (in nearby Avenel).

Engage with existing winery operations to understand development plans and

38.

Support operator plans to deliver high quality winery affiliated accommodation and

This product, and particularly the food and wine offer, appeals to high yielding/high spend

facilities. Also support any other plans in the region to deliver high end 4+ star

visitors, that have high expectations when it comes to accommodation and tourism product.

accommodation.

There is an opportunity in Nagambie or the surrounding region to deliver high quality

39.

Support approval and development processes and project delivery.

accommodation to support the existing product. Key elements of this could include: 



A 4+ star hotel or resort establishment of high end/luxury quality, that provides a

6.9.5. KEY STAKEHOLDERS

product to cater for high yielding visitors and supports the quality food and wine offer;



Strathbogie Shire Council

In-built conferencing facilities to cater for business travellers, conferences, weddings



Nagambie Region Wineries



Private Investors

and major events; and 

A location in an attractive setting, possibly attached to or in proximity to an existing regional winery.

6.9.2. RATIONALE A high quality accommodation development would support the emerging product in Nagambie. It would serve to: 

Increase awareness of Nagambie as a food and wine destination that can cater for socially aware and high yield travellers;



Increase the potential for business visitation, conference and events visitation;



Support the food and wine offer and allow regional wineries to grow;



Diversify the accommodation offer and provide quality and choice; and



Provide a tourism product/brand that is recognisable in its own right. GOULBURN RIVER VALLEY TOURISM

APRIL 2014



6 . 10 . PROJECT 9: RIVE RFRONT DEVE LOPMENT

Unlock a number of contemporary product development opportunities along the Goulburn River;

OPPORTUNITIES, SHEPPARTON 6.10.1. PROJECT OVERVIEW



Assist in providing commercial and non-commercial water based experiences;



Deliver transformational change in Shepparton and deliver a major new visitor destination (particularly in combination with the Victoria Park Lake Precinct);

The Goulburn River is often referred to as the ‘life blood’ of the region. Access to the river and opportunities to provide tourism experiences, activities and product along the river are limited in Shepparton. A greater understanding of the issues that frame this opportunity are required in order to move forward and capitalise on one of Shepparton’s most significant



Align with the key objectives of the City of Greater Shepparton; and



Continue to support visitation from key target markets, such as families.

assets. Undertaking the investigative work and providing the infrastructure necessary to provide

6.10.3. LOCATION

improved access to the Goulburn River could provide a major catalyst to diversify the

To be defined following an issues and opportunities study. Prime riverfront locations lies

product and experience offer in Shepparton. In particular it could:

between Jaycee Park and Victoria Park Lake.



Provide

opportunities

deliver

organised

commercial

water

based

activities/operations, including boating, kayaking, canoeing and fishing;

6.10.4. ACTIONS 40.



Offer better waterfront experiences, rest areas, trail and tracks that encapsulate the riverfront experience; and



Release commercial waterfront opportunities, including food and dining experiences, and waterfront accommodation.

41.

Identify key infrastructure and access requirements/improvements along the river.

42.

Undertake a feasibility study and concept masterplan to set out the infrastructure and design considerations.

Key infrastructure that may enhance the riverside experience could include waterside tracks and trails, boat ramps and improved canoe/kayak access, vehicular and road access, public rest and park areas and areas of public space for markets or events.

Undertake an issues and opportunities study to fully understand the environmental, physical and infrastructure considerations in various locations along the river.

43.

Government.

The

infrastructure opportunities would need to be defined as part of a detailed infrastructure

Identify funding partners and potential funding streams from Federal or State

44.

Support development processes and the project delivery.

study. This project would be critical in supporting other projects recommended in the Shepparton riverside precinct, such as the Victoria Park Lake Masterplan, cabin accommodation on the Goulburn River and opportunities such as an indigenous public

6.10.5. KEY STAKEHOLDERS 

City of Greater Shepparton;



State and Federal Government;



Goulburn Murray Water;

release a number of nature based activities that fit with the strategic aims of GRVT and the



Catchment Management Authority; and

DMP. In particular, it will:



Parks Victoria.

bush garden on the riverside. 6.10.2. RATIONALE Realising the potential of the Goulburn River is a major opportunity for Shepparton. It will

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

6 . 11 . P RO JE CT 1 0 : S H E P P A RTON B RA N D E D



Increase the potential for business visitation and the selection of Shepparton as a location for major conference delegations (i.e. the medical and education sectors that

A CCO MMODA TION

are strong in the region);

6.11.1. PROJECT OVERVIEW



Provide a strong support role to the development of SAM;

Shepparton is the GRV region’s primary regional centre, which attracts over a third of all



Support major events in the region; and



Diversify the accommodation offer and provide quality and choice.

visitors to the region each year. It is also a major regional hub for business, conferences and events and often relies on destinations such as Tatura and Nagambie to accommodate overspill in its capacity during major business, sports or annual events. The accommodation audit reveals a gap in the premium quality accommodation market, which would cater for business and high yielding visitors. The key elements of this project would include: 

A 4 star+ hotel establishment of international quality, that provides a recognisable

6.11.3. LOCATION To be defined during a feasibility study and location assessment. A location in close proximity to the CBD core and major venues would be essential and a key location with vistas and views of the natural offer would be preferable (i.e. adjacent to the Goulburn River).

brand for high yielding, international and business visitors; 

A minimum of 100 rooms;



In-built conferencing facilities to cater for business travellers and conference parties with a large number of delegates; and



A location in close proximity to the CBD core and major venues such as the Eastbank

6.11.4. ACTIONS 45.

Undertake a location assessment to identify appropriate sites for development.

46.

Secure/acquire a site for the development.

47.

Prepare a development prospectus to take to market and seek to attract a major international hotel brand.

Centre and preferably in a location that can capitalise on vantage points and aspects that encapsulate views of the Goulburn River.

48.

as rates relief, business leases and the use of / incentivised sale of public land.

The facility would generate demand from the weekday conference and business delegate sector, visitors to major regional events and high earning weekend holiday and leisure

Consider providing development incentives to secure an appropriate operator, such

49.

Support development processes and the project delivery.

tourists. 6.11.2. RATIONALE A major hotel development would be a catalyst to support the development of Shepparton. It would: 

Increase awareness of Shepparton as a destination and improve perceptions through the delivery of a major brand in a regional area;

6.11.5. KEY STAKEHOLDERS 

City of Greater Shepparton;



Private hotel operators; and



Private investors.

GOULBURN RIVER VALLEY TOURISM

APRIL 2014

6 . 12 . P RO JE CT 1 1 : TOO L A N G I CAN O P Y TOU R



6.12.1. PROJECT OVERVIEW



Transform a natural forest asset into a unique, environmentally sensitive nature based activity. Complement the nature-based and adventure offer in Murrindindi Shire.

Following an Expression Of Interest process, Parks Victoria previously selected Australian Zip Line Canopy Tours (AZCT) to investigate the establishment of a guided canopy tour in

6.12.3. LOCATION

the Toolangi State Forest in 2011. The route was proposed to be 1.5km long and situated

The Toolangi Forest. A new feasibility study may be required to understand the route of

between the Mount Tanglefoot Picnic Ground and the Wirriwalla Rainforest Walk. The

the tour, which would be based on an assessment of previous proposals.

proposal is currently on hold in the approvals process, with the Department of Environment and Primary Industries (DEPI).

6.12.4. ACTIONS

Renewed support and revisiting the feasibility of the project to understand the issues and

50.

actions required to get the project off the ground is required. The project could include: 



constraints on the site – seek to resolve key issues with DEPI to allow proposals to go ahead.

A Guided Canopy Tour and ‘tree top’ experience, combining adventure with education and the opportunity to learn about the local environment and history.

51.

A tour base at the underutilised Toolangi Forest Discovery Centre, which could shuttle

the environmental impact of the proposal. 52.

Potential group accommodation to accommodate education or adventure groups in

53.

Identify funding partners and potential funding streams to assist development proposals.

the region (in conjunction with the tour hub). 54. 6.12.2. RATIONALE

Identify a welcome centre/hub. Consider the appropriateness and availability of the Toolangi Discovery Centre.

groups to the forest and remove traffic and parking requirements from the forest itself. 

Consider the need to undertake a new feasibility study to understand potential route options and key issues and constraints to development; including an assessment of

Zip lines and flying fox style adventure tours catering for all ages, fitness levels and accessibility groups.



Review previous Canopy Tour proposals to understand the key issues and

Support the development processes and the project delivery.

The Toolangi Canopy Tour will provide a new opportunity in the region and provide a

6.12.5. KEY STAKEHOLDERS

catalyst nature based activity that fits with the strategic aims of GRVT and the DMP. In



Murrindindi Shire Council;



Parks Victoria;



Private Sector Partners; and

seasonal staff and caters for significant year round visitation.



Department of Environment and Primary Industries.

Provide a nature-based activity that is not available in the region, with the ability to

particular, it will: 

Deliver a catalyst project and potential game changer that will drive new visitation and potentially deliver new investment, similar to the Otway Fly which now employs 60



raise awareness and change perceptions of the nature based offer.

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

6 . 13 . P RO JE CT 1 2 : E U ROA S E VEN C RE E K S



the east of the GRV region.

P RECI NC T 6.13.1. PROJECT OVERVIEW

Deliver important formal visitor information services that address an identified gap in

6.13.3. LOCATION Seven Creeks Parkland, adjacent to Kirkland Avenue in Euroa.

Euroa presents a major opportunity to develop a tourism destination in the east of the region, which can capitalise on east-west and north-south access routes. Seven Creeks Park provides an opportunity to create a tourism destination in Euroa, attracting both daytrip and overnight visitors.

6.13.4. ACTIONS 55.

Update the masterplan for the Seven Creeks Park focusing on tourism opportunities both on land within and adjoined to the park, identifying issues, development

The key elements of this project could include:

opportunities, infrastructure requirements and the siting of a proposed VIC / café, self-



contained accommodation options, walking tracks and a sculpture trail;

A tourist café and formal accredited Visitor Information Centre (VIC) on Seven Creeks Park, adjacent to Kirkland Avenue in Euroa, providing attractive facilities in a natural

56.

setting that encourages an increased volume of passing visitation to stop in Euroa; 

The development of walking tracks and trails along Seven Creeks that link into key

Identify funding partners and potential funding streams to assist in delivering development proposals.

57.

assets in the town, such as the Memorial Oval and surrounding mountain bike trails;

Consider the need to undertake a feasibility study to understand the costs and benefits of the key project elements.



Self-contained accommodation within the parkland;



A sculpture tour throughout the parkland;



Improved toilet stopover facilities; and

6.13.5. KEY STAKEHOLDERS



An RV dump point.



Strathbogie Shire Council;



State Government;



Catchment management authority;

town and align with the strategic aims of GRVT and the DMP. In particular, it will:



Private developers; and



Friends of Seven Creeks.

6.13.2. RATIONALE The development of the Seven Creeks Park in Euroa will have a significant impact on the

Deliver a catalyst project that could support transformational change in Euroa and

58.

Secure necessary funding and private sector investment and support the development processes and the project delivery.

attract significant new investment. 

Support the development of other new product / projects in Euroa, such as new accommodation, food/dining and investment in heritage assets and events.



Provide better accessibility and linkages across the Euroa’s key nature based asset; providing nature based activities and experiences that will add to the critical mass of tourism product and increase visitor’s length of stay in Euroa. GOULBURN RIVER VALLEY TOURISM

APRIL 2014

D ESTINATION D EVELOPMENT O PPORTUNITIES

7 . 1. INTRODUCTION

To support this, destinations must address issues around the supporting product they provide, by improving the supply and quality of the accommodation offer and providing

The following section provides analysis of the product development opportunities that have

supporting consumer product to match target market need. Infrastructure and amenity

been recommended to enhance the tourism product offer and build on the existing assets

issues, such as accessibility, township perceptions and streetscapes also provide an

across destinations in the GRV region. These opportunities build on the priority projects

opportunity to better promote and access the region.

and have been divided by sub-region, in order to understand the suite of opportunities that have been recommended in each distinctive destination. In particular, this section provides: 

A description of each product development opportunity, providing a summary of the key elements of initiative;



The project location; and



The alignment of projects with the identified strategic themes and the strategic rationale for recommending the project.

The identified opportunities at a sub-regional and destination level seek to provide the product to lift the visitor offer in the region to the next level, based around unlocking products and experiences (such as water based access), developing new experiences (i.e. a spa

An illustration of how the individual product development opportunities can collectively support a wider tourism node, regional and sub-regional development is demonstrated below. This section of the DMP will seek to define how sub-regional clusters and individual destinations in the region should be developed, in terms of their product offer, experience development and identity. The following section addresses cross-regional projects and the positioning of the GRV region in a wider promotional context. Figure 8 overleaf illustrates the key visitor nodes and destinations in the GRV region, and provides context for the discussion of destination development opportunities in each subregion.

and wellness offer), building on existing strengths (such as events) and capitalising on underutilised assets (such as the equine industry).

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

FIGURE 8 VISITOR NODES

GOULBURN RIVER VALLEY TOURISM

APRIL 2014

7 . 2. KILMORE / BROADFO RD Wallan and Beveridge are part of a major growth corridor to the north of Melbourne’s Urban Growth Boundary, which is accommodating significant population drift. It will continue to be a major source of visitor markets, such as the VFR Market, as the population continue to grow Table 4 provides a summary of the key opportunities identified for the Kilmore / Broadford sub-region.

The Kilmore / Broadford sub-region lies approximately 45 minutes from Melbourne’s CBD. It is not traditionally recognised as a primary tourism or visitor destination; however, it services an important VFR market and has a large population base which is on the periphery of the metropolitan area. Key to improving the profile and existing visitation to the region is the need to leverage from, improve and develop existing assets across the sub-region, such as the state significant Broadford State Motorcycle Complex and the heritage assets of its townships. The premier opportunity in the sub-region is the redevelopment of the Broadford State Motorcycle Sports Complex. There are opportunities in Broadford for additional projects to support this growth and capitalise on the opportunities that may arise, in terms of branding, accommodation and supporting product and services. These can better leverage from events and motorcycle visitation; capturing visitors which currently undertake daytrips only or low yield overnight options, such as camping; by improving the diversity and quality of accommodation and dining options. Kilmore has the opportunity to deliver destination positioning and place making projects that capitalise on both its heritage streetscape and the proposed Kilmore bypass. These types of projects will increase the attractiveness of Kilmore as a stopover destination, attracting new investment and improve perceptions of the town. Other opportunities, such as supporting a major new event, building on the successful Kilmore Celtic Festival, or developing the Kilmore racecourse will also provide realistic product goals that will, over time, begin to develop the product offer in the sub-region.

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

TABLE 4 KILMORE / BROADFORD: PROJECT DESCRIPTION AND RATIONALE Project

Location

Theme

Project Description

Strategic Rationale

Broadford

Strategic Development Opportunity

Support the expansion plans of the Broadford State Motorcycle Sports Complex, including:



Enabling Broadford’s State Motorcycle Sports Complex to host national motor sport competitions.

Expansion of the current track;



Increasing events potential at the venue.



Development opportunities including new accommodation; and/or ancillary products and services, such as food and dining; and



Supporting Broadford as a premier motor sports venue and township.



Infrastructure improvements necessary to support the development.

Investigate opportunities and sites with development potential that front the Kilmore Creek, for the development of a new tourism precinct.



Creating new development opportunities and the potential for a new waterfront precinct in Kilmore.



Unlocking a major underutilised asset.

Prepare a masterplan for the precinct that identifies key development sites and supports streetscape and creek-front improvements.



Supporting place making initiatives and improving the general streetscape in Kilmore.

Promote Broadford as a motorcycle themed township by seeking to provide:



Raising awareness of Broadford as a township and providing a stronger marketing and branding identity.



Building on the town’s premier visitor asset, providing mutually beneficial outcomes.



Building on existing events in Kilmore, such as the Kilmore Celtic Festival.



Developing Kilmore as a hub for events in the south west of the region/peri-urban area.

Priority Projects KB1: Broadford State Motorcycle Complex



Tier 2 Projects KB2: Kilmore Creek Development

KB3: Broadford Motorcycle Themed Township

KB4: Kilmore Events Programme

Kilmore

Broadford

Kilmore

Strategic Development Opportunity

Destination Positioning

Supporting Events



Promotional material aligned with the State Motorcycle Sports Complex;



Themed interpretation and wayfinding; and



Motorsports themed public art and monuments.

Investigate the feasibility of attracting new events to Kilmore, building on existing events – recommended opportunities/gaps include: 

An equine/racing event, linked to Kilmore Racecourse; or



A heritage themed event, building on the heritage assets and streetscape in Kilmore.

GOULBURN RIVER VALLEY TOURISM

APRIL 2014

Project

Location

Theme

Project Description

Strategic Rationale

KB5: Kilmore Racecourse Development

Kilmore

Equine

Support the planned development and improvement of Kilmore Racecourse, which includes renovations to the grandstand, public dining areas and the construction of a new link building between the pavilion and Kilmore Trackside.



Developing Kilmore Racecourse as a premier horse racing and entertainment precinct.



Developing the equine strengths of the region and improving racecourse facilities.



Providing potential synergies with a new equine event in the subregion.



Providing an opportunity to transform the streetscape and deliver a pedestrian friendly town centre



The bypass will also support investment in and the development of other key projects in Kilmore, including:



The potential development of the Kilmore Creek Precinct (Project KB2);



Restoration and reactivation of the heritage streetscape (Projects KB11 and KB12);



New food/ drink and accommodation product (Projects KB7 and KB9).



Supporting the events programme and racecourse expansion, by providing increased accommodation capacity.



Diversifying the current accommodation offer and addressing gaps in the accommodation market.

Provide medium scale self-contained accommodation in Broadford, either within the town or in proximity to the Broadford State Motorcycle Sports Complex.



Supporting the Broadford State Motorcycle Sports Complex expansion and potential increase in visitation.



Diversifying the current accommodation offer and addressing gaps in the accommodation market.

Identify and promote a site in order to attract an artisans store or cellar door in Kilmore.



Capitalising on the potential of the town (bypass and possible streetscape improvements).



Diversifying the offer and utilising the local produce strengths of the region.



Addressing a gap in the food and dining market in the sub-region.



Diversifying the offer and providing the product to match need.



Addressing a gap in the food and dining market in the sub-region.



Providing a product that matches the motorcycle visitation market profile.

Support future development at the track such as facilities upgrades (i.e. parade ring, mounting yards and jockey facilities) and the development of supporting commercial development.

KB6: Kilmore/Wallan Bypass

Kilmore

Infrastructure

Support the Victorian Government’s commitment for the construction of a bypass of Kilmore and Wallan by 2017.

Tier 3 Projects KB7: Self-contained Accommodation in Kilmore

KB8: Self-contained Accommodation in Broadford

KB9: Local Produce, Cellar Door or Artisans Store in Kilmore

KB10: Bistro-type Dining Offer in Broadford

Kilmore

Broadford

Kilmore

Broadford

Accommodation

Food and Dining

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

Provide medium scale self-contained accommodation in Kilmore.

Identify and promote a site to deliver a bistro-type dining establishment in Broadford. Promote extended opening hours on weekends and during key events.

Project

Location

Theme

Project Description

Strategic Rationale

KB11: Restoration of the Kilmore Heritage Streetscape

Kilmore

Place Making

Investigate options to fund and implement restoration works to the Kilmore heritage streetscape (Sydney Street).



Utilising a major underutilised asset in Kilmore.



Improving perceptions of the destination to visitors.



Supporting the delivery of a heritage walk (Project KB12).



Capitalising on bypass proposals and the restoration works project.



Improving perceptions of Kilmore and utilising its heritage assets.

KB12: Kilmore Heritage Walk

Kilmore

Destination Positioning

Investigate the feasibility of a heritage walk in Kilmore, supported by signage and interpretation.

GOULBURN RIVER VALLEY TOURISM

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Seymour Race Course hosts significant events such as the Darley Seymour Cup and has

7 . 3. SEY MOUR AND SURROUND S

plans for future expansion to widen its racing and product offer. Tallarook is a developing ‘boutique village’ in the region, which has major potential to leverage from the opening of the Great Victorian Rail Trail. The Great Victorian Rail Trail is rapidly becoming a premier visitor attraction in the region and a major biking route, which can be expanded and developed in terms of its product, to cater for increased visitation and use. Table 5 provides a summary of the key opportunities identified for the Seymour and Surrounds sub-region.

Seymour and Surrounds is serviced by effective highway and public transport infrastructure and approximately one hour from Melbourne. Seymour is a popular location for stopovers prior to reaching Melbourne from regional Victoria and interstate. The product profile of the sub region focuses on the history and heritage and in particular, the rich military and rail service history, such as the Seymour Railway Heritage Centre, the Army Tank Museum at Puckapunyal and the Vietnam Veterans Commemorative Walk. Seymour has the opportunity to align itself more robustly with these military strengths in terms of its branding and product alignment. The nature based offer in Seymour is focused on a number of Goulburn riverside parks which are used for the basis of recreational activities including picnics, fishing and boating. In meeting visitor expectations, Seymour needs to enhance its sense of place; both in the town centre and along its major underutilised asset, the Goulburn River. Place making initiatives and strategic development opportunities have the opportunity to transform perceptions

Seymour

and

attract

new

tourism,

accommodation

and

business/conferencing opportunities. Events such as the Tastes of the Goulburn and Alternative Farming Expo have the potential to support this product development. The Seymour region, along with Euroa and the Strathbogie Ranges and Nagambie, is considered to be a primary destination for equine breeding and stud operations. Major stud operations in the area include the world famous Darley Stud and Chatswood. In addition,

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

TABLE 5 SEYMOUR AND SURROUNDS: PROJECT DESCRIPTION AND RATIONALE Project

Location

Theme

Project Description

Strategic Rationale

Seymour

Strategic Development Opportunity

Investigating the feasibility of delivering a Goulburn Riverside Precinct Development in Seymour, by installing the Seymour Flood Levee and unlocking the Seymour Riverside Precinct for development.



Unlocking access to the Goulburn River and realising major development opportunities.



Creating a new visitor destination and tourism product in Seymour.



Attracting public and private sector investment to the riverside precinct by removing the barriers to development on the riverside.

Strategic Development Opportunity

Expansion of the rail trail to incorporate a Seymour-Tallarook (in conjunction with an Alexandra-Eildon link). Investigate further private sector opportunities which can leverage from the trail, such as accommodation and dining.



Linking the Great Victorian Rail Trail to a major residential and visitor hub to drive trail use.



Identifying opportunities to leverage yield from the trail through private sector business investment.

Strategic Development Opportunities

Investigate sites and the feasibility of delivering a conference venue in Seymour including:



Capitalising on excellent rail and public transport links from Melbourne.



Providing conferencing facilities that can tap in to Seymour’s business market potential.



Lifting the profile and quality of the supporting product offer in Seymour.



Showcasing the unique military strengths of the region.



Providing an off-base museum (i.e. as opposed to the on base Tank Museum at Puckapunyal) to house and display military artefacts.



Supporting other key military product in the region, such as the Vietnam Veterans Commemorative Walk and a potential regional military history trail.



Providing a catalyst attraction that could drive visitation in the region and improve awareness of the military offer.



Resolving the current fragmented nature of the town centre is critical to the visitor experience. It is difficult to navigate and creates negative perceptions.



Enabling the town centre to link more effectively with the rail station and a potential Riverside Precinct.



Improving perceptions of Seymour.



Catering for business and VFR markets in Seymour and the subregion.



Improving the diversity and quality of the accommodation offer.



Meeting a current gap in the product offer.

Priority Projects SE1: Seymour Riverside precinct

SE2: Great Victorian Rail Trail Expansion and Product Development

Seymour / Tallarook

Tier 2 Projects SE3: Seymour Conference Centre

SE4: Seymour Military Interactive Museum

SE5: Reconfiguration of Seymour Town Centre

SE6: Provide high quality (4+ Star) accommodation in Seymour

Seymour

Strategic Development Opportunities

Place Making

Accommodation



Business conferencing facilities;



Possible high quality ancillary accommodation; and



A supporting dining/food and drink offer.

Investigate sites and the feasibility of delivering an off-base military interpretive museum, linked to the Puckapunyal base, to showcase the military history of the region.

Support the development and implementation of a Seymour Structure Plan to provide design options for the re-configuration of the township (such as access, permeability, vehicular flow, public realm and streetscape). A Structure Plan is proposed for Seymour in 2014.

Investigate sites to deliver high quality self-contained accommodation in Seymour (possible in conjunction with Project SE3).

GOULBURN RIVER VALLEY TOURISM

APRIL 2014

Project

Location

Theme

Project Description

Strategic Rationale

SE7: Promote Seymour and Surrounds as a Military Themed Region

Seymour

Destination Positioning

Position, promote and brand Seymour as a military themed region, drawing on the strengths of the Vietnam Veterans Commemorative Walk, The Australian Light Horse Memorial Park and Puckapunyal Army base.



Improve awareness of the military history product in Seymour.



Capitalising on the rich military presence and history in the region.



Supporting a Military History Touring Route in the region

SE8: New Event(s) in Tallarook

Tallarook

Support existing events, such as the Boogie Festival, and investigate the feasibility of additional annual events or a street festival for music, arts or culture.



Enhancing perceptions of Tallarook as a niche visitor and events destination in Mitchell Shire.



Capitalising on the boutique nature of the town and promoting Tallarook as an emerging boutique village.

Support the delivery of Stage 3 of the Vietnam Veterans Commemorative Walk.



Supporting key historic assets with tourism product that will enhance the experience.



Consolidating assets that promote Seymour as a premier military history destination in the State.



Providing a military themed product to support military assets, the Vietnam Veterans Commemorative Walk and the development of Seymour as the start of a regional military touring route.



Diversifying the food and drink offer and catering for visitors to the Vietnam Veterans Commemorative Walk.



Providing new and improved visitor information facilities.

SE9: Vietnam Veterans Commemorative Walk Stage 3

SE10: Seymour VIC and Military Themed café in conjunction with the Vietnam Veterans Commemorative Walk

SE11: Australian Light Horse Memorial Park Masterplan

SE12: Seymour Racecourse Redevelopment

Seymour

Supporting Events

Destination Positioning

Strategic Development Opportunities

Investigate the feasibility of providing a Visitor Information Centre and military themed café in proximity to the Vietnam Veterans Commemorative Walk.

Strategic Development Opportunities

Support the implementation of the provisions of the Australian Light Horse Memorial Park Masterplan – including visitor information, accessibility, signage, interpretation, and trail linkages.



Supporting the rich military history of the area.



Upgrading a unique asset to Seymour.



Supporting the development aspirations of the Australian Light Horse Memorial Park.

Equine

Support the planned development and improvement of Seymour Racecourse, which provides facilities to house up to 300 horses daily.



Developing Seymour Racecourse as a premier horse racing and entertainment precinct.



Developing the equine strengths of the region and improving racecourse facilities.

Seek to identify and promote a site in order to attract a local produce store/boutique café in the Tallarook Township.



Capitalising on the boutique and unspoiled nature of the town and promoting Tallarook as a boutique village.



Capitalising on the position of Tallarook as the start of the rail trail.



Providing the product to service high yielding target markets and rail trail visitors.



Capitalising on the boutique and unspoiled nature of the town and promoting Tallarook as a boutique village.



Capitalising on the position of Tallarook as the start of the rail trail.



Providing the product to service high yielding target markets and rail trail visitors.

Tier 3 Projects SE13: Local Produce, Cellar Door or Artisans Store in Tallarook

SE14: Boutique B&B or selfcontained accommodation in Tallarook

Tallarook

Food and Dining

Accommodation

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

Provide a new B&B and/or self-contained accommodation to service high yield visitors and rail trail users.

Â 7 . 4. KINGLAKE RANGES There is also an opportunity for the Kinglake Ranges to diversify its product offer and provide new and unique product and experiences that will transform the offer in the south of the GRV region, such as a treetop canopy tour, new equestrian centre development and a high end private spa resort or retreat. These strategic development opportunities offer an opportunity to diversify the product offer in the Kinglake Ranges and will provide the catalyst for new investment and supporting product. Table 6 provides a summary of the key opportunities identified for the Kinglake Ranges sub-region. The Kinglake Ranges rises above the Melbourne plain into an expansive forested environment; just over an hour from Melbourne on single lane road infrastructure. The Kinglake Ranges is in a regeneration phase following the 2009 fires, both in terms of its physical and natural revival. The DMP seeks to support this continued recovery and deliver the product to restore the Kinglake Ranges as a premier visitor destination. The major attraction in the sub-region is the Kinglake National Park, an important nature based tourism product for the GRV region. It provides a number of opportunities for visitors to undertake camping, bushwalking and other nature-based activities; which take in outstanding natural assets such as Masons Falls. The Kinglake Ranges also has a number of other waterways which accommodate water activities, such as King Parrot Creek and the catchment for Yea River. Kinglake is a popular destination for visitors undertaking adventure activities, such as road cycling, horse riding and mountain biking. Kinglake is also an area with strengths in its local produce, with farm gate experiences based around fruit and vegetables that can be experienced by vehicles visiting or touring through the region. The Kinglake Ranges must continue its regeneration following the bushfires of 2009 by providing infrastructure and product to support tourism opportunities, such as infrastructure to support nature based attractions and new accommodation to address a severe shortage of accommodation in the sub-region.

GOULBURN RIVER VALLEY TOURISM

APRIL 2014

TABLE 6 KINGLAKE RANGES: PROJECT DESCRIPTION AND RATIONALE Project

Location

Theme

Project Description

Strategic Rationale

Toolangi

Strategic Development Opportunity

Providing a canopy tours and zip line experience in the Toolangi Forest, including:



Providing a catalyst opportunity.



Supporting the region as a hub for adventure activity.



Matching target markets and increasing visitation to the region.



Catering for high yield socially aware and international visitors.



Building a high quality product that capitalises on the natural environment.



Complementing the proposed spa offer in Marysville, which would be differentiated by providing a more affordable family oriented public spa and wellness product.



Providing facilities that capitalise on the equine strengths of the region.



Providing a facility that can host competition standard events.

Priority Projects KR1: Toolangi Canopy Tour



A Guided Canopy Tour and ‘tree top’ experience;



Zip lines and flying fox style adventure tours catering for all ages;



A tour base at the underutilised Toolangi Forest Discovery Centre; and



Potential group accommodation to accommodate education or adventure groups in the region (in conjunction with the tour hub).

Tier 2 Projects KR2: Kinglake Ranges Spa Retreat

KR3: Kinglake Equestrian Centre

KR4: Bowden Spur Mountain Bike Infrastructure

Kinglake and Surrounds

Kinglake

Bowden Spur

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

Strategic Development Opportunity

Strategic Development Opportunities

Accessing Water and Nature Based Assets

Investigate locations, sites and the feasibility of developing a high end spa and wellness retreat in the Kinglake Ranges. The project would: 

Cater toward private high yield target markets;



Provide high quality accommodation and food and dining;



Have spa/wellness facilities and packages; and



Be in a natural setting.

Supporting the development of the Kinglake Equestrian Centre, with facilities including: 

An equestrian arena;



Competition-standard equestrian and cross country facilities and performance facilities;

Addressing gaps in the market in terms of equestrian facilities and accommodation.



Providing multi-use community and events spaces.



Events and community facilities; and



On-site camping facilities and fixed (potentially group) accommodation for overnight equestrian trips. 

Developing the successful existing mountain biking product.



Developing Bowden Spur into a premier mountain biking destination in Victoria.



Linking with and complementing existing adventure strengths in the south west of the GRV region.

Support the continued development of the Bowden Spur mountain bike infrastructure, including the development of cross country trails, and promotion of the area as a premier mountain biking destination.

Project

Location

Theme

Project Description

Strategic Rationale

KR5: The Toolangi Discovery Centre

Toolangi

Strategic Development Opportunities

Investigate opportunities for the Toolangi Forest Discovery Centre – this should be done in conjunction with the Toolangi Canopy Tour proposals (Project KR1), to assess suitability as a hub for zip line tours.



The need to bring a key strategic asset back to use, following its closure as a bushwalking discovery centre.



The potential to link a key opportunity (Project KR1: Canopy Tour).



Potential for ancillary development opportunities, such as group accommodation to support the adventure/nature based offer.

Other uses may include visitor facilities, a hub for surrounding bushwalks or centre for new events. Tier 3 Projects KR6: Infrastructure at Natural Attractions

Kinglake National Park

Accessing Water and Nature Based Assets

Continue to upgrade infrastructure at key natural attractions in Kinglake National Park and identify areas for infrastructure improvements.



Supporting bushfire recovery.



Improve access to key natural attractions and support nature based activities in the region.

KR7: Farm Gate & Local Produce Opportunities in the Kinglake Ranges

Kinglake Ranges

Food and Dining

Support farm gate and local produce businesses, both on farms and in townships across the Kinglake Ranges.



Strengthening the farm gate and local produce offer.



Consolidating the tourism product and providing commercial opportunities.



Capitalising on local agricultural assets.



Diversifying the accommodation product and meeting existing gaps in the offer.



Linking with the agricultural strengths in the sub-region.



Providing a farm based experience for visitors.



Diversifying the accommodation product and meeting existing gaps in the offer.



Supporting new tourism product in the region.

Support business development and commercial (retail) opportunities which will increase yield and visitation to the region’s farm gate operations. KR8: Farm Gate Accommodation

KR9: B&B and/or Self Contained Accommodation in Kinglake

Kinglake Ranges

Kinglake

Accommodation

Support farm gate accommodation opportunities across the Kinglake Ranges, to provide self-contained and farm gate accommodation options.

Support a new B&B and/or self-contained accommodation opportunities in Kinglake.

KR10: Kinglake Ranges Arts and History Walk – Phase 2

Kinglake Ranges

Destination Positioning

Support the implementation and continue to develop Phase 2 of the Kinglake Ranges Arts and History Walking Track, linking historical sites to local attractions.



Diversifying the product offer in the region.



Supporting new tourism product in the region.

KR11 Kinglake Ranges Business Township Beautification

Kinglake & Pheasant Creek

Place Making

Improve Kinglake township and Pheasant Creek business area streetscape.



Improving perception of the townships/encourage business investment /increase longer stays and return visitation

GOULBURN RIVER VALLEY TOURISM

APRIL 2014

7 . 5. YEA AND S URRO UNDS

Yea also has the infrastructure to host major events, with existing events based activities including the Autumn Festival, a monthly Country Market and a Twilight Market which is part of the new Yea Arts Carnivalẽ. There is the potential to build on this existing offer and seek to promote Yea as a key events destination in the region. Table 7 provides a summary of the key opportunities identified for the Yea and Surrounds sub-region.

Yea is an attractive town that leverages significant visitation from passing touring routes and snowfields visitation. The Goulburn Valley Highway, Yea–Whittlesea Road, and Melba Highway access Yea, around 1.5 hours from Melbourne. The product experienced by stopover visitors in Yea is primarily food and beverage and retail product servicing passing visitors, supported by accessible stopover facilities for coach and car visitors. The new Y Water Centre will also become an important facility for visitors to Yea and a gateway to the surrounding wetlands. The surrounding area is also an emerging food and wine area, with a number of wineries within proximity to Yea. A key opportunity for Yea exists in maximising the yield achievable from stopover visitation, rather than competing with other destinations in the region for significant overnight visitation. Supporting product such as high quality food and dining and RV friendly facilities would help to maximise stopover potential. In addition, the streetscape, and particularly the gateways into the town, would benefit from revitalisation and improved interpretation/wayfinding in order to improve perceptions and encourage visitors to stop in Yea. A major opportunity to increase visitation and encourage longer stays in Yea lie in its strategic position on the Great Victorian Rail Trail. Positioning the town as a key rail trail destination and providing the product to support this role will be critical in attracting visitors and encouraging them to stay longer in Yea.

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

TABLE 7 YEA AND SURROUNDS: PROJECT DESCRIPTION AND RATIONALE Project

Location

Theme

Project Description

Strategic Rationale

Yea

Destination Positioning

Market Yea as a key destination on the Great Victorian Rail Trail, in particular capitalising on the proximity to iconic attractions such as the Cheviot Tunnel.



Capitalising on Yea’s location as a strategic town on the rail trail.



Developing Yea’s current positioning and marketing.



Encouraging longer stays and increased visitation in Yea

Investigate the development and implementation of annual events that are themed around the arts, culture and music.



Increasing visitation and length of stay in Yea.



Building on existing infrastructure and developing Yea as a subregional hub for events.



Improving events capacity in Yea.

Investigate opportunities to provide group accommodation to service the low cost family market and large nature based groups (i.e. rail trail).



Servicing the large farm/itinerant worker market in Yea.



Increase longer term and overnight stays.

Investigate the potential of the new Y Water Centre as a hub for events, information and tours.



Creating opportunities that generate activity at the centre.



Providing a hub for tour experiences (i.e. of the wetlands, wineries or the rail trail).



Investigating the potential of a new events venue to assist the development of Yea’s events program.

Support the promotion of horse friendly accommodation establishments in Yea to cater for rail trail visitation and usage by adult horse riders.



Servicing the rail trail as a major horse trail.



Supporting the equine strengths of the region.

Investigate opportunities to improve the Yea streetscape, including:



Improving perceptions of the town.



Encouraging increased stopover visitation and longer stays.

Tier 2 Projects Y1: Promoting Yea as a Key Destination on the Rail Trail

Y2: Yea Music Festival and Events Capacity

Yea

Supporting Events

Investigate event locations in Yea to increase capacity

Y3: Yea Group Accommodation

Y4: Yea Y Water Centre Opportunities

Y5: ‘Horse Friendly’ Accommodation

Yea

Accommodation

Supporting Events

Accommodation

Tier 3 Projects Y6: Yea Streetscape Improvements

Y7: Yea RV Friendly Facilities

Yea

Y8: Self Contained Accommodation in Yea

Yea

Y9: Diversify the Dining Product in Yea

Yea

Place Making



Signage/wayfinding at key gateways into the town;



Visual amenity at key gateways; and



Landscaping and public realm improvements.

Destination Positioning

Support the RV Friendly facilities in Yea, including the provision of an RV dump point and RV parking.



Supporting key target touring markets.



Encouraging increased stopover visitation.

Accommodation

Provide a new B&B and/or self-contained accommodation opportunity in Yea.



Diversifying the accommodation product and meeting existing gaps.



Supporting increased rail trail visitation and capturing rail trail users.

Diversify the dining product and extend opening hours of food establishments to meet market need.



Supporting the night-time economy.



Providing a range of high quality dining options to cater for rail trail users.

Food and Dining

GOULBURN RIVER VALLEY TOURISM

APRIL 2014

Project

Location

Theme

Project Description

Strategic Rationale

Y10: Local Produce, Cellar Door or Artisans Store in Yea

Yea

Food and Dining

Provide a Boutique Café or Artisans Store in Yea to cater for stopover visitation.



Providing high quality product to cater for stopover visitation.



Drawing on the food and wine producing strengths of the sub-region.



Seeking to engage with wineries in the Yea area.



Opportunity to disperse visitors;



Provide rail trail visitors with a destination;



Provide rail trail visitors with visitor information.

Y11: Y Water Centre Path

Yea

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

Accessing Water and Nature Based Assets

Development of a trail that links the Y Water Centre with the Rail Trail, including ‘i’ signage.

7 . 6. A LEXANDRA / MA RYS VI LLE / EI LDON

Marysville is a traditionally strong tourism destination, which is in a transition/recovery phase following the 2009 bushfires.

An opportunity exists to develop new emerging

destination strengths, such as spa & wellness, which can build on this transition and provide a unique offer for the region.

Also, critical to maintaining Marysville’s recovery and

supporting new tourism experiences, is providing the supporting product such as accommodation and food/drink. Alexandra functions as a key service centre in the region, but lies on east-west, rather than north-south transport routes; limiting the potential for passing visitors. As such, Alexandra is not traditionally a strong tourism destination, however, the Great Victorian Rail Trail could unlock opportunities to capture new visitors and build on existing strengths such as sporting infrastructure and events. Alexandra has developed a reputation as an events town, with events such as the The Marysville / Alexandra / Eildon sub-region has a strong nature based tourism product,

Alexandra Truck, Route and Rod Show and the Big Fish which is coordinated by Alexandra

including Lake Eildon National Park, the Great Victorian Rail Trail, Cathedral Range State

Events.

Park and the Murrindindi Scenic Reserve. There are abundant opportunities for visitors to engage in nature based activities, including water and snow based activities, cycling, walking, and camping; and water based activities at Lake Eildon including kayaking, waterskiing, fishing and wakeboarding.

Eildon provides a major opportunity for increased visitation and improvement, leveraging from Lake Eildon as its premier regional asset. Key opportunities for Eildon are based around reconfiguring infrastructure in both the township and on the waterfront and to unlock strategic development opportunities that capitalise on the waterfront location, such as Mt

The Marysville / Alexandra / Eildon sub-region provides a diversity of tourism product and

Pinniger. These critical infrastructure and development opportunities could be supported

natural landscapes that drive nature based visitation in the region. It is intrinsically linked

by an improved tourism focus, such as commercial tour operations and a co-ordinated

to surrounding tourism regions such as High Country and Yarra Valley, but also to the

houseboat operations.

Kinglake Ranges and Melbourne fringe. The product development opportunities in the subregion differ between destinations based on the existing product and future potential, with Alexandra currently operating as a service centre and Marysville as a traditional holiday/leisure visitor destination. Marysville is accessed from Melbourne via Healesville and the Black Spur and from interstate via the Maroondah Highway. Alexandra is located on the Maroondah Highway

Yarck is a boutique destination in the sub-region which aligns regionally with the other small boutique villages. Whilst it is generally perceived to be successful, it could benefit from new high yield accommodation options to leverage from rail trail activity. Table 8 provides a summary of the key opportunities identified for the Marysville/ Alexandra/ Eildon sub-region.

and can be accessed from Melbourne via Yea or via the Black Spur. Eildon is located on the southern shores of Lake Eildon at the Goulburn River, and can be accessed from Melbourne via Alexandra.

The journey to the sub-region ranges from 2-2.5 hours from

Melbourne. Marysville is also characterised by its proximity to the High Country and alpine tourism at Lake Mountain.

GOULBURN RIVER VALLEY TOURISM

APRIL 2014

TABLE 8 ALEXANDRA / MARYSVILLE / EILDON: PROJECT DESCRIPTION AND RATIONALE Project

Location

Theme

Project Description

Strategic Rationale

Marysville

Strategic Development Opportunities

Investigate opportunities for a spa and wellness facility that:



Introducing a new product to the region.

Provides an outdoor spa and bathing product that is in a wildlife/natural setting;



Providing a catalyst for attracting new visitation.



Aligning with the nature based product of the area and building a critical mass of nature-based product/activities in the sub-region.



Linking the Great Victorian Rail Trail to a major residential and visitor hub to drive trail use.



Identifying opportunities to leverage yield from the trail through private sector business investment.



Capitalising and building on the success of the Rail Trail.



Providing dedicated trail access to Lake Eildon National Park.



Increasing visitation to Eildon and potentially providing the catalyst for new investment and opportunities.



Providing high quality conference and accommodation facilities in the south east of the GRV region.



Complementing new conference facilities and enhancing the reputation of the area as a high quality business and conferencing destination.



Raising the profile and perceptions of Eildon, transforming the offer and attracting high yielding visitors.



Better utilising Eildon’s prime waterfront locations.



Diversifying and improving the quality of the accommodation / food and drink offer.



Providing development opportunities that have the potential to transform Eildon as a destination.



Providing a critical mass of product in Marysville to encourage longer stays.



Catering for key socially aware and older couple markets.

Priority Projects AME1: Marysville Spa and Wellness

AME2: Great Victorian Rail Trail Expansion and Product Development

AME3: Lake Eildon Waterfront Development Opportunities

Alexandra / Eildon

Eildon

Defining New Touring Routes and Linkages

Strategic Development Opportunities

 

Offers a health and wellness product offer, focussed on relaxation and wellbeing;



Is open to the public, family oriented and affordable;



Has ancillary resort type/self-contained accommodation; and



Provides on-site food/dining and commercial opportunities.

Expansion of the rail trail to incorporate an Alexandra-Eildon link (in conjunction with a Seymour-Tallarook link). Investigate further private sector opportunities which can leverage from the trail, such as accommodation and food/dining options.

The development of a major resort at Mt Pinniger on Goulburn Murray Water land including a conference and resort development, high quality visitor accommodation and business/conferencing facilities. Investigate the potential to deliver waterfront development opportunities on Lake Eildon in locations such as Jerusalem Creek Marina and Lake Eildon Marina. Commercial opportunities include accommodation and waterfront dining.

Tier 2 Projects AME4: Marysville Brewery

Marysville

Strategic Development Opportunities

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

Support the development of a brewery/micro-brewery in Marysville, including food and dining facilities. A site has been located and planning permit issued for this facility.

Project

Location

Theme

Project Description

Strategic Rationale

AME5: Access and Infrastructure on Lake Eildon

Eildon

Accessing Water and Nature Based Assets

Provide improved access and infrastructure on Lake Eildon, including boat ramps, access infrastructure and swimming access.



Providing opportunities to better access water based activities.



Identifying areas for improvement in the water based infrastructure.



Unlocking flow on commercial opportunities.

Accessing Water and Nature Based Assets

Supporting commercial enterprise and tour operators to provide water-based activities (watersports, boating, and fishing) on Lake Eildon (which will be supported by Project AME5).



Providing organised activities that generate yield and encourage visitation to Eildon.



Supporting the existing nature based offer in Eildon.

Accessing Water and Nature Based Assets

Investigate tourism operator opportunities resulting from changes to the Eildon Houseboat Industry Association and changes to houseboat size restrictions.



Diversifying the accommodation offer and provide unique opportunities for visitors.



Seeking to promote organised commercial operations that will consolidate and better promote the houseboat offer.



Capitalising on potential changes to the houseboat association.



Addressing the inverted and incoherent configuration of the town.



Providing improvements to the navigation and visual appearance of the town.



Encouraging visitors to increase their length of stay in the town and attracting new investment.

Provide Eco-Lodge accommodation at Lake Mountain to cater for year round visitation and to support green season activities such as cycling, mountain biking and bushwalking.



Supports winter and summer visitation.



Diversifies the accommodation offer and attracts key markets.

Market Alexandra as a key destination on the Great Victorian Rail Trail.



Capitalising on Alexandra’s location as a strategic town on the rail trail.



Developing Alexandra’s current positioning and marketing.



Encouraging longer stays and increased visitation.

Promote Marysville as a hub for adventure sports events, building on existing events such as the Marysville Marathon, the Maysville/Lake Mountain Challenge and the Warrior Challenge.



Building on existing adventure sports strengths in the sub-region.



Raising awareness of the region and its product offer.



Targeting key markets.

Develop the night time economy in Marysville to support overnight visitation and longer stays. In particular, seek to provide:



Meeting identified gaps in the food and dining offer.



Encouraging increased length of stay and overnight visitation.

AME6: Commercial Operations on Lake Eildon

AME7: Lake Eildon Commercial Houseboat Opportunities

Eildon

Organised leasing operations could be investigated, similar to Daylesford Getaways. AME8: Eildon Streetscape Improvements

Eildon

AME9: Eco-Lodge Accommodation at Lake Mountain

Lake Mountain

AME10: Market Alexandra as a Key Town on the Great Victorian Rail Trail

Alexandra

AME11: Promote Marysville as a Hub for Adventure Sports/Events

Marysville

AME12: Develop the Marysville Night-time Economy

AME13: Develop Alexandra as a Major Hub for Events

Marysville

Alexandra

Place Making

Accommodation

Destination Positioning

Food and Dining

Supporting Events

Seek to improve Eildon’s streetscape by addressing township reconfiguration, streetscape improvements, public realm and key gateways.



A high quality contemporary dining establishment; and



Supporting emerging and existing tourism product.



A family focused pub/hotel.



Diversifying the food and dining offer and catering for a wide range of target markets; including families and socially aware.



Building on existing infrastructure and strength in events.



Capitalising on location and role of the service hub of the region.

Build on existing events and investigate the feasibility of Alexandra becoming a hub for major events in Murrindindi Shire

GOULBURN RIVER VALLEY TOURISM

APRIL 2014

Project

Location

Theme

Project Description

Strategic Rationale

AME14: Alexandra Timber Tramway and Museum

Alexandra

Strategic Development Opportunities

Support the development and implementation of a Master Plan for the Alexandra Railway Precinct (and Rubicon Historic Area).



Providing a new and unique cultural tourism product in the region.



Ensuring access to key nature based assets.



Increase visitation to Alexandra and Eildon.

Accommodation

Support the promotion of horse friendly accommodation establishments in Alexandra to cater for rail trail visitation and usage by adult horse riders.



Servicing the rail trail as a major horse trail.



Supporting the equine strengths of the region.

Key elements of this project include:



Providing opportunities to better access water and state forest based activities.



Supporting new tourism products and experiences by providing new opportunities.



Better utilising prime riverfront locations.

AME15: ‘Horse Friendly’ Accommodation

Alexandra

AME16: Development of Ecofriendly Accommodation and Activity Venue on the Goulburn River.

Eildon

Strategic Development Opportunity



Development of self-contained eco-friendly accommodation buildings adjacent to the Goulburn River (approx. 100+ beds)



Development of a swing bridge over the Goulburn River linking to eco-friendly accommodation and Blue Gums Caravan Park to Snobs Creek Winery.



Development of walking and cycling tracks and trails along either side of the Goulburn River, linking Eildon, areas of State Forest and Recreation Reserves.



Installation of recreation activities for school and public groups.

Tier 3 Projects AME17: Development of the Marysville Retail Core.

Marysville

AME18: Development of Tracks and Trails infrastructure in Marysville

Marysville

AME19: B&B and Self Contained Accommodation Opportunities in Marysville

Marysville

AME20: B&B and Self Contained Accommodation Opportunities in Alexandra

Marysville

AME21: Multi Use Accommodation Establishment in Yarck

Yarck

AME22: Local Produce, Cellar Door or Artisans Store in Yarck

Yarck

Destination Positioning

Support the continued expansion of the retail core in Marysville, including boutique arts & crafts and food & beverage.



Recovering assets to pre-bush fire levels.



Providing a critical mass of retail product to encourage stopovers and support tourism experiences.

Accessing Water and Nature Based Assets

Support the continued development of tracks and trails at major nature based assets as part of the bush fire recovery.



Recovering assets to pre-bush fire levels.



Ensuring access to key nature based assets.

Accommodation

Investigate opportunities for new B&B and/or self-contained accommodation in Marysville.



Diversifying the accommodation product and meeting existing gaps in the offer.



Supporting recovery of accommodation stock to pre-bushfire levels.



Providing the product to meet demand for new tourism product in the area.



Diversifying the accommodation product and meeting existing gaps in the offer.



Providing the product to meet demand for new tourism product in the area.

Provide a multi use accommodation establishment in Yarck to cater for rail trail visitors, itinerant workers, backpackers and families.



Diversifying the accommodation product and meeting existing gaps in the offer.



Supporting increased rail trail visitation and capturing rail trail users.

Provide a Boutique Café or Artisans Store in Yarck to cater for stopover visitation.



Providing high quality product to cater for stopover visitation.



Drawing on the food and wine producing strengths of the region.

Accommodation

Food and Dining

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

Investigate opportunities for new self contained accommodation in Alexandra to capitalise on the rail trail offer.

Â 7 . 7. NAGA MB IE AND SURRO UNDS

Another area of importance is the continued development of the high quality food and wine product, by developing ancillary tourism offers, such as the Goulburn Explorer, and providing a high quality supporting accommodation product. The Nagambie bypass and proposed streetscape revitalisation will also provide the catalyst for new commercial business and enterprise in Nagambie, which will drive the growth of Nagambie as an attractive and desirable holiday destination. A major underutilised strength of the GRV region is its equine assets. Engagement with the equine sector, to explore the potential for equine related product and experiences is an opportunity for both Nagambie and the GRV region as a whole. Seeking to combine tours with the food and wine offer could cater for high yield target markets in the region if the thoroughbred sector can be fully engaged at a regional level. Other opportunities, such as a major horse themed event in the region, could be an effective way to raise the profile of

Nagambie is accessed from Melbourne via the Hume Freeway and Goulburn Valley Freeway in approximately 1.25 hours. The product experience in Nagambie is defined by Lake Nagambie and the associated Nagambie Waterways. Water based recreational experiences are central to the product profile of Nagambie, including sailing/boating,

the industry and increase engagement. Table 9 provides a summary of the key opportunities identified for the Nagambie and Surrounds sub-region.

swimming, rowing, fishing and water skiing on Lake Nagambie, which also hosts national rowing and canoeing events. The Nagambie Waterways are also host to a variety of bird life, native plants and animals. The area surrounding Nagambie is also well known for its high quality wineries and dining options, with two renowned wineries at Tahbilk and Mitchelton. Food and wine experiences at Tahbilk and Mitchelton are enhanced by unique nature based experiences including access to surrounding wetlands/wildlife. The equine thoroughbred industry is also a major asset to the region, with a number of internationally renowned studs operating in Strathbogie Shire, such as the Swettenham Stud, which could have the ability to draw visitors from a wide range of target markets. A key opportunity in Nagambie is supporting access to and providing development opportunities on Lake Nagambie. Providing the infrastructure, accessibility and commercial development on the lake/waterways will stimulate increased water-based recreation and support the development of new tourism products and experiences. There is also a need to diversify and improve the quality of dining facilities in Nagambie.

GOULBURN RIVER VALLEY TOURISM

APRIL 2014

TABLE 9 NAGAMBIE AND SURROUNDS: PROJECT DESCRIPTION AND RATIONALE Project

Location

Theme

Project Description

Strategic Rationale

Nagambie

Accommodation / Strategic Development Opportunities

Deliver high quality accommodation to support the existing product, including:



Increase awareness of Nagambie as a food and wine destination that can cater for socially aware and high yield travellers.

Priority Project N1: Nagambie Region High Quality Accommodation



A 4 star+ hotel or resort establishment of high end/luxury quality, that provides a product to cater for high yielding visitors;



Increase the potential for business visitation, conference and events visitation.



Support the food and wine offer and allow regional wineries to grow.



In-built conferencing facilities to cater for business travellers, conferences, weddings and major events; and



Diversify the accommodation offer and provide quality and choice.



Meet high yield and socially aware markets.



Better utilising prime waterfront locations.



Diversifying and improving the quality of the accommodation / food and drink offer.



Providing accommodation opportunities that would match to a major gap in the region.



Providing opportunities to better access water based activities.



Identifying areas for improvement in the water based infrastructure.



Improving accessibility and waterside product.



Unlocking flow on commercial opportunities.



Providing organised activities that generate yield and encourage visitation to Lake Nagambie.



Supporting the existing nature based offer in Nagambie.



A location in an attractive setting, possibly attached to, or in proximity to, an existing regional winery.

Tier 2 Projects N2: Commercial Development Opportunities on Lake Nagambie

N3: Access and Infrastructure on the Nagambie Waterways

N4: Commercial Water-Based Activities on Lake Nagambie

Nagambie

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

Strategic Development Opportunities

Accessing Water and Nature Based Assets

Understanding the feasibility and potential of providing waterfront development opportunities on the Nagambie Waterways. Opportunities could include: 

Accommodation – particularly the potential for eco-cabin accommodation along the Nagambie Waterways; and



Waterfront food and dining development.

Undertaking the investigative work and providing the infrastructure necessary to provide improved access to the Nagambie Waterways. Infrastructure could include: 

A Lakeside Boardwalk, adjacent to High Street, which connects to Buckley Park and includes boating facilities;



Waterway tracks and trails infrastructure;



Boat ramps and improved boating, canoe/kayak access; and



Swimming access.

Supporting commercial tour/boating enterprise opportunities on the Nagambie Waterways – such as water taxis, tourism vessels, passive recreation craft hire and other commercial boating opportunities. Investigate opportunities to capitalise on the implementation of Project N3.

Project

Location

Theme

Project Description

Strategic Rationale

N5:Nagambie Equine Museum

Nagambie

Equine / Strategic Development Opportunities

Investigating the feasibility of an equine themed museum or centre that can showcase the racing strengths of the region and the wealth of top class thoroughbreds that have been bred or at stud in the region. A feasibility study would frame the concept detail which could include:



Providing a unique product to raise the profile and awareness of the region’s equine offer.



Providing a platform from which to showcase the equine strengths and equine history of the region.



Providing opportunities for commercial tours and linkages with surrounding studs and wineries.

Investigate the potential to provide equine stud tours in the region by engaging with the equine industry. This product could include seasonal high yield tours to prominent equine studs in the region, which are linked to the region’s high yield accommodation, winery and food/drink establishments, and planned stallion parades by the studs.



Attracting niche and high yield visitor markets, such as international visitors, who are drawn by the international appeal of the product.



Providing a platform to engage with equine providers and understand whether an opportunity exists to provide an equine product.



Linking the offer with other regional strengths, such as wineries and local produce.

Investigate the implementation of a major annual equine themed event in Euroa and/or Nagambie, to coincide with the ‘Horses’ Birthday’ (August) or the commencement of the Melbourne Spring Carnival (October/November). The event could showcase the region’s strengths, primarily thoroughbred racing/breeding, but also in equestrian, show jumping and pony clubs.



Providing an event to raise the profile and awareness of the region’s equine offer.



Matching gaps in the events calendar.



Appealing to a wide range of target markets.

N6: Equine Stud Tours

N7: Equine Themed Event in Nagambie / Euroa

Nagambie Sub-Region

Nagambie / Euroa

Equine



Racing/thoroughbred artefacts, art and memorabilia;



Photography and visual media displays;



The history and heritage of equine development in the region;



Interactive displays and story-telling which showcases the wealth of thoroughbred talent in the region;



The potential for a tour operations hub which encompasses key equine, food and wine product in the region; and



Commercial operations such as a themed café.

The event or festival could be a two day celebration that takes in the major equestrian service centres of Euroa and/or Nagambie N8: Nagambie Streetscape and Connectivity Project

Nagambie

Place Making



Providing a more attractive visitor destination and stopover location.



Supporting the funding and redevelopment of the Nagambie streetscape (Main Street); and



Improving perceptions of the town and encouraging visitors to stay longer.



Improving connectivity between High Street and Regatta Centre in Nagambie.



Provides important connectivity between key assets.

Improve the streetscape and connectivity of Nagambie by:

GOULBURN RIVER VALLEY TOURISM

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Project

Location

Theme

Project Description

Strategic Rationale

N9: The Development of Mangalore Airport

Mangalore

Infrastructure

Mangalore Airport is a centrally located airport in the region that has significant potential for expansion and growth. The major opportunities for the airport lie not in its tourism potential, but in its potential for growth as a freight hub for local product from across the GRV region. However, in terms of the airports tourism potential, the undertaking of infrastructure works to deliver its expansion should be supported, which would:



Improve overseas awareness of the region and have a flow-on impact on local accommodation establishments and the economy.



Providing a capacity for new regional events.



The ability for high yield, private aircraft to visit and spend time in the region.

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN



Provide opportunities to expand the current pilot training operations for overseas pilots;



Potentially provide events opportunities, similar to other regional airports, such as the Avalon Air Show; and



Support the expansion of airport capacity to increase the ability to accommodate private aircrafts.

7 . 8. E UROA AND T HE ST RA THBOG IE RANGES A major opportunity in Euroa is the development of Seven Creeks Park as a visitor destination, which has the potential to provide formal visitor information services and commercial opportunities, as well as nature based infrastructure. Another key opportunity is the improvement and development of Euroa’s streetscape and heritage assets. Euroa’s underutilised heritage buildings and streetscape could, if developed, offer an opportunity to deliver new product, improve perceptions and improve general amenity in the town. Improving amenity, including signage and wayfinding in the township, would attract new business, investment and product opportunities. In addition, improving the supporting product in Euroa, such as quality evening dining, would raise the profile of the offer and Euroa and Violet Town are accessed from Melbourne via the Hume Freeway, and are approximately a 1.5 hour drive from Melbourne. The Strathbogie Ranges however, has much lower grade roads when accessing townships such as Strathbogie and Ruffy.

encourage an increase in overnight stays. This would build on existing assets and events, such as the Euroa Show and Shine. Euroa and the Strathbogie Ranges, alongside the Nagambie and Seymour sub-regions, is

Euroa and the Strathbogie Ranges have a wealth of heritage assets. The Ned Kelly Heritage Trail traverses key historical buildings in Euroa and Avenel, where visitors can learn about the region’s links to the Kelly family. Euroa also has a number of high quality heritage buildings, which have the potential to be restored and utilised for tourism purposes,

also a major centre for the thoroughbred horse breeding and stud operations. The region has the potential to better capitalise on this offer through the provision of events and tour packages. The Strathbogie Ranges has an opportunity to capitalise on its strengths in local produce

as well as the soon to be installed Honouring Our Heroes statues. The towns of Longwood,

and cycling. These products could be supported by farm stay or boutique accommodation

Ruffy, Violet Town and Strathbogie also offer a country experience with heritage

opportunities to cater for socially aware weekend break markets.

architecture.

There is also an opportunity to continue to develop villages such as Strathbogie, Violet

The Strathbogie Ranges is emerging as a well-recognised food and wine region,

Town and Ruffy as the GRV region’s emerging art and culture / boutique villages; building

particularly through Fowles Wine which has a well-developed cellar door and restaurant, in

on the emerging strengths, such as the Altitude Arts Festival, Violet Town Market and Ruffy

Avenel. There are also a number of other smaller wineries in the region which produce

Art Show.

high quality wines and grapes grown to make sparkling wine. In addition, the Violet Town Community Market is one of the largest markets in North East Victoria, regularly attracting from 2,000-4,000 people.

Table 10 provides a summary of the key opportunities identified for the Euroa and Strathbogie region.

Euroa and the Strathbogie Ranges contain a number of nature based assets including the Mount Wombat Flora and Fauna Reserve, Polly McQuinns and Gooram Falls.

The

Strathbogie Ranges has a number of cycling routes and the potential for attracting an increased volume of cycling tourism.

GOULBURN RIVER VALLEY TOURISM

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TABLE 10 EUROA AND THE STRATHBOGIE RANGES: PROJECT DESCRIPTION AND RATIONALE Project

Location

Theme

Project Description

Strategic Rationale

Euroa

Strategic Development Opportunities

The key elements of this project could include:



Introducing a new product to the region.



Providing a catalyst for attracting new visitation and investment;



Leveraging off existing visitation and growing length of stay.



Capitalising on the rich heritage of Euroa.



Supporting new tourism products and experiences by providing new opportunities.



Understanding the heritage assets and the opportunities they present.



Integrating with existing product, such as the Heritage Walk.

Support existing arts and cultural events such as the Altitude Arts Festival and investigate the potential for new event(s) across Euroa and the Strathbogie Ranges.



Supporting the developing arts scene, particularly in the Strathbogie Ranges.



Potentially matching gaps in the events offer.

Promoting Strathbogie, Ruffy and Violet Town as ‘boutique villages’ in the GRV.



Supporting local creativity and positioning boutique villages across the GRV.

Identify the infrastructure requirements for the improvement of cycling routes over the Strathbogie Ranges and Tablelands, such as the sealing of key roads.



Provide a safer environment for cyclists.



Providing better access to a unique cycling geography that has the ability to cater for different types/levels of cyclists.



Encouraging increased cycling visitation and the attraction of major events.

Priority Projects E1: Euroa Seven Creeks Park Precinct



A tourist café and formal accredited VIC on Seven Creeks Park, adjacent to Kirkland Avenue, providing attractive facilities in a natural setting that encourage an increased volume of passing visitation to stop in Euroa;



The development of walking tracks and trails along Seven Creeks that link into key assets in the town, such as the Memorial Oval and surrounding mountain bike trails;



Self-contained accommodation within the parkland;



Sculpture tour throughout the parkland;



Improved toilet stopover;



RV dump point.

Tier 2 Projects E2: Reactivation of Euroa’s Heritage Buildings

E3: Promoting Arts and Culture in the Strathbogie Ranges & Euroa

E4: Providing Cycling Infrastructure in the Strathbogie Ranges

Euroa

Strathbogie Ranges Area

Strathbogie Ranges Tablelands

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

Strategic Development Opportunities / Place Making

Destination Positioning

Accessing Water and Nature Based Assets

Investigating opportunities to reactivate and bring into use Euroa’s wealth of heritage buildings and assets. Key elements of the project could include: 

Undertaking an audit of existing heritage buildings in Euroa to identify opportunities and to attract investment.



Investing in and reactivating heritage buildings for visitor purposes or to provide supporting product; and



Undertaking an assessment of the existing Euroa Heritage Walk and better promoting, interpreting and linking the trail with reactivated heritage assets.

Project

Location

Theme

Project Description

Strategic Rationale

E5: Equine Themed Event in Nagambie / Euroa

Nagambie / Euroa

Equine



Providing an event to raise the profile and awareness of the region’s equine offer.



Matching gaps in the events calendar.



Appealing to a wide range of target markets.

Investigate funding options to improve/enhance the Avenel streetscape, including public realm, signage/wayfinding, the use of building facades and open/public spaces.



Providing a more attractive visitor destination and stopover location.



Improving perceptions of the town and encourages visitors to stay longer.

Investigate funding options to improve/enhance the Strathbogie streetscape, including public realm, signage/wayfinding, the use of building facades and open/public spaces.



Providing a more attractive visitor destination and stopover location.



Improving perceptions of the town and encourage visitors to stay longer.

Destination Positioning

Install the necessary infrastructure to develop Euroa with RV friendly facilities, including an RV dump point and appropriate parking provisions. Funding for a dump point in Euroa has been allocated and the project is awaiting implementation.



Supporting and attracting a key target market.



Providing the facilities to attract and increase stopover visitation.

Food and Dining

Support farm gate and local produce businesses, both on farms and in townships across the Strathbogie Ranges, such as niche olive growing businesses.



Strengthening the farm gate and local produce offer.



Consolidating the tourism product and providing commercial opportunities.

Support business development and commercial (retail) opportunities which will increase yield and visitation to the region’s farm gate operations.



Capitalising on local agricultural assets.

Support farm gate accommodation opportunities across the Strathbogie Ranges, to provide self-contained and farm gate accommodation options.



Diversifying the accommodation product and meeting existing gaps in the offer.



Linking with the agricultural strengths in the sub-region.



Providing a farm based experience for visitors.



Addressing the lack of night time options currently on offer.



Diversifying the food and dining product offer.



Encouraging longer/overnight stays and supporting the development of new tourism product.



Providing a product to cater for stopover visitation.



Improving food and dining capacity and aligning with product strengths.

The event or festival could be a two day celebration that takes in the major equestrian service centres of Euroa and/or Nagambie Tier 3 Projects E6: Avenel Public Realm and Streetscape Improvement

Avenel

E7: Strathbogie Streetscape Improvement

Strathbogie

E8: Develop Euroa with RV Friendly Facilities

Euroa

E9: Investigate Farm Gate Produce Opportunities in the Strathbogie Ranges

Strathbogie Ranges Area

E10: Investigate Farm Stay Accommodation Opportunities in the Strathbogie Ranges

E11: Night-time Dining options in Euroa

E12: Food, Beverage retail outlet in Avenel

Strathbogie Ranges Area

Euroa

Avenel

Place Making

Accommodation

Food and Dining

Seek to attract and provide a quality night time dining establishment in Euroa, to cater for overnight visitation.

Provide a food and beverage outlet (possibly Ned Kelly Themed) in Avenel to cater for stopover visitation.

GOULBURN RIVER VALLEY TOURISM

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Project

Location

Theme

Project Description

Strategic Rationale

E13: Self-Contained Accommodation in Euroa

Euroa

Accommodation

Provide a new B&B and/or self-contained accommodation in Euroa and seek to reinvest in existing motel accommodation to lift the quality of the offer.



Diversifying the accommodation product and meeting existing gaps in the offer.



Supporting new product and events, and encourage overnight visitation.

Provide a new motel in Avenel to increase capacity and support the accommodation offer in the sub-region.



Diversifying the accommodation product and meeting existing gaps in the offer.



Addressing a capacity need in Avenel.



Supporting high quality tourism product in Avenel, such as Fowles Wine.

E14: Motel Accommodation in Avenel

Avenel

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

Accommodation

7 . 9. SHEPPARTON AND SURROUNDS

key nature based assets include Lake Bartlett and Cussen Park Wetlands in Tatura, the Lower Goulburn National Park / Reedy Swamp and Gemmills Swamp in Mooroopna. History and heritage is a key strength of the region, with visitor attractions including the Tatura Irrigation and Wartime Camps Museum, Shepparton Heritage Centre Museum, Shepparton Motor Museum and Mooroopna Medical Museum. With a reputation as the key food producing district of the region (with food processing plants including SPC Ardmona, Campbell’s, IXL and Bonlac), visitors can experience what the region has to offer through the food, wine & farm gate touring route. Also, cellar door experiences in the region include Monichino Wines, the Longleat Estate in Murchison and Tallis Wine in Dookie. The scale and breadth of opportunities in the region reflect its significant role and seek to

The recent Nagambie bypass has led to high quality dual highway access to Shepparton from Melbourne, shortening the journey to around two hours. Shepparton is the primary service centre of the GRV region and is an economic driver that attracts over 30% of overall

build on existing assets; reflecting the requirements of core target markets, including touring visitors, older couples, business markets and families; whilst seeking to continue to grow new high yielding markets such as the socially aware/weekend break sector.

visitation. It provides a variety of core product experiences including Arts and Culture,

A standalone Shepparton Art Museum is a project that would be significant in both the

history and heritage, dining, shopping, business and conferencing, equine, golf and

region and across Victoria; and would have the capacity and scope to house a regionally

sporting events. The region is also known as the ‘food bowl of Australia’.

significant indigenous arts collection.

Shepparton is a family friendly destination and provides a range of experiences to cater for

Other key opportunities are based around unlocking the potential of the Goulburn River and

this market, such as the SPC Ardmona KidsTown Adventure Playground. The Victoria Park

the region’s nature based assets, in order to diversify the product and experience offer.

Lake precinct also provides key recreational experiences along with the Aquamoves

Projects aligning with this would also provide visitor product and experiences in a riverside

aquatic complex and S-Cape Skate Park. The Emerald Bank Adventure Park is also a

setting, such as dedicated riverside accommodation; and would shape how visitors interact

family friendly experience which offers a number of activities including a miniature railway.

with the Goulburn River.

Shepparton has a strong arts and cultural scene. The Shepparton Art Museum is an iconic

Improving amenity and product in Shepparton CBD, which is a major regional shopping

experience for visitors, with one of the leading collections of Australian ceramics. The

hub, is also important to the region and could be lifted by projects such as the Shepparton

region is also the indigenous heart of the Goulburn River Valley, with key attractions

CBD revitalisation project and the provision of new accommodation, particularly a high

including the Bangarang Cultural Centre and Gallery Kaiela. The multicultural community

quality internationally branded product, which will cater for high end business and VFR

in Shepparton can also be capitalised upon further, with Shepparton providing a wide

markets.

diversity of food product from many cultures.

Shepparton is also a major sporting and events hub and it will be important to support and

Nature based assets are also important to the region, with the Goulburn River providing a

implement improvement to sports and events infrastructure, such as the Shepparton

key recreational facility in which visitors undertake fishing, boating and other water based

Showgrounds redevelopment and the development of the Shepparton Sport Precinct.

activities. These can also be experienced on the Broken River and Waranga Basin. Other

Developing this infrastructure will allow Shepparton to continue to develop as a premier regional destination for sporting, business and other events. GOULBURN RIVER VALLEY TOURISM

APRIL 2014

Train services to Shepparton do not adequately meet visitor needs.

A greater effort is

required to provide a train schedule that allows for visitors to arrive in the morning, experience a full day in Shepparton and commute back to Melbourne. Alternatively Friday night trains that leave Melbourne and return Sunday afternoon would accommodate weekend escapes to the Shepparton region. In Tatura and Murchison, the war camps have the potential to provide a regionally significant product linked to other military heritage assets across the GRV region. The physical remains of the war camps could offer lease or purchase opportunities where a tangible war camp park or product could be developed. Tatura also has an opportunity to provide an increased accommodation supply that caters for a growth in events and overspill business and events visitation in Shepparton. Murchison and Dookie have the potential to be promoted as GRV ‘boutique towns’ and which provide attractive destinations in a countryside setting. There is an opportunity to provide an improved dining and accommodation product in these townships to support their development. In Murchison, Days Mill offer a significant heritage asset which could be developed to provide a unique and iconic tourism product. Dookie has an emerging arts scene which can be developed as niche arts village to support the regional arts and culture offer. Table 11 provides a summary of the key opportunities identified for the Shepparton and Surrounds region.

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

TABLE 11 SHEPPARTON AND SURROUNDS: PROJECT DESCRIPTION AND RATIONALE Project

Location

Theme

Project Description

Strategic Rationale

Shepparton

Strategic Development Opportunities

Support the development of a standalone Shepparton Art Museum that is of the scale and quality to accommodate regionally significant collections. Key elements of the project include:



Assisting in developing Shepparton into a significant cultural tourism destination in Victoria.



Providing the capacity and security for Shepparton to accommodate major bequests and donations.

Priority Projects SH1: Stand Alone Shepparton Art Museum

SH2: Riverfront Development Opportunities, Shepparton

Shepparton

Strategic Development Opportunities



Stand-alone SAM with a significant increase in floorspace;



A new space within which to showcase aboriginal art; such as the Carrillo Gantner collection;



Attracting key target markets, such as the socially/culturally aware and international visitor markets.



A platform to showcase further local/regional collections; and



Expanded, secure storage space.

Significantly improving awareness and perceptions of Shepparton as a visitor destination.



Releasing a number of major product development opportunities along the Goulburn River.



Providing commercial and non-commercial water based experiences.



Aligning with the key objectives of the City of Greater Shepparton.



Continuing to support visitation from key target markets, such as families.



Increasing awareness of Shepparton as a destination and improving perceptions through the delivery of a major brand in a regional area.

A minimum of 100 rooms;



Increasing the potential for business visitation.

In-built conferencing facilities; and



Supporting major events in the region.

A location in close proximity to the CBD core and preferably in a location that can capitalise on vantage points of the River.



Diversifying the accommodation offer and providing quality and choice.

Undertaking investigative work and providing the infrastructure necessary to provide improved access to the Goulburn River, unlocking opportunities to: 

SH3: Shepparton Branded Accommodation

Shepparton

Strategic Development Opportunities



Offer better waterfront experiences, rest area, trail and tracks that encapsulate the riverfront experience; and



Release commercial waterfront opportunities, including food and dining experiences, and waterfront accommodation.

Provide a 4 star+ hotel establishment of international quality in Shepparton with:   

Deliver organised commercial water based activities, including boating, kayaking, canoeing and fishing;

GOULBURN RIVER VALLEY TOURISM

APRIL 2014

Project

Location

Theme

Project Description

Strategic Rationale

Tatura & Murchison

Strategic Development Opportunities

Investigate product development opportunities at the Tatura and Murchison War Camps and the Tatura War Camps Museum. Opportunities include:



Develop the war camps into an attraction which would garner international recognition.



Providing a lasting memorial to war camp internees.



The restoration of war camp structures/features on land in Murchison, Tatura and Waranga Basin;



Provide a product that links the military strengths of the region and supports opportunities to develop a military trail in the GRV region.



A potential War Camp Memorial and Park;



Investigation of redevelopment or extension options for the War Camps Museum in Tatura, in order to fully display and store the vast war memorabilia collection;

Providing a museum and storage facility that support the development of the war camps and which can adequately display and store key artefacts.



Collaboration with Cowra war camps;



The provision of organised tours from the War Camps Museum.

Tier 2 Projects SH4: Tatura & Murchison War Camps and War Museum Development

SH5: Shepparton VIC and Interpretive Centre

Shepparton

Strategic Development Opportunities

Investigate opportunities to provide a new VIC and Interpretive Centre in Shepparton.



Providing visitor information facilities and interpretation that match Shepparton’s role as a premier visitor destination in the region.

SH6: Days Mill, Murchison

Murchison

Strategic Development Opportunities

Investigate opportunities to support the redevelopment of Days Mill for tourism purposes. Opportunities could include:



Bringing into use a significant heritage asset that is currently not in use.



A working farm or agri-business with a tourism focus; and/or



Accommodation and commercial business enterprise.

Opportunity to provide an iconic attraction that would have regional recognition, similar to the Corowa Chocolate Factory.



Catalyst impact on the development of Murchison.

Seek to attract commercial operations on the Goulburn River and Victoria Park Lake, including:



Providing a critical mass of activities to encourage longer stays and repeat visitation.



Non-motorised water sports (sailing, canoeing, kayaking, general boating);



Supporting development aspirations connected to the Goulburn River and Victoria Park Lake Precinct.



Other activities, including fishing and tours.



Creating increased yield from natural assets.



Provides a critical amenity upgrade in the CBD.



Support the large regional shopping market.



Improves perceptions of Shepparton and supports increased visitation and investment in the CBD precinct.

SH7: Commercial Operations on Victoria Park Lake and the Goulburn River

SH8: Shepparton CBD Revitalisation Project

Shepparton

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

Accessing Water and Nature Based Assets

Place Making

Support the Shepparton CBD revitalisation project which seeks to upgrade the CBD in three major stages, at Vaughan Street, Maude Street and the Bus Interchange; delivering enhanced pedestrian access, amenity and connectivity. The project is underway and is being co-funded by the City of Greater Shepparton, Lascorp and Regional Development Victoria.

Project

Location

Theme

Project Description

Strategic Rationale

SH9: Shepparton Events Program

Shepparton

Supporting Events

Investigate the need, capacity and potential for new events in to be added to Shepparton’s events program. Opportunities that should be explored include:



Building on Shepparton’s role as a major events hub.



Filling gaps in the events calendar which match with Shepparton’s product strengths.



A multicultural event/festival, which celebrates the unique multicultural population in Shepparton;



Providing a diverse events program that matches with target markets.



A new arts/culture event that capitalises on Shepparton’s role as a major art and cultural destination and supports the aspirations of SAM;



An indigenous event which capitalises on Shepparton’s position as the indigenous heart of the region;



Food and produce event, capitalising on the food production and agricultural strengths of the region; and



Medical training/conference event which builds on Shepparton’s major regional role in education and medical training. 

Investigating opportunities to provide an indigenous bush food garden along the Goulburn River Parkland, with a contemporary design, such as Cranbourne Botanic Parklands;

Supporting the indigenous product and the indigenous strengths of the region.



Adding to the retail and market offer in Shepparton.



Supporting daytrip and cultural visitation.



Investigating the feasibility of a regular indigenous market in Shepparton; and



Creating activity and opportunity on the Goulburn River.



Providing a regular Indigenous event in Shepparton. 

Enhancing events capacity and capabilities.



Allowing the growth of the Shepparton show and other major events.



Supporting the strategic priorities of the City of Greater Shepparton.

SH10: Indigenous Product and Events Development for Shepparton

SH11: Shepparton Showground’s Completion

SH12: Sports Precinct Development & Continued Promotion of Shepparton as a Premier Sporting Destination

SH13: Eco-Lodge Accommodation on the Goulburn River

SH14: Tatura Park Expansion

Shepparton

Tatura

Destination Positioning Opportunities

Develop Shepparton’s Indigenous product, including: 

Strategic Development Opportunities

Support the completion of the redevelopment of Shepparton Showgrounds, supporting its role as a first class area of public open space and site for the future growth of the Shepparton show.

Strategic Development Opportunities

Support the Shepparton Sports Precinct development. The project has successfully secured $7m in RDAF 4 funding and, along with Council contributions, will constitute a $13m project that will deliver sports pitches, infrastructure and supporting facilities.



Building on existing sports infrastructure and reputation for sports events.



Offering the ability to capture new events and market Shepparton as a premier sporting destination in Regional Victoria.

Alongside this project, Council should continue to promote Shepparton to the sporting events market and seek to attract major events or visiting teams for major events (such as the 2015 Asian Cup).



Major development that will deliver world class sports facilities.



Embedded in policy and a major strategic priority for Council which has received significant grant funding.

Investigate the potential for eco-tourism accommodation opportunities along the Goulburn River, such as eco-lodge or cabin accommodation.



Diversifying the accommodation product and meeting existing gaps in the offer.



Supporting Goulburn River development opportunities.



Aligning with projects which are seeking to unlock the Goulburn River.



Building on existing infrastructure and success.



Supporting the events capacity of the region.

Accommodation

Strategic Development Opportunities

Build on the existing success of Tatura Park and support future expansion needs/requirements.

GOULBURN RIVER VALLEY TOURISM

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Project

Location

Theme

Project Description

Strategic Rationale

SH15: Low Cost Group Accommodation Facility, Shepparton

Shepparton

Accommodation

Provide a low cost group accommodation establishment, preferably branded, to cater for the family market, groups, backpacker market in the region.



Encouraging travellers to stay longer in the region.

SH16: Goulburn Valley Equine Precinct

Shepparton

Equine

Investigate options for the redevelopment of the Goulburn Valley Equine and Greyhound Precinct to position Shepparton and the Goulburn River Valley as a premier destination for racing, breeding and equine education.



Creating a premier equine attraction in the north of the region.



Supporting racing events.

SH17: The Shepparton Bypass

Shepparton

The Goulburn Valley Highway passes through the CBD in Shepparton, creating significant congestion and impacting on amenity in Shepparton. A bypass is proposed to relieve these issues and improve travel times to the north of the state.



The bypass has the potential to significantly improve the amenity in Shepparton and Mooroopna, by improving safety, reducing congestion, improving cross-CBD accessibility and supporting a pedestrian friendly environment.

Shepparton Aerodrome is currently a twin runway aerodrome that caters for light aircraft, pilot training and charter flights. The City of Greater Shepparton and the aerodrome have aspirations to relocate or redevelop the airport. This could increase the potential for training, private charter and events activities.



Improve overseas awareness of the region and have a flow-on impact on local accommodation establishments and the economy.



Providing a capacity for new regional events.



The ability for high yield, private aircraft to visit and spend time in the region.

Support the Shepparton Food Hub Project, which will be a multifunctional site for growing food, teaching about fresh food production, local food trading and nutrition as well as generating tourism for the site and region.



Providing a capacity for new regional events.



Delivering a new product in Shepparton / Mooroopna.



Linking with the food strengths of the region.

Strategic Development Opportunities

Continued planning and development of the Australian Botanic Gardens in Shepparton.



Providing high quality visitor product.



Developing existing assets.

Accommodation

Provide high quality motel accommodation to cater for the events / overspill market.



Diversifying the accommodation product and meeting existing gaps in the offer.



Catering for any overspill from Shepparton during major events.



Diversifying the accommodation product and meeting existing gaps in the offer.



Supporting visitation to the GRV region’s boutique towns.



Supporting the emerging Dookie Arts Scene



Diversifying the accommodation product and meeting existing gaps in the offer.



Supporting visitation to the GRV region’s boutique towns.

Infrastructure

It is important that the project is supported during the programming and implementation phases, in order to ensure that the initiative gains traction and is efficiently brought towards the implementation phase. SH18: Shepparton Aerodrome Relocation or Redevelopment

SH19: Shepparton Food Hub Project

SH20: Australian Botanic Gardens Development

Shepparton

Infrastructure

Tier 3 Projects SH21: Quality Motel Accommodation in Tatura

SH22: Boutique B&B Accommodation in Dookie

SH23: Boutique B&B Accommodation in Murchison

Tatura

Dookie

Murchison

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

Accommodation

Provide a boutique B&B establishment in Dookie.

Provide a small scale motel and a boutique B&B establishment in Murchison.

Project

Location

Theme

Project Description

Strategic Rationale

SH24: Reinvest in Existing Motel Accommodation

Shepparton

Accommodation

Support reinvestment in existing motel accommodation in Shepparton in order to increase the quality of existing stock.



Diversifying the accommodation product and meeting existing gaps in the offer.



Improving quality and the existing offer.



Strengthening the farm gate and local produce offer.



Consolidating the tourism product.



Capitalising on local niche agricultural assets.

SH25: Investigate Farm Gate Opportunities (Accommodation, Produce, Retail)

Shepparton

Food and Dining Accommodation

Support farm gate and local produce businesses, both on farms and in townships across the Shepparton Region, providing: 

Accommodation opportunities; and



Retail / local product sales.

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S TRENGTHENING THE GRV R EGION

8 . 1. INTRODUCTION This section deals with elements of the Destination Management Plan that help to strengthen and better position the GRV region. Projects identified under each GRV subregion, earlier in this document, are focused predominantly on product and infrastructure; however in order to strengthen GRV as a region, there are a number of marketing,



Recognition for the region and increased public awareness, which is currently extremely low for the Goulburn River Valley.

Prioritising continued engagement with Tourism Victoria and the ongoing activities of GRVT will increase awareness of the region and ensure that it is considered during any restructure or review of Tourism Victoria’s campaign regions or strategy.

information, positioning and industry development initiatives that are required to progress

The Destination Management Plan should be presented to Tourism Victoria to highlight the

the GRV region over the next 5 to 10 years. This section also sets out the regional touring

regional opportunities and the dedication and support for the GRV region by Local

route/linkage projects that will assist in matching gaps in the current offer and linking

Government and industry.

regional product strengths.

8 . 2. A CHIE VING TO URISM VI CTO RI A RECO GN ITION

TABLE 12 ACHIEVING TOURISM VICTORIA RECOGNITION PROJECTS

In order for the GRV region to have a profile in existing tourism policy, strategy, online presence and literature; it is important that it is recognised as a distinct campaign region by Tourism Victoria. Being recognised by Tourism Victoria will add significant weight to GRVT as a tourism body and the GRV region as a destination. It will provide: 

Description

SGRV1: Achieving Tourism Victoria Recognition

Continue to lobby Tourism Victoria and the State Government for recognition as an independent tourism region.

A range of new funding and investment opportunities and allow GRVT to increase its current resources in order to manage tourism development in the region;



Project

Strategic marketing direction and promotion by Tourism Victoria’s Marketing Unit,

which provides an integrated way to promote regional and sub-destinations through a mix of brand, tactical, informational, public relations and trade activities; 

Business support activity, including grants, business advice and marketing;



International and domestic tourism research, including detailed data on visitation, target markets and economic indicators;



Strategic support and the delivery of regional strategic policy and strategy to guide the development of tourism in the region; and

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

8 . 3. A RE GIONA L APP ROA CH TO MARKETING ,



industry focussed content (i.e. information contained on Local Council websites or on

INFORMATION DISTRIBUTION & POSITIONING A priority recommendation for the region is to undertake a Regional Marketing Strategy that would seek to develop a coherent and consistent marketing message, both online and on

the GRVT website); 

the implementation of a coherent marketing strategy if the requisite funding and resources could be allocated, particularly with regard to digital marketing and information.



Constantly updating information to stimulate repeat online visitation;



Mobile phones and tablet optimisation of online content and websites;



A strong platform for online marketing which offers real-time bookings and packaging opportunities; and

A good comparable case study for a coherent digital strategy is the North East Regional Digital Platform, which provides a ground-breaking future focused digital collaboration between seventeen destinations and Tourism North East. The digital platform delivers



The focus for marketing should be promotion of the destinations within the Goulburn River

Regional control over online and physical marketing/branding content, preferably by GRVT, to ensure that the marketplace message is consistent.

destination tourism websites at lower cost through collaborative investment and consolidated content management systems.

Social media synergy and options for visitors to access the region through social media networks;

the ground, to project to the marketplace. GRVT, as the peak tourism body, would be ideally positioned to oversee and administer

Visitor targeted online content which is separated from local community / tourism

TABLE 13 REGIONAL APPROACH TO MARKETING, INFORMATION DISTRIBUTION AND POSITIONING PROJECTS

Valley region. The GRV DMP Background Issues and Opportunities Paper included an assessment of Google analytics, which highlighted very few searches for the Goulburn

Projects

Description

River Valley region. This data illustrated that there is very little awareness of the region in

SGRV2: Marketing Strategy Development

Update the regional marketing strategy to assess the current marketing position and to provide a focus on the region’s destinations.

SGRV3: GRVT Digital Platform

Develop and delivery of a new consolidated GRV wide digital platform, administered by GRVT.

the marketplace and that when the region is marketed and promoted, there would be much greater cut-through by promoting the specific sub-regions or destinations of the Goulburn River Valley. The GRVT website should be focused towards industry development rather than visitor information. Individual visitor websites focused on the sub regions of GRV could provide this information and would be more visible to and recognisable by the market.

As such, a coherent marketing strategy could provide standardised online content in the form of ‘destination websites’ which have rich content, social media integration and search engine optimisation for destinations or sub-regions across the Goulburn River Valley. This could provide: 

A coherent brand on the region’s websites and address existing issues with the accuracy, management and control of online content on websites operated by third parties;



Traveller-focused websites that highlight experiences, destinations, itineraries; GOULBURN RIVER VALLEY TOURISM

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8 . 4. I NDUS T RY DEVELOP MENT AND S UPPO RT

TABLE 14 INDUSTRY DEVELOPMENT AND SUPPORT PROJECTS

Bringing the industry under an umbrella of GRV has been a core focus of GRVT activities

Projects

Description

SGRV4: Industry Events

Continue to develop and deliver a program of events for industry to facilitate the sharing of ideas and information and capitalise on industry experience.

SGRV5: Business Factsheets

Provide quarterly business factsheets that deal with topical issues such as farm zone changes and trends in the tourism industry, in order to support tourism development opportunities.

SGRV6: Annual Business Survey

Undertake an annual health of tourism and industry performance survey.

since inception. Throughout the consultation process Urban Enterprise has witnessed far greater levels of industry interest in the organisation when compared to our preliminary ”Tourism Development Strategy” undertaken in 2009.

Regional industry networking

sessions, newsletters and other correspondence conducted has created stronger regional businesses that are much more aware of and aligned with the objectives of GRVT. It is critical that GRVT and partner Councils continue industry engagement through a range of measures, including: 

Business operator training to assist businesses in understand visitor market preferences and expectations;



Famils;



Networking and stakeholder events for regional businesses in order to provide a

platform to share ideas, opportunities and to co-ordinate marketing and promotional activity; 

Business Performance Surveys; and



Sharing of data and information, such as the impact of Farming Zone changes on rural business and the opportunities for tourism development that this may release.

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

8 . 5. S TRE NGTHEN ING THE REGION ’S FOOD & W INE

8 . 6. P ROMO TING THE REG ION’S BO UTIQUE

CREDENTIALS

VILLAGES

The GRV region has a number of well-known food and wine establishments and the

A strong theme to emerge from audits, consultation and development opportunities is the

research into GRVs existing and potential visitors highlights that the region is well

role and potential of the GRV region’s ‘boutique villages’. These villages provide a unique

recognised as a food and wine destination.

local destination based offer which caters for experience seekers and high yielding markets,

There are many individual projects in the sub region discussion which highlights opportunities for expanding the food and wine sector; however there is a need to strengthen the presence of local produce across the region. There are many examples of programs that focus on developing local supply chains to encourage the use of local produce in businesses. Options for this should be explored. One example is Tweed Fresh in Tweed Shire, New South Wales, which is a program that focuses on supply chain development. TABLE 15 STRENGTHENING THE REGION’S FOOD AND WINE CREDENTIALS PROJECTS Projects

Description

SGRV7 Local Supply Chain Development

Investigate supply chain development which makes local food easily accessible to food vendors in the region.

SGRV8 Education of Industry

Educate industry on the benefits of local food use.

and is centred around: 

Arts, crafts and culture;



Local markets;



Local produce;



Great Victorian Rail Trail routes and product;



Events; and



A local country feel/experience.

There is the potential, at a regional level, for GRVT and partner Councils to package and promote these types of offer as the GRV region’s ‘boutique villages’. The key villages which represent this offer include: 

Tallarook (music events, art/culture, rail trail);



Strathbogie (arts and culture, local produce);



Dookie (arts and culture, music);



Yarck (local produce, rail trail);



Ruffy (local produce);



Murchison (local produce, arts and culture);



Euroa (arts, heritage);



Violet Town (markets, arts); and



Avenel (local produce).

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TABLE 16 PROMOTING THE REGION’S BOUTIQUE VILLAGES Projects

Description

SGRV9: Identify Product Opportunities

Identify product opportunities in the region’s boutique towns and seek investment (see individual destination projects for opportunities).

SGRV10: Promote the region’s ‘Boutique Villages’

As part of a marketing strategy, promote and deliver a consistent branding message for the region’s ‘boutique villages’.

8 . 8. DELIVE RING TOURING ROUTES A number of touring routes and linkages have been identified as part of the analysis of issues and opportunities in the region. Whilst some of these projects may only impact on specific localities in the region, as a whole, the delivery of clear and definitive touring routes can have an impact on how the region is packaged, how the product offer is perceived and the way in which people move through the region. It is important that new touring routes link into existing routes across the region or routes across the region which are not fully exploited. Linking into existing touring routes can increase the recognition of the GRV region and be the catalyst for significant new visitation.

8 . 7. IMP ROVING ACCESS AND INFRASTRUCTURE A LONG THE GO ULB URN RIVE R

GRVT should explore synergies with the following State-wide touring routes which pass through the region: 

The Sydney to Melbourne Heritage Drive – this route currently bypasses the GRV

The Goulburn River is the lifeblood of the region and arguably the region’s most defining

region; traversing from Yarrawonga, across to Echuca and down to Bendigo. There

feature. It shapes people’s perceptions of the Goulburn River Valley and is generally a

may be an opportunity to link into this route and provide a military heritage loop, off

major underutilised asset across the region. Priority Project 2 (Seymour Riverside Precinct)

the main drive.

and Priority Project 9 (Shepparton Riverfront Development Opportunities) provide key projects that will improve access to the river at two of the region’s major centres. However,



The Yarra Valley to High Country Touring Route – there is the potential for the region to link into the existing Yarra Valley to High Country Touring Route in the south east

improving access and infrastructure across the length of the Goulburn River should be

of the region around Marysville, Eildon and Lake Mountain. These destinations have

supported in key locations such as Yea and Alexandra.

a product that aligns with the High Country / Yarra Valley experience and can tap into visitation to these surrounding regions.

TABLE 17 IMPROVING ACCESS TO THE GOULBURN RIVER

In addition to vehicle touring routes, there are a number of road cycling routes throughout Projects

Description

the Goulburn River Valley region that traverse scenic back roads which can challenge

SGRV11: Support access and infrastructure on the Goulburn River

Support access and infrastructure projects that improve access to the Goulburn River in key locations along the length of the river.

dedicated road cyclists.

SGRV12: Support activities along the Goulburn River

Support the development of new product and activities that activate the river as a product (such as fishing, boating, swimming, kayaking etc)

Whilst the routes already exist they can be marketed better to visitors. Routes that provide a unique and challenging experience for cyclists include: 

Ride the Ranges Route (115km loop). This incorporates Euroa, Violet Town and Strathbogie. The route includes a challenging climb up the Strathbogie Ranges and traverses through the Scenic Strathbogie Ranges and the plains between Violet Town and Euroa.

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN



Lake Mountain Challenge (20km-160kms) This includes a number of different routes that can be used from a short 20 km climb up Lake Mountain from Marysville to a loop



which incorporates Skyline road, near Lake Eildon, Eildon township and Alexandra.

Project

Around the Lake Ride (174km return). A highly scenic ride that travels from Eildon to

Tier 1 (Priority Project)

Jamieson. The ride includes challenging climbs and windy quiet roads. 

Kinglake and Toolangi Ranges Rides (various). There are many cyclists who ride from Melbourne to the Kinglake Ranges and Toolangi. These popular weekend rides bring a large number of cyclists into the southern part of the region.



TABLE 18 REGIONAL TOURING ROUTE AND TRAILS PROJECTS

Broadford/ Seymour Routes (various). There are a number of road cycling routes that

SGRV13

Project and Potential Route

Great

Victorian

Rail

Trail

Expansion and Product Development Tier 2 SGRV14: Regional Military History Trail

Linking military product at Seymour, Avenel, Euroa (Honouring Our Heroes), Tatura and Shepparton

SGRV15: Regional Food, Wine and

Engaging with and linking high quality establishments, such as Tahbilk Winery, Mitchelton Wines, Fowles Wine, Swettenham Stud; and other wineries, food producers and equine studs in the Seymour, Nagambie, Euroa, Shepparton triangle

are used from Broadford/Seymour which access the nearby ranges. Rides to Strath Creek and from Broadford and from Seymour to Highlands are popular. 

Equine

Shepparton Orchid Rides. (30km+) There are a number of road cycling routes that are used from Shepparton that traverse the orchids surrounding Shepparton. These provide scenic riding opportunities for visitors on roads only used by locals.

The above road cycling itineraries and any others known by locals in the region should be promoted as another layer to the GRV product offer. The road cycling market is niche, however it includes high yield segments and potential for return visitation.

Linking Alexandra and Eildon and Seymour and Tallarook on the Great Victorian Rail Trail (see Priority Project 4)

SGRV16: Murchison to Rushworth Rail

Linking Murchison and Rushworth

Trail SGRV17: Shepparton to Seymour River Trail

Linking Shepparton, Nagambie, Tahbilk/Mitchelton and Seymour along the Goulburn River

Trundle’

Investigate the development of a ‘township trundle’ in order exit the rail trail at Yea and ‘discover’ surrounding towns, such as Strath Creek, Molesworth, Highlands, Caveat, Limestone.

SGRV19: Improving Ned Kelly Touring

Upgrading product and improving the existing touring route at Beveridge, Avenel and Euroa

SGRV18:

Yea

Rail

Trail

‘Township

Route SGRV20: Motoring Touring Route

Linked to product and events in Euroa (Show and Shine), Broadford and Shepparton

SGRV21: Touring Route of Boutique

Linked to boutique villages in the Strathbogie Ranges, such as Strathbogie, Ruffy, Avenel and other towns across the ranges.

Villages SGRV22: Routes

Linking

Existing

Touring

Explore the potential for linking to existing touring routes such as the Sydney-Melbourne Heritage Drive and Yarra Valley to High Country Touring Route.

GOULBURN RIVER VALLEY TOURISM

APRIL 2014

Project

Project and Potential Route

SGRV23: Giant Trees Trail

A trail which links some of the magnificent pockets of giant trees in Victoria including Kinglake National Park, Toolangi and Maroondah Dam Reserve, near Healesville

SGRV24: Road cycling Itineraries

Preparation and promotion of key road cycling itineraries at destinations across GRV.

GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

FIGURE 9 POTENTIAL TOURING ROUTE/TRAIL PROJECTS

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