GOLD003 PITCH-final

T H E C E N T R A L V I C TO R I A N

WO R L D H E R I TAG E B I D

The transformative power of UNESCO World Heritage listing “The Central Victorian Goldfields stands out as exceptional among global gold rushes….

Quite simply, it is unparalleled.”

– Barry Gamble International World Heritage expert, UK

Murnong Kimbarne Yanabil (Welcome, visitors, to our Yam Daisy Goldfields) Original artwork by Deanne Gilson

We are proud to acknowledge and pay our respects to the many Traditional Owners of Country which includes the Central Victorian Goldfields today; Barengi Gadjin (the Wotjobaluk, Jaadwa, Jadawadjali, Wergaia and Jupagulk Peoples), Dja Dja Wurrung, Eastern Maar, Taungurung, Wadawurrung, Wurundjeri Woi Wurrung and Yorta Yorta Peoples.

The Aboriginal Wadawurrung people of Ballarat once harvested the plentiful murnong daisy tubers as their main food source, it was commonly referred to as Ballarat’s gold. Ballarat was and still is a place of plentiful foods and opportunities, as well as being a Kulin gathering place of Aboriginal clans across South Eastern Victoria for Tanderrum, trading, meeting and corroborees, often held at Black Swamp, now Lake Wendouree. Ballarat meaning, a resting place. The design depicts the golden murnong daisy that is connected to Aboriginal ontology of being connected to Country, the sky knowledge of the stars, depicted here is the Southern Cross and the underground knowledge of what we call upside down Country.

Aboriginal spirituality and dreaming stories evolve through time and space, all is connected and respected as equal and all is one. A man, woman and child are sitting around the murnong design, camping, sharing food, yarning and connecting.

Once the goldrush hit Ballarat in the early 1800s my ancestors shared in the new gold of the time, the rock itself brought Ballarat to what it is now, a thriving multi-cultural city of opportunity and hope, as all that sit under the night sky of the Southern Cross are filled with hopes and dreams, all are equal and all are connected to this Country we all live on now. Ballarat is the real gold here and we are all responsible for the land and keeping each other safe. I spell Country with a capital C because of its real importance to us all.

– Deanne Gilson Wadawurrung artist

World Heritage listing of the Central Victorian Goldfields will shine the light on the extraordinary story of this unique landscape and place the region and Victoria on the world stage.

World Heritage listing is one of the strongest tourism brands a region can have.

This powerful bid is built on a unique heritage. For a period of about 50 years in the mid-19th Century the world went mad for gold, with the most long-lasting and transformative goldrush taking place in an ancient Aboriginal cultural landscape that is now known as the Central Victorian Goldfields.

Victoria’s leaders have known since the 1980s that this bid has merit. It’s now time to have this heritage recognised globally.

We now have the data needed to understand where investment in tourism can have the biggest impact on a community’s quality of life, and we have built a robust business case and a clear roadmap.

This is an incredible opportunity for regional Victorian communities to lead the way, working together in a highly motivated collaborative endeavour to stand tall on the world stage.

– The Hon John Brumby AO Co-Patron World Heritage Bid, Premier of Victoria 2007-2010

World Heritage listing is a proven, powerful catalyst.

It mobilises all levels of government, local leadership, businesses, and communities. It opens unique, high-impact opportunities to spur development that will directly benefit local communities and the entire state.

We need look no further than the example of Budj Bim to see the transformative value of World Heritage listing for local communities.

Not only would World Heritage listing be the region’s calling card to the rest of the world, the bid process alone will bring significant benefits and opportunities to Victorian communities, including the most disadvantaged.

It will make our region nationally competitive during the COVID-19 recovery period, bring investment and jobs, and build stronger, diverse and more sustainable economies and communities.

– The Hon Denis Napthine AO Co-Patron World Heritage Bid, Premier of Victoria 2013-2014

This package contains everything needed to provide the catalyst for regional regeneration that will benefit the whole of Victoria.

Bringing to life a journey of more than 35 years...

World Heritage listing will elevate and conserve our unique heritage assets. It will also be a pathway to sustainable regional and statewide transformation.

“World Heritage listing is the region’s opportunity to step onto the world stage and become a world-class destination competing for global business.”

– Penny Spoelder TRC Tourism

The global significance of the region, the approach being taken, and the strength of the partnership is recognised by national and international experts…

“The Central Victorian Goldfields is the most extensive, coherent and best-surviving landscape anywhere, that illustrates the global gold rush phenomenon of the second half of the 19th Century.”

– Barry Gamble International World Heritage expert, UK

We can look to examples from around the world to see the value to communities.

“Using a comparable model, the Cornish Mining World Heritage Site brought in £100 million in funding in 10 years as a direct result of World Heritage inscription in 2006.”

– Barry Gamble International World Heritage expert, UK

Investment is now needed to capitalise on this unique opportunity.

‘The World Heritage brand is globally recognised and powerful… this calls for a new level of investment that will create an enduring and powerful, socioeconomic legacy for the Central Victorian Goldfields community… but investment in the region falls short.‘ Source: TRC Tourism, 2021, Central Victorian Goldfields World Heritage Region Sustainable Tourism Investment Priorities.

World Heritage listing will benefit the region and the whole of Victoria.

It will unlock opportunities.

Make the Goldfields region a global brand Generate jobs and private investment Build a sustainable platform for local communities Tell the extraordinary stories of the region’s globally significant history and cultural heritage and the human stories of First Nations’ Peoples Realise the region’s tourism potential, based on a serial listing model Ensure that continued gold mining and prospecting is part of the region’s heritage

It will build stronger, more sustainable local economies.

Target coordinated infrastructure investment to maximise the benefits of tourism Facilitate private sector investment in tourism and hospitality Create sustainable jobs, particularly in areas with high unemployment and limited opportunities Generate an estimated $25 million per year flowing into local communities and an additional 1,250 permanent jobs (Tonkin et al, 2012)

It will elevate Aboriginal cultural heritage.

“The bid provides an opportunity to have the region’s First Peoples ‘put back into landscape in a respectful way’, to tell who they really are and who we all want to be going forward – choosing how we tell this story, together.”

– Rodney Carter Dja Dja Wurrung Group CEO, Member Victorian Aboriginal Heritage Council State representative First Nations Heritage Alliance

“I’d like to congratulate the [13] LGAs coming together, it’s almost unheard of and, as a Traditional Owner in Victoria, it’s something that we really strive to have.”

– Bonnie Chew Wadawurrung Member Victorian Aboriginal Heritage Council Director Mirriyu Cultural Consulting

The Central Victorian Goldfields would be Victoria’s third World Heritage listing.

There’s been bi-partisan commitment and support across governments. “[The bid]... is a fantastic initiative… it’s a very, very significant history right throughout the region.”

– The Hon Richard Wynne Minister for Planning (Vic), May 2016

“We would welcome an approach from the Victorian Government… and note that any nomination for World Heritage listing cannot proceed without the support and backing of the state government..”

– The Hon Greg Hunt Former Minister for the Environment (federal), June 2016

"I was pleased to read that the [bid] project has now entered the operational and implementation phase..."

– The Hon Jaclyn Symes Former Minister for Regional Development (Vic), September 2019

“I would like to thank you for the progress towards getting UNESCO World Heritage listing for the Goldfields region.”

– The Hon Martin Pakula Minister for Tourism, Sport and Major Events (Vic), June 2021

There’s been significant state and federal investment over the past 10 years.

However, competitive and highly localised past investment has demonstrated limited capacity to contribute to region-wide growth and jobs, long-term strategic goals and establishing the base for much needed high-impact private investment.

A

Comparison of government investment Investment directly or indirectly supporting tourism in the region’s 13 LGAs between 2010 and 2020.

B

A. $2,724M (94%)

B. $ 162M (6%)

Sport & recreation, trails, infrastructure, transport

Heritage, streetscapes & precincts, public art & culture

COVID now makes the need for action urgent.

Tourism is critical for COVID recovery in regional economies. It’s now time to bring all of this together with coordinated, strategic investment.

World Heritage site status

Socio-economic impact potential of UNESCO World Heritage site status When upfront investment is big, the return on investment is exponential.

When primarily a socio-economic driver When primarily about preservation of heritage with a high level socio-economic aspiration When primarily about preservation of heritage with a low level of socio-economic aspiration

When primarily about the preservation of heritage only

Socio-economic impact potential

High potential

Medium potential

Low potential

Minimal potential

(*the Wotjobaluk, Jaadwa, Jadawadjali, Wergaia and Jupagulk Peoples)

We have a strong collaborative and highly motivated region-wide partnerships model in place.

We have a strong core partnership of 13 regional councils.

The Cities of Ballarat and Greater Bendigo are working closely together to lead this work.

We’ve partnered with Registered Aboriginal Parties to lead the Aboriginal components of the work.

We’ve built strong partnerships with key stakeholders.

We’ve brought people and communities along on the journey.

We’ve involved the right people.

We’ve asked, listened to and heard our communities.

We’ve co-designed our new brand, messages and priority investments with key partners.

We’ve kept people and communities informed.

We’re building a strong body of evidence based on specialist expert work.

We’ve consulted with experts.

We’ve talked to those with experience managing World Heritage sites around the world.

We’ve tested the evidence. It tells us this is the right place and now is the right time.

We’re putting in place a strong governance model to ensure this is sustainable and ‘forever’.

Areas of impact experienced by other World Heritage sites Media/PR values

Cultural glue

Conservation of heritage as a unique selling point

Regeneration programs

New/improved identity and image Education

Strategic coordination of investment Better new services Business development

Civic pride/quality of life

Quality infrastructure

Culture and creativity

Everyone benefits.

2 1 3

Economic development

Training and skills

Health and wellbeing

Creative industries

Young people

Regional development

Small business and jobs

Tourism and events

Transport infrastructure

Heritage and environment

Aboriginal self-determination

Planning

What we need now A strong commitment from government to deliver World Heritage lis�ng for the region This will: Create heightened awareness and marketing of the region as a tourist destination Stimulate economic diversification and jobs

Prioritise the region and bring targeted high-impact investment Support local communities and the regional tourism industry which has been significantly impacted by COVID

Boost COVID recovery during the listing journey

LOCAL GOVERNMENT PARTNERS

CO-FUNDING PARTNERS

“There is absolutely a space for the Central Victorian Goldfields on the World Heritage list.”

– Barry Gamble International World Heritage expert, UK, September 2021

The opportunity is now.

The urgency is now.

We’re ready.

T H E C E N T R A L V I C TO R I A N

WO R L D H E R I TAG E B I D

PROGRAM COORDINATORS susanfayad@ballarat.vic.gov.au t.budge@bendigo.vic.gov.au

MEDIA ENQUIRIES media@ballarat.vic.gov.au a.verwoertnorth@bendigo.vic.gov.au

goldfieldsworldheritage.com.au

#AbsoluteGold #HappyCommuni�es #RegionalRecovery