goulburn river valley tourism destination management plan (2014)

Goulburn River Valley Destination Management PlanGOULBURN RIVER VALLEY TOURISM | APRIL 2014

Authors

Mike Ruzzene

Jon Power

© Copyright, Urban Enterprise Pty Ltd, April 2014 This work is copyright. Apart from any use as permitted under Copyright Act 1963, no part may be reproduced without written permission of Urban Enterprise Pty Ltd.

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Disclaimer

Neither Urban Enterprise Pty. Ltd. nor any member or employee of Urban Enterprise Pty. Ltd. takes

responsibility in any way whatsoever to any person or organisation (other than that for which this report has

been prepared) in respect of the information set out in this report, including any errors or omissions therein.

In the course of our preparation of this report, projections have been prepared on the basis of assumptions

and methodology which have been described in the report. It is possible that some of the assumptions

underlying the projections may change. Nevertheless, the professional judgement of the members and

employees of Urban Enterprise Pty. Ltd. have been applied in making these assumptions, such that they

constitute an understandable basis for estimates and projections. Beyond this, to the extent that the

assumptions do not materialise, the estimates and projections of achievable results may vary.

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

U R BA N E N T E RP R I S E P T Y L T D i

A P R I L 2 0 1 4

CONTENTS

GLOSSARY 3

EXECUTIVE SUMMARY 4 1. PROJECT OVERVIEW 6

1.1 . PROJECT SCOPE & OB JECT IVES 6 1.2 . DEST INATION MANAGEMENT PLANNING 6 1.3 . REPORT ING 7

PART 1: CONTEXT AND BACKGROUND RESEARCH 8

2. THE GRV REGION 9 2.1 . THE NEED FOR GRVT 9 2.2 . SUB REG IONS AND REGIONAL PRODUCT 9

3. EVIDENCE BASE & TOURISM DEVELOPMENT NEEDS 13 3.1 . STRATEGIC POL ICY OVERV IEW 13 3.2 . TOURISM DATA ANALYS IS 14 3.3 . TARGET MARKET SEGMENTS 14 3.4 . STAKEHOLDER FEEDBACK 15 3.5 . V IS ITOR PREFERENCES SURVEY 16 3.6 . AUDITS 17

PART 2: DESTINATION MANAGEMENT PLAN FRAMEWORK 22 4. OVERVIEW 23

4.1 . DMP DEVELOPMENT AND STRUCTURE 23 4.2 . PROJECT ASSESSMENT METHODOLOGY 24

5. STRATEGIC DEVELOPMENT THEMES 26

6. PRIORITY PROJECTS 30 6.1 . OVERVIEW 30 6.2 . PROJECT 1 : STAND ALONE SHEPPARTON ART MUSEUM 32

6.3 . PROJECT 2 : SEYMOUR R IVERS IDE PREC INCT 33 6.4 . PROJECT 3 : MARYSVILLE SPA AND WELLNESS 34 6.5 . PROJECT 4 : GREAT V ICTORIAN RAIL TRA IL EXPANS ION AND PRODUCT DEVELOPMENT 35 6.6 . PROJECT 5 : LAKE E ILDON WATERFRONT DEVELOPMENT OPPORTUNIT IES 36 6.7 . PROJECT 6 : RA IL CAPACITY & FREQUENCY 37 6.8 . PROJECT 7 : BROADFORD STATE MOTORCYCLE SPORTS COMPLEX 38 6.9 . PROJECT 8 : NAGAMBIE REGION H IGH QUAL ITY ACCOMMODATION 39 6.10. PROJECT 9 : R IVERFRONT DEVELOPMENT OPPORTUNIT IES , SHEPPARTON 40 6.11. PROJECT 10: SHEPPARTON BRANDED ACCOMMODATION 41 6.12. PROJECT 11: TOOLANGI CANOPY TOUR 42 6.13. PROJECT 12: EUROA SEVEN CREEKS PREC INCT 43

7. DESTINATION DEVELOPMENT OPPORTUNITIES 44 7.1 . INTRODUCTION 44 7.2 . K ILMORE / BROADFORD 46 7.3 . SEYMOUR AND SURROUNDS 50 7.4 . K INGLAKE RANGES 53 7.5 . YEA AND SURROUNDS 56 7.6 . ALEXANDRA / MARYSV ILLE / E ILDON 59 7.7 . NAGAMBIE AND SURROUNDS 63 7.8 . EUROA AND THE STRATHBOGIE RANGES 67 7.9 . SHEPPARTON AND SURROUNDS 71

2 GOULBURN R IVER VALLEY DEST INATION MANAGEMENT PLAN

8 . STRENGTHENING THE GRV REGION 78 8.1 . INTRODUCTION 78 8.2 . ACHIEV ING TOURISM V ICTORIA RECOGNIT ION 78 8.3 . A REG IONAL APPROACH TO MARKET ING, INFORMATION DISTR IBUT ION & POS IT IONING 79 8.4 . INDUSTRY DEVELOPMENT AND SUPPORT 80 8.5 . STRENGTHEN ING THE REGION’S FOOD & WINE CREDENTIALS 81 8.6 . PROMOTING THE REGION’S BOUT IQUE V ILLAGES 81 8.7 . IMPROVING ACCESS AND INFRASTRUCTURE ALONG THE GOULBURN R IVER 82 8.8 . DEL IVER ING TOUR ING ROUTES 82

GOULBURN R IVER VALLEY TOUR ISM 3

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GLOSSARY

ABS Australian Bureau of Statistics

IVS International Visitor Survey

NVS National Visitor Survey

TFC Tourism Forecasting Committee

TRA Tourism Research Australia

GRVT Goulburn River Valley Tourism

GRV Goulburn River Valley

DMP Destination Management Plan

VFR ‘Visiting Friends and Relatives’ segment of the visitor market

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

Overnight Visitor

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


EXECUTIVE SUMMARY

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

of Goulburn River Valley Tourism (GRVT), to provide a strategic approach to growing tourism

in the Goulburn River Valley (GRV) region; aligning with key visitor needs and building on the

GRV region’s existing strengths.

The plan has been developed by undertaking extensive consultation with industry and

stakeholders, an assessment of existing policy and strategies and detailed secondary and

primary research into existing and potential visitor markets to the GRV region. The DMP draws

on a ‘Background Issues and Opportunities Paper’ (December 2013) which provides the

evidence base to support the development of the DMP.

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

Goulburn River Valley Tourism: Greater Shepparton, Mitchell, Murrindindi and Strathbogie, the

plan is not a council policy document. It presents strategic opportunities for the Goulburn River

Valley region, endorsed by the Goulburn River Valley Tourism Board.

The key target markets for the Goulbourn River Valley region are families, older travellers /

couples, socially aware and experience seeking/ self-drive international visitors. Other niche

markets for the GRV region include sports and backpacker markets.

Primary research into visitor preferences was conducted with existing and potential visitors to

the GRV region. This has assisted in identifying visitor preferences and the gaps in current

provision of tourism product in the region. Overall, research has highlighted the importance of

food, wine and the availability of local produce; and the importance of an accessible and well

recognised nature based tourism product. Key gaps identified by visitors include specific

events, equine product, music/arts/culture and history and heritage product. These gaps

highlight the need for developing product aligned to these themes and also the need to create

awareness around existing product.

A detailed product audit has highlighted the GRV region’s strengths as food and wine, equine,

history/heritage and arts/culture. Common tourism product gaps identified across the region

include self-contained accommodation, large contemporary accommodation facilities,

noteworthy dining experiences and accessible local produce and farm gate attractions.

The key gaps in infrastructure found across the region relate to transport infrastructure such as

the capacity and frequency of rail services and access infrastructure to waterways and

State/National Parks such as trails, jetties and boat ramps.

Building on the issues and opportunities identified, the DMP sets the following ten strategic

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: Capitalising on the equine sector;

Theme 5: Destination positioning;

Theme 6: Defining new touring routes and linkages;

Theme 7: Improving the accommodation offer;

Theme 8: Enhancing the food and dining offer.

Theme 9: Place making; and

Theme 10: Improving accessibility and transport infrastructure.

The growth of tourism in the GRV region is dependent on having strong individual destinations

with a critical mass of product and experiences aligned to the destination’s existing and

emerging strengths.

This approach is reflected in the DMP which adopts a sub-regional approach to product

development; seeking to identify a suite of product development opportunities across eight

individual sub-regions. These opportunities seek to lift the visitor offer in the region to the next

level, based around development of new destination products and experiences.


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

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

overarching priority projects, which are considered game changing opportunities for the region.

These projects include:

1. Stand alone Shepparton Art Museum;

2. Seymour riverside precinct;

3. Marysville spa and wellness;

4. Great Victorian Rail Trail expansion and product development;

5. Lake Eildon waterfront development opportunities;

6. Rail capacity and frequency;

7. Broadford State Motorcycle Sports Complex;

8. Nagambie region high quality accommodation;

9. Riverfront development opportunities, Shepparton;

10. Shepparton branded accommodation;

11. Toolangi canopy tour; and

12. Euroa Seven Creeks precinct.

These projects have been identified as key priorities from over 120 product development

initiatives identified in the region, based on their ranking against a set of agreed assessment

criteria which consider economic impact, yield, ability to raise awareness, linkages to existing

product strengths and alignment with key target markets.

In addition to product and infrastructure projects, the DMP also provides region-wide directions

relating to regional positioning, industry development and regional touring routes.

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

will support the development of tourism product and experiences by:

Providing a focus for regional and local level resources;

Supporting key tourism/infrastructure funding and grant applications;

Adding strategic/policy weight to key regional projects; and

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


1. PROJECT OVERVIEW

1.1. PROJECT SCOPE & OBJECTIVES

Goulburn River Valley Tourism (“GRVT”) has commissioned a Destination Management Plan

(“DMP”) for the Goulburn River Valley (“GRV”) region, which incorporates the individual

municipalities of the City of Greater Shepparton, Murrindindi Shire, Mitchell Shire and

Strathbogie Shire.

The DMP will provide a strategic approach to prioritising key tourism experiences and product

development opportunities in the region. It will set the framework to drive visitation and

economic growth in the region; and improve overall perceptions and awareness of GRV as a

premier tourism region in Victoria. The key objectives are to:

Provide overarching strategic direction for GRVT;

Define clear actions and investment opportunities for the region;

Articulate current market perceptions;

Identify triggers for visitation to the region;

Identify gaps in the current product offer;

Prioritise product development opportunities;

Identify targets for promotion and prepare investment material; and

Follow best practice in destination management.

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

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

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

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

1.2. DESTINATION MANAGEMENT PLANNING Destination Management Planning is a collaborative, holistic approach to tourism development

that seeks to ensure that tourism adds value to the economy, social fabric and ecology of

communities. The DMP draws on a wide range of primary research, policy analysis and

consultation in order to understand the priorities for tourism development in a region.

This background research and analysis is contained in an ‘Issues and Opportunities Discussion

Paper’, which provides the evidence base for the DMP and sets the framework for its

development by providing an understanding of the key issues, constraints and product gaps

and opportunities in the region.

This DMP will seek to reflect the unique attributes of each destination in the GRV region;

identifying the product and industry development initiatives that can combine to deliver tourism

growth and visitation in the region. The DMP will specifically seek to:

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

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

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

Raise awareness and increase overall visitation across the region.

The project follows the Guide to Best Practice in Destination Management, as developed by

the Australian Regional Tourism Network (ARTN). It reflects principles of best practice in

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

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

evaluation.


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1.3. REPORTING The DMP has been divided into two sections, which set out the evidence base, background

context and overall DMP framework:

Part 1: Context and Background Research - providing a brief summary of the key

outcomes of the Background ‘Issues and Opportunities Discussion Paper’ (December 2013), including:

An overview of the strengths of the GRV region and sub-regional destinations that

sit within it;

An overview of a strategic policy review;

Significant trends emerging from the analysis of visitation data;

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

Key themes emerging from stakeholder consultation and surveys; and

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

Part 2: Destination Management Plan Framework – focusing on the core

recommendations of the Destination Management Plan, including:

An overview of the Projects Assessment Methodology, which details how project

opportunities and initiatives are prioritised;

Ten overarching Strategic Development Themes, which provide a framework for the

identification of development opportunities across the region;

Project profiles for the region’s Priority Projects, which are the catalyst game

changing opportunities within the GRV;

The identification of a suite of Destination Development Opportunities, at a sub-

regional level, which provide the critical mass of product to lift individual destinations

and the wider regional product offer; and

A set of regional initiatives aimed at strengthening the GRV region, including regional

positioning projects that will assist in knitting together the region from a marketing

and organisational perspective.

FIGURE 1 DMP REPORT DEVELOPMENT


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2. THE GRV REGION

2.1. THE NEED FOR GRVT The Goulburn River Valley Tourism region is one that is, at present, not adequately recognised

in strategic policy or Tourism Victoria’s strategy or marketing. This is reflected by limited

reference to the GRV within tourism policy, literature, marketing and tourism governance

arrangements at Tourism Victoria, where the GRV region sits between four separate tourism

regions: The Murray, Yarra Valley & the Dandenong Ranges, High Country and Daylesford &

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

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

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

creation of GRVT.

GRVT has been formed to represent and provide a focus for the Goulburn River Valley, which

has a blend of high quality tourism assets and a collection of high quality tourism destinations;

linked by a number of diverse and complementary tourism products. Whilst still in its formative

years, GRVT has succeeded in providing a coherent and co-ordinated body which has served

to promote and raise awareness of GRV as a distinct tourism destination in Victoria. Key

successes include:

Successful funding and grant applications;

The provision of a dedicated website, providing visitor information, a detailed holiday

planner, event co-ordination and industry facing data;

The development of dedicated GRVT strategies, including The Goulburn River Valley

Tourism Development Plan (2011), The Goulburn River Valley Strategic Plan (2012) and

The Goulburn River Valley Marketing Plan (2011);

Co-ordination and stakeholder support for Local Government, and representing the

region to State Government and other stakeholders; and

The provision of marketing and business support across the region.

It is important that the DMP provides focus for GRVT and partner stakeholders on delivering

the projects that will have the greatest impact and deliver the most significant flow-on

investment in the region. The DMP will build on the momentum that has been generated by

GRVT and the partner Councils.

2.2. SUB REGIONS AND REGIONAL PRODUCT Goulburn River Valley has a diverse set of strengths that are very different across the region

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

also creates difficulties in packaging a holistic 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;

Equine;

Arts & Culture;

Indigenous Tourism; and

Golf.

These strengths vary from destination to destination across the region and can be better

analysed by assessing the region using a sub-regional or cluster based approach. As set out

in the ‘Issues and Opportunities Discussion Paper’, the GRV region has been sub-divided into

eight key destination clusters which are generally based on:


Differences in the product strengths, landscapes and experiences across regional

destinations;

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

and

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

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

secondary and emerging product strengths. These include:

1. Kilmore / Broadford - the key product themes include history & heritage and sports

(including the Broadford Motorcycle Track).

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 and events.

5. Alexandra, Marysville, Eildon – this cluster has key strengths in its natural attractions,

water-based activities, adventure activities (including cycling), alpine activities and food

and wine.

6. Nagambie and Surrounds – The Nagambie region is a key visitor destination in its own

right, which is characterised by water based activities, equine and food & wine.

7. Euroa and the Strathbogie Ranges – Key strengths of the Euroa and Strathbogie Ranges

sub-region include wineries and farm gate produce, natural attractions, cycling, equine

and events.

8. Shepparton and Surrounds – Shepparton and its surrounding area forms a sub-region at

the northern extent of GRV and core strengths include sporting events, business &

conferencing, festivals & events, food and wine, history & heritage, arts/ culture and

indigenous product.

Table 1 illustrates the relative product strengths of each sub-regional destination based on the

strengths of the wider region. The product strengths are categorised as:

Primary – is 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 – there is 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 1 SUB-REGIONAL PRODUCT STRENGTHS

Sub‐Regional Destination and Key Product

Product Category Kilmore / Broadford Seymour & Surrounds Kinglake Ranges Yea and Surrounds Alexandra,

Marysville, Eildon Nagambie & Surrounds

Euroa & Strathbogie Ranges

Shepparton and Surrounds

GRVT REGION

1. Nature‐Based & Adventure/Sports

Access to Goulburn River, Great Victorian

Rail Trail

Adventure activities, Mountain biking,

Kinglake National Park

Yea Wetlands, access to natural assets, Y

Water Centre

Adventure Alpine (Lake Mountain),

water‐based (Eildon), cycling and biking

Water based activities, the Nagambie waterways

The Strathbogie Ranges

Sports facilities, Kidstown

(adventure), the Goulburn River

2. Food & Wine Wineries & links to Heathcote Wine

Region

Farm gate and local produce, Kinglake

Market

Dining experiences wineries

Warm and cold climate food, farm gate and wineries

Wineries, links to the Heathcote Wine

Region

Wineries, cellar door, local produce

Wineries, cellar door, local produce,

primary food producers

3. Festivals & Events

National Motorcycle Track, Sporting Events,

Cultural Events

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

Sporting, arts & culture, community

Adventure/Sporting events, cycling

Sports and water based events

Music, art/culture, family

Major sporting events (Tatura Park, Shepparton Sports

Complex)

4. Business & Conferencing

Seymour – Regional

Centre/links to Melbourne

Large conference facilities (Marysville)

Major business centre with events and conference

facilities

5. History & Heritage

Heritage streetscapes Military history

Military and Rail History

Heritage streetscapes and architecture

Military history (Tatura War Camps)

6. Equine Kilmore Racing Track Stables, studs and racing

Stable and stud operations, racecourses

Stable and stud operations, racecourses

Major stud and stable operations

Major stud and stable operations

Racing and Tatura Park

7. Arts & Culture Boutique offer (Tallarook)

Local artists, galleries and retail




Emerging arts and events

The Shepparton Art Museum

8. Indigenous Emerging indigenous arts, interpretive

centre

9. Golf

Primary Secondary Emerging


F IGURE 2 SUB-REGIONAL PRODUCT STRENGTHS MAP


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3. EVIDENCE BASE & TOURISM DEVELOPMENT NEEDS

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

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

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

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

DMP.

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

underpins the strategic assessment of projects, including:

An overview of the strategic policy review;

Significant trends emerging from the analysis of visitation data;

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

Key themes emerging from stakeholder consultation; and

The results of a regional product audit.

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

and Opportunities Discussion Paper’ (December 2013).

3.1. STRATEGIC POLICY OVERVIEW A review of Federal, State and Local Government strategy and policy provides a snapshot

of existing strategic policy direction for tourism and the GRV region.

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

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

decade. In particular, nature-based tourism is recognised as the most popular tourist

attraction in Regional Victoria and the GRV region.

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

Regional and Sub-Regional level, is that the Goulburn River Valley region is not adequately

recognised as a stand-alone tourism region within regional strategic or tourism policy;

evidenced by the fact that it falls between four distinctly different tourism campaign and

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

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

River Valley.

However, GRVT has sought to provide a focus for the region and is now a crucial platform

in driving tourism policy across the Goulburn River Valley. GRVT is supported by local

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

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

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

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

adventure activities;

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

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

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

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

(including major events, mountain bike trail development and motorsport

development).

The Equine Industry – including events, equine tourism packages, accommodation

and international promotion; and

Visitor Accommodation – including high quality accommodation, self-contained

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

accommodation (in town centres) and winery accommodation.

Across the four municipalities in the region, tourism is embedded as a key pillar of the local

economy. Policy support for tourism development is well established and local strategic

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


3.2. TOURISM DATA ANALYSIS An analysis of visitor markets 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 market, informing the identification of

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

opportunities.

The data has highlighted the following key trends in visitation:

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

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

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

overnight visitation.

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

Marysville, are the major drivers of visitation in 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 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.

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

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

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

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

couples and ‘Families with young children’ are key market segments for regional

visitation; reflecting the importance of touring couples and families to the GRV region.

3.3. 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:

CORE MARKETS

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.

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

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

food and wine experiences, National Parks, swimming and wildlife. Socially aware

travellers are generally high yielding and prefer hotel or self-contained

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

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

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

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

Experience Seeking / Self-drive International Visitors – whilst the international market

does not provide significant visitation for the region at present, it is a market segment

that will be drawn by the development of premier or unique assets, such as tourism

icons or a critical mass of packaged tourism products. Experience Seekers are more

likely to visit regional areas, stay longer in the region and have a higher than average


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

high quality visitor experience.

NICHE MARKETS

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.

3.4. STAKEHOLDER FEEDBACK Stakeholder consultation, as part of the Background ‘Issues and Opportunities Discussion

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

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

survey.

Consultation identified a number of assets, issues and opportunities across the GRV

region. The results of consultation, however, do not constitute a definitive list of issues and

opportunities, nor does it necessarily represent the view of Urban Enterprise, GRVT or the

partner Councils. It represents a snapshot of the key issues raised by a diverse group of

stakeholders during consultation. The following provides an overview of the common

issues and opportunities that have emerged from the consultation process.

I SSUES AND CONSTRAINTS

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

region, Council municipalities and individual townships. The key issues of regional

significance identified during the consultation process include:

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

A lack of quality dining experiences and range of options;

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

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

based attractions across the region;

Poor signage and wayfinding across the region;

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

Poor east-west connection across the region;

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

Regulatory issues, including planning and red tape; and

Land ownership and property acquisition issues.

PRODUCT AND INFRASTRUCTURE GAPS/OPPORTUNIT IES

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

Improving the quality and range of accommodation in the region;

Improving the quality of the food and drink offer;

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

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

Improving access to the region’s lakes and waterways;

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

Cycling and mountain biking product opportunities, including improved infrastructure

for trails across the region and capitalising on the Great Victorian Rail Trail;

Co-ordinated events and marketing across the region, including new event

opportunities in appropriate locations;

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

Linking with high schools to train appropriate staff; and

Providing operator education and training programs.


3.5. VISITOR PREFERENCES SURVEY As part of the Destination Management Plan, research was conducted with potential and

existing visitors to Goulburn River Valley region, via an extensive online visitor survey.

Research has highlighted the following key considerations for the Goulburn River Valley

DMP.

FOOD AND WINE

Potential and existing visitors to the Goulburn River Valley region perceive the region as a

food and wine destination.

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

pub/bistro and al fresco dining. The preference for food experiences highlights the

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

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

market.

Furthermore, activity preferences highlight that visiting local markets is the second most

popular preferred activity for potential and existing visitors to the Goulburn River Valley

region. This again reinforces the demand for farmers markets and farm gate experiences

across the region.

NATURE BASED TOURISM

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

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

gardens.

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

there appears to be gaps in the provision of some nature based activities, particularly

wildlife parks, gardens, and visiting National Parks.

In the case of visiting National and State Parks, there is significant supply of product,

however the access and marketing around some of this product might be limiting visitation.

EVENTS

Whilst the Goulburn River Valley has a number of events and festivals, the existing and

potential visitor markets have identified that the development of more unique events will

provide greater incentive to visit the GRV region. Events centred around wineries, equine,

music, arts/culture and the family market should be considered as areas which could

significantly drive visitation to the region.

ACCOMMODATION

Potential and existing visitors were asked a question regarding accommodation

preferences. Overall the accommodation preferences of surveyed visitors matched the

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

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

typologies to complement the existing accommodation base.

CULTURAL AND HER ITAGE TOURISM

Cultural and heritage tourism was identified as a secondary and emerging strength across

the region, however, the surveyed visitor markets highlighted a much greater preference

for cultural and heritage activities than activities currently experienced by actual visitors to

the region.

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

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

buildings/product and art/craft retail.


A P R I L 2 0 1 4

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

experience, infrastructure and regional marketing is the development of detailed audits that

capture the tourism performance of the region at present. This provides an opportunity to

identify the key gaps in the region in terms of product, infrastructure and marketing activity;

providing a holistic analysis of where tourism development is lacking in the region at

present.

A detailed analysis of the audits is contained in the ‘Issues and Opportunities Discussion

Paper’ and a brief synopsis of the key outcomes and identified gaps is contained below.

PRODUCT AND EXPERIENCE AUDIT

A tourism product and experience audit seeks to understand the diversity of tourism product

across the region and the current gaps in the product and experience offer. The GRV region

provides a diverse range of visitor product and experiences, which have some common

themes across the region, but also reflect the differences in terms of landscape, location,

accessibility of the distinctive sub-regional destinations.

Tourism products and experiences that span the GRV region often have close links to the

Goulburn River, which provides irrigation, agricultural and recreational assets for the

region; such as fishing and water based recreation.

The region is renowned for its food and wine production and reputation as the ‘Food Bowl

of Australia’. In particular, quality experiences, such as Tahbilk, Mitchelton Wines and

Fowles Wine offer both cellar door and high-end dining experiences.

Adventure and nature based recreational experiences are also crucial to the product profile

of the region, including water based recreation at Lake Eildon and Nagambie and iconic

walks and waterfalls in Marysville. Canoeing on the Goulburn River, bush walking, hiking

and cycling and mountain biking are key experiences in the region’s nature based product

and experience offer.

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 strength of the region; however the

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

present.

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

destination is not characterised by one distinct tourism product, but rather clusters of

product that flow across municipal boundaries.

Figure 3 provides an overview of the regional product audit. The product which is most

common across the region is nature based tourism, followed by wineries.

FIGURE 3 GRV PRODUCT OVERVIEW

Product Proportion of Total Product

Example Regional Attractions

Noteworthy Dining 8% The Teller Collective, Bank St Wood Fired Pizza and Garden, Fowles Wine Cellar Door.

Wineries 22% Tahbilk Winery, Fowles Wine, Mitchelton Winery, Sedona Estate Winery, Tallis & Longleat.

Nature Based Tourism 31% Lake Eildon National Park, The Great Victorian Rail Trail, Kinglake Ranges, Lower Goulburn National Park, Strathbogie Ranges, Lake Mountain

Equine 6% Tatura and Shepparton Racing Club, Shepparton Harness Racing Club, Kilmore Racing Club, Seymour Racing Club, Alexandra Racing Club, Tatura Park.

History & Heritage 13% The RAAC Memorial & Army Tank Museum, Vietnam Veterans Commemorative Walk, Hume and Hovell Cricket Ground, Shepparton Motor Museum, Historical Society of Mooroopna, Tatura Irrigation and Wartime Camps Museum, Seymour Railway Heritage Centre, Historical Society of Mooroopna and Shepparton, Alexandra Timber Tramway and The Australian Light Horse Memorial Park.

Arts & Culture 13% Shepparton Art Museum (SAM), Gallery Kaiela, Bangerang Cultural Centre.

Golf 7% Shepparton Golf Course, Mooroopna Golf Club, Hilltop Golf and Country Club and Marysville Golf Club.


Analysing the tourism product and experiences across sub-regional destinations provides

an in-depth assessment of tourism product at a destination level. Using the eight 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.

Table 2 overleaf provides an overview of the gaps that have emerged from the regional

product and experience audit. These gaps provide a framework from which to develop the

suite of opportunities contained within the DMP. Whilst not all gaps necessarily need to be

addressed, it provides an opportunity to understand where gaps could be filled to align with

target market needs and expectations, such as high quality accommodation in the region.

INFRASTRUCTURE

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 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; and

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

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

MARKETING

The print and online marketing presence in the region provides a thematic approach at

GRVT level and a destination focussed approach at a sub-regional level. The print media

presence for the region could benefit from a more co-ordinated approach, at GRVT level

down to the sub-regional level, to ensure that the region is cohesively marketed and

focussed on the suite of visitor products and experiences in destinations across the region.

In terms of improving the region’s online visibility, the development of an online strategy is

recommended to address perceived gaps in the online experience. Key gaps which should

be addressed include:

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

Limited online sub-regional representation;

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

websites operated by third parties;

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

through social media networks;

Static information which deters repeat online visitation;

Target audience confusion, with some websites targeted at both the visitor and the

local community / tourism industry;

A misrepresentation of key product strengths in the region (on private / external

websites); and

Gaps in itinerary development, interactive maps of where and how to access

particular attractions, package deals and references to events held in the region.


A P R I L 2 0 1 4

TABLE 2 SUB-REGIONAL PRODUCT GAP SUMMARY

Sub‐Regional Destination Identified Product Gaps

1. Kilmore / Broadford 1. Noteworthy dining in the Kilmore / Broadford region. A quality bistro style food option would suit the region, particularly Broadford.

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

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

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

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

2. Seymour & Surrounds 6. A quality café / boutique / coffee offer in Seymour; this could be linked to the Vietnam Veterans Commemorative Walk. This could increase yield, capture passing trade and cater to strong business markets.

7. General quality of dining options in the region.

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

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

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

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

3. Kinglake Ranges 12. Farm‐gate attractions and farm‐gate businesses across the Kinglake Ranges to attract day trip / passing visitation from Melbourne.

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

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

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

4. Yea and Surrounds 16. A boutique retail operator in Yea, such as an arts / crafts / local produce store could capture passing snowfields visitors and diversify the township offer.

17. High quality self‐contained accommodation in Yea.

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

19 . Backpacker/group accommodation to capture the itinerant worker visitation in Murrindindi Shire.

20 . Providing product and infrastructure to capitalise on Yea’s location as a key destination on the Great Victorian Rail Trail.



5. Alexandra, Marysville, Eildon 21. Quality food and dining options in both Alexandra and Eildon.

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

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

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

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

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

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

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

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

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

6. Nagambie & Surrounds 31. Quality dining options in Nagambie (preferably waterfront) to cater for its growing status as a holiday/leisure destination.

32. Commercial boating and tour operations to service the Nagambie Waterways.

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

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

35. Eco‐tourism opportunities linked to the Nagambie Waterways.

7. Euroa & Strathbogie Ranges 36. Farm gate / farm stay opportunities in the region, capitalising on the strengths of local produce.

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

38 . Product that capitalises on the strategic location of Seven Creeks Park in Euroa.

39 . Night time dining options in Euroa.

40 . The development of RV facilities to capitalise on the stopover potential of Euroa.

41. Self‐contained accommodation in the Strathbogie Ranges.

42. Motel accommodation in Avenel.

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

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

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


A P R I L 2 0 1 4


8. Shepparton and Surrounds 46. New or modern high quality motel or hotel stock (4+ star), including a large format, high quality branded hotel in Shepparton.

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

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

49. A low cost group accommodation facility.

50. Accommodation leveraging off the Goulburn River and its Parkland.

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

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

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

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


A P R I L 2 0 1 4

4. OVERVIEW

Part 2 of the project sets out 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.

4.1. DMP DEVELOPMENT AND STRUCTURE The opportunities in the DMP have been developed based on the research and analysis

undertaken at the issues and opportunities stage of the project, comprising:

Tourism research and forecasts;

Strategy and policy review;

Analysis of target markets;

Stakeholder consultation and visitor market surveys; and

A product, marketing and infrastructure audit and gap analysis.

This analysis has supported the identification of a number of themes, priorities and product

development projects across the region – this process is illustrated in Figure 4 and has led

to the development of:

1. A set of ten overarching Strategic Development Themes, which provide a framework

for the identification of development opportunities across the region. These themes

are common across the whole GRV region and provide an overarching context for the

DMP.

2. The identification of twelve Priority Projects that will act as catalyst, game changing

projects for the region. These projects have been selected using a set of assessment

criteria which is explained in more detail later.

3. The identification of a suite of Destination Development Opportunities, at a sub-

regional level, which will provide the critical mass of product to lift individual

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

development themes. These projects have also been analysed using a set

assessment methodology.

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 4 PRODUCT IDENTIF ICATION & DEVELOPMENT


4.2. 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.

4.2.1. 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 3 overleaf. The Matrix also

provides a summary of the rationale behind project rankings and suggested weightings for

each individual assessment criteria. The assessment is qualitative and subjective; based

on local knowledge, stakeholder consultation, professional experience and a general

assessment of perceived benefits.

4.2.2. 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.

4.2.3. PROJECT SIGNIF ICANCE

Using the adopted assessment criteria, the projects have been prioritised and ranked into

three tiers. These include:

PR IOR ITY PROJECTS (T IER 1 ) CATALYST PROJECTS OF REG IONAL S IGN IF ICANCE

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:

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.

TIER 2 : PROJECTS OF SUB-REGIONAL S IGN IF ICANCE

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 a sub-region or sub-regions; and

Align with key target markets.

TIER 3 : PROJECTS OF LOCAL OR DEST INAT ION S IGN IF ICANCE

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.


A P R I L 2 0 1 4

TABLE 3 PROJECT ASSESSMENT CRITERIA - MATRIX

Rank 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

5

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

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

The project will build on a primary, secondary or

emerging strengths that will enhance a sub-

regional destination or support sub-regional

product

The project can be implemented if significant resources are committed and investment can be

attracted, but has a degree of risk in overcoming

constraints

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

The project will improve perceptions of the sub-

region in terms of product recognition, awareness of the region and penetration

into new markets

2

1

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

The project raises some local awareness of tourism

in a specific destination

The project builds on a local destination strength

or supports a tourism product of local

significance only

Regardless of the quality of the idea, the cost,

barriers to implementation and/or impact on the

community are significant barriers which could be

difficult to overcome

The project does not specifically align with the

preferences of key market segments

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

Weight 10 8 7 6 5 4 3


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.

FIGURE 5 SUMMARY OF STRATEGIC DEVELOPMENT THEMES

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 5 and

explained in more detail in this section.


A P R I L 2 0 1 4

THEME 1 : DEL IVER ING STRATEGIC DEVELOPMENT OPPORTUNIT IES & 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 : ACCESS ING AND UT IL IS ING THE REG ION’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:

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 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 : SUPPORT ING AND DEL IVER ING 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 : CAP ITAL IS ING ON THE EQUINE SECTOR

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

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

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

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

venues.

These strengths are not fully utilised, packaged or recognised as a tourism focussed offer,

but have the potential to draw national and international tourism; particularly in terms of the

thoroughbred and breeding strengths of the region.

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

utilise the equine industry in the region include:

Tour packages and touring routes which encompass the equine industry – promoting

engagement with thoroughbred studs/facilities and investigating the feasibility of

providing high yield tour packages to potentially incorporate complementary strengths

of the region, such as food and wine.


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

internationally recognised and locally recognised assets which will both drive

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

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

history of the region and showcases some of the past and current world class horses

that have been bred or placed at stud in the area.

THEME 5 : DEST INATION POS IT ION ING

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 : DEF IN ING NEW TOURING ROUTES AND L INKAGES

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;

Equine; or

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.

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.


A P R I L 2 0 1 4

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.

THEME 8 : ENHANCING THE FOOD AND DIN ING OFFER

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:

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).

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 MAK ING

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:

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.

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.

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

THEME 10: IMPROVING ACCESS IB IL ITY AND TRANSPORT INFRASTRUCTURE

Providing accessibility and permeability across the region is important in both providing

visitor access to the region and ensuring that visitors can navigate the region in an efficient

and coherent manner. Improving the transport infrastructure can also provide new

opportunities to townships, such as Nagambie where the recent bypass can unlock a new

pedestrian friendly environment and streetscape in the town. Public transport to the

northern and eastern parts of the region is limited with poor or slow rail and bus services.

The region also has two airports, at Mangalore and Shepparton which have the capacity to

cater for light aircraft. Recommended transport projects and initiatives are centred on:

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

Improving the rail network – including the feasibility of improving the capacity and

frequency of rail services to the north of the region;

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.


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.

Twelve Priority Projects have been recommended, based on their ability to deliver the

above criteria and their score in the Assessment Matrix, rather than their geographical or

administrative location. These projects present an opportunity to provide strategic weight,

prioritise resources and focus public sector support on the projects that can transform the

region. The following section provides a summary of each project by setting out:

An overview detailing the project and its key elements. For current projects, this

provides a review of existing proposals, whilst for new projects it provides an

indication of the type of product that it may contain, prior to more detailed investigative

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;

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 twelve recommended Priority Projects is contained below and the broad

location of these projects are illustrated overleaf.

FIGURE 6 SUMMARY OF PRIORITY PROJECTS

Project Sub-Region(s) Location

1. Stand Alone Shepparton Art Museum Shepparton and Surrounds Shepparton

2. Seymour Riverside Precinct Seymour and Surrounds Seymour

3: Marysville Spa and Wellness Alexandra /Marysville /Eildon Marysville

4: Great Victorian Rail Trail Expansion and Product Development

Marysville/Alexandra/Eildon/

Seymour and Surrounds/ Yea and Surrounds

Seymour to Eildon

5: Lake Eildon Waterfront Development Opportunities

Alexandra /Marysville /Eildon Eildon

6: Rail Capacity and Frequency Euroa and the Strathbogie Ranges / Shepparton and Surrounds

Euroa, Nagambie, Shepparton

7: Broadford State Motorcycle Sports Complex

Kilmore/Broadford Broadford

8: Hi Nagambie Region High Quality Accommodation

Nagambie and Surrounds Nagambie Region

9: Riverfront Development Opportunities, Shepparton

Shepparton and Surrounds Shepparton

10: Shepparton Branded Accommodation Shepparton and Surrounds Shepparton

11: Toolangi Canopy Tour Kinglake Ranges Toolangi

12. Euroa Seven Creeks Precinct Euroa and the Strathbogie Ranges Euroa


A P R I L 2 0 1 4

F IGURE 7 MAP OF PRIORITY PROJECTS


6.2. PROJECT 1: STAND ALONE SHEPPARTON ART MUSEUM

6.2.1. PROJECT OVERVIEW

The Shepparton Art Museum (SAM) provides an opportunity to deliver a project that can

generate state-wide and national recognition. It would provide a major museum and gallery

development with the scale and quality to accommodate nationally significant collections.

Key elements of the project include:

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

providing a significant increase in floorspace to display collections including

Australia’s most comprehensive ceramic collection;

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

The incorporation of the significant collection of Australian Aboriginal art owned

by Carrillo Gantner, who has stated his intention to gift the collection to a

redeveloped SAM; and

A platform to showcase further local/regional collections from indigenous

organisations, such as Gallery Kaiela and the Bangarang Centre in Shepparton.

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

6.2.2. RATIONALE

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

Assist in developing Shepparton into a significant cultural tourism destination in

Victoria;

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

such as the Carrillo Gantner collection;

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

visitor markets; and

Significantly improve the awareness and perceptions of Shepparton as a visitor

destination.

6.2.3. LOCATION

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

would identify the needs of the facility and assist in understanding the space requirements

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

excellent accessibility and facilities.

6.2.4. ACTIONS

1. Undertake a scoping study, feasibility study and business plan to determine

governance structures, cultural and heritage assets, costs and space requirements of

the facility.

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

the facility.

3. Secure site, prepare concept drawings and prepare a SAM masterplan, investigating

funding options and developing a detailed concept masterplan.

4. Acquisition of art to support the expanded museum, particularly seek to secure a

bequest of the Carillo Gantner exhibits.

5. Attracting investment and securing philanthropic support for the project and utilising

stakeholders such as the SAM Foundation to fundraise and garner financial support.

Funding partners could include philanthropic organisations/individuals, Local

Government, State Government and potentially the private sector.

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

6.2.5. KEY STAKEHOLDERS

City of Greater Shepparton;

State and Federal Government; Regional Development Victoria;

Friends of SAM;

SAM Foundation; and

Local Indigenous, Art and Cultural Groups/Organisations.


A P R I L 2 0 1 4

6.3. PROJECT 2: SEYMOUR RIVERSIDE PRECINCT


The delivery of a Riverside Precinct in Seymour is dependent on the ability to deliver the

Seymour Flood Levee Mitigation project on the Goulburn River. The flood levee project

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

undergoing preliminary design and feasibility work. 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:

The construction of a levee bank 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 planned Seymour Structure Plan.

6.3.2. 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;

Provide commercial opportunities within a riverside setting and assist in meeting gaps

in the food and dining and accommodation offer in Seymour.

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.

6.3.3. LOCATION

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

design-led masterplan.

6.3.4. ACTIONS

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

8. Undertake land acquisitions and ensure cultural heritage and environmental concerns

are addressed in relation to the levee.

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

to unlock riverside opportunities.

10. Undertake a ‘Seymour Riverside Precinct Masterplan’ to identify riverside

development opportunities and set development parameters for the precinct.

11. Seek to attract investors and consider providing business assistance; including rates

relief, business leases and the use of public land to encourage investment in the

precinct.

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


Mitchell Shire Council

Regional Development Victoria and State Government

Landowners in the precinct


6.4. PROJECT 3: MARYSVILLE SPA AND WELLNESS


Marysville is a town which has made significant progress in its bushfire recovery over the

past five years. In terms of its tourism product and natural assets, Marysville is continuing

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

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

as a major primary 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 visitation and

new visitors in its own right. The project would provide a spa and wellness facility, similar

to the Mornington Peninsula Hot Springs and Hanmer Springs in New Zealand. The facility

will:

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 etc.

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

visitation only (i.e. Daylesford);

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

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

6.4.2. RATIONALE

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

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

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;

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

opportunities;

Attracting key target markets, including families, socially aware and international

visitors and increasing the length of stay and increasing visitation yield; and

Raising awareness and perceptions of the region/destination.

6.4.3. 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.

6.4.4. ACTIONS

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

implications and funding opportunities for a facility.

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

proximity to Marysville, within a natural setting.

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

the facility.

16. Identify funding partners and potential funding streams. Key sources of funding would

include State Government and private enterprise.

17. 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.

18. Implement the project in line with the approved masterplan.


Murrindindi Shire Council;

Regional Development Victoria;

State Government; and

Private developers.


A P R I L 2 0 1 4

6.5. PROJECT 4: GREAT VICTORIAN RAIL TRAIL EXPANSION AND PRODUCT DEVELOPMENT


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;

Extension of the trail from 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

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

6.5.2. RATIONALE

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

aims of the DMP in:

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;

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

premier assets;

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

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

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

catalyst for new investment and opportunities;

Linking with Seymour as a major residential and visitor hub to drive trail use,

capitalising on its excellent rail access; and

Encouraging regional dispersal and encouraging longer stays within the GRV region

for trail users.

6.5.3. LOCATION

The project will focus on product development opportunities across the length of the

network, with specific trail extensions from Alexandra to Eildon and Seymour to Tallarook.

6.5.4. ACTIONS

19. Undertake a feasibility study and product opportunities study to understand cost

implications, benefits, funding opportunities and key constraints which frame the

expansion and identify specific investment opportunities along the length of the trail.

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

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

and Eildon – Alexandra.

21. Identify funding partners and potential funding streams. Key sources of funding would

include State and Federal Government grant funding.

22. 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.



Mitchell Shire Council;

Regional Development Victoria; and

State and Federal Government.


6.6. PROJECT 5: LAKE EILDON WATERFRONT DEVELOPMENT OPPORTUNITIES


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

in five stages, on 163 hectares of land owned by Goulburn Murray Water at Mt Pinniger.

The original proposal consisted of a resort building, including a 150-room hotel, 140 eco-

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

cabins/camping area, a car park, an upgrade of Foggs Lookout on top of Mount Pinniger,

walking tracks, new access roads and infrastructure services.

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

However, there remains a significant opportunity to develop the Goulburn Murray Water

land at Mt Pinniger for a high quality conference and resort development, including high

quality visitor accommodation and business/conferencing facilities. This type of

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

regional offer.

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 location could include

accommodation, retail and waterfront dining.

6.6.2. RATIONALE

The Lake Eildon waterfront has the potential to provide major opportunities to deliver high

quality facilities in the Alexandra/Marysville/Eildon sub-region that will:

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

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

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

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

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

yielding visitors;

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

Better utilise the prime Eildon waterfront.

6.6.3. LOCATION

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

6.6.4. ACTIONS

23. Review previous Mt Pinniger proposals to understand the key issues and constraints

on the site and to identify key factors which have resulted in the project not going

ahead.

24. Identify other potential development sites on the waterfront.

25. Engage with key landowners and operators to understand opportunities.

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

to invest in the site/proposals.

27. Prepare a masterplan to understand development opportunities and infrastructure

requirements.

28. 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.

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

private development proposals.

30. Support the development processes and the project implementation.



Regional Development Victoria;

Goulburn Murray Water; and

State and Federal Government.


A P R I L 2 0 1 4

6.7. PROJECT 6: RAIL CAPACITY & FREQUENCY


A) CAPACITY , FREQUENCY AND SPEED OF SERV ICES

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

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

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

be a priority for GRVT and Local Government.

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.

B ) TOURIST RA IL

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 between Shepparton, Seymour, Avenel and

Euroa.

6.7.2. RATIONALE

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:

Improving accessibility to the region and encouraging increased visitation by new

markets;

Aligning with strategic policy and community / stakeholder views;

Supporting major events in the region, such as music festivals and potentially

unlocking opportunities to deliver new events;

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.

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.

6.7.3. LOCATION

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

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

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

6.7.4. ACTIONS

31. 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 Shepparton with Sydney and Melbourne.

32. 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.



Strathbogie Shire;

Seymour Heritage Rail Centre;and

Public Transport Victoria / VLine.


6.8. PROJECT 7: BROADFORD STATE MOTORCYCLE SPORTS COMPLEX


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

expansion;

The acquisition of land to allow expansion and or redevelopment of the current track

to support high quality events and National level competitions; and

Commercial development opportunities adjacent to the complex, including visitor

accommodation and retail/food and drink.

6.8.2. RATIONALE

The Broadford State Motorcycle Sports Complex supports the aims of the region in

complementing sporting strengths and supporting major events visitation. Redevelopment

of the track will:

Support the strategic aims of Mitchell Shire Council and the wider region in developing

a key asset;

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

and competitions;

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

region;

Provide supporting facilities, such as accommodation and commercial development,

to leverage from and support visitation to the track; and

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

themed township.

6.8.3. LOCATION

The current site of the Broadford State Motorcycle Sports Complex and land adjacent to

the complex which has the potential for acquisition.

6.8.4. ACTIONS

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

Development Study.

34. Support the land acquisition and planning changes necessary to expand/redevelop

the track and unlock commercial development opportunities.

35. Prepare a masterplan for the complex to set out the detailed design considerations

and identify key development opportunities.

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


Mitchell Shire Council; and

Motorcycle Victoria.


A P R I L 2 0 1 4

6.9. PROJECT 8: NAGAMBIE REGION HIGH QUALITY ACCOMMODATION


Nagambie is a burgeoning tourism destination with significant potential to develop into a

high quality, regionally significant visitor destination. It has some of the region’s most

recognisable product in terms of its nature based and food and wine offer. These assets

are characterised by the Nagambie waterways and high quality regionally significant

wineries; such as Mitchelton Wines, Tahbilk Winery and Fowles Wine (in nearby Avenel).

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

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

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

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

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

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

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

and major events; and

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

regional winery.

6.9.2. RATIONALE

A high quality accommodation development would support the emerging product in

Nagambie. It would serve to:

Increase awareness of Nagambie as a food and wine destination that can cater for

socially aware and high yield travellers;

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

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

Diversify the accommodation offer and provide quality and choice; and

Provide a tourism product/brand that is recognisable in its own right.

6.9.3. LOCATION

To be defined during a feasibility study and location assessment. A location in a natural

setting or attached to/within proximity to an existing high quality winery would be the most

appropriate to leverage from high yield visitation.

6.9.4. ACTIONS

37. Engage with existing winery operations to understand development plans and

aspirations.

38. Support operator plans to deliver high quality winery affiliated accommodation and

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

accommodation.

39. Support approval and development processes and project delivery.


Strathbogie Shire Council

Nagambie Region Wineries

Private Investors


6.10. PROJECT 9: RIVERFRONT DEVELOPMENT OPPORTUNITIES, SHEPPARTON


The Goulburn River is often referred to as the ‘life blood’ of the region. Access to the river

and opportunities to provide tourism experiences, activities and product along the river are

limited in Shepparton. A greater understanding of the issues that frame this opportunity are

required in order to move forward and capitalise on one of Shepparton’s most significant

assets.

Undertaking the investigative work and providing the infrastructure necessary to provide

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

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

Provide opportunities to deliver organised commercial water based

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

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

riverfront experience; and

Release commercial waterfront opportunities, including food and dining experiences,

and waterfront accommodation.

Key infrastructure that may enhance the riverside experience could include waterside

tracks and trails, boat ramps and improved canoe/kayak access, vehicular and road access,

public rest and park areas and areas of public space for markets or events. The

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

study. This project would be critical in supporting other projects recommended in the

Shepparton riverside precinct, such as the Victoria Park Lake Masterplan, cabin

accommodation on the Goulburn River and opportunities such as an indigenous public

bush garden on the riverside.

6.10.2. 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 the City of Greater Shepparton; and

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

6.10.3. LOCATION

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

between Jaycee Park and Victoria Park Lake.

6.10.4. ACTIONS

40. Undertake an issues and opportunities study to fully understand the environmental,

physical and infrastructure considerations in various locations along the river.

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

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

design considerations.

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

Government.

44. Support development processes and the project delivery.



State and Federal Government;

Goulburn Murray Water;

Catchment Management Authority; and

Parks Victoria.


A P R I L 2 0 1 4

6.11. PROJECT 10: SHEPPARTON BRANDED ACCOMMODATION


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.

6.11.2. RATIONALE

A major hotel development would be a catalyst to support the development of Shepparton.

It would:

Increase awareness of Shepparton as a destination and improve perceptions through

the delivery of a major brand in a regional area;

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.

6.11.3. LOCATION

To be defined during a feasibility study and location assessment. A location in close

proximity to the CBD core and major venues would be essential and a key location with

vistas and views of the natural offer would be preferable (i.e. adjacent to the Goulburn

River).

6.11.4. ACTIONS

45. Undertake a location assessment to identify appropriate sites for development.

46. Secure/acquire a site for the development.

47. Prepare a development prospectus to take to market and seek to attract a major

international hotel brand.

48. Consider providing development incentives to secure an appropriate operator, such

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

49. Support development processes and the project delivery.



Private hotel operators; and

Private investors.


6.12. PROJECT 11: TOOLANGI CANOPY TOUR


Following an Expression Of Interest process, Parks Victoria previously selected Australian

Zip Line Canopy Tours (AZCT) to investigate the establishment of a guided canopy tour in

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

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

proposal is currently on hold in the approvals process, with the Department of Environment

and Primary Industries (DEPI).

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

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

A Guided Canopy Tour and ‘tree top’ experience, combining adventure with education

and the opportunity to learn about the local environment and history.

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

accessibility groups.

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

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

Potential group accommodation to accommodate education or adventure groups in

the region (in conjunction with the tour hub).

6.12.2. RATIONALE

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

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

particular, it will:

Deliver a catalyst project and potential game changer that will drive new visitation and

potentially deliver new investment, similar to the Otway Fly which now employs 60

seasonal staff and caters for significant year round visitation.

Provide a nature-based activity that is not available 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.

6.12.3. LOCATION

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

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

6.12.4. ACTIONS

50. Review previous Canopy Tour proposals to understand the key issues and

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

ahead.

51. Consider the need to undertake a new feasibility study to understand potential route

options and key issues and constraints to development; including an assessment of

the environmental impact of the proposal.

52. Identify a welcome centre/hub. Consider the appropriateness and availability of the

Toolangi Discovery Centre.

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

proposals.

54. Support the development processes and the project delivery.



Parks Victoria;

Private Sector Partners; and

Department of Environment and Primary Industries.


A P R I L 2 0 1 4

6.13. PROJECT 12: EUROA SEVEN CREEKS PRECINCT


Euroa presents a major opportunity to develop a tourism destination in the east of the

region, which can capitalise on east-west and north-south access routes. Seven Creeks

Park provides an opportunity to create a tourism destination in Euroa, attracting both daytrip

and overnight visitors.

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;

Improved toilet stopover facilities; and

An RV dump point.

6.13.2. RATIONALE

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:

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

attract significant new investment.

Support the development of other new product / projects in Euroa, such as new

accommodation, food/dining and investment in heritage assets and events.

Provide better accessibility and linkages across the Euroa’s key nature based asset;

providing nature based activities and experiences that will add to the critical mass of

tourism product and increase visitor’s length of stay in Euroa.

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

the east of the GRV region.

6.13.3. LOCATION

Seven Creeks Parkland, adjacent to Kirkland Avenue in Euroa.

6.13.4. ACTIONS

55. Update the masterplan for the Seven Creeks Park focusing on tourism opportunities

both on land within and adjoined to the park, identifying issues, development

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

contained accommodation options, walking tracks and a sculpture trail;

56. Identify funding partners and potential funding streams to assist in delivering

development proposals.

57. Consider the need to undertake a feasibility study to understand the costs and

benefits of the key project elements.

58. Secure necessary funding and private sector investment and support the

development processes and the project delivery.


Strathbogie Shire Council;

State Government;

Catchment management authority;

Private developers; and

Friends of Seven Creeks.


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 the equine industry).

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.

This section of the DMP will seek to define how sub-regional clusters and individual

destinations in the region should be developed, in terms of their product offer, experience

development and identity. The following section addresses cross-regional projects and the

positioning of the GRV region in a wider promotional context.

Figure 8 overleaf illustrates the key visitor nodes and destinations in the GRV region, and

provides context for the discussion of destination development opportunities in each sub-

region.


A P R I L 2 0 1 4

F IGURE 8 VIS ITOR NODES


7.2. KILMORE / BROADFORD

The Kilmore / Broadford sub-region lies approximately 45 minutes from Melbourne’s CBD.

It is not traditionally recognised as a primary tourism or visitor destination; however, it

services an important VFR market and has a large population base which is on the

periphery of the metropolitan area. Key to improving the profile and existing visitation to

the region is the need to leverage from, improve and develop existing assets across the

sub-region, such as the state significant Broadford State Motorcycle Complex and the

heritage assets of its townships.

The premier opportunity in the sub-region is the redevelopment of the Broadford State

Motorcycle Sports Complex. There are opportunities in Broadford for additional projects to

support this growth and capitalise on the opportunities that may arise, in terms of branding,

accommodation and supporting product and services. These can better leverage from

events and motorcycle visitation; capturing visitors which currently undertake daytrips only

or low yield overnight options, such as camping; by improving the diversity and quality of

accommodation and dining options.

Kilmore has the opportunity to deliver destination positioning and place making projects

that capitalise on both its heritage streetscape and the proposed Kilmore bypass. These

types of projects will increase the attractiveness of Kilmore as a stopover destination,

attracting new investment and improve perceptions of the town. Other opportunities, such

as supporting a major new event, building on the successful Kilmore Celtic Festival, or

developing the Kilmore racecourse will also provide realistic product goals that will, over

time, begin to develop the product offer in the sub-region.

Wallan and Beveridge are part of a major growth corridor to the north of Melbourne’s Urban

Growth Boundary, which is accommodating significant population drift. It will continue to

be a major source of visitor markets, such as the VFR Market, as the population continue

to grow

Table 4 provides a summary of the key opportunities identified for the Kilmore / Broadford

sub-region.


A P R I L 2 0 1 4

TABLE 4 KILMORE / BROADFORD: PROJECT DESCRIPTION AND RATIONALE

Project Location Theme Project Description Strategic Rationale

Priority Projects

KB1: Broadford State Motorcycle Complex

Broadford Strategic Development Opportunity

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

Expansion of the current track;

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

Infrastructure improvements necessary to support the development.

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

Increasing events potential at the venue.

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 creek-front improvements.

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.

KB3: Broadford Motorcycle Themed Township

Broadford Destination Positioning

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

Promotional material aligned with the State Motorcycle Sports Complex;

Themed interpretation and wayfinding; and

Motorsports themed public art and monuments.

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.

KB4: Kilmore Events Programme Kilmore Supporting Events

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

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

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

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.



KB5: Kilmore Racecourse Development

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

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.

KB6: Kilmore/Wallan Bypass Kilmore Infrastructure Support the Victorian Government’s commitment for the construction of a bypass of Kilmore and Wallan by 2017.

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

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

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

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

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

Tier 3 Projects

KB7: Self-contained Accommodation in Kilmore

Kilmore

Accommodation Provide medium scale self-contained accommodation in Kilmore. Supporting the events programme and racecourse expansion, by providing increased accommodation capacity.

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

KB8: Self-contained Accommodation in Broadford

Broadford

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

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

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

Kilmore

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

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

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

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

KB10: Bistro-type Dining Offer in Broadford

Broadford

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

Diversifying the offer and providing the product to match need.

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

Providing a product that matches the motorcycle visitation market profile.


A P R I L 2 0 1 4


KB11: Restoration of the Kilmore Heritage Streetscape

Kilmore

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

Utilising a major underutilised asset in Kilmore.

Improving perceptions of the destination to visitors.

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

KB12: Kilmore Heritage Walk Kilmore

Destination Positioning

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

Capitalising on bypass proposals and the restoration works project.

Improving perceptions of Kilmore and utilising its heritage assets.


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 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

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 has

plans for future expansion to widen its racing and product offer.

Tallarook is a developing ‘boutique village’ in the region, which has major potential to

leverage from the opening of the Great Victorian Rail Trail. The Great Victorian Rail Trail

is rapidly becoming a premier visitor attraction in the region and a major biking route, which

can be expanded and developed in terms of its product, to cater for increased visitation and

use.

Table 5 provides a summary of the key opportunities identified for the Seymour and

Surrounds sub-region.


A P R I L 2 0 1 4

TABLE 5 SEYMOUR AND SURROUNDS: PROJECT DESCRIPTION AND RATIONALE


Priority Projects

SE1: Seymour Riverside precinct Seymour Strategic Development Opportunity

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

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

Creating a new visitor destination and tourism product in Seymour.

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

SE2: Great Victorian Rail Trail Expansion and Product Development

Seymour / Tallarook

Strategic Development Opportunity

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

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

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

Tier 2 Projects

SE3: Seymour Conference Centre Seymour 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.

SE4: Seymour Military Interactive Museum

Seymour Strategic Development Opportunities

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

Showcasing the unique military strengths of the region.

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

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

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

SE5: Reconfiguration of Seymour Town Centre

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

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

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

Improving perceptions of Seymour.

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

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

Catering for business and VFR markets in Seymour and the sub-region.

Improving the diversity and quality of the accommodation offer.

Meeting a current gap in the product offer.



SE7: Promote Seymour and Surrounds as a Military Themed Region

Seymour Destination Positioning

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

Improve awareness of the military history product in Seymour.

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

Supporting a Military History Touring Route in the region

SE8: New Event(s) in Tallarook Tallarook Supporting Events

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

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

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

SE9: Vietnam Veterans Commemorative Walk Stage 3

Seymour Destination Positioning

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

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

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

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


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

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: Australian Light Horse Memorial Park Masterplan


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

Supporting the rich military history of the area.

Upgrading a unique asset to Seymour.

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

SE12: Seymour Racecourse Redevelopment

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

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

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

Tier 3 Projects

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

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

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

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

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

SE14: Boutique B&B or self-contained accommodation in Tallarook

Tallarook Accommodation Provide a 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.


A P R I L 2 0 1 4

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.

The major attraction in the sub-region is the Kinglake National Park, an important nature

based tourism product for the GRV region. It provides a number of opportunities for visitors

to undertake camping, bushwalking and other nature-based activities; which take in

outstanding natural assets such as Masons Falls. The Kinglake Ranges also has a number

of other waterways which accommodate water activities, such as King Parrot Creek and

the catchment for Yea River. Kinglake is a popular destination for visitors undertaking

adventure activities, such as road cycling, horse riding and mountain biking.

Kinglake is also an area with strengths in its local produce, with farm gate experiences

based around fruit and vegetables that can be experienced by vehicles visiting or touring

through the region.

The Kinglake Ranges must continue its regeneration following the bushfires of 2009 by

providing infrastructure and product to support tourism opportunities, such as infrastructure

to support nature based attractions and new accommodation to address a severe shortage

of accommodation in the sub-region.

There is also an opportunity for the Kinglake Ranges to diversify its product offer and

provide new and unique product and experiences that will transform the offer in the south

of the GRV region, such as a treetop canopy tour, new equestrian centre development and

a high end private spa resort or retreat. These strategic development opportunities offer

an opportunity to diversify the product offer in the Kinglake Ranges and will provide the

catalyst for new investment and supporting product.

Table 6 provides a summary of the key opportunities identified for the Kinglake Ranges

sub-region.


TABLE 6 KINGLAKE RANGES: PROJECT DESCRIPTION AND RATIONALE


Priority Projects

KR1: Toolangi Canopy Tour Toolangi Strategic Development Opportunity

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

A Guided Canopy Tour and ‘tree top’ experience;

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

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

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

Providing a catalyst opportunity.

Supporting the region as a hub for adventure activity.

Matching target markets and increasing visitation to the region.

Tier 2 Projects

KR2: Kinglake Ranges Spa Retreat Kinglake and Surrounds

Strategic Development Opportunity

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

Cater toward private high yield target markets;

Provide high quality accommodation and food and dining;

Have spa/wellness facilities and packages; and

Be in a natural setting.

Catering for high yield socially aware and international visitors.

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

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

KR3: Kinglake Equestrian Centre Kinglake Strategic Development Opportunities

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

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.

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.

KR4: Bowden Spur Mountain Bike Infrastructure

Bowden Spur 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.

Developing the successful existing mountain biking product.

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

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


A P R I L 2 0 1 4


KR5: The Toolangi Discovery Centre Toolangi Strategic Development Opportunities

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

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

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

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

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

Tier 3 Projects

KR6: Infrastructure at Natural Attractions

Kinglake National Park

Accessing Water and Nature Based Assets

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

Supporting bushfire recovery.

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

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

Kinglake Ranges

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

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

Strengthening the farm gate and local produce offer.

Consolidating the tourism product and providing commercial opportunities.

Capitalising on local agricultural assets.

KR8: Farm Gate Accommodation Kinglake Ranges

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

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

Linking with the agricultural strengths in the sub-region.

Providing a farm based experience for visitors.

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

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


Supporting new tourism product in the region.

KR10: Kinglake Ranges Arts and History Walk – Phase 2

Kinglake Ranges


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

Diversifying the product offer in the region.

Supporting new tourism product in the region.

KR11 Kinglake Ranges Business Township Beautification

Kinglake & Pheasant Creek

Place Making Improve Kinglake township and Pheasant Creek business area streetscape.

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


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 access Yea, around 1.5 hours from Melbourne.

The product experienced by stopover visitors in Yea is primarily food and beverage and

retail product servicing passing visitors, supported by accessible stopover facilities for

coach and car visitors. The new Y Water Centre will also become an important facility for

visitors to Yea and a gateway to the surrounding wetlands. The surrounding area is also

an emerging food and wine area, with a number of wineries within proximity to Yea.

A key opportunity for Yea exists in maximising the yield achievable from stopover visitation,

rather than competing with other destinations in the region for significant overnight

visitation. Supporting product such as high quality food and dining and RV friendly facilities

would help to maximise stopover potential. In addition, the streetscape, and particularly

the gateways into the town, would benefit from revitalisation and improved

interpretation/wayfinding in order to improve perceptions and encourage visitors to stop in

Yea.

A major opportunity to increase visitation and encourage longer stays in Yea lie in its

strategic position on the Great Victorian Rail Trail. Positioning the town as a key rail trail

destination and providing the product to support this role will be critical in attracting visitors

and encouraging them to stay longer in Yea.

Yea also has the infrastructure to host major events, with existing events based activities

including the Autumn Festival, a monthly Country Market and a Twilight Market which is

part of the new Yea Arts Carnivalẽ. There is the potential to build on this existing offer and

seek to promote Yea as a key events destination in the region.

Table 7 provides a summary of the key opportunities identified for the Yea and Surrounds

sub-region.


A P R I L 2 0 1 4

TABLE 7 YEA AND SURROUNDS: PROJECT DESCRIPTION AND RATIONALE


Tier 2 Projects

Y1: Promoting Yea as a Key Destination on the Rail Trail

Yea Destination Positioning

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

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

Developing Yea’s current positioning and marketing.

Encouraging longer stays and increased visitation in Yea

Y2: Yea Music Festival and Events Capacity

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

Investigate event locations in Yea to increase capacity

Increasing visitation and length of stay in Yea.

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 in Yea.

Increase longer term and overnight stays.

Y4: Yea Y Water Centre Opportunities

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

Creating opportunities that generate activity at the centre.

Providing a hub for tour experiences (i.e. of the wetlands, wineries or the rail trail).

Investigating the potential of a new events venue to assist the development of Yea’s events program.

Y5: ‘Horse Friendly’ Accommodation Yea Accommodation Support the promotion of horse friendly accommodation establishments in Yea to cater for rail trail visitation and usage by adult horse riders.

Servicing the rail trail as a major horse trail.

Supporting the equine strengths of the region.

Tier 3 Projects

Y6: Yea Streetscape Improvements Yea Place Making Investigate opportunities to improve the Yea streetscape, including:

Signage/wayfinding at key gateways into the town;

Visual amenity at key gateways; and

Landscaping and public realm improvements.

Improving perceptions of the town.

Encouraging increased stopover visitation and longer stays.

Y7: Yea RV Friendly Facilities Yea Destination Positioning

Support the RV Friendly facilities in Yea, including the provision of an RV dump point and RV parking.

Supporting key target touring markets.

Encouraging increased stopover visitation.

Y8: Self Contained Accommodation in Yea

Yea Accommodation Provide a new B&B and/or self-contained accommodation opportunity in Yea.

Diversifying the accommodation product and meeting existing gaps.

Supporting increased rail trail visitation and capturing rail trail users.

Y9: 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.

Supporting the night-time economy.

Providing a range of high quality dining options to cater for rail trail users.



Y10: Local Produce, Cellar Door or Artisans Store in Yea

Yea Food and Dining Provide a Boutique Café or Artisans Store in Yea to cater for stopover visitation.

Providing high quality product to cater for stopover visitation.

Drawing on the food and wine producing strengths of the sub-region.

Seeking to engage with wineries in the Yea area.

Y11: Y Water Centre Path Yea Accessing Water and Nature Based Assets

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

Opportunity to disperse visitors;

Provide rail trail visitors with a destination;

Provide rail trail visitors with visitor information.


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7.6. ALEXANDRA / MARYSVILLE / EILDON

The Marysville / Alexandra / Eildon sub-region has a strong nature based tourism product,

including Lake Eildon National Park, the Great Victorian Rail Trail, Cathedral Range State

Park and the Murrindindi Scenic Reserve. There are abundant opportunities for visitors to

engage in nature based activities, including water and snow based activities, cycling,

walking, and camping; and water based activities at Lake Eildon including kayaking, water-

skiing, fishing and wakeboarding.

The Marysville / 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 Melbourne fringe. The product development opportunities in the sub-

region differ between destinations based on the existing product and future potential, with

Alexandra currently operating as a service centre and Marysville as a traditional

holiday/leisure visitor destination.

Marysville is accessed from Melbourne via Healesville and the Black Spur and from

interstate via the Maroondah Highway. Alexandra is located on the Maroondah Highway

and can be accessed from Melbourne via Yea or via the Black Spur. Eildon is located on

the southern shores of Lake Eildon at the Goulburn River, and can be accessed from

Melbourne via Alexandra. The journey to the sub-region ranges from 2-2.5 hours from

Melbourne. Marysville is also characterised by its proximity to the High Country and alpine

tourism at Lake Mountain.

Marysville is a traditionally strong tourism destination, which is in a transition/recovery

phase following the 2009 bushfires. An opportunity exists to develop new emerging

destination strengths, such as spa & wellness, which can build on this transition and provide

a unique offer for the region. Also, critical to maintaining Marysville’s recovery and

supporting new tourism experiences, is providing the supporting product such as

accommodation and food/drink.

Alexandra functions as a key service centre in the region, but lies on east-west, rather than

north-south transport routes; limiting the potential for passing visitors. As such, Alexandra

is not traditionally a strong tourism destination, however, the Great Victorian Rail Trail could

unlock opportunities to capture new visitors and build on existing strengths such as sporting

infrastructure and events.

Alexandra has developed a reputation as an events town, with events such as the

Alexandra Truck, Route and Rod Show and the Big Fish which is coordinated by Alexandra

Events.

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 development opportunities could be supported

by an improved tourism focus, such as commercial tour operations and a 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 8 provides a summary of the key opportunities identified for the Marysville/ Alexandra/

Eildon sub-region.


TABLE 8 ALEXANDRA / MARYSVILLE / E ILDON: PROJECT DESCRIPTION AND RATIONALE


Priority Projects

AME1: Marysville Spa and Wellness

Marysville Strategic Development Opportunities

Investigate opportunities for a spa and wellness facility that:

Provides an outdoor spa and bathing product that is in a wildlife/natural setting;

Offers a health and wellness product offer, focussed on relaxation and wellbeing;

Is open to the public, family oriented and affordable;

Has ancillary resort type/self-contained accommodation; and

Provides on-site food/dining and commercial opportunities.

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 sub-region.

AME2: Great Victorian Rail Trail Expansion and Product Development

Alexandra / Eildon

Defining New Touring Routes and Linkages

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

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

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

Capitalising and building on the success of the Rail Trail.

Providing dedicated trail access to Lake Eildon National Park.

Increasing visitation to Eildon and potentially providing the catalyst for new investment and opportunities.

AME3: Lake Eildon Waterfront Development Opportunities

Eildon Strategic Development Opportunities

The development of a major resort at Mt Pinniger on Goulburn Murray Water land including a conference and resort development, high quality visitor accommodation and business/conferencing facilities.

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

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

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

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

Better utilising Eildon’s prime waterfront locations.

Diversifying and improving the quality of the accommodation / food and drink offer.

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

Tier 2 Projects

AME4: Marysville Brewery Marysville Strategic Development Opportunities

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

Providing a critical mass of product in Marysville to encourage longer stays.

Catering for key socially aware and older couple markets.


A P R I L 2 0 1 4


AME5: Access and Infrastructure on Lake Eildon

Eildon Accessing Water and Nature Based Assets

Provide improved access and infrastructure on Lake Eildon, including boat ramps, access infrastructure and swimming access.

Providing opportunities to better access water based activities.

Identifying areas for improvement in the water based infrastructure.

Unlocking flow on commercial opportunities.

AME6: Commercial Operations on Lake Eildon


Supporting commercial enterprise and tour operators to provide water-based activities (watersports, boating, and fishing) on Lake Eildon (which will be supported by Project AME5).

Providing organised activities that generate yield and encourage visitation to Eildon.

Supporting the existing nature based offer in Eildon.

AME7: Lake Eildon Commercial Houseboat Opportunities


Investigate tourism operator opportunities resulting from changes to the 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.

AME8: Eildon Streetscape Improvements

Eildon Place Making Seek to improve Eildon’s streetscape by addressing township reconfiguration, streetscape improvements, public realm and key gateways.

Addressing the inverted and incoherent configuration of the town.

Providing improvements to the navigation and visual appearance of the town.

Encouraging visitors to increase their length of stay in the town and attracting new investment.

AME9: Eco-Lodge Accommodation at Lake Mountain

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

Supports winter and summer visitation.

Diversifies the accommodation offer and attracts key markets.

AME10: Market Alexandra as a Key Town on the Great Victorian Rail Trail

Alexandra Destination Positioning

Market Alexandra as a key destination on the Great Victorian Rail Trail.

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

Developing Alexandra’s current positioning and marketing.

Encouraging longer stays and increased visitation.

AME11: Promote Marysville as a Hub for Adventure Sports/Events

Marysville Destination Positioning

Promote Marysville as a hub for adventure sports events, building on existing events such as the Marysville Marathon, the Maysville/Lake Mountain Challenge and the Warrior Challenge.

Building on existing adventure sports strengths in the sub-region.

Raising awareness of the region and its product offer.

Targeting key markets.

AME12: Develop the Marysville Night-time Economy

Marysville Food and Dining Develop the night time economy in Marysville to support overnight visitation and longer stays. In particular, seek to provide:

A high quality contemporary dining establishment; and

A family focused pub/hotel.

Meeting identified gaps in the food and dining offer.

Encouraging increased length of stay and overnight visitation.

Supporting emerging and existing tourism product.

Diversifying the food and dining offer and catering for a wide range of target markets; including families and socially aware.

AME13: Develop Alexandra as a Major Hub for Events

Alexandra Supporting Events

Build on existing events and investigate the feasibility of Alexandra becoming a hub for major events in Murrindindi Shire

Building on existing infrastructure and strength in events.

Capitalising on location and role of the service hub of the region.



AME14: Alexandra Timber Tramway and Museum

Alexandra Strategic Development Opportunities

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

Providing a new and unique cultural tourism product in the region.

Ensuring access to key nature based assets.

Increase visitation to Alexandra and Eildon.

AME15: ‘Horse Friendly’ Accommodation

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

Servicing the rail trail as a major horse trail.

Supporting the equine strengths of the region.

AME16: Development of Eco-friendly Accommodation and Activity Venue on the Goulburn River.

Eildon Strategic Development Opportunity

Key elements of this project include:

Development of self-contained eco-friendly accommodation buildings adjacent to the Goulburn River (approx. 100+ beds)

Development of a swing bridge over the Goulburn River linking to eco-friendly accommodation and Blue Gums Caravan Park to Snobs Creek Winery.

Development of walking and cycling tracks and trails along either side of the Goulburn River, linking Eildon, areas of State Forest and Recreation Reserves.

Installation of recreation activities for school and public groups.

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.

Tier 3 Projects

AME17: Development of the Marysville Retail Core.

Marysville Destination Positioning

Support the continued expansion of the retail core in Marysville, including boutique arts & crafts and food & beverage.

Recovering assets to pre-bush fire levels.

Providing a critical mass of retail product to encourage stopovers and support tourism experiences.

AME18: Development of Tracks and Trails infrastructure in Marysville

Marysville Accessing Water and Nature Based Assets

Support the continued development of tracks and trails at major nature based assets as part of the bush fire recovery.

Recovering assets to pre-bush fire levels.

Ensuring access to key nature based assets.

AME19: B&B and Self Contained Accommodation Opportunities in Marysville

Marysville Accommodation Investigate opportunities for new B&B and/or self-contained accommodation in Marysville.


Supporting recovery of accommodation stock to pre-bushfire levels.

Providing the product to meet demand for new tourism product in the area.

AME20: B&B and Self Contained Accommodation Opportunities in Alexandra

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


Providing the product to meet demand for new tourism product in the area.

AME21: Multi Use Accommodation Establishment in Yarck

Yarck Accommodation Provide a multi use accommodation establishment in Yarck to cater for rail trail visitors, itinerant workers, backpackers and families.


Supporting increased rail trail visitation and capturing rail trail users.

AME22: Local Produce, Cellar Door or Artisans Store in Yarck

Yarck Food and Dining Provide a Boutique Café or Artisans Store in Yarck to cater for stopover visitation.

Providing high quality product to cater for stopover visitation.

Drawing on the food and wine producing strengths of the region.


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7.7. 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.

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 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 9 provides a summary of the key opportunities identified for the Nagambie and

Surrounds sub-region.


TABLE 9 NAGAMBIE AND SURROUNDS: PROJECT DESCRIPTION AND RATIONALE


Priority Project

N1: Nagambie Region High Quality Accommodation

Nagambie Accommodation / Strategic Development Opportunities

Deliver high quality accommodation to support the existing product, including:

A 4 star+ hotel or resort establishment of high end/luxury quality, that provides a product to cater for high yielding visitors;

In-built conferencing facilities to cater for business travellers, conferences, weddings and major events; and

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

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

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

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

Diversify the accommodation offer and provide quality and choice.

Meet high yield and socially aware markets.

Tier 2 Projects

N2: Commercial Development Opportunities on Lake Nagambie

Nagambie Strategic Development Opportunities

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

Accommodation – particularly the potential for eco-cabin accommodation along the Nagambie Waterways; and

Waterfront food and dining development.

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.

N3: Access and Infrastructure on the Nagambie Waterways

Nagambie Accessing Water and Nature Based Assets

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

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

Waterway tracks and trails infrastructure;

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

Swimming access.

Providing opportunities to better access water based activities.

Identifying areas for improvement in the water based infrastructure.

Improving accessibility and waterside product.

Unlocking flow on commercial opportunities.

N4: Commercial Water-Based Activities on Lake Nagambie

Nagambie Accessing Water and Nature Based Assets

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:Nagambie Equine Museum Nagambie Equine / Strategic Development Opportunities

Investigating the feasibility of an equine themed museum or centre that can showcase the racing strengths of the region and the wealth of top class thoroughbreds that have been bred or at stud in the region. A feasibility study would frame the concept detail which could include:

Racing/thoroughbred artefacts, art and memorabilia;

Photography and visual media displays;

The history and heritage of equine development in the region;

Interactive displays and story-telling which showcases the wealth of thoroughbred talent in the region;

The potential for a tour operations hub which encompasses key equine, food and wine product in the region; and

Commercial operations such as a themed café.

Providing a unique product to raise the profile and awareness of the region’s equine offer.

Providing a platform from which to showcase the equine strengths and equine history of the region.

Providing opportunities for commercial tours and linkages with surrounding studs and wineries.

N6: Equine Stud Tours Nagambie Sub-Region

Equine Investigate the potential to provide equine stud tours in the region by engaging with the equine industry. This product could include seasonal high yield tours to prominent equine studs in the region, which are linked to the region’s high yield accommodation, winery and food/drink establishments, and planned stallion parades by the studs.

Attracting niche and high yield visitor markets, such as international visitors, who are drawn by the international appeal of the product.

Providing a platform to engage with equine providers and understand whether an opportunity exists to provide an equine product.

Linking the offer with other regional strengths, such as wineries and local produce.

N7: Equine Themed Event in Nagambie / Euroa

Nagambie / Euroa

Equine Investigate the implementation of a major annual equine themed event in Euroa and/or Nagambie, to coincide with the ‘Horses’ Birthday’ (August) or the commencement of the Melbourne Spring Carnival (October/November). The event could showcase the region’s strengths, primarily thoroughbred racing/breeding, but also in equestrian, show jumping and pony clubs.

The event or festival could be a two day celebration that takes in the major equestrian service centres of Euroa and/or Nagambie

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.

N8: Nagambie Streetscape and Connectivity Project

Nagambie Place Making Improve the streetscape and connectivity of Nagambie by:

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

Improving connectivity between High Street and Regatta Centre in Nagambie.

Providing a more attractive visitor destination and stopover location.

Improving perceptions of the town and encouraging visitors to stay longer.

Provides important connectivity between key assets.



N9: The Development of Mangalore Airport

Mangalore Infrastructure Mangalore Airport is a centrally located airport in the region that has significant potential for expansion and growth. The major opportunities for the airport lie not in its tourism potential, but in its potential for growth as a freight hub for local product from across the GRV region. However, in terms of the airports tourism potential, the undertaking of infrastructure works to deliver its expansion should be supported, which would:

Provide opportunities to expand the current pilot training operations for overseas pilots;

Potentially provide events opportunities, similar to other regional airports, such as the Avalon Air Show; and

Support the expansion of airport capacity to increase the ability to accommodate private aircrafts.

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.


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7.8. 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.

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 an increase in overnight stays. This would build on existing assets and events,

such as the Euroa Show and Shine.

Euroa and the Strathbogie Ranges, alongside the Nagambie and Seymour sub-regions, is

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 10 provides a summary of the key opportunities identified for the Euroa and

Strathbogie region.


TABLE 10 EUROA AND THE STRATHBOGIE RANGES: PROJECT DESCRIPTION AND RATIONALE


Priority Projects

E1: Euroa Seven Creeks Park Precinct

Euroa Strategic Development Opportunities

The key elements of this project could include:

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

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

Self-contained accommodation within the parkland;

Sculpture tour throughout the parkland;

Improved toilet stopover;

RV dump point.

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.

Tier 2 Projects

E2: Reactivation of Euroa’s Heritage Buildings

Euroa Strategic Development Opportunities / Place Making

Investigating opportunities to reactivate and bring into use Euroa’s wealth of heritage buildings and assets. Key elements of the project could include:

Undertaking an audit of existing heritage buildings in Euroa to identify opportunities and to attract investment.

Investing in and reactivating heritage buildings for visitor purposes or to provide supporting product; and

Undertaking an assessment of the existing Euroa Heritage Walk and better promoting, interpreting and linking the trail with reactivated heritage assets.

Capitalising on the rich heritage of Euroa.

Supporting new tourism products and experiences by providing new opportunities.

Understanding the heritage assets and the opportunities they present.

Integrating with existing product, such as the Heritage Walk.

E3: Promoting Arts and Culture in the Strathbogie Ranges & Euroa

Strathbogie Ranges Area


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.

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

Supporting the developing arts scene, particularly in the Strathbogie Ranges.

Potentially matching gaps in the events offer.

Supporting local creativity and positioning boutique villages across the GRV.

E4: Providing Cycling Infrastructure in the Strathbogie Ranges

Strathbogie Ranges Tablelands

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.

Provide a safer environment for cyclists.

Providing better access to a unique cycling geography that has the ability to cater for different types/levels of cyclists.

Encouraging increased cycling visitation and the attraction of major events.


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E5: Equine Themed Event in Nagambie / Euroa

Nagambie / Euroa

Equine Investigate the implementation of a major annual equine themed event in Euroa and/or Nagambie, to coincide with the ‘Horses’ Birthday’ (August) or the commencement of the Melbourne Spring Carnival (October/November). The event could showcase the region’s strengths, primarily thoroughbred racing/breeding, but also in equestrian, show jumping and pony clubs.

The event or festival could be a two day celebration that takes in the major equestrian service centres of Euroa and/or Nagambie

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.

Tier 3 Projects

E6: Avenel Public Realm and Streetscape Improvement

Avenel Place Making Investigate funding options to improve/enhance the Avenel streetscape, including public realm, signage/wayfinding, the use of building facades and open/public spaces.


Improving perceptions of the town and encourages visitors to stay longer.

E7: Strathbogie Streetscape Improvement

Strathbogie Place Making Investigate funding options to improve/enhance the Strathbogie streetscape, including public realm, signage/wayfinding, the use of building facades and open/public spaces.


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

E8: Develop Euroa with RV Friendly Facilities

Euroa Destination Positioning

Install the necessary infrastructure to develop Euroa with RV friendly facilities, including an RV dump point and appropriate parking provisions. Funding for a dump point in Euroa has been allocated and the project is awaiting implementation.

Supporting and attracting a key target market.

Providing the facilities to attract and increase stopover visitation.

E9: Investigate Farm Gate Produce Opportunities in the Strathbogie Ranges


Food and Dining Support farm gate and local produce businesses, both on farms and in townships across the Strathbogie Ranges, such as niche olive growing businesses.

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


Consolidating the tourism product and providing commercial opportunities.

Capitalising on local agricultural assets.

E10: Investigate Farm Stay Accommodation Opportunities in the Strathbogie Ranges


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


Linking with the agricultural strengths in the sub-region.

Providing a farm based experience for visitors.

E11: Night-time Dining options in Euroa

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

Addressing the lack of night time options currently on offer.

Diversifying the food and dining product offer.

Encouraging longer/overnight stays and supporting the development of new tourism product.

E12: Food, Beverage retail outlet in Avenel

Avenel Food and Dining Provide a food and beverage outlet (possibly Ned Kelly Themed) in Avenel to cater for stopover visitation.

Providing a product to cater for stopover visitation.

Improving food and dining capacity and aligning with product strengths.



E13: Self-Contained Accommodation in Euroa

Euroa Accommodation Provide a new B&B and/or self-contained accommodation in Euroa and seek to reinvest in existing motel accommodation to lift the quality of the offer.


Supporting new product and events, and encourage overnight visitation.

E14: Motel Accommodation in Avenel

Avenel Accommodation Provide a new motel in Avenel to increase capacity and support the accommodation offer in the sub-region.


Addressing a capacity need in Avenel.

Supporting high quality tourism product in Avenel, such as Fowles Wine.


A P R I L 2 0 1 4

7.9. 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 Ardmona KidsTown Adventure Playground. 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 Ardmona, Campbell’s, IXL and Bonlac), visitors can experience what

the region has to offer through the food, wine & farm gate touring route. Also, cellar door

experiences in the region include Monichino Wines, the Longleat Estate in Murchison and

Tallis Wine in Dookie.

The scale and breadth of opportunities in the region reflect its significant role and seek to

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 Melbourne. Alternatively Friday

night trains that leave Melbourne and return Sunday afternoon would accommodate

weekend escapes to the Shepparton region.

In Tatura and Murchison, the war camps have the potential to provide a regionally

significant product linked to other military heritage assets across the GRV region. The

physical remains of the war camps could offer lease or purchase opportunities where a

tangible war camp park or product could be developed. Tatura also has an opportunity to

provide an increased accommodation supply that caters for a growth in events and overspill

business and events visitation in Shepparton.

Murchison and Dookie have the potential to be promoted as GRV ‘boutique towns’ and

which provide attractive destinations in a countryside setting. There is an opportunity to

provide an improved dining and accommodation product in these townships to support their

development. In Murchison, Days Mill offer a significant heritage asset which could be

developed to provide a unique and iconic tourism product. Dookie has an emerging arts

scene which can be developed as niche arts village to support the regional arts and culture

offer.

Table 11 provides a summary of the key opportunities identified for the Shepparton and

Surrounds region.


A P R I L 2 0 1 4

TABLE 11 SHEPPARTON AND SURROUNDS: PROJECT DESCRIPTION AND RATIONALE


Priority Projects

SH1: Stand Alone Shepparton Art Museum

Shepparton Strategic Development Opportunities

Support the development of a standalone Shepparton Art Museum that is of the scale and quality to accommodate regionally significant collections. Key elements of the project include:

Stand-alone SAM with a significant increase in floorspace;

A new space within which to showcase aboriginal art; such as the Carrillo Gantner collection;

A platform to showcase further local/regional collections; and

Expanded, secure storage space.

Assisting in developing Shepparton into a significant cultural tourism destination in Victoria.

Providing the capacity and security for Shepparton to accommodate major bequests and donations.

Attracting key target markets, such as the socially/culturally aware and international visitor markets.

Significantly improving awareness and perceptions of Shepparton as a visitor destination.

SH2: Riverfront Development Opportunities, Shepparton


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

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.

Releasing a number of major product development opportunities along the Goulburn River.

Providing commercial and non-commercial water based experiences.

Aligning with the key objectives of the City of Greater Shepparton.

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

SH3: Shepparton Branded Accommodation


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

A minimum of 100 rooms;

In-built conferencing facilities; and

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

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.

Supporting major events in the region.

Diversifying the accommodation offer and providing quality and choice.



Tier 2 Projects

SH4: Tatura & Murchison War Camps and War Museum Development

Tatura & Murchison

Strategic Development Opportunities

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

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;

The provision of organised tours from the War Camps Museum.

Develop the war camps into an attraction which would garner international recognition.

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.

SH5: Shepparton VIC and Interpretive Centre


Investigate opportunities to provide a new VIC and Interpretive Centre in Shepparton.

Providing visitor information facilities and interpretation that match Shepparton’s role as a premier visitor destination in the region.

SH6: Days Mill, Murchison Murchison Strategic Development Opportunities

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

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.

SH7: Commercial Operations on Victoria Park Lake and the Goulburn River

Shepparton Accessing Water and Nature Based Assets

Seek to attract commercial operations on the Goulburn River and Victoria Park Lake, including:

Non-motorised water sports (sailing, canoeing, kayaking, general boating);

Other activities, including fishing and tours.

Providing a critical mass of activities to encourage longer stays and repeat visitation.

Supporting development aspirations connected to the Goulburn River and Victoria Park Lake Precinct.

Creating increased yield from natural assets.

SH8: Shepparton CBD Revitalisation Project

Shepparton Place Making Support the Shepparton CBD revitalisation project which seeks to upgrade the CBD in three major stages, at Vaughan Street, Maude Street and the Bus Interchange; delivering enhanced pedestrian access, amenity and connectivity. The project is underway and is being co-funded by the City of Greater Shepparton, Lascorp and Regional Development Victoria.

Provides a critical amenity upgrade in the CBD.

Support the large regional shopping market.

Improves perceptions of Shepparton and supports increased visitation and investment in the CBD precinct.


A P R I L 2 0 1 4


SH9: Shepparton Events Program Shepparton Supporting Events

Investigate the need, capacity and potential for new events in to be added to Shepparton’s events program. Opportunities that should be explored include:

A multicultural event/festival, which celebrates the unique multi-cultural population in Shepparton;

A new arts/culture event that capitalises on Shepparton’s role as a major art and cultural destination and supports the aspirations of SAM;

An indigenous event which capitalises on Shepparton’s position as the indigenous heart of the region;

Food and produce event, capitalising on the food production and agricultural strengths of the region; and

Medical training/conference event which builds on Shepparton’s major regional role in education and medical training.

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

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

Providing a diverse events program that matches with target markets.

SH10: Indigenous Product and Events Development for Shepparton

Shepparton Destination Positioning Opportunities

Develop Shepparton’s Indigenous product, including:

Investigating opportunities to provide an 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.

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.

SH11: Shepparton Showground’s Completion


Support the completion of the redevelopment of Shepparton Showgrounds, supporting its role as a first class area of public open space and site for the future growth of the Shepparton show.

Enhancing events capacity and capabilities.

Allowing the growth of the Shepparton show and other major events.

Supporting the strategic priorities of the City of Greater Shepparton.

SH12: Sports Precinct Development & Continued Promotion of Shepparton as a Premier Sporting Destination


Support the Shepparton Sports Precinct development. The project has successfully secured $7m in RDAF 4 funding and, along with Council contributions, will constitute a $13m project that will deliver sports pitches, infrastructure and supporting facilities.

Alongside this project, Council should continue to promote Shepparton to the sporting events market and seek to attract major events or visiting teams for major events (such as the 2015 Asian Cup).

Building on existing sports infrastructure and reputation for sports events.

Offering the ability to capture new events and market Shepparton as a premier sporting destination in Regional Victoria.

Major development that will deliver world class sports facilities.

Embedded in policy and a major strategic priority for Council which has received significant grant funding.

SH13: Eco-Lodge Accommodation on the Goulburn River

Shepparton Accommodation Investigate the potential for eco-tourism accommodation opportunities along the Goulburn River, such as eco-lodge or cabin accommodation.


Supporting Goulburn River development opportunities.

Aligning with projects which are seeking to unlock the Goulburn River.

SH14: Tatura Park Expansion Tatura Strategic Development Opportunities

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

Building on existing infrastructure and success.

Supporting the events capacity of the region.



SH15: Low Cost Group Accommodation Facility, Shepparton

Shepparton Accommodation Provide a low cost group accommodation establishment, preferably branded, to cater for the family market, groups, backpacker market in the region.

Encouraging travellers to stay longer in the region.

SH16: Goulburn Valley Equine Precinct

Shepparton Equine Investigate options for the redevelopment of the Goulburn Valley Equine and Greyhound Precinct to position Shepparton and the Goulburn River Valley as a premier destination for racing, breeding and equine education.

Creating a premier equine attraction in the north of the region.

Supporting racing events.

SH17: The Shepparton Bypass Shepparton Infrastructure The Goulburn Valley Highway passes through the CBD in Shepparton, creating significant congestion and impacting on amenity in Shepparton. A bypass is proposed to relieve these issues and improve travel times to the north of the state.

It is important that the project is supported during the programming and implementation phases, in order to ensure that the initiative gains traction and is efficiently brought towards the implementation phase.

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

SH18: Shepparton Aerodrome Relocation or Redevelopment

Shepparton Infrastructure Shepparton Aerodrome is currently a twin runway aerodrome that caters for light aircraft, pilot training and charter flights. The City of Greater Shepparton and the aerodrome have aspirations to relocate or redevelop the airport. This could increase the potential for training, private charter and events activities.

Improve overseas awareness of the region and have a flow-on impact on local accommodation establishments and the economy.


The ability for high yield, private aircraft to visit and spend time in the region.

SH19: Shepparton Food Hub Project Shepparton Infrastructure 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.


Delivering a new product in Shepparton / Mooroopna.

Linking with the food strengths of the region.

SH20: Australian Botanic Gardens Development


Continued planning and development of the Australian Botanic Gardens in Shepparton.

Providing high quality visitor product.

Developing existing assets.

Tier 3 Projects

SH21: Quality Motel Accommodation in Tatura

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


Catering for any overspill from Shepparton during major events.

SH22: Boutique B&B Accommodation in Dookie

Dookie Accommodation Provide a boutique B&B establishment in Dookie. 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 B&B Accommodation in Murchison

Murchison Accommodation Provide a small scale motel and a boutique B&B establishment in Murchison.


Supporting visitation to the GRV region’s boutique towns.


A P R I L 2 0 1 4


SH24: Reinvest in Existing Motel Accommodation

Shepparton Accommodation Support reinvestment in existing motel accommodation in Shepparton in order to increase the quality of existing stock.


Improving quality and the existing offer.

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

Shepparton Food and Dining

Accommodation

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

Accommodation opportunities; and

Retail / local product sales.


Consolidating the tourism product.

Capitalising on local niche agricultural assets.


8. STRENGTHENING THE GRV REGION

8.1. INTRODUCTION This section deals with elements of the Destination Management Plan that help to

strengthen and better position the GRV region. Projects identified under each GRV sub-

region, earlier in this document, are focused predominantly on product and infrastructure;

however in order to strengthen GRV as a region, there are a number of marketing,

information, positioning and industry development initiatives that are required to progress

the GRV region over the next 5 to 10 years. This section also sets out the regional touring

route/linkage projects that will assist in matching gaps in the current offer and linking

regional product strengths.

8.2. ACHIEVING TOURISM VICTORIA RECOGNITION In order for the GRV region to have a profile in existing tourism policy, strategy, online

presence and literature; it is important that it is recognised as a distinct campaign region by

Tourism Victoria. Being recognised by Tourism Victoria will add significant weight to GRVT

as a tourism body and the GRV region as a destination. It will provide:

A range of new funding and investment opportunities and allow GRVT to increase its

current resources in order to manage tourism development in the region;

Strategic marketing direction and promotion by Tourism Victoria’s Marketing Unit,

which provides an integrated way to promote regional and sub-destinations through

a mix of brand, tactical, informational, public relations and trade activities;

Business support activity, including grants, business advice and marketing;

International and domestic tourism research, including detailed data on visitation,

target markets and economic indicators;

Strategic support and the delivery of regional strategic policy and strategy to guide

the development of tourism in the region; and

Recognition for the region and increased public awareness, which is currently

extremely low for the Goulburn River Valley.

Prioritising continued engagement with Tourism Victoria and the ongoing activities of GRVT

will increase awareness of the region and ensure that it is considered during any restructure

or review of Tourism Victoria’s campaign regions or strategy.

The Destination Management Plan should be presented to Tourism Victoria to highlight the

regional opportunities and the dedication and support for the GRV region by Local

Government and industry.

TABLE 12 ACHIEVING TOURISM VICTORIA RECOGNITION PROJECTS

Project Description

SGRV1: Achieving Tourism Victoria Recognition

Continue to lobby Tourism Victoria and the State Government for recognition as an independent tourism region.


A P R I L 2 0 1 4

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

A priority recommendation for the region is to undertake a Regional Marketing Strategy that

would seek to develop a coherent and consistent marketing message, both online and on

the ground, to project to the marketplace.

GRVT, as the peak tourism body, would be ideally positioned to oversee and administer

the implementation of a coherent marketing strategy if the requisite funding and resources

could be allocated, particularly with regard to digital marketing and information.

A good comparable case study for a coherent digital strategy is the North East Regional

Digital Platform, which provides a ground-breaking future focused digital collaboration

between seventeen destinations and Tourism North East. The digital platform delivers

destination tourism websites at lower cost through collaborative investment and

consolidated content management systems.

The focus for marketing should be promotion of the destinations within the Goulburn River

Valley region. The GRV DMP Background Issues and Opportunities Paper included an

assessment of Google analytics, which highlighted very few searches for the Goulburn

River Valley region. This data illustrated that there is very little awareness of the region in

the marketplace and that when the region is marketed and promoted, there would be much

greater cut-through by promoting the specific sub-regions or destinations of the Goulburn

River Valley.

The GRVT website should be focused towards industry development rather than visitor

information. Individual visitor websites focused on the sub regions of GRV could provide

this information and would be more visible to and recognisable by the market.

As such, a coherent marketing strategy could provide standardised online content in the

form of ‘destination websites’ which have rich content, social media integration and search

engine optimisation for destinations or sub-regions across the Goulburn River Valley. This

could provide:

A coherent brand on the region’s websites and address existing issues with the

accuracy, management and control of online content on websites operated by third

parties;

Traveller-focused websites that highlight experiences, destinations, itineraries;

Visitor targeted online content which is separated from local community / tourism

industry focussed content (i.e. information contained on Local Council websites or on

the GRVT website);

Social media synergy and options for visitors to access the region through social

media networks;

Constantly updating information to stimulate repeat online visitation;

Mobile phones and tablet optimisation of online content and websites;

A strong platform for online marketing which offers real-time bookings and packaging

opportunities; and

Regional control over online and physical marketing/branding content, preferably by

GRVT, to ensure that the marketplace message is consistent.

TABLE 13 REGIONAL APPROACH TO MARKETING, INFORMATION DISTRIBUTION AND POSITIONING PROJECTS

Projects Description

SGRV2: Marketing Strategy Development Update the regional marketing strategy to assess the current marketing position and to provide a focus on the region’s destinations.

SGRV3: GRVT Digital Platform Develop and delivery of a new consolidated GRV wide digital platform, administered by GRVT.


8.4. INDUSTRY DEVELOPMENT AND SUPPORT Bringing the industry under an umbrella of GRV has been a core focus of GRVT activities

since inception. Throughout the consultation process Urban Enterprise has witnessed far

greater levels of industry interest in the organisation when compared to our preliminary

”Tourism Development Strategy” undertaken in 2009. Regional industry networking

sessions, newsletters and other correspondence conducted has created stronger regional

businesses that are much more aware of and aligned with the objectives of GRVT.

It is critical that GRVT and partner Councils continue industry engagement through a range

of measures, including:

Business operator training to assist businesses in understand visitor market

preferences and expectations;

Famils;

Networking and stakeholder events for regional businesses in order to provide a

platform to share ideas, opportunities and to co-ordinate marketing and promotional

activity;

Business Performance Surveys; and

Sharing of data and information, such as the impact of Farming Zone changes on

rural business and the opportunities for tourism development that this may release.

TABLE 14 INDUSTRY DEVELOPMENT AND SUPPORT PROJECTS


SGRV4: Industry Events Continue to develop and deliver a program of events for industry to facilitate the sharing of ideas and information and capitalise on industry experience.

SGRV5: Business Factsheets Provide quarterly business factsheets that deal with topical issues such as farm zone changes and trends in the tourism industry, in order to support tourism development opportunities.

SGRV6: Annual Business Survey Undertake an annual health of tourism and industry performance survey.


A P R I L 2 0 1 4

8.5. STRENGTHENING THE REGION’S FOOD & WINE CREDENTIALS

The GRV region has a number of well-known food and wine establishments and the

research into GRVs existing and potential visitors highlights that the region is well

recognised as a food and wine destination.

There are many individual projects in the sub region discussion which highlights

opportunities for expanding the food and wine sector; however there is a need to strengthen

the presence of local produce across the region. There are many examples of programs

that focus on developing local supply chains to encourage the use of local produce in

businesses. Options for this should be explored. One example is Tweed Fresh in Tweed

Shire, New South Wales, which is a program that focuses on supply chain development.

TABLE 15 STRENGTHENING THE REGION’S FOOD AND WINE CREDENTIALS PROJECTS


SGRV7 Local Supply Chain Development

Investigate supply chain development which makes local food easily accessible to food vendors in the region.

SGRV8 Education of Industry Educate industry on the benefits of local food use.

8.6. PROMOTING THE REGION’S BOUTIQUE VILLAGES

A strong theme to emerge from audits, consultation and development opportunities is the

role and potential of the GRV region’s ‘boutique villages’. These villages provide a unique

local destination based offer which caters for experience seekers and high yielding markets,

and is centred around:

Arts, crafts and culture;

Local markets;

Local produce;

Great Victorian Rail Trail routes and product;

Events; and

A local country feel/experience.

There is the potential, at a regional level, for GRVT and partner Councils to package and

promote these types of offer as the GRV region’s ‘boutique villages’. The key villages which

represent this offer include:

Tallarook (music events, art/culture, rail trail);

Strathbogie (arts and culture, local produce);

Dookie (arts and culture, music);

Yarck (local produce, rail trail);

Ruffy (local produce);

Murchison (local produce, arts and culture);

Euroa (arts, heritage);

Violet Town (markets, arts); and

Avenel (local produce).


TABLE 16 PROMOTING THE REGION’S BOUTIQUE VILLAGES


SGRV9: Identify Product Opportunities Identify product opportunities in the region’s boutique towns and seek investment (see individual destination projects for opportunities).

SGRV10: Promote the region’s ‘Boutique Villages’

As part of a marketing strategy, promote and deliver a consistent branding message for the region’s ‘boutique villages’.

8.7. IMPROVING ACCESS AND INFRASTRUCTURE ALONG THE GOULBURN RIVER

The Goulburn River is the lifeblood of the region and arguably the region’s most defining

feature. It shapes people’s perceptions of the Goulburn River Valley and is generally a

major underutilised asset across the region. Priority Project 2 (Seymour Riverside Precinct)

and Priority Project 9 (Shepparton Riverfront Development Opportunities) provide key

projects that will improve access to the river at two of the region’s major centres. However,

improving access and infrastructure across the length of the Goulburn River should be

supported in key locations such as Yea and Alexandra.

TABLE 17 IMPROVING ACCESS TO THE GOULBURN RIVER


SGRV11: Support access and infrastructure on the Goulburn River

Support access and infrastructure projects that improve access to the Goulburn River in key locations along the length of the river.

SGRV12: Support activities along the Goulburn River

Support the development of new product and activities that activate the river as a product (such as fishing, boating, swimming, kayaking etc)

8.8. DELIVERING TOURING ROUTES A number of touring routes and linkages have been identified as part of the analysis of

issues and opportunities in the region. Whilst some of these projects may only impact on

specific localities in the region, as a whole, the delivery of clear and definitive touring routes

can have an impact on how the region is packaged, how the product offer is perceived and

the way in which people move through the region.

It is important that new touring routes link into existing routes across the region or routes

across the region which are not fully exploited. Linking into existing touring routes can

increase the recognition of the GRV region and be the catalyst for significant new visitation.

GRVT should explore synergies with the following State-wide touring routes which pass

through the region:

The Sydney to Melbourne Heritage Drive – this route currently bypasses the GRV

region; traversing from Yarrawonga, across to Echuca and down to Bendigo. There

may be an opportunity to link into this route and provide a military heritage loop, off

the main drive.

The Yarra Valley to High Country Touring Route – there is the potential for the region

to link into the existing Yarra Valley to High Country Touring Route in the south east

of the region around Marysville, Eildon and Lake Mountain. These destinations have

a product that aligns with the High Country / Yarra Valley experience and can tap into

visitation to these surrounding regions.

In addition to vehicle touring routes, there are a number of road cycling routes throughout

the Goulburn River Valley region that traverse scenic back roads which can challenge

dedicated road cyclists.

Whilst the routes already exist they can be marketed better to visitors. Routes that provide

a unique and challenging experience for cyclists include:

Ride the Ranges Route (115km loop). This incorporates Euroa, Violet Town and

Strathbogie. The route includes a challenging climb up the Strathbogie Ranges and

traverses through the Scenic Strathbogie Ranges and the plains between Violet Town

and Euroa.


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Lake Mountain Challenge (20km-160kms) This includes a number of different routes

that can be used from a short 20 km climb up Lake Mountain from Marysville to a loop

which incorporates Skyline road, near Lake Eildon, Eildon township and Alexandra.

Around the Lake Ride (174km return). A highly scenic ride that travels from Eildon to

Jamieson. The ride includes challenging climbs and windy quiet roads.

Kinglake and Toolangi Ranges Rides (various). There are many cyclists who ride

from Melbourne to the Kinglake Ranges and Toolangi. These popular weekend rides

bring a large number of cyclists into the southern part of the region.

Broadford/ Seymour Routes (various). There are a number of road cycling routes that

are used from Broadford/Seymour which access the nearby ranges. Rides to Strath

Creek and from Broadford and from Seymour to Highlands are popular.

Shepparton Orchid Rides. (30km+) There are a number of road cycling routes that

are used from Shepparton that traverse the orchids surrounding Shepparton. These

provide scenic riding opportunities for visitors on roads only used by locals.

The above road cycling itineraries and any others known by locals in the region should be

promoted as another layer to the GRV product offer. The road cycling market is niche,

however it includes high yield segments and potential for return visitation.

TABLE 18 REGIONAL TOURING ROUTE AND TRAILS PROJECTS

Project Project and Potential Route

Tier 1 (Priority Project)

SGRV13 Great Victorian Rail Trail

Expansion and Product Development

Linking Alexandra and Eildon and Seymour and Tallarook on the Great Victorian Rail Trail (see Priority Project 4)

Tier 2

SGRV14: Regional Military History Trail Linking military product at Seymour, Avenel, Euroa (Honouring Our Heroes), Tatura and Shepparton

SGRV15: Regional Food, Wine and

Equine

Engaging with and linking high quality establishments, such as Tahbilk Winery, Mitchelton Wines, Fowles Wine, Swettenham Stud; and other wineries, food producers and equine studs in the Seymour, Nagambie, Euroa, Shepparton triangle

SGRV16: Murchison to Rushworth Rail

Trail

Linking Murchison and Rushworth

SGRV17: Shepparton to Seymour River

Trail

Linking Shepparton, Nagambie, Tahbilk/Mitchelton and Seymour along the Goulburn River

SGRV18: Yea Rail Trail ‘Township

Trundle’

Investigate the development of a ‘township trundle’ in order exit the rail trail at Yea and ‘discover’ surrounding towns, such as Strath Creek, Molesworth, Highlands, Caveat, Limestone.

SGRV19: Improving Ned Kelly Touring

Route

Upgrading product and improving the existing touring route at Beveridge, Avenel and Euroa

SGRV20: Motoring Touring Route Linked to product and events in Euroa (Show and Shine), Broadford and Shepparton

SGRV21: Touring Route of Boutique

Villages

Linked to boutique villages in the Strathbogie Ranges, such as Strathbogie, Ruffy, Avenel and other towns across the ranges.

SGRV22: Linking Existing Touring

Routes

Explore the potential for linking to existing touring routes such as the Sydney-Melbourne Heritage Drive and Yarra Valley to High Country Touring Route.


Project Project and Potential Route

SGRV23: Giant Trees Trail A trail which links some of the magnificent pockets of giant trees in Victoria including Kinglake National Park, Toolangi and Maroondah Dam Reserve, near Healesville

SGRV24: Road cycling Itineraries Preparation and promotion of key road cycling itineraries at destinations across GRV.


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F IGURE 9 POTENTIAL TOURING ROUTE/TRAIL PROJECTS

goulburn river valley tourism destination management plan (2014)

Documents

project overview

project assessment methodology

product development

dmp development

strategic development

project scope ob ject

employees of urban enterprise

employee of urban enterprise