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GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN GOULBURN RIVER VALLEY TOURISM | DECEMBER 2017


AUTHORS Mike Ruzzene Kurt Ainsaar Urban Enterprise Urban Planning, Land Economics, Tourism Planning & Industry Software 389 St Georges Rd, Fitzroy North, VIC 3068 (03) 9482 3888 www.urbanenterprise.com.au Š Copyright, Urban Enterprise Pty Ltd, 2017 This work is copyright. Apart from any uses permitted under Copyright Act 1963, no part may be reproduced without written permission of Urban Enterprise Pty Ltd.

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.


CONTENTS EXECUTIVE SUMMARY INTRODUCTION 1. PROJECT OVERVIEW

4 7 8

6.2. PROJECT 1: BROADFORD STATE MOTORCYCLE SPORTS COMPLEX

41

6.3. PROJECT 2: IMPLEMENTATION OF SEYMOUR FLOOD MITIGATION PROJECT

42

1.1. PROJECT SCOPE & OBJECTIVES

8

6.4. PROJECT 3: SEYMOUR RIVERSIDE PRECINCT

43

1.2. DESTINATION MANAGEMENT PLANNING

8

1.3. REPORTING

9

6.5. PROJECT 4: FOOD, BEVERAGE AND CREATIVE INDUSTRY PRECINCT IN SEYMOUR 44

1.4. SUCCESS OF THE PREVIOUS DMP

9

6.6. PROJECT 5: KINGLAKE RANGES CANOPY TOUR

45

6.7. PROJECT 6: YEA AND SURROUNDS WELLNESS RESORT

46

PART A. CONTEXT AND BACKGROUND RESEARCH 2. THE GRV REGION 2.1. SUB REGIONS AND REGIONAL PRODUCT

11 12 12

3. THE VISITOR ECONOMY

16

3.1. INTRODUCTION

6.8. PROJECT 7: GREAT VICTORIAN RAIL TRAIL EXPANSION AND PRODUCT DEVELOPMENT 47

16

6.9. PROJECT 8: LAKE EILDON WATERFRONT DEVELOPMENT OPPORTUNITIES

48

3.2. VALUE OF TOURISM IN GRV

16

6.10. PROJECT 9: EILDON PONDAGE DEVELOPMENT OPPORTUNITIES

49

3.3. VISITATION

17

6.11. PROJECT 10: MARYSVILLE SPA AND WELLNESS BATHHOUSE

50

3.4. TARGET MARKET SEGMENTS

24

6.12. PROJECT 11: MARYSVILLE CYCLING DESTINATION DEVELOPMENT 51

3.5. PRODUCT AND EXPERIENCE AUDIT

24

6.13. PROJECT 12: NAGAMBIE STREETSCAPE & CONNECTIVITY PROJECT 52

29 30

6.14. PROJECT 13: EUROA SEVEN CREEKS PRECINCT

PART B. DESTINATION MANAGEMENT PLAN FRAMEWORK 4. OVERVIEW

53

4.1. INTRODUCTION

30

6.15. PROJECT 14: MOUNT WOMBAT NATURE CONSERVATION RESERVE WALK, STRATHBOGIE 54

4.2. DMP UPDATE DEVELOPMENT AND STRUCTURE

30

6.16. PROJECT 15: RAIL CAPACITY & FREQUENCY

55

4.3. PROJECT ASSESSMENT METHODOLOGY

31

6.17. PROJECT 16: RIVERFRONT & EASTBANK LAKE DEVELOPMENT OPPORTUNITIES, SHEPPARTON

56

6.18. PROJECT 17: SHEPPARTON BRANDED ACCOMMODATION

57

6.19. PROJECT 18: RIVERCONNECT, SHEPPARTON

58

5. STRATEGIC DEVELOPMENT THEMES 6. PRIORITY PROJECTS 6.1. OVERVIEW

33 38 38


6.20. PROJECT 19: GREATER SHEPPARTON SPORTS AND EVENTS CENTRE 59 6.21. PROJECT 20: MUSEUM OF VEHICLE EVOLUTION [MOVE], SHEPPARTON 7. DESTINATION DEVELOPMENT OPPORTUNITIES

60 61

7.1. INTRODUCTION

61

7.2. KILMORE / BROADFORD

63

7.3. SEYMOUR AND SURROUNDS

67

7.4. KINGLAKE RANGES

71

7.5. YEA AND SURROUNDS

74

7.6. ALEXANDRA / EILDON

77

7.7. MARYSVILLE / LAKE MOUNTAIN

81

7.8. NAGAMBIE AND SURROUNDS

84

7.9. EUROA AND THE STRATHBOGIE RANGES

87

7.10. SHEPPARTON AND SURROUNDS

91

FIGURES FIGURE 1 DMP DEVELOPMENT STAGES FIGURE 2 SUB-REGIONAL PRODUCT STRENGTHS MAP FIGURE 3 GRV REGION TOTAL VISITATION 2013-2017 FIGURE 4 TOTAL VISITATION - PERCENTAGE GROWTH 2013-2017 FIGURE 5 DAYTRIP VISITATION PERCENTAGES (2013-2017 AVERAGE) FIGURE 6 DOMESTIC DAYTRIP VISITATION – SUB REGIONS FIGURE 7 DOMESTIC OVERNIGHT VISITATION – SUB REGIONS FIGURE 8 ORIGIN (DAYTRIP) - BENCHMARKED FIGURE 9 ORIGIN (OVERNIGHT) - BENCHMARKED FIGURE 10 ACCOMMODATION TYPE (OVERNIGHT) – BENCHMARK REGIONS FIGURE 11 PURPOSE OF VISIT (OVERNIGHT)

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GRVT DMP UPDATE GOULBURN RIVER VALLEY TOURISM

9 15 18 18 19 19 20 21 21 22 23

FIGURE 12 PRODUCT IDENTIFICATION & DEVELOPMENT FIGURE 13 SUMMARY OF STRATEGIC DEVELOPMENT THEMES FIGURE 14 REGIONAL PROJECTS FIGURE 15 VISITOR NODES

30 33 40 62

TABLES TABLE 1 PRIORITY PROJECTS – GRVT DMP 2013 TABLE 2 SUB-REGIONAL DESTINATION & PRODUCT STRENGTHS TABLE 3 VISITOR EXPENDITURE – GRV - 2017 TABLE 4 VALUE OF THE VISITOR ECONOMY – GRV - 2017 TABLE 5 GRV PRODUCT OVERVIEW TABLE 6 SUB-REGIONAL PRODUCT GAP SUMMARY TABLE 7 PROJECT ASSESSMENT CRITERIA - MATRIX TABLE 8 SUMMARY OF PRIORITY PROJECTS TABLE 9 KILMORE / BROADFORD: PROJECT DESCRIPTION AND RATIONALE TABLE 10 SEYMOUR AND SURROUNDS: PROJECT DESCRIPTION AND RATIONALE TABLE 11 KINGLAKE RANGES: PROJECT DESCRIPTION AND RATIONALE TABLE 12 YEA AND SURROUNDS: PROJECT DESCRIPTION AND RATIONALE TABLE 13 ALEXANDRA / EILDON: PROJECT DESCRIPTION AND RATIONALE TABLE 14 MARYSVILLE / LAKE MOUNTAIN: PROJECT DESCRIPTION AND RATIONALE TABLE 15 NAGAMBIE AND SURROUNDS: PROJECT DESCRIPTION AND RATIONALE TABLE 16 EUROA AND THE STRATHBOGIE RANGES: PROJECT DESCRIPTION AND RATIONALE TABLE 17 SHEPPARTON AND SURROUNDS: PROJECT DESCRIPTION AND RATIONALE

10 14 16 17 25 27 32 39 64 68 72 75 78 82 85 88 93


ACKNOWLEDGMENTS Urban Enterprise would like to gratefully acknowledge the contribution made by personnel at Goulburn River Valley Tourism, Greater Shepparton City Council, Mitchell Shire Council, Murrindindi Shire Council, and Strathbogie Shire Council. ACRONYMS 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 GLOSSARY OF TERMS Daytrip Visitor: Those who travel for a round trip distance of at least 50 kilometres, are away from home for at least 4 hours, and who do not spend a night away from home as part of their travel. Same day travel as part of overnight travel is excluded. 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.


EXECUTIVE SUMMARY


The Goulburn River Valley Destination Management Plan (DMP) was initially prepared on behalf of Goulburn River Valley Tourism (GRVT) in 2013, to provide a strategic approach to growing tourism in the Goulburn River Valley (GRV) region; aligning with key visitor needs and building on the GRV region’s existing strengths. The update of the DMP is being undertaken on behalf of GRVT to gauge which strategic objectives have been achieved; how the region’s tourism priorities and products have evolved since the original study was conducted; and to identify new and emerging tourism opportunities in the region. The refreshed plan has been developed by reaffirming our consultation with industry and stakeholders, an assessment of existing policy and strategies and detailed secondary and primary research into existing and potential visitor markets to the GRV region. The DMP Update has been prepared in close consultation with the four members Councils of Goulburn River Valley Tourism including Greater Shepparton, Mitchell, Murrindindi and Strathbogie. However, the Plan is not a Council policy document. It presents current strategic opportunities for the Goulburn River Valley region, endorsed by the Goulburn River Valley Tourism Board.

the region include self-contained accommodation, large contemporary accommodation facilities, noteworthy dining experiences and accessible local produce and farm gate attractions. While there has been a marked increase in many of these products, the study conducted for this refresh suggests there remains ample opportunities for consolidation and product development. The key gaps in infrastructure across the region are as follows: •

Capacity and frequency of rail services;

Access infrastructure to waterways;

Track and trails; and

Jetties and boat ramps located in State/National Parks.

The DMP Update sets the following ten strategic development themes which provide a framework for growing tourism in the region: Theme 1: Delivering strategic development opportunities & catalyst projects; Theme 2: Accessing and utilising the region’s water and nature based assets; Theme 3: Supporting and delivering new events; Theme 4: Grow and refine cycling product;

The key target markets for the Goulburn River Valley region include families, older travellers/couples, lifestyle leaders and experience seeking/self-drive international visitors. Other niche markets for the GRV region include sports and backpacker markets.

Theme 5: Destination positioning;

Primary research into visitor preferences was conducted with existing and potential visitors to the GRV region in 2013, and assisted in identifying visitor preferences and gaps in the provision of tourism product in the region. Overall, the primary research undertaken in 2013 remains relevant. The research highlights the importance of food, wine and the availability of local produce, as well as the importance of an accessible and well recognised nature based tourism product. Key gaps identified by visitors included specific events, music/arts/culture and history and heritage product. These gaps highlight the need for the region to develop product, which aligns with these themes and the need to promote existing product.

Theme 9: Place making; and

A tourism product audit for the region identifies strengths in food and wine, history/heritage and arts/culture. Common tourism product gaps identified across

Theme 6: Defining new touring routes and linkages; Theme 7: Growing and improving the accommodation offer; Theme 8: Enhancing the food and dining offer. Theme 10: Improving accessibility and transport infrastructure. The continued growth of tourism in the GRV region is dependent on having strong destinations with a critical mass of product and experiences aligned to the destination’s existing and emerging strengths. This approach is reflected in the DMP which adopts a sub-regional approach to product development; seeking to identify a suite of product development opportunities across nine individual sub-regions. These opportunities seek to enhance the visitor offer in the region, with a key focus of developing new destination products and experiences.

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The DMP highlights the need to focus on catalyst projects, which help to raise the profile of the region and lead to downstream investment. The DMP provides a list of priority projects, which are considered game changing opportunities for the region. These projects include:

awareness, linkages to existing product strengths and alignment with key target markets.

Broadford State Motorcycle Sports Complex, Broadford;

The DMP provides an important tool for GRVT, partner Councils and individual destinations. It will support the development of tourism product and experiences by:

Implementation of Seymour Flood Mitigation Project, Seymour;

Seymour Riverside Precinct, Seymour;

Providing a focus for regional and local level resources;

Food, Beverage and Creative Industry Precinct, Seymour;

Supporting key tourism/infrastructure funding and grant applications;

Canopy Tour, Kinglake/Toolangi;

Adding strategic/policy weight to key regional projects; and

Wellness Resort, Yea & Surrounds;

Supporting the aspirations for GRVT and the region in a Visit Victoria context.

Great Victorian Rail Trail Expansion, and Accommodation and Product Development, GRV Region;

Lake Eildon Waterfront Development Opportunities, Eildon;

Eildon Pondage Development Opportunities, Eildon;

Spa & Wellness Resort, Marysville;

Cycling Destination Development, Marysville;

Streetscape & Connectivity Project, Nagambie;

Seven Creeks Precinct, Euroa;

Mount Wombat Nature Conservation Reserve Walk, Strathbogie Ranges;

Rail Capacity & Frequency, Euroa/Nagambie/Shepparton and Seymour/Albury lines;

Riverfront & Eastbank Lake Development Opportunities, Shepparton;

Branded Accommodation, Shepparton;

River Connect, Shepparton;

Shepparton Sports and Events Centre, Shepparton; and

MOVE – Museum of Vehicle Evolution, Shepparton.

These projects have been identified as key priorities from over 100 product development initiatives identified in the region, based on their ranking derived from assessment criteria which considers economic impact, yield, ability to raise

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GRVT DMP UPDATE GOULBURN RIVER VALLEY TOURISM


INTRODUCTION


1. PROJECT OVERVIEW 1.1. PROJECT SCOPE & OBJECTIVES

1.2. DESTINATION MANAGEMENT PLANNING

Goulburn River Valley Tourism (GRVT) commissioned an update to the existing Destination Management Plan (DMP) for the Goulburn River Valley (GRV) region, which incorporates the Local Government Areas of Greater Shepparton, Murrindindi, Mitchell and Strathbogie.

Destination Management Planning is a collaborative, holistic approach to tourism development that seeks to ensure that tourism adds value to the economy, social fabric and ecology of communities. The DMP Update draws on a wide range of primary research, policy analysis and consultation to understand the priorities for tourism development in a region.

The revised DMP will provide an updated strategic approach to prioritising key tourism experiences and current product development opportunities in the region. It will refresh the existing framework to continue to drive visitation and economic growth in the region; and improve overall perceptions and awareness of GRV as a premier tourism region in Victoria. The key objectives are to: •

Provide overarching strategic direction for GRVT;

Define clear actions and investment opportunities for the region;

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.

The DMP Update builds on the significant amount of work undertaken by GRVT in understanding and promoting GRV as a viable and cohesive tourism region. It provides further strategic support in the recognition of the GRV as a stand-alone tourism region and seeks to address the limited profile of the region in the existing strategic tourism and policy framework.

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GRVT DMP UPDATE GOULBURN RIVER VALLEY TOURISM

This DMP seeks to reflect the unique attributes of each destination in the GRV region; identifying the product and industry development initiatives that can combine to deliver tourism growth and visitation in the region. The DMP Update will specifically seek to: •

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

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

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

Raise awareness and increase overall visitation across the region through accreditation, industry training, and participation in awards programs.

The project follows the Guide to Best Practice in Destination Management, as developed by the Australian Regional Tourism Network (ARTN). It reflects principles of best practice in seeking to provide a holistic and collaborative approach, integrating five key delivery areas including: research and analysis, consultative planning, product development, marketing and evaluation.


1.3. REPORTING

FIGURE 1 DMP DEVELOPMENT STAGES

The DMP Update is presented in two parts, and provides the evidence base, background context and DMP framework: Part A: Context and Background Research provides a brief summary of the key outcomes of the Background ‘Issues and Opportunities Discussion Paper’ (December 2013), including: •

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

A review of strategy and policy;

Identification of trends emerging from the analysis of visitation data;

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

Key themes emerging from stakeholder consultation and surveys; and

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

Part B: Destination Management Plan Framework assesses the key recommendations of the Destination Management Plan, including: •

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

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

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

The identification of a suite of Destination Development Opportunities, at a subregional level, which provide the key product opportunities to improve the destination and broader regional product offer.

Background Issues and Opportunities Paper

Formulation of Strategic Themes

Project Assessment

Identification and Prioritisation of Opportunities

1.4. SUCCESS OF THE PREVIOUS DMP The following table provides an overview of priority projects identified in the previous DMP. Only one project has been completed to construction and operating level, which is the Nagambie Region High Quality Accommodation. Shepparton Art Museum is also well underway, having received substantial funding commitment. Many of the other projects have been partly delivered or have commenced planning studies.

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TABLE 1 PRIORITY PROJECTS – GRVT DMP 2013 PREVIOUS PRIORITY PROJECT

LEVEL OF COMPLETION

Shepparton Branded Accommodation

Riverfront Development Opportunities Shepparton

Euroa Seven Creeks Precinct

Stand Alone Shepparton Art Museum



Broadford State Motorcycle Sports Complex

Toolangi Canopi Tour Rail Capacity and Frequency

Nagambie Region High Quality Accommodation



Seymour Riverside Precinct

Great Victorian Rail Trail Expansion Lake Eildon Waterfront Development Opportunities Marysville Spa and Wellness Source: GRVT DMP, Urban Enterprise 2013

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GRVT DMP UPDATE GOULBURN RIVER VALLEY TOURISM

DISCUSSION Since the preparation of the previous DMP Shepparton has attracted investment in accommodation. Quest Apartments established in Shepparton, and substantial investment has been undertaken by existing operators to improve their service offer. An example of this is the recent investment made by Parklake Shepparton. Parklake increased the number of rooms, as well as establishing conferencing facilities. Large, high-quality branded accommodation is still yet to be established. The establishment of the new SAM is likely to provide the catalyst for this accommodation. Shepparton has made a number of improvements since the preparation of the 2013 DMP. More specifically, improvements have been undertaken at Victoria Lake, as well as further investment at Kidstown and the Botanical Gardens. Further development of trail networks and attraction of commercial operators should be a focus of the DMP update. The Euroa Seven Creeks Precinct has undergone landscaping works and the toilet block has also been refurbished. Further consideration of commercial operators in the precinct such as a food and beverage operators will strengthen the attraction of the precinct. Stand Alone SAM is funded and is currently being delivered by Greater Shepparton City Council. Broadford State Motorcycle Sports Complex has recently attracted grant funding for a detailed site masterplan. This masterplan will determine the future directions of the complex. Toolangi Canopi tour had a private sector proponent willing to invest, however barriers were put in place, which prevented the proposal going ahead. There is renewed interest in a concept for a canopy tour in the Kinglake Ranges region. There has been some minor improvement to rail frequency to Shepparton, however the region still requires substantial investment in rail capacity and frequency, as well as investment on the Upfield-Somerton Link to unlock/service capacity in the region. The Nagambie region has recently seen the completion of a high quality 58 room accommodation establishment at Mitchelton. The riverside precinct in Seymour still requires further investment. A recent structure plan provides further direction for this precinct. However, the Flood Mitigation Project is required to support commercial investment in the area. The Great Victorian Rail Trail has not undergone any extensions that were identified in the previous DMP. Identified extensions included Alexandra to Eildon and Tallarook to Seymour. Commercial waterfront opportunities were identified in the previous DMP. Whilst there has been minor commercial investment, the appetite has strengthened for the attraction of commercial investment in this area by Goulburn Murray Water and Murrindindi Shire. The Marysville Spa and Wellness concept was identified as a priority project for the region. The public bathhouse would provide a key attraction for Marysville, and would complement the existing product strengths. This project remains an investment opportunity.


PART A. CONTEXT AND BACKGROUND RESEARCH


2. THE GRV REGION 2.1. SUB REGIONS AND REGIONAL PRODUCT Goulburn River Valley has a diverse range of tourism product and strengths across the region. Whilst diversity in product is a strength of the region, it also creates difficulties in promoting the regional offer, as well as promoting/branding the region to visitors. The key product strengths across the region include: •

Nature-Based & Adventure/Sports;

Food and Wine;

Festivals and Events;

Business and Conferencing;

History and Heritage;

Cycling;

Arts & Culture;

Indigenous Tourism; and

Golf.

These strengths vary from destination to destination across the region and can be better analysed by assessing the region using a sub-regional or cluster based approach. The GRV region has been divided into eight destination clusters which are based on:

Table 2 (page 14) and Figure 2 (page 15) illustrate the key destination clusters in the region and their primary, secondary and emerging product strengths. These include: 1. Kilmore / Broadford – This cluster also includes Wallan / Beveridge, which is identified by Mitchell Shire Council as a standalone region. The key product themes include history & heritage, and sports and events (including the Broadford State Motorcycle Sports Complex). 2. Seymour and Surrounds – key product strengths relate to military history, the Great Victorian Rail Trail and (potential) access to the Goulburn River. 3. Kinglake Ranges – The key product strengths include natural attractions and nature based experiences, with popular activities including adventure sports, camping and bushwalking. 4. Yea and Surrounds –The key strengths of the Yea sub-region include natural attractions, wineries, cycling and events. 5. Alexandra / Eildon – This cluster has key strengths in natural attractions, waterbased activities, adventure activities (including cycling), alpine activities and food and wine.

Differences in the product strengths, landscapes and experiences across regional destinations;

6. Marysville / Lake Mountain – The key strengths are alpine activities, adventure activities, cycling, and food & wine.

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

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

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

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GRVT DMP UPDATE GOULBURN RIVER VALLEY TOURISM

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


9. Shepparton and Surrounds – Shepparton and its surrounding area forms a subregion in the north of GRV. The core strengths include sporting events, business & conferencing, festivals & events, food and wine, history & heritage, arts/culture and indigenous product. Table 2 (overleaf) illustrates the relative product strengths of each sub-regional destination based on the strengths of the wider region. The product strengths are categorised as follows •

Primary – A well-established strength of the region/sub-region, with mature and recognisable assets in the identified tourism product;

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

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

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TABLE 2 SUB-REGIONAL DESTINATION & PRODUCT STRENGTHS

Primary

Secondary

Emerging

PRODUCT CATEGORY

KILMORE / BROADFORD & WALLAN

SEYMOUR & SURROUNDS

KINGLAKE RANGES

YEA AND SURROUNDS

ALEXANDRA AND EILDON

MARYSVILLE AND LAKE MOUNTAIN

NAGAMBIE & SURROUNDS

EUROA & STRATHBOGIE RANGES

SHEPPARTON AND SURROUNDS

GRVT REGION

1. NATURE-BASED & ADVENTURE / SPORTS

Mt Piper, Wandong/Heathcote Junction – 4x4, mountain biking, dirt biking

Access to Goulburn River, Great Victorian Rail Trail

Adventure activities, Mountain biking, Kinglake National Park

Yea Wetlands, access to natural assets, Y Water Discovery Centre

Water-based (Eildon), cycling and biking

Adventure Alpine (Lake Mountain),

Water based activities, the Nagambie waterways

The Strathbogie Ranges

Sports facilities, Kidstown (adventure), the Goulburn River

Adventure activities, hiking, cycling, water ways (lakes/rivers)

2. FOOD & WINE

Farmgate and local produce

Wineries & links to Strathbogie Ranges Heathcote Wine Regions Local produce

Farm gate and local produce, Kinglake Market

Dining experiences wineries

Warm and cold climate food, farm gate and wineries

Dining experiences, local brewery/distillery (Marysville)

Wineries, links to the Heathcote Wine Region

Wineries, cellar door, local produce

Wineries, cellar door, local produce, primary food producers

Wineries, cellar door, local produce

3. FESTIVALS & EVENTS

State Motorcycle Sports Complex, sporting events, cultural events

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

Sporting, music and community events

Sporting, arts & culture, community

Adventure/Sporting events, cycling

Nature based, community, arts & culture events

Sports and water based events

Music, art/culture, family

Major sporting events (Tatura Park, Shepparton Sports Complex)

National Motorcycle Track, Shepparton Sports Complex

Holmesglen at Eildon

Large conference facilities, luxury accommodation (Marysville)

Conference and highquality conference facilities at Mitchelton

Major business centre with events and conference facilities

Major business/conference facilities (isolated to Shepparton & Marysville)

Military history (Tatura War Camps)

Military history and heritage streetscapes,

Seymour – Regional Centre/links to Melbourne

4. BUSINESS & CONFERENCING

5. HISTORY & HERITAGE

Heritage streetscapes military history

Heritage streetscapes and architecture Military History

Military and Rail History

6. CYCLING

Great Victorian Rail Trail

7. ARTS & CULTURE

Boutique offer (Seymour)

Local artists, galleries and retail

Road cycling, Great Victorian Rail Trail

Great Victorian Rail Trail

Road cycling (Lake Mountain, Donna Buang) Mountain Biking (Buxton Mountain Bike Park, Lake Mountain)

Local artists, galleries and retail

Local artists, galleries and retail

Arts Centre / Visitor Information Centre

Local artists, galleries and retail

Emerging arts and events

Indigenous garden, interpretive elements and indigenous events

8. INDIGENOUS

9. GOLF

Hidden Valley, Kilmore, Mandalay and Broadford Golf Courses

Seymour Golf Club

Yea Golf Club

Alexandra Golf Club Cathedral Valley Golf Club

10. EQUINE

Thoroughbred breeding, training & racing

Thoroughbred breeding, training & racing

Thoroughbred breeding, training & racing

Thoroughbred breeding, training & racing

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Great Victorian Rail Trail

GRVT DMP UPDATE GOULBURN RIVER VALLEY TOURISM

Marysville Community Golf & Bowls Club

Shepparton Art Museum

Shepparton Art Museum, slew of local artist galleries/retail across region

Emerging indigenous arts, interpretive centre

Emerging indigenous arts interpretive centre

Nagambie & Avenel Golf Club

Euroa & Strathbogie Golf Club

Shepparton & Mooroopna Golf Courses

Multiple established and emerging courses across region

Thoroughbred breeding, training & racing

Thoroughbred breeding, training & racing

Recreational Equestrian, festivals and events

Thoroughbred breeding and training


SUB-REGIONAL PRODUCT STRENGTHS GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

Shepparton and Surrounds Primary

Secondary

Emerging

Food and Wine Business and Conferencing Festivals and Events Adventure / Sports Nature Based

History and Heritage Equine Arts and Culture

Golf Indigenous

Festivals and Events

Arts and Culture Golf

Nagambie and Surrounds Food and Wine Adventure / Sports Nature Based Equine

Euroa and Strathbogie Ranges Naure Based Adventure / Sports Fod and Wine Equine

Festivals and Events

History and Heritage Arts and Culture Golf

Nature Based Adventure / Sports Food and Wine Equine

Golf Arts and Culture Business and Conferencing

Equine

History and Heritage

Festivals and Events Equine

Arts and Culture Business and Conferencing Golf

Food and Wine

Arts and Culture

Golf

Arts and Culture Business and Conferencing Golf

Seymour and Surrounds History and Heritage

Yea and Surrounds Festivals and Events

Alexandra / Eildon Nature Based Adventure / Sports

Kinglake Ranges Nature Based Adventure / Sports

Marysville / Lake Mountain Nature Based Adventure / Sports Cycling

Kilmore, Broadford and Wallan Festivals and Events Motorsport (Broadford)

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Equine

History and Heritage


3. THE VISITOR ECONOMY 3.1. INTRODUCTION This section provides a summary of findings from the background discussion paper prepared in 2013, as well as an update to key visitation data for the GRV region. Visitation data is sourced from the National Visitor Survey (NVS) and International Visitor Survey (IVS) published by Tourism Research Australia (TRA).

VISITOR EXPENDITURE The GRV region attracted 2.8 million visitors in 2017, consisting of 1.9m domestic daytrips, 0.9m domestic overnight trips, and 22,100 international trips. Based on expenditure estimates, visitors generated approximately $444.8m of visitor expenditure in the GRV region, as shown in Table 3. TABLE 3 VISITOR EXPENDITURE – GRV - 2017

3.2. VALUE OF TOURISM IN GRV

VISITOR TYPE

VISITORS

VISITOR EXPENDITURE

TOTAL EXPENDITURE

The tourism sector is an amalgam of activities across various industry sectors such as retail, accommodation, food services, art, cultural and recreational services.

Daytrip

1,892,083

$87

$164,611,221

Overnight

909,254

$280

$254,591,120

International

22,132

$1,155

$25,562,460

TOTAL

2,823,469

In order to understand the value of tourism, surveying is conducted to gather direct expenditure data from visitors attending specific festivals or events. Once this survey data is collated and coded it is applied to Remplan to model the direct and flow-on economic implications for the region from hosting such activities. The Australian National Accounts provides estimates of output by industry sector, and the Tourism Satellite Account (TSA), also from the Australian Bureau of Statistics, provides estimates of the value of industry sectors’ contributions to total tourism product output. It is possible to estimate the proportion of output for each industry sector that is generated to service demand created by tourists at the national level. This section estimates the value of tourism in the Goulburn River Valley region using the visitation model. The total number of visitors to the region is multiplied by visitor expenditure (per person) to provide an estimate for direct expenditure generated. From this, Remplan’s input-output model calculates the total ongoing jobs supported and economic output generated.

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GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

$444,764,801

Source: National Visitors Survey (NVS) / International Visitor Survey (IVS), Tourism Research Australia (TRA) 2017, Visitor Expenditure, Remplan Economy 2015 (indexed to 2017), derived by Urban Enterprise


ECONOMIC IMPACT OF TOURISM INDUSTRY

3.3. VISITATION

In 2017, visitation to the GRV region generated a total economic output in the order of $781m, including $445m in direct output and $336m in indirect output.

An assessment of key visitation data has been undertaken to provide a snapshot of visitor market trends and preferences across the region. Tourism data for the GRV region has been collated to provide an analysis of the existing visitor markets, informing the identification of target market segments and assisting in the formulation of tourism product/infrastructure opportunities.

Visitor expenditure in the region supports 3,710 (FTE) jobs, including 2,517 (FTE) direct jobs, and 1,193 (FTE) indirect jobs. The economic impact of the tourism industry in GRV is summarised in Table 4. TABLE 4 VALUE OF THE VISITOR ECONOMY – GRV - 2017

The data is sourced from the National and International Visitor Survey, published by Tourism Research Australia for the 2016/2017 financial year. It is important to note that Marysville & Lake Mountain sub-region forms part of the broader Alexandra SA2 region and consequently cannot be separated.

ECONOMIC IMPACT SUMMARY

($M)

Direct Output

$445.210

Indirect Output

$335.757

The update to the key visitation data for the GRV resulted in the following key findings:

TOTAL OUTPUT

$780.966

Direct Employment (FTE Jobs)

2,517

Indirect Employment (FTE Jobs)

1,193

There has been substantial growth in visitation since the preparation of the previous DMP. Domestic daytrip visitation has increased from 1.5 million to 1.9 million per annum over the 2013-2017 period, whilst overnight visitation has grown from 678,000 to 909,000 per annum.

TOTAL EMPLOYMENT (FTE JOBS)

3,710

There are a high proportion of daytrips to the region. This is driven by the region’s proximity to Melbourne and potential shortfall in appropriate accommodation and product that encourages overnight stays.

The major service centre of Shepparton, along with the popular holiday destination of Marysville, are the major drivers of visitation to the region, accounting for over 60% of all visitation (daytrip and overnight).

Whilst holiday/leisure visitation is strong in traditional holiday destinations (such as Marysville and Nagambie), the Visiting Friends and Relatives (VFR) market is critical to the region in large population centres such as Shepparton, Wallan, Kilmore, Broadford and Seymour, illustrating the importance of this market when considering visitor product and experience.

Social activities are popular in the region, such as shopping and eating out, reflecting the large VFR market in the region. Nature based experiences are also an important activity for visitors to the region.

Source: National Visitors Survey (NVS) / International Visitor Survey (IVS), Tourism Research Australia (TRA) 2017, Visitor Expenditure, Remplan Economy 2015 (indexed to 2017), derived by Urban Enterprise

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Lifecycle visitation demonstrates that ‘Families with kids’, ‘Non-working’ and ‘Young/Midlife Singles’ are key market segments for regional visitation; reflecting the importance of touring retirees and families to the GRV region.

PERCENTAGE GROWTH OF VISITATION

3.3.1. VISITATION TO GRV REGION

In percentage terms, international visitation has experienced the most significant growth, albeit accounting for approximately 7% of total visitation. Overnight domestic visitation has grown at a greater rate than day trip visitation which highlights growth in visitor yield.

TRENDS IN VISITATION

FIGURE 4 TOTAL VISITATION - PERCENTAGE GROWTH 2013-2017

Figure 3 provides an overview of visitation to the GRV region. Annual domestic daytrip visitation has grown from 1.5 million to 1.9 million over the 2013-2017 period, whilst annual domestic overnight visitation has grown from 678,000 to 909,000. Annual international visitation has increased from 15,000 to 22,000 visitors over the 2013-2017 period.

44%

24%

34%

FIGURE 3 GRV REGION TOTAL VISITATION 2013-2017 1,892,083

2,000,000 1,800,000

1,523,487

DayTrip

1,600,000

Overnight

International

1,400,000 1,200,000 1,000,000 800,000

909,254 678,338

600,000 400,000 200,000

22,132

15,398

2013 DayTrip

2014

2015 Overnight

2016 International

Source: NVS and IVS, Tourism Research Australia, Year Ending June 2017

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GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

2017

Source: NVS and IVS, Tourism Research Australia, Year Ending June 2017


FIGURE 6 DOMESTIC DAYTRIP VISITATION – SUB REGIONS

DAYTRIP VISITATION BY SUB REGION Figure 5 provides an outline of the proportion of daytrip visitation generated by each sub region. The following figures demonstrate that Greater Shepparton remains the major driver of visitation to the region. Notably, Alexandra and Marysville area is ranked second. This is likely to be attributed to the redevelopment of Marysville post bushfire and the continued strength of the Lake Eildon as a key attraction in the region.

533,687

Greater Shepparton

Euroa & Strathbogie Ranges

FIGURE 5 DAYTRIP VISITATION PERCENTAGES (2013-2017 AVERAGE) Nagambie & Surrounds Greater Shepparton

65,736 105,250 78,441 65,058 112,022 101,367 50,252 95,633 44,710 78,956

38%

203,824 195,272 229,650 184,687 300,650

Seymour & Surrounds Alexandra & Marysville

19%

Seymour & Surrounds

13%

Kinglake

Kilmore & Broadford

8% Yea & Surrounds

Kilmore & Broadford

7%

Yea & Surrounds

7%

106,079 145,144 108,456 83,041 207,697 127,795 73,950 140,684 134,426 125,957 233,234 291,308

Alexandra & Marysville

385,000

348,727

Euroa & Strathbogie Ranges

5% Kinglake

Nagambie & Surrounds

4% 2013

645,635 711,986 727,482 718,074

436,027

93,927 132,975 170,152 121,790 146,953

2014

2015

2016

2017

Source: NVS and IVS, Tourism Research Australia, Year Ending June 2017 Source: NVS and IVS, Tourism Research Australia, Year Ending June 2017

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OVERNIGHT VISITATION BY SUB REGION Greater Shepparton attracted approximately 340,000 domestic overnight visitors in 2017, followed by Alexandra and Maryville, which has experienced significant overnight visitation growth in the past year. All sub regions have been trending upward in overnight visitation since 2014. Kinglake Ranges, Kilmore and Broadford, and Euroa attract low overnight trip visitation. This reflects the low level of product development and accommodation investment in those areas.

FIGURE 7 DOMESTIC OVERNIGHT VISITATION – SUB REGIONS 214,257 257,010 289,095 262,837

Greater Shepparton

Euroa & Strathbogie Ranges

49,786 52,458 48,645 43,468 53,928

Nagambie & Surrounds

90,764 45,668 50,894 68,833 82,764

Seymour & Surrounds

71,901 74,014 66,339 93,433 93,085

Kilmore & Broadford

Yea & Surrounds

24,199 27,115 36,731 13,011 44,514 35,633 38,795 42,753 19,218 55,709 199,115 123,467 163,151 157,247

Alexandra & Marysville

Kinglake

2013

244,658

7,348 8,368 14,073 23,085 22,264

2014

2015

2016

2017

Source: NVS and IVS, Tourism Research Australia, Year Ending June 2017

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GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

340,457


3.3.2. VISITOR ORIGIN Figure 8 and Figure 9 show that the majority of visitation to the region is from Melbourne. According to ABS data, the centre of population in Greater Melbourne at June 2016 was in the suburb of Glen Iris, near the Monash Freeway. Using this point of origin, travel time by private vehicle to the region varies between 1:15hrs and 2:47hrs. Travel times to the sub regions are as follows: •

Kinglake – 1:15hrs;

Lake Nagambie – 1:5hrs

Lake Mountain – 2:04hrs;

Eildon – 2:07hrs;

Strathbogie Ranges (Polly McQuinns) – 2:25hrs;

Shepparton – 2:30hrs; and

Mount Major/Dookie – 2:47hrs.

When benchmarked against other regions including the High Country and Great Ocean Road, GRV Region attracts a greater proportion of day-trippers from Melbourne. The GRV region attracts a similar proportion of overnight visitors from Melbourne to other Victorian regions including Great Ocean Road and High Country.

FIGURE 8 ORIGIN (DAYTRIP) - BENCHMARKED 62% 56%

51%

45% 32%

29% 16% 6% 0%

0%

GRV Region

4%

0%

Great Ocean Road Melbourne

Other VIC

High Country Other NSW

SA

Source: NVS and IVS, Tourism Research Australia, Year Ending June 2017

FIGURE 9 ORIGIN (OVERNIGHT) - BENCHMARKED 61%

59%

58%

28%

22%

19% 7%

3%

2%

2%

GRV Region Melbourne

2%

10%

5%

Great Ocean Road Other VIC

Other NSW

5%

2%

High Country Sydney

SA

Source: NVS and IVS, Tourism Research Australia, Year Ending June 2017

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3.3.3. ACCOMMODATION Figure 10 benchmarks the GRV Region against established tourism regions in Victoria (Great Ocean Road & High Country) to identify potential accommodation product gaps. Most notably, the region is underserviced in self-contained accommodation when compared to the Great Ocean Road region and High Country. Based on an accommodation audit, 2% of accommodation is self-contained, compared to 12% in both benchmark regions. The GRV Region also relies heavily on Friends or Relatives Property (41%), which is much higher compared to Great Ocean Road (32%) and High Country (27%).

FIGURE 10 ACCOMMODATION TYPE (OVERNIGHT) – BENCHMARK REGIONS 23% 23% 25%

Hotel/resort/motel or motor Inn

Guest house or Bed & Breakfast

Rented house/apartment/flat or unit

2% 2% 4% 2%

12% 12% 12% 15% 13%

Caravan park or commercial camping ground

Backpacker or hostel

Other commercial accommodation

0% 0% 0% 1% 0% 0% 5%

Own property

5%

10%

Friends or relatives property

27%

Caravan or camping - non commercial

Other Private Accommodation

Other Accommodation

GRV Region

5%

10% 10%

2% 1% 3% 1% 0% 1%

Great Ocean Road

High Country

Source: NVS and IVS, Tourism Research Australia, Year Ending June 2017

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GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

32%

41%


3.3.4. PURPOSE OF VISIT -OVERNIGHT Holiday/leisure and VFR account for 82% (Overnight) of visitation to the GRV Region. Figure 11 shows that Nagambie & Surrounds, Kinglake, Yea & Surrounds, and Alexandra & Marysville are key holiday destinations, while the other subregions present a stronger VFR market. Alexandra and Marysville region is the strongest holiday leisure destination in the GRV Region with 73% of overnight visitors visiting for holiday purposes.

FIGURE 11 PURPOSE OF VISIT (OVERNIGHT) 28% Greater Shepparton

8%

2%

45%

17% 29%

Euroa & Strathbogie Ranges

Nagambie & Surrounds

4% 2%

54%

10%

27%

Seymour & Surrounds

57%

34%

5% 3% 0%

42%

23%

3% 5%

19% Kilmore & Broadford 1% Yea & Surrounds

2% 4% 0%

Alexandra & Marysville

4% 2% 0%

Kinglake

GRV Region

Holiday

52%

22%

6%

58%

35%

73%

20% 47% 50%

3% 1% 0% 5% 1%

38%

12%

Visiting friends and relatives

Business

44%

Other reason

In transit

Source: NVS and IVS, Tourism Research Australia, Year Ending June 2017

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3.4. TARGET MARKET SEGMENTS Key target markets have been selected through consultation, analysis of existing visitation data and qualitative research. These target markets represent existing markets that are critical to the region and emerging visitor markets that can be targeted by an improved and more diverse product offer, catered towards a wider target market. In particular, the region has the potential to better tap into the Socially Aware/higher yield markets and growing international visitor markets, which are key market segments that can drive longer stays and higher yields. The following segments are considered critical to driving existing and future tourism in the GRV region:

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

Sports markets – sporting events are a key strength of the region. The niche sports market is interested in both sporting events and activities, and will often visit friends and relatives. Developing the sporting strengths of the region has the potential to increase visitation in the form of events and social activities.

Backpackers – the itinerant worker market is prevalent in the region, particularly in Greater Shepparton, Strathbogie Shire and Murrindindi Shire. Backpackers are not high yielding visitors and generally require group accommodation, but are considered longer term visitors that can drive repeat visitation.

CORE MARKETS •

24

Families – families are a core existing market for the region. They often visit friends and relatives or visit for holiday and leisure, seeking to stay in motels, caravan parks or self-contained rental homes. On average, they spend more money than the average traveller and seek to visit nature, wildlife and history & heritage attractions. Older Travellers / Couples – as revealed by existing tourism data, older couples and grey nomads/touring travellers are a key visitor market in the region. They represent a fast growing market segment and demographic that provides steady visitation and strong passing trade. They are generally a lower yielding segment and often prefer to stay in caravan/camping accommodation or motels. Lifestyle Leaders – are progressive, aware of trends, seek cultural experiences, are socially connected, and influence peers’ opinions. Representing 30-40% of the Australian population and can be further differentiated by their varying passions, motivations, travel needs and behaviours, with the Lifestyle Leader population further segmented into four broad categories: Creative Opinion Leaders, Food & Wine Lifestylers; Enriched Wellbeing; and Inspired by Nature.

GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

3.5. PRODUCT AND EXPERIENCE AUDIT A tourism product and experience audit was undertaken for the 2013 DMP to understand the type of tourism product across the region and identify any gaps in the product and experience offer. The GRV region provides a diverse range of visitor products and experiences, which have some common themes across the region, but also reflect the differences in terms of landscape, location, accessibility of the distinctive sub-regional destinations. Tourism products and experiences that span the GRV region often have close links to the Goulburn River, which provides irrigation, agricultural and recreational assets for the region; such as fishing, and water based recreation.


The region is renowned for its food and wine production and reputation as the ‘Food Bowl of Australia’. In particular, quality experiences, such as Tahbilk, Mitchelton Wines and Fowles Wine offer both cellar door and high-end dining experiences. Adventure and nature based recreational experiences are also crucial to the product profile of the region, including water based recreation at Lake Eildon and Nagambie and iconic walks and waterfalls in Marysville. Canoeing on the Goulburn River, bush walking, hiking and cycling and mountain biking are key experiences in the region’s nature based product and experience offer. 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. The equine sector has been identified as a competitive economic strength of the region; however there has been little activation of equine tourism product, with public accessibility to the industry predominantly limited to racecourses and equine events, denoting the poor tourism potential of the industry outside of event days. In summary, the GRV 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.

TABLE 5 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, Muse Restaurant.

Wineries & Breweries

22%

Tahbilk Winery, Fowles Wine, Mitchelton Winery, Sedona Estate Winery, Tallis & Longleat, Wine X Sam, Tooborac Brewery.

Nature Based Tourism

31%

Equine

6%

History & Heritage

13%

Arts & Culture

13%

Golf

7%

Lake Eildon National Park, The Great Victorian Rail Trail, Kinglake Ranges, Lower Goulburn National Park, Strathbogie Ranges, Lake Mountain Alpine Resort, Lake Nagambie. Tatura and Shepparton Racing Club, Shepparton Harness Racing Club, Kilmore Racing Club, Seymour Racing Club, Alexandra Racing Club, Tatura Park, Black Caviar Statue/Trail. The RAAC Memorial & Army Tank Museum, Vietnam Veterans Commemorative Walk, Bylands Tramway Museum, Hume and Hovell Cricket Ground, Shepparton Motor Museum, Historical Society of Mooroopna, Tatura Irrigation and Wartime Camps Museum, Seymour Railway Heritage Centre, Historical Society of Mooroopna and Shepparton, Alexandra Timber Tramway and The Australian Light Horse Memorial Park, VC Memorial Park. Shepparton Art Museum (SAM), Gallery Kaiela, Bangerang Cultural Centre, Seymour Community Arts Centre. Shepparton Golf Course, Mooroopna Golf Club, Hilltop Golf and Country Club and Marysville Golf Club, Mandalay and Hidden Valley.

Table 5 provides an overview of the tourism product in the GRV region. The most common tourism product across the region is nature based, followed by wineries. Analysing the tourism product and experiences across sub-regional destinations provides an in-depth assessment of tourism product at a destination level. Using the nine sub-regional destinations, analysis of differences in the product strengths can be undertaken to determine key attractions and identify strengths and potential opportunities for each sub regional cluster.

Source: Product Audit, Urban Enterprise 2013

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3.5.1. INFRASTRUCTURE An infrastructure audit has identified the critical infrastructure required to improve accessibility, increase visitation and enable new tourism development in the region. The audit analyses road and rail infrastructure, airports, car hire operators and accredited Visitor Information Centres. The infrastructure opportunities for the region include: •

The implementation of highway bypasses at Kilmore and Shepparton;

An increase in the frequency and capacity of VLocity rail services in the north of the region; servicing Shepparton, Nagambie and Euroa;

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

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

Delivering full accredited VIC services to encompass the north east of the GRV region, at Euroa; servicing gateway visitation from Benalla and the east of the state;

Delivering a heliport in Murrindindi to accommodate helicopters travelling to the region for both tourism and emergency service needs; and

Improving regional telecommunications infrastructure (mobile and NBN) to service growing tourism industry.

Table 6 (overleaf) provides an overview of the gaps that have emerged from the regional product and experience audit. These gaps provide a framework from which to develop the suite of opportunities contained within the DMP. Whilst not all gaps necessarily need to be addressed, it provides an opportunity to understand where gaps could be filled to align with target market needs and expectations, such as high-quality accommodation in the region.

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GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM


TABLE 6 SUB-REGIONAL PRODUCT GAP SUMMARY SUB-REGIONAL DESTINATION

IDENTIFIED PRODUCT GAPS

1. Kilmore / Broadford

Noteworthy dining in the Kilmore / Broadford region. A quality bistro style food option would suit the region, particularly Broadford. Limited quality in terms of the food and beverage offer in Kilmore, with limited niche or boutique offer. An improved offer to cater to day-trippers, passing traffic and weekend visitors would increase yield and length of stay in the region. Accommodation in Broadford that caters for events visitors (particularly the State Motorcycle Sports Complex) and VFR visitors, who are a major market for the region. Accommodation to cater for this market includes self-contained and/or motel stock. Self-contained accommodation in Kilmore to cater for VFR and events visitation. The under-utilisation of heritage buildings for tourist uses in Kilmore. Improved streetscapes and facilities in Wallan that enhance the offering for visitors and residents, leading to increased retail and quality food and beverage offerings.

2. Seymour & Surrounds

An enhanced café / boutique / coffee offer in Seymour; this could be linked to the Vietnam Veterans Commemorative Walk. This could increase yield, capture passing trade and cater to strong business markets. General quality of dining options in the region. High quality self-contained accommodation in Seymour that caters for VFR and business markets, similar to a small/medium scale Quest accommodation. The provision of conference facilities in Seymour to capitalise on the accessibility and stature of the town as a regional centre. Boutique accommodation offer in Tallarook and Trawool, which can capitalise on the location at the start of the Great Victorian Rail Trail. A high quality local produce or artisans store in Tallarook that capitalises on the rail trail.

3. Kinglake Ranges

Farm-gate attractions and farm-gate businesses across the Kinglake Ranges to attract day trip / passing visitation from Melbourne. 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. Self-contained accommodation/B&B and/or group accommodation units catering for the Nature Based Tourism experience. 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.

4. Yea and Surrounds

High quality self-contained accommodation in Yea. Contemporary dining options in Yea to support the night time dining offer. Backpacker/group accommodation to capture the itinerant worker visitation in Murrindindi Shire. Providing product and infrastructure to capitalise on Yea’s location as a key destination on the Great Victorian Rail Trail.

5. Alexandra, Eildon

Quality food and dining options in both Alexandra and Eildon. Great Victorian Rail Trail Expansion to Eildon to develop the trail. Develop the Eildon waterfront. New self-contained accommodation opportunities across the sub-region to cater for high yielding and family markets. Waterfront activities, commercial operations/activities and development opportunities on Lake Eildon. A 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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6. Marysville & Lake Mountain

Food and dining experiences in Marysville to service the night-time / overnight economy – including a brewery/distillery and high-quality dining establishment. Continued retail provision in Marysville to supplement the nature-based attractions. Eco-lodge accommodation at Lake Mountain to diversify the product offer and attract year round visitation. Cycling destination strategic development opportunity in Marysville to diversify and increase its product offer and links to cycling based assets.

7. Nagambie & Surrounds

Commercial boating and tour operations to service the Nagambie Waterways. Eco-tourism opportunities linked to the Nagambie Waterways. Retail in Nagambie. Linkages between the town centre and Regatta Centre/Leisure Park. Boat mooring facilities in town. Boardwalk along High Street, fronting shops.

8. Euroa & Strathbogie Ranges

Farm gate / farm stay opportunities in the region, capitalising on the strengths of local produce. Events or tours relating to the thoroughbred and/or wider equine industry. Product that capitalises on the strategic location of Seven Creeks Park in Euroa, including accredited VIC. Night time dining options in Euroa. The development of RV facilities to capitalise on the stopover potential of Euroa. Self-contained accommodation in the Strathbogie Ranges. Motel accommodation in Avenel. Self-contained accommodation in Euroa to diversify the product offer. The under-utilisation of heritage buildings for tourist uses in Euroa.

9. Shepparton and Surrounds

New or modern high-quality motel or hotel stock (4+ star), including a large format, high quality branded hotel in Shepparton. Hotel/motel offer in townships surrounding Shepparton, such as Tatura and Murchison. Bed and breakfast and guest house accommodation in regional townships, such as Dookie, which caters for small groups or couples. A low cost group accommodation facility. Accommodation leveraging off the Goulburn River and its Parkland. B&B accommodation and a local produce store in Murchison to service the boutique offer. Motel accommodation in Tatura to service the conferencing and events overspill market from Shepparton. Improved tourism product associated with the Tatura War Camps, to service national and international visitor markets. Development of the arts/cultural offer, particularly the development of indigenous tourism product.

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GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM


PART B. DESTINATION MANAGEMENT PLAN FRAMEWORK


4. OVERVIEW 4.1. INTRODUCTION Part B of the project identifies the core recommendations of the Destination Management Plan and provides the overarching strategic direction for GRVT. It builds on the research, analysis and gaps identified as part of the Background ‘Issues and Opportunities Discussion Paper’; identifying and prioritising the key product and development opportunities in the GRV region.

4.2. DMP UPDATE DEVELOPMENT AND STRUCTURE The opportunities in the DMP Update have been developed based on the research and analysis undertaken at the issues and opportunities stage of the project, including: •

Tourism research and forecasts;

Strategy and policy review;

Analysis of target markets;

Stakeholder consultation and visitor market surveys; and

A product, marketing and infrastructure audit and gap analysis.

This analysis supports the identification of a number of themes, priorities and product development projects across the region, as shown in Figure 12. This process has led to the development of: 1.

30

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

GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

2.

The identification of twenty Priority Projects that will act as catalyst, game changing projects for the region. These projects have been selected using a set of assessment criteria.

3.

The identification of a suite of Destination Development Opportunities, at a sub-regional level, which will provide the critical mass of product to improve individual destinations and the wider regional product offer; in line with the identified strategic development themes.

4.

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

FIGURE 12 PRODUCT IDENTIFICATION & DEVELOPMENT

Strategic Development Themes

GRVT Priority Projects

Product Gaps and Background Analysis Background Issues and Opportunities Paper

Destination Development Opportunities and Initiatives

Regional Positioning & Strengthening the GRV Region


4.3. PROJECT ASSESSMENT METHODOLOGY

The projects identified in the DMP have been ranked and prioritised using an agreed assessment methodology. The following discussion provides an overview of this assessment method and the rationale for prioritising projects.

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

Attract significant investment and unlock other major product opportunities;

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

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

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

4.3.1. ASSESSMENT CRITERIA A set of seven assessment criteria have been developed in order to prioritise the projects identified for development in the Goulburn River Valley region. These criteria are set out in an Assessment Criteria Matrix, which is included as Table 7 (overleaf). The Matrix also provides a summary of the rationale behind project rankings and suggested weightings for each individual assessment criteria. The assessment is qualitative and subjective; based on local knowledge, stakeholder consultation, professional experience and a general assessment of perceived benefits. 4.3.2. SCORE AND WEIGHTING Each project is given an absolute score of 1 to 5 for each of the seven identified assessment criteria. This absolute score is multiplied by the allocated weighting for each criterion to give an overall weighted score. The lowest possible total weighted score is 43 and the highest possible total weighted score is 215. 4.3.3. PROJECT SIGNIFICANCE Using the adopted assessment criteria, the projects have been prioritised and ranked into three tiers. These include: PRIORITY PROJECTS (TIER 1) CATALYST PROJECTS OF REGIONAL SIGNIFICANCE These projects are catalyst game changing opportunities. They are projects that have achieved a weighted score of more than 161, or over 75% of the total possible weighted score in the assessment matrix. They are projects that will:

TIER 2: PROJECTS OF SUB-REGIONAL SIGNIFICANCE These are important projects to an identified sub-region or sub-regions. They are projects that have achieved a score of between 107.5 and 161, scoring them between 50% and 75% of the total possible weighted score in the assessment. These projects will: •

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

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

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

Align with key target markets.

TIER 3: PROJECTS OF LOCAL OR DESTINATION SIGNIFICANCE These projects are important to a specific locality or destination. They are projects which have scored below 107.5, which is less than 50% of the total possible weighted score in the assessment. These projects will: •

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

Support tourism product and opportunities in a specific destination;

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

Improve awareness of a locality or destination. URBAN ENTERPRISE DEC - 17

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TABLE 7 PROJECT ASSESSMENT CRITERIA - MATRIX

RANK

5

1: UNLOCKS A GAME CHANGING OPPORTUNITY

2: INCREASES VISITATION, LENGTH OF STAY AND/OR YIELD

3: IMPROVES AWARENESS OF THE GRV AND ITS DESTINATIONS

4: BUILDS PRODUCT AND/OR SUPPORTS EXISTING OR NEW TOURISM PRODUCT

5: THE PROJECT IS VIABLE, SUSTAINABLE AND DELIVERABLE

6: ALIGNS WITH TARGET MARKETS

7: IMPROVES PERCEPTIONS OF THE DESTINATION/REGION

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

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

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

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

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

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

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

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

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

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

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

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

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

4

3

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

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

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

2

1

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

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

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

GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

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

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


5. STRATEGIC DEVELOPMENT THEMES The Goulburn River Valley is a diverse tourism region with a wide range of assets, landscapes and product types. Analysis of the product strengths and product development opportunities within the GRV region has, however, identified a number of key strategic themes that are common across the region. Ten ‘Strategic Development Themes’ that are common across the region have been identified, including product and experience development and supporting product/infrastructure opportunities. The key themes are illustrated in Figure 13 and explained in more detail in this section. The previous DMP identified the equine sector as a competitive economic strength of the region, however, there has been very little activation of equine tourism product. Public accessibility to the industry is predominantly limited to racecourses and equine events denoting the poor ‘standalone’ tourism potential of the industry. As such, equine products now sit broadly under the Events category. By comparison, the region’s cycling product is well established with large scope for further development and diversification and is a more suitable ‘standalone’ strategic theme.

FIGURE 13 SUMMARY OF STRATEGIC DEVELOPMENT THEMES GRVT STRATEGIC DEVELOPMENT THEMES Objective: Develop the Goulburn River Valley into a region with premier tourism assets and infrastructure Strengthen the existing product offer and deliver new product development opportunities

Provide the supporting product and infrastructure to enable product development and improve access to the region and its assets

1. Delivering strategic development opportunities and catalyst projects

7. Improving the regional accommodation offer

2. Accessing and utilising the region’s water and naturebased assets

8. Enhancing the food and dining offer

3. Supporting and delivering new events

9. Place making

4. Enhancing the cycling product offer and experience

10. Improving accessibility and transport infrastructure

5. Destination positioning

6. Defining new touring routes and experiences

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THEME 1: DELIVERING STRATEGIC DEVELOPMENT OPPORTUNITIES & CATALYST PROJECTS Realising strategic development opportunities and identifying new catalyst projects is a critical component of the Destination Management Plan. These types of projects have the potential to raise the profile of the region and deliver a new product, experience or visitor destination that have the potential to transform the existing offer. The types of projects identified within this theme include: •

New catalyst opportunities – including projects which are not currently offered in the region and have the potential to diversify the product and experience offer in the GRV region.

The development of strategic development sites or new development opportunities – delivering new product on strategic development sites which are underutilised or strategically located across the region, or the development of new product opportunities.

The development of existing product – such as the redevelopment of existing sites, products or destinations to improve or diversify the existing offer.

THEME 2: ACCESSING AND UTILISING THE REGION’S WATER AND NATURE BASED ASSETS A key strength of the GRV region is its nature based assets. In particular, a key asset that is underutilised in the region is its major waterways, such as the Goulburn River, the Nagambie Waterways and Lake Eildon. These nature based assets are critical to supporting new and existing adventure and nature based recreational experiences in the region. The types of projects identified in the DMP that improve access to the region’s water and nature based assets include: •

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Providing the necessary infrastructure to access key assets – with a particular focus on accessing water based assets, but also providing the infrastructure to fully access other significant nature based assets, such as

GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

National Parks and Forests, and unlocking nature based and adventure experiences. •

Providing water based experiences – including commercial operations to service water based tourism and access for private water based activities, such as fishing, boating, water skiing, canoeing, kayaking, swimming and houseboat accommodation.

Providing access to and capitalising on the region’s water and nature based assets is critical to the success of the Goulburn River Valley as a tourism region. THEME 3: SUPPORTING AND DELIVERING NEW EVENTS The GRV region has identified strengths in delivering events; ranging from major cross-regional events, to local events and regular local markets. It is important for the region and its destinations to support and build on the strength of its events programs and to provide new events which are linked to the identified strengths. The types of events that will support the development of the regional events offer include: •

New events which fill gaps in the events audit or events calendar – identified as part of the product audit and stakeholder consultation.

Events which align with and build upon destination strengths – building on the specific destination offer in key locations in the GRV and building on niche strengths, such as history and heritage, indigenous and motor sport.

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

THEME 4: SUPPORT AND GROW CYCLING PRODUCT The GRV region is one of Victoria’s premier cycling destinations, enjoying a highly developed product that still has significant growth potential. The GRV’s proximity to Melbourne provides an opportunity to further develop and reinforce the region’s cycling credentials through events, establishing new trails, extending and improving existing stock, and development of complementary businesses in food & beverage, cycle friendly accommodation, and bicycle repairs.


The types of projects identified in the DMP that support and grow cycling product include: •

Extending the Great Victorian Rail Trail to Eildon and Seymour;

Develop the Marysville/Buxton area as a cycling destination/hub;

Link Avenel & Nagambie to the Great Victoria Rail Trail;

Provide cycling infrastructure in the Strathbogie Ranges such as wayfinding and sealing of key roads;

Establish a Mountain Biking masterplan for Mount Major;

Dookie and Murchison rail trail extensions.

There is ample opportunity for further recognition and capitalisation of the diverse cycling product of the region, be it mountain bike trails, rail trails, or classic hill climbs and touring routes, the GRV region has the capacity to deliver high quality, tailored and diverse cycling product. THEME 5: DESTINATION POSITIONING The GRV region comprises a range of individual destinations that are often unique and significantly different to the region-wide offer. It is important that the DMP recognises this diversity and seeks to identify projects that build on the strengths of each key destination in the region. This theme seeks to support local initiatives that reflect the character, culture and strengths of the region’s towns. The types of product and initiatives that will assist in achieving this are generally centred on the marketing and promotion of a town’s assets or collection of assets. Examples include: •

Building on local strengths – promoting product in destinations that builds on unique local strengths, such as history and heritage, arts & culture, the retail offer, sports, RV friendly facilities etc.

Better recognising and promoting destinations – by aligning branding and marketing with the key strengths of a destination, such as motorsports in Broadford.

Recognising unique destinations within the GRV will allow towns to capitalise on unique products and create an identity that is recognisable to the visitor. This will create increased awareness and support for a destination based approach to promoting tourism in the GRV. THEME 6: DEFINING NEW TOURING ROUTES AND LINKAGES The GRV is a diverse region with a number of distinct product strengths. There exists an opportunity to draw together some of the strengths to define new touring routes in the region, which will complement or formalise existing routes, or provide new touring routes or linkages which can be packaged and promoted. Touring routes are often region wide, crossing sub-regional borders; providing the visitor with an opportunity to move around the region in a co-ordinated and efficient way, whilst moving visitation through key destination centres and businesses in the region. There are a number of touring routes or links that could be packaged to capitalise on the key strengths across the region, encompassing: •

Rail trails and township linkages;

History & heritage and military history;

Food, wine and local produce;

Cycling;

Nature and water based assets.

THEME 7: IMPROVING THE ACCOMMODATION OFFER The background research, product audit and consultation process has revealed that there is a critical need to improve the quality, quantity and type of accommodation in appropriate locations across the GRV region. Accommodation is generally a tourism product that is important in a support capacity to specific tourism products and experiences across the region. Iconic, unique or very high quality accommodation does, however, have the potential to transform a destination or region and drive further investment – becoming a tourism product and attraction in its own right.

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It is also important that the accommodation offer in the region reflects the expectations of key target markets in terms of its type and quality. This will support the product which is targeting these markets and improve perceptions of the region. Key improvements in the accommodation product offer are focussed on:

Increasing the overall supply of accommodation – particularly in locations where there is an identified shortfall;

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

Improving accommodation quality – providing an overall improvement in the standard of accommodation in the region by providing new accommodation and supporting existing providers in developing and enhancing their accommodation offer.

Whilst tourism product is critical in driving the visitor market in the GRV townships, it is important that it is supported by attractive, well planned and well maintained places, spaces and gateways. The sense of place is crucial in forming visitor perceptions and can be a key factor in repeat visitation. The place making theme seeks to provide initiatives and projects that will improve amenity, accessibility and streetscapes in destinations where it is required across the region. Key improvements to form part of the Place Making theme include:

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

THEME 9: PLACE MAKING

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

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

THEME 8: ENHANCING THE FOOD AND DINING OFFER

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

Utilising heritage buildings and underutilised sites for tourism product;

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

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

Improving and diversifying the accommodation offer in the region will have a significant impact on the quantity and type of visitors that can be attracted to the GRV region, and it will also provide the catalyst for further product and infrastructure development.

Improving the quality of the food and dining offer;

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

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GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

THEME 10: IMPROVING ACCESSIBILITY AND TRANSPORT INFRASTRUCTURE Providing accessibility and permeability across the region is important in both providing visitor access to the region and ensuring that visitors can navigate the region in an efficient and coherent manner. Improving the transport infrastructure can also provide new opportunities to townships, such as Nagambie where the recent bypass can unlock a new pedestrian friendly environment and streetscape in the town. Public transport to the northern and eastern parts of the region is limited with poor or slow rail and bus services. The region also has two airports, at Mangalore and Shepparton which have the


capacity to cater for light aircraft. initiatives are centred on:

Recommended transport projects and

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

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

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

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

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6. PRIORITY PROJECTS 6.1. OVERVIEW Priority projects are catalyst projects that provide game changing opportunities for tourism in the region. They are projects of regional significance that have the ability to garner improved regional or state-wide recognition. Whilst they may not have a direct impact on visitation in every destination across the GRV region, the increased profile of these projects will improve perceptions of the region and they will have indirect and flow-on impacts for a number of wider regional destinations. Priority projects will also: •

Attract investment and assist in delivering new/other tourism development opportunities;

Support the attraction of significant existing or new target markets;

Diversify the product or infrastructure offer; and

Improve awareness and perceptions of the region.

Twenty priority projects have been recommended, based on their ability to deliver the above criteria and their score in the Assessment Matrix. These projects present an opportunity to provide strategic weight, prioritise resources and focus public sector support on the projects that can transform the region. The following section provides a summary of each project by setting out: •

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

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

The project location or possible locations for the project;

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GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

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

The key stakeholders that would be involved in project delivery.

A summary of the twenty recommended Priority Projects is contained in Table 8, and the broad location of these projects are illustrated in Figure 14 (page 39).


TABLE 8 SUMMARY OF PRIORITY PROJECTS PROJECT

SUB-REGION(S)

LOCATION

1 Broadford State Motorcycle Sports Complex

Kilmore/Broadford

Broadford

2 Implementation of Seymour Flood Mitigation Project

Seymour and Surrounds

Seymour

3 Seymour Riverside Precinct

Seymour and Surrounds

Seymour

4 Food, Beverage and Creative Industry Precinct

Seymour and Surrounds

Seymour

5 Canopy Tour

Kinglake/Toolangi

Kinglake

6 Wellness Resort

Yea

8 Lake Eildon Waterfront Development Opportunities

Yea and Surrounds Alexandra and Eildon / Seymour and Surrounds / Yea and Surrounds Alexandra and Eildon

9 Eildon Pondage Development Opportunities

Alexandra and Eildon

Eildon

10 Marysville Spa and Wellness

Marysville and Lake Mountain

Marysville

11 Marysville Cycling Destination Development

Marysville and Lake Mountain

Marysville

12 Nagambie Streetscape & Connectivity Project

Nagambie and Surrounds

Nagambie

13 Euroa Seven Creeks Precinct

Euroa and the Strathbogie Ranges

Euroa

14 Mount Wombat Nature Conservation Reserve Walk

Euroa and the Strathbogie Ranges

Strathbogie Ranges

15 Rail Capacity and Frequency

Euroa and the Strathbogie Ranges / Shepparton and Surrounds

Euroa, Nagambie, Shepparton

16 Riverfront & Eastbank Lake Development Opportunities, Shepparton

Shepparton and Surrounds

Shepparton

17 Shepparton Branded Accommodation

Shepparton and Surrounds

Shepparton

18 RiverConnect

Shepparton and Surrounds

Shepparton and Mooroopna

19 Shepparton Sports and Events Centre

Shepparton and Surrounds

Shepparton

20 MOVE Museum of Vehicle Evolution

Shepparton and Surrounds

Shepparton

7 Great Victorian Rail Trail Expansion and Product Development

Seymour to Eildon Eildon

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REGIONAL PROJECTS GOULBURN RIVER VALLEY DESTINATION MANAGEMENT PLAN

»» Riverfront and Eastbank Lake Development Opportunities, Shepparton »» Branded Accommodation, Shepparton »» River Connect, Shepparton »» Shepparton Sports and Events Centre, Shepparton »» MOVE (Museum of Vehicle Evolution), Shepparton

»» Streetscape and Connectivity Project, Nagambie

REGIONAL PROJECTS »» Great Victorian Rail Trail Expansion and Product Development, GRV Region »» Rail Capacity and Frequency, Euroa, Nagambie and Shepparton

»» Seven Creeks Precinct, Euroa

»» Mount Wombat Nature Conservation Reserve Walk, Strathbogie Ranges »» Implementation of Seymour Levee, Seymour »» Riverside Precinct, Seymour »» Food, Beverage and Creative Industry Precinct, Seymour

»» Wellness Resort, Yea and Surrounds

»» State Motorcycle Sports Complex, Broadford

»» Lake Eildon Waterfront Development Opportunities, Eildon »» Eildon Pondage Development Opportunities, Eildon

»» Spa and Wellness Resort, Marysville »» Cycling Destination Development, Marysville »» Canopy Tour, Kinglake/Toolangi URBAN ENTERPRISE, 2017


6.2. PROJECT 1: BROADFORD STATE MOTORCYCLE SPORTS COMPLEX

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

Act as an economic catalyst for Broadford and the surrounding region by supporting the creation of employment and motorsport-related and other industries;

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

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

PROJECT OVERVIEW The Broadford State Motorcycle Sports Complex, owned by Motorcycle Victoria, is a major asset to Mitchell Shire and the wider GRV region. It provides a unique motorsports venue with the capacity and scope to deliver major events and major events visitation. The redevelopment and expansion of the Broadford State Motorcycle Sports Complex offers the opportunity to better capitalise on this unique asset and deliver facilities and events that will raise the profile of the facility, Broadford and the region. Key elements of the project include: •

The potential locating of a transfer station / resource recovery station adjacent to the site to provide the infrastructure to support expansion;

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

Feasibility analysis and masterplanning for track enlargement and related motorsports and commercial development is currently being undertaken; including examination of opportunities for visitor accommodation and enhanced retail/food and drink facilities.

RATIONALE

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

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

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

KEY STAKEHOLDERS •

Mitchell Shire Council; and

Motorcycle Victoria.

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

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

Provide an expanded track with the ability to host national level motorsports events and competitions; URBAN ENTERPRISE DEC - 17

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6.3. PROJECT 2: IMPLEMENTATION OF SEYMOUR FLOOD MITIGATION PROJECT PROJECT OVERVIEW Mitchell Shire is working on the delivery of the Seymour Flood Mitigation Project on the Goulburn River. The project is currently undergoing final design and feasibility work. The Flood Mitigation Project represents an exceptional opportunity to activate Seymour’s riverfront by utilising the levee alignment and offering enhanced access and development to parts of Seymour that are currently underdeveloped and constrained by flood risk-related planning controls.

LOCATION The size, scope and exact location of the riverside precinct would be determined by a design-led masterplan. ACTIONS •

Undertake land acquisitions and ensure cultural heritage and environmental assets are protected.

Undertake construction of the Seymour Flood Mitigation Project, to assist in flood prevention and to unlock riverside opportunities.

KEY STAKEHOLDERS

The project will also prove the opportunity to enhance the river as an nature based attraction, by protecting the habitat of certain wildlife.

Mitchell Shire Council

Regional Development Victoria and State Government

This project is crucial to the development of the Riverside Precinct in Seymour, which has the capacity to create a new visitor destination in the south west of the GRV region. Key elements of the project include:

Landowners in the precinct

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

Enable the development of significantly constrained areas within Seymour, including a Riverside Precinct.

Promote pedestrian linkages between the river and town centre.

RATIONALE Construct the Seymore Flood Levee to enable activation of the Riverside Precinct and enhancement of private land which is restricted due to flooding issues. Provide a new product and destination in the region; •

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Enable the development of the Seymour Riverside Precinct by reducing flood affected land along the riverside.

GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM


6.4. PROJECT 3: SEYMOUR RIVERSIDE PRECINCT

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

PROJECT OVERVIEW

Attract key target markets, such as the socially/culturally aware sector and increase the length of stay in Seymour, both as a stopover and overnight destination; and

Improve perceptions of Seymour and raise its profile as a visitor destination.

The delivery of a Riverside Precinct in Seymour is dependent on the ability to deliver the Seymour Flood Mitigation Project on the Goulburn River. This project is critical to the transformation of the Riverside Precinct in Seymour, which could provide a new visitor destination in the south west of the GRV region. Key elements of the project include: •

Flood Mitigation Project on the Goulburn River to protect Seymour’s riverside from a flood of 1 in 100 year magnitude;

The development of a riverside precinct which could provide: •

Riverside dining and cafes;

Commercial/retail opportunities;

Visitor accommodation;

Formal and informal public open space provision;

Improved parking and access; and

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

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

Restoration of the river’s natural habitat, protecting key environmental attributes, including the protection certain wildlife. This will benefit both the environment and visitors to the river.

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

Provide a new product and destination in the region;

Unlock access to the Goulburn River, which is underutilised both in Seymour and across the region, supporting river-based and nature-based activities;

LOCATION The size, scope and exact location of the riverside precinct would be determined by a design-led masterplan. ACTIONS •

Undertake construction of the Seymour Flood Mitigation Project, to assist in flood prevention and to unlock riverside opportunities.

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

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

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

KEY STAKEHOLDERS •

Mitchell Shire Council

Regional Development Victoria and State Government

Landowners in the precinct

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6.5. PROJECT 4: FOOD, BEVERAGE AND CREATIVE INDUSTRY PRECINCT IN SEYMOUR PROJECT OVERVIEW The establishment of a food, beverage and creative industries precinct in Seymour. The project will utilise the existing industrial buildings and repurpose the space with potential for creative industries, similar to ‘The Mill’ in Castlemaine. The project is complementary to the forthcoming implementation of the Riverside Precinct in Seymour and will help drive visitation to the town. RATIONALE The establishment of a creative industries hub in Seymour would align with the aims of the region and the DMP. The hub will: •

Provide a new product and destination in the region;

Establish a commercial hub for the creative industry in Seymour.

Utilize existing industrial buildings for contemporary manufacturing.

Attract key target markets, such as the socially/culturally aware sector and increase the length of stay in Seymour, both as a stopover and overnight destination; and

Improve perceptions of Seymour and raise its profile as a visitor destination.

LOCATION Possible locations could include Anzac Avenue or in close proximity to Vietnam Veterans Commemorative Walk. ACTIONS •

Undertake rezoning in accordance with the Seymour Structure Plan recommendation to allow for increased diversity of uses and potential for food, beverage and creative industries;

Work with nearby landowners and businesses to promote the opportunity;

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GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

Develop branding and position the precinct to attract artisanal foods and boutique creative industries.

KEY STAKEHOLDERS •

Mitchell Shire Council

Regional Development Victoria and State Government

Landowners and businesses in the industrial precinct


6.6. PROJECT 5: KINGLAKE RANGES CANOPY TOUR

LOCATION

PROJECT OVERVIEW

The Toolangi Forest and Kinglake. A feasibility study may be required to understand potential route of prospective canopy tours, which would be based on an assessment of previous proposals.

Two new tree top experiences are currently under consideration in the region. One at Kinglake and one at Toolangi thanks to renewed support by investors. The project concepts may include: •

A guided canopy tour and ‘tree top’ experience, combining adventure with education and the opportunity to learn about the local environment and history.

ACTIONS •

Facilitate investment from the private sector.

Be a conduit between investor and public land managers.

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

KEY STAKEHOLDERS

A tour base at the Toolangi Forest Discovery Centre, which could shuttle groups to the forest and remove traffic and parking requirements from the forest itself.

Murrindindi Shire Council;

Parks Victoria;

Private Sector Partners; and

Department of Land, Water and Planning.

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

RATIONALE The Canopy Tours will increase opportunity to access the natural beauty of the region and provide a catalyst nature based activity that fits with the strategic aims of GRVT and the DMP. In particular, they will: •

Deliver a catalyst project and potential game changer that will drive new visitation and potentially deliver new investment, similar to the Otway Fly which now employs 60 seasonal staff and caters for significant year round visitation.

Provide increased nature-based activity in the region, with the ability to raise awareness and change perceptions of the nature based offer.

Transform a natural forest asset into a unique, environmentally sensitive nature based activity.

Complement the nature-based and adventure offer in Murrindindi Shire. URBAN ENTERPRISE DEC - 17

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6.7. PROJECT 6: YEA AND SURROUNDS WELLNESS RESORT PROJECT OVERVIEW The historic township of Yea is situated at a nexus of regional products within a lush pastoral district boasting scenic views of undulating countryside from the banks of the Yea River. In terms of tourism product and natural assets, Yea is continuing to develop a diversity of product, building on existing infrastructure and proximity to Melbourne. The product audit reveals a wealth of natural assets in the area which provide a major draw for visitors and an opportunity to develop Yea as a sub-regional hub boasting quality local produce and contemporary dining options. A large wellness resort facility has the potential to provide the type of additional product that can drive longer visitation and new visitors to Yea while supporting the growth of complementary product in the town. •

The proximity of Yea to Melbourne provides an opportunity to attract a large wellness resort which leverages from the natural beauty and amenity in the hills and rivers around Yea

Offer a health and wellness product, focussed on relaxation and wellbeing – including treatments, massage, reflexology and packages etc.

Contain ancillary resort type/self-contained accommodation catering for families and couples and provide on-site food/dining and commercial opportunities.

RATIONALE A wellness resort offer would align with the aims of the DMP in terms of: •

Introducing a significant new product to the sub-region that is unique in terms of the existing product offer, providing a catalyst for new visitation to Yea and the surround south east of the GRV region;

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

Leverage off the region’s spring water and mineral spring assets;

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GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

Attracting key target markets, including families, socially aware and international visitors and increasing the length of stay and increasing visitation yield.

Raising awareness and perceptions of the region/destination.

LOCATION A review of potential sites for a facility should be undertaken as part of a preliminary feasibility study. It is important that the facility would be within a natural setting, preferably with vistas encapsulating the surrounding natural environment. The hills surrounding Yea would provide a suitable setting for the opportunity. ACTIONS •

Undertake a scoping and feasibility study to define the demand, size and scale, cost implications and funding opportunities for a facility.

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

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

Consider assisting investors with development incentives, including business advice and support, rates relief, business leases and public land purchases and the use of public land/buildings to encourage investment.

Implement the project in line with the approved masterplan.

KEY STAKEHOLDERS •

Murrindindi Shire Council;

Regional Development Victoria;

State Government; and

Private developers.


6.8. PROJECT 7: GREAT VICTORIAN RAIL TRAIL EXPANSION AND PRODUCT DEVELOPMENT

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

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

PROJECT OVERVIEW In 2012, the Great Victorian Rail Trail was opened as the longest rail trail in Victoria and Australia’s longest continuous rail trail, after securing a $14.2 million project investment from local, state and federal government partnerships. It has been a hugely successful project that has raised the profile of the GRV region and provided cross region product that can rival other regionally significant trails. There are significant opportunities to leverage from and build product along the rail trail, especially as patronage continues to increase. The project focuses on continued expansion and development of infrastructure and product that leverages off the existing trail, including: •

Extension of the trail from Alexandra to Eildon, and Tallarook to Seymour;

Individual product development and accommodation opportunities linked to the trail (individual product opportunities are set out in the sub-region Destination Development Opportunities); and

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

Undertake a concept plan and feasibility study and product opportunities study to understand cost implications, benefits, funding opportunities and key constraints which frame the expansion and identify specific investment opportunities along the length of the trail. It’s important o note that the Alexandra to Eildon Rail Trail extension has completed a feasibility and concept including a preferred route and estimate costings.

Undertake a preferred line of route assessment to identify a possible alignment and to undertake preliminary design on a preferred line of route for Seymour-Tallarook and Eildon-Alexandra.

Staged implementation of the project. Linking the rail trail extension with the Great Victorian Rail Trail and providing appropriate signage, promotional material and route planning.

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

RATIONALE An extension of the Great Victorian Rail Trail and product development would align with the aims of the DMP in:

KEY STAKEHOLDERS

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

Murrindindi Shire Council;

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

Mitchell Shire Council;

Regional Development Victoria; and

Aligning with emerging policy, including the Draft Hume Region Significant Trails Strategy (2013) which identifies the extensions as high or medium priorities;

State and Federal Government.

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6.9. PROJECT 8: LAKE EILDON WATERFRONT DEVELOPMENT OPPORTUNITIES

LOCATION

PROJECT OVERVIEW

ACTIONS

Explore opportunities for a high quality conference and resort development, including high quality visitor accommodation and business/conferencing facilities. This type of development in Eildon would have a transformational effect on Eildon and the wider regional offer.

Identify other potential development sites on the waterfront.

Engage with key landowners and operators to understand opportunities.

Prepare a development prospectus to seek to attract a new private sector developer to invest in the site/proposals.

There also exists an opportunity to investigate the potential to deliver waterfront development opportunities on Lake Eildon in locations such as Jerusalem Creek Marina and Lake Eildon Marina. Commercial opportunities in these locations could include accommodation, retail and waterfront dining.

Prepare a masterplan to understand development opportunities and infrastructure requirements.

Consider assisting investors with development incentives, including support in the approvals and consent processes and the use of public assets to enhance the potential viability of the proposal.

Identify funding partners and potential funding streams with the potential to assist private development proposals.

Support the development processes and the project implementation.

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

Eildon Waterfront including existing marinas and waterways.

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

Complement new conference facilities and enhancing the reputation of the area as a high quality business and conferencing destination.

Murrindindi Shire Council;

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

Regional Development Victoria;

Goulburn Murray Water; and

Better utilise Eildon’s prime waterfront locations.

State and Federal Government.

Diversify and improving the quality of the accommodation / food and drink and Nature Based Activity offer.

Provide development opportunities that have the potential to transform Eildon as a destination.

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KEY STAKEHOLDERS


6.10. PROJECT 9: EILDON PONDAGE DEVELOPMENT OPPORTUNITIES

Prepare a masterplan to understand development opportunities and infrastructure requirements.

Consider assisting investors with development incentives, including support in the approvals and consent processes and the use of public assets to enhance the potential viability of the proposal.

Support the development processes and the project implementation.

PROJECT OVERVIEW There is a significant opportunity to develop the Goulburn Murray Water land at Eildon’s upper pondage for establishment of commercial and visitor activities diversifying the area’s offer. This type of development in Eildon would have a transformational effect on the township, activating the waterfront and helping to drive visitation. This will greatly improve Eildon Township and provide it with a waterfront experience.

KEY STAKEHOLDERS •

Murrindindi Shire Council;

Regional Development Victoria;

Goulburn Murray Water; and

State and Federal Government.

RATIONALE Activation of the pondage will assist in providing a waterfront commercial precinct within Eildon township. •

Raising the profile and perceptions of Eildon, transforming the offer and attracting high yield visitors.

Better utilising Eildon’s prime waterfront locations.

Pursuing opportunities to improve access for fishing and provide beginner/family friendly water activities on the upper pondage.

LOCATION Eildon Township, Upper Pondage. ACTIONS •

Identify potential development sites on the pondage.

Engage with key landowners and operators to understand opportunities.

Prepare a development prospectus to seek to attract a new private sector developer to invest in the site/proposals. URBAN ENTERPRISE DEC - 17

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6.11. PROJECT 10: MARYSVILLE SPA AND WELLNESS BATHHOUSE

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

Attracting key target markets, including families, socially aware and international visitors and increasing the length of stay and increasing visitation yield.

PROJECT OVERVIEW In terms of its tourism product and natural assets, Marysville is continuing to develop to pre-bushfire levels. The product audit reveals a wealth of natural assets in the area which are a major draw for visitors. However, in order to develop Marysville as a major destination, it is important to provide a critical mass of product that can differentiate it from competing nature based destinations. A spa and wellness facility has the potential to provide the type of additional product that can drive longer stays and attract new visitors in its own right. The project would provide a spa and wellness facility, similar to the Mornington Peninsula Hot Springs and Hanmer Springs in New Zealand. The facility will:

LOCATION A review of potential sites for a facility should be undertaken as part of a preliminary feasibility study. It is important that the facility is established within a natural setting, preferably with vistas encapsulating the surrounding natural environment. ACTIONS •

Undertake a scoping and feasibility study to define the demand, size and scale, cost implications and funding opportunities for a facility.

Provide an outdoor spa and bathing product that is in a wildlife/natural setting, preferably with vistas of the surrounding forests and landscapes;

Offer a health and wellness product, focussed on relaxation and wellbeing – including treatments, massage, reflexology and packages;

Undertake a location assessment to identify potential sites for the facility within Marysville township.

Be open to the public, family oriented and affordable; not servicing high income visitation only (i.e. Daylesford); and

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

Contain ancillary resort type/self-contained accommodation catering for families and couples and provide on-site food/dining and commercial opportunities.

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

Consider assisting investors with development incentives, including business advice and support, rates relief, business leases and public land purchases and the use of public land/buildings to encourage investment.

RATIONALE

Implement the project in line with the approved masterplan.

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

KEY STAKEHOLDERS

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Introducing a new product to the region that is unique in terms of the existing product offer, providing a catalyst for new visitation to Murrindindi and the south east of the region; Aligning with the nature based product of the area and building a critical mass of product at the destination; GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

Murrindindi Shire Council;

Regional Development Victoria;

State Government; and

Private developers.


6.12. PROJECT 11: MARYSVILLE CYCLING DESTINATION DEVELOPMENT

The Lake Mountain to Marysville trail will be one of the longest gravity trails in Australia when complete;

The Marysville and Buxton area is a popular cycling area with bike clubs and weekend cyclists.

PROJECT OVERVIEW There is a regional focus across Murrindindi for improving existing cycling product, whilst also developing new tracks and trails to strengthen the region as a cycling destination.

LOCATION

There is a significant range of cycling investment opportunities that could be implemented in the Marysville/Buxton/Lake Mountain area, with Marysville servicing as the region’s cycling hub. The product audit reveals an excellent opportunity to develop a cycling destination strategy in Marysville to capitalise on the existing cycling product. Initiatives to be explored include:

ACTIONS

Marysville and surrounds.

Seek funding partners to establish a cycling masterplan for Marysville and surrounds.

Prepare a brief for the project and seek to appoint a suitably qualified consultant to prepare a masterplan for the region; Implement projects in line with the approved masterplan.

Completion of Lake Mountain to Marysville Mountain Bike Trail (Cascades Trail) and expansion of the Lake Mountain trail network;

Shuttle bus services from Marysville to Lake Mountain;

Bike hub in Marysville town centre, with supporting infrastructure, bike hire and services;

KEY STAKEHOLDERS

Ongoing improvements and expansion of Buxton Mountain Bike Park;

Improved signage/wayfinding for cyclists;

Bike friendly accommodation;

Information and maps;

Safe road cycling initiatives, particularly on the Lake Mountain Climb from Marysville.

Murrindindi Shire Council;

Regional Development Victoria;

State Government;

Private developers; and

Cycling Victoria.

RATIONALE Marysville and the Lake Mountain area have excellent cycling credentials and further investment is proposed which will enhance Marysville as a cycling destination. •

The region boasts one of the closest Category 1 climbs to Melbourne; URBAN ENTERPRISE DEC - 17

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6.13. PROJECT 12: NAGAMBIE STREETSCAPE & CONNECTIVITY PROJECT PROJECT OVERVIEW Nagambie is continuing to develop its status as a holiday and leisure tourism destination with commercial boating and tour operations on the waterways and established wineries within close proximity to the town. There is an opportunity to capitalise on the growth in visitation through streetscape beautification and improvements in connectivity to improve the appeal of the town to both daytrip and overnight visitors. The key elements of this project could include: •

Supporting the funding and redevelopment of the Nagambie streetscape (Main Street); and

Improving connectivity between High Street and Regatta Centre in Nagambie.

RATIONALE Streetscape and connectivity improvements will have a significant impact on the town and align with the strategic aims of GRVT and the DMP. In particular, it will: •

Provide a more attractive visitor destination and stopover location.

Improve perceptions of the town and encourage visitors to stay longer.

Provide important connectivity between key assets.

LOCATION Nagambie Main Street, High Street, and Regatta Centre. ACTIONS •

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Identify funding partners and potential funding streams to assist in delivering development proposals. GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

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

KEY STAKEHOLDERS •

Strathbogie Shire Council;

State Government;

Private sector


6.14. PROJECT 13: EUROA SEVEN CREEKS PRECINCT

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

Deliver important formal visitor information services that address an identified gap in the east of the GRV region.

PROJECT OVERVIEW Euroa presents a major opportunity to develop as a tourism destination in the east of the region that can capitalise on east-west and north-south access routes. Seven Creeks Park provides an opportunity to create a tourism destination in Euroa, attracting both daytrip and overnight visitors. The key elements of this project could include: •

A tourist café and formal accredited Visitor Information Centre (VIC) on Seven Creeks Park, adjacent to Kirkland Avenue in Euroa, providing attractive facilities in a natural setting that encourages an increased volume of passing visitation to stop in Euroa;

The development of walking tracks and trails along Seven Creeks that link into key assets in the town, such as the Memorial Oval and surrounding mountain bike trails;

Self-contained accommodation within the parkland;

A sculpture tour throughout the parkland;

Heritage interpretation providing detailed information relating the areas First Peoples in consultation/partnership with Taungurung Clan.

RATIONALE

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

Update the masterplan for the Seven Creeks Park focusing on tourism opportunities both on land within and adjoined to the park, identifying issues, development opportunities, infrastructure requirements and the siting of a proposed VIC / café, self-contained accommodation options, walking tracks and a sculpture trail;

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

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

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

The development of the Seven Creeks Park in Euroa will have a significant impact on the town and align with the strategic aims of GRVT and the DMP. In particular, it will:

KEY STAKEHOLDERS •

Strathbogie Shire Council;

Deliver a catalyst project that could support transformational change in Euroa and attract significant new investment.

State Government;

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

Catchment management authority;

Private developers;

Friends of Seven Creeks; and

Taungurung Clan.

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6.15. PROJECT 14: MOUNT WOMBAT NATURE CONSERVATION RESERVE WALK, STRATHBOGIE

ACTIONS •

Develop a masterplan for the great loop walk focusing on tourism opportunities and identifying issues, opportunities, and associated infrastructure requirements.

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

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

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

PROJECT OVERVIEW A game changing opportunity exists to formalise and connect the attractions of the Mount Wombat Nature Conservation Reserve through the establishment of an iconic loop walk. The key elements of this project could include: •

Working with Parks Victoria to establish one of Victoria’s great loop walks through the Strathbogie Ranges.

Utilising existing trails and connect along existing forest tracks and low use municipal roads that are well maintained with appropriate directional signage.

Walking Loop to connect local attractions such as Polly McQuinns, Gooram Falls, Mount Wombat, Seven Creeks Wildlife Reserve etc.

Implement improvements to visitor facilities such as provision of drinking water and toilets at key locations.

KEY STAKEHOLDERS •

Strathbogie Shire Council;

State Government;

Parks Victoria

RATIONALE The development of the Mount Wombat Nature Conservation Reserve Walk will have a significant impact on the Strathbogie Ranges. In particular, it will: •

Integrate the area’s existing nature based assets into a single coherent product for the region.

Leverage off existing visitation to the area’s nature based assets.

LOCATION Mount Wombat Nature Conservation Reserve, Strathbogie Ranges. Mt Wombat, Strathbogie Ranges

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6.16. PROJECT 15: RAIL CAPACITY & FREQUENCY

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

PROJECT OVERVIEW

Improving perceptions of the region and attracting new investment; and

Supporting the delivery of major tourism opportunities in the north of the region, such as the Stand Alone Shepparton Art Museum.

A) Capacity, Frequency and Speed of Services The capacity and frequency of rail service in the north of the GRV region is a significant issue, both for local and tourist travel. A lack of capacity and frequency of services to Euroa, Nagambie, Shepparton and Seymour is a critical issue in servicing day visitors, visitors without access to a car and major events. In the longer term, High Speed Rail proposals between Brisbane and Melbourne have the potential to deviate through the region, and particularly through Shepparton, which could revolutionise regional travel and vastly reduce travel times between Shepparton and Melbourne.

Investigating tourist rail proposals could better link complementary product in the region, such as history and heritage, and food wine and equine. This could provide a unique visitor experience as well as opportunities to link to existing or deliver new touring routes, trails and experience packages. ACTIONS •

Continue to support the upgrade of rail services and infrastructure as a key funding and lobbying priority in the short term to ensure that momentum is not lost, and the project is pursued with relevant State and Federal Government Departments. Also, ensure that the region is represented and promoted in any High Speed Rail proposals that have the potential to link Seymour and Shepparton with Sydney and Melbourne.

Undertake a feasibility study to understand the opportunity to operate tourist rail carriages between Seymour and Shepparton, Nagambie and Euroa – building on existing carriages housed in Seymour.

B) Tourist Rail In conjunction with the need to deliver better capacity and frequency in passenger rail, there may be an opportunity to understand the feasibility of a tourist carriage/carriages that link product in the region and deliver passengers from Melbourne, between Shepparton, Seymour and Euroa; for example: •

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

Military history / heritage attractions and rolling stock between Shepparton, Seymour, Avenel and Euroa.

KEY STAKEHOLDERS •

Greater Shepparton City Council;

RATIONALE

Strathbogie Shire;

Improved rail services have the potential to transform visitor travel to the region and attract new investment. This supports the strategic aims of the DMP in:

Seymour Heritage Rail Centre; and

Public Transport Victoria / VLine.

Improving accessibility to the region and encouraging increased visitation by new markets;

Aligning with strategic policy and community / stakeholder views;

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6.17. PROJECT 16: RIVERFRONT & EASTBANK LAKE DEVELOPMENT OPPORTUNITIES, SHEPPARTON

LOCATION

PROJECT OVERVIEW

ACTIONS

The Eastbank Lake project is a new stormwater harvesting and reuse system for Shepparton. When completed, it will provide Shepparton with a new, attractive, community focussed area on a section of the Goulburn River.

Finalise documentation for the project;

Seek funding partners;

Support development processes and the project delivery.

By using treated stormwater to irrigate local parks and gardens, the project will inject new life into the area. It will also connect the local CBD to the Goulburn River making it a sought after destination for both locals and tourists. Firstly, a new memorial viewing deck will be constructed. It will connect the existing War Memorial to the Eastbank Lake via a cantilevered structure that hangs over the existing Goulburn River anabranch. A boardwalk and turtle viewing deck will also be built. It will give local users of the Eastbank precinct access to the edge of the Goulburn River and the waterway’s native fauna.

Eastbank, Shepparton

KEY STAKEHOLDERS •

Greater Shepparton City Council;

State and Federal Government;

Goulburn Murray Water;

Catchment Management Authority.

RATIONALE Realising the potential of the Goulburn River is a major opportunity for Shepparton. It will release a number of nature based activities that fit with the strategic aims of GRVT and the DMP. In particular, it will: •

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

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

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

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

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

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Concept for Eastbank Lake, Shepparton


6.18. PROJECT 17: SHEPPARTON BRANDED ACCOMMODATION PROJECT OVERVIEW Shepparton is the GRV region’s primary regional centre, which attracts over a third of all visitors to the region each year. It is also a major regional hub for business, conferences and events and often relies on destinations such as Tatura and Nagambie to accommodate overspill in its capacity during major business, sports or annual events. The accommodation audit reveals a gap in the premium quality accommodation market, which would cater for business and high yielding visitors. The key elements of this project would include: •

A 4 star+ hotel establishment of international quality, that provides a recognisable brand for high yielding, international and business visitors;

A minimum of 100 rooms;

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

A location in close proximity to the CBD core and major venues such as the Eastbank Centre and preferably in a location that can capitalise on vantage points and aspects that encapsulate views of the Goulburn River.

The facility would generate demand from the weekday conference and business delegate sector, visitors to major regional events and high earning weekend holiday and leisure tourists. RATIONALE A major hotel development would be a catalyst to support the development of Shepparton. It would: •

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

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

Provide a strong support role to the development of SAM;

Support major events in the region; and

Diversify the accommodation offer and provide quality and choice.

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

Undertake a location assessment to identify appropriate sites for development.

Secure/acquire a site for the development.

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

Consider providing development incentives to secure an appropriate operator, such as rates relief, business leases and the use of / incentivised sale of public land.

Support development processes and the project delivery.

KEY STAKEHOLDERS •

Greater Shepparton City Council;

Private hotel operators; and

Private investors.

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6.19. PROJECT 18: RIVERCONNECT, SHEPPARTON

Offering better waterfront experiences through improved connectivity with tracks, trails, and rest areas that link key products and experiences.

PROJECT OVERVIEW

Increase water activities/businesses including boating, kayaking, canoeing and fishing.

Promote nature based accommodation.

Acknowledge the Goulburn and Broken rivers as the heart and soul of the community.

RiverConnect will establish greater active travel linkages and trails between the cities of Shepparton and Mooroopna that improve intercity connectedness and provide an easy invitation to utilise the natural assets of the Goulburn and Broken Rivers; in line with the adopted RiverConnect Strategic Plan 2017-2022. The RiverConnect Strategic Plan 2017-2022 was developed in conjunction with the community through extensive engagement. It was endorsed by RiverConnect Partners and adopted by Greater Shepparton City Council in June 2017. In particular, the Yanha Gurtji trail development will further connect, unlock and develop a cluster of indigenous product. This would include leveraging the SAM development, highlighting the connections and indigenous product at the Australian Botanic Gardens, creating further opportunities to utilise the indigenous Flats walk, developing and diversifying Kidstown (food hub, Connection indigenous café, future educational and indigenous program opportunities), linkage to Eastbank Lake project and Eastbank Riverlinks and cultural precinct development and to the CBD and Aboriginal Street Art. The project includes: •

New and formalised active travel linkages;

Increase of community infrastructure (benches, bridges, etc.)

Links to complementary city assets; and

New points of access to rivers and forest.

RATIONALE Connecting the people of Shepparton and Mooroopna with the rivers and wetlands of the Goulburn and Broken rivers to help nurture the community’s respect for, use and love of the rivers and wetlands in line with the RiverConnect Strategic Plan.

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LOCATION The RiverConnect area covers the river frontages and forest floodplains adjacent to the Shepparton – Mooroopna urban zones ACTIONS •

Implement strategic and master plan focusing on having a stronger tourism lens on Riverconnect initiatives;

Develop drawings for key initiatives;

Identify funding partners and potential funding streams from Federal or State Government.

Support development processes and the project delivery.

KEY STAKEHOLDERS •

Greater Shepparton City Council;

State and Federal Government;

Goulburn Murray Water;

Catchment Management Authority.

Parks Victoria


6.20. PROJECT 19: GREATER SHEPPARTON SPORTS AND EVENTS CENTRE PROJECT OVERVIEW There is a strategic development opportunity to upgrade and redevelop the Shepparton Regional Sports Precinct.

ACTIONS •

Identify funding partner and potential funding streams

Lobby federal and state governments and appropriate bodies for funding;

Access grant funding;

Deliver project;

Support development processes and the project delivery.

Four new multi-purpose courts’;

3000 seat grandstand and show court;

Sports house;

Greater Shepparton City Council; and

Squash courts,

State and Federal Government.

Multi-purpose space for major events and entertainment; and

Increase uptake of sporting and entertainment events participation.

KEY STAKEHOLDERS

RATIONALE The upgrade and further development of facilities at the regional sports and events centre will continue the development of Greater Shepparton as the regional sporting capital of Victoria. This will continue to drive visitation through sporting participation and spectatorship as well as providing a large entertainment facility for touring acts. In particular, it will: •

Increase uptake of sporting and entertainment events participation.

Aligning with the key objectives of Greater Shepparton City Council.

Continuing to support visitation from key target markets, such as families and sporting organisations.

LOCATION

Shepparton Sports and Events Centre Concept

Location at Shepparton Sport’s City to be considered.

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6.21. PROJECT 20: MUSEUM OF VEHICLE EVOLUTION [MOVE], SHEPPARTON

ACTIONS •

Seek funding from State and Federal Government to support the project, utilising the recently prepared business case.

PROJECT OVERVIEW

Develop plans for the proposal;

The Museum of Vehicle Evolution will be an expansion of the Shepparton Motor Museum to include a large truck and transport museum.

Following confirmation of funding, tender out construction of the facility.

The Museum will showcase the Goulburn Valley’s rich history and heritage centred on trucking, transport and agriculture through a mix of interactive multimedia and fixed displays along with curated exhibitions depicting the settlement, growth and establishment of the Goulburn Valley as a major national transport hub and one of the nation’s leading food bowls. The Museum will also include a dedicated outdoor and undercover event space. The large covered space will be utilised for regular events that are associated with the Museum offering, and other events of local and regional significance. RATIONALE •

Celebrate the establishment of the trucking industry in Shepparton, including the people, families and companies that built the industry;

Address the need to gather, curate and display the large number of collectible, classic and heritage trucks locally owned;

Provide a focal point for the trucking industry in Shepparton, one of Australia’s most significant regional transport hubs;

Promote and engage audiences with the emergence of the region as one of Australia’s leading food bowls incorporating migration, manufacturing and rich provenance;

LOCATION Emerald Bank

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KEY STAKEHOLDERS •

Shepparton Motor Museum;

Shepparton Truck and Transport Museum;

Transport industry; and

Greater Shepparton City Council.


7. DESTINATION DEVELOPMENT OPPORTUNITIES 7.1. INTRODUCTION The following section provides analysis of the product development opportunities that have been recommended to enhance the tourism product offer and build on the existing assets across destinations in the GRV region. These opportunities build on the priority projects and have been divided by sub-region, in order to understand the suite of opportunities that have been recommended in each distinctive destination. In particular, this section provides: •

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

The project location; and

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

The identified opportunities at a sub-regional and destination level seek to provide the product to lift the visitor offer in the region to the next level, based around unlocking products and experiences (such as water based access), developing new experiences (i.e. a spa and wellness offer), building on existing strengths (such as events) and capitalising on underutilised assets (such as cycling product). To support this, destinations must address issues around the supporting product they provide, by improving the supply and quality of the accommodation offer and providing supporting consumer product to match target market need. Infrastructure and amenity issues, such as accessibility, township perceptions and streetscapes also provide an opportunity to better promote and access the region.

An illustration of how the individual product development opportunities can collectively support a wider tourism node, regional and sub-regional development is demonstrated below.

Delivering Individual Product Development Opportunities

Tourism Node and Destination Development

Sub Regional and Regional Development

This section of the DMP will seek to define how sub-regional clusters and individual destinations in the region should be developed, in terms of their product offer, experience development and identity. The following section addresses cross-regional projects and the positioning of the GRV region in a wider promotional context. Figure 15 (overleaf) illustrates the key visitor nodes and destinations in the GRV region, and provides context for the discussion of destination development opportunities in each sub-region.

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Major visitor destination and/or sub-regional centre Goulburn River

SigniďŹ cant sub-regional visitor node DOOKIE

SHEPPARTON

Sub-regional destination

SHEPPARTON EAST KIALLA TATURA

Goulburn River

MURCHISON VIOLET TOWN

Goulburn Weir

Heathcote-Graytown National Park

EUROA

Lake Nagambie

NAGAMBIE LONGWOOD Tahbilk Wetlands

Mt. Wombat Flora and Fauna Reserve Polly McQuinns / Seven Creeks

AVENEL

PUCKAPUNYAL

SEYMOUR

TOOBOORAC

YARCK

TALLAROOK

Tallarook State Forest

Goulburn River

Lake Eildon Yea Wetlands

BROADFORD

ALEXANDRA

YEA EILDON

Lake Eildon National Park

KILMORE

Kinglake National Park WALLAN

Black Range State Forest

Cathedral Range State Park

Mt. Disapointment Murrindindi Scenic Reserve

KINGLAKE

Toolangi State Forest TOOLANGI

BUXTON

Lake Mountain

MARYSVILLE

North


7.2. KILMORE / BROADFORD The Kilmore / Broadford sub-region lies approximately 45 minutes from Melbourne’s CBD and includes the growth corridor of Wallan / Beveridge. It is not traditionally recognised as a primary tourism or visitor destination; however, it services an important VFR market and has a large population base which is on the periphery of the metropolitan area. Key to improving the profile and existing visitation to the region is the need to leverage from, improve and develop existing assets across the sub-region, such as the state significant Broadford State Motorcycle Sports Complex and the heritage assets of its townships.

Table 9 (overleaf) provides a summary of the key opportunities identified for the Kilmore / Broadford sub-region.

The premier opportunity in the sub-region is the redevelopment of the Broadford State Motorcycle Sports Complex. There are opportunities in Broadford for additional projects to support this growth and capitalise on the opportunities that may arise, in terms of branding, accommodation and supporting product and services. These can better leverage from events and motorcycle visitation; capturing visitors which currently undertake daytrips only or low yield overnight options, such as camping; by improving the diversity and quality of accommodation and dining options. Kilmore has the opportunity to deliver destination positioning and place making projects that capitalise on both its heritage streetscape and the proposed Kilmore bypass. These types of projects will increase the attractiveness of Kilmore as a stopover destination, attracting new investment and improve perceptions of the town. Other opportunities, such as supporting a major new event, building on the previous success of events such as Kilmore Celtic Festival, and establishing new events, or further developing the Kilmore racecourse will also provide realistic product goals that will, over time, begin to develop the product offer in the sub-region.

Broadford State Motorcycle Sports Complex

Wallan and Beveridge are part of a major growth corridor to the north of Melbourne’s Urban Growth Boundary, which is accommodating significant population drift. It will continue to be a major source of visitor markets, such as the VFR Market, as the population continues to grow. It is also home to Kelly House in Beveridge.

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TABLE 9 KILMORE / BROADFORD: PROJECT DESCRIPTION AND RATIONALE PROJECT

LOCATION

THEME

PROJECT DESCRIPTION

STRATEGIC RATIONALE

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

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

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

- Increasing events potential at the venue.

- Infrastructure improvements necessary to support the development.

- Growing International Events

Priority Projects

KB1: Broadford State Motorcycle Sports Complex

Broadford

Strategic Development Opportunity

- Supporting Broadford as a premier motor sports venue and township.

Tier 2 Projects

KB2: Kilmore Creek Development

Kilmore

Strategic Development Opportunity

Investigate opportunities and sites with development potential that front the Kilmore Creek, for the development of a new tourism precinct. Prepare a masterplan for the precinct that identifies key development sites and supports streetscape and creekfront improvements.

Promote Broadford as a motorcycle themed township by seeking to provide: KB3: Broadford Motorcycle Themed Township

Broadford

Destination Positioning

- Promotional material aligned with the State Motorcycle Sports Complex; - Themed interpretation and wayfinding; and - Motorsports themed public art and monuments.

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- Creating new development opportunities and the potential for a new waterfront precinct in Kilmore. - Unlocking a major underutilised asset. - Supporting place making initiatives and improving the general streetscape in Kilmore. - Identifying opportunities for new path connection and other visitor features and attractions within the creek corridor.

- Raising awareness of Broadford as a township and providing a stronger marketing and branding identity. - Building on the town’s premier visitor asset, providing mutually beneficial outcomes. - Attracting motorcycle themed investment, including the potential for a Motorcycle Museum.


KB4: Kilmore Racecourse Development

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

Equine

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

- Developing Kilmore Racecourse as a premier horse racing and entertainment precinct. - Developing the equine strengths of the region and improving racecourse facilities. - Providing potential synergies with a new equine event in the sub-region.

Develop accommodation to further utilise land next to the Racecourse - Transform the streetscape and deliver a pedestrian friendly town centre

KB5: Kilmore/Wallan Bypass

Kilmore

Infrastructure

Advocate for, and support the Victorian Government’s commitment for the construction of a bypass of Kilmore and Wallan.

- The bypass will also support investment in and the development of other key projects in Kilmore, including: - The potential development of the Kilmore Creek Precinct (Project KB2); - Restoration and reactivation of the heritage streetscape (Projects KB11 and KB12); - New food/ drink and accommodation product (Projects KB7 and KB9).

Tier 3 Projects

KB6: Self-contained Accommodation in Kilmore

KB7: Self-contained Accommodation in Broadford

Kilmore

Broadford

Accommodation

Provide boutique / small scale and medium scale selfcontained accommodation in Kilmore.

Accommodation

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

- Supporting the events programme and racecourse expansion, by providing increased accommodation capacity. - Diversifying the current accommodation offer and addressing gaps in the accommodation market. - Supporting the Broadford State Motorcycle Sports Complex expansion and potential increase in visitation. - Diversifying the current accommodation offer and addressing gaps in the accommodation market.

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KB8: Local Produce, Cellar Door or Artisans Store in Kilmore

KB9: Bistro-type Dining Offer in Broadford

KB10: Restoration of the Kilmore Heritage Streetscape

KB11: Kilmore Heritage Walk

KB12: Kilmore Events Programme

- Enhance the potential of the town (bypass and possible streetscape enhancements). Kilmore

Food and Dining

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

- Addressing a gap in the food and dining market in the subregion.

Broadford

Kilmore

Kilmore

Food and Dining

Place Making

Destination Positioning

Identify sites to promote a range of dining options, including a bistro-type dining establishment in Broadford. Promote extended opening hours on weekends and during key events.

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

Investigate the feasibility of a heritage walk in Kilmore, supported by signage and interpretation. Investigate the feasibility of attracting new events to Kilmore, building on existing events – recommended opportunities/gaps include:

Kilmore

Supporting Events

- An equine/racing event, linked to Kilmore Racecourse; or - A heritage themed event, building on the heritage assets and streetscape in Kilmore.

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

GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

- Diversifying the offer and providing the product to match need. - Addressing a gap in the food and dining market in the subregion. - Providing a product that matches the motorcycle visitation market profile. - Utilising a major underutilised asset in Kilmore. - Improving perceptions of the destination to visitors. - Supporting the delivery of a heritage walk (Project KB12). - Capitalising on bypass proposals and the restoration works project. - Improving perceptions of Kilmore and utilising its heritage assets.

- Building on existing events in Kilmore, such as the Kilmore Celtic Festival. - Developing Kilmore as a hub for events in the south west of the region/peri-urban area.


7.3. SEYMOUR AND SURROUNDS Seymour and Surrounds is serviced by effective highway and public transport infrastructure and approximately one hour from Melbourne. Seymour is a popular location for stopovers prior to reaching Melbourne from regional Victoria and interstate. The product profile of the sub region focuses on the history and heritage and in particular, the rich military and rail service history, such as the Seymour Railway Heritage Centre, the Army Tank Museum at Puckapunyal and the Vietnam Veterans Commemorative Walk. Seymour has the opportunity to align itself more robustly with these military strengths in terms of its branding and product alignment. The Seymour and Surrounds sub-region is emerging as a food and wine destination, as the product offer continues to develop. the sub-region is building on the strong food and wine strengths of Central Victoria, including the Heathcote region and destination wineries in Nagambie such as Mitchelton and Tahbilk.

Tallarook is a developing ‘boutique village’ in the region, which has major potential to leverage from the opening of the Great Victorian Rail Trail. The Great Victorian Rail Trail is rapidly becoming a premier visitor attraction in the region and a major biking route, which can be expanded and developed in terms of its product, to cater for increased visitation and use. Tooborac is an emerging food and beverage short stay destination. The area is capitalising on the established wine producing brand of Heathcote, with tourism operators aligning themselves with the Heathcote region. Notable food and beverage establishments in the Tooborac region include the Tooborac Brewery, McIvor Estate, McIvor Farm Foods, Merindoc Cellar Door and Bistro and Tooborac General Store. There are a number of boutique accommodation offerings in the region including Merindoc Cottage and Mimosa Glen Cottage. Table 10 (overleaf) provides a summary of the key opportunities identified for the Seymour and Surrounds sub-region.

The nature based offer in Seymour is focused on a number of Goulburn riverside parks which are used for the basis of recreational activities including picnics, fishing and boating. In meeting visitor expectations, Seymour needs to enhance its sense of place; both in the town centre and along its major underutilised asset, the Goulburn River. Place making initiatives and strategic development opportunities have the opportunity to transform perceptions of Seymour and attract new tourism, accommodation and business/conferencing opportunities. Events such as the Tastes of the Goulburn and Seymour Alternative Farming Expo have the potential to support this product development. The Seymour region, along with Euroa and the Strathbogie Ranges and Nagambie, is considered to be a primary destination for equine breeding and stud operations. Major stud operations in the area include the world famous Darley Stud and Chatswood. In addition, Seymour Race Course hosts significant events such as the Darley Seymour Cup and is progressively implementing its plans to upgrade, widen and expand its racing and product offer.

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TABLE 10 SEYMOUR AND SURROUNDS: PROJECT DESCRIPTION AND RATIONALE PROJECT

LOCATION

THEME

PROJECT DESCRIPTION

STRATEGIC RATIONALE

Seymour

Strategic Development Opportunity

Construct the Seymore Flood Mitigation Project to enable development and activation of the Riverside Precinct and enhancement of private land which is restricted due to flooding issues.

- Enable the development of the Seymour Riverside Precinct (SE2) by reducing flood affected land along the riverside.

Priority Projects SE1: Implementation of the Seymour Flood Mitigation Project

SE2: Seymour Riverside Precinct

Seymour

Strategic Development Opportunity

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

- Unlock access to the Goulburn River and realise the major development opportunities. - Create a new visitor destination and tourism product in Seymour. - Attract public and private sector investment to the riverside precinct having removed the barriers to development on the riverside (SE1). - This project is identified in the Seymour Structure Plan.

SE3: Great Victorian Rail Trail Expansion and Product Development

SE4: Food, beverage and Creative Industry Precinct

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Seymour / Tallarook

Seymour

GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

Strategic Development Opportunity

Strategic Development Opportunity

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

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

Establish a food, beverage and creative industries precinct along Anzac Avenue around Wine by Sam. Project will include utilisation of existing industrial buildings for contemporary urban manufacturing. The Mill in Castlemaine provides an example of this.

- Opportunity to leverage from the establishment of Wine by Sam.

- Identifying opportunities to leverage yield from the trail through private sector business investment. - This project is identified in the Seymour Structure Plan.

- Opportunity to utilise existing industrial warehouses and nearby retail shop front to support contemporary food, beverage and creative industries and retailing.


Tier 2 Projects

SE5: Accommodation and Conference Venue

Seymour & Surrounds

Strategic Development Opportunities

Investigate sites and the feasibility of delivering a conference venue in Seymour including: Business conferencing facilities; Possible high quality ancillary accommodation; and A supporting dining/food and drink offer.

- Capitalising on excellent rail and public transport links from Melbourne. - Providing conferencing facilities that can tap in to Seymour’s business market potential. - Lifting the profile and quality of the supporting product offer in Seymour. - Showcasing the unique military strengths of the region.

SE6: Seymour Military Interactive Museum

Seymour

Strategic Development Opportunities

Investigate sites and opportunities in delivering an offbase military interpretive museum, linked to the Puckapunyal base, to showcase the military history of the region.

- Provide an off-base or ‘front door accessible’ museum (i.e. as opposed to the on base Tank Museum at Puckapunyal) to house and display military artefacts. - Support other key military product in the region, such as the Vietnam Veterans Commemorative Walk and a potential regional military history trail. - Provide a catalyst attraction that helps drive visitation and improve awareness of the region’s military prestige and history on offer.

SE7: Masterplanning for and Enhancement of Seymour Town Centre

Seymour

Place Making

Support the implementation of the Seymour Structure Plan to provide design options for the continued enhancement of the township (such as access, permeability, vehicular flow, public realm and streetscape).

- Continue to resolve the somewhat fragmented nature of the town centre to enhance the visitor experience and to address existing urban design and navigability issues that can detract from the town centre’s appeal. - Enable the town centre to link more effectively with nearby areas including Anzac Avenue, the Vietnam Veterans Commemorative Walk and the future Riverside Precinct. - Continue to improve perceptions of Seymour.

SE8: Provide high quality (4+ Star) accommodation in Seymour

Seymour

Accommodation

Investigate sites to deliver high quality hotel or selfcontained accommodation in Seymour (possible in conjunction with Project SE3).

- Catering for business and VFR markets in Seymour and the subregion. - Improving the diversity and quality of the accommodation offer. - Meeting a current gap in the product offer.

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SE9: New Event(s) in Tallarook, Tooborac & Pyalong

SE10: Seymour Interpretive Centre/Cafe in conjunction with the Vietnam Veterans Commemorative Walk

Tallarook, Tooborac, Pyalong

Seymour

Supporting Events

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

Strategic Development Opportunities

Investigate the feasibility of providing a new Visitor Information Centre and Vietnam Veterans Walk Interpretive Centre or Art Gallery, with potential for a military themed café.

- Enhancing perceptions of Tallarook, Tooborac and Pyalong as niche visitor and events destinations in Mitchell Shire. - Capitalising on the boutique nature of the towns and promoting them as boutique villages. - Providing a military themed product to support military assets, the Vietnam Veterans Commemorative Walk and the development of Seymour as the start of a regional military touring route. - Diversifying the food and drink offer and catering for visitors to the Vietnam Veterans Commemorative Walk. - Providing new and improved visitor information facilities.

SE11: Seymour Equine Precinct

SE12: Seymour Heritage Railway Centre Expansion

Seymour

Seymour

Equine

Support the planned development and improvement of Seymour Racecourse, and establishment of a branded equine precinct in Seymour in proximity to the Racecourse.

Strategic Development Opportunity

Expansion of the offering provided by the Centre and ‘Tastes of the Track’ (Trawool Cottages) to include unique experiences for visitors to travel from Melbourne to Seymour in Spirit of Progress rolling stock. Project will include upgrading of rolling stock and cafeteria.

- Developing Seymour Racecourse as a premier horse racing and entertainment precinct. - Developing the equine strengths of the region and improving racecourse facilities. - Link more Melbourne based visitors with Seymour and enable further development of Seymour’s and the region’s Heritage Rail offering. Opportunity to leverage further off Shire events and utilise existing assets.

Tier 3 Projects

SE13: Local Produce, Cellar Door or Artisans Store in Tallarook, Tooborac

Tallarook, Tooborac

Food and Dining

Seek to identify and promote sites in order to attract additional local produce stores/boutique cafés in Tallarook and Tooborac Townships.

- Capitalising on the boutique and unspoiled nature of the town and promoting Tallarook as a boutique village. - Providing the product to service high yielding target markets and rail trail visitors. - Providing a link to Rail Trail head.

SE14: Boutique B&B or selfcontained accommodation in Tallarook, Trawool, Tooborac

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Tallarook, Tooborac

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Accommodation

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

- 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.


7.4. KINGLAKE RANGES The Kinglake Ranges rises above the Melbourne plain into an expansive forested environment; just over an hour from Melbourne on single lane road infrastructure. The Kinglake Ranges is in a regeneration phase following the 2009 fires, both in terms of its physical and natural revival. The DMP seeks to support this continued recovery and deliver the product to restore the Kinglake Ranges as a premier visitor destination.

Table 11 (overleaf) provides a summary of the key opportunities identified for the Kinglake Ranges sub-region.

The major attraction in the sub-region is the Kinglake National Park, an important nature based tourism product for the GRV region. It provides a number of opportunities for visitors to undertake camping, bushwalking and other naturebased activities; which take in outstanding natural assets such as Masons Falls. The Kinglake Ranges also has a number of other waterways which accommodate water activities, such as King Parrot Creek and the catchment for Yea River. Kinglake is a popular destination for visitors undertaking adventure activities, such as road cycling, horse riding and mountain biking. Kinglake is also an area with strengths in its local produce, with farm gate experiences based around fruit and vegetables that can be experienced by vehicles visiting or touring through the region. The Kinglake Ranges must continue its regeneration following the bushfires of 2009 by providing infrastructure and product to support tourism opportunities, such as infrastructure to support nature-based attractions and new accommodation to address a severe shortage of accommodation in the subregion.

Silvia Creek, Kinglake Ranges

There is also an opportunity for the Kinglake Ranges to diversify its product offer and provide new and unique product and experiences that will transform the offer in the south of the GRV region, such as a treetop canopy tour, new equestrian centre development and a high end private spa resort or retreat. These strategic development opportunities offer an opportunity to diversify the product offer in the Kinglake Ranges and will provide the catalyst for new investment and supporting product.

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TABLE 11 KINGLAKE RANGES: PROJECT DESCRIPTION AND RATIONALE PROJECT

LOCATION

THEME

Kinglake Ranges

Strategic Development Opportunity

PROJECT DESCRIPTION

STRATEGIC RATIONALE

Providing a canopy tours and zip line experience in Kinglake Ranges, including:

- Providing a catalyst opportunity.

- A Guided Canopy Tour and ‘tree top walk’ experience;

- Supporting the region as a hub for adventure activity.

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

Matching target markets and increasing visitation to the region.

Priority Projects

KR1: Canopy Tour

Tier 2 Projects Support the development of a high end spa and wellness retreat in the Kinglake Ranges. The project would: KR2: Kinglake Ranges Wellness Spa/Retreat

Kinglake and Surrounds

Strategic Development Opportunity

- Cater toward private high yield target markets;

- Catering for high yield socially aware and international visitors.

- Provide high quality accommodation and food and dining;

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

- Have spa/wellness facilities and packages; and - Be in a natural setting. Supporting the development of the Kinglake Equestrian Centre, with facilities including: KR3: Kinglake/Yea Equestrian Centre

Kinglake/ Yea

Strategic Development Opportunities

- An equestrian arena; - Competition-standard equestrian and cross country facilities and performance facilities; - Events and community facilities; and - On-site camping facilities and fixed (potentially group) accommodation for overnight equestrian trips.

KR4: Bowden Spur Mountain Bike Infrastructure

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Bowden Spur

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Accessing Water and Nature Based Assets

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

- Providing facilities that capitalise on the equine strengths of the region. - Providing a facility that can host competition standard events. - Addressing gaps in the market in terms of equestrian facilities and accommodation. - Providing multi-use community and events spaces. - Developing the successful existing mountain biking product. - Developing Bowden Spur into a premier mountain biking destination in Victoria. - Linking with and complementing existing adventure strengths in the south east of the GRV region.


KR5: The Toolangi Discovery Centre

Toolangi

Strategic Development Opportunities

Investigate opportunities for the Toolangi Forest Discovery Centre.

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

Other uses may include visitor facilities, a hub for surrounding bushwalks, sustainability trail, or centre for events.

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

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

- Strengthening the farm gate and local produce offer.

Tier 3 Projects

KR6: Farm Gate & Local Produce Opportunities in the Kinglake Ranges

Kinglake Ranges

KR7: Farm Gate Accommodation

Kinglake Ranges

Food and Dining

Accommodati on

Support business development and commercial (retail) opportunities which will increase yield and visitation to the region’s farm gate operations. Support farm gate accommodation opportunities across the Kinglake Ranges, to provide self-contained and farm gate accommodation options.

- Consolidating the tourism product and providing commercial opportunities. - Capitalising on local agricultural assets and the new arts and culture trail. - Diversifying the accommodation product and meeting existing gaps in the offer. - Linking with the agricultural strengths in the sub-region. - Providing a farm based experience for visitors.

KR8: Boutique and/or Self Contained Accommodation in Kinglake

Kinglake

KR9 Kinglake Ranges Business Township Beautification KR10 Improve Infrastructure at Natural Attractions in Kinglake Ranges

Accommodati on

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

Kinglake & Pheasant Creek

Place Making

Continue to improve Kinglake township and Pheasant Creek business area streetscape.

Kinglake Ranges

Accessing Water and Nature Based Assets

Enhance the appeal of Kinglake Ranges’ natural assets through improved access and amenity infrastructure at key locations. Wayfinding, carparking, track improvements, water/wc infrastructure, “3 Views of Melbourne Track”.

- Diversifying the accommodation product and meeting existing gaps in the offer. - Supporting new tourism product in the region. Improving perception of the townships/encourage business investment /increase longer stays and return visitation

- Reinforcing the region as a premier nature based destination. - Capitalising on the region’s natural product.

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7.5. YEA AND SURROUNDS Yea is an attractive town that leverages significant visitation from passing touring routes and snowfields visitation. The Goulburn Valley Highway, Yea– Whittlesea Road, and Melba Highway provide connections to Yea, which sits approximately 1.5 hours (drive) from Melbourne. The product experienced by stopover visitors in Yea is primarily food and beverage and retail product servicing passing visitors, supported by accessible stopover facilities for coach and car visitors. The Y Water Centre has become an important facility for visitors to Yea and a gateway to the surrounding wetlands. The surrounding area is also an emerging food and wine area, with a number of wineries within proximity to Yea. A key opportunity for Yea exists in maximising the yield achievable from stopover visitation, rather than competing with other destinations in the region for significant overnight visitation. Supporting product such as high quality food and dining and RV friendly facilities would help to maximise stopover potential. In addition, the streetscape, and particularly the gateways into the town, would benefit from revitalisation and improved interpretation/wayfinding in order to improve perceptions and encourage visitors to stop in Yea. A major opportunity to increase visitation and encourage longer stays in Yea lie in its strategic position on the Great Victorian Rail Trail. Positioning the town as a key rail trail destination and providing the product to support this role will be critical in attracting visitors and encouraging them to stay longer in Yea. Yea also has the infrastructure to host major events, with existing events-based activities. There is the potential to build on this existing offer and seek to promote Yea as a key events destination in the region. Table 12 (overleaf) provides a summary of the key opportunities identified for the Yea and Surrounds sub-region.

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Y Water Discovery Centre, Yea


TABLE 12 YEA AND SURROUNDS: PROJECT DESCRIPTION AND RATIONALE PROJECT

LOCATION

THEME

PROJECT DESCRIPTION

Accommodation

There is opportunity to attract a large wellness resort which leverages from the natural beauty and amenity in the hills and rivers around Yea. The proximity of Murrindindi Shire to Melbourne and the amenity of the landscape leads to an opportunity to establish a high end wellness resort in the Shire.

STRATEGIC RATIONALE

Priority Projects

Y1: Wellness Resort

Yea

- Increasing visitation to the region. - Increase high end visitor markets. - Building on existing infrastructure and developing Yea as a sub-regional hub for tourism. - Existing investors seeking opportunities. - Proximity to Melbourne.

Tier 2 Projects - Increasing visitation and length of stay in Yea. Y2: Yea Music Festival and Events Capacity

Yea

Supporting Events

Support growth of event locations and local interest in Yea to increase capacity

- Building on existing infrastructure and developing Yea as a sub-regional hub for events. Improving events capacity in Yea.

Y3: Yea Group Accommodation

Yea

Accommodation

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

- Servicing the large farm/itinerant worker market and growing rail trail market in Yea. - Increase longer term and overnight stays. - Creating opportunities that generate activity at the centre.

Y4: Y Water Discovery Centre Opportunities & Precinct

Yea

Supporting Events

Investigate events opportunities and better utilisation of the Y Water Discovery Centre and Precinct

- Providing a hub for tour experiences (i.e. wetlands, wineries or the rail trail). - Investigating the potential of a new events venue to assist the development of Yea’s events program. - Continue to maximise the potential of the precinct.

Y5: ‘Horse Friendly’ Accommodation

Yea

Accommodation

Support the promotion of horse friendly accommodation establishments in and around Yea to cater for rail trail visitation and usage by horse riders.

- Servicing the rail trail as a major horse trail. - Supporting the equine strengths of the region.

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Tier 3 Projects Y6: Yea RV Friendly Facilities

Yea

Destination Positioning

Support the RV Friendly facilities in Yea, including the provision of signage and RV parking.

Y7: Self Contained Accommodation in Yea

Yea

Accommodation

Provide a new boutique and/or self-contained accommodation opportunity in Yea.

Y8: Diversify the Dining Product in Yea

Yea

Food and Dining

Diversify the dining product and extend opening hours of food establishments to meet market need.

Yea

Accessing Water and Nature Based Assets

Development of a trail that links the Y Water Discovery Centre with the Rail Trail, including ‘i’ signage.

Y9: Y Water Discovery Centre Path

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- Supporting key target touring markets. - Encouraging increased stopover visitation. - Diversifying the accommodation product and meeting existing gaps. - Supporting increased rail trail visitation and capturing rail trail users. - Supporting the night-time economy. - Providing a range of high quality dining options to cater for rail trail users. - Opportunity to disperse visitors. - Provide rail trail visitors with a destination. - Provide rail trail visitors with visitor information.


7.6. ALEXANDRA / EILDON The Alexandra / Eildon sub-region has a strong nature based tourism product, including Lake Eildon National Park, the Great Victorian Rail Trail, and Cathedral Range State Park. There are abundant opportunities for visitors to engage in nature based activities, including, cycling, walking, and camping; and water based activities at Lake Eildon including kayaking, water-skiing, fishing and wakeboarding. The Alexandra / Eildon sub-region provides a diversity of tourism product and natural landscapes that drive nature based visitation in the region. It is intrinsically linked to surrounding tourism regions such as High Country and Yarra Valley, but also to the Kinglake Ranges and the Melbourne fringe.

development opportunities could be supported by an improved tourism focus, such as commercial tour operations and co-ordinated houseboat operations. Yarck is a boutique destination in the sub-region which aligns regionally with the other small boutique villages. Whilst it is generally perceived to be successful, it could benefit from new high yield accommodation options to leverage from rail trail activity. Table 13 (overleaf) provides a summary of the key opportunities identified for the Alexandra/ Eildon sub-region.

Alexandra is located on the Maroondah Highway and can be accessed from Melbourne via Yea or via the Black Spur. Eildon is located on the southern shores of Lake Eildon at the Goulburn River, and can be accessed from Melbourne via Alexandra. The journey to the sub-region ranges from 2-2.5 hours from Melbourne. Alexandra functions as a key service centre in the region, but lies on east-west, rather than north-south transport routes; limiting the potential for passing visitors. As such, Alexandra is not traditionally a strong tourism destination, however, the Great Victorian Rail Trail could unlock opportunities to capture new visitors and build on existing strengths such as sporting infrastructure and events. Alexandra has developed a reputation as an events town, with events such as the Alexandra Truck, Ute and Rod Show and the Big Fish which is coordinated by Alexandra Events.

Lake Eildon

Eildon provides a major opportunity for increased visitation and improvement, leveraging from Lake Eildon as its premier regional asset. Key opportunities for Eildon are based around reconfiguring infrastructure in both the township and on the waterfront and to unlock strategic development opportunities that capitalise on the waterfront location, such as Mt Pinniger. These critical infrastructure and

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TABLE 13 ALEXANDRA / EILDON: PROJECT DESCRIPTION AND RATIONALE PROJECT

LOCATION

THEME

PROJECT DESCRIPTION

STRATEGIC RATIONALE

Priority Projects - Providing high quality conference and accommodation facilities in the south east of the GRV region.

AE1: Waterfront Development Opportunities

Eildon

Strategic Development Opportunities

Investigate the potential to deliver waterfront development opportunities on Lake Eildon in locations such as Eildon Boat Club, Jerusalem Creek Marina and Lake Eildon Marina. Commercial opportunities include accommodation and waterfront dining.

- Complementing new conference facilities and enhancing the reputation of the area as a high quality business and conferencing destination. - Raising the profile and perceptions of Eildon, transforming the offer and attracting high yield visitors. - Better utilising Eildon’s prime waterfront locations. - Diversifying and improving the quality of the accommodation / food and drink and Nature Based Activity offer. - Providing development opportunities that have the potential to transform Eildon as a destination.

AE2: Eildon Pondage

Eildon

Strategic Development Opportunities

Support the development of the upper pondage for commercial/visitor activities. This will assist in providing a waterfront commercial precinct within Eildon township.

- Raising the profile and perceptions of Eildon, transforming the offer and attracting high yield visitors. - Better utilising Eildon’s prime waterfront locations. - Pursuing opportunities to improve access for fishing and provide beginner/family friendly water activities on the upper pondage. - Linking the Great Victorian Rail Trail to a major residential and visitor hub to drive trail use.

AE3: Great Victorian Rail Trail Expansion and Product Development

Alexandra / Eildon

Defining New Touring Routes and Linkages

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

- Identifying opportunities to leverage yield from the trail through private sector business investment. - Capitalising and building on the success of the Rail Trail. - Providing dedicated trail access to Lake Eildon National Park. - Increasing visitation to Eildon and potentially providing the catalyst for new investment and opportunities.

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Tier 2 Projects - Providing opportunities to better access water based activities. AE4: Access, Infrastructure, and Commercial Operations on Lake Eildon

Eildon

Accessing Water and Nature Based Assets

Provide improved access and infrastructure on Lake Eildon, including boat ramps at Jerusalem Creek, access infrastructure and swimming access to support commercial enterprise and tour operators.

- Identifying areas for improvement in the water based infrastructure. - Unlocking flow on commercial opportunities. - Providing organised activities that generate yield and encourage visitation to Eildon. - Supporting the existing nature based offer in Eildon.

AE5: Lake Eildon Commercial Houseboat Opportunities

Eildon

Accessing Water and Nature Based Assets

Investigate tourism operator opportunities resulting from advocacy from the Lake Eildon Houseboat Industry Association and changes to houseboat size restrictions. Organised leasing operations could be investigated, similar to Daylesford Getaways.

- Diversifying the accommodation offer and provide unique opportunities for visitors. - Seeking to promote organised commercial operations that will consolidate and better promote the houseboat offer. - Capitalising on potential changes to the houseboat association. - Improve hire fleet and further activate boating space. - Building on existing infrastructure and strength in events.

AE7: Develop Murrindindi Shire as a Major Hub for Events

AE8: Alexandra Timber Tramway and Museum

Shire Wide

Alexandra

Supporting Events

Strategic Development Opportunities

Build on existing events and investigate the feasibility of the Shire becoming a hub for major events such as the Herald Sun Tour.

Support the implementation of a Master Plan for the Alexandra Railway Precinct (and Rubicon Historic Area).

- Capitalising on location and role of the service hubs of the region. - Builds on the momentum of existing events to drive commercial yield and the profile of the shire.

- Providing a new and unique cultural tourism product in the region. - Ensuring access to key nature based assets. - Increase visitation to Alexandra and Eildon.

AE9: ‘Horse Friendly’ Accommodation

Alexandra

Accommodation

Support the promotion of horse friendly accommodation establishments in and near Alexandra to cater for rail trail visitation and usage by adult horse riders.

- Servicing the rail trail as a major horse trail. - Supporting the equine strengths of the region. URBAN ENTERPRISE DEC - 17

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Key elements of this project include: - Development of self-contained eco-friendly accommodation buildings adjacent to the Goulburn River (approx. 100+ beds) AE10: Activation of Goulburn River Valley Development Opportunities.

Eildon

Strategic Development Opportunity

- Development of a swing bridge over the Goulburn River linking to eco-friendly accommodation and Blue Gums Caravan Park to Snobs Creek Winery. - Development of walking and cycling tracks and trails along either side of the Goulburn River, linking Eildon, areas of State Forest and Recreation Reserves.

- Providing opportunities to better access water and state forest based activities. - Supporting new tourism products and experiences by providing new opportunities. - Better utilising prime riverfront locations.

- Installation of recreation activities for school and public groups. Tier 3 Projects AE11: Multi Use Accommodation Establishment in Yarck AE12: Eildon Bushland Reserve Mountain Bike & Walking Trails AE13: Boutique and Self Contained Accommodation Opportunities in Alexandra

AE14: Great Victoria Rail Trail Game Changer

Yarck

Accommodation

Implement a multi-use low cost accommodation establishment in Yarck to cater for rail trail visitors, itinerant workers, backpackers and families.

Eildon

Accessing Water and Nature Based Assets

Investigate opportunities to establish a long-term master plan to develop trails and facilities at Eildon Bushland Reserve to capitalize on the coming rail trail expansion to the area and encourage greater visitation to the Eildon area.

Accommodation

Investigate opportunities for new self-contained accommodation in Alexandra to capitalise on the rail trail offer.

Alexandra

Lake Eildon & Surrounds

Accessing Water and Nature Based Assets

Extend the rail trail from Alexandra to Eildon, and from Mansfield to Gough Bay and provide a ferry service on the lake from Gough Bay>Eildon Eildon>Gough Bay to create a multimodal loop that utilises Lake Eildon.

- Diversifying the accommodation product and meeting existing gaps in the offer. - Supporting increased rail trail visitation and capturing rail trail users. - Develop the region’s natural assets into mountain biking and bushwalking product. - Develop Eildon as a mountain biking destination in Victoria. - Diversifying the accommodation product and meeting existing gaps in the offer. - Providing the product to meet demand for new tourism product in the area such as mountain biking in Eildon. - Create a multimodal transport loop that incorporates ferries on Lake Eildon. - Open up the lake to broader visitation - Develop the regions natural assets - Example product – Hakone 5 Modes of Transport Loop.

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7.7. MARYSVILLE / LAKE MOUNTAIN The Marysville / Lake Mountain sub-region has a strong nature based tourism product, including Cathedral Range State Park, the Murrindindi Scenic Reserve and Lake Mountain Resort. There are abundant opportunities for visitors to engage in nature based activities, including water and snow based activities, cycling, walking, and camping. The sub-region provides a diversity of tourism product and natural landscapes that drive nature based visitation in the 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 development opportunities at Marysville are as a traditional holiday/leisure visitor destination. The sub-region also has excellent cycling credentials and further investment opportunities to enhance Marysville as a cycling destination should be investigated. The region boasts one of the closest Category 1 climbs to Melbourne and the Lake Mountain to Marysville mountain bike track will be one of the longest gravity trails in Australia when complete. Marysville is accessed from Melbourne via Healesville and the Black Spur and from interstate via the Maroondah Highway. The journey to the sub-region ranges from 1.5 - 2.5 hours from Melbourne. Marysville is also characterised by its proximity to the High Country and alpine tourism at Lake Mountain.

Keppel Lookout, Marysville

Marysville is a traditionally strong tourism destination and an opportunity exists to develop new and emerging destination strengths, such as a spa & wellness centre to increase the unique offer of the region. Table 14 (overleaf) provides a summary of the key opportunities identified for the Marysville / Lake Mountain sub-region

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TABLE 14 MARYSVILLE / LAKE MOUNTAIN: PROJECT DESCRIPTION AND RATIONALE PROJECT

LOCATION

THEME

PROJECT DESCRIPTION

STRATEGIC RATIONALE

Priority Projects

Investigate opportunities for a spa and wellness facility that: - Provides an outdoor spa and bathing product that is in a wildlife/natural setting; MLM1: Marysville Spa and Wellness

Marysville

Strategic Development Opportunities

- Offers a health and wellness product offer, focussed on relaxation and wellbeing; - Is open to the public, family oriented and affordable; - Has ancillary resort type/self-contained accommodation; and

- Introducing a new product to the region. - Providing a catalyst for attracting new visitation. - Aligning with the nature based product of the area and building a critical mass of nature-based product/activities in the subregion.

- Provides on-site food/dining and commercial opportunities.

A range of cycling investment opportunities should be implemented for the Marysville Buxton area, including:

MLM2: Marysville Cycling Destination Development

Maryville/ Lake Mountain

Strategic Development Opportunities

- Lake Mountain to Marysville Mountain Bike Trail (Cascades Trail) - Bike Hub in Marysville town centre - Ongoing improvements to Buxton Mountain Bike Park - Improved signage for cyclists - Road cycling safety measures including warning signs for motorists and road shoulders where possible.

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Marysville and the Lake Mountain area have excellent cycling credentials and further investment is proposed to enhance Marysville as a cycling destination. The region boasts the closest Category 1 climb to Melbourne and the Lake Mountain to Marysville trail will be one of the longest gravity trails in Australia when complete.


Tier 2 Projects

MLM3: Marysville Boutique Liquor Manufacture

Marysville

Strategic Development Opportunities

Support the development of a brewery/distillery in Marysville, including food and dining facilities. A site has been located and planning permit issued for this facility.

- Providing a critical mass of product in Marysville to encourage longer stays. - Catering for key socially aware and older couple markets. - Capitalise on latent market demand.

MLM4: Eco-Lodge Accommodation at Lake Mountain

Lake Mountain

MLM5: Yarra Valley to Lake Eildon Trail (Via Lake Mountain)

Lake Mountain /Eildon

Accommodati on

Strategic development Opportunity

Provide Eco-Lodge accommodation at Lake Mountain to cater for year round visitation and to support green season activities such as cycling, mountain biking and bushwalking.

Support the development of a feasibility into the development of a multi-use trail from Healesville to Lake Mountain to Lake Eildon

- Supports winter and summer visitation. - Diversifies the accommodation offer and attracts key markets. - Encourage multiday bushwalks from the Yarra Valley. - Providing a critical mass of product in Marysville to encourage longer stays. - Supports winter and summer visitation. - Encourage multiday bushwalks from the Yarra Valley.

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7.8. NAGAMBIE AND SURROUNDS Nagambie is accessed from Melbourne via the Hume Freeway and Goulburn Valley Freeway in approximately 1.25 hours. The product experience in Nagambie is defined by Lake Nagambie and the associated Nagambie Waterways. Water based recreational experiences are central to the product profile of Nagambie, including sailing/boating, swimming, rowing, fishing and water skiing on Lake Nagambie, which also hosts national rowing and canoeing events. The Nagambie Waterways are also host to a variety of bird life, native plants and animals.

product and experiences is an opportunity for both Nagambie and the GRV region as a whole. Seeking to combine tours with the food and wine offer could cater for high yield target markets in the region if the thoroughbred sector can be fully engaged at a regional level. Other opportunities, such as a major horse themed event in the region, could be an effective way to raise the profile of the industry and increase engagement. Table 15 (overleaf) provides a summary of the key opportunities identified for the Nagambie and Surrounds sub-region.

The area surrounding Nagambie is also well known for its high quality wineries and dining options, with two renowned wineries at Tahbilk and Mitchelton. Food and wine experiences at Tahbilk and Mitchelton are enhanced by unique nature based experiences including access to surrounding wetlands/wildlife. The equine thoroughbred industry is also a major asset to the region, with a number of internationally renowned studs operating in Strathbogie Shire, such as the Swettenham Stud, which could have the ability to draw visitors from a wide range of target markets. A key opportunity in Nagambie is supporting access to and providing development opportunities on Lake Nagambie. Providing the infrastructure, accessibility and commercial development on the lake/waterways will stimulate increased water-based recreation and support the development of new tourism products and experiences. There is also a need to diversify and improve the quality of dining facilities in Nagambie. Another area of importance is the continued development of the high quality food and wine product, by developing ancillary tourism offers, such as the Goulburn Explorer, and providing a high quality supporting accommodation product. The Nagambie bypass and proposed streetscape revitalisation will also provide the catalyst for new commercial business and enterprise in Nagambie, which will drive the growth of Nagambie as an attractive and desirable holiday destination. A major underutilised strength of the GRV region is its equine assets. Engagement with the equine sector, to explore the potential for equine related 84

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Black Caviar Statue, Nagambie


TABLE 15 NAGAMBIE AND SURROUNDS: PROJECT DESCRIPTION AND RATIONALE PROJECT

LOCATION

THEME

PROJECT DESCRIPTION

STRATEGIC RATIONALE

Improve the streetscape and connectivity of Nagambie by:

- Providing a more attractive visitor destination and stopover location.

Priority Project

N1: Nagambie Streetscape and Connectivity Project

Nagambie

Place Making

- Supporting the funding and redevelopment of the Nagambie streetscape (Main Street); and - Improving connectivity between High Street and Regatta Centre in Nagambie.

- Improving perceptions of the town and encouraging visitors to stay longer. - Provides important connectivity between key assets.

Tier 2 Projects

N2: Commercial Development Opportunities on Lake Nagambie

N3: Access and Infrastructure on the Nagambie Waterways

N4: Commercial Water-Based Activities on Lake Nagambie

Nagambie

Nagambie

Nagambie

Strategic Development Opportunities

Accessing Water and Nature Based Assets

Accessing Water and Nature Based Assets

Understanding the feasibility and potential of providing waterfront development opportunities on the Nagambie Waterways. Opportunities could include: Waterfront food and dining development.

- Better utilising prime waterfront locations. - Diversifying and improving the quality of the accommodation / food and drink offer. - Providing accommodation opportunities that would match to a major gap in the region.

Undertaking the investigative work and providing the infrastructure necessary to provide improved access to the Nagambie Waterways. Infrastructure could include:

- Providing opportunities to better access water based activities.

- A Lakeside Boardwalk, adjacent to High Street, which connects to Buckley Park and includes boating facilities;

- Identifying areas for improvement in the water based infrastructure.

- Waterway tracks and trails infrastructure;

- Improving accessibility and waterside product.

- Boat ramps and improved boating, canoe/kayak access; and-

- Unlocking flow on commercial opportunities.

- Swimming access. Supporting commercial tour/boating enterprise opportunities on the Nagambie Waterways – such as water taxis, tourism vessels, passive recreation craft hire and other commercial boating opportunities. Investigate opportunities to capitalise on the implementation of Project N3.

- Providing organised activities that generate yield and encourage visitation to Lake Nagambie. - Supporting the existing nature based offer in Nagambie.

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N5: The Development of Mangalore Airport

Mangalore

Infrastructure

Mangalore Airport is a centrally located airport in the region that has significant potential for expansion and growth. The major opportunities for the airport lie not in its tourism potential, but in its potential for growth as a freight hub for local product from across the GRV region. However, in terms of the airports tourism potential, the undertaking of infrastructure works to deliver its expansion should be supported, which would: - Provide opportunities to expand the current pilot training operations for overseas pilots; - Potentially provide events and festival opportunities, similar to other regional airports;

- Improve overseas awareness of the region and have a flow-on impact on local accommodation establishments and the economy. - Providing a capacity for new regional events. - The ability for high yield, private aircraft to visit and spend time in the region. - Act as a quarantine station for international horse racing events, such as the Melbourne Cup.

- Support the expansion of airport capacity to increase the ability to accommodate private aircrafts. N6: Develop link to the Great Victoria Rail Trail

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Accessing Water and Nature Based Assets

Identify options to link Avenel & Nagambie to Tallarook.

- Remove/reduce the region’s physical divides (Freeway/Rail) to activate and extend cycling options into Avenel & Nagambie. - Capture visitation from the increasing tracks and trails visitor market.


7.9. EUROA AND THE STRATHBOGIE RANGES Euroa and Violet Town are accessed from Melbourne via the Hume Freeway, and are approximately a 1.5 hour drive from Melbourne. The Strathbogie Ranges however, has much lower grade roads when accessing townships such as Strathbogie and Ruffy. Euroa and the Strathbogie Ranges have a wealth of heritage assets. The Ned Kelly Heritage Trail traverses key historical buildings in Euroa and Avenel, where visitors can learn about the region’s links to the Kelly family. Euroa also has a number of high quality heritage buildings, which have the potential to be restored and utilised for tourism purposes, as well as the soon to be installed Honouring Our Heroes statues. The towns of Longwood, Ruffy, Violet Town and Strathbogie also offer a country experience with heritage architecture. The Strathbogie Ranges is emerging as a well-recognised food and wine region, particularly through Fowles Wine which has a well-developed cellar door and restaurant, in Avenel. There are also a number of other smaller wineries in the region which produce high quality wines and grapes grown to make sparkling wine. In addition, the Violet Town Community Market is one of the largest markets in North East Victoria, regularly attracting from 2,000-4,000 people.

an increase in overnight stays. This would build on existing assets and events, such as the Euroa Show and Shine. Euroa and the Strathbogie Ranges, alongside the Nagambie and Seymour subregions, is also a major centre for the thoroughbred horse breeding and stud operations. The region has the potential to better capitalise on this offer through the provision of events and tour packages. The Strathbogie Ranges has an opportunity to capitalise on its strengths in local produce and cycling. 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 on the emerging strengths, such as the Altitude Arts Festival, Violet Town Market and Ruffy Art Show. Table 16 (overleaf) provides a summary of the key opportunities identified for the Euroa and Strathbogie region.

Euroa and the Strathbogie Ranges contain a number of nature based assets including the Mount Wombat Flora and Fauna Reserve, Polly McQuinns and Gooram Falls. The Strathbogie Ranges has a number of cycling routes and the potential for attracting an increased volume of cycling tourism. A major opportunity in Euroa is the development of Seven Creeks Park as a visitor destination, which has the potential to provide formal visitor information services and commercial opportunities, as well as nature based infrastructure. Another key opportunity is the improvement and development of Euroa’s streetscape and heritage assets. Euroa’s underutilised heritage buildings and streetscape could, if developed, offer an opportunity to deliver new product, improve perceptions and improve general amenity in the town. Improving amenity, including signage and wayfinding in the township, would attract new business, investment and product opportunities. In addition, improving the supporting product in Euroa, such as quality evening dining, would raise the profile of the offer and encourage

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TABLE 16 EUROA AND THE STRATHBOGIE RANGES: PROJECT DESCRIPTION AND RATIONALE PROJECT

LOCATION

THEME

PROJECT DESCRIPTION

STRATEGIC RATIONALE

Priority Projects The key elements of this project could include:

E1: Euroa Seven Creeks Park Precinct

Euroa

Strategic Development Opportunities

- A tourist café and formal accredited VIC on Seven Creeks Park, adjacent to Kirkland Avenue, providing attractive facilities in a natural setting that encourage an increased volume of passing visitation to stop in Euroa; - Self-contained accommodation within the parkland and leaseholds; and

- Introducing a new product to the region. - Providing a catalyst for attracting new visitation and investment; - Leveraging off existing visitation and growing length of stay.

- Sculpture tour throughout the parkland. - Work with Parks Victoria to establish one of Victoria’s great loop walks through the Strathbogie Ranges. E2: Mount WombatGarden Range Nature Conservation Reserve Walk

Strathbogie Ranges

Accessing Water and Nature Based Assets

- Utilise existing trails and connect along existing forest tracks and low use municipal roads that are well maintained with appropriate directional signage. - Walking Loop to connect local attractions such as Polly McQuinns, Gooram Falls, Mount Wombat, Seven Creeks Wildlife Reserve etc.

- Integrating the area’s existing nature based assets into a single coherent product for the region. - Leveraging off existing visitation to the area’s nature based assets.

- Implement improvements to visitor facilities Tier 2 Projects

E3: Euroa: Balmattum Hill Mountain Bike Park

Euroa

Accessing Water and Nature Based Assets

E4: Promoting Arts and Culture in the Strathbogie Ranges & Euroa

Strathbogie Ranges Area

Destination Positioning

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The key elements of the project’s Action Plans have been identified as:

- Activation of Balmattum Hill as a biking and walking destination improves Euroa’s destination positioning.

- Development of Balmattum Hill mountain biking park, in conjunction with improved road access and carparking facilities.

- Further catalyse the development of the town as a destination of choice by extending and formalising access to the town’s natural assets.

Support existing arts and cultural events such as the Altitude Arts Festival and investigate the potential for new event(s) across Euroa and the Strathbogie Ranges.

- Supporting the developing arts scene, particularly in the Strathbogie Ranges. - Potentially matching gaps in the events offer.


Promoting Strathbogie, Ruffy and Violet Town as ‘boutique villages’ in the GRV.

E5: Providing Cycling Infrastructure in the Strathbogie Ranges

E6: Develop link to the Great Victoria Rail Trail

Strathbogie Ranges Tablelands

Avenel to Seymour

Accessing Water and Nature Based Assets

Identify the infrastructure requirements for the improvement of cycling routes over the Strathbogie Ranges and Tablelands, such as the sealing of key roads and improved crossing of the Hume Freeway in line with the Tracks & Trails Strategy.

Accessing Water and Nature Based Assets

Identify options to link Avenel & Nagambie to Tallarook.

Place Making

Improve/enhance the Avenel streetscape, including public realm, signage/wayfinding, the use of building facades and open/public spaces.

- Supporting local creativity and positioning boutique villages across the GRV. - Provide a safer and more inviting environment for cyclists including end use facilities and services such as access to drinking water, showers and toilet facilities, as well as ease of access to points of interest, good food, coffee, beer and wine. - Providing better access to a unique cycling geography that has the ability to cater for different types/levels of cyclists. - Encouraging increased cycling visitation and the attraction of major events and cycling clubs to the area for annual training camps. - Remove/reduce the region’s physical divides (Freeway/Rail) to activate and extend cycling options from Tallarook into Avenel & Nagambie. - Capture visitation from the increasing tracks and trails visitor market.

Tier 3 Projects

E7: Avenel Public Realm and Streetscape Improvement

E8: Strathbogie Streetscape Improvement

E9: Develop Euroa with RV Friendly Facilities

Avenel

Strathbogie

Place Making

Improve/enhance the Strathbogie streetscape, including public realm, signage/wayfinding, the use of building facades and open/public spaces.

Euroa

Destination Positioning

Capitalise the development of Installed and forthcoming RV friendly facilities in Euroa the necessary infrastructure to develop Euroa with RV friendly facilities, including appropriate parking provisions.

- Providing a more attractive visitor destination and stopover location. - Provide a safe cycling connection from Avenel to Fowles Wine. - Improving perceptions of the town and encourages visitors to stay longer. - Providing a more attractive visitor destination and stopover location. - Improving perceptions of the town and encourage visitors to stay longer. - Supporting and attracting a key target market. - Providing additional facilities such as camping opportunities to attract and increase stopover visitation.

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E10: Investigate Farm Gate Produce Opportunities in the Strathbogie Ranges

Strathbogie Ranges Area

E11: Investigate Farm Stay Accommodation Opportunities in the Strathbogie Ranges

Strathbogie Ranges Area

Food and Dining

Accommodati on

Support farm gate and local produce businesses, both on farms and in townships across the Strathbogie Ranges, such as niche olive growing businesses and the Tallarook Farmer’s Market. Support business development and commercial (retail) opportunities which will increase yield and visitation to the region’s farm gate operations. Support farm gate accommodation opportunities across the Strathbogie Ranges, to provide self-contained and farm gate accommodation options.

- Strengthening the farm gate and local produce offer. - Consolidating the tourism product and providing commercial opportunities. - Capitalising on local agricultural assets. - Diversifying the accommodation product and meeting existing gaps in the offer. - Linking with the agricultural strengths in the sub-region. - Providing a farm based experience for visitors. - Addressing the lack of night time options currently on offer.

E12: Night-time Dining options in Euroa

E13: Self-Contained Accommodation in Euroa

E14: Equine Themed Event in Violet Town

Euroa

Euroa

Violet Town

Food and Dining

Seek to attract and provide a quality night time dining establishment in Euroa, to cater for overnight visitation.

Accommodati on

Provide boutique self-contained accommodation in Euroa and seek to reinvest in existing motel accommodation to lift the quality of the offer.

Equine

Investigate the implementation of a major annual equine themed event in Violet Town to coincide with the ‘Horses’ Birthday’ (August) or the commencement of the Melbourne Spring Carnival (October/November). The event could showcase the region’s strengths, primarily thoroughbred racing/breeding, but also in equestrian, show jumping and pony clubs. The event or festival could be a two day celebration that takes in the major equestrian service centre of Violet Town

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- Diversifying the food and dining product offer. - Encouraging longer/overnight stays and supporting the development of new tourism product. - Diversifying the accommodation product and meeting existing gaps in the offer. - Supporting new product and events, and encourage overnight visitation.

- Providing an event to raise the profile and awareness of the region’s equine offer. - Matching gaps in the events calendar. - Appealing to a wide range of target markets.


7.10. SHEPPARTON AND SURROUNDS The recent Nagambie bypass has led to high quality dual highway access to Shepparton from Melbourne, shortening the journey to around two hours. Shepparton is the primary service centre of the GRV region and is an economic driver that attracts over 30% of overall visitation. It provides a variety of core product experiences including Arts and Culture, history and heritage, dining, shopping, business and conferencing, equine, golf and sporting events. The region is also known as the ‘food bowl of Australia’. Shepparton is a family friendly destination and provides a range of experiences to cater for this market, such as the SPC KidsTown Adventure Playground and Fun City. The Victoria Park Lake precinct also provides key recreational experiences along with the Aquamoves aquatic complex and S-Cape Skate Park. The Emerald Bank Adventure Park is also a family friendly experience which offers a number of activities including a miniature railway. Shepparton has a strong arts and cultural scene. The Shepparton Art Museum is an iconic experience for visitors, with one of the leading collections of Australian ceramics. The region is also the indigenous heart of the Goulburn River Valley, with key attractions including the Bangarang Cultural Centre and Gallery Kaiela. The multicultural community in Shepparton can also be capitalised upon further, with Shepparton providing a wide diversity of food product from many cultures. Nature based assets are also important to the region, with the Goulburn River providing a key recreational facility in which visitors undertake fishing, boating and other water based activities. These can also be experienced on the Broken River and Waranga Basin. Other key nature based assets include Lake Bartlett and Cussen Park Wetlands in Tatura, the Lower Goulburn National Park / Reedy Swamp and Gemmills Swamp in Mooroopna. History and heritage is a key strength of the region, with visitor attractions including the Tatura Irrigation and Wartime Camps Museum, Shepparton Heritage Centre Museum, Shepparton Motor Museum and Mooroopna Medical Museum.

With a reputation as the key food producing district of the region (with food processing plants including SPC, Campbell’s, IXL and Bonlac), visitors can experience what the region has to offer through the food, wine & farm gate touring route. Also, cellar door experiences in the region include Monichino Wines, the Longleat Estate in Murchison and Tallis Wine in Dookie. The scale and breadth of opportunities in the region reflect its significant role and seek to build on existing assets; reflecting the requirements of core target markets, including touring visitors, older couples, business markets and families; whilst seeking to continue to grow new high yielding markets such as the socially aware/weekend break sector. A standalone Shepparton Art Museum is a project that would be significant in both the region and across Victoria; and would have the capacity and scope to house a regionally significant indigenous arts collection. Other key opportunities are based around unlocking the potential of the Goulburn River and the region’s nature based assets, in order to diversify the product and experience offer. Projects aligning with this would also provide visitor product and experiences in a riverside setting, such as dedicated riverside accommodation; and would shape how visitors interact with the Goulburn River. Improving amenity and product in Shepparton CBD, which is a major regional shopping hub, is also important to the region and could be lifted by projects such as the Shepparton CBD revitalisation project and the provision of new accommodation, particularly a high quality internationally branded product, which will cater for high end business and VFR markets. Shepparton is also a major sporting and events hub and it will be important to support and implement improvement to sports and events infrastructure, such as the Shepparton Showgrounds redevelopment and the development of the Shepparton Sport Precinct. Developing this infrastructure will allow Shepparton to continue to develop as a premier regional destination for sporting, business and other events. Train services to Shepparton do not adequately meet visitor needs. A greater effort is required to provide a train schedule that allows for visitors to arrive in the morning, experience a full day in Shepparton and commute back to URBAN ENTERPRISE DEC - 17

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Melbourne. Alternatively, Friday night trains that leave Melbourne and return Sunday afternoon would accommodate weekend escapes to the Shepparton region. In Tatura and Murchison, the war camps have the potential to provide a regionally significant product linked to other military heritage assets across the GRV region. The physical remains of the war camps could offer lease or purchase opportunities where a tangible war camp park or product could be developed. Tatura also has an opportunity to provide an increased accommodation supply that caters for a growth in events and overspill business and events visitation in Shepparton. Murchison and Dookie have the potential to be promoted as GRV ‘boutique towns’ and which provide attractive destinations in a countryside setting. There is an opportunity to provide an improved dining and accommodation product in these townships to support their development. In Murchison, Days Mill offer a significant heritage asset which could be developed to provide a unique and iconic tourism product. Dookie has an emerging arts scene which can be developed as niche arts village to support the regional arts and culture offer. Table 17 (overleaf) provides a summary of the key opportunities identified for the Shepparton and Surrounds region.

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Victoria Park Lake, Shepparton


TABLE 17 SHEPPARTON AND SURROUNDS: PROJECT DESCRIPTION AND RATIONALE PROJECT

LOCATION

THEME

PROJECT DESCRIPTION

STRATEGIC RATIONALE

Priority Projects Undertaking investigative work and providing the infrastructure necessary to provide improved access to the Goulburn River, unlocking opportunities to:

SH1: Eastbank Lake Development Opportunities, Shepparton

Shepparton

Strategic Development Opportunities

- Deliver organised commercial water based activities, including boating, kayaking, canoeing and fishing; - Offer better waterfront experiences, rest area, trail and tracks that encapsulate the riverfront experience; and - Release commercial waterfront opportunities, including food and dining experiences, and waterfront accommodation.

- Realising a number of major product development opportunities along the Goulburn River. - Providing commercial and non-commercial water based experiences. - Aligning with the key objectives of Greater Shepparton City Council. - Continuing to support visitation from key target markets, such as families. - Identify pathways to open up the riverfront to the city and develop a water management education facility in concert with ‘Integrated Water Management Plan’.

- Development of a new lake system at Eastbank, allowing for a new masterplanned precinct.

Provide a 4 star+ hotel establishment of international quality in Shepparton with: SH2: Shepparton Branded Accommodation

Shepparton

Strategic Development Opportunities

- Increasing awareness of Shepparton as a destination and improving perceptions through the delivery of a major brand in a regional area. - Increasing the potential for business visitation.

- A minimum of 100 rooms;

- Supporting major events in the region.

- In-built conferencing facilities; and

- Diversifying the accommodation offer and providing quality and choice.

- A location in close proximity to the CBD core and preferably in a location that can capitalise on vantage points of the River.

- Identify strategic redevelopment sites in the CBD to revitalise branding and capitalise on city growth. - Leveraging from SAM

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Increasing the frequency of passenger rail services between Shepparton and Melbourne will: SH3: Increased Passenger Rail Services & Improved Timetabling

Shepparton, Mooroopna Murchison

Strategic Development Opportunities

Increasing the frequency of passenger rail services between Shepparton and Melbourne, and improving timetabling to meet the needs of a major regional centre.

- Increase uptake of rail services by leisure and business travellers including overall increase in tourist visitation. - Improve social wellbeing and health through public transport accessibility, particularly for disabled and elderly. - Reduce congestion in Greater Shepparton. - Promote population growth and increase investment in Greater Shepparton.

SH4: RiverConnect

Shepparton & Mooroopna

Product Development

Establish greater linkages between the twin cities that improve connectedness and provide an easy invitation to utilise the natural assets of the Goulburn and Broken Rivers.

- Offering better waterfront experiences through improved connectivity with tracks, trails, and rest areas that link key products and experiences. - Increase water activities/businesses including boating, kayaking, canoeing and fishing. - Promote nature based accommodation. - Acknowledge the Goulburn and Broken rivers as the heart and soul of the community.

SH5: Shepparton Sports and Events Centre

SH6: MOVE Museum of Vehicle Evolution

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Shepparton

Shepparton

GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

Strategic Development Opportunities

Product Development

Upgrade and redevelopment of the Sports Stadium to include two new courts, 3000 seat grandstand, sports house, squash courts, multi-purpose space to increase capacity for major events and entertainment.

Further development of Shepparton Motor Museum to include a large truck and transport Museum

- Continue to develop Greater Shepparton as the regional sporting capital of Victoria. - Increase uptake of sporting and entertainment events participation. - Aligning with the key objectives of Greater Shepparton City Council. - Continuing to support visitation from key target markets, such as families and sporting organisations.

- Seek funding from State and Federal Government to support the project, utilising the recently prepared business case. - Develop plans for the proposal; - Following confirmation of funding, tender out construction of the facility.


Tier 2 Projects

Investigate product development opportunities at the Tatura and Murchison War Camps and the Tatura War Camps Museum. Opportunities include: SH7: Tatura & Murchison War Camps and War Museum Development

Tatura & Murchison

Strategic Development Opportunities

- The restoration of war camp structures/features on land in Murchison, Tatura and Waranga Basin; - A potential War Camp Memorial and Park; - Investigation of redevelopment or extension options for the War Camps Museum in Tatura, in order to fully display and store the vast war memorabilia collection; - Collaboration with Cowra war camps;

- Develop the war camps into an attraction which would garner international recognition. - Develop a Business Case to promote and consolidate the war camps into a military trail/history walk. - Providing a lasting memorial to war camp internees. - Provide a product that links the military strengths of the region and supports opportunities to develop a military trail in the GRV region. - Providing a museum and storage facility that support the development of the war camps and which can adequately display and store key artefacts.

- The provision of organised tours from the War Camps Museum.

Investigate opportunities to support the redevelopment of Days Mill for tourism purposes. Opportunities could include: SH8: Days Mill, Murchison

Murchison

Strategic Development Opportunities

- A working farm or agri-business with a tourism focus; and/or - Accommodation and commercial business enterprise.

- Bringing into use a significant heritage asset that is currently not in use. - Opportunity to provide an iconic attraction that would have regional recognition, similar to the Corowa Chocolate Factory. - Catalyst impact on the development of Murchison.

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- Consolidates the amenity upgrade in the CBD.

SH9: Maude & Fryers Streets Project

Shepparton

Place Making

Support the success of the Shepparton CBD revitalisation project by promoting Fryers Street and Maude Street as a foodie and boutiques destination following the enhanced pedestrian access, amenity and connectivity delivered by the CBD Revitalization Project.

- Supports the large regional shopping market. - Improves perceptions of Shepparton and supports increased visitation and investment in the CBD precinct. - Connecting the CBD with SAM trough art initiatives such as Aboriginal Street Art Project.. - Improves linkages between Railway Precinct Masterplan and the new SAM

Implement the recommendations of Shepparton’s Events Strategy, including:

SH10: Shepparton Events Program

Shepparton

Supporting Events

- Promote and position Greater Shepparton as Regional Victoria’s and Australia’s sports events capital

- Building on Shepparton’s role as a major events hub.

- Diversify the events base and leverage significant investment in arts and cultural assets (i.e. SAM) by supporting more arts, food, cultural and music events

- Providing a diverse events program that matches with target markets.

- Filling gaps in the events calendar which match with Shepparton’s product strengths.

- Explore opportunities to grow the business events sector Develop Shepparton’s Indigenous product, including:

SH11: Indigenous Product and Events Development for Shepparton

Shepparton

Destination Positioning Opportunities

- Continue to expand the botanic gardens with indigenous bush food garden along the Goulburn River Parkland, with a contemporary design, such as Cranbourne Botanic Parklands; - Investigating the feasibility of a regular indigenous market in Shepparton; and - Providing a regular Indigenous event in Shepparton. - Promote indigenous street art in the CBD

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- Supporting the indigenous product and the indigenous strengths of the region. - Adding to the retail and market offer in Shepparton. - Supporting daytrip and cultural visitation. - Creating activity and opportunity on the Goulburn River.


SH12: Completion of Shepparton Showground’s Multipurpose Events Centre. SH13: Tatura Park Expansion

Shepparton

Strategic Development Opportunities

Extension of the multipurpose venue to develop the site to accommodate sports and outdoor events.

Tatura

Strategic Development Opportunities

Build on the existing success of Tatura Park and support future expansion needs/requirements.

- Enhancing events capacity and capabilities. - Allowing the growth of other major events. - Supporting the strategic priorities of the Greater Shepparton Community. - Building on existing infrastructure and success. - Supporting the events capacity of the region; such as Dairy Week.

Low Cost Group Accommodation Facility, Shepparton

Accommodation SH14: Kids Town Improvements

SH15: Equine Infrastructure

SH16: The Shepparton Bypass Stage 1

Shepparton

Shepparton

Shepparton

Strategic Development Opportunities

Develop a business case to include accommodation at the adventure play-ground to provide a low cost group accommodation establishment to cater for the family market, groups, backpacker market in the region. Food Hub Support the Shepparton Food Hub Project, which will be a multi-functional site for growing food, teaching about fresh food production, local food trading and nutrition as well as generating tourism for the site and region.

Strategic Development Opportunities

Complete a study into equine infrastructure in Shepparton and surrounding region and implement the findings for strategic delivery. This will consider Goulburn Valley Harness and Greyhound Precinct, W.B. Hunter Reserve and Tatura Park

Infrastructure

The Goulburn Valley Highway passes through the CBD in Shepparton, creating significant congestion and impacting on amenity in Shepparton. A bypass is will relieve these

- Encouraging travellers to stay longer in the region. - Integrates needed low-group accommodation into the wellestablished adventure play-ground. - Delivering a new product in Shepparton / Mooroopna. - Linking with the food strengths of the region

- Creating a premier equine attraction in the north of the region. - Supporting racing events.

- The bypass will significantly improve the amenity in Shepparton and Mooroopna, by improving safety, reducing congestion, improving cross-CBD accessibility and supporting a pedestrian friendly environment.

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issues and improve travel times to the north of the state. The project has been brought forward to the implementation phase, with Stage 1 currently underway with land acquisition and preliminary construction works. Shepparton Aerodrome is currently a twin runway aerodrome that caters for light aircraft, pilot training and charter flights. Greater Shepparton City Council and the aerodrome have aspirations to relocate or redevelop the airport. This could increase the potential for training, private charter and events activities.

SH17: Shepparton Aerodrome Relocation or Redevelopment

Shepparton

SH18: Australian Botanic Gardens Development

Shepparton

Strategic Development Opportunities

Continued planning and development of the Australian Botanic Gardens in Shepparton to capitalize and strengthen visitation.

Shepparton

Strategic Development Opportunities

Implement a range of strategies for activating SAM including precinct improvement, events, exhibitions and other artistic and creative projects in Shepparton.

Accommodation

Provide high quality motel accommodation to cater for the events / overspill market.

SH19: Activating Stand Alone Shepparton Art Museum

Infrastructure

- Improve overseas awareness of the region and have a flow-on impact on local accommodation establishments and the economy. - Providing a capacity for new regional events. - The ability for high yield, private aircraft to visit and spend time in the region.

- Providing high quality visitor product. - Developing existing assets.

- Identify opportunities to grow and broaden the new asset. - Activation and consolidation of precinct space.

Tier 3 Projects SH21: Quality Motel Accommodation in Tatura SH22: Boutique Accommodation in Dookie

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Tatura

Dookie

GRVT DMP UPDATE 2017 GOULBURN RIVER VALLEY TOURISM

Accommodation

Provide a boutique establishment in Dookie.

- Diversifying the accommodation product and meeting existing gaps in the offer. - Catering for any overspill from Shepparton during major events. - Diversifying the accommodation product and meeting existing gaps in the offer. - Supporting visitation to the GRV region’s boutique towns. - Supporting the emerging Dookie Arts Scene


SH23: Boutique Accommodation in Murchison

Murchison

SH24: Reinvest in Existing Motel Accommodation

Shepparton

SH25: Investigate Farm Gate Opportunities (Accommodation, Produce, Retail)

SH26: Dookie & Murchison Rail Trail Extensions

Shepparton

Accommodation

Accommodation

Provide a small-scale motel and a boutique establishment in Murchison. Support reinvestment in existing motel accommodation in Shepparton to increase the quality of existing stock.

- Diversifying the accommodation product and meeting existing gaps in the offer. - Supporting visitation to the GRV region’s boutique towns. - Diversifying the accommodation product and meeting existing gaps in the offer. - Improving quality and the existing offer.

Food and Dining

Support farm gate and local produce businesses, both on farms and in townships across the Shepparton Region, providing:

- Strengthening the farm gate and local produce offer.

Accommodation

- Accommodation opportunities; and

- Capitalising on local niche agricultural assets.

- Consolidating the tourism product.

- Retail / local product sales.

Dookie & Murchison

Accessing Water and Nature Based Assets

Investigate the infrastructure requirements for the improvement and extension of the existing rail trail routes.

- Provide a safer and more inviting environment for cyclists including end use facilities and services such as access to drinking water, showers and toilet facilities, as well as ease of access to points of interest, good food, coffee, beer and wine. - Providing better access to a unique cycling geography that traverses the open farmland of the Goulburn River Valley. - Encouraging increased cycling visitation

SH27: Mount Major Mountain Bike & Walking Trails

Dookie

Accessing Water and Nature Based Assets

Work with Goulburn Valley Mountain Bike Club and Melbourne University to establish a longterm master plan to expand trails and facilities at Mount Major to encourage greater visitation to the Dookie area.

- Further developing the successful existing mountain biking product. - Promote Mount Major as a premier mountain biking destination in Victoria.

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Urban Enterprise

389 St Georges Road, Fitzroy North, Vic, 3068

(03) 9482 3888

www.urbanenterprise.com.au

Goulburn River Valley Destination Management Plan 2017  

The Goulburn River Valley Destination Management Plan provides a strategic approach to growing tourism in the Goulburn River Valley region;...

Goulburn River Valley Destination Management Plan 2017  

The Goulburn River Valley Destination Management Plan provides a strategic approach to growing tourism in the Goulburn River Valley region;...

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