Goulburn River Valley Destination Management Plan GOULBURN RIVER VALLEY TOURISM | APRIL 2014
Background Paper
 Authors Mike Ruzzene Jon Power Š Copyright, Urban Enterprise Pty Ltd, April 2014 This work is copyright. Apart from any use as permitted under Copyright Act 1963, no part may be reproduced without written permission of Urban Enterprise Pty Ltd.
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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.
C ONTENTS GLOSSARY
3
4.2. SUMMARY OF KEY FINDINGS
36
1. INTRODUCTION
4
4.3. GRV REGION VISITATION (PAVE)
38
1.1. INTRODUCTION
4
4.4. PURPOSE OF VISIT – OVERNIGHT VISITORS
39
1.2. DESTINATION MANAGEMENT PLANNING
4
4.5. PURPOSE OF VISIT – DAYTRIPS
40
1.3. PROJECT OBJECTIVES
5
4.6. PURPOSE OF VISIT - INTERNATIONAL
41
5
4.7. ACTIVITIES UNDERTAKEN
41
4.8. LENGTH OF STAY
42
4.9. BACKPACKERS
43
4.10. ACCOMMODATION
44
1.4. REPORT STRUCTURE
2. REGIONAL CONTEXT
6
2.1. REGIONAL TOURISM CONTEXT
6
2.2. THE GRV REGION
6
2.3. REGIONAL PRODUCT
6
2.4. SUB-REGIONAL DESTINATION CLUSTERS
7
PART 1: BACKGROUND ANALYSIS
10
3. STRATEGY REVIEW
11
3.1. INTRODUCTION
11
3.2. SUMMARY
11
3.3. FEDERAL GOVERNMENT
12
3.4. VICTORIAN GOVERNMENT
12
3.5. REGIONAL POLICY
16
3.6. LOCAL POLICY CONTEXT
17
3.7. GREATER SHEPPARTON
18
3.8. STRATHBOGIE SHIRE
23
3.9. MURRINDINDI SHIRE
26
3.10. MITCHELL SHIRE
31
4. VISITOR PROFILE 4.1. INTRODUCTION
34 34
5. ECONOMIC IMPACT
47
5.1. INTRODUCTION
47
5.2. METHODOLOGY
47
5.3. ECONOMIC IMPACT OF TOURISM
48
6. MARKET SEGMENTS
49
6.1. INTRODUCTION
49
6.2. MARKET SEGMENT SUMMARY
49
6.3. METHODOLOGY
51
6.4. FAMILY MARKET SEGMENT
52
6.5. OLDER COUPLES
55
6.6. SOCIALLY AWARE / HIGH YIELD SEGMENT
58
6.7. INTERNATIONAL SELF DRIVE MARKET
62
6.8. SPORTING GROUPS MARKET SEGMENT
65
6.9. BACKPACKER MARKET SEGMENT
69
6.10. MARKET SEGMENT FORECASTS
70
7. STAKEHOLDER CONSULTATION
71
URBAN ENTERPRISE PTY LTD APRIL 2014
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7.1. INTRODUCTION
71
10. MARKETING AUDIT
114
7.2. REGIONAL PRODUCT
71
10.1. BACKGROUND
114
7.3. GREATER SHEPPARTON
72
10.2. SUMMARY
114
7.4. STRATHBOGIE SHIRE
74
10.3. PRINT MEDIA
114
7.5. MURRINDINDI SHIRE
75
10.4. ONLINE ANALYSIS
115
7.6. MITCHELL SHIRE
77
PART 3: ISSUES AND OPPORTUNITIES
121
11. PRODUCT & EXPERIENCE DEVELOPMENT
122
PART 2: AUDITS
79
8. PRODUCT AND EXPERIENCE AUDIT
80
11.1. INTRODUCTION
122
8.1. INTRODUCTION
80
11.2. PRODUCT DEVELOPMENT OBJECTIVES
122
8.2. GRV REGIONAL PRODUCT OVERVIEW
80
8.3. REGIONAL DISTRIBUTION OF PRODUCT
81
8.4. SUB-REGIONAL DESTINATION AUDIT
85
8.5. KILMORE / BROADFORD
86
8.6. SEYMOUR AND SURROUNDS
88
8.7. KINGLAKE RANGES
90
8.8. YEA AND SURROUNDS
92
8.9. ALEXANDRA / MARYSVILLE / EILDON
93
8.10. NAGAMBIE AND SURROUNDS
97
8.11. EUROA AND THE STRATHBOGIE RANGES
98
8.12. SHEPPARTON AND SURROUNDS
101
8.13. KEY REGIONAL EVENTS
105
9. INFRASTRUCTURE AUDIT
109
9.2. SUMMARY
109
9.3. ROADS
109
9.4. RAIL
110
9.5. AIRPORTS
111
9.6. CAR HIRE
112
9.7. VIC NETWORK
112
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
123
12.1. INTRODUCTION
123
12.2. REGIONAL DEVELOPMENT
123
12.3. SUB-REGIONAL
124
13. PRODUCT AND EXPERIENCE SUMMARY
132
13.1. REGIONAL PRODUCT THEMES & OPPORTUNITIES
132
13.2. SUB-REGIONAL PRODUCT OPPORTUNITIES
139
14. NEXT STEPS: DEVELOPING THE DMP
150
109
9.1. INTRODUCTION
2
12. ISSUES AND OPPORTUNITIES
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 at least 40 kilometres away from home are referred to as overnight visitors.
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1. I NTRODUCTION
1 . 1. INTRODUCTION BACKGROUND
Goulburn River Valley Tourism (“GRVT”) has commissioned Urban Enterprise to undertake a Destination Management Plan for the Goulburn River Valley (“GRV”) region. GRVT is a peak regional tourism body, formed in 2009, as an initiative of the City of Greater Shepparton, Murrindindi Shire, Mitchell Shire and Strathbogie Shire Councils. This Background Paper provides the framework for the development of a Destination Management Plan, by providing an understanding of the key issues and product opportunities
1 . 2. DESTIN ATION MANAGE MENT PLANN ING APPROACH
Destination Management Planning is a collaborative, holistic approach to tourism development. It represents more than just a marketing approach and seeks to reflect the unique attributes of a destination; identifying the product and industry development initiatives that can stimulate growth in the tourism sector. The Destination Management Plan and Product Gap Analysis for the GRV region will assist in:
audit of regional product. GRVT OBJECTIVES
GRVT undertakes a collaborative approach, working closely with key stakeholders, to develop regional tourism product strengths and strategic opportunities, particularly where they increase visitor yield, improve visitor experiences and increase overall visitation. The key objectives of GRVT are to:
Identifying and prioritising investment projects, and identifying key investment opportunities;
to emerge from research, consultation, a review of previous strategic direction and a primary
Improving the supply of tourism services, products and experiences across the region;
Improving the marketing, promotion and quality of the visitor experience; and
Raising awareness and increasing overall visitation across the region.
UNDERSTANDING BEST PRACTICE
This project follows the Guide to Best Practice in Destination Management, as developed by
Improve the supply and quality of the regions tourism products and experiences;
Increase awareness of destinations, products, experiences and events;
Enhance the skills and experience of tourism industry members; and
evaluation.
Facilitate tourism activities and increase visitation in the region.
Urban Enterprise has gained a deep understanding of best practice as part of our practical
the Australian Regional Tourism Network (ARTN). It reflects the principles of best practice in seeking to provide a holistic and collaborative approach, integrating five key delivery areas including research and analysis, consultative planning, product development, marketing and
experience in destination management planning, including being a key contributor to the development of best practice guidelines as part of the Great Ocean Road Destination Management Plan Pilot Project.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
1 . 3. P ROJE CT OB JECTIVES
1 . 4. REPORT STRUCTURE
The Destination Management Plan will provide a strategic approach to prioritising key tourism
The background paper is divided into three sections:
experiences and products in the region. The key objectives of the DMP will be 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.
Part 1 – Background Analysis, including:
A review of the strategic context for tourism across the GRV region;
Analysis of tourism data for both the GRV region and key region destination clusters;
A review of key target market for the region, using segmented data;
Analysis of visitation data and forecasts and an assessment of economic impact in the region; and
Consultation outcomes gathered during round table discussions with key stakeholders, one-on-one business meetings and the results of an online business survey.
This Background Paper sets out the background analysis and research that will frame the
Part 2 – Audits, including:
identification and prioritisation of key product opportunities across the GRV region. This will
A detailed product and experience audit to understand the type and geographical location of existing product across the region;
underpin the preparation of a final DMP and investment prospectus for the region.
An infrastructure audit to understand major infrastructure requirements; and
A marketing audit to understand current marketing activity and channels, identifying any gaps, deficiencies or opportunities.
Part 3 – Issues and Opportunities, providing an assessment of key product opportunities across the region, drawn from literature, consultation, site visits and knowledge and experience of developing regional tourism product. These opportunities will provide discussion to frame the prioritisation of projects as part of the DMP.
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2.
R EGIONAL C ONTEXT
2 . 1. REGIONAL TOURISM CONTEXT
Nature-Based & Adventure/Sports – the region has significant natural assets which draw visitors to undertake nature based activities; such as Lake Mountain, Lake Eildon,
The Goulburn River Valley Region has been formed by GRVT to bring attention and focus to
Kinglake National Park and the Nagambie Lakes. Adventure activities that draw on the
an area that has a collection of high quality tourism destinations, linked by a number of both
natural assets of the region are also a major strength; including cycling, biking, fishing,
diverse and complementary tourism products. The region is not fully recognised in Tourism
aerosports, motor sports, water-sports and bushwalking.
Victoria policy; evidenced by the fact that it spans three different campaign regions – none of which adequately represent or reflect the product offer in the Goulburn River Valley. The surrounding tourism regions do, however, have synergies with different destinations across the Goulburn River Valley; including the Yarra Valley, High Country, the Murray and
gate operations and wineries, as well as primary production operators.
2 . 2. THE GRV REGION
activity and focus action on tourism development in the Goulburn River Valley. The key partner Councils are:
Marysville with the Vibe conference centre currently under construction.
History and Heritage – particularly military history in the north and west of the region with unique assets such as the Tatura War Camps, Vietnam Veterans Commemorative Walk
The City of Greater Shepparton;
Mitchell Shire;
Murrindindi Shire; and
Strathbogie Shire.
and the Regional Military Trail. The region also has a number of heritage buildings and streetscapes within its diversity of townships.
Equine – the region is a major national centre for thoroughbred breeding and equine stud operations. This product strength is a unique draw, but is not fully utilised for tourism or visitor purposes.
The Destination Management Plan will draw on key product and destination strengths and seek
These opportunities will focus not only on administrative
boundaries, but on the distinct and cross-boundary tourism geographies that frame the region.
product across the whole region. The key regional product strengths include:
GOULBURN RIVER VALLEY DMP
Indigenous Tourism – indigenous tourism product is primarily focused in the north of the region, where Shepparton hosts a cultural and interpretive centre and has an emerging indigenous arts product.
2 . 3. REGIONAL P RODUCT The GRV region has a number of regional strengths that define perceptions of the tourism
Arts & Culture – the region has an emerging arts scene, ranging from local art galleries, retail stores and events in ‘boutique villages’, to the Shepparton Art Museum.
to identify investment and development prospects, whilst seeking to develop emerging and
BACKGROUND PAPER
Business and Conferencing - Shepparton is an important business and conference events destination. Also, emerging destinations are entering the conference market, such as
GRVT is a cross-collaboration between four regional municipalities which seeks to co-ordinate
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Festivals and Events – events-based tourism is strong across the region, which hosts a number of organised sporting, music, adventure and cultural events.
Metropolitan Melbourne.
niche product opportunities.
Food and Wine – the region is a major producer of food and wine, with numerous farm
Golf – the region has a number of high quality golf courses which can cater for a range of players and standards.
2 . 4. S UB -REG IO N A L D E S TIN A T ION C LU STER S
5.
Alexandra, Marysville, Eildon – this cluster has key strengths in its natural attractions, water-based activities, adventure activities (including cycling), alpine activities and food
The discussion paper sub-divides the region into 8 key destination clusters. These are generally
and wine. The sub-region is shaped by its proximity to both the High Country and Yarra
based on:
Valley regions.
Differences in the product strengths and experiences of destinations;
Data areas - in order to understand visitor data and visitors markets for each sub-region;
6.
characterised by water based activities, equine and food & wine. The region is also in proximity to the Heathcote Wine Region.
and
The proximity and potential synergies with surrounding tourism regions and products.
7.
geographies.
Euroa and the Strathbogie Ranges – including the townships of Euroa, Avenel, Strathbogie and Violet Town. Key strengths of the sub-region include wineries and farm gate produce,
Clustering the region into distinct destinations allows a detailed analysis of the tourism product, visitor profile and product development/infrastructure opportunities across different regional
Nagambie and Surrounds– Nagambie is a visitor destination in its own right, which is
heritage, natural attractions, cycling, equine and events. 8.
Shepparton & Surrounds – Shepparton and its surrounding area forms a sub-region at the northern extent of the GRV region, including Tatura, Murchison and Shepparton. Key
A layer of analysis for the whole Goulburn River Valley Region will also articulate:
strengths include business & conferencing, festivals & events, history & heritage, arts/ culture and indigenous product.
The key destination product across the region;
Product development themes that are consistent across the GRV region; and
2.4.1. SUB-REGIONAL PRODUCT
A list of product development priorities for the GRV region as a whole.
Table 1 illustrates the relative product strengths of each sub-regional destination based on the
Figure 1 illustrates the key destination clusters proposed for the DMP and their primary, secondary and emerging product strengths. These include: 1.
strengths of the wider region. The product strengths are categorised as:
recognisable assets in the identified tourism product;
Kilmore / Broadford - combining destinations in the south of Mitchell Shire, with key product themes including history & heritage and sports (including Broadford’s State
3.
improve product, awareness and profile.
Seymour and Surrounds – including the townships of Seymour, Tallarook and Tooborac. Key product strengths relate to military history, the Great Victorian Rail Trail, and
Secondary – established strengths in the region/sub-region. However, not considered to be the number one tourism product. There is scope to further develop the product to
Motorcycle Sports Complex). 2.
Primary – is a well established strength of the region/sub-region, with mature and
Emerging – there is evidence of an emerging tourism product in the region/sub-region,
(potential) access to the Goulburn River. The west of the cluster is also influenced by the
which is either new or relatively limited in scale. There could be scope to further develop
Heathcote wine region.
the product to diversify the product offer.
Kinglake Ranges – including the townships of Kinglake and Kinglake West. The key product strengths are natural attractions and nature based experiences. Kinglake Ranges is also characterised by its proximity to both Melbourne and the Yarra Valley.
4.
Yea and Surrounds – focused on north west of Murrindindi Shire, the key strengths of the sub-region include natural attractions, wineries and events.
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TABLE 1 SUB-REGIONAL PRODUCT STRENGTHS
Secondary
Primary
Emerging
Sub‐Regional Destination and Key Product
Product Category
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
1. Nature‐Based & Adventure/Sports
2. Food & Wine
3. Festivals & Events
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
Stable and stud operations, racecourses
Major stud and stable operations
Major stud and stable operations
Racing and Tatura Park
7. Arts & Culture
Boutique offer (Tallarook)
Local artists, galleries and retail
Local artists, galleries and retail
Local artists, galleries and retail
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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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
FIGURE 1 SUB-REGIONAL PRODUCT STRENGTHS MAP
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PART 1: BACKGROUND ANALYSIS
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
3.
S TRATEGY R EVIEW
3 . 1. INTRODUCTION This section provides a summary of the Federal, State and Local Government strategies and policies reviewed to inform the Goulburn River Valley Destination Management Plan.
Nature-based Tourism – including supporting water-based activities and outdoor adventure activities;
Niche Development – including spa and wellness development, heritage and culture (Ned Kelly, military history and indigenous art), aerosports, cycling (including major event,
Much of the focus of Federal and State Government tourism policy is on experience
mountain bike trail development and motorsport development);
development, particularly on unique experiences and landscapes that a region can offer. Regional tourism policy for the Goulburn River Valley has previously been embedded in the
international promotion; and
Goulburn River Valley Tourism Development Plan (2011-2016), which sets the framework for the development of tourism opportunities in the region, following the establishment of GRVT.
accommodation (in town centres) and winery accommodation.
development policy for each of the four partner municipalities within the GRV region. This
The policy review does not necessarily reflect the product and infrastructure opportunities that will be taken forward as part of the DMP.
3 . 2. S UMMA RY
Visitor Accommodation – including high quality accommodation, self-contained accommodation, conference centre, nature-based/eco, farm stay, self-contained
This review also provides a local level analysis of strategic planning, tourism and economic identifies the key priorities for tourism and infrastructure development within each Council area.
The Equine Industry – including events, equine tourism packages, accommodation and
Across the four municipalities in the region, tourism is embedded as a key pillar of the local economies. Policy support for tourism development is well established and local strategic documents identify a number of tourism based product and infrastructure opportunities. A detailed review of local level infrastructure and product opportunities is provided as part of this strategy review.
Both Federal and State Governments identify the need for investment in tourism product to enable the country’s tourism industry to meet its full potential over the coming decade. In particular, nature-based tourism is recognised as the most popular tourism draw in regional
Victoria and the GRV region. The GRV region is not adequately recognised as a stand-alone tourism region within regional tourism policy, evidenced by the fact that it is dissected by three different tourism campaign regions. 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. Key regional opportunities identified for development include:
Events and Conferencing – in key service centres such as Shepparton and Seymour;
Food and Wine – across the region, including wineries and farm gate opportunities;
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3 . 3. FEDERAL GOVERNMENT
3 . 4. VICTORIAN GOVE RN MENT
There is strong support from the Australian Government for growth related to the tourism sector.
Tourism Victoria has several strategies relevant to the development of tourism in the Goulburn
The National Long Term Tourism Strategy sets out a framework which provides support for
River Valley Region, including:
tourism product and tourism related development. The Government’s 2009 National Long
Tourism Victoria’s Regional Tourism Action Plan 2009-2012;
Victoria’s Nature Based Tourism Strategy 2008-2012;
Victoria’s 10 Year Tourism and Events Strategy;
Concept Proposals for Tourism in Victoria (2005);
include:
Tourism Victoria Investment Guidelines (2008);
Victoria’s Tourism Plan Summary: Food and Wine 2004-2007; and
Victoria’s Cycle Tourism Action Plan 2011-2015.
Tourism Victoria’s Regional Tourism Strategy 2013-2016
Term Tourism Strategy identifies that in order for Australia to remain competitive in the global tourism market; continued investment is required to deliver quality sustainable tourism product and services that provide visitors with compelling tourist experiences. The Australian Government supports tourism through the Department of Resources, Energy and Tourism and Tourism Australia. Key Federal Government tourism strategies and research
The Jackson Report on behalf of the Steering Committee: Informing the National LongTerm Tourism Strategy (2009);
National Long-Term Tourism Strategy, and the Work Plan (2009);
2020 Tourism Industry Potential (2010, updated in 2011);
Tourism Research Australia: State of the Industry, Travel By Australians and International
3.4.1. TOURISM VICTORIA
Visitors in Australia (Sept. Qtr 2011);
Tourism Victoria is the primary body responsible for governing tourism policy direction and
development in Victoria. Tourism Victoria is committed to securing Victoria’s long term tourism
Tourism Forecasting Committee: Issue 2, 2011
future and supporting the delivery of quality infrastructure across regional Victoria.
The Jackson Report, the National Long-Term Tourism Strategy and 2020 Tourism Industry Potential note the link between investment in tourism product and infrastructure and the industry meeting its potential for growth over the forthcoming decade.
Tourism policy is important in providing strategic guidance on the direction of nature based tourism policy and development. Tourism Victoria drives policy and strategy for the tourism industry at a regional level; providing direction for ten tourism regions across the State. The
2020 Tourism Industry Potential specifically refers to the need for investment in quality product
Goulburn River Valley sits primarily within the Murray Region, as identified by Tourism
in regional areas, rather than increased quantity.
Victoria’s 2013 campaign regions, but also crosses borders with the Victoria’s High Country
This strategy also recommends for
Governments to reduce red-tape and to facilitate investment in the industry. The National Long-
and the Yarra Valley and Dandenong Ranges campaign regions.
Term Tourism Strategy highlights the importance of the natural, cultural and heritage assets of the country to the tourism industry.
THE REGIONAL TOURISM ACTION PLAN 2009–2012
Tourism Victoria’s Regional Tourism Action Plan 2009 - 2012 addresses cross-regional issues and confirms priorities for each of Victoria’s ten tourism regions. At the core of its strategy is the objective of improving the supply and quality of tourism experiences. It particularly seeks to secure investment and infrastructure priorities around Victoria’s natural asset base and the tourism strengths of each region, advance priority investment projects identified for each region
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
and ensure that tourism projects continue to be a priority in Government investment and infrastructure planning.
FIGURE 3 TOURISM CAMPAIGN REGIONS & SUB REGIONS
Goulburn River Valley crossed three tourism regions, as discussed above. The key strengths of these regions are illustrated in Figure 2. ‘Food & Wine’ and ‘Festivals and Events’ are identified as primary strengths across the region, whilst Golf is identified as a primary strength in the Murray. Victoria’s High Country also has strengths in skiing, adventure and nature based activities, based on its location in Victoria’s snowfields. All three regions have established secondary strengths in ‘History and Heritage’, whilst emerging products include ‘Spa and Wellness’, ‘Arts and Culture’ and ‘Nature Based Tourism’. The Goulburn River Valley Tourism Region is not well established as part of Tourism Victoria strategy. Whilst it primarily encompasses the Goulburn sub-region, as part of the Murray campaign region, strategic direction is not well defined and often focused on the Murray River.
FIGURE 2
TOURISM CAMPAIGN REGION STRENGTHS
Source: Tourism Victoria
Tourism Victoria’s Regional Tourism Action Plan identifies a range of key projects for development in the Murray Region; however, these are primarily based around the Murray River in distant locations outside of the Goulburn River Valley region such as Mildura, Wodonga and Echuca. However, Business Development Opportunities are identified which seek to
“…work with destinations such as Shepparton and Nagambie to determine how they can better leverage Tourism Victoria and regional activities...” As such whilst the action plan recognises the ‘Goulburn’ as part of the Murray Region, it is not strongly represented throughout the plan or via the subsequent actions. Source: Tourism Victoria
Strategy for Victoria’s High Country is focused primarily on the alpine product of the region, seeking to develop accommodation, infrastructure and product to support this offer. However, it also promotes investment in:
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Boutique accommodation associated with food and wine product; and
The completion of key rail trail and cycle tourism projects including the Murray to
The strategy is set out using Tourism Victoria’s campaign regions, with the GRV region
Mountains Rail Trail.
encompassing three broad campaign regions. The strategy sets out the key nature based
Actions for the Yarra Valley and Dandenong Region also seek to promote boutique accommodation options to support its food and wine product as well as nature based and adventure tourism activities including walking and bicycle trails. Tourism Victoria’s Regional Marketing Development Plan for the Murray mirrors the direction of the Tourism Action Plan, focussing actions and priorities on the areas river based product. Tourism Victoria is currently developing a new Regional Tourism Action Plan, which will set the long term strategic direction for tourism in Regional Victoria. VICTORIA’S REGIONAL TOURISM STRATEGY 2013-2016
In December 2013, Tourism Victoria launched its 2013-2016 Regional Tourism Strategy. The document reinforces other Tourism Victoria Strategy, focusing on Campaign Regions, which do not adequately reflect either the product or tourism development opportunities in the Goulburn River Valley. This reiterates the positioning problem for the Goulburn River Valley and reinforces the need for GRVT to deliver a Destination Management Plan that focuses on the key tourism opportunities in the region. VICTORIA’S NATURE BASED TOURISM STRATEGY 2008-2012
The Nature-based Tourism Strategy seeks to provide a long-term, coordinated approach to
Contributing to a healthy environment.
activities in the wider region including water-based adventure, 4WD, eco-tourism (including bird watching and aboriginal cultural heritage), extractive tourism (fishing) and nature retreats. The key ‘attractions and activities’ in that are identified in The Murray, High Country and Yarra Valley that could relate to the GRV region include:
Aboriginal cultural heritage;
Red gum wetlands;
Alpine and adventure;
Horse riding;
Mountain biking;
Fishing;
Bushwalking;
The Goulburn River;
Wineries; and
Boutique facilities.
policy, planning, sustainable development and marketing of the nature-based tourism sector.
In terms of providing the infrastructure to support nature based tourism experiences across
The strategy aims to stimulate and grow nature-based tourism by:
Victoria, the strategy supports infrastructure development to support the High Country offer, such as new Alpine Resort accommodation suitable for attracting summer nature-based
Addressing barriers to growth to attract public and private investment;
Increasing the sustainability and viability of the nature-based tourism industry;
tourism visitors, High Country/Alpine Resorts adrenalin mountain biking and a feasibility study to develop a world-class adrenalin activity centre in the Alpine Resorts including mountain biking, bungy jumping, zorbing and other activities.
Encouraging the industry to limit its carbon footprint;
Raising visitor expenditure and tourism yield for provincial Victoria;
Heightening nature-based tourism consumer awareness;
Maintaining the principle of equity of access to public land; and
VICTORIA TOURISM AND EVENTS STRATEGY 2020
The Strategy focuses on industry wide strategic issues across both the tourism and events sectors. It considers the actions needed to enhance leadership, industry development, infrastructure and investment and marketing. The strategy provides a review of the 2007 Tourism and Events Strategy, setting out a number of industry development actions, including:
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Enhance and support product development in identified priority areas including:
Nature-based.
Golf, soccer and cycle.
cycle tourism, provide an overview of current visitation and segmentation and propose a number of directions and actions.
The Murray region is identified as having secondary
strengths in ‘Trails’ and ‘Major Events Cycling’. High Country and Yarra Valley and the
Spa and wellness.
Food and wine.
Arts, theatre and cultural.
The document specifically focuses on the potential of the High Country as a premier cycling
Indigenous.
destination, seeking to “…establish the High Country as the leading destination for cycle tourism
Dandenong Ranges have primary strengths in ‘Mountain Biking’, ‘Road Cycling’ and ‘Trails’, whilst High Country also has a primary strength in ‘Major Events Cycling’.
in Victoria through the development of marketing activities that hero the regions cycle tourism
Ongoing support for industry development in regional Victoria including:
Fly / drive packages to encourage regional dispersal.
Touring routes and packages.
Accommodation supply.
Further differentiation of the regional events offerings.
The study sets out a series of potential tourism development proposals, identifying strategic tourism investment concepts to grow Victoria as a premier tourist destination relative to its competitors. North East is included as a sub-region including Strathbogie Shire and Murrindindi Shire and opportunities relevant to GRV region include: Vineyard Accommodation - building on cellar door sales and restaurants, allowing the region to be better marketed for short-break holidays, as well as for special interest food and wine tourism.
The Cycle Tourism Action Plan is designed to outline Victoria’s current position in relation to
CONCEPT PROPOSALS FOR TOURISM DEVELOPMENT (2005)
VICTORIA CYCLE TOURISM ACTION PLAN 2011-2015
experiences…” The strategy selects priority trails which have the potential to attract interstate and intrastate visitation and increase length of stay, including the Great Victorian Rail Trail, which is proposed as a shared pathway for cyclists, walkers and horses following a disused rail line for 134km from Tallarook through Yea to Mansfield with a link between Cathkin and Alexandra. VICTORIA’S ABORIGINAL TOURISM DEVELOPMENT STRATEGY 2013-2023
Victoria’s Aboriginal Tourism Development Strategy 2013–2023 has been published to provide a major focus on the positioning of Aboriginal tourism as an urban and accessible experience both as a stand-alone experience and as an integral component within the broader tourism industry. It seeks to promote opportunities to leverage current attractions and develop new experiences in regional Victoria. A key direction of the strategy is to ‘Develop and promote regional Victorian Aboriginal tourism offerings’ (Direction 2); building on ‘Rich history and culture’, a ‘Potential cluster of products and experiences in south-west Victoria’ and ‘existing regional tourism initiatives’.
The
document does not specifically reference opportunities in the Goulburn River Valley Region.
Nature-Based Accommodation and Fishing Lodge - identifying potential sites for new nature-based accommodation, as well reinvestment in existing properties.
The Murray and Melbourne and Surrounds are also sub-regions which encompass areas of the Goulburn River Valley, however, these sub-regions do not identify specific sub-regional actions that apply to the GRV region.
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3 . 5. REGIONAL PO LICY
HUME REGION STRATEGIC PLAN (2010-2020)
The Hume Region Strategic Plan comprises a Regional Plan and four Sub-Regional Plans, THE DRAFT HUME REGIONAL GROWTH PLAN
including the Goulburn Valley Sub-Regional Plan (including the municipalities of Greater
The Draft Hume Regional Growth Plan provides a regional approach to land use planning in
Shepparton, Moira, Strathbogie and Campaspe) and the Lower Hume Sub-Regional Plan
the Hume Region, which includes the municipalities of Alpine, Benalla, Greater Shepparton,
(including the municipalities of Mitchell and Murrindindi).
Indigo, Mansfield, Mitchell, Moira, Murrindindi, Strathbogie, Towong, Wangaratta and
Key Direction 11 of the Goulburn Valley Sub-Regional Plan seeks to facilitate research and
Wodonga. The plan identifies opportunities to encourage and accommodate growth, identifying locations for future development and key regional priorities for future infrastructure planning and development.
innovation in tourism, manufacturing and industry to encourage new and evolving business. Action 11.1.GV2 of this direction seeks to “…develop a Goulburn Valley sub regional strategy for recreation tourism bicycle paths that is linked to a Hume Region wide cycling
The key tourism focused directions contained within the Draft Hume Regional Growth Plan
strategy…and…elevate the profile and potential of cycle infrastructure to take advantage of the
support the development of tourism product and infrastructure which will diversify and enhance
Murray River environmental and tourism experience…” Key Direction 14 seeks to develop a
the regional economy. Key objectives seek to:
Support tourism activities (including nature-based tourism) that take advantage of environmental and cultural heritage assets and the rural environment without
proficient land transportation network, with actions seeking to improve rail and public transport links, including:
Seymour – Shepparton – Tocumwal rail line from broad gauge to standard gauge (Action
compromising the future of these assets;
Support opportunities for nature-based tourism throughout the region;
Direct large commercial tourism uses to urban locations or to rural areas of lower agricultural value and away from areas identified as strategic agricultural land;
14.2.GV4).
Provide Shepparton – Mangalore – Melbourne transport services ( Action 15.1.GV2).
Increase the frequency of the Benalla to Shepparton public transport service level (Action 15.1.GV3).
Facilitate rural tourism activities that support agricultural enterprises such as cellar door and farm gate sales and accommodation in appropriate regional locations;
Provide a Kyabram / Tatura to Shepparton public transport commuter service (15.1.GV5).
Identify areas suitable for the expansion of nature-based and cultural heritage tourism;
Provide a Murchison / Toolamba to Shepparton public transport commuter service (Action 15.1.GV6).
and
Reinstate the passenger rail line from Strathmerton to Cobram including converting the
Support the use of the Hume Region’s tracks and trails by improving public transport
access, providing a greater range of accessible accommodation opportunities and by
Key Direction 11 of the Lower Hume Sub-Regional Plan also seeks to facilitate innovation in
improving links to tourism activities and precincts.
Evaluate the pilot low level Euroa to Shepparton public transport service (15.1.GV7).
tourism. Specifically, Action 11.1.LH2 seeks to “…examine the feasibility of linking the Mansfield
The plan supports the growth of the ‘Goulburn Valley’ sub-region, particularly Shepparton as
to Tallarook off road cycle trail to Benalla along the Hume corridor as well as an extension to
its major urban growth and development centre.
Eildon as the Goulburn River High Country Rail Trail…”
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
A UNITED APPROACH TO TOURISM: FOR THE MUNICIPALITIES OF MITCHELL, MURRINDINDI, SHEPPARTON AND STRATHBOGIE (2009)
In 2009, the four GRVT municipalities sought to undertake a co-ordinated approach to tourism
Visitor Accommodation – including conference centre accommodation (Shepparton, Seymour/Yea, Marysville), nature-based/eco, farm stay, high quality tourist parks, selfcontained accommodation (in town centres) and winery accommodation.
development for the Goulburn River Valley Region, which recognised the complementary
The Tourism Development Plan also recommends a series of infrastructure actions based on
tourism product provided across the region and the lack of recognition for the tourism offer in
transport and nature-based infrastructure to support the tourism product and develop a co-
existing tourism policy and strategy.
ordinated tourism offer across the region. The plan provides an important guide for the further
The document primarily addressed industry structure and was a key driver in the establishment of GRVT.
development of a Destination Management Plan and will inform and support the final product / infrastructure recommendations.
THE GOULBURN RIVER VALLEY TOURISM DEVELOPMENT PLAN 2011-
3 . 6. LO CAL POL ICY CON TEX T
2016
The following section provides a summary of the key product, infrastructure and tourism
The Goulburn River Valley Tourism Development Plan was published in 2011 and sets the
opportunities identified within strategic policy for each GRVT municipality.
framework for the development of the Destination Management Plan. The plan provides a
context for the tourism product infrastructure and gap analysis at a local level.
comprehensive analysis of strategy, current product and the visitor profile of the region;
The policy review has been prepared to provide a snapshot of strategic policy across the four
proposing a number of strategies and actions to support the development of tourism in the
partner municipalities. It does not necessarily represent the full range of assets, experiences
Goulburn River Valley. Recommendations in the plan are based around Product Development,
or opportunities across the region and is not necessarily a reflection of the product and
Infrastructure Development, Industry Support and Administration.
infrastructure opportunities that will be put forward in the Destination Management Plan.
The key product
This sets the
development strategies are focused on:
Events and Conferencing – including supporting key regional events, developing a regional calendar of events and promoting new conference venues;
Food and Wine – including encouraging local food and wine businesses to develop their tourism offer, developing destination dining in the region, developing a ‘food product trail’, encouraging producers to sell locally and encouraging retailers to support local produce.
Nature-based Tourism – including supporting water-based activities and outdoor adventure activities
Niche Development – including spa and wellness development (Kinglake and the Strathbogie Ranges), heritage and culture (Ned Kelly, military history and indigenous art), aerosports, cycling (including major event, mountain bike trail development and the completion of the Great Victorian Rail Trail) and motorsport development;
The Equine Industry – including events, equine tourism packages, accommodation and international promotion; and
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3 . 7. G REATE R S HEPPART ON There is strategic policy support at a local level for the development of infrastructure, product and marketing to support new and existing tourism experiences in Greater Shepparton. Whilst Greater Shepparton is not traditionally seen as a primary tourism destination in Regional Victoria, it is a key regional centre for business and events and is strategically placed with access to the Goulburn River and at the heart of Australia’s Food Bowl. Strategic policy supports this role along with developing the product and infrastructure development to support it. The diagram below and Table 2 provide a review of the key product and infrastructure opportunities identified at local policy level.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
TABLE 2 CITY OF GREATER SHEPPARTON: STRATEGY REVIEW Document Greater Shepparton 2030 A blueprint for building sustainable economic activity and maximising the quality of life in the municipality over the next 30 years.
Strategy
Identified Assets / Experiences
Ensure a sustained level of growth in tourism, including promotion of the unique tourism opportunities of the irrigated rural landscape and the food growing and processing industries.
Greater Shepparton’s reputation as the “Food Bowl of Australia”.
Provide tourist services which suitably meet the needs of visitors to the municipality.
Wineries.
Support new tourist based enterprises to achieve an increase in bed stays and visits to the municipality. Promote the natural features of Greater Shepparton. Encourage the integration of tourism with heritage, recreation and activity centres. Encourage the integration of tourist and agricultural activities where there are no adverse impacts on the operation of rural industries.
Tours of agri-businesses.
Identified Tourism Product Development Redevelopment of the Shepparton Showgrounds into a first class area of public open space and site for the future growth of the Shepparton show.
Special events such as International Dairy Week.
Relevant Infrastructure Projects Duplication of the Goulburn Valley Highway to Shepparton. Develop and support the Shepparton bypass Faster train link between Shepparton and Melbourne, including improved access to airports and surrounding facilities.
Public art relating to the agricultural industry such as the Moooving Cows display. Recreation activities linked to the Goulburn and Broken Rivers. Shopping including at the factory outlets of the major food processing companies. Business seminars and conferences– events including Dairy Week, United Dairy Farmers of Victoria, Assemblies of God, Association of School Councils, and the MG car conference.
Support public art displays which showcase the area’s strengths and reputation. Encourage tourist developments to adequately cater for the differing needs of tourists. Provide for tourist developments that are visually interesting and reflect the character of the municipality. Greater Shepparton Tourism and Events Strategy 2011-2014 A strategic approach to the destination management of tourism in Greater Shepparton as well as the broader region in recognition of its importance to the local economy.
To develop an Industry Visitor Services Program.
Natural attributes including the Goulburn and Broken rivers and bushland tracts.
To have a complete understanding of the nature and range of current tourism product.
Greater Shepparton as an events destination.
Develop an Events Plan to grow the sports tourism market segment. To develop home grown sustainable events delivered annually in Greater Shepparton. Develop a Business Events Plan. Sustainable management of Tatura Park and Shepparton Showgrounds
Shepparton Art Gallery - active program of exhibitions. Kidstown - a family attraction of regional significance.
Infrastructure investment at locations such as Tatura Park, the Shepparton Showgrounds and Victoria Park Lake will facilitate tourism activity. Development of Niche Opportunities - e.g. farm gate experiences, indigenous tourism, river based tourism.
Diverse and strong retail sector.
Opportunities to bundle together a range of activities that can be marketed as a complete experience using Shepparton as the hub.
The Moooving Art Cows.
The potential for Indigenous related tourism.
Diverse food industry with iconic brands e.g. SPC Ardmona.
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Document
Strategy
Identified Assets / Experiences
Identified Tourism Product Development
Relevant Infrastructure Projects
Develop an identity for Greater Shepparton which is authentic and reflects the attributes of the region. Ensure all online services are innovative and progressive. Greater Shepparton City Council Strategic Plan 2013-2017 Strategy to develop sports infrastructure and participation in Greater Shepparton
Continue to support and promote arts initiatives. Continue the feasibility investigations for a new location for the Shepparton Art Museum (SAM).
A range of sporting facilities across Greater Shepparton, including the Shepparton Sports Precinct
The mission of RiverConnect is to create a vibrant, more cohesive Greater Shepparton community through developing a strong sense of belonging and connection to our rivers.
Pursue opportunities for Greater Shepparton to be the location for major sporting events.
Connecting Community - to provide access and facilities, together with activities and information to enable the community to value the river.
The Goulburn River - the largest river in Victoria, and the section from Lake Eildon to the River Murray has been declared a heritage river under the Heritage Rivers Act. Assets include:
Connecting Environment - to protect, repair, enhance and sustain important river, wetland and forest environments.
Areas of significant habitat for vulnerable or threatened wildlife;
Connecting aboriginal people - to provide programs, activities and facilities so that the whole community can understand and better appreciate the important historical and cultural significance this area holds for its traditional owners. Connecting Education - to provide opportunities for the education sector and the broader community to understand the environment, culture and importance of the area.
Complete the Shepparton Showgrounds redevelopment. Review and adopt the Tatura Park Master Plan and develop an integrated sporting facilities master plan with the Howley Complex.
Ensure access to appropriate transportation infrastructure. RiverConnect Strategic Plan (2011)
Development of the Shepparton North sporting precinct.
Native fish diversity;
Develop a long term plan for the Shepparton aerodrome which includes provision for its possible relocation. Advocate for the delivery of improved passenger rail services to the Greater Shepparton including "Fast rail" services.
Complete the Victoria Park Lake redevelopment project.
Advocate the Federal and State Governments for a commitment for funding to enable the commencement Shepparton Bypass for the Goulburn Valley Highway.
Promote the RiverConnect area as an event and activities location.
Improved public access to the river at key sites.
Engage with tourism groups to develop river/redgum tourism opportunities.
Providing access path network extensions along the river.
Develop on-going links with tourism organisations to identify future opportunities for tourism linkages to RiverConnect.
Improving boat access at preferred sites identified through consultation
Investigate the feasibility of scheduling a Farmers’ Market on a regular basis in the mall.
Design CBD way finding signage and pathways signage to indicate the proximity of the river and associated activities to the CBD.
Interpretive signage improvements.
Fishing opportunities – especially for trout from Eildon to Yea River; Canoeing opportunities from Eildon to Goulburn Weir; Cultural heritage sites; and Scenic landscapes – from Molesworth to Seymour, and from below Seymour to Echuca.
Communication and Consultation - to provide appropriate, timely information to the community to support the achievement of the overall RiverConnect objectives. Shepparton CBD Strategy (2013) List of actions and recommendations to enhance the use and development of the CBD.
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Develop an events strategy that focuses activities and events in the CBD and showcases Shepparton as a regional cultural capital. Market and promote the CBD as a tourism destination.
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Retail offer. Events. Business visitation.
Trial hourly bus services on Sundays during a Farmers’ Market hours of operation.
Implementation of CBD way finding signage and pathways signage indicating proximity of the river and associated activities to the CBD.
Document
Strategy
Identified Assets / Experiences
Undertake an economic impact analysis on the contributions that sport and ‘sporttourism’ make to the Greater Shepparton economy.
Identified Tourism Product Development Work with Telstra to facilitate an upgrade of the appearance of the tower and to establish its role as a tourist destination by including such things as a café/restaurant, tourist information and displays and illumination of the tower.
Use the showgrounds and Deakin Reserve to further sport- tourism opportunities.
Backpacker accommodation to locate within the commercial areas of the Shepparton CBD with good access to public transport, community and retail facilities. High-quality accommodation within walking distance of the retail core. Develop new public art installations, from cultural groups such as indigenous, young people and art students.
Relevant Infrastructure Projects Implement master plans for Queens Gardens, Monash Park and Chinese gardens. Undertake a program of streetscape upgrades throughout the CBD Install interpretive signage to identify key indigenous and non-indigenous heritage in the Shepparton CBD and in conjunction with the RiverConnect Master Plan. Complete the upgrading of the showgrounds.
Promote the upgraded showgrounds as a key event space for Shepparton and the region. Sport 2050 Strategic Plan Strategy to develop sports infrastructure and participation in Greater Shepparton
Greater Shepparton Accommodation Opportunities Study (2011) Provides a detailed review of the supply of and demand for accommodation in Greater Shepparton.
Council’s primary role is associated with local and district level facilities that support casual participation, local club and municipal wide competitions. Its role in regional sports facilities is primarily in an economic development role, as the regional centre of the Goulburn Valley, and in order to support tourism to the City.
A range of sporting facilities across Greater Shepparton, including the Shepparton Sports Precinct
Promoting the unique tourism opportunities of the irrigated rural landscape and the food growing and processing industries.
Diverse volume and quality of motel/hotel establishments.
Encouraging examples of landmark architecture for the Shepparton CBD. Encouraging the integration of tourist and agricultural activities where there are no adverse impacts on the operation of rural industries.
Continue to support the development of the Shepparton Sports Precinct to 2050 as the community's premier multi‐sports venue.
General upgrade of sporting facilities, accessibility and useability across Greater Shepparton
Recommend that there be contributions by the individual sports and tourism to help support the Shepparton Sports Precinct as a regional hub for events.
Wide range of caravan parks / camping sites. Business and conferencing assets. Festivals and events New serviced apartment stock in Shepparton (Quest) Food and wine and the location within Australia’s Food Bowl. Retail, commercial and entertainment offer in Shepparton CBD.
Shepparton: A large format, high quality, modern, branded Hotel establishment with upwards of 100 rooms at 4 to 5 star standard. Continued development of high quality Serviced Apartment or Self Contained Accommodation of 4 star standard or above – providing up to 30 additional rooms in the medium to long term (5-10 years). A branded Backpacker Establishment or Hostel facility which could accommodate up to 20 bed spaces. Mooroopna: High quality 4+ star Self Contained Accommodation that supports the conference, festival and events market in Shepparton; providing up to 50 rooms. Murchison A small scale Motel establishment providing up to 20 rooms.
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Document
Strategy
Identified Assets / Experiences
Identified Tourism Product Development
Relevant Infrastructure Projects
Two additional Bed and Breakfast establishments providing up to 10 rooms. Tatura Two high quality Motel / Self Contained Accommodation Establishments providing up to 50 rooms of 3.5-4 star quality standard. Rural Balance An Eco-Lodge or Cabin style establishment based around cycling and mountain bike tracks in Dookie (20 rooms). Farm Stay accommodation across providing up to 5 rooms across the municipality. Shepparton MSS Planning Scheme
Promoting the unique tourism opportunities of the irrigated rural landscape and the food growing and processing industries. Encouraging examples of landmark architecture for the Shepparton CBD. Encouraging the integration of tourist and agricultural activities where there are no adverse impacts on the operation of rural industries.
The tourism industry is mainly focused on shopping for locally produced and manufactured products (particularly canned foodstuffs), the meetings and business events markets, and people visiting family and friends.
Encourage the provision of tourism facilities and services including short term and home hosted accommodation, host farms and similar facilities.
The development of the Goulburn Valley Highway-Shepparton Bypass. The potential relocation of the Shepparton aerodrome but only following detailed feasibility investigations in the demand for air services, the capacity of the existing facility, and potential locations for a new facility. Development of a fast train link to Melbourne. The development of a second river crossing.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
 3 . 8. STRATHBOGIE SHIRE There is strategic policy support at a local level to support tourism and product experiences in Strathbogie Shire. The key assets are based on the natural environment, waterways system, equine industry and local industry. Key opportunities are centred on the water-based assets and the townships of Euroa, Nagambie and Avenel. Policy is supportive of providing the right product, organisation and infrastructure to support this offer. The diagram below and Table 3 provide a review of the key product and infrastructure opportunities identified at local policy level.
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TABLE 3 STRATHBOGIE SHIRE: STRATEGY REVIEW Document Strathbogie Council Plan 2013-2017 Strathbogie Shire Council Plan
Strategy Ensure a coordinated and effective approach to economic and tourism development is maintained at all times. Ensure a desirable and safe destination that supports the development of tourism and hospitality enterprises that drive economic growth across the Shire.
Identified Assets / Experiences "The Horse Capital of Victoria" and thriving equine industry. Nagambie as, "The birth place of Black Caviar". Farming enterprises, environmentally sustainable, intensive agricultural industries. Goulburn River and eco-tourism activities
Identified Tourism Product Development Provide RV friendly car parking signage. Develop a tourist map of all the horse studs in Strathbogie Shire. Develop the Shire‘s tourism story and café culture. Investigate the feasibility of providing plaques on each building to advise of the history of that building. Introduce a phone app. for website with town information.
Relevant Infrastructure Projects Investigate and consult in relation to providing a link bridge from the Friendlies Reserve to Memorial Oval, over the Seven Creeks (Euroa). Support community initiative in securing funding to link the Apex Walking Track across the Seven Creeks near the Rockies (Euroa). Investigate options to provide a shared pathway connecting the Regatta Centre to the Nagambie Town Centre. Secure funding to develop options for an additional sport and recreation precinct in Nagambie.
Nagambie On Land On Water Strategy A strategic plan for the Nagambie Waterways, comprising parts of the Goulburn River, Lake Nagambie, the backwaters and the Goulburn Weir pool Nagambie Waterways Recreational and Commercial Strategy A strategic plan for issues of lake usage for individuals, clubs and agencies, and to assist in the realisation of the economic, social and environmental potential of Nagambie’s waterways Avenel 2030 Strategy Long term strategic framework and directions for future land use and development of Avenel.
24
Develop sustainable and appropriate recreation and tourism ventures for the Nagambie Waterways that will contribute to the local economy.
Activities associated with the ‘Nagambie Waterways’ comprising Lake Nagambie, the Goulburn Weir and around 40 kilometres of the Goulburn River.
Support the implementation of recreational fishing access and infrastructure projects. Provide safe and accessible areas for swimming. Support investigations to open additional areas of Nagambie Waterways for high speed boating.
Promote the Nagambie Waterways as a diverse and high quality recreation and tourism destination.
Develop an economic development overlay to assist with commercial business leases availability, tenure and opportunities.
Provide reasonable recreation opportunities for locals and visitors.
Activities associated with the Nagambie Waterways including:
Continue to support appropriate commercially viable operators onto the waterway.
Encourage community activity and social inclusion.
Unpowered boating activities (e.g. rowing, canoeing, fishing).
Attract visitors to the region, particularly those who will best support the local economy.
Powered boating activities (e.g. wakeboarding, skiing and jet skiing).
Assist and offer advice to G-MW around appropriate numbers of new commercial opportunities; including consideration of water taxis, tourism vessels, passive recreational craft hire and other suitable commercial boating opportunities.
Attract investment in the area’s infrastructure.
Fishing.
Install appropriate signage and communications regarding the location and use of public access points.
Swimming. Hunting. Rowing.
Encourage tourism development to maximise the employment & long-term economic, social & cultural benefits of developing the region as a competitive domestic & international tourist destination.
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Tourism attractions and interest in Avenel has a focus on the wine industry and Ned Kelly heritage. Scenic landscape appeal of Strathbogie Ranges. Heritage and cultural attractions. Wine production and intensive agriculture. Sports events.
A feasibility study is being undertaken into the establishment of a Ned Kelly interpretative and visitor centre at a site adjacent to the Imperial Hotel. Avenel could provide additional tourist accommodation such as bed and breakfast accommodation to cater for regional tourists, spill over effects from Nagambie and regional events.
Provision of recreation corridors and trails that provide connectivity throughout the town, offer recreational opportunities for residents and visitors and utilise natural features. Provision of a walking/pedestrian trail along Hughes Creek between the Hume Freeway and Vearings Road.
Document
Strategy
Identified Assets / Experiences Aerial and aquatic activities. Award winning wineries.
Identified Tourism Product Development
Relevant Infrastructure Projects
A tourism focus for the heritage precinct in Bank Street north of the railway line. Potential of town centre to provide an enhanced community, shopping and tourism role.
Nagambie Growth Management Strategy Management strategy from the growth of Nagambie township.
Develop and grow the town centre as a tourism destination. Make access to the town a more welcoming experience. Improve connections between the town and the lake and provide more opportunities for public access to the lake edge
A number of recreation areas (Jacobson’s Outlook, Buckley Park and Blayney Reserve) are adjacent to Lake Nagambie. Proximity of the Lake to the High Street Commercial centre. The economic benefits to Nagambie and the Shire of the Regatta Centre.
Improve the management of water-based activities, particularly in relation to safety and environmental considerations
Work with Traders to make the town more attractive as a tourism destination in its own right, and in particular develop consistent trading hours for businesses along High Street that meet local community and tourism needs. Explore commercial development opportunities available for Lake Nagambie and that provide financial, social and environmental benefits for the key stakeholders and Nagambie community. Development of a new swimming facility at Buckley Park. Creation of mooring area at Jacobson’s Outlook.
Provide a variety of recreation opportunities as the town grows
Realising the social and economic potential of the Lake for tourism. Development of commercial operations on Lake Nagambie such as tourist vessels, water taxis and hire boats. Creation of consolidated launching areas that can accommodate a number of complimentary uses.
Strathbogie Shire MSS Strathbogie Shire Planning Scheme
Encourage tourism related development that promotes employment, tourism and recreational opportunities. Strengthen the retail and business sector of the service towns. Facilitate development of the tourism sector through strategies that protect the natural environment, heritage and town character, promote tourist related industries and strengthen tourism links with surrounding municipalities located in the region.
The scenic landscape appeal of the Strathbogie Ranges, Lake Nagambie and the Goulburn River.
Promote and encourage the ongoing growth of the food and wine sectors.
Heritage attractions.
Promote and encourage the ongoing growth of the Equine Industry.
Emerging industries include wine production and intensive agriculture such as herb production. Mitchelton and Tahbilk wineries. Conferencing and events.
Encourage the use and development of land for tourist activities in rural areas that are associated with or complement the use of land for agricultural purposes.
Develop a signage strategy for Nagambie, in partnership with Nagambie Lakes Tourism and VicRoads, to provide interpretive and directional signage to key tourist destinations, amenities, pedestrian links, car parks and transport stop locations. Provide facilities for smaller boats to use Lake Nagambie, through the design of car and trailer parking areas and boat ramps. Investigate the costs and benefits of developing a swimming facility in Buckley Park. Create on-shore areas where fishing is encouraged. Investigate options for the strengthening or replacement of the vehicular bridge between Buckley Park and Blayney Lane when required. Protect and facilitate the future operation and development of the Mangalore Airport. Enhance the tourism potential of major urban centres including Euroa, Nagambie, Avenel and Violet Town by facilitating improvements to the functions, design and presentation of these town centres and entrances.
Aerial pursuits, such as air ballooning, gliding, skydiving and helicopter flights. The Nagambie Lakes Regatta Centre attracts both major and minor events such as the National Championships and the annual Heads of the River Regatta.
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3 . 9. MURRINDI NDI SHIRE There is strategic policy support at a local level for the development of the infrastructure and experience that can support tourism development in Murrindindi Shire. Much strategic focus in the Shire has been on reconstruction and regeneration of key infrastructure and facilities following the 2009 bushfires. The rebuild of this infrastructure is underway and is supported in strategic policy by flagship projects such as the Y Water Centre in Yea and proposals for a major conference facility with accommodation in Marysville. The diagram below and Table 4 provide a review of the key product and infrastructure opportunities identified at local policy level.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
TABLE 4 MURRINDINDI SHIRE: STRATEGY REVIEW Document Murrindindi Council Strategic Plan and Resource Plan 20132017
Strategy Increase the economic, social and cultural benefits to the Shire of a growing tourism sector. Realise a five per cent per annum increase in day trips.
Identified Assets / Experiences National Parks and State Forests Fertile farming land. Goulburn River. Lake Eildon.
Identified Tourism Product Development Assess the feasibility of extending the Great Victorian Rail Trail from Alexandra to Eildon. Support event managers in the establishment and delivery of new tourism events across the Shire.
Relevant Infrastructure Projects Finalise and commence implementation of, the Great Victorian Rail Trail Integrated Identity, Interpretative and Wayfinding Strategy.
Support the establishment of the accredited Visitor Information Centre as part of the Y Water Centre at Yea Wetlands. Promote access to tourism event funding through the Marysville and Surrounds Marketing and Events Program. Promote visitation to the Shire through development and distribution of marketing materials and attendance at promotional expos in partnership with GRVT.
Murrindindi Economic Development Strategy 2011-2016 Strategic plan for the growth of the economy in the Shire.
To generate sustainable growth in tourism based revenue for local businesses, leveraging Murrindindi Shire’s natural assets, proximity to Melbourne and links with neighbouring regions, particularly through Goulburn River Valley Tourism and the Yarra Valley and High Country Tourism peak bodies; thus creating opportunities for employment and attracting more people to live and/or work in Murrindindi Shire.
National and State Parks. Lake Mountain Alpine Resort. Lake Eildon. The Goulburn River and tributaries. Farm gate agriculture sector. Unrivalled opportunities within 1-2 hours of Melbourne.
Build on the Great Victorian Rail Trail, Lake Mountain & Bowden Spur mountain bike infrastructure and various bike events to establish the shire as a destination of first choice for the growing cycling market. Develop product focused material to support touring routes, e.g. waterfalls tour and walking/bike trails. Develop an approach to better link businesses and attractions together, through the use of “packages” and support material (eg. maps, brochures, web based and mobile applications). Actively support development of new accommodation options and conference centres, particularly the Lake Mountain Eco-Lodge, Marysville Conference Centre and Mt Pinniger Resort.
Investigate the potential link to the Toolangi Forest, Snobs Creek Freshwater and the Yea Wetlands Discovery Centres. Work in conjunction with VicRoads to ensure towns, major facilities and tourist attractions have appropriate signage (i.e. ensuring visitors are appropriately directed, while minimising impact on the natural environment). Build a business case for the southern east-west transport link through the shire in readiness for future funding opportunities.
Employ a full-time Events Coordinator/Manager clearly differentiate between local and tourism focused events. Consider the potential to encourage investment in one or more significant man-made attractions. Support the rezoning of Goulburn Murray Water (GMW) land adjacent to the dam wall at Lake Eildon (i.e. Mt Pinniger) to facilitate the development of a resort.
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Document Kinglake Ranges, Flowerdale and Toolangi Plan and Design Framework A vision for a sustainable future for the local communities of Kinglake, Kinglake West, Pheasant Creek, Flowerdale (including Hazeldene) and Toolangi (including Castella).
Strategy Develop a unifying brand identity, building on the environmental and cultural assets of the area, to attract investment and visitors to the area.
Identified Assets / Experiences
Identified Tourism Product Development
Kinglake National Park.
Opportunities:
State forests.
Home-based and farm gate businesses.
Niche agricultural production.
Tourist facilities including host farms, bed and breakfast and retail.
Encourage small, creative enterprises in tourism, creative arts, home-based businesses, overnight visitor accommodation and farm enterprises/markets that showcase local produce.
Relevant Infrastructure Projects Enhance the landscape character of towns and local settlements through better integration of landscape and built form and streetscape improvements in town centres.
New enterprise in creative and cottage industries; accommodation, food and hospitality, outlets for small producers such as farmers markets and farm gates and festivals and events.
Improve walking and cycling access between and within townships.
Provide a major accommodation/conference facility to build local confidence.
Rebuilding of natural attractions such as Steavenson Falls and Lake Mountain drawing visitors to the Triangle.
Encourage sustainable agri-business including innovative horticulture, niche and organic farming, and farm gate and tourism-oriented businesses Develop a tourism and recreational offer based on the Kinglake National Park and other natural assets that encourages tourists to visit townships, provides local employment, and protects and enhances the natural assets.
Marysville and Triangle Economic Recovery Strategy An economic recovery strategy to rebuild the economy following the 2009 bushfires.
Rebuilding natural attractions, bringing back a broad range of infrastructure and amenities, and developing a multi-faceted events calendar.
An identifiable brand personality is critical for Marysville and the Triangle, supported by consistent marketing and promotion, and a coordinated tourism approach.
Lake Mountain. Stevenson Falls. Lady Talbot Drive.
Assist the development of Lake Mountain as a year-round venue - new experiences – e.g., path from Lake Mountain to Marysville.
Bruno’s Garden.
Marysville Township.
Progress on bushfire recovery.
Assessment of range of interpretive walks available completed – and range of interpretive walks in town and along trails promoted
Local and Triangle interpretative tours and information (iPhone audio tour app, self-guided audio tours device, brochures).
A strong economic leadership team including key members of the local business community.
Establishment of an events calendar with promotion and support from neighbouring regions.
A stimulus and incentives package to kick-start the private sector rebuild.
Rebuilding of township business and streetscape / signage infrastructure.
Enhance facilities for visitors - Cafe and dining, Visitor information, Interpretive walks, Mountain bike trails.
A phased recovery approach is needed in driving a tourism-led recovery.
Establish regular events - Granite grind, Music Festival. One iconic event and four major events per year running/established. Kinglake Ranges Economic Recovery Strategy An economic recovery strategy to rebuild the economy following the 2009 bushfires.
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To encourage population return and develop a sustainable economic future. Improve local telecommunications and utility infrastructure. Facilitate effective urban design to connect precincts and better manage traffic flow.
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Kinglake National Park. Nature-based tourism – Waterfalls, Bushwalking and hiking, Camping, Picnicking. Adventure tourism - Horse riding/equestrian, Cycling, Mountain biking, Adventure camp.
There is considerable community support for the development of a multi-dimensional visitor centre, with Frank Thomson Reserve commonly named as a potential site. Bollygum Park Adventure Playground Based on the Bollygum story, ‘set in wet bushland with flora and fauna and a rural-urban-fringe setting just like the Kinglake Ranges.
Streetscaping and signage from the western entry point to WhittleseaKinglake Rd, through the Kinglake West/Pheasant Creek industrial/commercial precinct to improve appearance and traffic management. Improve safety for pedestrian access to services on foot or bicycle.
Document
Strategy
Identified Assets / Experiences
Identified Tourism Product Development
Relevant Infrastructure Projects
Define and build awareness of the value proposition of the Kinglake Ranges as a place to visit
Arts and crafts - Specialist nurseries, Galleries and arts exhibitions, Antiques and collectables, House of Bottles.
Create nature based tourism ‘magnets’ to attract sustained visitation.
Food and produce - Pick-your-own berries, Kinglake Raspberry Fair, Kinglake Market.
Kinglake Resort Located near Pheasant Creek, the resort plans include a conference centre, day spa, restaurant and recreational facilities. Designs include a natural amphitheatre, olive grove and adjacent lake to complement the natural environment.
Landscaping and streetscape to improve the appearance of the main street precinct, including adequate parking for locals and tourists, and providing improved visitor amenities.
Provide a vibrant visitor experience through a more effective coordinated effort and service levels.
Enhance infrastructure for soft adventure and recreation tourism associated with the naturebased experience created by the Kinglake National Park. Tie-ins with other cycling events, e.g. Herald Sun Tour, could assist in raising awareness of the Kinglake Ranges as a cycling and recreational tourist destination. Infrastructure for motocross, BMX and horse riding. Dedicated facilities for off road bike and motocross activities would assist in preventing adverse impacts on the environment. Creation of an events calendar, including annual Kinglake Ranges events that are inclusive and showcase local businesses and community groups.
Marysville and Surrounds Tourism Events and Marketing Package 2011-2014 Bushfire recovery package.
The purpose of the package is to: Increase visitation to Marysville and the surrounding region.
Financial support packages for bushfire recovery based on Administration and Support, Events Support and Marketing and Advertising.
Leverage the attraction of surrounding towns for year 1-2 and focus on Marysville in years 3-4. Support the marketing of new and existing businesses. Develop a new brand identity. Improve the long term viability and resilience.
Business Community Marketing Plan: Alexandra, Yea, Eildon
Improving business and marking presence in the townships.
A series of marketing proposals, including:
The provision of consistent signage.
The formation of a joint marketing group. The use of Apps and technology. Creating a range of tourist itineraries. Investigate tourist / food trails such as Farm gate sales, Wineries and cellar doors, Cafes and restaurants and Produce markets. Cross promote through events. Turning businesses into informal VICs.
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Document
Strategy
Identified Assets / Experiences
Identified Tourism Product Development
Relevant Infrastructure Projects
Market direct to target market segments. Consolidate trading hours. Murrindindi Planning Scheme MSS
Develop policies and overlays that protect the major landscape features of the Shire. Protection and recognition of sites and structures of heritage significance based on a heritage study. Protection of water quality and environmental degradation in relation to new developments.
National parks (Lake Eildon, Kinglake) State parks (Cathedral) The major river systems (Goulburn, Rubicon, Big, Yea, Murrindindi, King Parrot, Acheron) Eildon Township. Lake Eildon. Marysville. Lake Mountain Alpine Resort. Sites and structures of heritage significance.
Facilitate tourist uses and developments that are linked to the natural environment. Facilitate recreational and tourism activities that attract tourists year round. Capitalise on the significant tourism and economic benefits provided by visitors to the municipality, including the potential for Yea to capitalise on its strategic location to capture passing trade. Ensuring Marysville is rebuilt as a scenic mountain village located in an attractive setting in the Steavenson River valley enclosed by vegetated forest and hills. Ensuring Marysville has a strong image and role as tourist centre with the presence of large accommodation developments, conference facilities, guest houses and complementary tourist facilities. Expand beyond the natural resource based tourism in Marysville to broaden the current seasonal based tourism sector.
Develop thematic signage for all tourist establishments, venues and places of interest. Investigate and nominate preferred location of future active playground, open space and pedestrian, bicycle and equestrian trails in Kinglake. Provide for open space, recreation and environmental corridor linkages through the preparation and approval of outline development plans. Possible provision of bypass routes for Alexandra. Steavenson River and tributaries provide an important landscape and public open space network through Marysville which will be expanded and enhanced through the rebuilding process. General streetscape improvements and rebuilding.
Marysville will aim to increase tourism visitation in the future, consolidating itself as a year round tourist destination. Develop the Yea River and wetlands for additional recreational and environmental purposes, including the development of the police paddocks land. Redevelop Marysville’s large accommodation and former guest houses and resorts sites within landscaped gardens.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
 3 . 10 . MI TCHE LL SH IRE Policy in Mitchell Shire supports an individual town approach to promoting and developing the tourist offer, due to the diversity and tourism potential of towns across the Shire. Heritage buildings in towns such as Kilmore and Seymour are recognised as important assets, whilst the equine and sporting (including motor sports) strengths of the regions are recognised and proposed for continued development. Other townships which are key urban growth locations, such as Wallan, are recognised as important gateway locations. The diagram below and Table 5 provide a review of the key product and infrastructure opportunities identified at local policy level.
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TABLE 5 MITCHELL SHIRE: STRATEGY REVIEW Document Mitchell Shire Council Plan 2013-2017
Strategy Support Mitchell’s recognition as a tourist destination.
Identified Assets / Experiences Natural assets, agriculture, industry.
Identified Tourism Product Development Vietnam Veterans Commemorative Walk -Stage 2. New tracks and trails.
Sustainable growth and development - Shaping communities through forward planning and well built and maintained facilities and infrastructure.
The strategy seeks to advocate to State Government for:
Strong reputation and economy supporting local tourism and economic development opportunities. Mitchell Shire Tourism Strategy 2010 - 2015 A strategy to guide the actions of the Economic Development Unit and Council in developing and promoting tourism within Mitchell Shire over the next 5 years.
The aim of this tourism strategy is to facilitate Mitchell Shire becoming a recognised tourist destination and to successfully promote townships within the Shire. By 2015 Mitchell Shire’s towns will be well known and effectively branded, with well developed tourism product, supported by effective cooperative marketing.
Identified Infrastructure Requirements Upgrade roads, streets and footpaths within the Shire.
Overall – Historical attractions (buildings in Kilmore and Seymour), Heritage Railway and Tramways, Transport connections, Natural attractions (Goulburn River, State Forests, Parks, Walking trails, The Australian Light Horse Memorial Park, Tooborac rocks), Events (Tastes of the Goulburn, Seymour Alternative Farming Expo, Wandong Country Music Festival, Kilmore Celtic Festival, Wallan Market, Tallarook Farmers Market), Sporting venues (Kilmore and Seymour Racing Clubs, Hume International Raceway, Broadford’s State Motorcycle Sports Complex). Kilmore - heritage buildings, International School and Assumption College, the Kilmore Racing Complex. Seymour/Puckapunyal - the Goulburn River (underutilised), railway and military history, heritage railway centre, army base at Puckapunyal and an historic The Australian Light Horse Memorial Park on the Goulburn Valley Highway, a number of small wineries and vineyards are located in and around Seymour.
Support MSC Recreation Department to develop walking tracks/trails, parks and reserves. Support RV Friendly Town initiative in Seymour. Redevelopment of existing products and a broader accommodation offering. Support for industry development and training programs. Conduct marketing and promotional activities which promote Mitchell Shire towns individually rather than a whole shire marketing approach. Develop and promote an events calendar.
Telecommunication improvements.
Improvements to public transport.
National Broadband Network rollout.
Improve key infrastructure such as signage. Work with VicRoads and local business to improve tourism and service signage throughout Mitchell Shire towns. Upgraded Visitor Information Centres in the north and South of the Shire – including a new purpose-built, accredited Visitor Information Centre in Wallan Support a Recreational Vehicle EzyDump Point.
Attract new events including military heritage and water based events.
Broadford area - State Motorcycle Sports Complex, heritage features, natural surroundings, including Mt Piper and the rare species of Ant-blue butterfly. Wallan - gateway to the Mitchell Shire on the Northern Highway. Tooborac - rocky outcrops, the Shelmerdine Winery, Tooborac Hotel and Brewery. Pyalong - historic trestle rail bridge and rocky outcrops surrounding the township. Wandong and Heathcote Junction - Wandong annual Country Music Festival. Tallarook - Tallarook State Forest, monthly Farmers Market, starting point for the Great Victorian Rail Trail.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Document
Strategy
Identified Assets / Experiences
Identified Tourism Product Development
Identified Infrastructure Requirements
Trawool - access to the Goulburn River, Trawool Valley Resort, the only conference centre in the Mitchell Shire. Beveridge - Ned Kelly’s childhood home. Mitchell Shire Economic Strategy (2010) A strategic framework for interventions by Mitchell Shire Council to achieve economic and tourism development in the municipality.
Support investment and development opportunities for Seymour as identified in the Strategy and advocate for Seymour to be designated as a Regional City for the purposes of State government economic planning. Support and promote the local equine industry and investigate opportunities to expand this industry sector.
Undertake a review of rural lands to facilitate viable enterprises and to support potential agricultural-related tourism opportunities. Support regional initiatives to develop the equine industry (horse racing, training, events etc) including support for the installation of a synthetic track at Kilmore. Work with the Broadford’s State Motorcycle Sports Complex and local industry to assist in facilitating the development of an automotive testing/research cluster at this location.
Prepare and implement a Branding Strategy for Mitchell Shire. Ensure that the planning system works efficiently to facilitate sustainable development. Mitchell Shire Sports Development Plan (2011) The Plan focuses on the current and future planning for sports facility provision and management. Mitchell Shire Planning Scheme MSS
Investigate the feasibility of establishing a new Regional equestrian centre within Mitchell Shire – which could attract national and international events.
Support and develop the tourism industry by encouraging new uses that promote or assist local tourist attractions and visitation.
Seymour:
Enhance the range of attractions based on the rail heritage, wineries, the natural attractions such as the Tallarook Ranges and bushland parks, the variety of heritage buildings and sites, Puckapunyal and the Goulburn River and its surrounds by supporting and encouraging appropriate development initiatives.
Long-term development and maintenance of the Goulburn River The need for more comprehensive public transport linkages between townships Improving rail services including (potentially) fast rail services to Seymour and commuter services which connect the southern part of the Shire to Metropolitan Melbourne Northern Highway duplication at Kilmore.
Council will facilitate the provision of a range of sporting facilities across the Mitchell Shire to firstly, ensure that the community has access to a variety of different sporting opportunities, and secondly, to cater for different levels of sporting competitions and needs.
Encourage the development of tourist related industry (services such as motels, gift shops, local craft stores) to further support the existing and potential tourist attractions.
Ensure that Visitor Centres, gateways, signage, and Council publications reflect the new Shire and Township branding.
Seymour Equestrian Centre – develop a new sand arena and showjumping arena. Kilmore Racecourse – construct a new sand arena.
Encourage the development of tourist related industry (services such as motels, gift shops, local craft stores).
Improve the attractiveness of towns by the enhancement of their appearance, traffic circulation, urban design and parking.
Enhance the range of attractions based on the rail heritage, wineries, the natural attractions such as the Tallarook Ranges and bushland parks, the variety of heritage buildings and sites. Kilmore: Incorporate rest areas, truck stops and other such tourist facilities at appropriate locations. Encourage and facilitate the horse industry and related activities on appropriate locations within the surrounds of the existing racecourse. Broadford: Maintain and encourage the expansion of the existing nature walks through the development of a trail strategy and acquiring land as development occurs.
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V ISITOR P ROFILE
4.
4 . 1. INTRODUCTION
NVS AND IVS DATA COLLECTION
This section provides an assessment of visitation and visitor trends in the GRV region. It draws
NVS and IVS visitation data has been averaged for the year ending 2008 to the year ending
on data collected from Tourism Research Australia’s National Visitor Survey (NVS) and
2012 and has been aggregated for each municipality across the region to ensure statistically
International Visitor Survey (IVS), as well and Urban Enterprise’s PAVE visitation model; to
relevant sample sizes and to allow for anomalous results within the annual survey.
provide trend and demographic data for domestic and overnight visitors to the region.
The data collected from Tourism Research Australia’s National Visitor Survey (NVS) and
Analysing visitor markets provides a snapshot of visitor market trends and preferences across
International Visitor Survey (IVS) is taken from the Goulburn River Valley Tourism and Upper
the region. It enables analysis of the visitor market profile that will frame the identification of
Yarra Regions Statistical Area 2. This sample was created to compare and analyse the data in
target market segments and tourism product/infrastructure opportunities.
the most effective and comparative manner. Figure 4 illustrates the Local Government Areas
An overview of visitation to the GRV region in 2012 uses the Urban Enterprise PAVE model. The PAVE model estimates visitation to small areas by using a range of datasets including data
and the relevant Statistical Area 2 areas that constitute GRV Region. It also illustrates the statistical sub-regions used in the data sample.
from Tourism Research Australia, the Australian Bureau of Statistics as well as primary
Regional comparisons have been made with surrounding tourism areas including Gippsland,
research undertaken by Urban Enterprise into the holiday home sector.
High Country, Central Murray, Spa Country and Macedon Ranges and also Regional Victoria
The PAVE analysis has been prepared to present a more holistic representation of visitation to
in order to identify any similarities and differences when compared to the GRV region.
the region. Relying on Tourism Research Australia’s NVS/IVS data in isolation does not
Australian residents are interviewed annually about their travel for the NVS, capturing interstate
provide an accurate account of total visitation to the GRV region for the following reasons:
and intrastate visitation. The information NVS provides includes visitor destinations, origins, activities, nights spent, travel methods, activities and expenditure. The IVS is conducted in the
IVS and NVS data does not capture visitation for persons 14 years and under; and
Sampling methods for the NVS do not effectively capture holiday home visitors, due to
Perth, Adelaide, Darwin and the Gold Cost. 40,000 departing tourists are interviewed about
the biased nature of holiday home ownership.
their time in Australia.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
departure lounges of 8 international airports in Australia: Sydney, Melbourne, Brisbane, Cairns,
FIGURE 4 GRV REGION DATA COLLECTION AREAS
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4 . 2. SUMMA RY OF KEY FINDING S Analysis of the visitor data provides context for visitor markets in the region, when compared to
PURPOSE OF VISIT
The majority of overnight visitors to the region visited for holiday/leisure or to visit friends and relatives. Key trends illustrate:
other regional tourism destinations. It provides analysis of visitor origin, purpose of visit, activities undertaken and the profile of visitors. The key themes to emerge from the National
and International visitor data are:
Nagambie (65%) and Alexandra/Marysville/Eildon (76%).
Daytrips are important to the region, driven by proximity to Melbourne and potentially a
lack of overnight product to generate overnight visitation.
A regional comparison of the purpose of visit for domestic visitors illustrates that the GRV region has a high proportion of day and overnight visitors that are visiting friends and
and Relatives (VFR) market is critical to the region, highlighting the importance of this
relatives when compared to other tourism regions, demonstrating the importance of this
market when providing visitor product and experiences.
market when targeting visitor product.
Social activities are popular in the region, driven by the VFR market. Nature based
and Seymour.
business purposes (12%).
couples and ‘Families with young children’ are the key market segments for regional
A more detailed analysis of visitation data illustrates that: OVERALL VISITATION
The GRV region attracted approximately 3.3 million visitors in 2012.
Greater Shepparton attracted the largest number of visitors (36% of all visitation) followed
International visitors to the GRVT region generally visit the region for holiday and leisure purposes (48%). However, there is also relatively strong visitation for VFR (23%) and
Lifecycle visitation demonstrates that ‘Older working married’, ‘Non-working married’ visitation.
When compared to other regions, GRV exhibits significantly higher business visitation, driven by proximity to Melbourne and major business and service centres at Shepparton
The majority of visitors to the region stay for one night, illustrating the impact of the short stay / short break market to the region.
VISITOR ACTIVITIES
Analysis of the activities undertaken by visitors to the region demonstrates that:
The international visitor survey illustrates that the largest proportion of international
Nature based activities are popular in Alexandra/Marysville/Eildon, Kinglake Ranges and Yea and surrounds due to the abundance of natural assets and proximity to the High Country.
a major business and service centre and the role of the Marysville area as a popular tourism destination.
Social and other activities are the most popular general category of activity undertaken across the region.
by Alexandra/Marysville/Eildon (25%), illustrating the strength of Greater Shepparton as
The strength of the business market in Shepparton, Seymour and Euroa.
Whilst holiday/leisure visitation is strong in traditional destinations, the Visiting Friends
experiences are also important for visitors to the region.
The importance of the VFR market in areas with a large population base such as Kilmore/Broadford and Seymour.
The major service centre of Shepparton, along with traditional holiday destinations such as Marysville are major drivers of visitation in the region.
Strong holiday and leisure visitation in traditional holiday destinations such as
Shepparton & Surrounds has a high level of shopping activity (23%) driven by the large retail catchment and the quality of amenity in the area.
visitors visit Shepparton, likely driven by business markets, backpackers and international touring visitors. 36
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Eating out at restaurants and visiting friends and relatives are the most popular social
activities undertaken by visitors.
relatives (68%), followed by Alexandra/Marysville/Eildon (57%) and Greater Shepparton (51%).
13% of visitors visit National Parks in Kinglake Ranges, much higher than National Park visitation in other regions, owing to the strength of Kinglake National Park.
region as a wine producing destination. LENGTH OF STAY
Kilmore/Broadford exhibits the longest average length of visitor stay with 3.35, which potentially reflects the strong VFR visitation and large population base.
34% of visitors to Greater Shepparton are accommodated by a Hotel, resort, motel or motel inn, reflecting the large stock of commercial accommodation in Shepparton.
14% of visitors in Nagambie visit wineries, which represents significantly higher visitation than other sub-regional destinations which reflects the strength of the sub-
Kilmore/Broadford has the highest proportion of visitors staying with friends and
Caravans and or camping are a popular type of accommodation used by overnight visitors in Nagambie (22%) and Euroa (21%).
19% of visitors to Kinglake Ranges stay in a caravan or camp near a road or on private property, reflecting a lack of commercial accommodation options in the area.
17% of visitors own their own property in Alexandra/Marysville/Eildon and 12% in Yea and Surrounds, reflecting holiday home ownership in these destinations.
Yea & Surrounds and Kinglake Ranges demonstrate the shortest average stay which may reflect the lack of a critical mass of accommodation stock in these sub-regions.
This data will frame the selection of key target market segments and will influence the identification of key product opportunities across the region.
The GRV Region has a high number of 1 night visitors when compared to other comparable tourism regions, illustrating the importance of the short stay / short break market to the region. This reflects the proximity to Melbourne and is important in driving the development of tourism products and experiences. It also highlights the opportunity to convert 1-2 to night stays into longer visits which will drive yield.
BACKPACKERS
Euroa and Strathbogie Ranges attract the highest proportion of backpackers in the region with 39%, followed by Kinglake with 33%, Alexandra/Marysville/Eildon with 32% and Shepparton & Surrounds with 25%.
A comparison of regional destinations highlights that the GRV region has a higher proportion of backpacker when compared to other areas.
ACCOMMODATION TRENDS
Analysis of accommodation trends across the GRV region data demonstrates that visitors to the region are most likely to stay at a friends or relatives property, reinforcing the strength of the VFR market in the region. Other key trends demonstrate that:
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Figure 5 illustrates the proportion of visitation to the sub-regions in the Goulburn River Valley.
4 . 3. G RV RE GION V IS ITA TION (PA VE)
Shepparton & Surrounds experiences the highest visitation with 36% of total visitation.
Table 6 summarises the total number of visitors to the GRV region in 2012, using Urban Enterprise’s PAVE model. The GRV region attracted over 3 million visitors in 2012, with 1.9m
FIGURE 5 % AVERAGE VISITATION PER ANNUM TO GRV
day trips per annum and 1.3m overnight visitors. The data illustrates the strength of Shepparton as significant visitor destination, reflecting its Greater Shepparton
role as major business and service centre, with a large population base. A high level of
36%
visitation is also recorded in Alexandra/Marysville/Eildon, which is traditionally a popular tourism destination.
Alexandra/Marysville/Eildon
25%
TABLE 6 GRV VISITATION (PAVE) Kilmore/Broadford Sub‐Regional Destination
Overnight Visitors
Daytrip Visitors
Total Visitors
Kinglake Ranges
9,785
77,000
86,785
Yea and Surrounds
86,911
105,000
191,911
Euroa and Strathbogie Ranges
92,146
89,000
181,146
Seymour and Surrounds
92,617
152,000
244,617
Nagambie
131,880
133,000
264,880
Kilmore / Broadford
97,477
217,000
314,477
Alexandra / Marysville / Eildon
254,606
564,000
818,606
Shepparton & Surrounds
545,795
634,000
1,179,795
1,311,218
1,971,000
3,282,218
10%
Nagambie & Surrounds
8%
Seymour & Surrounds
GRV Region ‐ Total Data Source: PAVE, Urban Enterprise 2012
7%
Euroa & Strathbogie Ranges
6%
Yea & Surrounds
6%
Kinglake
3%
Data Source: PAVE, Urban Enterprise 2012
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
4.4.1. REGIONAL COMPARISON - PURPOSE OF VISIT
4 . 4. P URPO SE OF V ISI T – OVERNIGHT VISITORS The following data relates to the purpose of overnight and daytrip visitation for domestic visitors
Figure 6 provides a regional comparison of the purpose of visit for domestic overnight visitors.
in the GRV Region. Table 7 highlights the purpose of visit in each sub-regional destination across the GRV region. The majority of overnight visitors to the region visited for holiday/leisure or to visit friends and relatives.
The data highlights strong holiday and leisure visitation in traditional holiday
High Country and Upper Yarra have a high proportion of holiday and leisure visitors, with 66% and 67% respectively, reflecting their strength as primary tourism destinations. The GRV Region has a high percentage of overnight visitors that are visiting friends and relatives when compared to other tourism regions. This demonstrates the importance of this
destinations such as Nagambie (65%) and Alexandra/Marysville/Eildon (76%). It illustrates the importance of the VFR market in areas with a large population base such as Kilmore/Broadford, Seymour, Euroa and the Kinglake Ranges. It demonstrates the strength of the business market in Shepparton, Seymour and Euroa.
market to the region when providing visitor product and experiences. It also highlights the importance of the business visitation market when compared to other regions, driven by a proximity to Melbourne and major business and service centres at Shepparton and Seymour. FIGURE 6 OVERNIGHT VISITORS
TABLE 7 PURPOSE OF VISIT – OVERNIGHT Holiday or leisure
Visiting friends and relatives
Business
Other
Shepparton & Surrounds
46%
17%
29%
7%
Seymour & surrounds
46%
29%
22%
2%
Euroa & Strathbogie Ranges
38%
35%
23%
5%
Kilmore/Broadford
22%
62%
13%
4%
SA2
(OVERNIGHT)
Holiday and leisure 10%
Visiting friends and relatives 8%
7%
26%
26%
66%
67%
Business 6%
8%
20% 34%
34%
43% 46%
61%
58%
47% Nagambie
65%
25%
5%
5%
Alexandra/Marysville/Eildon
76%
19%
2%
3%
Kinglake ranges
33%
56%
7%
5%
Yea & surrounds
54%
32%
9%
5%
34%
Gippsland
Goulburn River High Country Valley
Upper Yarra
Central Murray Spa Country & Macedon Ranges
Data Source: Tourism Research Australia, NVS
Data Source: Tourism Research Australia, NVS
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4 . 5. P URPO SE OF V ISI T – DAYT RIPS
4.5.1. REGIONAL COMPARISON - PURPOSE OF VISIT (DAYTRIPS)
Table 8 illustrates that the majority of daytrip visitors are visiting the GRV Region to visit friends
Figure 7 represents the regional comparison of purpose of visit for domestic daytrip visitors.
and relatives, or for holiday and leisure.
The GRV Region, Spa Country & Macedon Ranges and Gippsland have a large number of visitors visiting the region for holiday and leisure and to visit friends and relatives.
TABLE 8 PURPOSE OF VISIT – DAYTRIP
Compared with other regions, the GRV Region has a low percentage of people visiting the region for a holiday (25%). However, the GRV region has the highest percentage of visitors
Holiday or leisure
Visiting friends and relatives
Business
Other
Shepparton & Surrounds
65%
19%
7%
9%
Seymour & surrounds
32%
38%
18%
12%
Euroa & Strathbogie Ranges
35%
45%
16%
3%
SA2
visiting the region to visit friends and relatives (58%) or for business purposes (17%). FIGURE 7 PURPOSE OF VISIT - DAYTRIP
Holiday and leisure
14% Kilmore/Broadford
34%
59%
4%
17%
Visiting friends and relatives 10%
3%
5%
Business 9%
28% 37%
33% Nagambie
44%
38%
11%
6%
49%
46% Alexandra/Marysville/Eildon
79%
15%
5%
2%
Kinglake ranges
49%
39%
5%
7%
58%
67% 57%
Yea & surrounds
41%
42%
2%
14%
6%
56% 43%
41% 25%
. Data Source: Tourism Research Australia, NVS
Gippsland
Goulburn River High Country Valley
Upper Yarra
Central Murray
Spa Country & Macedon Ranges
Data Source: Tourism Research Australia, NVS
40
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
4 . 6. P URPO SE OF VISIT - INTERNA TIONA L
4 . 7. ACTIVITIES UNDERTAKEN
Figure 8 demonstrates the purpose of visit for international visitors to the GRV region. A higher
Table 9 provides a snapshot of the activities undertaken by visitors to the GRV region for
proportion of international visitors enter the region for holiday and leisure purposes (48%),
domestic overnight and daytrip visitors. It is important to note that the results show all activities
however, the data demonstrates that there is also strong representation for the VFR (23%) and
undertaken by visitors during their stay in the regions and that visitors may participate in more
business markets (12%).
than one activity during their visit. TABLE 9 ACTIVITIES UNDERTAKEN – OVERNIGHT AND DAYTRIP
FIGURE 8 PURPOSE OF VISIT – INTERNATIONAL VISITORS
48%
23%
12% 7% Holiday
Visiting friends and relatives
Business
Data Source: Tourism Research Australia, NVS
Employment
6%
4%
Other
Education
Activity
Shepparton & Surrounds
Seymour & surrounds
Euroa & Strathbogie Ranges
Kilmore/ Broadford
Nagambie
Alexandra/ Marysville/Eildon
Kinglake ranges
Yea & surrounds
Eat out at Restaurants (S)
28%
27%
32%
24%
29%
24%
20%
25%
Visit friends and relatives (S)
27%
38%
33%
47%
22%
15%
25%
29%
Go shopping (S)
23%
7%
7%
5%
5%
6%
5%
7%
General sightseeing (S)
8%
12%
13%
11%
13%
19%
13%
14%
Pubs, clubs, discos (S)
6%
5%
6%
5%
5%
6%
3%
7%
Bushwalking (N)
1%
1%
2%
2%
1%
8%
9%
6%
Visiting national parks (N)
1%
1%
0%
1%
1%
8%
13%
4%
Going to markets (A)
1%
2%
4%
1%
2%
2%
4%
1%
Go fishing (Sp)
1%
2%
0%
0%
2%
6%
1%
4%
Picnics or BBQs (S)
2%
4%
2%
4%
6%
5%
7%
3%
Visit wineries (A)
1%
1%
1%
1%
14%
1%
0%
0%
S=Social and other, N=Nature‐based, Sp=Sports and outdoor, A=Arts and Culture Data Source: Tourism Research Australia, NVS
GOULBURN RIVER VALLEY TOURISM
APRIL 2014
41
Analysis of the activities undertaken by visitors to the region demonstrates that:
Social and other activities are the most popular general category of activity undertaken across the region.
Nature based activities are popular in Alexandra/Marysville/Eildon, Kinglake Ranges and Yea and surrounds due to the abundance of natural assets and proximity to the High Country.
Shepparton & Surrounds has a high level of shopping activity (23%) driven by the large retail catchment and the quality of amenity in the area.
Eating out at restaurants and visiting friends and relatives are the most popular activities of visitors.
4 . 8. LE NGTH OF STAY 4.8.1. DOMESTIC OVERNIGHT VISITORS Table 10 demonstrates the average length, in nights that domestic visitors stay in each municipality of the GRV Region. Kilmore/Broadford exhibits the longest average stay with 3.35 nights, which potentially reflects the strong VFR visitation in the region and large population base. Yea and surrounds and Kinglake Ranges exhibit the shortest average stay which may reflect the lack of a critical mass of accommodation stock in these sub-regions. TABLE 10 AVERAGE LENGTH OF STAY
13% of visitors visit National Parks in Kinglake Ranges, much higher than National Park
SA2
Avg. Domestic visitor nights
visitation in other regions, owing to the strength of Kinglake National Park. Shepparton & Surrounds
2.27
Seymour & surrounds
2.95
Euroa & Strathbogie Ranges
2.95
Kilmore/Broadford
3.35
Nagambie
2.27
Alexandra/Marysville/Eildon
2.68
Kinglake ranges
1.98
Yea & surrounds
1.93
14% of visitors in Nagambie visit wineries, which represents significantly higher visitation than other sub-regional destinations which reflects the strength of the region and wine producing destination.
The data highlights the diversity of the region in its product offer, but also again reinforces the importance of providing activities to cater for social and VFR markets, which are critical to regional visitation.
Data Source: Tourism Research Australia, NVS
42
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
4.8.2. LENGTH OF STAY FOR DOMESTIC OVERNIGHT VISITORS
4 . 9. BA CKPACKE RS
Figure 9 illustrates the regional comparison of the number of nights stayed across the region. All tourism regions have more than 50% of domestic visitors staying 1-2 nights. The GRV
4.9.1. GOULBURN RIVER VALLEY TOURISM
Region has the highest number of 1 night visitation at 44%, followed by Gippsland and High
Figure 10 provides a snapshot of backpacker visitation to the GRV Region. It demonstrates that
Country (35%).
Kinglake Ranges attracts the highest proportion of backpackers with 39%, followed by Yea &
The data illustrates that the short stay / short break market is critical to the visitor economy in
Surrounds with 32%, Shepparton & Surrounds with 32% and Seymour & Surrounds with 25%.
the region. This reflects the proximity to Melbourne and is important in driving the development
It should be noted that this data uses a low sample size and relies on international visitors being
of tourism products and experiences. It also highlights the opportunity to convert 1-2 to night
able to specifically understand the regional areas that they have visited. Therefore, it only
stays into longer visits which will drive yield.
provides a guide to international visitation trends, rather than a definitive statistical
FIGURE 9
representation of international visitation to the region.
REGIONAL COMPARISON
FIGURE 10 INTERNATIONAL BACKPACKER VISITATION 1 night
2 nights
3 nights
Goulburn River Valley Tourism
Gippsland
High Country
Upper Yarra
Central Murray
4‐7 nights
44%
30%
35%
26%
8‐14 nights
9%
29%
30%
35%
Data Source: Tourism Research Australia, NVS
15%
17%
17%
36%
14%
3%
Shepparton & Surrounds Seymour & Surrounds
32%
17%
15%
21%
32%
38%
16%
86%
Kilmore/Broadford
15%
85%
2%
Nagambie
4%
18%
82%
14%
86% 39%
61%
11% 2%
Yea & Surrounds Data Source: Tourism Research Australia, NVS
75%
14%
Kinglake Ranges Spa Country & Macedon Ranges
25%
68%
Euroa & Strathbogie Ranges
Alexandra/Marysville/Eildon 25%
32%
4%
22%
11%
2%
32%
Backpackers
68%
Non Backpackers
GOULBURN RIVER VALLEY TOURISM
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4.9.2. REGIONAL COMPARISON OF BACKPACKER VISITATION
4 . 10 . A CCO MMODA TION
A comparison of regional destinations highlights that the GRV region has a higher proportion
Table 11 demonstrates the accommodation used by domestic overnight visitors in the GRV
of backpacker when compared to other areas (constituting 30% of international visitors). This
region. Friends or relatives property is the most utilised type of accommodation, followed by
is likely to be a result of the employment opportunities for itinerant workers during fruit-picking
hotel, resort, motel or motel inn.
season. This indicates a market segment with potential for high visitor dispersal. It is important to note that some data for Alexandra/Marysville/Eildon and Kinglake Ranges can FIGURE 11 REGIONAL COMPARISON OF BACKPACKER VISITATION
exhibit anomalies or inconsistencies, due to the impact of bushfires on the accommodation stock during the aggregate analysis period.
Backpackers
Non Backpackers
TABLE 11 ACCOMMODATION USED BY DOMESTIC OVERNIGHT VISITORS Friends or relatives property
Hotel, resort, motel or motor inn
Caravan Park or commercial camping ground
Caravan or camping near road or on private property
Own Property
Other
Shepparton & Surrounds
51%
34%
7%
5%
2%
2%
Seymour & Surrounds
39%
19%
18%
8%
8%
8%
Euroa & Strathbogie Ranges
27%
16%
21%
14%
10%
11%
Kilmore/Broadford
68%
16%
4%
7%
3%
3%
Nagambie
28%
29%
22%
11%
7%
3%
Alexandra/Marysville/Eildon
57%
14%
N/A
12%
17%
N/A
Kinglake Ranges
41%
18%
14%
19%
7%
1%
Yea & Surrounds
40%
25%
9%
12%
12%
2%
85%
84%
80%
77%
76% 70%
30% 24% 20% 16%
Gippsland
Goulburn River High Country Valley
Data Source: Tourism Research Australia, NVS
23% 15%
Upper Yarra Central Murray Spa Country & Macedon Ranges
Data Source: Tourism Research Australia, NVS
44
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Analysis of accommodation data demonstrates a number of distinct trends in the region, including:
overnight visitors.
(68%), followed by Alexandra/Marysville/Eildon (57%) and Shepparton & Surrounds
Macedon Ranges almost 50% of visitors stay at a friends or relatives property. A high proportion
(51%).
of visitors also stay in hotels, resorts or motels and very few visitors own their own property.
34% of visitors to Shepparton & Surrounds are accommodated by a Hotel, resort, motel
32% of visitors to High Country and Central Murray and 28% of visitors to the GRV region
or motel inn, reflecting the large stock of commercial accommodation in Shepparton.
stayed in a Hotel, resort, motel or motor inn. This is a high portion compared to Gippsland and
Caravans and or camping are a popular type of accommodation used by overnight visitors
In Gippsland, the Goulburn River Valley Region and Spa Country &
Upper Yarra (16%). TABLE 12 REGIONAL COMPARISON OF ACCOMMODATION
19% of visitors to Kinglake Ranges stay in a caravan or camp near a road or on private property, reflecting a lack of commercial accommodation options in the area.
Table 12 illustrates the regional comparison of the types of accommodation utilised by domestic
Kilmore/Broadford has the highest proportion of visitors staying with friends and relatives
in Nagambie (22%) and Euroa (21%).
4.10.1. ACCOMMODATION ACROSS REGIONS
17% of visitors own their own property in Alexandra/Marysville/Eildon and 12% in Yea and Surrounds, reflecting not only holiday home ownership in these destinations, but also a lack of accommodation offer.
Gippsland
Goulburn River Valley
High Country
Upper Yarra
Central Murray
Spa Country & Macedon Ranges
Friends or relatives property
49%
48%
29%
31%
31%
47%
Hotel, resort, motel or motor inn
16%
28%
32%
16%
32%
27%
13%
10%
16%
19%
20%
9%
10%
7%
13%
15%
10%
4%
Own Property
9%
4%
6%
10%
2%
8%
Other
3%
3%
5%
9%
4%
5%
Caravan Park or commercial camping ground Caravan or camping near road or on private property
Data Source: Tourism Research Australia, NVS
GOULBURN RIVER VALLEY TOURISM
APRIL 2014
45
4.10.2. LIFECYCLE GROUPS Table 13 displays the lifecycle groups that visit the GRV Region summarised into groups. This table highlights that Families and Older Couples are the most prominent visitors to the region. The key trends demonstrate that:
Older couples are important to region visitation, reflecting the popularity of the region grey nomad and touring markets.
Family markets are crucial to the region, reflecting the family friendly offer and tourism product. In Alexandra/Marysville/Eildon family visitation constitutes 42% of all visitors.
Family stay reflects the lack of accommodation stock for Alexandra/Marysville/Eildon and Kinglake Ranges post 2009 bushfires, as well as a lack of ‘family friendly’ accommodation.
TABLE 13 LIFECYCLE GROUP – DOMESTIC VISITORS (GROUPED) Shepparton & Surrounds
Seymour & Surrounds
Euroa & Strathbogie Ranges
Kilmore/Broadford
Nagambie
Alexandra/ Marysville/EIldon
Kinglake Ranges
Yea & Surrounds
Young Single
9%
7%
4%
2%
9%
12%
17%
13%
Midlife Single
9%
6%
11%
3%
6%
7%
16%
1%
Young/midlife couple, no kids
9%
11%
11%
26%
14%
9%
0%
5%
Families
36%
37%
31%
23%
32%
42%
38%
37%
Older Single
9%
11%
8%
10%
5%
6%
11%
7%
Older couple
28%
29%
34%
36%
33%
24%
19%
36%
Data Source: Tourism Research Australia, NVS
46
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
5.
E CONOMIC I MPACT
5 . 1. INTRODUCTION
VISITOR EXPENDITURE
The following section provides an economic impact assessment of tourism in the GRV
Visitor expenditure is calculated by multiplying the number of daytrip and overnight visitors
region. It provides context to the study and an understanding of the significance of tourism
by the expenditure per visitor identified using TRA Regional Profiles of Visitor Expenditure.
to the region as a whole.
5 . 2. METHODOLOGY 5.2.1. EXTRAPOLATION METHOD FOR ECONOMIC IMPACT ASSESSMENT This component of the study draws on primary and secondary research including:
TOURISM EMPLOYMENT
The total number of employees by industry is identified through Census Data (2006), provided by the Australian Bureau of Statistics. A tourism multiplier is based on the data from the Tourism Satellite Accounts framework which links to total visitor expenditure identified. ECONOMIC IMPACT ASSESSMENT
Population and Visitor Estimator (PAVE) model (as explained in Section 4);
Expenditure estimates from past visitor surveys and from TRA (National and
Model. An Input-Output (I-O) analysis is widely used technique for estimating economic
International Visitor Survey);
impacts and job impacts of an activity in a region. The Economic Impact Assessment will
Urban Enterprises Input-Output model (See Appendix A);
Australian Bureau of Statistics (ABS) data; and,
Tourism Satellite Accounts.
A summary of the methodology used to calculate the economic impact of tourism and the
The Tourism Economic Impact was calculated utilising the Urban Enterprise Input Output
examine the direct economic impact (expenditure visitors and holiday home owners) and indirect economic impact of the expenditure (flow-on expenditure to other industries within the GRV region). The analysis will also assess the level of Full Time Equivalent (FTE) employment generated as a result of the expenditure. Tourism multipliers, based on benchmarks from Tourism Satellite Account, will be utilised to assess the level of FTE employment generated by tourism expenditure.
performance of the tourism sector in GRV region is outlined below. NUMBER OF VISITORS
The number of visitors to GRV region has been calculated using Urban Enterprise’s PAVE model. The model uses a number of algorithms which draw on the number of local establishments and guest rooms, ABS Survey of Tourism Accommodation occupancy rates and National Visitor Survey visitor proportions as set out in Section 4 of this report.
GOULBURN RIVER VALLEY TOURISM
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TABLE 16 AVERAGE EXPENDITURE PER VISITOR
5 . 3. ECONOMIC IMPA CT OF TO URISM 5.3.1. TOTAL ECONOMIC IMPACT OF TOURISM TO GOULBURN RIVER VALLEY TOURISM ECONOMIC IMPACT
Average Region
Expenditure per domestic day visitor
Expenditure per domestic overnight visitor
$96.30
$176.47
GRV Region Average
Tourism contributed an estimated $424 million to the GRV regional economy and generated an estimated 3,921 local jobs in 2012. As indicated in Table 15, these jobs account for approximately 10% of the total employment within the GRV region.
Source: TRA Regional Visitor Expenditure Data, 2013.
DIRECT IMPACT
TABLE 14 TOTAL ECONOMIC IMPACT OF TOURISM TO THE
The table below outlines the estimated visitor expenditure for the GRV region in 2012.
GRV REGION
Direct expenditure within the region is estimated to be approximately $424 million with $236 million attributed to overnight visitors and approximately $188 million attributed to daytrip
Economic Impact from Tourism
Direct
Indirect
Total
Jobs [Direct]
$424 mil
$149 mil
$572 mil
3,921 FTE
(Visitor Expenditure)
Jobs
visitors. TABLE 17 DIRECT VISITOR EXPENDITURE- GRV REGION
TABLE 15 EMPLOYMENT COMPARISON WITH GRV ECONOMY & THE TOURISM INDUSTRY
Total GRV Region - Visitors
Number of Jobs in
Jobs supported by
% attributed to
GRV
Tourism Industry
tourism
38,689
3,921
10%
Jobs
More detail on the economic impact methodology used can be found in Appendix A. 5.3.2. VISITOR EXPENDITURE BY VISITORS VISITOR EXPENDITURE PER VISITOR
TRA data indicates that domestic day visitors spend an average of $96.30 per trip; and
Total GRV Region - Expenditure
Overnight Visitors
Daytrip Visitors
Total Visitors
1,311,218
1,971,000
3,282,218
$235,796,556
$187,784,458
$423,581,014
INDIRECT IMPACT
Based on direct expenditure of $424 million, the indirect expenditure has been calculated at $149 million. JOBS
In total, overall visitor expenditure directly supports over 3,921 full time equivalent (FTE) jobs in the GRV Region.
domestic overnight visitors spend an average of $176.47 per trip to the GRV region.
48
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
M ARKET S EGMENTS
6.
6 . 1. INTRODUCTION This section provides analysis of the key target market segments for the region. The target markets have been selected through consultation, existing visitation data and qualitative research.
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
6 . 2. MARKET SE GMENT SUMMARY
that will be drawn by the development of assets, tourism icons or a critical mass of
The analysis of visitor markets identifies the following segments as critical to driving tourism
areas, stay longer in the region and have a higher than average yield. They value
in the GRV region:
personal interaction with natural and cultural values and require a high quality visitor
packaged tourism products. Experience Seekers are more likely to visit regional
experience. KEY MARKETS
Families – families often visit friends and relatives or visit for holiday and leisure,
NICHE MARKETS
seeking to stay in motels, caravan parks or self-contained rental homes. On average,
Greater Shepparton, Strathbogie Shire and Murrindindi Shire. Backpackers are not
history and heritage attractions.
high yielding visitors and generally require group accommodation.
Socially Aware – socially aware travellers are generally well-educated, socially active,
Sports markets – sporting events are a key strength of the region. The niche sports
and technologically up to date. They enjoy natural and cultural experiences such as
market is interested in both sporting events and activities and will often visit friends
food and wine experiences, National Parks, swimming, and wildlife. Socially aware
and relatives.
travellers are generally high yielding and prefer hotel or self-contained accommodation when they travel.
Backpackers – the itinerant worker market is prevalent in the region, particularly in
they spend more money than the average traveller and like to visit nature, wildlife and
Older Travellers / Couples – older travellers and grey nomads currently form a large proportion of visitation to the region. They represent a fast growing market segment that provides steady visitation and strong passing trade. They are generally a lower yielding segment and often prefer to stay in a form of caravan/camping accommodation or motels.
49
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
6.2.1. SEGMENT OVERVIEW
6.2.2. ALIGNMENT WITH KEY MARKETS
Table 18 provides an overview of the key market segments, based on their proportion of
Table 20 below provides a summary of the alignment of key market segments with regional
visitation and length of stay. The Family market is the key market for the region,
tourism themes. It illustrates that the identified market segments align strongly with the key
representing approximately 36% of all domestic visitation. Families also have a
tourism product themes in the region.
comparatively long length of stay, staying an average of 2.36 nights in the region. The Backpacker market represents 25% of total International visitation to the region and has a significant length of stay at an average of 28 days. They are also more likely to
TABLE 20 ALIGNMENT WITH KEY MARKET SEGMENTS Product Themes
Key Market Segments
participate in a greater range of activities than any other market segment whilst in the region Families
which is as a result of the long length of stay. Although this market represents a very small proportion of visitation to the region, the market has seen a 185% increase over the ten
1. Nature Based & Adventure / Sports
year period.
Socially Aware International Sporting Socially Aware
TABLE 18 GRV OVERVIEW – DOMESTIC MARKET
2. Food and Wine
Market
Proportion of total
Av. Length
Segment
domestic GRV visitation
of Stay (nights)
1.
Families
36%
2.36
2.
Older Couples
27%
2.75
Older Couples International Families
3. Festivals and Events
Socially Aware Older Couples Sporting
3. 4.
Socially Aware Sporting Groups
15%
4. Business and Conferencing
Socially Aware
5. History and Heritage
Older Couples
2.17
8%
Families
2.17
International 6. Equine
TABLE 19 GRV OVERVIEW - INTERNATIONAL MARKET Market Segment
7. Arts and Culture
Proportion of total international GRV visitation 8. Indigenous
1.
International Self-drive
50
Backpackers
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
International Socially Aware International Socially Aware International
52% 9. Golf
2.
Socially Aware
25%
Older Couples Sporting
Private or company car;
The following analysis is based on National Visitor Surveys (NVS) survey results from
Rental car; and
Tourism Research Australia (TRA). The analysis is intended to provide a general overview
Self-drive van, motor-home or campervan
6 . 3. METHODOLOGY
on the key domestic and international tourism markets to the GRV Region. The surveys undertaken by TRA are used as a basis for this market assessment. For most of this analysis, ten year averages have been used in order to ensure the figures are statistically relevant sample sizes and to allow for anomalous results within the survey. The domestic and international market segments used within this analysis have been listed
6.3.2. NICHE MARKETS BACKPACKERS
stay.
below alongside the particular TRA characteristics used to identify these market segments. 6.3.1. KEY MARKETS FAMILIES:
Parent with youngest child aged 5 or less;
Parent with youngest child aged 6-14; and
Parent with youngest child aged 15+ and still living at home.
All international visitors who have stayed in backpacker accommodation during their
SPORTING GROUPS:
Sport- participating; and
Sport-spectating
SOCIALLY AWARE/HIGH YIELD:
Part of a couple (married, de facto, living together);
Annual household income of higher than $78,000 (1998 to 2010) and $85,000 (post 2011); and
Aged between 30 and 49 years.
OLDER COUPLES
Older working married person; and
Older non-working married person.
INTERNATIONAL / SELF DRIVE
Transport used to first stopover including:
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6 . 4. FA MILY MA RKE T SEG MENT 6.4.1. SUB REGIONAL PRODUCT ALIGNMENT
FIGURE 12 PROPORTION OF FAMILY MARKET IN REGIONAL VICTORIA- OVERNIGHT & DAYTRIPS 2003-2012 39%
In terms of the Family market’s alignment with the product of the GRV, the core experiences available within the following sub regions most closely match the segment preferences:
38%
Kinglake Ranges;
37%
Euroa & Strathbogie Ranges;
Alexandra, Marysville, Eildon;
Nagambie and Surrounds;
Shepparton & Surrounds.
36% 35% 34% 33% 32%
6.4.2. VISITATION TRENDS (VICTORIA) The Family market is the largest domestic segment profiled for the GRV region and
2003
2004
2005
2006
Regional Victoria‐ Overnight
2007
2008
2009
2010
2011
2012
Regional Victoria‐ Daytrips
comprises approximately 33% of overnight visitation and 37% of visitation to the region over a ten year average. Figure 12 examines overnight and daytrip visitation for the Family market as proportion of total visitation to Regional Victoria. Since 2003, the Family market has increased from approximately 33% to 39% in 2012.
52
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
6.4.3. FAMILY MARKET- LENGTH OF STAY
6.4.4. FAMILY MARKET KEY ACTIVITIES - OVERNIGHT TRIPS
The average length of stay for the Family market is 2.36 nights, with 74% of visitors staying
The following table provides a ten year average of the key activities undertaken by overnight
1 to 2 nights in the region. Families are less likely than the average visitor to stay more than
visitors in the family market between 2003 and 2012. Visiting friends and relatives is the
two nights.
most common activity (44%) followed by eating out at restaurants (38%), general sightseeing (23%) and go shopping for pleasure (16%).
FIGURE 13 FAMILY SEGMENT – LENGTH OF STAY
The Family market is also more likely to undertake the following activities:
45%
Go fishing;
Other outdoor activities;
Water activities or sports; and
35%
Exercise, gym or swim at a local pool, river or creek.
30%
TABLE 21 FAMILY GROUPS - KEY ACTIVITIES FOR OVERNIGHT
40%
VISITORS 2003-2012 Activities
Families
All Visitors to GRV
Visit friends and relatives
44%
48%
Eat out at restaurants
38%
42%
General sight seeing
23%
28%
Go shopping (pleasure)
16%
19%
Pubs clubs discos etc
15%
20%
Go fishing
11%
9%
Bushwalking or rainforest walks
11%
14%
Picnics or BBQs
9%
9%
Visit national parks or State parks
8%
9%
Other outdoor activities (e.g. horse riding, rock climbing etc.)
7%
6%
Water activities or sports
6%
5%
Exercise, gym or swimming at a local pool, river or creek
6%
5%
Play other sports
5%
6%
25%
20%
15%
10%
5%
0% 1 night Total GRV
2 nights
3 nights
Families
4 to 7 nights
8 to 14 nights
15 to 21 nights
22 or more nights
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6.4.5. FAMILY MARKET KEY ACTIVITIES - DAYTRIPS The key activities, including eating out at restaurants, visiting friends and relatives, shopping for pleasure and general sightseeing are undertaken at an identical rate to the average of all GRV visitors; however, the Family market is more likely to undertake the following activities at a higher rate than all visitors to the region:
Picnics or BBQs;
Visit national parks or State parks;
Bushwalking or rainforest walks;
Attend an organised sporting event;
Other outdoor activities (e.g. horse riding, rock climbing etc.); and
Visit botanical or other public gardens.
Play other sports
5%
5%
Other outdoor activities (e.g. horse riding, rock climbing etc.)
5%
4%
Visit botanical or other public gardens
3%
2%
Go fishing
3%
3%
6.4.6. FAMILY MARKET ACCOMMODATION The accommodation preferences of the Family market are generally in line with the patterns of all visitors to the GRV region, with visitors most likely to stay at a friends or relatives property (37%), followed by hotel, resort, motel or motor inn (24%). FIGURE 14 FAMILY MARKET ACCOMMODATION- AVERAGE 2003 TO 2012
TABLE 22 FAMILY GROUPS- KEY ACTIVITIES FOR DAYTRIP VISITORS 2003-2012 Activities
All Visitors to GRV
Eat out at restaurants
38%
38%
Hotel resort motel or motor Inn
Visit friends and relatives
33%
33%
Caravan park or commercial camping ground
Go shopping (pleasure)
20%
20%
Caravan or camping near road or on private property
General sight seeing
18%
18%
Picnics or BBQs
10%
7%
Visit national parks or State parks
8%
6%
Bushwalking or rainforest walks
6%
5%
Pubs clubs discos etc
6%
7%
Attend an organised sporting event
6%
4%
54
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
41%
Friends or relatives property
Families
24% 12% 8%
Other
5%
Own property (e.g. holiday house)
5%
Rented house apartment flat or unit
3%
Guest house or B&B
2%
Total Accommodation
Families
6 . 5. OLDE R CO UPLES 6.5.1. SUB REGIONAL PRODUCT ALIGNMENT In terms of the Older Couple’s alignment with the product of GRV region, the core
FIGURE 15 PROPORTION OF SOCIALLY AWARE IN REGIONAL VICTORIA- OVERNIGHT & DAYTRIPS 2003-2012 28%
experiences available within the following sub regions most closely match the segment preferences:
Alexandra, Marysville, Eildon;
Euroa and the Strathbogie Ranges;
Nagambie;
Seymour & Surrounds; and
Shepparton & Surrounds.
26%
24%
22%
20%
6.5.2. VISITATION TRENDS (VICTORIA)
18% 2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
The Older Couples market comprises approximately 27% of the total market within the GRV over a ten year period.
Regional Victoria ‐ Overnight
Regional Victoria ‐ Daytrips
The proportion of total domestic visitation for this market to Regional Victoria is also very similar and comprises an average of 24% which has increased a couple of percent over the ten year period as highlighted in Figure 15.
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6.5.3. OLDER COUPLES - LENGTH OF STAY
6.5.4. OLDER COUPLES KEY ACTIVITIES - OVERNIGHT
The average length of stay for Older Couples is 2.75 nights with 66% staying between one
The key activities undertaken by Older Couples are eating out at restaurants (38%),
and two nights in the region. They are less likely than the average visitor to the GRV region
followed by visit friends and relatives (40%) and general sightseeing (27%).
to stay for longer periods of time; however there is a small proportion of the touring market which has longer stays of between 15 to 21 nights and 22 nights or more.
There are no activities that older couples are likely to undertake at a higher rate than the average visitor to the region. They are less likely than the average visitor to eat out at restaurants, visit friends and relatives, go to pubs, clubs and discos, go shopping for
FIGURE 16 OLDER COUPLES- LENGTH OF STAY
pleasure and go bushwalking.
45%
TABLE 23 OLDER COUPLES- KEY ACTIVITIES- OVERNIGHT
40%
Activities
Older Couples
All Visitors to GRV
35% 30% 25% 20% 15% 10% 5% 0% 1 night
2 nights
3 nights
Total GRV
56
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
4 to 7 nights
Older Couples
8 to 14 nights
15 to 21 nights
22 or more nights
Eat out at restaurants
38%
42%
Visit friends and relatives
40%
48%
General sight seeing
27%
28%
Pubs clubs discos etc
14%
20%
Go shopping (pleasure)
14%
18%
Bushwalking or rainforest walks
9%
14%
Go fishing
5%
9%
Visit national parks or State parks
6%
9%
Picnics or BBQs
6%
9%
Visit wineries
6%
5%
Exercise, gym or swimming at a local pool, river or creek
6%
5%
Go on a daytrip to another place
6%
7%
Visit museums or art galleries
5%
5%
Going to markets
5%
5%
Other outdoor activities (e.g. horse riding, rock climbing)
3%
6%
6.5.5. OLDER COUPLES KEY ACTIVITIES - DAYTRIP
6.5.6. OLDER COUPLES ACCOMMODATION
In terms of daytrip activities, older couples are more likely to eat out at restaurants, visit
Older Couples have a greater propensity to stay in hotels and motels, commercial caravan
friends and relatives, go shopping for pleasure and general sightseeing than the average
or camping grounds, their own property or in a guest house or B&B.
GRV visitor. FIGURE 17 ACCOMMODATION PREFERENCES- OLDER COUPLES
TABLE 24 OLDER COUPLES KEY ACTIVITIES- DAYTRIPS Activities
Older Couples
All Visitors to
Guest house or B&B
4% 2%
GRV
Eat out at restaurants
43%
38%
Visit friends and relatives
34%
33%
Go shopping (pleasure)
22%
20%
General sight seeing
19%
18%
Pubs clubs discos etc
5%
7%
Picnics or BBQs
5%
7%
Visit national parks or State parks
3%
6%
Attend an organised sporting event
3%
4%
Visit wineries
3%
2%
Bushwalking or rainforest walks
2%
5%
Play other sports
2%
5%
Visit botanical or other public gardens
2%
2%
Rented house apartment flat or unit
Own property (e.g. holiday house)
Other
Caravan or camping near road or on private property
Caravan park or commercial camping ground
3% 3% 8% 5% 3% 5% 6% 8% 13% 12% 29% 24%
Hotel resort motel or motor Inn
33%
Friends or relatives property
41% Older Couples
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Total GRV
57
6 . 6. SO CI ALLY AWA RE / H IGH YIELD SE GMEN T 6.6.1. SUB REGIONAL PRODUCT ALIGNMENT In terms of the Socially Aware alignment with the product of GRV, the core experiences
FIGURE 18 PROPORTION OF SOCIALLY AWARE IN REGIONAL VICTORIA- OVERNIGHT & DAYTRIPS 2003-2012 25%
available within the following sub regions most closely match the segment preferences:
Euroa & Strathbogie Ranges;
Kinglake Ranges;
Nagambie;
Alexandra, Marysville, Eildon; and
Shepparton & Surrounds.
20%
15%
6.6.2. VISITATION TRENDS (VICTORIA)
10%
5% 2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
The Socially Aware market for Regional Victoria accounted for approximately 16% of total visitation over a ten year period. The proportion of total visitation has grown approximately
Regional Victoria‐ Overnight
Regional Victoria‐ Daytrips
7% for overnight and daytrip visitation.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
6.6.3. SOCIALLY AWARE- LENGTH OF STAY
6.6.4. SOCIALLY AWARE KEY ACTIVITIES - OVERNIGHT
The average length of stay for the Socially Aware market is 2.17 nights. 81% of this market
The activity most likely to be undertaken by Socially Aware visitors is eating out at a
stays between 1 to 2 nights and 12% for 3 nights.
restaurant (44%) which is slightly above the proportion of all visitors to the region (42%). Other key activities are visit friends and relatives (43%), general sightseeing (21%) and go
FIGURE 19 SOCIALLY AWARE- LENGTH OF STAY
to pubs, clubs and discos (20%). The Socially Aware market is also more likely to undertake the following activities when
50%
compared to overall visitors to the region:
40%
30%
Go fishing;
Visit national parks or State parks;
Visit wineries;
Exercise, gym or swimming at a local pool, river or creek;
Attend an organised sporting event; and
Visit farms.
20%
10%
0% 1 night
2 nights
Total visitors
3 nights
4 to 7 nights
8 to 14 nights
15 to 21 22 or more nights nights
Socially Aware
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TABLE 25 SOCIALLY AWARE KEY ACTIVITIES- OVERNIGHT
6.6.5. SOCIALLY AWARE KEY ACTIVITIES - DAYTRIPS
VISITORS 2003-2012
The Socially Aware daytrip market is also most likely to eat at restaurants (40%) which is higher than the average total for all visitors to the region (38%). This is followed by visit
Socially
All Visitors
Aware
to GRV
Eat out at restaurants
44%
42%
Visit friends and relatives
43%
48%
Picnics or BBQs;
General sight seeing
21%
28%
Visit national parks or State parks; and
Pubs clubs discos etc
20%
20%
Bushwalking or rainforest walks.
Go shopping (pleasure)
17%
18%
Bushwalking or rainforest walks
13%
14%
Go fishing
12%
9%
Visit national parks or State parks
11%
9%
Picnics or BBQs
9%
Visit wineries Exercise, gym or swimming at a local pool, river or creek
Activities
friends and relatives (33%), general sightseeing (18%) and go shopping (15%). The Socially Aware daytrip market is more likely to undertake the following activities when compared to all visitors to the GRV region:
TABLE 26 SOCIALLY AWARE KEY ACTIVITIES- DAY TRIP VISITORS 2003-2012 Socially Aware
All Visitors to GRV
Eat out at restaurants
40%
38%
9%
Visit friends and relatives
33%
33%
8%
5%
General sight seeing
18%
18%
6%
5%
Go shopping (pleasure)
15%
20%
6%
6%
Picnics or BBQs
11%
7%
Visit national parks or State parks
9%
6%
Play other sports
6%
6% Bushwalking or rainforest walks
9%
5%
Going to markets
5%
5% Play other sports
5%
5%
Attend an organised sporting event
5%
4% Attend an organised sporting event
4%
4%
Visit farms
5%
4%
Other outdoor activities (e.g. horse riding, rock climbing etc.)
60
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Activities
6.6.6. SOCIALLY AWARE ACCOMMODATION The Socially Aware market segment predominately stay at friends and relatives properties (31%), followed by hotel, resort, motel or motor inn accommodation (29%), which is slightly higher than the overall average across the whole region (24%). The Socially Aware market is also slightly more likely to stay in their own property, a rented house, apartment flat or unit and a guest house or B&B. FIGURE 20 SOCIALLY AWARE ACCOMMODATION
41%
Friends or relatives property
31% 24%
Hotel resort motel or motor Inn
29%
Caravan or camping near road or on private property
12% 10%
Caravan park or commercial camping ground
Other
5% 7%
Own property (e.g. holiday house)
5% 5%
Rented house apartment flat or unit
3% 4%
Guest house or B&B
8% 11%
2% 3% Total Accommodation
Socially Aware
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6 . 7. I NTE RNATIONA L SELF DRIVE MA RKET 6.7.1. SUB REGIONAL PRODUCT ALIGNMENT In terms of the International Self-drive market’s alignment with the product of GRV, the core experiences available within the following sub regions most closely match the segment preferences:
FIGURE 21 PROPORTION OF INTERNATIONAL SELF DRIVE REGIONAL VICTORIA 2003 TO 2012 70% 65% 60% 55%
Euroa & Strathbogie Ranges;
Alexandra, Marysville, Eildon;
Nagambie; and
40%
Shepparton and Surrounds.
35%
50%
6.7.2. VISITATION TRENDS (VICTORIA)
45%
30% 2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
The international self-drive market comprises an average of 52% international visitors to the region over the past ten years.
All Regional Victoria
As identified in Figure 21, the self-drive market as a proportion of total visitation in Regional Victoria has been increasing steadily since 2003, comprising about 58% in 2012.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
6.7.3. INTERNATIONAL SELF DRIVE – LENGTH OF STAY The average length of stay for the International Self Drive market 16 nights, reflecting their longer travel patterns and holiday profile.
6.7.4. INTERNATIONAL SELF DRIVE KEY ACTIVITIESOVERNIGHT The key activities undertaken by the International Self-drive market includes eating out/dining at restaurants/cafes (86%), sightseeing/looking around (70%) and go shopping
FIGURE 22 INTERNATIONAL SELF DRIVE - LENGTH OF STAY
for pleasure (66%). With the exception of visiting friends and relatives, all activities are undertaken at a slightly lower proportion than all international visitors to the region.
30% TABLE 27 INTERNATIONAL SELF DRIVE KEY ACTIVITIES 25%
Self‐drive Int’l to GRV
All Int’l visitors to GRV
Eat out / dine at a restaurant and/or cafe
86%
88%
Sightseeing/looking around
70%
74%
Go shopping for pleasure
66%
70%
Pubs, clubs, discos etc
50%
56%
Go to the beach (incl. swimming, surfing, diving)
43%
52%
Visit national parks / State parks
42%
51%
Go to markets
46%
50%
Bushwalking / rainforest walks
34%
38%
Visit wildlife parks / zoos / aquariums
33%
39%
Visit museums or art galleries
31%
40%
Visit history / heritage buildings, sites or monuments
30%
36%
Visit friends & relatives
29%
24%
Visit botanical or other public gardens
28%
39%
Visit farms
27%
32%
Charter boat/cruise/ferry
23%
27%
Attend Movies/Cinema
21%
30%
Visit wineries
18%
23%
Activity 20% 15% 10% 5% 0% 1 night
2 nights
International Self Drive
3 nights
4 to 7 nights
8 to 14 nights
Total GRV International
15 to 21 nights
22 or more nights
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63
6.7.5. INTERNATIONAL SELF DRIVE ACCOMMODATION The International Self-drive visitor is most likely to stay at the home of a friend or relative (45%) followed by at a hotel, resort, motel or motor inn (29%). FIGURE 23 INTERNATIONAL SELF DRIVE ACCOMMODATION 2003-2012 0%
5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Home of friend or relative (no payment required)
Hotel resort / motel / motor Inn
Other
Caravan
Backpacker / hostel
International self drive market
Total international
64
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
6 . 8. SPO R TING G ROUPS MARKET SEGMEN T 6.8.1. SUB REGIONAL PRODUCT ALIGNMENT
FIGURE 24 PROPORTION OF SPORTING GROUPS IN REGIONAL VICTORIA- OVERNIGHT & DAYTRIPS 2003 TO 2012 7%
In terms of Sporting alignment with the product of GRV region, the core experiences available within the following sub regions most closely match the segment preferences:
6%
Alexandra / Marysville / Eildon;
5%
Seymour & Surrounds;
Nagambie; and
Shepparton & Surrounds.
4% 3% 2% 1%
6.8.2. VISITATION TRENDS (VICTORIA) The Sporting Groups market is a small proportion of total visitation to the region, comprising
0% 2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
approximately 6% of both the overnight and daytrip visitation to the GRV. The proportion of Sporting Groups when examining the average across Regional Victoria is similar,
Regional Victoria‐ Overnight
Regional Victoria‐ Daytrips
comprising approximately 5% of total visitation in 2012.
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65
6.8.3. SPORTING GROUPS- LENGTH OF STAY
6.8.4. SPORTING GROUPS KEY ACTIVITIES- OVERNIGHT
The average length of stay for this market is 2.17 nights with 68% staying between 1 and 2
The key activities undertaken by Sporting Groups is eating at restaurants (42%), followed
nights. There is also 10% of the segment which stay for longer periods of between 4 to 7
by attending an organised sporting event (32%), and play other sports (27%) which are both
nights and 15 to 22 nights.
predictably higher than the average across all visitors to the region. They are much less likely to visit friends and relatives than the average visitor to the GRV
FIGURE 25 SPORTING GROUPS- LENGTH OF STAY
as well as general sightseeing and go shopping for pleasure. The following activities are undertaken with a greater frequency than the average visitor to
40%
the GRV: 35% 30%
Other outdoor activities (e.g. horse riding, rock climbing);
Water activities or sports; and
Visit wineries.
25% 20% 15% 10% 5% 0% 1 night
Total GRV
66
2 nights
3 nights
4 to 7 nights
8 to 14 nights
15 to 21 nights
22 or more nights
Sporting Groups
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
TABLE 28 SPORTING GROUPS- KEY ACTIVITIES- OVERNIGHT
6.8.5. SPORTING GROUPS KEY ACTIVITIES- DAYTRIPS
VISITORS 2003-2012
The main daytrip activities include attending an organised sporting event (35%), eat out at restaurants (26%) and play other sports (24%). Sports visitors are less likely than the
Sporting Groups
All visitors to
to the GRV
the GRV
Eat out at restaurants
42%
42%
Attend an organised sporting event
32%
4%
Other outdoor activities (e.g. horse riding, rock climbing);
Play other sports
27%
6%
Go fishing; and
Visit friends & relatives
23%
48%
Play golf.
Pubs, clubs, discos etc
20%
20%
General sightseeing
20%
28%
Other outdoor activities (e.g. horse riding, rock
14%
Activity
climbing)
average visitor to the GRV region to eat out at restaurants and visit friends and relatives. Other activities undertaken with greater frequency than all daytrip visitors to the region include the following:
TABLE 29 SPORTING GROUPS- KEY ACTIVITIES FOR DAYTRIP VISITORS 2003-2012
6%
Activity
Sporting Groups
All visitors to
to the GRV
the GRV
Go shopping for pleasure
11%
19%
Attend an organised sporting event
35%
4%
Water activities or sports
11%
5%
Eat out at restaurants
26%
38%
Go fishing
9%
9%
Play other sports
24%
5%
Visit wineries
7%
5%
Visit friends & relatives
14%
33%
Visit national parks / State parks
7%
9%
Other outdoor activities (e.g. horse riding, rock
9%
Picnics or BBQs
6%
9%
Go on a daytrip to another place
6%
7%
climbing)
4%
Pubs, clubs, discos etc
7%
7%
Go fishing
6%
3%
Play golf
5%
1%
Bushwalking or rainforest walks
5%
5%
General sightseeing
5%
18%
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67
6.8.6. SPORTING GROUPS ACCOMMODATION
The main accommodation type for sporting groups is hotel, resort, motel or motor inn accommodation which accounts for 34% of this market which is greater than the average for all GRV visitors. They are also more likely to stay in a caravan park or commercial camping ground as well as caravan or camping near a road or on private property than all other visitors to the GRV. This segment is much less likely than the average visitor to the GRV to travel to the region to visit friends and relatives which is reflected in the lower proportion staying in friends and relatives properties (19%) compared to the overall GRV average (41%). FIGURE 26 SPORTING GROUPS ACCOMMODATION
24%
Hotel resort motel or motor Inn
34%
Caravan park or commercial camping ground
12% 21% 41%
Friends or relatives property
19%
Caravan or camping near road or on private property
8%
Other
5% 7%
14%
Rented house apartment flat or unit
3% 3%
Guest house or B&B
2% 1%
Own property (e.g. holiday house)
5% 1%
All GRV Visitors
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Sporting
6 . 9. BA CKPACKE R MA RKE T SEG MEN T
6.9.3. BACKPACKERS- LENGTH OF STAY
This section analyses the backpacker market segment within the International Visitor
Backpacker average approximately 28.53 days in the region, reflecting their longer term
Survey. It includes all visitors which have stayed in backpacker accommodation during their
work requirements and ability to travel for longer periods of time.
stay in the region. 6.9.1. SUB REGIONAL PRODUCT ALIGNMENT
FIGURE 27 BACKPACKERS- LENGTH OF STAY 35%
In terms of the Backpacker market’s alignment with the product of GRV, the core experiences available within the following sub regions most closely match the segment preferences:
Shepparton & Surrounds; and
Alexandra / Marysville / Eildon.
30% 25% 20% 15%
6.9.2. VISITATION TRENDS (VICTORIA)
10%
The backpacker market segment makes up approximately 25% of all international visitors to the region. This has been a steadily increasing since 2004 with the exception of a drop in 2007. In 2012, backpacker visitation comprised approximately 36% of all international visitors to the region, which is at a much higher rate than the total backpacker visitation to
5% 0% 1 night
2 nights
3 nights
4 to 7 nights
Regional Victoria which was 14% in 2012. Total International Visitaton to GRV
8 to 14 nights
15 to 21 nights
22 or more nights
Backpackers
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6 . 10 . MARKET SE GMEN T FORE CASTS DATA SOURCES
FIGURE 28 FORECAST VISITATION BY MARKET SEGMENT, 2012 – 2030
Figure 28 depicts the forecast visitation by market segments from 2012 to 2030. Forecast visitation data relates specifically to the Families, Socially Aware, Older Couples and International/Self-Drive market segments. Due to lack of available data, forecast visitation for the Backpacker and Sports niche visitor segments are not provided.
1,600,000
Families
Socially Aware
Older Couples
International/Self-Drive
Forecast visitation is calculated by applying the 2012 estimated visitation to the GRV region to the forecast visitation growth rates. Forecasts visitation growth rates are derived from the
1,400,000
following sources:
Families market segment – ABS forecast population growth rate of Victorian families with children;
1,000,000
Older couples market segment – ABS forecast population growth rates of Victorian residents aged 60 year and above;
1,200,000
Socially aware market segment – TRA Tourism Forecast Committee visitation growth
800,000
rates of domestic Socially Aware visitors to Victoria; and
600,000
International/Self-drive – TRA Tourism Forecast Committee forecast visitation growth
400,000
rates of International visitors to Victoria. FORECAST VISITATION BY MARKET SEGMENT
Visitation data shows that in 2012, Families represented the largest visitor segment to GRV
200,000 0
region with approximately 1.2 million visitors; this is followed by Older Couples (950,000 million visitors) and Socially Aware (490,000 million visitors). Forecast visitation data indicates that by 2030, Older Couples will represent the largest visitors segment in GRV region with approximately 1.5 million visitors. This reflects the significant ageing of Victorian population. By 2030, the Families market will represent the second largest market segment (with 1.4 million visitors), followed by the Socially Aware market (600,000 visitors). Over the same period the International Self-Drive visitor market is estimated to grow from 9,000 visitors in 2012 to nearly 20,000 visitors in 2030.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
S TAKEHOLDER C ONSULTATION
7.
7 . 1. INTRODUCTION This section provides a summary of consultation undertaken to inform the background
A lack of quality dining experiences and a diversity of options, particularly in the nighttime economy.
review and identification of issues for the Discussion Paper and Destination Management
Under-utilisation of the world class equine strengths / reputation in the region.
Plan. Consultation has included:
The need for infrastructure improvements / accessibility at key water / nature based
attractions across the region.
Discussions with Planning, Economic Development, Tourism and Executive Officers at Strathbogie Shire, Mitchell Shire, Murrindindi Shire and the City of Greater
Shepparton Council’s;
Industry sessions with local business leaders in Euroa, Marysville and Greater
Accessibility by rail – rail has been identified as a major constraint to increased
Shepparton;
visitation across the GRV region, particularly in limited service townships such as
A round table session with VIC managers and volunteers from VICs across the GRV
Euroa and Shepparton.
region; and
Signage across the region – barriers include navigation, visitor awareness and perceptions of the region.
south transport connections, which makes navigation across east-west routes
An Online Business Survey.
The consultation identified a number of assets, issues and opportunities across the GRV region.
The results of consultation do not constitute a definitive list of issues and
A poor east-west connection across the region – the region is dominated by northdifficult.
In some cases, a lack of business education and understanding of tourism market
opportunities, nor does it necessarily represent the view of Urban Enterprise, GRVT or the
needs across the region, including service provision, business opening and general
partner Councils. It represents a snapshot of the key issues raised by the diversity of
product offer/understanding.
stakeholders during consultation.
7 . 2. REGIONAL P RODUCT
7.2.2. POTENTIAL PRODUCT AND INFRASTRUCTURE OPPORTUNITIES
7.2.1. ISSUES AND CONSTRAINTS The consultation identified a number of issues and potential barriers to investment, for the GRV region, Council municipalities and individual townships. The key issues identified during the consultation process are set out below.
A lack of quality and diversity in visitor accommodation stock across the region.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Regulatory issues, including planning and red tape.
The consultation identified a number of issues and opportunities relevant to the wider GRV region. The key opportunities identified during the consultation process include:
Improved quality and range of accommodation at key destinations across the region, to meet market segments and identified need.
Equine industry and equestrian facilities.
The Goulburn River and surrounding wetlands.
Family oriented facilities and offer, such as Kidstown.
History and heritage, such as the Tatura War Camps.
River.
Indigenous culture – including indigenous art.
Providing more accessible and better planned touring routes in the region (i.e. food,
Emerging arts and culture scene in Dookie.
Murchison providing a boutique township offer.
Major cycling events in Shepparton and the region.
The Shepparton Art Museum.
Education facilities, including medical training facilities.
Agricultural production, irrigation and agri-business.
Quantity (but not quality) of accommodation.
Motoring and motorsports – events, Shepparton Motor Museum, driving routes.
Linking the food and dining offer in key townships to local produce and the food/wine production strengths of the region.
Capitalising on the equine strengths of the region, with opportunities such as equine events, thoroughbred tours, touring routes or an equine museum/centre.
Improving access to the region’s lakes and waterways – and in particular the Goulburn
wine, equine; history and heritage; rail and river, nature based etc.).
Cycling and mountain biking product opportunities, including:
Better mapping, co-ordination and infrastructure for trails across the region;
Capitalising on the Great Victorian Rail Trail;
Co-ordinated events and marketing across the region, including new events opportunities in appropriate locations.
Capitalising on planning change – changes to the Farming Zone will unlock major opportunities for rural operators and tourism businesses which can be conveyed to the industry.
Linking to high schools to train appropriate staff and provide work experience
7.3.2. ISSUES AND CONSTRAINTS
opportunities.
quality stock to service business needs.
Providing operator education and training programs.
7 . 3. G REATE R S HEPPART ON 7.3.1. STRENGTHS
Retail and shopping.
Business and conferencing facilities – events.
Major events facilities, including Tatura Park and Shepparton Showgrounds.
Major sporting assets (the Shepparton Sporting Precinct) and the ability to attract
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
The lack of adequate rail service to Shepparton is considered a major impediment to the growth of tourism.
Improving opening hours and businesses educating businesses on the needs of the tourism industry.
major sports events.
The quality of accommodation – generally average motel standard with limited high
Lack of access to the Goulburn River; particularly in Shepparton – an audit and understanding of the opportunities is required.
Product in the region could be better packaged to appeal to key visitor markets, such as families.
Signage and wayfinding requires improvement.
Parking in Shepparton.
Improving the events offer – events could include food and drink, multiculturalism, indigenous, education/medical and agricultural/industrial.
7.3.3. PRODUCT AND INFRASTRUCTURE OPPORTUNITIES DISCUSSION MUNICIPALITY-WIDE
Gaining golf market share from locations such as the Murray River.
Geo-caching.
Bird-watching in the region.
Providing tourist trails through the region (food, wine and equine) which utilise the river and other natural assets.
SHEPPARTON
Hosting new sporting events or potentially sporting teams (i.e. during the 2015 Cricket
World Cup).
Possible adventure tourism opportunities in the region, such as multi-sport events.
Improved access to the Goulburn River, in terms of accessibility and activities.
Potential to leverage opportunities for rail, such as carriage purchase, branded services and services geared towards events patrons.
Combined trails that combine the river, rail and local produce across the region.
Improving general signage and streetscapes.
Providing basic infrastructure in towns such as toilets, rest and picnic areas.
Attracting students, such as medical trainees and international students to the region – medical tourism.
Attracting school groups and camps on day and overnight trips.
Agribusiness opportunities, with potential to link with Melbourne Airport and South East Asia.
Packaging products for the family markets (i.e. Kidstown, events, and activities).
Botanic Gardens redevelopment as part of the Australian Botanic Gardens Plan.
Promoting Shepparton as a place of excellence for disability access.
Providing a twilight market to encourage overnight stays and showcase local produce.
Higher quality and more diverse accommodation offer – including 4+ star business accommodation, branded hotels, self-contained and eco-lodge accommodation.
Possible provision of improved multi-cultural experiences that capitalise on the diversity of Shepparton (i.e. the former International Village in Shepparton and recent Emerge festival). Possibilities include events, food and dining or self-guided touring.
Improving the Shepparton streetscape as part of the CBD revitalisation project.
Providing a stand-alone Shepparton Art Museum, which would be a state-wide and regional icon.
The upgrade of room Quality at the Victoria Parklake hotel to provide 4 star accommodation.
TATURA
Enhancing the offer and profile of the Tatura War Camp – understanding the opportunities that are available.
MURCHISON
Promoting Murchison as a boutique destination.
Providing increased diversity in accommodation.
Redeveloping Days Mill to provide a tourism related offer.
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7 . 4. STRATHBOGIE SHIRE
7.4.1. STRENGTHS
Service provider quality – in limited cases, an inability to properly service visitors and to provide a level of service required to meet expectations. A lack of co-ordination of regional events – information on events is not adequately co-ordinated in a consolidated calendar.
Natural assets – Strathbogie Ranges/Tablelands, Nagambie Waterways.
Water-based activities – fishing, boating, swimming (Nagambie Lakes).
Local produce / agri-business – food & wine.
Capacity for mountain biking, cycling and events.
Equine industry and events (nb: Black Caviar statue recently unveiled in Nagambie).
Annual programs of events (i.e. recent Showjumping Championships and water
Lack of quality accommodation (type and quality) in key townships.
based events in Nagambie, Carriage driving in Longwood).
Some tourism businesses, such as wineries and major equine operations, often work
A lack of tourism resources within Council – tourism, economic growth and planning are consolidated, which can disperse the focus on tourism and economic
History and heritage, including heritage buildings and military history (such as the
Sourcing of tourism staff with appropriate skills base – businesses find it difficult to recruit skilled and appropriate staff for their tourism businesses.
in isolation; making it difficult to co-ordinate packages and promotions.
Nagambie is an evolving and developing tourism hub – there is evidence of significant planned development in the pipeline, including new accommodation.
development.
7.4.3. PRODUCT AND INFRASTRUCTURE OPPORTUNITIES DISCUSSION
Military Trail – Seymour, Euroa, Benalla, Wodonga and the proposed Honouring Our Heroes Statues in Euroa).
SHIRE-WIDE
Sporting events and facilities.
Independent / unique retail in townships.
Mangalore Airport.
Parks and amenity in Euroa.
A pro-active Business / Council relationship.
7.4.2. ISSUES AND CONSTRAINTS
Equine product, with potential opportunities including:
Equine Events – i.e. ‘Horses Birthday Event’ Festival/Carnival centred on the racing/breeding industry or a family friendly equine event (i.e. pony’s) in Euroa, or an opening of the Spring Carnival event. Also better marketing and promotion of existing events, such as the Showjumping Championships, would increase visitation;
An equine museum in the region to showcase thoroughbred racing strengths;
Equine conference opportunities;
Equine tours to studs and stables for high yield / international visitors (similar
The lack of adequate rail services to the area is a major constraint.
Lack of visitor information facilities in Euroa – the lack of visitor information facilities in
tours/packages have previous been undertaken to key stables). Combining
Euroa is seen as a major barrier to the capture of passing visitation and the ability to
‘Food, Wine and Equine’ is also an opportunity;
draw visitors from the freeway.
Signage and wayfinding – i.e. poor navigation from highway to Main Street in Euroa.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Opportunities to better engage with thoroughbred studs to explore tourism opportunities;
The development of a new arena or stadium for equine events and to showcase the equine industry in Strathbogie Shire.
STRENGTHS
Cycling and mountain biking product opportunities.
Sporting events (multi-day and multi-sport, cycling, motor sports).
Developing a niche in car rallying and vintage car clubs across the Shire – offering the
Opportunity for the development of Mangalore Airport – including major pilot training operations, connections to the thoroughbred industry and the potential of Mangalore as a third airport outside of Melbourne.
EUROA
History and heritage – i.e. the reuse of underutilised heritage buildings.
Developing Euroa as an RV friendly town.
Adventure activities – cycling, mountain biking, sports, adventure.
Water based activities – boating, fishing, swimming, watersports.
Events – i.e. the Great Victorian Bike Ride, Marysville Marathon.
Accessibility to Victoria’s Snowfields.
The emergence of Yarck as a boutique / emerging tourist destination.
The Great Victorian Rail Trail – success and emerging opportunities.
The rebuild of Marysville – the Vibe Conference Centre is currently underway. Other investments include the $7m Marysville Community Centre.
STRATHBOGIE RANGES
The
Strathbogie
Tablelands
have
tourism
opportunities
including
olive
growing/produce, scenic views, nature based tourism and cycling/mountain biking.
Support and promote the emerging arts scene, particularly in the Strathbogie Ranges (i.e. the Altitude Arts Festival).
NAGAMBIE
Local produce – food & wine.
ISSUES AND CONSTRAINTS
Public transport, both to Melbourne and between townships.
Poor signage – in townships and within National Parks and attractions.
Road cycling infrastructure – such as unsealed roads, shoulders and shared roads with heavy vehicles (logging trucks).
The need for continued rebuilding in the region following the 2009 bushfires.
Tired accommodation stock in the Shire, with limited high quality establishments.
Supporting the redevelopment of Nagambie Main Street ($7m traffic and streetscape
Lack of night time economy (food, drink) in Marysville.
project).
Limited budgets for marketing and events co-ordination.
Supporting emerging/pipeline opportunities – i.e. accommodation and food and dining.
Lack of access or infrastructure to realise the potential of the Goulburn River.
Mt Pinniger Resort has been put on hold over environmental concerns.
Eco-tourism
(including
accommodation),
particularly
around
the
Nagambie
Waterways.
Improvements to water-based infrastructure (water access, boating, fishing and swimming facilities).
Natural assets and nature based activities – Lake Eildon, Lake Mountain, High Country.
potential for high yield visitation.
7 . 5. MURRINDI NDI SHIRE
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7.5.1. PRODUCT AND INFRASTRUCTURE OPPORTUNITIES DISCUSSION SHIRE-WIDE
Capitalising on product opportunities along the Great Victorian Rail Trail – i.e.
MARYSVILLE
Marysville to become a wellbeing destination, building on outdoor activities in fresh mountain air and spa and well-being.
Redevelopment of Marysville Golf Club ($1.8m clubhouse and restaurant redevelopment).
accommodation, food and dining, boutique etc.
Potential for a Yarra Valley / High Country Touring Route (Healesville, Marysville,
Improving access to and use of the Goulburn River.
Providing high quality accommodation (4* plus).
Cycling and mountain biking product/infrastructure opportunities.
Support high yield adventure based events.
Developing the night time economy – i.e. dining/drinking experiences.
Tour operation – increasing the quality and range of outdoor/adventure tour operators
Developing Lake Mountain as a summertime destination.
Yarck, Mansfield).
Continued expansion of retail centre including arts, craft retail and food and beverage experiences.
in the Shire.
Cold climate food / farm gate (i.e. trout / salmon) – currently focused on primary
EILDON
produce rather than farm gate.
Plans/funding to improve the Eildon streetscape.
Developing car and motorcycle touring routes across the Shire.
Outdoor education and recreation camps (school children) – low yield but can drive
The formation of ‘Murrindindi Inc’ and the potential for co-ordinated marketing, funding
repeat / future visitation.
applications and events.
Waterfront development opportunities – i.e. waterfront dining and accommodation.
Toolangi zip line proposals (operator in waiting but the proposal has encountered
Improved access and infrastructure to service Lake Eildon (for boats / swimmers etc).
regulatory difficulties).
Rail trail extension from Alexandra to Eildon (as part of the Advancing Country Towns Project).
Realising / raising awareness of opportunities following the relaxing of Farming Zone restrictions (i.e. the Holmesglen Accommodation in Eildon – desire to accommodate
700 houseboats on Lake Eildon – opportunities to better servicing of this sector.
weekend stays).
Farm gate experiences.
Art and culture – linking to operators and events.
Developing new events that can help to brand and raise awareness of destinations.
Eco-tourism and tours.
Geo-caching.
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YEA
Backpacker accommodation to service farm worker market.
Opportunities to better capitalise on passing visitation.
Implementation of an RV Dump Point (funded).
Improving key gateways into Yea.
Improving parking provision.
7.6.1. PRODUCT AND INFRASTRUCTURE OPPORTUNITIES DISCUSSION
KINGLAKE
Spa and wellness resort – received permit, but not progressed.
Farm gate offer (i.e. raspberry farm).
7 . 6. MI TCHE LL SH IRE
SHIRE-WIDE
rates and limited options or low quality for holiday/leisure visitors.
Broadford’s State Motorcycle Sports Complex (and proposed expansion).
Military history – Seymour, Puckapunyal, The Australian Light Horse Memorial Park, Vietnam Veterans Commemorative Walk.
History and heritage streetscape, Kilmore.
Public transport connections to Melbourne (from Seymour).
The Great Victorian Rail Trail (commences at Tallarook).
State Parks and assets – Mount Piper, Tallarook, Trawool Valley.
Dining options and food and drink establishments (including increased opening hours i.e. Sundays in Broadford to cater for State Motorcycle Sports Complex visitation).
STRENGTHS
Increased quantity, type and quality of accommodation. Currently high occupancy
Military theme across the Shire – Vietnam Veterans Commemorative Walk, The Australian Light Horse Memorial Park, Puckapunyal, Military History and Heritage.
Unlocking the Goulburn River and providing improved river access.
Improving signage, interpretation and wayfinding.
Equine / racing opportunities – accommodation, tours, country racing (Kilmore and Seymour).
Farm gate / hobby farm opportunities (i.e. Seven Hills farm stay in Tallarook).
SEYMOUR ISSUES AND CONSTRAINTS
Supporting the funding and acquisition necessary to install a flood levee on the
Accommodation stock – inadequate quality, limited options for tourist trade, with year
Goulburn River, to alleviate flooding issues and unlock riverside development
round high occupancy driven by itinerant workers, army personnel.
opportunities.
Flooding constraints in Seymour are restricting development, particularly on the
riverfront.
Poor signage and wayfinding.
Poor food and dining options limit the ability to retain overnight stays.
Public transport connections between townships.
A lack of child friendly facilities and formal recreation.
As part of the Seymour Structure Plan (proposed for 2014), supporting a masterplan for the riverside precinct.
Riverside opportunities as part of a masterplan, including identification of opportunities to support riverside dining, fixed accommodation and recreational open space.
High quality, four star self-contained accommodation to support the business market.
Remodelled town centre and streetscape – including access and pedestrian/vehicular flow.
Develop Seymour as a military/military history themed town.
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Provide a café in proximity to the Vietnam Veterans Commemorative Walk to service visitors and increase length of stay.
BROADFORD
accommodate National level events and potentially accommodation.
The Australian Light Horse Memorial Park – potential for a light and sound show (i.e. Ballarat).
Possible opportunity for a dedicated events/expo facility.
Expansion of the rail trail from Tallarook to Seymour.
Expansion and redevelopment of Broadford’s State Motorcycle Sports Complex to
Developing the tourism product in Broadford to leverage off visitors to the track, i.e. food and dining and motel/self-contained accommodation.
Promotion/marketing/positioning of Broadford as a motorcycle themed town; complementing the State Motorcycle Sports Complex.
KILMORE
Support the preferred alignment of the Kilmore bypass project (to be completed 2017).
Unlocking creek access and exploring development opportunities.
Restoration of heritage streetscape (Sydney Street).
Improved food / dining / local produce offer.
Diversifying the accommodation offer in terms of type and quality.
TALLAROOK
and heritage buildings.
A local produce store / café to support the boutique offer / rail trail visitation.
Events – i.e. the Boogie Festival - possible scope for further boutique events and festivals.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Limited new accommodation – capitalising on the rail trail, farmers market, arts scene
Leveraging from the Great Victoria Rail Trail.
PART 2: A UDITS
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79
P RODUCT AND E XPERIENCE A UDIT
8.
8 . 1. INTRODUCTION The tourism product and experience audit for the GRV Region has been prepared to
8 . 2. G RV RE GIONA L P ROD UCT OVE RVIEW
understand the diversity of product across the region and current gaps in the tourism
8.2.1. OVERVIEW
product and experience offer. The audit uses GRVTs product database as the primary
The GRV region provides a diversity of visitor product and experiences, which have some
source of information, supplemented by a review of marketing collateral, consultation and
common themes across the region, but also reflect the differences in terms of landscape,
web based research.
location, accessibility of the distinctive sub-regional destinations.
The product and experience audit provides an overview of key product at the regional level,
Tourism products and experiences that span the GRV region often have close links to the
followed an analysis of tourism product at a sub-regional level. This will identify key product
Goulburn River, with many townships being historically developed along the river. It is
strengths, weaknesses and gaps at an appropriate and action orientated scale.
referred to as being ‘the life blood of the region’ and provides irrigation, agricultural and
The experience audit has been provided for each subregion. It profiles the following with regard to the way visitors experience the region:
The visitor journey;
The landscape and setting; and
The product experience.
The experience audit is a subjective account of how visitors ‘may’ experience the sub regional destinations, from the perspective of a visitor from Melbourne, the key geographic market for the region. It has been developed in a way that helps define the essence of a visitor experience to the GRV region.
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, key food and wine experiences, such as Tahbilk, Mitchelton Wines and Fowles Wine offer both cellar door and quality dining experiences. Food, wine and farm gate touring routes also provide self-drive touring opportunities for visitors to explore the best of the regional produce. 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. Driving routes through the Cathedral Range State Park, Kinglake Ranges, Yarra Ranges National Park and the National Trust Trawool Valley are important assets in the nature based experience. 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. In summary, the GRV region has a diverse mix of product across the region.
The
destination is not characterised by one distinct tourism product, but rather clusters of product that flow across municipal boundaries.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Figure 29 provides an overview of key product areas within the GRV region. The product which is most common across the region is nature based tourism, followed by wineries. Other secondary strengths of the region are history and heritage and arts and culture. Whilst the equine sector has been identified as a competitive strength of the region, the activation of produce that is accessible to the public is mainly limited to racecourses at present.
8 . 3. REGIONAL D ISTRIBUTION OF PROD UCT 8.3.1. WINERIES Wineries in the GRV region are dispersed throughout, aligning with the Strathbogie Ranges, Upper Goulbourn and Nagambie Wine Regions. Whilst there are numerous wineries within these clusters, many do not have cellar doors and are only open by appointment, as illustrated in Figure 30.
FIGURE 29 GRV PRODUCT OVERVIEW Product
Proportion of Total Product
Example Regional Attractions
Noteworthy Dining
8%
The Teller Collective, Bank St Wood Fired Pizza and Garden, Fowles Wine Cellar Door.
Wineries
22%
Tahbilk Winery, Fowles Wine, Mitchelton Winery and Monichino Winery (north of Greater Shepparton), Sedona Estate Winery.
Nature Based Tourism
31%
Lake Eildon National Park, The Great Victorian Rail Trail, Kinglake Ranges, Lower Goulburn National Park, Strathbogie Ranges, Lake Mountain
Equine
6%
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, Alexandra Timber Tramway and The Australian Light Horse Memorial Park.
Arts & Culture
13%
Shepparton Art Museum (SAM), Gallery Kaiela, Bangerang Cultural Centre.
Golf
7%
Shepparton Golf Course, Mooroopna Golf Club, Hilltop Golf and Country Club and Marysville Golf Club.
FIGURE 30 GRV WINERIES AND VINEYARDS LOCATION
Source: Urban Enterprise, 2013
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8.3.2. ACCOMMODATION Figure 31 illustrates that the primary accommodation node in the region is in Shepparton.
Table 30 depicts the number of establishments and room capacity by accommodation type in the GRV Region.
Other accommodation clusters primarily exist around key townships throughout the GRV
The majority of fixed accommodation capacity is located in Greater Shepparton (986
region as illustrated below.
rooms), whilst the highest number of camping/caravan park capacity is located in Alexandra, Marysville and Eildon (679 sites).
FIGURE 31 GRV ACCOMMODATION BUSINESSES CLUSTER MAP
Alexandra, Marysville and Eildon region contains the highest number of accommodation establishments; however this is due to the higher number of small operators in the region (bed and breakfasts, farm stays, etc.). TABLE 30 GRV REGION ACCOMMODATION SUMMARY
Number of Establishments
%
Room Capacity (No. of rooms)
%
Caravan /Camp Site Capacity
%
Kilmore/Broadford
13
8%
65
4%
80
4%
Seymour and Surrounds
16
10%
100
6%
152
7%
Nagambie
16
10%
112
7%
390
17%
Shepparton & Surrounds
32
20%
986
60%
659
29%
Euroa and Strathbogie Ranges
21
13%
94
6%
110
5%
Yea and Surrounds
14
9%
52
3%
183
8%
Alexandra/Marysville/ Eildon
39
25%
192
12%
679
30%
Kinglake Ranges
7
4%
54
3%
0
0%
158
100%
1655
100%
2253
100%
GRV Region
*Note: Indicates an understated number of beds due to lack of data.
Source: Urban Enterprise, 2013 Note: Location is indicative only, particularly where accommodation clusters exist.
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8.3.3. NATURE BASED TOURISM ASSETS QUALITY OF ACCOMMODATION
Figure 32 provides a summary of the key nature based tourism assets in the GRV region.
There are very few large, high quality ‘internationally branded’ tourist accommodation
The majority of nature based product is located to the south and east of the region in
establishments in the GRV region. The highest branded and quality accommodation
Strathbogie and Murrindindi Shires. This aligns with the rugged Great Dividing Range
consists of four star hotels and motels, including:
which runs through most of Murrindindi Shire.
Quest Shepparton;
Quality Hotel Park Lake Shepparton;
Best Western – The Carrington;
Best Western – Wyndhamere Hotel.
These hotels/motels are all located in Shepparton. Generally across the GRV region there is a lack of high quality accommodation stock, to cater for high yielding and international markets; with much of the higher star self-rated accommodation being in the form of B&Bs, guest houses and holiday home/self-contained accommodation. Accommodation rating data is sourced from web-based information, including accommodation self-ratings and booking websites. Data is often limited due to its reliance on self-ratings for accommodation quality. However, due to lack of available information, the data is considered reasonable for the purposes of a broad product analysis.
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FIGURE 32 NATURE BASED TOURISM ASSETS
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8 . 4. S UB -REG IO N A L D E S TIN A T ION A UD IT
FIGURE 33 SUB-REGIONAL DESTINATION AUDIT
Analysing the tourism product and experiences across sub-regional destinations provides an in-depth assessment of tourism product at a destination level. The region has been subdivided into 8 sub-regional destinations, based on differences in the product strengths, data collection areas and potential synergies with surrounding tourism regions and products. The purpose of the sub-regional audit is to determine key attractions and identify strengths and potential opportunities for each sub regional cluster. Noteworthy dining in the subregions has been included to highlight establishments which have a strong visitor profile and reputation. The eight sub-regional destinations include: 1.
Kilmore/Broadford;
2.
Seymour & Surrounds;
3.
Kinglake Ranges;
4.
Yea & Surrounds;
5.
Alexandra/Marysville/Eildon;
6.
Nagambie and Surrounds;
7.
Euroa & Strathbogie Ranges; and
8.
Shepparton & Surrounds.
Source: Urban Enterprise. 2013
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
which draw visitors to the town, other than the highway traversing Sydney Street include
8 . 5. KILMORE / BROADFO RD
the Kilmore Golf Club and Racecourse.
8.5.1. EXPERIENCE PROFILE OF KILMORE/BROADFORD
Broadford draws many visitors to town to utilise the State Motorcycle Sports Complex. The track draws mainly daytrip visitors as the town has little provision for overnight visitation.
THE VISITOR JOURNEY
Whilst the track is a key attraction, it has poor links with the Broadford Township.
The Kilmore / Broadford area is only 45 minutes from Melbourne’s CBD. The quality of road infrastructure and ease of travel from Melbourne ensures that both Kilmore and Broadford are an easy daytrip or half daytrip from Melbourne.
Heritage experiences in Kilmore include the Tramways museum at Bylands just south of the township which displays a preserved tramway fleet as well as the Old Kilmore Gaol in which visitors can be part of a small guided tour.
The region is also accessible by public rail transport and requires only a short trip on the regional railway line from Southern Cross Station.
The main nature based experiences available in this sub region relate to those available at Mount Disappointment including hiking, viewing native wildlife, bird life and trail bike riding, most of which is accessible from near Wandong.
THE LANDSCAPE EXPERIENCE
The landscape of Kilmore / Broadford and the southern Mitchell Shire is in stark contrast to the urban environment of Melbourne’s metropolitan area. Both towns are tucked within the Great Dividing Range which forms rolling hills as a backdrop to visitors. When visitors enter Kilmore they are greeted by a main street that is steeped in history, a well preserved town with grand heritage buildings, many of which date to the 19th century. Visitors to Broadford are greeted by a quiet country town with a spacious and pleasant streetscape. The township is set close to Mount Disappointment and Tallarook State
8.5.2. PRODUCT OVERVIEW Table 31 provides an overview of the destination product in the Kilmore/Broadford region. Nature based product is the most common in the region in terms of quantity, however the overall depth of experience for the visitor is limited to the key attractions. In the case of Broadford, the State Motorcycle Sports Complex is a key drawcard, however there is a lack of complementary product.
Forests, which provide a mountainous backdrop. Broadford is largely vegetated with native gum trees which provide a parkland setting for the visitor. THE PRODUCT EXPERIENCE
The experience profile of this sub region is largely history and heritage based with several notable buildings to view in both Broadford and Kilmore. Kilmore has over 40 notable nineteenth century bluestone buildings and there are several noteworthy heritage buildings in Broadford, including Pioneer Cottage and the Broadford Courier. There are also a number of historic trestle bridges in the region. The activation of the heritage buildings in both towns however is limited.
There is
opportunity for reuse of the heritage buildings with a tourism focus in the future. Kilmore is an emerging destination and whilst an easy daytrip from Melbourne the product experience for most visitors is limited to a stopover for food and drink. The key products
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TABLE 31 KILMORE/BROADFORD – KEY PRODUCT Number of Product
TABLE 32 KILMORE/BROADFORD ACCOMMODATION SUMMARY
Example Key Product Type
Number of Establishments
%
Number of Rooms/Sites
%
Noteworthy Dining
1
Kilmore Kurry Palace
Wineries
1
Mt William Winery
Apartments/Self Contained
0
0%
0
0%
Nature Based Tourism
5
Mt. Disappointment, Mt Piper
Bed and Breakfast*
5
42%
10
7%
3
25%
7
5%
3
Kilmore Racing Club, Uncle Nev’s Trail Rides, Pretty Sally Trail Rides
Farm Stay
Equine
Group Accommodation
0
0%
0
0%
History & Heritage
2
RAAC Memorial and Tank Museum, Heritage Architecture/Buildings
Hostel
0
0%
0
0%
Arts & Culture
3
Kilmore Art Expo, Glass Blower
Hotel/Motel
3
25%
48
33%
Golf
3
Kilmore Golf Club, Hidden Valley Golf & Country Club, Broadford Golf Club
Total Fixed Accommodation
11
92%
65
45%
Caravan Park/Camping*
1
8%
80
55%
Total Accommodation
12
100%
145
100%
8.5.3. ACCOMMODATION The majority of fixed accommodation establishments are Hotel/Motels and Bed and
*Note: Indicates an understated number of beds due to lack of data.
Breakfasts in the Kilmore / Broadford region, as illustrated in Table 32. There are a total of 65 rooms and 80 campsites in Kilmore / Broadford region. There is also casual camping
TABLE 33 ACCOMMODATION STAR RATING
on public land, such as at Mount Disappointment. The overall accommodation offer is of limited quality, and would benefit from an increased quality/quantity of accommodation to cater for major events and VFR markets. Although the
Kilmore/Broadford
1 - 1.5
2 - 2.5
3 - 3.5
4 - 4.5
5
N/A
0
0
4
2
0
7
1
product audit has found two small scale self-rated 4 star establishments . 8.5.4. PRODUCT GAPS The product audit has identified gaps and opportunities for the sub-region, based around the tourism product and infrastructure offer. These include: 1.
A lack of noteworthy dining in the Kilmore / Broadford region. A quality bistro style food option would suit the region, particularly Broadford.
1
Laurel Hill Cottage and Annies Cedars Farm Cottage.
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2.
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.
3.
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.
4.
Self-contained accommodation in Kilmore to cater for VFR and events visitation.
5.
The under-utilisation of heritage buildings for tourist uses in Kilmore.
8 . 6. SEY MOUR AND SURROUND S
THE PRODUCT EXPERIENCE
The product profile of the sub region focuses on the history and heritage value of the region, and in particular, the rich military and rail service history. A diversity of historical attractions can be experienced in Seymour, such as the Seymour Railway Heritage Centre where visitors can experience historic carriages, steam and diesel locomotives. Seymour region is also home to the largest armour museums in the Southern Hemisphere, the Army Tank Museum at Puckapunyal. A new experience which aligns well with the military history, and the region’s historic base as a training ground for troops prior to leaving to Vietnam, is the Vietnam Veterans Commemorative Walk. Visitors also have the opportunity to experience history and heritage through the diverse range of historical buildings in the area, including the Royal Hotel and the Old Courthouse
8.6.1. EXPERIENCE PROFILE THE VISITOR JOURNEY
Seymour and surrounds is accessed by excellent highway and public transport infrastructure. One hour from Melbourne the township is an easy daytrip from Melbourne via road or train. Seymour proves to be a popular stopping location for visitors prior to reaching Melbourne from regional Victoria and interstate as it is the last major town before reaching the metropolitan area. THE LANDSCAPE EXPERIENCE
Seymour is located on the Goulburn River flats, just north of where the Goulburn River breaks through Tallarook and Strathbogie Ranges.
in Seymour. The Old Post Office Fine Art Gallery & Licensed Restaurant is also of significance and a key location to view Australian art. The nature based experience in the Seymour area is focused on a number of Goulburn riverside parks which are used for the basis of recreational activities including picnics, fishing and boating. It is also a key water sports location with river cruises, boat hire and rafting available to visitors. The Great Victorian Rail Trail commences in Tallarook which is becoming a key visitor attraction in the region, and major biking route.
Adventure
experiences are also on offer in the region including hand gliding in Tallarook State Park and several popular rock climbing sites. Seymour is marketed as being the gateway to the Goulburn Valley and Heathcote wine regions and it is situated within close proximity to several local wineries. Local wineries and regional produce is celebrated annually at one of the region’s key food and wine events,
The ranges provide a scenic backdrop for the large urban township, whilst the river parkland
Seymour’s Tastes of the Goulburn, which provides an opportunity for visitors to experience
reminds the visitor of the rural setting surrounding the township.
the regional food and wine. The Tooborac Hotel and Brewery is also a feature of the food
For the visitor, Seymour can be a confusing town to navigate, the location of Seymour’s
and wine experience offering in the sub region, where visitors can sample craft beers within
Main Street is not obvious and there are a number of small commercial precincts dotted
a heritage building.
throughout the township. In addition the railway line, the river and the irregular road
The food and dining experience in Seymour is also limited to very few cafes and there are
patterns intersect the town which add to the confusion.
limited quality food experiences in the town.
The visitor arriving at Tallarook is greeted by a small picturesque village at the head of the Great Victorian Rail Trail. Tallarook’s relaxed country setting, large private gardens and heritage buildings provide the visitor with a true sense of escape.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
8.6.2. PRODUCT PROFILE
8.6.3. ACCOMMODATION PROFILE
The product profile of Seymour & Surrounds highlights the greatest quantity of product lies
The majority of accommodation beds are supplied by Motels in Seymour & Surrounds, with
in nature based tourism. However the quality of the nature based product is not at an iconic
approximately 100 rooms and 152 caravan/camping sites available. The majority of
or drawcard level.
accommodation is 3 star rated motel accommodation
The main attractions which act as drawcards to the region are the history and heritage
2
, with limited high quality
accommodation available in the sub-region.
product, in particular the Vietnam Veterans Commemorative Walk, Tramway Museum and
The audit highlights a lack of diversity in the accommodation capacity available with 33%
The Australian Light Horse Memorial Park.
in motel and 60% in Caravan Parks. One of the gaps is potentially larger scale selfcontained accommodation in Seymour.
TABLE 34 SEYMOUR & SURROUNDS – KEY PRODUCT TABLE 35 ACCOMMODATION SUMMARY – SEYMOUR AND
Number of Product
Example Key Product
Noteworthy Dining
1
Wineries
4
Nature Based Tourism
10
Seymour Multipurpose Walking Trail
1
Seymour Racing Club, Seymour Dressage and Showjumping Club The Australian Light Horse Memorial Park
Equine
No. 96 Café Rocky Passes Estate
4
Bylands Heritage Tramway Museum Tank Museum Vietnam Veterans Commemorative Walk
Arts & Culture
5
Number of Establishments
Type
%
Number of Rooms/Sites
%
Rowanston on the Track
Seymour Railway Heritage Centre History & Heritage
SURROUNDS
Old Post Office and Fine Art Gallery, Tallarook Art Show, Tastes of the Goulburn
Apartments/Self Contained
3
19%
8
3%
Bed and Breakfast*
3
19%
7
3%
Farm Stay
1
6%
2
1%
Group Accommodation
0
0%
0
0%
Hostel
0
0%
0
0%
Hotel/Motel
6
38%
83
33%
Total Fixed Accommodation
13
81%
100
40%
Caravan Park/Camping*
3
19%
152
60%
Total Accommodation
16
100%
252
100%
*Note: Indicates an understated number of beds due to lack of data.
2
Product audit has also found two self-rated 4 star establishments, including Auto Lodge Motor Inn and Saratoga Lodge; which are self-rated properties.
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TABLE 36 ACCOMMODATION STAR RATING 1 - 1.5 Seymour and Surrounds
2 - 2.5
0
0
3 - 3.5 7
8 . 7. KINGLAKE RANGES 4 - 4.5 2
5
N/A 0
8.7.1. EXPERIENCE PROFILE 7
8.6.4. PRODUCT GAPS
THE VISITOR JOURNEY
The Kinglake Ranges can be accessed via a number of roads exiting Melbourne including the Yea Whittlesea Road, Melba Highway, Healesville Kinglake Road and Heidelberg
The product audit has identified gaps and opportunities for the sub-region, based around
Kinglake Road. The journey for each varies, but the common theme is rising above the
the tourism product and infrastructure offer. These include:
Melbourne plain into a lush forested environment.
6.
A quality café / boutique / coffee offer in Seymour; this could be linked to the Vietnam
The trip from Melbourne via most routes is just over an hour; however the road infrastructure
Veterans Commemorative Walk. This could increase yield, capture passing trade and
is mainly single lane and built up.
cater to strong business markets. 7.
General quality of dining options in the region.
8.
High quality self-contained accommodation in Seymour that caters for VFR and business markets, similar to a small/medium scale Quest accommodation.
9.
The provision of conference facilities in Seymour to capitalise on the accessibility and stature of the town as a regional centre.
10.
11.
THE LANDSCAPE EXPERIENCE
The Kinglake Ranges environment is vastly different from the plains of Melbourne, with significantly higher rainfall, large areas of forest and in some areas temperate rainforest. Upon arriving in the Kinglake Ranges the fresh eucalyptus infused air is a welcome escape from the urban environment below the ranges.
Boutique accommodation offer in Tallarook, which can capitalise on the location at
THE PRODUCT EXPERIENCE
the start of the Great Victorian Rail Trail.
The major attraction in this region is the Kinglake National Park, an important Nature Based
A high quality local produce or artisans store in Tallarook that capitalises on the rail
Tourism Product for the GRV region, within close proximity to Metropolitan Melbourne.
trail.
Promoted as being situated conveniently close to Melbourne and offering striking views of the Melbourne skyline it provides a number of opportunities for visitors to go camping, bushwalking and enjoy the outdoors at a number of picnic spots including Masons Falls Picnic Area. Although much of the park is still in its regeneration phase following the 2009 fires, the park’s ‘natural revival’ is in itself promoted as one of the selling points of the experience within this park. The Kinglake Ranges also have various mountain streams which are home to fishing and other water activities such as King Parrot Creek and the catchment for Yea River.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Kinglake is a popular destination for road cyclists with two challenging climbs from Melbourne via Humevale and St Andrews. Bowden Spur also offers formal mountain biking
TABLE 38 ACCOMMODATION SUMMARY – KINGLAKE RANGES
infrastructure for bikers to experience the region. Number of Establishments
%
Number of Rooms/Sites
%
Apartments/Self Contained
0
0%
0
0%
Bed and Breakfast*
6
86%
28
52%
horse friendly. The undulating terrain and forests provide an excellent backdrop for horse
Farm Stay
0
0%
0
0%
riders to explore the country in close proximity to Melbourne.
Group Accommodation
1
14%
26
48%
8.7.2. PRODUCT PROFILE
Hostel
0
0%
0
0%
The product profile for Kinglake is limited to nature based, farm gate and equine. In order
Hotel/Motel
0
0%
0
0%
Total Fixed Accommodation
7
100%
54
100%
Caravan Park/Camping*
0
0%
18
0%
Total Accommodation
7
100%
72
100%
Kinglake is an area of high quality soils and high rainfall. There are various producers in
Type
the region growing raspberries, cherries, blueberries and strawberries and other fruit and vegetables. There are farm gate and road side stops which operate on weekends which can be experienced by vehicles touring through the region. Kinglake is often explored by horse, with a number of tracks throughout the Ranges being
to drive further visitation further product development that leverages from the natural environment and high quality agricultural soils should be explored. TABLE 37 KINGLAKE RANGES – KEY PRODUCT Number of Product
Example Key Product
8.7.4. PRODUCT GAPS
Noteworthy Dining
2
Flying Tarts Bakery and Cafe
Wineries
3
Phillip Lobley Wines
the nature based offer in the sub-region. These include:
Nature Based Tourism
4
Kinglake National Park
12.
Equine
1
Melbourne Indoor Equestrian Centre
The product audit has identified gaps and opportunities for the sub-region, based around
attract day trip / passing visitation from Melbourne. 13.
14.
Kinglake Ranges.
Past research undertaken by Urban Enterprise for the Kinglake
Self-contained accommodation/B&B and/or group accommodation units catering for the Nature Based Tourism experience.
bed and breakfasts and an adventure camp in Kinglake West, totalling 54 rooms. The overall capacity is very limited and results in a very low overnight visitation to the
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.
8.7.3. ACCOMMODATION PROFILE The audit identified 7 accommodation establishments in the Kinglake Ranges which include
Farm-gate attractions and farm-gate businesses across the Kinglake Ranges to
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.
Equestrian Centre Feasibility Study highlights opportunities for group and self-contained accommodation.
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8.8.2. PRODUCT PROFILE
8 . 8. YEA AND S URRO UNDS
Yea and surrounds, whilst being a popular food stopover, has only one noteworthy dining 8.8.1. EXPERIENCE PROFILE
establishment. The key products in the region include wineries and nature based tourism. Both however are largely underdeveloped. The Yea Wetlands and new interpretive centre
THE VISITOR JOURNEY
will create a strong nature based product in town.
Yea is visited by most as a stopover on the way to the high country, lakes and rivers. The Yea–Whittlesea Road, Goulburn Valley Highway and Melba Highway all arrive in Yea and provide the visitor with a welcome stopover one hour and a half from Melbourne.
Whilst nine wineries are located in the region, they are largely under developed from a tourism perspective, with most being open only by appointment and have limited complimentary food offer.
The journey to Yea by car along the three main highways that reach the township from the south are interesting scenic drives and on the weekends are enjoyed by motor enthusiasts,
TABLE 39 YEA AND SURROUNDS – KEY PRODUCT
car clubs and motor cycle clubs. Gateways in to the town however, are visually poor and Number of Product
Example Key Product
Noteworthy Dining
1
Yea Peppercorn Hotel
Wineries
9
Sedona Estate
could benefit from improvement. THE LANDSCAPE EXPERIENCE
Yea is set in a valley surrounded by steep hillsides. Yea provides the visitor with a
Strath Creek Falls
picturesque setting, a main street with a large parkland median and historic retail buildings. Yea is also surrounded by the Yea River wetlands, currently under improvement and development as a stopover destination.
Nature Based Tourism
5
Black Range State Forest Yea Wetlands Murrindindi Reserve (Wilhelmina Falls)
THE PRODUCT EXPERIENCE
Equine
1
Yea Racecourse
passing visitors. The Main Street of Yea provides an excellent and accessible setting for
History & Heritage
2
Hume & Hovel Cricket Ground
stopovers for coach and car visitors with adequate parking at most times.
Arts & Culture
3
Gallery 34, The Highlands Studio Gallery
The range of food provided in Yea is suited to a quick stopover and generally meets a broad
Golf
1
Yea Golf Club
The product experienced in Yea by most visitors consists mainly of food and beverage by
range of segment needs. Yea and surrounds is a burgeoning food and wine area, with a number of wineries within
8.8.3. ACCOMMODATION PROFILE
close proximity to Yea, including Sedona Estate and Rocky Passes.
The level of
There is a mix of visitor accommodation stock in Yea, including motels, B&Bs,
experience by the visitor however is limited in a food and wine sense with many operators
apartments/self-contained units and caravan/campsites. Accommodation is generally of
not being open to the public or being open by appointment only Yea also has a self-guided heritage walk experience for visitors which outlines the town’s heritage links and includes several National Trust buildings.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
average quality; however, the region has four self-rated 4 star establishments3 including
16.
the Yea Peppercorn Hotel.
A boutique retail operator in Yea, such as an arts / crafts / local produce store, could capture passing snowfields visitation and diversify the township offer.
TABLE 40 ACCOMMODATION SUMMARY – YEA AND SURROUNDS
Number of Establishments
Type
Number of Rooms/Sites
%
%
17.
High quality self-contained accommodation in Yea.
18.
Contemporary dining options in Yea to support the night time dining offer.
19.
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 Apartments/Self Contained
5
36%
14
6%
Bed and Breakfast*
2
14%
4
2%
Farm Stay
1
7%
2
1%
Group Accommodation
0
0%
0
0%
Hostel
0
0%
0
0%
Hotel/Motel
3
21%
32
14%
Total Fixed Accommodation
11
79%
52
22%
Caravan Park/Camping*
3
21%
183
78%
Total Accommodation
14
100%
235
100%
Yea and Surrounds
0
2 - 2.5 0
3 - 3.5 2
8 . 9. A LEXANDRA / MA RYSVILLE / EILDON 8.9.1. EXPERIENCE PROFILE THE VISITOR JOURNEY
Marysville is accessed from Melbourne via Healesville and the Black Spur, a twisting road through towering mountain ash and temperate rainforest. Visitors coming from interstate access Marysville via the Maroondah highway, with the Cathedral Ranges and Cathedral Ranges State Park providing a magnificent backdrop on the visitor journey. Alexandra is located on the Maroondah Highway and can be accessed from Melbourne via Yea or Via the Black Spur. In any case, the journey from Melbourne approaches two hours. Eildon is located on the southern shores of Lake Eildon at the Goulburn River, and can be
TABLE 41 ACCOMMODATION STAR RATING 1 - 1.5
destination on the Great Victorian Rail Trail.
accessed in just over 2 hours from Melbourne via Alexandra. The town is built around a 4 - 4.5 4
5
central garden which fronts Main Street and enjoys a dramatic mountain backdrop.
N/A 0
8
THE LANDSCAPE EXPERIENCE
The visitor is provided with a true sense of escape when arriving in Marysville, surrounded 8.8.4. PRODUCT GAPS
by the overpowering Victorian High Country.
The product audit has identified gaps and opportunities for the sub-region, based around
The lush countryside of the Marysville and Buxton area is a vast contrast to Melbourne and
the experience and product offer. These include:
most areas of Australia.
3
Arora Castle Cottages, Halls on Falls Homestead, Yea Peppercorn Hotel and Strath Valley B&B.
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Marysville has long been a tourist destination at the foot of Lake Mountain. Following the
Trout fishing is also a key recreational experience in the sub-region, with the Goulburn River
bushfires the township has taken on a starkly different character. Once a town dominated
and Eildon Pondage described as two of the best locations in Victoria to go trout fishing.
by cottage type architecture, the township is now a hub for a contemporary urban
The town of Buxton is also highlighted as a trout fishing destination and home to the Buxton
experience. From that sense Marysville offers something completely unexpected for a
Trout and Salmon Farm.
visitor to regional Victoria. Marysville provides access to the Marysville Trails; which constitute 14 trails in and around Marysville that take in numerous natural features and iconic waterfalls, such as Steavenson Falls.
Alexandra provides opportunities to experience historic architecture, such as the National Trust-classified post office, national bank and law courts. The Timber Tramway and Museum also displays artefacts from the timber industry.
Alexandra is a quaint township with a strong service sector role. A walkable and compact township core provides the visitor with a strong sense of place.
8.9.2. PRODUCT PROFILE
Eildon Township may confuse a new visitor; expectations of a lakeside town are quickly
The profile of product in the sub region highlights a strong nature based offer, with key
diminished, with the township located well below the weir. A township which served its role
attractions such as Lake Mountain.
as a temporary workers village, the architecture and township layout does not provide a particularly picturesque setting. The experience of the township highlights a need for
The region is also emerging as a wine destination and arts and cultural destination.
improved master planning and streetscapes. PRODUCT EXPERIENCE
The Alexandra / Marysville / Eildon region has a strong nature based tourism product, including Lake Eildon National Park, the Great Victorian Rail Trail, Cathedral Range State Park and the Murrindindi Scenic Reserve. It is also characterised by its proximity to the High Country and alpine tourism in the winter months at Lake Mountain. The key townships of Eildon, Alexandra, Lake and Marysville offer opportunities for visitors to engage in nature based activities, including water and snow based activities, walks and scenic waterfalls. A large range of activities can be carried out on Lake Eildon including kayaking, waterskiing, and wakeboarding. Visitors can also relax by the lake’s edge by renting a houseboat or camping by the shore. Native bushland, wildlife and scenic views of Mt Buller can also be enjoyed along trails within Lake Eildon National Park. Marysville has key experiences relating to its proximity close to the alpine resort of Lake Mountain (with skiing, tobogganing and snow based activities) and nature based experiences with the Yarra Ranges National Park. Cycling is also prominent in the area, such as the Lake Mountain leg of the 7 Peaks Ascent Challenge which is a 22km ride form Marysville to the top of Lake Mountain.
Surrounded by State Forest, the product in
Marysville is focused on nature with walks and waterfalls, such as Michaeldene Track and Steavenson Falls, being iconic experiences in the region.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
TABLE 42 ALEXANDRA / MARYSVILLE / EILDON – KEY
TABLE 43 ACCOMMODATION SUMMARY – ALEXANDRA /
PRODUCT
MARYSVILLE /EILDON Number of Product
Example Key Product
Number of Establishments
Type
Number of Rooms/Sites
%
%
Noteworthy Dining
1
Marysville Patisserie
Wineries
5
Buxton Ridge, Little River
Apartments/Self Contained
10
26%
31
4%
Lake Eildon National Park
Bed and Breakfast*
11
28%
24
3%
Farm Stay
3
8%
10
1%
Murrindindi Scenic Reserve
Group Accommodation
0
0%
0
0%
Nature Based Tourism
13
Great Victorian Rail Trail Cathedral Range State Park
Equine
2
Alexandra Race Club
Hostel
0
0%
0
0%
History & Heritage
1
Alexandra Timber & Tramway Museum
Hotel/Motel
7
18%
127
15%
Arts & Culture
5
Bruno's Art and Sculpture Garden
Total Fixed Accommodation
31
79%
192
22%
Caravan Park/Camping*
8
21%
679
78%
Golf
3
Total Accommodation
39
100%
871
100%
Alexandra Golf Club Eildon Golf Club Marysville Golf Club
TABLE 44 ACCOMMODATION STAR RATING
8.9.3. ACCOMMODATION PROFILE Alexandra / Marysville / Eildon provide a significant accommodation base in the south east
1 - 1.5
2 - 2.5
3 - 3.5
4 - 4.5
5
N/A
of the GRV region, including a significant base for camping/caravanning, hotels/motels and Alexandra/Marysville/Eildon
self-contained accommodation.
0
0
7
5
0
27
Accommodation in Alexandra / Marysville and Eildon is generally of a medium-level quality, although the product audit has found four self-rated 4 star establishments 4 .
The
accommodation offer in Marysville will vastly improve with the completion of the Vibe Conference Centre.
4
Mittagong Homestead and Cottage, Clyde Cottage, Sugarloaf Road Boathouse and Elite Stays.
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8.9.4. PRODUCT GAPS The product audit has identified gaps and opportunities for the sub-region, based around the experience and product offer. These include: 21.
Quality food and dining options in both Alexandra and Eildon (i.e. waterfront dining in 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 diversity 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.
29.
Waterfront activities, operations and development opportunities on Lake Eildon.
30.
High quality boutique café / produce store and boutique accommodation in Yarck to complement the existing boutique offer and capture rail trail visitation.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
8 . 10 . NAGA MB IE AND SURRO UNDS
provides limited formal tourism product, there is significant interest in this sector from a wide
8.10.1. EXPERIENCE PROFILE OF NAGAMBIE AND SURROUNDS
The region also offers several opportunities to view the Strathbogie Ranges and
range of visitors.
surrounding plains from the air with various operators providing sky diving, gliding and hot THE VISITOR JOURNEY
air ballooning opportunities.
Nagambie is accessed from Melbourne via the Hume Freeway and Goulburn Valley Freeway. The journey to Nagambie is predominantly on two lane freeway and can be accessed from Melbourne in around one and a quarter hours.
8.10.2. PRODUCT PROFILE The product profile highlights the key strength of the sub region is food and wine, with a number of destination dining restaurants and large wineries.
THE LANDSCAPE EXPERIENCE
The region provides the visitor with a mix of nature based and horticultural setting. The township of Nagambie was once a thoroughfare for large trucks prior to the bypass. The township is now in transition from being a stopover town to a destination. The large wide
The nature based product offer is centres around the Nagambie Lakes. TABLE 45 NAGAMBIE & SURROUNDS – KEY PRODUCT
street and views across the lake provide an excellent backdrop for a tourism experience.
Number of Product
Example Key Product
Noteworthy Dining
5
Tahbilk Café, Mitchelton Restaurant, Bank Street Woodfired Pizza & Gardens, Fowles Wine & Cellar Door
Wineries
8
Tahbilk Winery, Mitchelton Winery
including sailing and water skiing on Lake Nagambie, which hosts Australia's national
Nature Based Tourism
4
Tahbilk Wildlife & Wetlands Reserve, The Goulburn Explorer (cruise)
standard rowing and canoeing titles each summer. Visitors can also experience the variety
Equine
1
Black Caviar Statue
History & Heritage
6
Goulburn Weir
Winery and Mitchelton. The food and wine experience at Tahbilk Winery is enhanced as
Arts & Culture
1
Avenel Maze
part of a unique nature based experience at the winery where can access the wetlands as
Golf
2
Avenel Golf Club, Nagambie Golf Club
THE PRODUCT EXPERIENCE
Nagambie and Surrounds is known for high quality wineries and dining options as well as water and nature based experiences. Water based recreational experiences are central to the product profile of Nagambie
of bird life, native plants and animals along the Nagambie Waterways. Nagambie has a strong reputation for food and wine, with two renowned wineries at Tahbilk
part of a guided tour or through the adjoining Wildlife Reserve. Also, the recently launched the Goulburn Explorer is a cruise which links Mitchelton and Tahbilk via the Goulburn River.
8.10.3. ACCOMMODATION
The equine thoroughbred industry is also a major asset to the region, with a number of
Accommodation is generally comprised of camping and caravan parks, hotels/motels and
internationally renowned studs operating in Strathbogie Shire.
apartments/self-contained units. The product audit has found four self-rated four star
Whilst this currently
establishments5.
5
3One7 on High Jetty Apartments, Nagambie Lakes Leisure Park, Comfort Inn and Harvest Home.
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33.
The accommodation supply in Nagambie is generally adequate for current demand,
An equine tour, touring route, event, or museum/centre to capitalise on the thoroughbred strengths of the region.
however in Avenel, there is a limited supply. Small self-contained accommodation may be explored in Avenel. TABLE 46 ACCOMMODATION SUMMARY – NAGAMBIE AND SURROUNDS
34.
High end, large accommodation facility to support the high quality winery offer.
35.
Eco-tourism opportunities linked to the Nagambie Waterways.
8 . 11 . E UROA AND T HE ST RA THBOG IE RANGES Number of Establishments
Type
Number of Rooms/Sites
%
%
8.11.1. EXPERIENCE PROFILE
Apartments/Self Contained
5
31%
19
4%
Bed and Breakfast*
1
6%
7
1%
Farm Stay
2
13%
5
1%
hour drive from Melbourne.
Group Accommodation
0
0%
0
0%
The Strathbogie Ranges however, have much lower grade roads; this is evident on the trip
Hostel
1
6%
13
3%
Hotel/Motel
4
25%
68
14%
Total Fixed Accommodation
13
81%
112
22%
Caravan Park/Camping*
3
19%
390
78%
Total Accommodation
16
100%
502
100%
THE VISITOR JOURNEY
Euroa and Violet Town are accessed from Melbourne via the Hume Freeway, an easy 1.5
to both Strathbogie and Ruffy.
The Hume Freeway journey traverses alongside the
Tallarook and Strathbogie Ranges, which provide an interesting backdrop to the journey. THE LANDSCAPE EXPERIENCE
The terrain in the subregion is typified by hill and boulder country. Giant granitic rocks are strewn throughout the country side and a trip into the ranges is met with interesting formations along the roadsides. The region is predominantly dry land grazing and cropping with the odd winery or olive
TABLE 47 ACCOMMODATION STAR RATING
grove providing relief.
1 - 1.5
2 - 2.5
3 - 3.5
4 - 4.5
5
N/A
0
2
3
4
0
7
Euroa provides the visitor with an interesting heritage experience, with various historic buildings dotted through the town. The journey on the old Sydney Road through the town
Nagambie and Surrounds
provides remnants of the town’s prior focus to the service the passing traveller. The reuse of old service station sites is still to be completely realised.
8.10.4. PRODUCT GAPS
Locating precincts within the township of Euroa can be a challenge for the visitor.
The product audit has identified gaps and opportunities for the sub-region, based around the existing product offer. These include:
THE PRODUCT EXPERIENCE
31.
Quality dining options in Nagambie (preferably waterfront) to cater for its growing
Euroa and the Strathbogie Ranges have some attractive Nature Based offerings, including
status as a holiday/leisure destination.
the Strathbogie Ranges, Polly McQuinns and Gooram Falls. The towns of Euroa,
32.
Commercial boating and tour operations to service the Nagambie Waterways.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Longwood, Ruffy, Violet Town and Strathbogie offer a country experience with heritage architecture.
TABLE 48 EUROA AND THE STRATHBOGIE RANGES – KEY PRODUCT
Part of a longer heritage trail, key historical buildings along The Ned Kelly Trail are situated
Number of Product
in Euroa in which visitors are able to learn about the region’s links to the Kelly family. Euroa is also planning to install three ‘Honouring Our Heroes’ statues, to honour its Victoria Cross
Example Key Product
Noteworthy Dining
4
White Hart Hotel, Euroa Butter Factory, Albert’s, Ruffy Food Store
Wineries
11
Fowles Wine, Wonga Estate, Baarrooka Wines, Maygars Hill Vineyard and Cottage
The Strathbogie Ranges has developed as a well-recognised wine region, particularly
Nature Based Tourism
11
Strathbogie Ranges, Polly McQuinns, Gooram Falls
thorough Fowles Wine which has a well-developed cellar door and restaurant, in Avenel on
Equine
N/A
-
awardees and link into the military heritage product in the region. The Violet Town Community Market is claimed to be one of the largest and best markets in North East Victoria, regularly attracting from 2,000-4,000 people.
the Hume Highway. Fowles Wine has recently won the Victorian Tourism Award in the wineries and distilleries category for the second year in a row. There are a number of other
History & Heritage
3
Farmers Arms Hotel Museum
smaller wineries in the region which also produce high quality wines and grapes grown to
Arts & Culture
3
Rockery Gemstone Museum
Golf
2
Euroa Golf Club
make sparkling wine. 8.11.2. PRODUCT PROFILE The sub region has its strengths in wineries and nature based tourism. However the
8.11.3. ACCOMMODATION
wineries are underdeveloped in their tourism offer and the nature based attractions
Accommodation type is generally Motels, comprising a large proportion of the number of
generally have limited infrastructure.
beds. Bed and Breakfast establishments as well as apartments / self-contained units are also prevalent in the region. There is limited accommodation in the Strathbogie Ranges and the motel accommodation in Euroa is need of investment.
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TABLE 49 ACCOMMODATION SUMMARY – EUROA AND THE
8.11.4. PRODUCT GAPS
STRATHBOGIE RANGES
The product audit has identified gaps and opportunities for the sub-region, based around Number of Establishments
Type
Number of Rooms/Sites
%
the existing product offer. These include: %
Apartments/Self Contained
6
29%
10
5%
Bed and Breakfast*
9
43%
26
13%
Farm Stay
1
5%
12
6%
Group Accommodation
0
0%
0
0%
Hostel
0
0%
0
0%
Hotel/Motel
4
19%
46
23%
Total Fixed Accommodation
20
95%
94
46%
Caravan Park/Camping*
1
5%
110
54%
Total Accommodation
21
100%
204
100%
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.
38.
Product that capitalises on the strategic location of Seven Creeks Park in Euroa.
39.
Night time dining options in Euroa.
40.
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.
4 5 . The under-utilisation of heritage buildings for tourist uses in Euroa.
*Note: Indicates an understated number of beds due to lack of data.
Accommodation is generally comprised of moderate level quality accommodation. Although the product audit has found four self-rated four star establishments6. TABLE 50 ACCOMMODATION STAR RATING 1 - 1.5 Euroa and Strathbogie Ranges
0
2 - 2.5 0
3 - 3.5
4 - 4.5
7
4
5
N/A 0
10
6
Ain Garth B&B, Euroa Butter Factory, Forlonge B&B, and Strath Hill Motel.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
8 . 12 . SHEPPARTON AND SURROUNDS
Dookie is located in the dryland area to the east of Shepparton and is distinct in character
8.12.1. EXPERIENCE PROFILE
Murchison is a picturesque village located on the Goulburn River; the commercial buildings
when compared to the river flat areas around Shepparton, Murchison and Tatura.
of town are predominately of Victorian heritage and face the River parkland. THE VISITOR JOURNEY
The recent Nagambie bypass has led to high quality dual highway access to Shepparton
THE PRODUCT EXPERIENCE
from Melbourne. The journey takes no more than two hours and whilst it is not particularly
Shepparton and surrounds has a variety of key attractions including Arts and Culture,
compelling it provides an easy trip for the visitor. On the journey the visitor might expect to
History and Heritage, Dining, Equine and Golf. The region is also known for business
drive through orchards and intensive horticulture, however much of this activity does not
conferencing and events and as the ‘food bowl of Australia’.
occur on the Melbourne side of Shepparton.
Shepparton has a number of family friendly experiences, the principal one being the town’s
The journey to Murchison provides the visitor with an interesting visitor experience,
SPC Ardmona KidsTown Adventure Playground, which is based to the west of the
particularly if accessed via Nagambie and Kirwan’s Bridge.
township, which is marketed as one of the largest outdoor playgrounds in Australia. The
This journey follows the
Goulburn River closely and gives the visitor a true sense of the country side.
Victoria Park Lake precinct also provides key recreational experiences along with the
The journey to Tatura provides the visitor a much stronger sense of the horticultural
Aquamoves aquatic complex and S-Cape skate park. The Emerald Bank Adventure Park
strengths of the Shepparton area and is accessed via extensive plantations of fruit trees and other horticultural activities.
is also a family friendly experience which offers a number of activities including a miniature railway. Shepparton also has a strong arts and cultural scene. The Shepparton Art Museum
THE LANDSCAPE EXPERIENCE
provides an iconic experience for visitors, with one of the leading collections of Australian
Shepparton and surrounds is at the heart of the Goulburn Valley, the region is typified as a
ceramics. Shepparton also features the Moooving Art initiative which has life-size fibreglass
flat irrigated horticulture area which becomes more obvious if the visitor explores the region
cows throughout the town in celebration of the region's dairy industry. Shepparton is also
beyond the Shepparton urban centre.
the indigenous heart of the Goulburn River Valley with attractions such as the Bangarang
The Goulburn River is a major feature of the
Shepparton landscape which is often underutilised and not fully apparent to the visitor.
Cultural Centre and Gallery Kaiela.
Shepparton is a large urban centre and the visitor is provided with that sense upon entry to
The Goulburn River is described as the lifeblood of the region and forms a key recreational
the township, which includes a long dual lane road with significant levels of commercial
facility in which visitors can go fishing, boating and other water based activities. These are
activity. The Victoria Park Lake area provides the visitor with a scenic backdrop which is in
also experienced in the Broken and Murray Rivers and Waranga Basin. Tatura is also
stark contrast to the commercial focus of the Shepparton CBD and residential urban
home to Lake Bartlett and Cussen Park Wetlands providing 33 hectares of passive
neighbourhood. Visitors are drawn to the Lake which has been significantly improved.
recreational space in which to experience indigenous plants and animals. The Lower
Mooroopna is located on the banks of the Goulburn River adjacent to Shepparton, where the Midland Highway crosses the river between the two towns. A further 20 minutes down
Goulburn National Park / Reedy Swamp and Gemmills Swamp in Mooroopna also provide important wetlands in the region.
the highway, Tatura is a town which is located amidst a network of irrigation channels and
Visitors have the opportunity to explore the history and heritage of the region through two
fertile land, hosting a growing number of farming industries including crops, fruit, vegetable
main community museums, the Tatura Irrigation and Wartime Camps Museum, which
cultivation, dairy, sheep and cattle; with the Cussen Park wetlands host to an array of
presents donated WWII artefacts form the region as well as the Shepparton Heritage Centre
wildlife, bird life and mammals
Museum, Shepparton Motor Museum and Mooroopna Medical Museum.
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The region is home to many of Australia's, and the worlds, largest food processing plants including SPC Ardmona, Campbell’s, IXL and Bonlac which are all household names and
TABLE 51 GREATER SHEPPARTON – KEY PRODUCT
offer opportunities to purchase from the factory outlet.
Number of Product
Shepparton is also a major regional centre which has strong business visitation and a number of conferencing and events facilities. It is also a major events destination, with particular strengths in the hosting of regional sporting events.
Example Key Product
Noteworthy Dining
4
The Teller Collective, Cellar 47, Yiche, Sebastian’s, The Last Straw
Wineries
6
Monichino Wines (North of Shepparton), Tallis Wines, Longleat Estate
Nature Based Tourism
15
Dookie Rail Trail, Goulburn River, Lower Goulburn National Park, Reedy Swamp, Cussen’s Park Tatura
Equine
5
Tatura & Shepparton Racing Club, Shepparton Harness Racing Club, Tatura Park, WB Hunter Reserve (showjumping)
History & Heritage
10
Shepparton Museum, Murchison Museum, Shepparton Motor Museum, Mooroopna Museum, Tatura Museum, Tatura War Camps, Flats Interpretive Walk
Arts & Culture
10
SAM (Shepparton Art Museum), Bangerang Cultural Centre, Galley Kaiela, Dookie, Moooving Art
Golf
5
Shepparton Golf Club, Mooroopna Golf Club, Kialla Country Club, Hill Top Golf & Country Club
With a reputation as a key food producing district of the region, visitors can experience what the region has to offer is through the Food, Wine & farm gate touring route. The route includes farm gate and produce stores in and around the surrounding towns of Shepparton and visitors have the opportunity to taste locally grown food, wine and pick your own fruit. The cellar door experience in the region includes those at Monichino Wines, the Longleat Estate and Tallis Wine in Dookie. 8.12.2. PRODUCT PROFILE The core product strengths for Shepparton and surrounds are history and heritage, arts and culture, food and wine and nature based tourism. These products provide a significant critical mass of product that, along with the commercial and business offer, provide a package of compelling reasons why a visitor would come to Shepparton. The product offer in some areas however, has not fully reached its potential, for example the nature based tourism offer and access to the Goulburn River. There is an opportunity to develop product to be more accessible to visitors and more tourism focused. The cultural offer in Shepparton is the strongest of the region, and there are a range of elements which suggest that Shepparton could appeal to a socially aware visitor market, if a strong brand can be associated with the product.
8.12.3. ACCOMMODATION The majority of accommodation in the Greater Shepparton region is Motels and Hotels, the majority of which are between a 3 and 3.5 star ranking. Nevertheless, the region contains the highest branded and quality accommodation in the GRV region, including:
Quest Shepparton;
Quality Hotel Park Lake Shepparton;
Best Western – The Carrington;
Best Western – Wyndhamere Hotel.
The product audit has also identified a large number of self-rated four star establishments.
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TABLE 52 ACCOMMODATION SUMMARY – SHEPPARTON AND
TABLE 54 SHEPPARTON KEY CONFERENCING VENUES
SURROUNDS Number of Establishments
Type
Number of Rooms/Sites
%
%
Conference Centre
Capacity
Emerald Bank Woolshed
200-300
Apartments/Self Contained
10
31%
144
9%
Goulburn Ovens Institute of TAFE
6-180
Bed and Breakfast*
4
13%
7
0%
Quality Hotel Parklake Shepparton
250 max
Farm Stay
0
0%
0
0%
Quality Hotel Sherbourne Terrace
300 max
Group Accommodation
0
0%
0
0%
The Carrington
150 max
Hostel
5
16%
91
6%
Dookie College
60-440
Hotel/Motel
26
81%
744
45%
Total Fixed Accommodation
19
59%
986
60%
Caravan Park/Camping*
13
41%
659
40%
Total Accommodation
32
100%
1645
100%
TABLE 53 ACCOMMODATION STAR RATING 1 - 1.5 Greater Shepparton
0
2 - 2.5 1
3 - 3.5 17
Hilltop Golf and Country Club, Tatura
150 max
Kialla Paceway/Shepparton Harness Racing Club
300 +
Pine Country Club Motor Inn
30
Tatura Park (Exhibition & Events Complex)
300 max
Quest Shepparton
70 max
The Connection Function Centre 4 - 4.5 13
5
N/A 0
1
Greater Shepparton is a key business and conferencing centre of the GRV region. Shepparton has a variety of venues that cater to large business conferences and events.
70
Eastbank
900+
McIntosh Centre
200+
The Olive House
180
GV Hotel
700
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 8.12.4. PRODUCT GAPS The product audit has identified gaps and opportunities for the sub-region, based around the existing product offer. These include: 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.
An established branded backpacker establishment to service the backpacker / worker market.
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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Â
8 . 13 . KEY RE GIONA L E VEN TS 8.13.1. SUMMARY Table 55 summarises some of the key annual events across the GRV by sub region. It provides a breakdown of each key recent events by month and a total of all events across the year. This synopsis does not provide a full calendar of events for the region, but provides a snapshot of key events for the past year using the GRV product audit. Events have been classified into the following categories:
Racing / Equine;
Sport;
History/Heritage;
Art / Culture / Music;
Food / Wine; and
Show / Family Events / Expos.
The analysis illustrates that Shepparton & Surrounds has the most key events at 35, followed by Marysville, Alexandra and Eildon (26) and Seymour & Surrounds (14). The
Kinglake Ranges currently does not have the scale of infrastructure in terms of accommodation and supporting product, to support major events visitation, however, the other identified destinations in particular have sufficient scale and levels of infrastructure to cater for an increased number of key events. In terms of the type and category of key events across the region, the events audit provides a picture of where the key gaps in provision are evident. The gaps are perceived to be in:
Food and Wine – there is potential to provide and increased number or diversity of food and wine events in the region, capitalising on a key strength of the Goulburn River Valley;
Equine – there is potential to provide an equine event that showcases the thoroughbred strengths of the region, which is not an actual horse racing event;
History and Heritage – linked to heritage streetscape, township history or the military history of the region;
Indigenous – an indigenous event that capitalises on the indigenous history of Shepparton and the north of the region;
most common events across the region are race meeting/horse racing events and art / culture / music events.
Nagambie and Surrounds.
Multi-cultural – a multi-cultural events offer in Shepparton which draw on the diverse nature of immigration to the area; and
8.13.2. GAPS In terms of the sub-regional spread of key events, the analysis highlights that the following
Business and conferencing events – such as a medical event linked to the medical education and training strengths of Shepparton.
destinations all have much lower events visitation than Shepparton and the Alexandra / Marysville / Eildon area:
Kinglake Ranges;
Kilmore / Broadford;
Yea and Surrounds;
Euroa and the Strathbogie Ranges; and
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
TABLE 55 KEY RECENT EVENTS BY MONTH, SUB REGION & TYPE Key:
Racing/Equine
Jan
Feb
Sport Seymour & Surrounds
Kilmore / Broadford Kilmore Hospital Dual Code & Kids Day Out (Kilmore). Broadford Carnival (Broadford). Kilmore Turf Club (Kilmore).
History / Heritage Kinglake Ranges
Yea & Surrounds Yea Cup Day. Yea Arts Carnivale
Seymour Alternative Farming Expo (Seymour).
HiArts Art Exhibition & Family Festival (Highlands). St. Pat's Picnic Race Meeting (Yea)
Art / Culture / Music
Food / Wine Nagambie & Surrounds
Marysville, Alexandra, Eildon True Blue Family Fun Day (Alexandra). The Granite Grind (Lake Mountain). Marysville Lake Mountain Challenge (Marysville)
Show / Family Event / Expo
NWSC Water Skiing (Nagambie).
Euroa & Strathbogie Ranges Strathbogie Summer Festival.
Mar
Kilmore Country Music Festival & Ute Competition (Kilmore).
Yea Autumn Festival (Yea)
Samurai Challenge (Lake Mountain). Stonelea Alexandra Cup (Alexandra). Highland Fling Raceday (Alexandra).
Shepparton Harness Gold Cup. International Dairy Week (Tatura). Victorian Appaloosa Championships Show (Tatura).
GV Summer Sizzler Quarter Horse Show (Tatura). Fruit Salad Day (Mooroopna). SheppARTon Festival (Shepparton). Tatura Show (Tatura).
The Alexandra Cup (Alexandra). Seymour Military Heritage Weekend (Seymour). Puckapunyal Army Day Cup (Seymour).
Shepparton & Surrounds
Nagambie on Water Festival. APS Heads of the River Rowing Regatta (Nagambie).
Goulburn Region Masters Series (Tennis)
Andalusion Horse Association of Australia Show (Tatura). Murchison Tomato Festa (Murchison). Dragon Boat Regatta (Shepparton). Tastes of Tatura (Tatura). National Welsh Pony Show (Tatura).
Marysville World’s Longest Lunch (Marysville).
Tatura Cup (Tatura).
Easter
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Boogie Music Festival
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Yea Easter Art Exhibition (Yea).
Molesworth Easter bazaar & Clearing Sale (Molesworth).
Lions Club of Eildon Easter Market (Eildon). Rotary Easter Art Show (Alexandra). Alexandra Easter Fair (Alexandra).
Inner Varnika Music Festival (Ruffy).
Easter Tennis Tournament (Shepparton).
Apr
Seymour & Surrounds
Kilmore / Broadford
Kilmore Art Expo (Kilmore).
Seymour Racing Day (Seymour).
Kinglake Ranges
Yea & Surrounds
Nagambie & Surrounds
Marysville, Alexandra, Eildon
Hot Rod Show (Nagambie). Aussie Wine Month (GV Wine Region)
Euroa & Strathbogie Ranges
Australian Carriage Driving Classic (Longwood). Ride the Ranges Euroa Cycling Event (Euroa & District).
Shepparton & Surrounds
Rotary Car Show (Shepparton). GV BMX Classic (Shepparton). Tatura Gold Cup (Tatura).
Relay for Life (Euroa).
May
Tallarook Art Show (Tallarook). Seymour Racing Day (Seymour).
Victorian Masters Rowing Regatta (Nagambie).
Jun
July
Aug
Sep
Kilmore Celtic Festival (Kilmore). Kilmore Racing Day (Kilmore).
Seymour Racing Day‐ Ladies Day (Seymour).
Seymour Racing Day (Seymour)
Alexandra Truck & Ute Show (Alexandra).
Lake Mountain Family Fun Day (Lake Mountain). Lake Mountain Cross Country Sprint 'X' (Lake Mountain).
Northern Victoria Sled Dog Championship (Kialla). Shepparton Junior Cycling Tour (Dookie). Regional Challenge Cup Soccer (Shepparton).
Lake Mountain Cup ‐ Toboggan Race (Lake Mountain).
Euroa Show jumping Classic (Euroa).
Crankster Rod & Kustom Club Victoria Hot Rod Event (Nagambie).
Euroa Show jumping Classic (Euroa).
Eildon Junior Cycling Tour (Eildon). Lake Mountain Mini Series (Lake Mountain).
Winter Warrior Challenge (Lake Mountain).
Degani Kinglake Ride (Whittlesea/Kinglake) .
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Southern Seven Cutting Horse Association (Tatura). Shepparton Marathon (Shepparton).
107
Seymour & Surrounds
Kilmore / Broadford
Kinglake Ranges
Yea & Surrounds
Nagambie & Surrounds
Marysville, Alexandra, Eildon
Euroa & Strathbogie Ranges
Shepparton & Surrounds
Tastes of the Goulburn (Seymour). Kilmore Pacing Cup (Kilmore). Oct
Kilmore Antiques & Collectible Fair (Seymour).
Tooborac Hotel & Brewery OcTOOBerfest (Tooborac).
Alexandra & District Open Gardens (Alexandra).
Seymour Cup (Seymour). Tooborac Rabbit Ramble (Tooborac). Arts Beyond the Divide (Seymour).
Australian National Show & Shine (Euroa). Wool Week Spring Festival & Euroa Show (Euroa).
Eildon Big Fish Challenge
Marysville Marathon (Marysville). Marysville Sparkling Wine Festival (Marysville). Nov
Dec
Toolangi and Castella festival (Toolangi).
Kilmore Show (Kilmore).
Yea Race Meeting (Yea).
Sister Olive Handicap Race Day (yea).
Targa High Country (Eildon & High Country).
Euroa Cup (Euroa). Balmattum Cup Eve Celebration (Balmattum). Australian Carriage Driving Classic (Longwood).
Buxton Boot Camp (Buxton). Alexandra Spring Fair (Alexandra). Kris Kringles' Festival of Racing (Alexandra).
The Warrior Challenge Alexandra Speedway
Green EDGE Cycling Event (Nagambie & Surrounds).
Tourism Month (Greater Shepparton). Mammoth Scale Fly In (Shepparton). Shepparton Show (Shepparton). Girls Day Out (Tatura).
Spring Car Nationals (Shepparton). World Cup Show jumping (Shepparton). Campbell's Ironman 70.3 (Shepparton). Victorian Arabian Championships (Tatura). Victorian Open Bowls (Shepparton). Victorian Quarters Horse Show (Tatura). Italian Plate Day (Tatura). Victorian Welsh Pony Show (Tatura). Greater Shepparton Junior Basketball Competition (Shepparton).
New Year’s Eve Fireworks (Nagambie).
Christmas Cycling Carnival (Shepparton).
Key Event Theme
Equine Art / Culture / Music
Equine Art / Culture / Music
‐
Equine Art / Culture / Music
Show / Family Event / Expo Sport Equine
Sport
Show / Family Event / Expo Equine
Equine Sport
No. Key Events
9
14
2
9
26
10
13
35
Please note that this audit picks out key events only and may not include smaller or one-off events in each sub-region or locality
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
9. I NFRASTRUCTURE
A UDIT
between Seymour, Euroa and Violet Town. The GRV region is also heavily serviced by smaller roads, which provide convenient access across the region. Highway bypasses in Kilmore and Shepparton will be important in improving accessibility in the region and facilitation key township improvements.
9 . 1. INTRODUCTION The infrastructure audit is intended to identify the key pieces of infrastructure related to
FIGURE 34 GRV INFRASTRUCTURE - ROADS
tourism in the GRV region. This audit includes road and rail infrastructure, airports, car hire operators and accredited Visitor Information Centres.
9 . 2. S UMMA RY The infrastructure audit provides an overview of key transport and VIC infrastructure across the region. The key gaps and opportunities are identified as:
The implementation of highway bypasses at Kilmore and Shepparton;
An increase in the frequency and capacity of rail services in the north of the region, servicing Shepparton, Nagambie and Euroa;
Developing Mangalore as a key regional airport and centre for pilot training excellence; and
Providing an accredited VIC in Euroa to cater for visitors travelling on east-west routes across the region.
9 . 3. ROADS There are three main road types through the GRV region. These are major Highways or Freeways, main roads and smaller roads. There are a number of key entry points from the South to the GRV region including the Hume Highway, the Melba Highway and the Maroondah Highway. These are the roads that predominately run North-South through the region. There is also a secondary entry point on the Western side via Melbourne-Lancefield Rd. The key roads in an East-West direction include the Midland Highway and the Goulburn Valley Highway. The Hume Highway can also be used as an East-West link particularly
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
 Source: Urban Enterprise, 2013
FIGURE 35 GRV INFRASTRUCTURE - RAIL
9 . 4. RAIL V-Line operates a regional train service for North Eastern Victoria, servicing the GRV region on the Seymour line. Seymour is a junction point in which the line either heads north toward Shepparton or north east to Wodonga/Albury. Stations in the region include Wallan, Heathcote Junction, Wandong, Kilmore East, Broadford, Tallarook, Seymour, Avenel, Euroa, Violet Town, Benalla, Nagambie, Murchison East, Mooroopna and Shepparton.
The table below shows the frequency at which trains services run in the GRV region. The three key services are Melbourne to Seymour, Melbourne to Shepparton and Melbourne to Albury / Wodonga. The region between Melbourne and Seymour is most frequently serviced by train, with 20 services departing Seymour to Melbourne daily. Towns between Shepparton and Benalla are less frequented by train. Many services to Shepparton are supplemented by coach; however, this is a less efficient way to travel, particularly for tourists.
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Â
There is scope for the frequency of train services to be upgraded. This is particularly applicable to the Melbourne to Shepparton service and the Melbourne to Albury / Wodonga service both during the week and on the weekends.
V/Line Service
Shepparton to Melbourne (number of stops)
TABLE 56 TRAIN SERVICE FREQUENCY
V/Line Service
Melbourne to Seymour (number of stops)
Train Services
Monday to Friday
Saturday
Sunday
Shepparton
3
2
2
Mooroopna
3
2
2
Murchison East
3
2
2
Nagambie
3
2
2
Monday to Friday
Saturday
Sunday
Monday to Friday
Saturday
Sunday
Wallan
18
12
10
Heathcote Junction
15
10
9
Avenel
3
3
3
Wandong
17
12
10
Euroa
3
3
3
Kilmore East
17
12
10
Violet Town
3
3
3
Broadford
17
12
10
Benalla
3
3
3
Tallarook
15
10
9
Seymour
21
15
13
Monday to Friday
Saturday
Sunday
Benalla
5
3
3
Monday to Friday
Saturday
Sunday
Violet Town
3
3
3
Seymour
20
13
13
Euroa
3
3
3
Tallarook
14
8
8
Avenel
3
3
3
Broadford
17
10
10
Kilmore East
17
10
10
Wandong
17
10
10
Heathcote Junction
14
8
8
Wallan
17
10
10
Monday to Friday
Saturday
Sunday
Nagambie
3
2
2
transporting industries. A key issue in this development is the ability to deliver reticulated
Murchison East
3
2
2
water to Mangalore.
Mooroopna
3
2
2
Shepparton
3
2
2
Seymour to Melbourne (number of stops)
Melbourne to Albury / Wodonga (number of stops)
Albury / Wodonga to Melbourne (number of stops)
Source: V/Line Train Service Timetables, 2013
9 . 5. A IRPO RT S Mangalore Airport is the largest airport in the region. It is centrally located between Nagambie and Seymour. Smaller airports include those at Shepparton and Nagambie.
Melbourne to Shepparton (number of stops)
Mangalore airport has significant potential for expansion, both as a centre of pilot training excellence and to provide increased air traffic, servicing both the tourist and food
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9 . 6. CAR HIRE Car hire providers are generally limited to the Shepparton airport, servicing the large business and conferencing market, as well as leveraging off Shepparton airport. Car hire companies in the region include:
Avis Shepparton Airport
Hertz, Shepparton
Good fellows Car & Truck Rentals, Shepparton
Europcar, Shepparton
Information Centres to have more consistent and recognisable branding and product in order to increase the recognition and consistency of message across the GRV region. Euroa in the North East of the region has a Visitor and Community Centre planned on Binney Street, which is due to be open early in 2014. This will provide a mixture of visitor and community services, but will not be an accredited VIC. There exists an opportunity to provide an accredited / formalised VIC in Euroa to cater for visitors travelling on east-west routes across the region. This would also encourage an increased number of visitors to stop in Euroa and increase their length of stay in the town.
9 . 7. VIC NETWORK The provision of visitor information throughout the GRV region is provided through the following Visitor Information Centres: ACCREDITED
Shepparton VIC (currently relocated to an in-town position, reflecting a new approach following a fire at the Victoria Lake VIC);
Seymour VIC; and
Yea VIC (the Y Water Centre will become Level 2 accredited once open).
NON-ACCREDITED
Alexandra VIC;
Eildon VIC;
Nagambie Lakes VIC;
Kilmore VIC; and
Marysville VIC – Currently going through the process to gain accreditation status.
These centres are shown on the map below. Visitor Information Centres are generally clustered around the towns in the south east of the region as well as along the Goulburn Valley Highway, between Seymour and Shepparton. There is opportunity for Visitor
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FIGURE 36 GRV INFRASTRUCTURE – VISITOR INFORMATION CENTRES
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10.
M ARKETING A UDIT
1 0 .1 . BA CKG ROUND The following section presents an audit of all marketing sources related to the region
Target audience confusion, with some websites targeted at both the visitor and the local community / tourism industry;
including print media, web based material and social media channels.
A misrepresentation of key product strengths in the region; and
An analysis of destination keywords as examined through Google AdWords has also been
Gaps in itinerary development, interactive maps of where and how to access
carried out which identifies the top 38 search terms for the region. The marketing analysis provides a snapshot of tourism marketing activity across the region, which supports an analysis of the key gaps in current marketing and branding, both regionally and in specific destinations.
particular attractions, package deals and references to events held in the region.
1 0 .3 . P RIN T MEDI A The GRV region has a number of paper based promotional materials, most of which can also be accessed online. There are three Tourism Victoria branded Official Visitor Guides
1 0 .2 . S UMMA RY
for the region all of which are linked to municipal boundaries.
The print and online marketing presence in the region provides a thematic approach at GRV
10.3.1. GOULBURN RIVER VALLEY TOURISM REGION
level and a destination focused approach at a sub-regional level. The print media presence for the region could benefit from a more co-ordinated approach, at GRV level down to subregional level, to ensure that the region is cohesively marketed; focused suite of visitors 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 websites operated by third parties;
GOULBURN RIVER VALLEY HOLIDAY PLANNER
The Goulburn River Valley Holiday Planner is a GRVT-wide destination marketing brochure. The key promotional tagline identifies the region as being in the ‘Heart of Victoria’ and clearly highlights natural attributes, adventure and food and wine as key assets to the region. Award winning wines and gourmet produce as well as opportunities to learn about the past of the region through the Ned Kelly story are strongly referenced. Events, festivals and fresh produce markets are also a focus, to highlight the activities available throughout the year. The brochure is divided into several key destination highlights which draw on the following themes:
A lack of social media synergy and limited options for visitors to promote the region through social media networks;
Static information which deters repeat online visitation.
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A Good Drop
Pieces of History
Creative Flair
Country Markets
Food, Wine and Farm gate
Events Calendar
NAGAMBIE LAKES & THE STRATHBOGIE RANGES OFFICIAL VISITOR
Experience Murrindindi’s Great Outdoors
Delicious Things
Great Victorian Rail Trail
Fun for Families
Let’s Go Shopping
Let’s Get Active
The GRVT regional marketing provides a regional umbrella that consolidates region wide marketing activity. It is the platform for understanding regional experiences, however, the regional approach could benefit from a destination focused, rather than thematic approach to marketing that concentrates to the core destinations and suite of visitors products and experiences available in each. 10.3.2. REGIONAL OFFICIAL VISITOR GUIDES
GUIDE
The core themes presented in this material relate to the food, wine & equine; and adventure and nature based features of the region, in particular the water based activities on Lake Nagambie and nature based activities in the Strathbogie Ranges. The award winning wines as well as its links to thoroughbred racing are also core to the motivational language used to promote the region. LAKE MOUNTAIN, LAKE EILDON & UPPER GOULBURN RIVER OFFICIAL VISITOR GUIDE
This publication focuses on product within the Kinglake Ranges, Upper Goulburn and Marysville Alpine region. The key motivational messages are predominately adventure and nature based with the brochure in the first instance referring to the region as being ‘Back in Play’, which refers to the regeneration of the tourism industry in the Murrindindi Shire post
SHEPPARTON OFFICIAL VISITOR GUIDE
2009 bushfires.
Unlike the other destinations in the GRV region, Shepparton’s core strengths are less
The marketing messages really relate to the regional strengths of adventure and nature
focused on adventure and nature based recreation. There are two key strengths that are
based activity and its proximity to Melbourne with the imagery largely focused on
highlighted at the beginning of the guide, one being the reference as the ‘Food Bowl of
highlighting the water based and tracks and trail recreational activities. ‘Naturally in
Australia’ and the associated product that has developed, and secondly, the emphasis on
Murrindindi’ is one of the key taglines which highlights recreational activity including, Nordic
the destination as being family friendly and the various visitor attractions available.
skiing, bushwalking, fishing, camping, cycling and scenic rides or drives.
The sub themes featured within this OVG are diverse and include seven topics:
1 0 .4 . ON LINE ANA LYSIS
Outdoors and Family Fun
There are 15 destination websites identified to promote the GRV tourism region (see Table
Arts, Culture & Heritage
The Great Outdoors
Cycling
Golf
Motoring
57), inclusive of two websites representing the region as a whole and the visitvictoria.com website. Most sites have been compiled by community organisations and tourism and trader groups representing sub regions or townships and are, with the exception of the two whole of region sites, contained within each municipal boundary. The Marysville, Alexandra and Eildon sub region has the greatest number of websites with four sites representing these three townships.
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TABLE 57 REGIONAL ONLINE PRESENCE SUB REGION
ONLINE
TOWNS
DETAILS
WEBSITE MANAGED BY
VICTORIA
www.visitvictoria.com
Aside from individual product listings, the GRV towns featured within the visitvictoria.com website include Alexandra, Eldon, Kilmore, Marysville, Nagambie, Seymour and Shepparton
At present, the GRVT Region is not recognised officially as a Tourism Victoria region. As a result, information regarding the region on visitvictoria.com is dispersed across the four regions of Yarra Valley & The Dandenong Ranges, The Murray, Daylesford and the Macedon Ranges and the High Country.
Tourism Victoria
GRVT
www.goulburnrivervalley.com.au
GRVT Region
This website presents a comprehensive overview of the region with a plethora of motivational language and imagery which highlights the key attributes of each town. The site is a visitor, industry and media reference to the region.
GRVT
KILMORE/ BROADFORD
www.mitchellshire.vic.gov.au/tourism-andbusiness/tourism.aspx
Seymour, Kilmore and Tallarook
The information presented is within the Mitchell Shire website and is not visitor information but more of a shire reference regarding Mitchell’s involvement in tourism. There are references to GRVT, the Rail Trail, Seymour Heritage Weekend and the Vietnam Veterans Commemorative Walk as well as links to a calendar of events.
Mitchell Shire
SEYMOUR & SURROUNDS
www.seymourvictoria.com.au
Seymour
This website is a comprehensive list of Seymour tourism businesses. There is very little imagery and there are aspects which are incomplete including the photo gallery of the region.
The Seymour We Want Inc.
www.mitchellshire.vic.gov.au/tourism-andbusiness/tourism.aspx
Seymour (with references to Kilmore Visitor Information Centre and the Rail Trail through Tallarook)
See above
Mitchell Shire
KINGLAKE RANGES
www.kinglakeranges.com
Kinglake
The website is for the business and general community as well as delivering general visitor information. The website cites that it is currently for sale which may explain the numerous gaps in information.
Kinglake Ranges Business Network
YEA & SURROUNDS
www.visityea.com.au
Yea
The Information is largely out of date and poorly proofed with the duplication of information and incomplete listings.
Tourism Channel
www.yea.com.au
Yea
This website encompasses a complete range of information relating to Yea for residents and visitors. Although the website has some detailed and well designed product pdfs, they are not easy to find.
www.visityarck.com.au
Yarck
This website is not complete and an unclear reflection of the visitor offering in the town and surrounding area. The website can be user edited, raising possible issues with content.
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Tourism Channel
SUB REGION
MARYSVILLE/ ALEXANDRA/ EILDON
NAGAMBIE & SURROUNDS
EUROA & STRATHBOGIE RANGES
SHEPPARTON & SURROUNDS
ONLINE
TOWNS
DETAILS
WEBSITE MANAGED BY
www.lakeeildon.com
Yea
The information presented about Yea is more about the history and development of the town than tourism related information.
Turbo Productions
www.marysvilletourism.com
Marysville, Taggerty, Lake Mountain, Narbethong, Thornton and Buxton
The website is a comprehensive insight into what Marysville and the surrounding villages have to offer, with clear drop down menus highlighting the various things to do including the nature based attractions which is core to the experience offering.
Mystic Mountains Tourism
www.alexandratourism.com
Alexandra
This website is an online directory of tourism and retail businesses that are members of the Alexandra Traders and Tourism Association. It is both a visitor resource and a member site.
Alexandra Traders & Tourism Association
www.visitmarysville.com.au
Marysville
Provides a website that provides product and accommodation information. The website can be user edited, raising possible issues with content.
Tourism Channel
www.lakeeildon.com
Eildon and Alexandra (as well as Yea, Mansfield, Bonnie Doon and Howqua/Jamieson)
This website presents visitor and community information about the Lake Eildon region and surrounding towns. It clearly identifies the key regional strengths for the online viewer at the top of the page, including water based and adventure and nature based recreation.
Turbo Productions
www.nagambielakestourism.com.au
Nagambie and surrounding wineries
This site is a visitor website for Nagambie as well as the four wineries surrounding the township. It has four distinct sections, Play, Stay, Wine and Dine. It also contains some community information.
Strathbogie Shire
www.nagambielakesandstrathbogieranges.com.au
Avenel and Nagambie
This is a visitor website representing the towns within the Strathbogie Shire, with online accommodation booking. Some of the links including the events calendar link to the shire site.
Strathbogie Shire
www.nagambielakesandstrathbogieranges.com.au
Euroa, Longwood, Violet Town and Ruffy
See above.
Strathbogie Shire
www.euroa.org.au
Euroa
This website presents visitor information as well as some community information about Euroa.
www.discovershepparton.com.au
This website is a visitor resource outlining the variety of things to see and do. Although not exactly aligned to the sub categories presented in the OVG, it does direct browsers to the various activities on offer.
Business Enterprise Euroa City of Greater Shepparton
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10.4.1. GAPS IN ONLINE DELIVERY
or to the community / tourism industry. This could be addressed by introducing member
As visitor engagement with the online world rapidly increases, it is important for destinations to
only login pages, or a distinct industry section on the websites.
improve the way they promote themselves online. There is the potential to analyse and improve the way the region is perceived online and the opportunity to highlight where this improvement
development, interactive maps of where and how to access particular attractions, package deals and references to events held in the region.
can be easily addressed. GRVT currently plays an important role in linking together and promoting the region in the absence of Tourism Victoria recognition. The GRVT site is a comprehensive, up to date visitor resource; however, accessing the region’s key product strengths contained in the Holiday Planner Section of the site is difficult for the visitor to find and could be relocated to a more prominent position. References to social media channels could also be included in the site. Sub regions which have limited online representation, particularly those located in the southern part of the region, including Kilmore/Broadford, Kinglake Ranges and Yea and
There could be a greater number of calls to action across the websites, including itinerary
spread across four regions, which makes it hard for visitors to piece together the with the way Tourism Victoria promotes is strategic campaign regions and not one which
The absence of a regional approach on the visitvictoria.com website. Information is destinations as one distinct regional experience. This is an ongoing problem for GRVT
The key product strengths of the region are largely misrepresented online with an ad hoc development of key activities and businesses.
can be achieved as part of the DMP. Firstly, it is important to identify the key gaps in online presence and delivery – these are considered to be:
There are blurred lines on several websites as to whether the site is tailored to the visitor
The need for a review of imagery, photography and representation of the region in order to provide authenticity to attract visitors via online (and print) mediums.
10.4.2. KEY GOOGLE SEARCH TERMS The following section examines the top 38 search terms for the region as highlighted in Google Adwords. The keyword search is based on the average number of times people searched for these exact terms. All key towns, attractions and activities were entered into Google AdWords in order to identify the top monthly web searches for the region. Variations of the search terms as presented in Table 58 were also examined, but only the top ranking terms are presented in the graph. For example, the term Shepparton hotels only
Surrounds. Some information in these areas is out of date, inaccurate and/or incomplete.
receives an average of 170 searches per month and hence does not feature in this analysis.
There are issues with the accuracy, management and control of online content on
All township names in isolation without a travel or tourism related term attached, such as
websites operated by third parties, or where user content can be uploaded, such as the
‘accommodation’ or ‘things to do’ has been omitted from this list as it is difficult to identify
Visit Yea, Yarck, Alexandra and Seymour web pages.
whether or not it is a tourism related search.
There is a lack of social media linkage and very few ways for visitors to promote the region through their social media networks, such as Facebook, Twitter and Trip Advisor. There could be conversation and community created about the destination through the destination websites, or at least clear links to the social media outlets where this community interaction exists.
Much of the information presented is static, including businesses listings which do not change with the commencement of a new event season or new activities within the destination. This deters repeat online visitation.
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ANALYTICS LESSONS
TABLE 58 TOP 30 GRV GOOGLE SEARCH TERMS
Shepparton accommodation is one of the highest search terms, receiving an average of 1,600 shepparton accommodation tahbilk violet town market kinglake national park nagambie caravan park marysville accommodation mitchelton winery accommodation shepparton nagambie lakes eildon caravan park yarra ranges national park shepparton golf club nagambie accommodation shepparton caravan parks nagambie lakes leisure park goulburn river lake eildon national park lake eildon accommodation mt disappointment buxton trout farm tahbilk winery lake nagambie eildon accommodation alexandra accommodation flowerdale estate spc shepparton mooroopna golf club seymour accommodation strathbogie ranges aquamoves shepparton riverlinks shepparton art museum black spur inn yea caravan park mitchelton wines euroa accommodation lake eildon camping seymour caravan park
searches per month, which is reflected in the bulk of regional accommodation situated in Shepparton. As a Victorian comparison, some of the higher searched destinations in terms of accommodation are Mornington peninsula accommodation which receives an average of 3,600 searches, Echuca accommodation, 4,400 searches and Bendigo accommodation, 4,400 searches. In terms of township searches in the region, the town of Shepparton features most frequently, including key search terms, Shepparton golf club, Shepparton caravan parks, SPC Shepparton,
Shepparton art museum and things to do in Shepparton. This reflects the high levels of visitation to Shepparton in comparison to other regional destinations. There are also number of terms relating to Nagambie including Nagambie Caravan Park, Nagambie lakes, Nagambie
accommodation and Nagambie lakes Leisure Park, reflecting the strength of Nagambie as a holiday and food & wine destination. The highest searched individual attraction in the region is Tahbilk, which has 1,600 searches. However, this could include visitor searches for online wine sales as well as visitors wishing to find out information about the cellar door and restaurant/café. The term Mitchelton winery is also ranked highly within these search terms and receives about 880 searches on a monthly basis. The term Mitchelton receives 1,900 average searches per month, however, Mitchelton is also a suburb in Brisbane and therefore searches could also be related to this. Other Food and Wine related search terms featured within this list include violet town market, Buxton trout
farm and SPCShepparton. Nature based assets feature quite strongly within this list, with the top search terms being
Kinglake national park, Nagambie lakes and the Yarra ranges national park, Goulburn River, Lake Eildon National Park, Mt disappointment, and the Strathbogie Ranges. Key accommodation phrases appearing in the key terms are camping and caravanning, with caravan parks in Nagambie, Eildon, Shepparton, Yea and Seymour featuring in the top searches, ahead of searches with the word hotel or motel attached to these townships. Being a relatively young region in tourism terms, the main destination words or string of words including Goulburn river valley, rate very low (10 average monthly searches) which highlights ‐
200
400
600
800
1,000
1,200
Average searches per month
1,400
1,600
the general unfamiliarity with the concept of the Goulburn River Valley Region. Searches linked to the river ranked much higher at 590 average monthly searches.
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IMPROVING ONLINE VISIBILITY
In terms of improving the region’s online visibility, additional research and the development of
Although the destination is ‘tweeted’ about in general terms, the two destination specific twitter
an online strategy is recommended. At present, the region’s destination website
accounts are both from Shepparton. Although the Greater Shepparton account does include
www.goulburnrivervalley.com.au does not appear when township specific information is
council related information, it also highlights visitor information.
entered into Google. With the absence of prior awareness of the Goulburn River Valley region,
Discover Shepparton- @discovershepp (469 followers)
discover the region.
Greater Shepparton- @GreaterShepp (1,615 followers)
10.4.3. SOCIAL MEDIA
YOUTUBE
The following section presents the various quantifiable social media channels associated with
There are three destination managed tourism channels that have been identified on YouTube.
the region and the extent to which the region is featured. Channels such as Flickr, Trip Advisor
The Marysville Tourism account generates the greatest amount of activity, with the Buxton
and Instagram, whilst important opportunities for the region, have been omitted from this audit
Trout Farm having the greatest level of activity.
unless the exact terms are entered in, or the exact url used, visitors may find it difficult to
due to the difficulty in searching for destination specific entries.
In general terms, the region is not well represented across social media channels. The
Goulburn River Valley Region has an opportunity to improve profile and brand strength through increased participation in social media channels.
Although ensuring the destination is
promoted and up to date information is presented across all social media channels is
There are six destination Facebook pages that have been identified in the region (excluding individual business pages and auto generated destination pages). The Visit Marysville page has the greatest number of ‘likes’.
Goulburn River Valley Tourism (24 likes);
Visit Marysville (1,399 likes);
Discover Shepparton (693 likes);
Lake Eildon (454 likes);
The Seymour We Want Inc. (151 likes); and
yea.com.au (169 likes).
Most watched video- SPC Ardmona Kids Town (114 views)
Marysville Tourism (9 videos, updated 1 week ago)
Most watched video- Goulburn River Valley High Country Rail Trail (1,845 views)
Discover Shepparton (5 videos, updated 5 months ago)
acknowledged, focussing on the most widely used channels including Facebook, Twitter, You Tube and Pinterest could help develop a greater online conversation about the destination.
Goulburn River Valley (4 videos, updated 1 year ago)
Most watched video- Buxton Trout Farm (2,328 views)
Two Pinterest destination ‘boards’ have been found. This excludes boards that represent the destination that have been created by people outside of the region.
Seymour Victoria- a board established by www.seymour.com.au (1 pin)
Visit Yea, Victoria, Australia- established by the Tourism Channel (27 pins)
10.4.4. APPS The use of Apps, such as the Visit Marysville App is sporadic across the region. The use of apps can play an important role in the way visitors access information and travel whilst in the region. They provide an important source of real time information and are an increasingly popular information source in the Smart Phone age.
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PART 3: I SSUES AND O PPORTUNITIES
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11.
P RODUCT & E XPERIENCE D EVELOPMENT
1 1 .1 . INTRODUCTION The analysis provided in this background paper, along with extensive consultation with key stakeholders and businesses, provides the framework for the development of a suite of tourism product and infrastructure development opportunities across the region. Tourism development opportunities are divided into: 1.
2.
GRV Regional Themes and Opportunities, providing:
Common regional product themes and initiatives; and
Major regional infrastructure opportunities.
Sub-Regional Destination Opportunities, providing:
Primary existing product strengths for development; and
Identification of new emerging product strengths for development.
1 1 .2 . P RODUCT DEVE LOPMENT OB JECTIVES The GRV Destination Management Plan seeks to capitalise on existing tourism assets and support the growth of tourism visitation and business across the region. The key objectives in new tourism opportunities include:
Increasing overall visitation to the GRV region;
Increasing visitor yield and length of stay in the region;
Raising awareness of the region’s existing tourism product assets;
Improving the product offer in terms of attractions, experiences and infrastructure;
Developing GRV’s towns in order to target market expectations and preferences; and
Developing tourism businesses in the region to service visitor markets and provide product to meet visitor expectations.
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12. I SSUES AND
O PPORTUNITIES
as the spa and wellness offer), building on existing strengths (such as events) and capitalising on underutilised assets (such as the equine industry). To support this, the region needs to address issues around the supporting product it provides, by improving the supply and quality of the accommodation offer and providing supporting consumer product to match target market
1 2 .1 . INTRODUCTION The following discussion provides a lead-in to the DMP in identifying potential catalyst projects and key product, including:
need. Major infrastructure issues such as accessibility (by road and rail), township perceptions and streetscape, and rail/public transport access also provide a major opportunity to better promote the region and provide visitor accessibility. The DMP will seek to define how individual destinations in the region should be developed, in
Key regional themes, which transcend individual destinations and have the potential to
terms of their identity, marketing and branding within the wider region. Whilst the GRV region
define the regional offer; and
provides an important umbrella for promoting the region, destinations within GRV have distinct
Sub-region destination projects and key supporting products.
landscapes, products and target markets which should have a strong individual identity and marketing presence.
This analysis seeks to provide context for the suite of development opportunities contained in section 13, and provides discussion on how the development opportunities combine to
REGIONAL CATALYST PROJECTS
capitalise on the strengths of the region and each distinct destination.
1.
1 2 .2 . REGIONAL DE VELOP MENT
enterprise. 2.
3.
How individual destinations within the GRV should be developed; and
How the region is branded and marketed to its audience.
The GRV region is a developing tourism region which has not fully defined or developed a full suite of regional products and experiences. Nature based tourism in Murrindindi Shire and food
4.
5.
infrastructure 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 (such
Capitalising on the equine industry – by delivering regional tours and events, linked to complementary products.
6.
Identifying new touring routes – defining new routes that capitalise on natural assets, produce strengths, history & heritage and boutique/arts villages across the region.
7.
Delivering iconic strategic developments – by providing opportunities to develop iconic attractions such as the Shepparton Art Museum.
offer in the region. The catalyst opportunities at a regional level provide the opportunity to provide the product and
Delivering accessibility – via the rail network and through highway and air infrastructure improvements.
and wine production across the region are the two key strengths that underpin the regional offer. The DMP provides the opportunity to build on these strengths and diversify the product
Iconic events - delivering iconic events and co-ordinating existing events across the region.
The key regional product and infrastructure opportunities that will define the GRV as a destination and how these opportunities will need to develop;
Accessing water across the region – providing access to key underutilised assets including the Goulburn River, Nagambie Waterways and Lake Eildon.
DISCUSSION
At a regional level the DMP will need to focus on understanding:
Creating new products and experiences – such as a spa and wellness offer or zip line
KEY SUPPORTING OPPORTUNITIES
Accommodation that provides increased supply, diversity and quality in locations where gaps have been identified.
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Quality food and dining to meet the needs of daytrip and overnight visitors – destination dining, local produce / paddock to plate, boutique, evening dining, quality cafes / coffee.
POTENTIAL CATALYST PROJECTS
1.
Timely delivery of the preferred Kilmore bypass – providing the catalyst to unlocking
Commercial tours options to assist in packaging the regional offer – water-based activities,
development opportunities, attracting new investment and allowing Kilmore to revitalise
equine, history & heritage, food and wine touring routes.
its heritage streetscape.
Improving accessibility, signage and wayfinding across the region; including at gateway
2.
Unlocking the Kilmore Creek – providing development opportunities and creating a new tourism product which utilises the waterfront as part of a place-making project or
entry points.
masterplan for the precinct.
1 2 .3 . SUB -REG IONA L
KEY SUPPORTING OPPORTUNITIES
12.3.1. KILMORE / BROADFORD
Improved quality of food and dining.
Kilmore
Small scale boutique B&B accommodation to service weekend getaway market.
An iconic annual or bi-annual event in Kilmore.
DISCUSSION
The Kilmore / Broadford sub-region services an important VFR market and population base on
Broadford
the periphery of the metropolitan area. Key to improving profile and existing visitation to the region will be to leverage from existing assets, such as the heritage streetscape in Kilmore and State Motorcycle Sports Complex in Broadford.
POTENTIAL CATALYST PROJECTS
1.
Expansion of Broadford’s State Motorcycle Sports Complex – enabling the complex to host
Kilmore has a unique opportunity to reinvigorate its streetscape and town centre public realm
national level motorcycle competition and other motorsports, and supporting the
following the implementation of the preferred highway bypass in 2017.
development of Broadford as a themed town.
It provides an
opportunity to fund streetscape works, attract new business and improve perceptions of the town. Other opportunities, such as supporting a major new event or improving the Kilmore
KEY SUPPORTING OPPORTUNITIES
racecourse will also serve to increase visitation and improve awareness of Kilmore as a
Food and dining to leverage from events visitation.
Investigate options for a medium scale motel and / or self contained accommodation to
destination. Broadford has an opportunity to re-position itself as a motorcycle themed town, based on its
cater for motorcycle / events visitation, either within the State Motorcycle Sports Complex,
most significant asset: the State Motorcycle Sports Complex. The supporting opportunities can
in the town, or both.
provide the product to better leverage from events and motorcycle visitation; capturing visitors which currently bypass the township due to the supply and quality of accommodation and dining options.
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KEY SUPPORTING OPPORTUNITIES
12.3.2. SEYMOUR AND SURROUNDS
DISCUSSION
A medium sized, high quality self-contained accommodation and conference centre product to service business and VFR markets.
Seymour is a major service centre in the region which caters for a significant VFR and business market. There is an opportunity for Seymour to better service these sectors by providing appropriate supporting product, including accommodation and conference facilities that will be
A café (possibly military themed) to support the Vietnam Veterans Commemorative Walk.
key to servicing existing markets and growing new overnight business visitation.
Tallarook
Also, in meeting visitor expectations, as well as encouraging touring and ‘stopover’ visitation,
POTENTIAL CATALYST PROJECTS
Seymour needs to enhance the physical configuration of the town; both in the town centre and along its major underutilised asset, the Goulburn River. A Structure Plan and Masterplan for
1.
arts and culture.
the township and riverside precinct will provide some strategic direction and momentum for Seymour that is not embedded in existing strategic policy.
This focus will unlock new
opportunities, particularly on the riverfront if the funding and property acquisitions necessary to
Event or street festival – building on Tallarook as an emerging events destination in music,
KEY SUPPORTING OPPORTUNITIES
deliver the flood levee can be achieved. Seymour also has the opportunity to align itself more
Boutique, quality food and dining to continue to develop Tallarook as a ‘Boutique Village’.
robustly with the military strengths of the region, building on assets such as the Military History
Small scale B&B and/or self-contained accommodation options to cater for high yielding
Trail, the Vietnam Veterans Commemorative Walk, The Australian Light Horse Memorial Park
and rail trail visitation.
and Puckapunyal army base. Tallarook is developing as an important ‘boutique village’ in the region, which has benefited from the opening of the Great Victorian Rail Trail. Tallarook has the opportunity to capitalise on this by delivering small scale, high quality, boutique product to match high yield markets.
12.3.3. KINGLAKE RANGES DISCUSSION
An emerging music scene in Tallarook, boosted by the Boogie Festival, offers an opportunity
The Kinglake Ranges is an area which continues to transition and rebuild following the 2009
to attract new music, arts and cultural events or festivals that complement the existing offer and
bushfires. The focus for the area is to continue to develop a critical mass of tourism product as
the promotion of Tallarook as a boutique and culture rich destination.
part of the rebuilding process, particularly in terms of accommodation which, as illustrated in the gap analysis, is in severely short supply.
Seymour POTENTIAL CATALYST PROJECTS
1.
2.
There is an opportunity for the Kinglake Ranges and Kinglake National Park to diversify its product offer and provide new catalyst experiences that define the tourism product in Kinglake into the future. There could be an opportunity to develop a high quality spa and wellness
Development of the Goulburn River flood levee – the levee will be critical in providing a
retreat/offer in the region that caters for the short-break socially aware Melbourne market.
platform to unlock waterfront development opportunities as part of a potential ‘Riverfront
Another catalyst opportunity could also be a zip line operation, which has been in discussion
Precinct Masterplan’ project.
for the Toolangi forest and could cater for younger market segments from Melbourne.
Implementing a Seymour Structure Plan – providing the framework to reconfigure the town centre in terms of its streetscape, permeability and public realm; which will attract investment and improve visitor perceptions.
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POTENTIAL CATALYST PROJECTS
1.
A high yield wellness retreat – providing a new product in the region with the potential to capitalise on natural assets and proximity to Melbourne.
2.
A zip line in the Toolangi Forest – providing an opportunity to create a catalyst and standalone driver of new visitation to the Kinglake Ranges which taps into younger market segments.
Yarck is boutique destination with 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. POTENTIAL CATALYST PROJECTS
1.
the ability of Yea to capture passing visitation and strengthen it as key stopover destination in the region.
KEY SUPPORTING OPPORTUNITIES
Improving the supply of accommodation in the region, which is critically low.
Providing farm gate experiences to cater for weekend visitors to the region.
Supporting the development of premier mountain biking infrastructure at Bowden Spur.
12.3.4. YEA AND SURROUNDS DISCUSSION
Yea is currently an attractive town that leverages significant yield from passing touring routes and snowfields visitation. The key opportunities for Yea lie in maximising the yield achievable
2.
and supporting RV friendly facilities would help to maximise this potential. There could, however, be an opportunity for Yea to provide backpacker accommodation that capitalises on
such as the Cheviot Tunnel; as well as investigating what is required to promote Yea as the key location to leave the rail trail and ‘discover’ surrounding townships. KEY SUPPORTING OPPORTUNITIES
Yea
A new annual music event in Yea.
Promoting Yea as an RV Friendly town by providing a dump point and adequate RV parking.
Providing a high quality dining establishment.
Group accommodation to service the itinerant worker market and group bookings in
its position at the heart of Murrindindi Shire. The current supporting product offer in Yea is of reasonable quality and provides a number of
Capitalising on Yea as a key visitor destination on the Great Victorian Rail Trail – capturing visitation between Tallarook and Alexandra and leveraging from iconic rail trail attractions,
from this day/passing visitation, rather than necessarily competing with other destinations in the region for significant overnight visitation. Initiatives such as high quality food and dining
Improving the public realm and streetscape at key entrance points to the town – to improve
Murrindindi Shire.
options for passing visitation. However, the streetscape, and particularly the gateways into the
Opening the Y Water Centre and understanding the potential opportunities that will emerge.
town, would benefit from revitalisation and improved interpretation/wayfinding in order to improve perceptions and draw visitors into the town. Yea currently has a range of existing events based activities such as the Autumn Festival, a monthly Country Market and a Twilight Market which is part of the new Yea Arts Carnivale. There is the potential to build on this existing offer and seek to promote Yea as a key events destination in the region.
Yarck POTENTIAL CATALYST PROJECTS
1.
Provide the product to capitalise on Yarck as a boutique destination on the Great Victorian Rail Trail – building on existing township strengths and the potential of rail trail visitors by providing a high yield accommodation option.
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12.3.5. ALEXANDRA / MARYSVILLE / EILDON
Alexandra
DISCUSSION
POTENTIAL CATALYST PROJECTS
The Alexandra / Marysville / Eildon sub-region provides a diversity of tourism product and
1.
natural landscapes, and provides a significant area within which to drive nature based visitation
Build on Alexandra as an events destination, particularly for sports in the south of the GRV region – building on sporting infrastructure and existing events capacity.
in the GRV region. It is intrinsically linked to surrounding tourism regions such as High Country and Yarra Valley, but also to the Kinglake Ranges and Melbourne fringe.
The product
Marysville
development opportunities in the sub-region differ between destinations based on the existing product and future potential, with destinations such as Alexandra operating as service centres
POTENTIAL CATALYST PROJECTS
and Marysville as a traditional holiday/leisure visitor destination.
1.
Spa and/or wellness centre in a wildlife setting – providing a family friendly offer that caters
Marysville is a traditionally strong tourism destination, which is in a transition/recovery phase
for the family market and provides a new catalyst product for Marysville; supported by an
following the 2009 bushfires. This provides an opportunity to develop new emerging destination
existing and emerging spa offer, such as the recently opened White Lotus Spa in
strengths, such as spa & wellness, which can build on this transition and provide a unique offer
Narbethong and a Day Spa to open as part of the Vibe Complex in Marysville.
for the region. A spa and wellness offer in Marysville could target the family market segment,
2.
Continued investment in commercial recovery and development of a strong night-time
which would not compete with high end established wellness destinations such as Daylesford
economy – continuing to increase the retail, arts and craft offer in Marysville and providing
and the Mornington Peninsula Hot Springs. This could support the existing and emerging spa
a family focused pub and high quality dining offer to revitalise the night time offer.
offer, such as the recently opened White Lotus Spa in Narbethong and a Day Spa to open as part of the Vibe Complex in Marysville. Critical to maintaining Marysville’s recovery and supporting new tourism experiences, is providing the supporting product in terms of
KEY SUPPORTING OPPORTUNITIES
B&B and self-contained accommodation to support recovery.
encourage overnight visitation and night time activity.
Mountain biking infrastructure between Lake Mountain, Marysville and Buxton.
Alexandra functions as a key service centre in the region, but lies on east-west, rather than
Catalyst commercial operator such as a brewery / micro-brewery.
accommodation and food/drink. In particular, the night time economy should be supported to
north-south transport routes; limiting the potential for passing daytrip visitation. As such, Alexandra is not traditionally a strong tourism destination, however, the Great Victorian Rail
Eildon
Trail could unlock opportunities to capture new visitors and build on existing strengths such as sporting infrastructure and events.
POTENTIAL CATALYST PROJECTS
Eildon provides a major opportunity for increased visitation and improvement, leveraging from
1.
Unlocking opportunities on Lake Eildon – providing access, infrastructure and sites to
Lake Eildon as a premier regional asset. Key opportunities for Eildon are based around
unlock commercial waterfront development opportunities and recreational experiences;
reconfiguring infrastructure in both the township and on the waterfront – to unlock opportunities
capitalising on Eildon’s major asset.
and support increased water based activity. These critical infrastructure and development opportunities could be supported by an improved tourism focus, such as commercial tour operations and a co-ordinated private houseboat enterprise.
2.
Eildon Township Masterplan / Structure Plan – comprehensive reconfiguration and improvement to the existing streetscape, in the form of a Structure Plan/Masterplan, is required to improve visitor perceptions, amenity and access to the Lake.
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3.
Extending the Great Victorian Rail Trail from Alexandra to Eildon – unlocking a major opportunity to continue the success of the rail trail and unlock the potential of Eildon.
POTENTIAL CATALYST PROJECTS
1.
Unlocking equine opportunities – providing equine tours and events, and investigating the feasibility of an equine museum/centre in Nagambie linked to the thoroughbred racing
KEY SUPPORTING OPPORTUNITIES
industry.
Providing commercial tour operations on Lake Eildon.
Investigating tourism operator opportunities resulting from changes to the Eildon
and sites to unlock commercial waterfront development opportunities, such as food and
Houseboats Association.
dining and eco-tourism accommodation.
12.3.6. NAGAMBIE AND SURROUNDS DISCUSSION
Nagambie is a destination with significant potential for growth. The Nagambie bypass and
2.
KEY SUPPORTING OPPORTUNITIES
Improving and revitalising the Nagambie streetscape.
Providing new high quality and boutique accommodation that aligns with target markets and Nagambie’s growth as a primary holiday and leisure destination in the region.
proposed streetscape revitalisation will provide the catalyst for the organic attraction of new commercial business and enterprise in Nagambie. This organic growth is likely to drive the growth of Nagambie as one of the GRV region’s premier holiday destinations, providing quality nature based activities and a destination wine offer linked to the Heathcote wine region. Critical to supporting the growth of Nagambie is the need to unlock access and opportunities on Lake Nagambie and the Nagambie waterways. Providing the infrastructure, accessibility
Unlocking opportunities on the Nagambie Waterways – providing access, infrastructure
Developing Mangalore Airport as a major destination for the training of new pilots in SE Asia.
12.3.7. EUROA AND THE STRATHBOGIE RANGES
and commercial development on the waterways will stimulate increased water-based
DISCUSSION
recreation and support the development of new tourism products and experiences.
Euroa has an underutlised heritage streetscape which, if capitalised upon, provides a
A major underutilised strength of the GRV region is its equine assets, particularly as the heart of Victoria’s thoroughbred racing and breeding industry. Engaging the equine sector and investigating 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. A major horse themed event in the region (either in Nagambie or Euroa, or both) would raise the profile of the industry and increase engagement. There is also a product gap in terms of showcasing the industry, with the potential to investigate the feasibility of a museum / centre that charts the history and significance of the horse racing industry to region, for
significant opportunity to improve perceptions, length of stay and visitation to the town. Improving amenity, including signage and wayfinding in the township, would attract new business, investment and product opportunities. Euroa and Strathbogie Shire could capitalise on its major equine thoroughbred assets by promoting an annual racing/thoroughbred themed event (in conjunction with Nagambie) to raise the profile of the industry and cater for equine visitors. An important supporting product in Euroa is a quality evening dining facility to cater for overnight markets, which is currently limited, in low supply and of average quality. The gap analysis also identifies potential to provide formal visitor information services in Euroa, to service the north east gateway to the region and draw north south visitors from the freeway.
example, a showcase of memorabilia/historical artefacts from previous Melbourne Cup runners
The Strathbogie Ranges has an opportunity to capitalise on its strengths in local produce and
and major Group 1 winners.
cycling, to increase visitation, length of stay and yield. These products could be supported by farm stay or boutique accommodation opportunities to cater for socially aware weekend break markets. There is also an opportunity to continue to develop villages such as Strathbogie, Violet Town and Ruffy as the GRV region’s emerging art and culture / boutique villages; building
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on the emerging strengths, such as the Altitude Arts Festival, Violet Town Market and Ruffy Art Show.
KEY SUPPORTING OPPORTUNITIES
Ruffy and Violet Town).
Euroa POTENTIAL CATALYST PROJECTS
1.
Revitalise heritage assets – an audit of heritage buildings in Euroa would provide an opportunity to bring significant heritage assets to market.
2.
Delivering farm stay and self-contained accommodation.
Reinvesting in the streetscape and public realm on Strathbogie’s main street.
Avenel
Major equine event –marking the start of the Melbourne Spring Carnival or horses’ common birthday in August (possibly in conjunction with Nagambie).
3.
Supporting the emerging arts scene in Strathbogie Shires boutique villages (Strathbogie,
Delivering an accredited VIC and visitor destination at Seven Creeks Park – to provide a visitor stop on a key gateway from the east of the region and to encourage increased stopovers and length of stay in Euroa.
KEY SUPPORTING OPPORTUNITIES
KEY OPPORTUNITIES
Providing new accommodation supply, including boutique, B&B and self-contained accommodation.
12.3.8. SHEPPARTON AND SURROUNDS DISCUSSION
Improving the quality and supply of night time dining establishments in Euroa.
Providing the infrastructure, including RV parking and a dump point, to promote Euroa as
attractor of over 30% of overall visitation across the region.
an RV friendly town.
opportunities in the region reflect this role and seek to build on existing assets.
Providing new self-contained accommodation to diversify the accommodation stock and reinvesting in existing stock where required.
Strathbogie Ranges
Shepparton is the primary service centre of the GRV region. It is both an economic driver and The scale and breadth of The
opportunities in Shepparton seek to reflect 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. A standalone Shepparton Art Museum would provide an iconic arts and cultural attraction in both the region and regional Victoria. Proposals to include a significant indigenous collection
POTENTIAL CATALYST PROJECTS
would further enhance the offer and have the potential to attract international markets.
1.
Sealing road infrastructure over the Strathbogie Ranges to improve cycling infrastructure
Undertaking the investigative work and providing the infrastructure necessary to unlock the
– providing the infrastructure to accommodate new cycling product opportunities and
Goulburn River would provide a major catalyst to diversify the product and experience offer in
cycling events.
Shepparton. It would unlock both water based activities potential and opportunities to provide
Support farm gate and farm stay tourism opportunities – building on local producers,
waterfront commercial opportunities. Alongside this, a comprehensive masterplan for the
particularly in the olive industry and potentially linking in with wider GRV food and wine
Victoria Park Lake complex would provide an opportunity to deliver new tourism product on a
touring routes.
key gateway into Shepparton, including a Visitor Information Centre and Interpretive Centre,
2.
and provide a framework that details how the lakeside precinct could interact with new opportunities on the Goulburn River.
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The current Shepparton CBD revitalisation project will be important in improving the amenity of
4.
Capitalising on the indigenous and multicultural offer – investigating the feasibility of an
the CBD and catering for important retail, business and VFR markets. Also important in
indigenous/multicultural event in Shepparton and supporting and indigenous bush garden
Shepparton will be the provision of new accommodation, particularly in the high quality bracket
on the Goulburn River.
with the ability to cater for business and VFR markets.
5.
Providing diversity in accommodation - including a high quality internationally branded
In Tatura, the war camps have the potential to provide a regionally significant product. The war
hotel and/or four star self-contained accommodation, and a branded backpacker
camps museum contains a wealth of historical and interpretive memorabilia that chart the
establishment.
history of one of Victoria and Australia’s largest war camps. The war camps themselves could provide a lease or purchase opportunities where a tangible war camp park or product could be
KEY SUPPORTING OPPORTUNITIES
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.
new events and supporting the redevelopment of existing facilities such as Shepparton Showgrounds and the Shepparton Sports Precinct.
Murchison and Dookie have the potential to be promoted as GRV ‘boutique towns’ and which provide an attractive destinations in a countryside setting.
To support this, there is an
opportunity to provide an improved supporting dining and accommodation product.
Supporting Shepparton as a primary business, sports and events destination – attracting
In
opportunities.
Murchison, Days Mill provides a significant heritage asset which is currently inviting expressions of interest into its future use. The development of a working/heritage farm in Days Mill would complement the Murchison offer and the agricultural strengths of the region. There is also an opportunity to support the Murchison to Rushworth Rail Trail, with has secured $150,000 of funding for part of the trail, which is proposed to be operational in 2014.
Supporting the relocation of Shepparton Aerodrome and investigating pilot training
Tatura POTENTIAL CATALYST PROJECTS
1.
Developing the Tatura War Camps product – providing new product/development
Dookie has an emerging arts scene and has secured funds which will deliver new audio visual
opportunities, tour operations and investment in the existing War Camps Museum to
arts equipment. Dookie has the opportunity to continue to develop as one of the boutique niche
provide a product to cater for key target markets.
arts villages that support the regional arts and culture offer.
Shepparton POTENTIAL CATALYST PROJECTS
1.
2.
Standalone SAM – providing a major arts and cultural icon in Regional Victoria, which
KEY SUPPORTING OPPORTUNITIES
The development of Tatura Park as a major events facility.
Providing high quality motel accommodation so service the events / overspill market.
would host a significant indigenous art collection.
Murchison
Unlocking opportunities on the Goulburn River – providing access, infrastructure and sites
POTENTIAL CATALYST PROJECTS
to unlock commercial waterfront development opportunities, such as eco-tourism accommodation or indigenous attractions such as a bush food garden, and access to the
1.
capitalises on the building’s outstanding heritage features.
river itself. 3.
Supporting and delivering the Shepparton CBD revitalisation project – to improve the town centre streetscape and amenity.
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Securing investment in Days Mill – providing a heritage based tourism product that
2.
Supporting the Murchison to Rushworth Rail Trail – realising existing funding commitments and linking the region with surrounding tourism regions.
KEY SUPPORTING OPPORTUNITIES
Boutique B&B accommodation to support Murchison as one of the region’s boutique towns.
Providing a local produce or artisans store to lift the food and dining offer.
Dookie KEY SUPPORTING OPPORTUNITIES
Supporting the emerging arts scene and Dookie as one of the region’s ‘Arts Villages’.
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13.
P RODUCT AND E XPERIENCE S UMMARY
1 3 .1 . REGIONAL PRODUC T THEMES & OPPORT UNITIES Figure 37, Table 59 and Table 60, provide a detailed summary of the product and infrastructure themes that are common to the wider GRV region. This includes a tabulated summary of key regional tourism experience opportunities, providing an indication of the broad destinations for product development across the region; and a summary of the key supporting tourism product and major infrastructure required to support tourism development across the region. The regional product and infrastructure overview provides a high level analysis of the key regional opportunities that are explored in more detail in each sub-regional destination cluster, and that will be developed further as part of the Destination Management Plan. FIGURE 37 REGIONAL PRODUCT DEVELOPMENT OVERVIEW
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TABLE 59 SUMMARY OF OPPORTUNITIES: REGIONAL TOURISM EXPERIENCES Tourism Experience / Theme
Key Product Development Opportunities
Key Product Location(s)
1. Nature-based & Adventure/Sports
a)
Marysville.
Families.
Kinglake.
Older Couples.
Regional.
Mountain biking - develop regional biking/cycling infrastructure and promote the region as a premier mountain biking destination, focussing on two premium destinations.
Kinglake Ranges - Bowden Spur.
Sports.
Lake Mountain/Buxton/Marysville and surrounds.
Socially Aware.
Cycling – support the upgrade of cycling road cycling infrastructure across the GRV and investigate new cycling routes and events in the region.
Murrindindi.
Socially Aware.
Strathbogie.
Sports.
Greater Shepparton.
The Goulburn River (Shepparton, Seymour, Alexandra).
Families.
Lake Eildon.
Socially Aware.
The Nagambie Waterways.
Sports.
Backpacker.
b)
c)
d)
Bushwalking – support and develop bush-walking and tracks/trails across the region, especially in bush-fire affected areas.
Water based activities – develop the GRV region as a premier water-sports / water-based recreation destination by:
e)
f)
2. Food and Wine
a)
b)
Encouraging commercial watersports and tour operations on key waterways;
Improving access to key waterways to provide boating, swimming, fishing and water-sports opportunities; and
Investigating canoeing opportunities along the Goulburn River.
Tour operations – seek to encourage tour operators to diversify into the region, capitalising on key natural assets and activities such as waterbased, climbing/abseiling, aerosports, cycling/biking, hiking/bushwalking, outdoor education and wildlife.
Catalyst adventure – investigate the feasibility of a zip-line enterprise in the region to strengthen the adventure sports product and provide a catalyst attractor.
Farm gate - investigate and support new farm gate, cellar door and local produce development opportunities across the region to develop food and wine into a primary regional strength. Evening dining and destination dining – seek to improve the quality of dining experiences across the region by providing higher quality night-time dining opportunities, and destination dining establishments.
Matching Key Target Markets
Lake Eildon.
Families.
Kinglake.
Socially Aware.
Nagambie.
International.
Mangalore.
Toolangi Forest (or alternative areas considered feasible following investigation).
Socially Aware.
International.
Sports.
Backpacker.
Socially Aware.
International.
Older couples.
Regional – particularly Strathbogie Shire and Murrindindi Shire.
Marysville.
Socially Aware.
Yea.
International.
Seymour.
Older couples.
Eildon.
Euroa.
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Tourism Experience / Theme
Key Product Development Opportunities
c)
d)
e)
3. Festivals and Events
a)
b)
c)
d)
134
Wineries – encourage wineries to develop their tourism offer across the region, including cellar door operations and farm stay accommodation (possibly expedited by changes to the farming zone). Touring routes – investigate the potential to promote and develop food and wine touring routes across the region which capitalise on wineries, farm gate and local produce stores. Boutique villages – seek to capitalise on the regions strengths in local production and food and wine; by seeking to attract new local produce / boutique stores where opportunities may exist to develop the boutique offering.
Sporting events – develop the region as a hub for major regional and national sporting events (including national motorsports, equine – racing and showjumping, local and regional team sports events, cycling & mountain biking, running/marathons and alpine sports).
Music, arts and culture – investigate possibilities across the region to support existing and attract new music, arts and cultural festivals.
Food and wine – investigate the feasibility of and support events that link the food and wine strengths of the region (and surrounding regions such as the Yarra Valley). Equine – investigate the potential for major equine events to complement the strength of the equine product in the region.
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Key Product Location(s)
Nagambie.
Regional.
Matching Key Target Markets
Socially Aware.
International.
Older couples.
Links over the Strathbogie Ranges.
International.
Valley to mountains produce tour.
Older couples.
Food, wine and equine.
Yarck.
Socially Aware.
Tallarook.
Euroa.
Strathbogie.
Dookie.
Avenel.
Ruffy.
Murchison.
Organised Team Events (Shepparton/Tatura Sporting Facilities).
Families.
Socially Aware.
Sports.
Socially Aware.
Motorsports (Broadford).
Mountain Biking (Kinglake Ranges, Lake Mountain).
Running, Triathlon (Murrindindi Shire).
Alpine (Lake Mountain).
Cycling (Regional).
Tallarook (Music and Art/Culture).
Strathbogie Ranges (Arts).
Nagambie (Music).
Shepparton (Arts).
Yea (Music).
Dookie (Arts).
Strathbogie Shire.
Socially Aware.
Shepparton.
Older couples.
Seymour.
Nagambie.
Socially Aware.
Euroa.
International.
Tourism Experience / Theme
Key Product Development Opportunities
Key Product Location(s)
e)
Violet Town.
Socially Aware.
Alexandra.
Families.
Euroa.
Older couples.
Nagambie.
Shepparton.
Avenel.
Kinglake.
Yea.
Seymour.
Tallarook.
Broadford.
Marysville.
New events spaces – investigate the potential to develop new events spaces across the region.
Euroa.
Business.
Families.
New conferencing destinations / facilities – support new conference facilities across the region to strengthen GRV as a key conferencing destination in proximity to Melbourne.
Marysville.
Business.
Eildon.
Seymour.
Shepparton.
Business.
Seymour.
Murrindindi Shire.
Seymour and surrounds (including Puckapunyal).
International.
Shepparton/Tatura.
Older couples.
Euroa.
Military Trail (Seymour, Euroa, Benalla, Wodonga).
Avenel.
International.
Euroa.
Older couples.
Beveridge.
Families.
f)
4. Business and Conferencing
a)
b)
5. History and Heritage
a)
b)
Markets – develop new and existing markets (food, produce, arts and crafts) across the region to position GRV as a primary destination for boutique markets.
Existing business facilities and supporting product – support the upgrade of existing facilities and complementary tourism product, such as high quality accommodation, in the region’s key business centres. Military history – capitalise on the regions rich military history by marketing and developing the region / sub-regional destinations as a premier nationwide location for military history (i.e. Tatura War Camps and Military History Trail).
Ned Kelly – promote the GRV region as a key destination on the Ned Kelly touring route and support key product development (i.e. the restoration of Kelly House in Beveridge).
Matching Key Target Markets
c)
Interpretation of history and the landscape – seek to interpret stories and historical events and experiences across the region using technological story telling techniques in heritage places and locations.
Regional.
All
d)
Heritage buildings & streetscapes – seek to a restore key heritage buildings and streetscapes in heritage townships across the region.
Kilmore.
All
Euroa.
Nagambie.
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Tourism Experience / Theme
6. Equine
Key Product Development Opportunities
a)
b)
c)
7. Arts and Culture
Alexandra.
Yea.
Murchison (Days Mill).
Thoroughbred – seek to improve the accessibility to and experiences of equine thoroughbred equine industry (i.e. stud tours, events, touring possibilities). Undertake engagement with thoroughbred horse studs to understand and synergies and potential tourism opportunities.
Regional (particularly Strathbogie Shire).
Events – provide regional events that capitalise on the equine strengths of the regional and the concentration of equine studs – examples may include a ‘Horses Birthday Festival’ or ‘Spring Carnival Festival’.
Euroa.
Nagambie.
Tours and touring – investigate tour opportunities with key equine operators (particularly thoroughbred). Investigate potential equine touring routes, coupled with the regional food and wine offer.
International.
Socially aware.
Families.
Euroa and the Strathbogie Ranges.
Socially Aware.
Nagambie and surrounds.
International.
Shepparton and surrounds.
Older couples.
Seymour and surrounds.
Racing – promoting the regions racing and picnic racing events and meetings.
Key race tracks in the region.
Families.
e)
Equine museum / centre – investigate the potential for an equine museum or centre in the region, to showcase particularly the thoroughbred strengths (i.e. memorabilia/artefacts from past Melbourne Cup Horses and major regional stars, such as Black Caviar).
Nagambie.
International.
Older couples.
Support a standalone Shepparton Art Museum – provide a major regional arts and cultural draw both in the GRV region and across the State.
Socially Aware
International
Older Couples
a)
a)
b)
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Matching Key Target Markets
d)
b)
8. Indigenous
Key Product Location(s)
Support community ‘Arts/Boutique Villages’ – support and develop emerging local arts and cultural assets, including events, galleries and retail outlets in boutique villages across the region.
Strathbogie.
Socially Aware.
Dookie.
Families.
Ruffy.
Older Couples.
Violet Town.
Tallarook.
Yarck.
Events – support a regional indigenous event or festival that draws on the indigenous and settlement history of the region.
Shepparton.
Socially Aware.
International.
Art – promote local indigenous art galleries and retail that highlight the indigenous strengths of the region.
Socially Aware.
International.
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
Shepparton.
Shepparton
Tourism Experience / Theme
Key Product Development Opportunities
Key Product Location(s)
9. Golf
a)
b)
10. Spa and Wellness
a)
Develop the product – support the redevelopment of existing golf courses in the region to provide improved facilities, including accommodation, food and dining and events space. Potential to draw market share from other regions such as the Murray; capitalising on proximity to Melbourne.
Matching Key Target Markets
Regional.
Regional.
Older couples.
Business.
Sports.
Socially Aware.
Older couples.
Business.
Events – seek to attract major golf events to the region in order to raise the profile and awareness of the offer.
Spa and wellness destinations – develop spa and wellness offer, as an emerging product strength in the region, by developing spa and wellness product in suitable locations.
Marysville.
Families.
Kinglake Ranges.
Socially Aware.
TABLE 60 SUMMARY OF OPPORTUNITIES: SUPPORTING REGIONAL PRODUCT & INFRASTRUCTURE Tourism Product Themes
Key Product Development Opportunities
Primary Product Location(s)
Supporting Product and Major Infrastructure 1. Accommodation
2. Public Transport Infrastructure
a)
Improved quality – seek to attract new quality accommodation operators (4 star plus) to the GRV region matched to market need.
Regional.
b)
Diversity – improve the accommodation stock, to include a more diverse range of accommodation including nature-based/eco accommodation, large format branded accommodation, farm stay accommodation, Bed & Breakfast, self-contained accommodation and niche accommodation (wineries, equine, history & heritage).
Regional.
c)
Accommodation to support key experiences – target accommodation and new and existing product experiences, such as nature based attractions/experiences, festivals and events, conferencing venues, equine stables and spa and wellness destinations.
Regional.
a)
Rail service provision – lobby for improvements to the capacity, frequency and reliability of rail services in the region.
Euroa.
Shepparton/Nagambie.
Enhancing connectivity – improve public transport connections between key service centres and surrounding townships (to support any rail infrastructure improvements), by seeking to support an increase in the frequency and reach of local bus services.
Seymour and surrounds.
Shepparton and surrounds.
Major highway improvements – supporting key bypass proposals to improve township quality and accessibility across the region.
Kilmore.
Nagambie.
Shepparton.
Strathbogie
Euroa.
b)
3. Major Road Infrastructure
a)
b)
Sealing roads over Strathbogie – improving road infrastructure, including the sealing of key roads, to support touring routes and cycling over the Ranges.
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Tourism Product Themes
Key Product Development Opportunities
Primary Product Location(s)
4. Air Services
a)
Airport development – support the development and expansion of the regions airports to provide continued services in pilot training and the transport of regional produce.
Mangalore.
Shepparton Aerodrome.
a)
Improve signage and interpretation in key townships –undertake an audit and review of signage across the region in order to improve signage, interpretation and wayfinding within and around towns, on highways and on township gateways to enhance the visitor experience.
Regional.
b)
Support new VICs where gaps are identified – to improve the visitor experience and increase length of stay.
Shepparton (relocation – VIC/interpretive centre).
Euroa – accredited VIC (Seven Creeks Park).
Y Water Centre, Yea (open 2014).
Shepparton.
Nagambie.
Kilmore.
Euroa.
Eildon.
Seymour.
Yea.
Alexandra.
Marysville.
Avenel.
Broadford.
Yea.
Seymour.
6. Signage, Interpretation and Visitor Information
7. Amenity
a)
b)
8. Nature-based Infrastructure
Township amenity improvements - Improve amenity in townships across the region, including public toilet infrastructure to encourage passing visitors to stop and increase their length of stay.
Regional.
c)
Water access and infrastructure – improve infrastructure to support water based activities and unlock waterfront development opportunities.
Goulburn River (Seymour, Nagambie)
Nagambie Waterways.
Lake Eildon.
Key attractions (i.e. Masons Falls, Snobs Creek).
National Parks infrastructure.
The Goulburn River.
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Gateway improvement - Improve gateways into key townships.
c)
d)
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Streetscape enhancements – support the improvement of streetscapes and public realm in key townships.
Access to natural attractions - provide infrastructure improvements to support visitation to key natural attractions.
1 3 .2 . SUB -REG IONA L P ROD UCT OPPO RTUNITIES Figure 39 and Table 61 provide an overview of the detailed product and infrastructure opportunities that have been identified for each of the 8 sub-regional clusters. They provide a suite of opportunities that have been identified as a part of consultation, strategy analysis and primary research, including:
Experience development opportunities, capitalising on the strengths of the destination, or looking to develop new product or experiences; and
Supporting product and infrastructure opportunities, including accommodation and other infrastructure required to support the identified product strengths and opportunities.
These opportunities will be rationalised, prioritised and analysed in further detail as part of the Destination Management Plan.
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3
TABLE 61 DETAILED SUB-REGIONAL PRODUCT AND INFRASTRUCTURE OPPORTUNITIES Sub Regional Cluster / Destination
Destination Strengths
Product Experience & Infrastructure Opportunities
Outcomes
1. Kilmore / Broadford a) Kilmore and Surrounds
History and Heritage – Kilmore Streetscape.
Equine – the Kilmore Racing Complex.
Location and proximity to Melbourne.
Experience Development i.
Investigate the feasibility of attracting new events to Kilmore, building on existing events such as the Kilmore Celtic Festival – key opportunities include equine or heritage themed events.
ii.
Improve accessibility to Kilmore Creek and investigate opportunities and sites with development potential that front the Kilmore Creek for new tourism product – prepare a masterplan for the precinct that identifies key development sites and supports streetscape improvements.
iii.
Seek to attract a local produce, cellar door or artisans store to Sydney Street.
iv.
Support the planned development and improvement of Kilmore Racecourse.
v.
Investigate the feasibility of a heritage walk in Kilmore, supported by signage and interpretation.
Developing the equine strengths of the region and improving racecourse facilities.
Attracting new events that can generate new visitation and raise the profile of the township.
Creating new development opportunities and the potential for a new waterfront precinct in Kilmore.
Building on the local produce and adding to the boutique offer in Kilmore.
Supporting Product and Infrastructure Development
b) Broadford and Surrounds
Motorsports –Broadford’s State Motorcycle Sports Complex.
Natural attractions, such as Mount Piper.
i.
Diversify the Kilmore accommodation offer by providing self-contained and/or B&B accommodation options.
Providing the product and accommodation to meet market expectations and encourage overnight stays.
ii.
Support the preferred Kilmore bypass project to be in place by 2017.
iii.
Seek to fund restoration works to the Kilmore heritage streetscape (Sydney Street).
Raising the profile and awareness of Kilmore as a historic township.
Safeguarding historic assets.
iv.
Investigate opportunities to provide access infrastructure to Kilmore Creek (to unlock development opportunities).
Improving perceptions of the town and encouraging passing visitors to increase their length of stay.
Experience Development i.
Support the expansion and redevelopment of Broadford’s State Motorcycle Sports Complex.
Enabling Broadford’s State Motorcycle Sports Complex to host national competitions.
ii.
Investigate/consider positioning Broadford as a motorcycle themed township, including interpretation, public art and monuments.
Increasing events potential.
Raising awareness of Broadford as a township and providing a stronger marketing and branding identity.
Providing the product to meet target market.
Providing accommodation to capture event market share and increase length of stay and yield.
iii.
Improve the Broadford food and dining product to better leverage from motorcycle events/visitation - seeking to provide bistro-type food and dining and extending opening hours during key events.
Supporting Product and Infrastructure Development i.
Provide medium scale motel and/or self-contained accommodation in Broadford to cater for motorcycle event visitation – either in the township, the State Motorcycle Sports Complex, or both.
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Sub Regional Cluster / Destination
Destination Strengths
Product Experience & Infrastructure Opportunities
Outcomes
2. Seymour and Surrounds a) Seymour
History and heritage streetscapes.
Excellent rail access to Metropolitan Melbourne.
Military history and heritage (including the Vietnam Veterans Commemorative Walk, The Australian Light Horse Memorial Park and Puckapunyal Army Base).
The Goulburn River.
Wineries in Seymour surrounds.
Touring stopover location.
Experience Development i.
Prepare a ‘Seymour Riverside Precinct Masterplan’ – to unlock riverside development opportunities (such as accommodation and dining) and create a new visitor destination on the Goulburn River. Assist with commercial business leases, tenures and business opportunities (linked to installation of the flood levee).
ii.
Promote Seymour as a military themed town, drawing on the strengths of the Vietnam Veterans Commemorative Walk, The Australian Light Horse Memorial Park and Puckapunyal.
iii.
Provide a military themed café in proximity to the Vietnam Veterans Commemorative Walk to service users and increase length of stay.
iv.
Support Stage 3 of the Vietnam Veterans Commemorative Walk.
v.
Define and promote a new touring route within the GRV region that has Seymour as a commencement point and links with Euroa and Tatura.
Creating a new visitor destination and experience in Seymour.
Attract public and private sector investment to the riverside precinct.
Capitalising on the rich military presence and history in the region.
Supporting key historic assets with tourism product that will enhance the experience.
Supporting Product and Infrastructure Development
b) Tallarook
Farmers market.
Events, including the Boogie Festival.
Destination strength as the start of the Great Victorian Rail Trail.
Natural assets, including the Tallarook rocky outcrops and Tallarook State Forest.
i.
Investigate sites for a high quality self contained accommodation complex (such as a medium sized Quest)
Providing the tourism product to cater for the business market.
ii.
Provide conference facilities to support business visitation.
iii.
Support and secure the funding/acquisitions necessary to install the Seymour Flood Levee on the Goulburn River.
Unlocking the Goulburn River and major development opportunities.
Providing a more coherent and navigable township.
iv.
Support the development 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).
v.
Investigate the feasibility of extending the Great Victorian Rail Trail from Tallarook.
Increased visitation and profile as a major niche visitor and events destination in Mitchell Shire.
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.
Providing the accommodation to service high yielding target markets and rail trail visitors.
Experience Development i.
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.
ii.
Seek to attract a local produce store/boutique café in the Tallarook Township.
Supporting Product and Infrastructure Development i.
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Provide new B&B and/or self-contained accommodation to service high yield visitors and rail trail users.
Sub Regional Cluster / Destination
Destination Strengths
Product Experience & Infrastructure Opportunities
Outcomes
3. Kinglake Ranges a) Kinglake and Surrounds
Kinglake National Park.
State forests and other nature based assets.
Experience Development i.
Investigate sites for a high yield/high end spa and wellness resort in the Kinglake Ranges.
Strengthening the regions farm gate and local produce offer.
Kinglake Market.
ii.
Local produce and farm gate attractions.
Support farm gate and local produce businesses, both on farms and in townships across the Kinglake Ranges.
Strengthening the area as a mountain biking hub within the GRV region.
iii.
Mountain biking (i.e. the Bowden Spur downhill trail built in 2012).
Continued development of the Bowden Spur Mountain Bike Infrastructure, such as the development of cross country trails, and promotion of the area as a premier mountain biking destination.
A high end spa and wellness offer in the Kinglake Ranges could complement more affordable spa and wellness opportunities in Marysville.
iv.
Support the development of the Kinglake Equestrian Centre.
Delivery of a regional equestrian and events centre in Kinglake.
Supporting Product and Infrastructure Development
b) Toolangi
Toolangi State Forest.
Nature based activities.
i.
Increase the accommodation offer, by providing farm stay, B&B and selfcontained accommodation.
Meeting gaps in the accommodation offer and seeking to encourage overnight stays in the region.
ii.
Identify areas where improved infrastructure is required at key natural attractions (including National Parks and Waterfalls).
Increasing supply to satisfy critical need.
Providing a catalyst to drive nature based tourism to the region, which appeals to a wide range of visitor markets.
Experience Development i.
Investigate zip line proposals in the Toolangi State Forest.
ii.
Investigate opportunities for the Toolangi Forest Discovery Centre – such as use as a tour hub (i.e. for a zip line enterprise), visitor information centre, hub for surrounding bushwalks or centre for new events.
4. Yea and Surrounds a) Yea
Strong passing snowfields visitation.
High quality accommodation and dining – The Peppercorn.
History and heritage.
Yea Wetlands.
The opening of the Y Water Centre @ Yea Wetlands.
Access to the Great Victorian Rail Trail and Goulburn River.
Watersports (summer).
Experience Development i.
Investigate an annual music event to Yea and improve existing events capacity.
Providing access to an underutilised asset and delivering new nature based tourism experiences.
ii.
Encourage a boutique food and dining operation to capture touring visitors.
Increased length of stay of passing visitors.
Capitalising on Yea’s strategic location, both on touring routes and on the Great Victorian Rail Trail.
Understanding the potential of a major new facility in the region, the Y Water Centre.
Capture of travelling worker market visitation.
iii.
Market Yea as a key destination on the Great Victorian Rail Trail, in proximity to iconic attractions such as the Cheviot Tunnel and as a destination for the start and end of rail trail routes.
iv.
Investigate the interpretation and signage required to promote Yea as the key location to leave the rail trail and ‘discover’ surrounding townships.
v.
Investigate the potential of the new Y Water Centre as a hub for information, tours of the region or events.
Supporting Product and Infrastructure Development
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Sub Regional Cluster / Destination
Destination Strengths
Product Experience & Infrastructure Opportunities
Outcomes
i.
Provide group accommodation to service the farm worker market, low cost family market and nature based groups.
Improving visitor perceptions and the aesthetic quality for visitors.
ii.
Investigate accommodation opportunities to support the Great Victorian Rail Trail.
Increased length of stay of touring and RV markets.
iii.
Improve the public realm and streetscape on key entrance points into the town.
iv.
Support RV Friendly facilities in Yea including the provision of an RV dump point and RV parking.
The development of a niche in spa and wellness offer for the Marysville area – building on natural assets and attracting key family markets.
Developing Lake Mountain and Marysville as a premier regional mountain biking destination.
Continued improvement of the retail and night time offer as part of the bushfire recovery.
Providing the product to support overnight stays in Marysville.
5. Alexandra, Marysville, Eildon a) Marysville and Surrounds
Alpine activities - access to the Snowfields / Lake Mountain.
Natural assets – i.e. Steavenson Falls, the Marysville Trails and associated natural assets.
Cathedral Range State Park.
Nature based activities – tracks, trails, cycling, mountain biking.
Events – i.e. the Marysville Marathon.
Success in rebuilding following 2009 bushfires.
The upcoming Vibe Conference Centre – conferencing and events.
Experience Development i.
Investigate spa and wellness opportunities and promote Marysville as an affordable, family-oriented wellbeing destination.
ii.
Investigate outdoor spa opportunities (i.e. Peninsula Hot Springs, Hamner Springs) within a wildlife setting – focused on family markets.
iii.
Investigate sites / opportunities for a brewery/micro-brewery in Marysville.
iv.
Support the continued development and expansion of mountain biking infrastructure between Marysville, Buxton and Lake Mountain.
v.
Investigate opportunities for eco-lodge accommodation at Lake Mountain to support green season activities such as cycling, mountain biking and bushwalking.
vi.
Support the continued expansion of the retail core in Marysville, including boutique arts & crafts and food & beverage.
vii.
Develop the night time economy, including a family focused pub and a high quality dining establishment.
viii.
Promote Marysville as a hub for adventure sports events, building on existing events such as the Marysville Marathon, the Marysville/Lake Mountain Challenge and the Warrior Challenge.
ix.
Support the development of the Rubicon Historic Reserve Railway.
Supporting Product and Infrastructure Development
b) Alexandra and Surrounds
History and heritage.
Events hosting – such as the annual Truck, Ute and Rod Show, Alexandra Racing Club and Speedway.
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i.
Seek to attract new self-contained and family friendly accommodation to service key visitor markets.
Restoration of the accommodation stocks following bushfires.
ii.
Continued investment and improvement of tracks, trails and experience infrastructure.
Servicing of key markets.
Build on the success of the rail trail across the Shire.
Increased visitation driven by major events.
Experience Development i. ii.
Support the extension of the Great Victorian Rail Trail from Alexandra to Eildon. Support Alexandra and surrounding townships as a key destination on the Great Victorian Rail Trail.
Sub Regional Cluster / Destination
c) Eildon
Destination Strengths
Proximity to Goulburn River.
Lake Eildon and surrounds.
Water-based activities boating, fishing, swimming, water-sports.
Adventure / Sports – fishing, hunting, bush-walking.
Houseboat ownership.
Product Experience & Infrastructure Opportunities iii.
Outcomes
Build on existing events and investigate the feasibility of Alexandra becoming a hub for major events in Murrindindi Shire, supported by ‘Alexandra Events’.
Experience Development i.
Support the extension of the Great Victorian Rail Trail from Alexandra to Eildon.
Capitalising on the benefits of the Great Victorian Rail Trail.
ii.
Investigate large scale accommodation and conferencing investment opportunities on the site of the former Mt Pinniger Resort proposal. Support the production of and investment prospectus to market the site to potential investors.
Providing education opportunities to drive repeat/future visitation.
Developing Lake Eildon as a premier destination for watersports and water based activities.
Providing the tourism product that capitalises on Eildon’s access to the lake.
Providing a product that can attract high yielding visitation.
Improving access to Lake Eildon and providing the facilities/infrastructure to support water-based activities.
Improving the streetscape and public realm to create a more visitor friendly experience.
Improving amenity in Eildon and understanding key development opportunities.
Providing the tourism product to support the development of Yarck as a boutique destination.
Capitalising on the increasing popularity as a key destination on the Great Victoria Rail Trail
Providing the tourism product to support the development of Yarck as a boutique destination.
iii.
Encourage commercial enterprise and tour operators to provide waterbased activities (watersports, boating, and fishing).
iv.
Investigate the potential to provide waterfront development opportunities in Eildon and assist with commercial business leases, tenure and business opportunities – including accommodation and waterfront dining.
v.
Investigating tourism operator opportunities resulting from changes to the Eildon Houseboats Association (i.e. a leasing operation similar to Daylesford Getaways).
Supporting Product and Infrastructure Development i.
ii.
d) Yarck
The Great Victorian Rail Trail.
Boutique tourism product.
Support a comprehensive Structure Plan or Masterplan for Eildon to understand opportunities for township reconfiguration, streetscape improvements, waterfront opportunities, commercial development and accessibility/infrastructure. Provide improved lake access and infrastructure, including boat ramps and swimming access.
Experience Development i.
Seek to attract local produce, cellar door or artisan store to Yarck to support Yarck as a ‘boutique village’ and to support the rail trail and to replace the gap left by the recently ceased, Tea Rooms of Yarck.
Supporting Product and Infrastructure Development i.
Develop multi use and/or group accommodation to support the popularity of the Great Victorian Rail Trail.
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Sub Regional Cluster / Destination
Destination Strengths
Product Experience & Infrastructure Opportunities
Outcomes
6. Nagambie and Surrounds a) Nagambie
Water based recreation and activities around the Nagambie Waterways. History and Heritage Streetscapes.
Experience Development i.
Support commercial tour/boating enterprise opportunities on the Nagambie Waterways – such as water taxis, tourism vessels, passive recreation craft hire and other commercial boating opportunities.
ii.
Identify waterfront development sites and assist with commercial business leases, tenure and business opportunities on the Nagambie waterways.
Equine operations and thoroughbred studs.
Growing township with new and planned tourism product.
iii.
Capitalise on Equine Strengths by investigating the feasibility of stud tours.
Major Wineries (such as Mitchelton and Tahbilk) and links to the Heathcote wine region.
iv.
Investigate the feasibility of an equine themed event (possibly in conjunction with Euroa).
v.
Investigate the feasibility of an equine themed museum or centre to showcase the racing strengths of the region and the wealth of top class thoroughbreds that have been bred or at stud in the region.
vi.
Investigate opportunities for ‘food, wine and equine’ tours to cater for high yield markets.
Providing opportunities to develop new tourism product along the Nagambie Waterways.
Improving tour operations to increase yield and develop Nagambie as premier water based destination.
Capitalise on the equine strengths of the region which are currently underutilised – attracting high yield visitation, including international markets.
Capitalising on the significant food and wine strengths of the region.
Improved access to the Nagambie waterways.
Continued development as a key water-based tourism destination.
Improved perceptions and attractiveness of Nagambie Main Street.
Exposure to international markets.
Provision of new nature based accommodation in the region.
Provide high-quality, premier accommodation in the region.
Supporting Product and Infrastructure Development i.
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Provide the improved water-based infrastructure, including water access, boating ramps, fishing and swimming facilities.
ii.
Investigate the feasibility of a Lakeside Boardwalk, adjacent to High Street, which connects to Buckley Park and includes boating facilities.
iii.
Support the funding and redevelopment of the Nagambie streetscape (Main Street).
iv.
Improve connectivity between High Street and Regatta Centre in Nagambie.
v.
Provide a 4 star accommodation establishment to improve the accommodation offer and support the development of one of the subregions premier destinations.
vi.
Investigate eco-tourism accommodation opportunities on the Nagambie Waterways.
vii.
Provide high quality boutique B&B and/or self contained accommodation in Nagambie to support growth.
viii.
Develop Mangalore Airport as a centre of excellence for pilot training throughout South East Asia.
Sub Regional Cluster / Destination
Destination Strengths
Product Experience & Infrastructure Opportunities
Outcomes
7. Euroa and the Strathbogie Ranges a) Euroa and surrounds
History and heritage buildings
Proposed Honouring Our Heroes statues.
Local Produce.
Equine.
Cycling/Biking trails.
Events.
Experience Development i.
Investigate the potential for a Seven Creeks Park Precinct, including an accredited VIC, park side café and walking tracks and activity linkages.
Addressing the lack of night time economy options currently on offer.
Accommodation base.
ii.
Seek to attract increased quality of night time dining options to Euroa.
Natural setting.
iii.
Investigate possibilities to provide a major annual equine event in Euroa, to coincide with ‘Horses’ Birthday’ (August) or the commencement of the Spring Carnival (October).
Better promoting the area as a centre of the equine / thoroughbred racing industry.
Capitalising on Euroa’s underutilised built heritage assets.
Provide product within a natural setting.
Enhance stopover facilities and increases length of stay.
iv.
Undertake an audit of heritage buildings in Euroa and investigate the potential to acquire funding to restore vacant or underused assets.
Supporting Product and Infrastructure Development
b) The Strathbogie Ranges
Natural attractions.
Emerging arts and culture scene.
Local produce – such as olive production.
Cycling.
i.
Provide the infrastructure (dump point and car parking) to promote Euroa as an ‘RV Friendly’ town.
Greater ability to capture the RV market and increase length of stay.
ii.
Provide self-contained accommodation to diversify the accommodation stock and cater for major events.
Improving the accommodation product for potential target markets.
iii.
Reinvest in motel accommodation in Euroa.
Develop the emerging arts and culture scene.
Provide farm gate experiences that cater for regional target markets.
Improve the vitality and amenity in Strathbogie Township.
Experience Development i.
Support existing arts and cultural events such as the Altitude Arts Festival and investigate the potential for new event(s) – promoting Strathbogie as one of the GRVs emerging ‘arts villages’.
ii.
Encourage local olive producers and other local producers to provide tourism and farm gate opportunities.
iii.
Promote the reuse and reinvestment in the main street of Strathbogie for commercial tourist uses.
Supporting Product and Infrastructure Development
c) Avenel
Ned Kelly heritage
Boutique Township.
Surrounding natural assets.
i.
Look to provide / support farm stay accommodation, linked to farm gate experiences.
Improving the accommodation product for potential target markets.
ii.
Improve cycling infrastructure over the Strathbogie Ranges (by sealing key roads) to encourage increased cycling visitation and major events.
Improved cycling infrastructure across the Ranges.
Increased daytrip visitation and increased length of stay in the township.
Improved perceptions and attractiveness of the township.
Experience Development i.
Continue to develop the town as a stopover point that provides quality food/produce.
Supporting Product and Infrastructure Development i.
Investigate funding options to improve/enhance the Avenel streetscape and public realm.
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Sub Regional Cluster / Destination
Destination Strengths
Product Experience & Infrastructure Opportunities ii.
Support a new motel in Avenel.
Outcomes
Improve the diversity and supply of the accommodation offer.
Unlocking the potential of the Goulburn River as a key asset.
Providing a premier regional arts and culture offer, with the potential to draw national and national visitation.
Strengthening the diversity of the events market and utilising the supporting product in Shepparton.
Developing the product to cater for major regional events.
Building on the indigenous strengths of Shepparton and providing opportunities to develop indigenous product in the region.
8. Shepparton and Surrounds a) Shepparton
Business and conferencing.
Major events – including sports/sporting assets.
History and heritage.
Family based activities and product (i.e. Kidstown).
The Shepparton Art Museum (SAM).
Indigenous product.
Education and medical training strengths.
Retail and shopping.
Agri-business.
Experience Development i.
Provide increased commercial water based opportunities linked to the Goulburn River and Victoria Park Lake, including boating, fishing, watersports and wildlife/bird watching.
ii.
Investigate opportunities to provide a new VIC and interpretive centre at Victoria Park Lake (as part of a comprehensive masterplan).
iii.
Support the development of a stand alone Shepparton Art Museum, including an indigenous art gallery.
iv.
Support the development of the Shepparton Sports Precinct.
v.
Continue to market Shepparton to the sporting events market and seek to attract major events or visiting teams for major events (such as the 2015 Cricket World Cup)
vi.
Investigate new events in Shepparton, including as a multicultural event, an indigenous event, food and produce event and medical training/conference event.
vii.
Investigate the feasibility of a regular indigenous market in Shepparton.
viii.
Investigate opportunities to provide an indigenous bush food garden along the Goulburn River Parkland (contemporary design i.e. Cranbourne Botanic Parklands).
ix.
Support the Botanic Gardens redevelopment proposals.
x.
Support the redevelopment of Shepparton Showgrounds.
xi.
Support the development/redevelopment of the Goulburn Valley Equine Precinct.
xii.
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.
Supporting Product and Infrastructure Development
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i.
Improve the quality and diversity of the accommodation offer by providing a high quality branded accommodation and quality self-contained accommodation to cater for the business and events markets.
Providing accommodation of a quality that will continue to grow Shepparton as a premier regional business destination.
ii.
Provide a backpacker establishment to cater for the travelling/itinerant worker market in the region.
Unlock riverfront and water-based opportunities and utilise a major underutilised asset.
Improve CBD perceptions and quality.
iii.
Seek to provide boutique B&B accommodation in Dookie and Murchison.
iv.
Investigate eco-tourism accommodation opportunities along the Goulburn River.
v.
Investigate access and infrastructure opportunities on the Goulburn River, to unlock development and experience opportunities.
Sub Regional Cluster / Destination
b) Tatura
Destination Strengths
Military History
Tatura Park – equine strengths.
Sport and events.
Product Experience & Infrastructure Opportunities
Outcomes
vi.
Support the Shepparton CBD revitalisation project to improve amenity and the shopping core.
vii.
Support the redevelopment, expansion and/or relocation of Shepparton Aerodrome. Investigate training opportunities in conjunction with Mangalore.
viii.
Support the Shepparton bypass project.
Experience Development i.
Investigate product development options at the Tatura War camps, including interpretation and the restoration of structure/features. Investigate the purchase of land at Waranga Basin for a War Camp Memorial and Park.
ii.
Redevelop the Tatura War Museum.
iii.
Provide organised commercial tours to the Tatura War Camps, from the War Museum.
iv.
Support the development and improvement of Tatura Park as a major events facility.
Providing a military history attraction that has international appeal and capitalises on the existing assets in the Tatura War Museum.
Continued development of Tatura Park as a major regional events venue.
Providing accommodation to support events in the region.
Supporting Product and Infrastructure Development i. b) Murchison
Boutique destination.
Proximity to Nagambie and links to the Heathcote Wine Region.
History and Heritage, including Days Mill
River and natural setting.
Provide high quality motel accommodation to cater for the events / overspill market.
Experience Development i.
Investigate opportunities to support the redevelopment of Days Mill for tourism purposes such as a working farm or farm gate business.
Capitalising on the major potential of Days Mill as a significant heritage asset.
ii.
Attract a local produce, cellar door or artisans store to Murchison.
iii.
Support the delivery of the Murchison to Rushworth Rail Trail.
Developing Murchison as a boutique holiday destination.
Linking with surrounding tourism regions.
Providing accommodation to Murchison’s development as a boutique destination.
Supporting Product and Infrastructure Development ii.
Provide a small scale motel and boutique B&B establishment in Murchison.
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14.
N EXT S TEPS : D EVELOPING THE DMP
The Discussion Paper has provided the framework for the development of a Destination Management Plan for the region. The DMP will take forward the findings of the discussion paper and seek to identify and prioritise the key products, projects and experiences that will develop GRV as a tourism region. The following diagram provides a sample of the types of themes and projects that will frame the next stage of the project and the development of the DMP, drawn from the product and opportunities discussion. They seek to capitalise on the key strengths of the region, whilst seeking to encourage realistic and achievable new products and projects.
1. Improving the accommodation offer
2. Enhancing the food and dining product • Providing quality
• Increasing supply
• Linking to local produce
• Providing diversity • Improving quality • Matching market preferences
6. Realising strategic dev elopment opportunities
• Unlocking waterfront opportunities
• Supporting boutique destinations • Meeting visitors expectations
• Events that match to regional strengths • Events that match to target markets
8. Capitalising on the GV Rail Trail
• Rail capacity and frequency
• Providing product to meet the growing market • Food and dining options
• SAM • Capitalising on underutilised sites (i.e. Days Mill)
• Road improvements (bypass, sealing) • Air opportunities
GOULBURN RIVER VALLEY DMP BACKGROUND PAPER
• Gaps in the event calendar
7. Fully utilising transport networks
• Investigation tourist rail opportunities
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3. Focusing on major events
• Accommodation along the trail in key townships
4. Providing access to water
5. Engaging the Equine Sector
• Infrastructure
• Tours offers
• Development opportunities • Providing experiences
• Events • Touring routes • Combining the offer (i.e. food and wine)
• Commercial operators
• Showcasing the offer
9. Defining new touring routes
10. Investigate new catalyst products
• Food and wine
• Spa and wellness retreats (Maysville and Kinglake Ranges) • Zip line
• Local produce • Equine • NBT • Rail and river •Military
A PPENDICES
GOULBURN RIVER VALLEY TOURISM
APRIL 2014
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Appendix A : URBAN ENTERPRISE INPUT-OUTPUT MODEL
Initial Output Effects – the estimated initial expenditure on the general regional economy.
Production Induced Effects – this is the estimated impact of the Initial Output Effects on the general economy. The Production Induced Effects are made up of two
INTRODUCTION
components:
The following section provides the description of use and methodology of the economic
impact assessment through a regional input-output table. Urban Enterprise has constructed
WHAT IS AN INPUT-OUTPUT TABLE?
An Input-Output (I-O) table fulfils two key functions; it is a descriptive framework for showing the relationship between industries and sectors and between inputs and outputs in an economy. It is also an analytical tool for measuring the impact of autonomous disturbances on an economy’s output, employment and income. Utilising the Leontief Inverse and
The First Round Effects – is the amount of output required from all industries of the economy to product the Initial Output Effect; and
regional specific input-output multipliers for the areas within the GRV Region.
Industrial Support Effects – the effects of the second and subsequent rounds of induced production;
Consumption Induced Effects – the induced production of extra goods and services as a result of private final consumption expenditure of households affected by the initial output affects.
several other augmentation methods, the economic impact of expenditure in the region can be depicted through the I-O model. INPUT-OUTPUT MODEL METHODOLOGY
As regional input-output models are not readily available, top-down techniques drawing and modifying direct import coefficients from the most recent 2006-2007 Australian National IO tables are necessary to study the economic affects within small regional areas. The report will further utilise input-output model technique from Flegg and Webber (2000), the Augmented Flegg Location Quotient (AFLQ) adjustment technique to construct a Regional Input-Output Table7. The AFLQ adjustment technique will allow for accounting the regional industry mix of the region, the relative size of the region’s economy and cross industry relationships. The report will utilise the ABS 2007 Input-Output Industry Groups (IOIG) consisting of 111 industry sectors for the economic impact analysis. The Total Economic Impact is constructed through three categories:
7
Flegg. A.T., Webber, C.D., and Elliot, M.V., 1995, On The Appropriate Use of Location-Quotients In Generating
Regional Input-Output Tables, Regional Studies, Vol. 29, No. 6,
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GOULBURN RIVER VALLEY DMP BACKGROUND PAPER