parliament of victoria envi natura ldfields sm · 2014. 4. 7. · inquiry is pl aign region rat ......
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2. Inquiry Terms of Reference (1) Examining the current scope of ecotourism and heritage tourism in Victoria;
(2) Examining best practice in ecotourism and heritage tourism;
(3) Examining the potential for the development of ecotourism and heritage tourism in Victoria;
(4) Determining the environmental and heritage issues associated with large scale tourism; and
(5) Determining whether the local industry is sufficiently advanced to manage increased tourism and any obstacles to this.
3. The Current Scope of Heritage Tourism in the Goldfields Region Goldfields –Australia’s Premier Heritage Region Project The development of Victoria’s Goldfields as a world class cultural heritage tourism attraction creating added visitation, economic development and liveability is a cross regional multi‐stakeholder strategic planning priority project referred to as Goldfields –Australia’s Premier Heritage Region Project. The origins of the Project date from 2009 and lie in both the Central Highlands and Loddon Mallee (South) Regional Strategic Plans. The Project is a strategic priority for both Regional Australia Development (RDA) Committees. The RDA Committees have invested well over $100,000 towards a scoping study and implementation materials for the Project with a smaller direct financial allocation coming from Tourism Victoria. The Project (Stage 1 –Heritage Streetscapes Restoration) is also a priority for the Central Highlands Regional Planning Committee representing the eight municipalities, including the City of Ballarat, within that Region. Thirteen municipalities (listed above) have been involved in the development of the Project. There are also a range of Government agency stakeholders including, Tourism Victoria, Regional Development Victoria, Transport Planning and Local Infrastructure Parks Victoria and other Regional Tourism Boards. The Project is now championed and led by the VGTE as a genuine cross‐regional multi‐stakeholder heritage tourism development project. Concurrently, with the development of the Project, Regional Tourism Boards have been implemented within the ten campaign regions under the provisions of the Victorian Regional Tourism Strategy 2009‐2012. The Goldfields structure was one of the last and was not in place for most of the time the Project was being developed therefore it was led cross‐regionally by Central Goldfields Shire Council until the new Goldfields tourism structure was in place. Central Goldfields Shire Council is a member of both the Central Highlands and Loddon Mallee South Regions.
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The Project addresses a broad range of issues including “new economy” drivers, improved liveability and small town prosperity, establishing a regional collaborative framework to manage development, growth and change benefitting communities. Tourism development priorities include:
developing heritage cultural tourism
undertaking Destination Management Plans across the wider Goldfields Region to ensure clear identification of business case informed tourism priorities for investment
streetscape restoration and enhancement
developing and connecting touring routes and trails including advancing the Goldfields Track
improving transport connections
sustainable re‐use of heritage buildings ensuring critical preservation of “at‐risk” heritage
strategically developing and co‐ordinating tourism and cultural events and festivals across the region
quality accommodation investment
researching and presenting the Goldfields history including telling the stories and secrets in contemporary ways through digital technology
consolidating Goldfields product development
more focussed and effective domestic and international marketing and public relations including developing an engaging and motivating Visiting Journalists Program
supporting and strengthening community museum development and co‐operation
reviewing Goldfields branding and developing the “Goldfields Experience”
new approaches to visitor information including shared digital information platforms
using Ballarat and Bendigo as major destinations to develop a hub and spoke approach to visitor experiences
aligning cross‐government and agency policies and priorities to support Goldfields heritage tourism development and investment
assessing the benefits and opportunities for a “showcase” initiative to demonstrate the benefits of the Project within a particular location or restricted area
building cross‐regional and multi‐stakeholder engagement and delivery capability
maintaining advocacy for added investment and development. The outcomes of a recent (June 2013) stakeholder workshop reflecting some of these priorities is attached for information. The Project will help develop and build the cultural heritage tourism industry across a significant geographical region. Investment in projects that improve aspects of infrastructure and liveability will improve the economic sustainability of towns to residents and visitors. As mentioned above one early focus for the Project has been on heritage streetscape restoration. Priorities for this will be informed by key Destination Management Plans throughout the Region which are planned to be completed by early 2014 and will ensure focussed business case development and investment decisions based on genuine tourism priorities and needs. The poor cultural heritage presentation of important civic spaces and streetscape has an enormous negative impact on the perceptions of a town for both tourists and residents and there are strong links between declining economic prosperity of some of these towns and villages and their
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appearance. Presentation of key destinations will be important in attracting and retaining high yield visitors and delivering economic outcomes to the region. The cultural heritage experience of authentically presented and well used heritage buildings in a streetscape with high historic values is fundamental to a developed tourism market. Although the investment is being driven by the objective of establishing the Goldfields region in a wider international tourism market place, the project will also deliver much needed investment in community infrastructure driving added liveability and population growth.
The Project addresses the following Central Highlands Regional Strategic priorities:
plan for growth
raise the region’s profile as a tourist and heritage destination
The project addresses the following Loddon Mallee South Regional Strategic priorities:
manage our population growth and settlements
strengthen our communities especially our small towns
improve our infrastructure
protect and enhance our natural and built environment.
The Project will contribute to added community wellbeing, liveability and infrastructure within the region. The new investment in the project will create added tourism, liveability and economic development bringing new community pride and confidence in the future. The proposed priorities for the Goldfields in the draft Victorian Regional Tourism Strategy 2013‐2016 include:
“Continue to evolve The Goldfields – Australia’s Premier Heritage Region project, including investment strategies focussing on;
o Heritage townships, streetscapes and tourist facilities; o Touring routes, tracks and trails; o Telling the Goldfields stories through contemporary signage and genealogical
tourism products; o Developing a suite of high quality events; and o Leveraging on the World Heritage listing for the Castlemaine Diggings”.
A set of stakeholder engagement material for the Project was developed in 2012 with the costs provided by the two respective Regional Development Australia committees. A copy of this material is attached. In 2012 the 13 participating municipalities were formally advised that “it is estimated that the Project would need funds in the order of $400,000 per annum over its two year start‐up phase”. A contibutive funding model was proposed. The VGTE will enter into discussions with RDV to implement a contibutive funding model reflecting the changed governance arrangements for the Project over the three year timeframe of the Victorian Regional Tourism Strategy 2013‐2016. The objective would be to make substantial progress
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in the development and implementation of Project objectives ensuring the Victorian Goldfields are on track to become a world‐class cultural destination of choice.
4. Best Practice in Heritage Tourism The VGTE’s vision for the Goldfields Region is “to ensure the Victorian Goldfields delivers a world class tourism experience built on its golden past, rich history and stunning heritage while embracing a vibrant contemporary culture, visitor service excellence and the digital economy.” The VGTE believes this vision encapsulates the best practice in heritage tourism development. The VGTE has noted and supports the submission to the Inquiry by David Bannear, the Goldfields officer from Heritage Victoria who has been actively involved over many years in the Goldfields, developing heritage tourism and in The Goldfields – Australia’s Premier Heritage Region project. The following extract from Mr Bannear’s submission addresses this issue: “The research confirmed the market. The people visiting were interested in arts, culture and learning. They enjoyed the opportunity to explore their interests and share with their family and friends. These were the people you will find at Albert Park cafes on Sundays, reading weekend inserts, before hitting the local bookshop to scour the fiction aisle. When travelling, they desired authenticity, but not at the expense of comfort. They were intellectual, curious, and always searching for something authentic and new. But people were responding to the Goldfield’s survey with a simple message ... I need my holidays to be more balanced. I need a variety of things to do, so I am not bored. The research identified that the Goldfields actually had many attributes that were not widely known, including:
contemporary arts & theatre and early Chinese culture
quality dining, events, local wineries & wine, villages and landscapes, family entertainment, State & National parks, and tracks & trails
Functional Benefits including accessibility, boutique experiences, education, cultural stimulation, and country scenery,
Many accommodation choices and touring choices The research showed that it was crucial for the marketing campaign to bring to life the emotional payoff of having a short break in the Goldfields, that touring through the cities and villages of the Goldfields provided an array of rewarding intellectual experience, based in history and heritage but expanded through art and culture. The recommended marketing strategy was to position the Goldfields as a place that stimulates, through a fusion of art and culture in a historic & heritage backdrop. A visit had to leave you feeling mentally stimulated and wanting more. It is not good enough to show the products and attributes of a destination or region, there has to be a connection at the emotional or intellectual level through story‐ telling and expanding heritage through art, festivals and events.” Marketing had to convey a number of linked messages to convey that the Goldfields was:
A constant source of enriching experiences that stimulate the mind
A proud, progressive and continually evolving region.
A cultural place of inspiration: Art, culture, architecture, & artisans.
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An authentic place: Country backdrop, wholesome, fresh produce, & affordable.
A place of learnings from: history, education and heritage”
5. The Potential for Development of Heritage Tourism in the Goldfields Key Findings from the Project Scoping Study “Developing Victoria’s Goldfields into Australia’s Cultural Heritage Region” (2011) A Scoping Study conducted for the Project and led by Ray Tonkin, the former Executive Director of Heritage Victoria is summarised in an insert in the attached stakeholder materials with a URL reference to the scoping study itself. Key findings from the study were:
• The Goldfields are rich in heritage assets and authentic experiences.
• It possesses a point of difference and uniqueness within the national and international
context.
• The Victorian Goldfields has the potential to be a world class tourist destination.
• It shares the key attributes of successful cultural regions –uniqueness and aspiration;
supporting infrastructure and products and a tourism friendly culture.
• A 1% increase in visitors to the region will inject an additional $11 million into the annual
regional economy with benefits to the Victorian economy through competitiveness and
performance.
• Declared employment disadvantage, fire and flood have added to this need.
• This creates the opportunity for a significant medium to long term (ten years) regional
development program.
Key Findings from the Project Scoping Study “Developing Victoria’s Goldfields into Australia’s Cultural Heritage Region” (2011) ‐ Why the Goldfields could be a Heritage Tourism Destination The Scoping Study observed:
“The Goldfields region certainly has all the makings of a successful cultural heritage tourism destination. The region’s heritage assets are renowned and well recognised in Victoria and across Australia. The gold rush brought a generation of entrepreneurs who not only pursued their riches, but established a whole range of independent and ambitious communities. These towns often boasted grand architecture, vibrant cultural institutions such as art galleries, theatres and mechanics institutions and beautiful public gardens and infrastructure, most of which still exist today. These frontier mining communities had a culture of self‐determination and from that came grand ideals and strong social and political values, which had influence across the nation. Sites of national political and social significance can be visited across the region.
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Each town or village has its own part of the gold rush story to tell, offering a wealth of tourism experiences. While the stories of the gold rush are different across the region and the impacts vary greatly, it is the one thing that unites and defines the area.” Key Recommendations from the Project Scoping Study “Developing Victoria’s Goldfields into Australia’s Cultural Heritage Region” (2011)‐Vision for the Goldfields The Scoping Study expressed the following vision: “The Goldfields Heritage Region will be a premium tourist destination which makes a significant contribution to the economy and prosperity of Victoria. It will also benefit local communities by enhancing civic pride and increased economic activity The Goldfields Heritage Region will be a unique, sought after destination in Australia providing high quality and authentic opportunities to experience the legacy of Australia’s gold rush in vibrant communities that have consistently high quality infrastructure and services. The region will be rich in well‐preserved heritage assets that are used and presented in interesting, sustainable and respectful ways that celebrate the unique role of the goldfields in Australia’s cultural identity.” Key Recommendations from the Project Scoping Study “Developing Victoria’s Goldfields into Australia’s Cultural Heritage Region” (2011)‐Heritage as a Brand In relation to heritage brand the Scoping Study stated: “The heritage brand is used successfully to define significant tourism destinations around the world. The development of the World Heritage List and the enthusiastic pursuit of listing by countries have demonstrated the possible success of branding a region as having heritage significance. While history tells stories and identifies events; heritage is what we have inherited from that history and is the contemporary representation of those stories. The historical and heritage foundations of the Goldfields Heritage Region are strong and this brand potential deserves greater development. In Australia “heritage” and “heritage tourism” are more closely associated with natural icons (Uluru, Kakadu, the Great Barrier Reef, etc.). The Goldfields Heritage Region provides an opportunity to broaden the concept and attract tourists who are seeking a cultural heritage experience. Evidence has shown that these people interested in cultural heritage tourism tend to spend more than other visitors. Heritage protection and promotion is already clearly evident in Goldfields’ communities because it is important to the people who live there and is therefore a strong feature of municipal plans and policies. In many instances, development and improvement in this area can build on, and leverage off, activity that is already underway. “
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Key Recommendations from the Project Scoping Study “Developing Victoria’s Goldfields into Australia’s Cultural Heritage Region” (2011)‐World Heritage Listing The Scoping Study assessed the initiative undertaken by the Brumby Government for World Heritage Listing for the Castlemaine Diggings National Heritage Park stating: “Achieving World Heritage listing for the Castlemaine Diggings National Heritage Park is a shared aspiration across the region. The listing could anchor the Goldfields Heritage Region as an international tourist destination. Equally the existing National Heritage listing can be used to promote the tourism value of the region. New infrastructure and improved marketing is now required to support increased tourism activity, and should ultimately improve the chance of World Heritage Listing.” Key Recommendations from the Project Scoping Study “Developing Victoria’s Goldfields into Australia’s Cultural Heritage Region” (2011)‐Tourism Infrastructure and Product “Tourism infrastructure varies across the region. Regional cities such as Ballarat and Bendigo, and larger towns such as Castlemaine, Ararat and Maryborough are well placed, offering some attractions and diversified accommodation. Other areas need a lot more investment. All areas could benefit from more investment, not just in attractions and accommodation, but supporting infrastructure such a food and wine, interpretation, visitor services and industry development. The one area of tourism infrastructure that is truly regional is the existing touring and trail infrastructure and the potential to further develop these offerings. The Goldfields Track provides great access to the Castlemaine Diggings National Heritage Park. The Track is a way for walkers and cyclists to explore the unique cultural landscape created by gold and now protected in the Park. The Goldfields Track will become one of Australia’s great walks with further infrastructure development. Road infrastructure throughout the region is of high quality. An opportunity exists to use this existing infrastructure and develop touring routes that encourage people to explore the entire region, gaining a greater understanding of the entire gold rush history. The domestic and international tourism market is highly competitive. As stated above, the tourism services sector in the region must continue to develop. Improvements are warranted in accommodation, food and customer service, the presentation of key tourism precincts and the access to well maintained, well presented and accessible amenities. Unlocking the unique and interesting stories of the goldfields and presenting them thorough “new” media is also an important component of the Goldfields Heritage Region product and will underpin the marketing and promotion of the area. “ Key Recommendations from the Project Scoping Study “Developing Victoria’s Goldfields into Australia’s Cultural Heritage Region” (2011)‐Enhancing Goldfields Townscapes and Streetscapes The Scoping Study recommended the provision of funding to enable municipalities to establish urban design strategies and undertake enhancements of significant streetscapes stating:
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“Presentation of key destinations in the Goldfields Heritage Region will be important in attracting and retaining high yield visitors. The experience of well‐presented and well used heritage buildings in a streetscape with high amenity is fundamental. Councils have a major role in the presentation of townships and streetscape and they approach these responsibilities in a number of ways. Additional support by way of streetscape improvement programs is recommended. Support for any urban design/townscape plan should be premised on a plan that will draw its inspiration from the gold heritage significance of the town. That is, the plan should enhance the significance of the place, rather than propose new images and destruction of traditional and important streetscape elements. The type and quality of street furniture, pavement finishes, signage and gardens should be of a standard that supports the presentation of the region as Australia’s heritage region. Documentation to support the development of quality infrastructure should be prepared as part of the program with assistance from qualified and experienced urban designers. Key townships in the region that have been strong links to the Goldfields heritage, have other heritage tourism assets in place or planned, are part of potential touring routes, and have municipal support deserve the highest priority. This targeting should focus on projects determined by an agreed urban design and townscape plan. To attract funds, councils will be required to contribute financially to projects and should include details of the impact on tourist businesses in the town or district. Identifying heritage protection and promotion in relevant strategies and plans is a way that councils illustrate support for the concept and can then justify the allocation of resources. Overall the key to achieving success in townscape improvements will be a commitment to good design pursued over the long term in a consistent manner. Any streetscape program for the region will need to set prerequisites for funding, including:
completion of a professional townscape plan demonstrating a focus on the heritage of the particular town, addressing real issues and achievability;
commitment from the relevant municipality to pursue the plan over the long term and not change directions and approach from year to year; and
understanding of the aims of the plan and the level of commitment to it from residents.” Support for the Project and Developing Heritage Tourism in the Goldfields The Project has had extensive Government and regional engagement and support. It has been evolving over a long period of time and has involved a large number of people from academics, community members and organisations, public servants and politicians. Community and business representatives played a key role in the development of both regional strategic plans. The scoping study team undertook detailed research including extensive interviews and perception surveys in a wide range of towns and communities in each of the 13 municipalities. In addition the
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team targeted people working within these communities who were involved in managing, planning and delivering services to visitors within the region to undertake perception surveys. The scoping study team had thorough discussions with each local government authority and sought detailed profiles, data and other information about the communities within each LGA. A project control group was established to oversee the project comprising a wide range of diverse stakeholders each with unique and sound community knowledge, to ensure the project would be guided by clear and focused community and business awareness. Agency stakeholders included Tourism Victoria; Heritage Victoria; Department of Planning and Community Development; Regional Development Victoria; Department of Transport and Parks Victoria. The two RDA committees funded a detailed implementation plan developed with wide stakeholder input. This funding also provided for a stakeholder and community information pack to ensure high quality community engagement across the region and to stimulate further input and build on the high level of enthusiasm and commitment for the project. Economic Impact on Regional and Local Economies
Building Goldfields cultural tourism across the region will ensure future prosperity through a more diverse and higher value regional economy.
An economic impact study was commissioned with funding provided by both RDA committees and undertaken during 2012 by the National Institute of Economic Research (NIER).
The study found substantial economic benefits including increased tourism and internal migration would follow from the implementation of the recommendations within the larger cultural tourism project.
NIER found that within the Goldfields region the tourism sector contributes $1.4 billion to local gross sales, 11,800 employment positions (6.9% of total employment) and $0.6 billion to household income. Over one third of the employment positions are directly or indirectly supported by the tourism sector.
NIER states “it seems reasonable to conclude that once the streetscape/township investment portfolio had been implemented, tourism activity in the Goldfields region would grow by 10 per cent over and above what would have been the case after a decade, or approximately one per cent per annum.”
The Scoping Study identified for every one per cent added to tourism numbers approximately $11 million is injected into regional and local economies.
Commenting on the value of the larger cultural heritage project NIER added:
“In general terms, the outcome expected after 10 years of full plan implementation is an additional rate of growth of visitor numbers to the region of two per cent per annum.”
NIER was asked to factor in the broader impact of the indirect benefits flowing from the full implementation of the larger project especially in relation to the added attractiveness of the region to above average skilled households which in turn increases the spending support for enhanced cultural diversity.
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NIER concluded that this impact was significant. On jobs alone the assessment was the total impact in net addition to jobs (from what would otherwise be the case) would be 5,500 jobs over one decade and over 9,000 jobs by early to mid‐2030s.
By early to mid‐2030s the impact of additional regional sales was estimated as $1190million and the added impact on gross regional product $562.3 million.
Impact on Local Communities
The project will contribute to the economic and social wellbeing, liveability and infrastructure of communities within the region. The Victorian Goldfields region corresponds closely with the area of central Victoria declared an employment disadvantaged area during the Global Financial Crisis. Much of the region is heavily disadvantaged in terms of the SEIFA index. The NIER estimates that the full implementation of the Goldfields –Australia’s Premier Heritage Region” project, could create in excess of 9,000 jobs by 2035, bringing improved economic and social wellbeing through sustainable economic activity delivering renewed hope and confidence to communities across the region. Importantly it will enable young people to remain in country locations if they wish, as there will be better access to jobs, create more balanced demographic profiles and provide higher quality career opportunities. The injection of new business, work and training opportunities with amenity improvements that benefit local people and visitors alike, will improve outcomes for communities on a range of measures. It will help develop and build the cultural heritage tourism industry across a significant geographical region. Investment in projects that improve aspects of infrastructure and liveability, improve the economic sustainability of the township and the attractiveness of the town to residents and visitors. The NIER analysis provides evidence that improvement of product and infrastructure has a direct positive impact on regional economies and the overall sense of wellbeing, civic pride, safety and liveability in communities. For example, in the City of Melbourne, sustained investment in, and application of, townscape improvement and heritage conservation programs have assisted in consistent recognition as one of the world’s most liveable cities. Investment in the Goldfields region will enable it to leverage of Melbourne’s tourism success and achieve long term recognition of its unique heritage. Strategic Alignment The project is consistent with the Victorian Government’s Regional Tourism Action Plan which identifies the Goldfields as Victoria’s premier Heritage Region. This alignment means that new investment will leverage off existing efforts to develop tourism based on heritage products and services. As mentioned above, continued development of the Project forms part of the proposed Goldfields priorities in the draft Regional Tourism Strategy 2013‐2016. In addition it forms part of the VGTE’s Three Year Strategic Direction ensuring a high level of tourism strategic alignment. This adds to the strong level of regional, municipal and Government agency commitment to the Project and the cross‐boundary partnerships which have helped to advance it.
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6. Determining the environmental and heritage issues associated with large
scale tourism The Goldfields, with its key Goldrush cultural heritage is very much at risk from inappropriate development which has not been subject to a proper planning process. The development and implementation of regional growth plans needs to be closely aligned with municipal planning to ensure any large scale tourism development is appropriately positioned. This includes undertaking the urban design framework studies. With good planning, development can blend with heritage very effectively. In the near future, large scale tourism development is likely to be focussed in Ballarat and Bendigo. Both cities have highly developed planning departments which are well equipped to provide the advice needed to ensure good decision‐making.
7. Assessing if the local tourism industry is sufficiently advanced to manage increased tourism
The tourism industry will need continuous development to ensure it is positioned to respond to increased and developing tourism. The VGTE working through Ballarat and Bendigo Regional Tourism will continue to offer a range of value‐added programs to help achieve this objective. “Grow your Business” workshops and “Tourism Excellence” workshops have proven very effective and will be the subject of continued development. Other practical programs and offerings will be provided to the industry as needed. It is also important that the tourism industry plays an increasing role in regional tourism leadership. Industry is actively encouraged to engage with Ballarat Regional Tourism Inc and Bendigo Tourism Inc. The Goldfields shires also have active tourism and business groups.
8. Summary and Key Recommendations The development of heritage tourism in the Victorian Goldfields with the objective of becoming a world class tourism destination of choice is an achievable outcome for the Victorian Goldfields with significant economic benefits and added liveability which will create a stronger region and enhanced community opportunities. The Goldfields –Australia’s Premier Heritage Region Project provides the cross‐ region, government and agency multi –stakeholder engagement and partnership which will be necessary to achieve these outcomes which are simply too big for any single agency or authority to conduct by themselves. The closer partnership of Tourism Victoria and Regional Development Victoria within the Department of State Development Business and Innovation offers new opportunities to support the planning and resourcing of the Project as it continues to evolve and deliver through implementation, delivering priority added initiatives and securing added investment.
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The VGTE’s recommendations to the Inquiry are as follows: 1. accept the potential of the Victorian Goldfields to be a world‐class cultural heritage
tourism destination building primarily on the presence of Ballarat and Bendigo which are already significant and developing destination brands in their own right;
2. note the considerable cross‐government, cross‐regional and multi agency activity and commitment which has been undertaken towards the achievement of this objective; through the Goldfields –Australia’s Premier Heritage Region Project;
3. adopt the finding that substantial heritage development which also requires considerable infrastructure investment can only realistically take place in the context of a medium to long term tourism led regional development program requiring the collaboration and commitment of many stakeholders;
4. recognise that public infrastructure investment in towns and streetscapes for smaller municipalities will require focussed investment and that Destination Management Plans will provide an added tourism led business case and help determine meaningful priorities;
5. consider the benefits of focussed priority public investment in heritage locations with clear tourism upside and identified for growth within Regional Growth Plans;
6. note that the recent machinery of government changes which place Tourism Victoria and Regional Development Victoria within the Department of State Development Business and Innovation offers new opportunities to support focussed and effective investment for the development of the tourism potential of the Goldfields;
7. note the findings of the National Institute of Economic Research summarised in this submission, of the broader regional benefits of heritage tourism development and investment;
8. accept the evidence of market research and the Goldfields experience that best practice in heritage tourism development is a thoughtful and caring preservation and representation of heritage combined with contemporary quality and vibrant cultural offerings including shops, galleries, good food and wine and engaging festivals and events;
9. support the need for a wide range of visitor information including the writing and telling of the great stories and secrets of the Goldfields to be supported by digital platforms which will also assist in developing international tourism including the Government’s “China Ready” strategy;
10. accept that the development of the local tourism industry will be an ongoing task but that impactful programs such as “Grow your Business” and “Tourism Excellence” can make a real difference for the better;
11. support continued Government advocacy for the World Heritage Listing of the Castlemaine Diggings National Heritage Park;
12. accept that the continued evolution and implementation of the Victorian Goldfields through the Goldfields –Australia’s Premier Heritage Region Project will require focussed project management to achieve the strategic alignment of a wide range of stakeholders and potential investors across the three levels of Government including cross‐regional collaboration and the support of a number of Government agencies.
14 | P a g e I n q u i r y i n t o H e r i t a g e T o u r i s m a n d E c o t o u r i s m i n V i c t o r i a V i c t o r i a n G o l d f i e l d s T o u r i s m E x e c u t i v e 3 0 A u g u s t , 2 0 1 3
Public Hearings The VGTE would be pleased to amplify the points made in this submission directly to the Inquiry if any public hearings are planned. The VGTE appreciates the opportunity to make a submission and wishes the Inquiry well in its important deliberations.
Chris Meddows‐Taylor Chairperson, Victorian Goldfields Tourism Executive Attachments:
“Goldfields Australia’s Premier Heritage Region” Project –Explanatory Folder
“Goldfields Australia’s Premier Heritage Region” Project – Scoping Study summary with URL linkage to the Scoping Study
“Goldfields Australia’s Premier Heritage Region” Project – Economic Impact Assessment by the National Institute of Economic Research
“Goldfields Australia’s Premier Heritage Region” Project – Outcomes and recommendations from June 2013 Stakeholder workshop
Central Highlands Councils –Letter of support
Building a
shared future
from a
shared past
Goldfields
australia’s
premier
heritage
region
from the greatest-eVer goldrush a golden opportunitY – australia’s premier heritage region
The firsT Goldfields builders were faced wiTh noThinG buT mud and dusT. buT They had boundless enerGy, creaTiviTy – and Gold. They were idealisTs deTermined To creaTe a new world wiThouT The old world’s iGnorance, inequaliTy and Tyranny. virTually overniGhT, They creaTed new ciTies and insTiTuTions ThaT were The marvel of The world.
Today’s Goldfields builders have
inherited a unique and extraordinary
cultural heritage – Australia’s premier
heritage region – and a world-class
opportunity. This opportunity has
been confirmed by a major study:
Developing Victoria’s Goldfields into
Australia’s Cultural Heritage Region:
Final Report, by Tonkin, Howard,
Street and Allen (2012), funded by
the Grampians and Loddon-Mallee
Regional Development Australia
Committees.
A growing number of people are
seeking innovative ways to use the
region’s stunning heritage to enhance
liveability and to power economic
development based on tourism and
engagement with the digital economy.
To be successful today, to compete
on a national and global playing field,
the Goldfield’s builders need to
work across regional and municipal
boundaries.
For success to be achieved, there will
need to be many builders working
collaboratively and creatively to achieve
a single goal. The goal? To put the
Goldfields region back – where it
once was - on the world stage!
Working under a single banner and
catchcry will build a new cycle of
innovation and wealth creation. Every
constructive project that advances
the region’s heritage reputation and
flies the banner ‘Goldfields –
ausTralia’s Premier heriTaGe
reGion’ will help build impetus.
Every time the banner - ‘Goldfields
– ausTralia’s Premier heriTaGe
reGion’ – is used the stronger and
more compelling the momentum will
become.
The challenge is to come together
to build a shared future from a shared
golden past – to build momentum –
and to create new and sustainable
wealth.
a neW CYCle of CreatiVitY Bringing Wealth to the goldfields
To creaTe worldwide awareness of The ‘Goldfields – ausTralia’s Premier heriTaGe reGion’
• by caring for and reusing the unique assets of the Goldfields region to attract
domestic and international tourists, new businesses and new residents,
• by tapping the Goldfields region’s traditional creativity and helping vibrant
communities treasure the best of the golden past while making a significant
economic and cultural contribution to the future,
• by helping villages, towns and cities grow, consistent with their founders’ vision
to meet practical needs whilst celebrating democratic ideals, excellence in
the creative arts and architecture, and economic opportunity for all.
Goldfields
australia’s
premier
heritage
region
Vision
‘Goldfields – ausTralia’s Premier heriTaGe reGion’
• attract support and investment to
kick-start a long-term, multi-strand
regional development programme
designed to increase tourism, and
drive job creation and population
growth
• bring local heritage and tourism
projects from around the region
under the umbrella of a cohesive,
regional vision
• develop and implement
infrastructure plans and projects
to enhance liveability and the
quality and scope of the Goldfields
experience – for tourists and
residents
• create tourism products and
experiences that will attract
increased visitation and
population growth
• seek broad recognition for heritage
value of the wider Goldfields region
and World Heritage listing for
Castlemaine Diggings National Park
» both developments will
enhance the Goldfields
region’s unique cultural life
and ambiance and play an
important role in facilitating
tourism, employment and
population growth
goals
• contribute to a growing, diversified,
sustainable, vibrant regional economy
– founded on the region’s unique
and extraordinary cultural diversity.
‘Goldfields – ausTralia’s Premier heriTaGe reGion’
Recognition for the heritage value of
the broader region and World Heritage
listing for the Castlemaine Diggings
Heritage National Park will not happen
overnight. But then again, the Goldfields
cities weren’t built in a day either
(although the world was amazed by
the speed of their construction!).
Worldwide recognition and a World
Heritage listing will only be achieved as
the result of a long-term, multi-strand
regional development programme.
The regional programme itself will
necessarily be made up of many
projects big and small.
projeCts
From the outset, it will be crucial to
bring as many local heritage and
tourism projects as possible under
the umbrella of a focused regional
vision with a clear goal.
Every constructive project that advances
the region’s heritage reputation and
flies the banner ‘Goldfields – Australia’s
Premier Heritage Region’ will help build
impetus.
The kind of projects that will be
important ‘bricks in the wall’ include:
• streetscape design and enhancement
• touring routes, tracks and trails
• better transport connections
• connecting tourism and events
• accommodation and facilities
• stories and signage
many reGions around The world have used heriTaGe asseTs To underPin economic GrowTh. The GreaT euroPean caPiTals are obvious examPles. however, smaller reGions have also increasinGly caPiTalised on The oPPorTuniTies creaTed by heriTaGe asseTs of worldwide siGnificance. The world heriTaGe brand has been ParTicularly successful in drivinG Tourism and economic GrowTh.
The development of the Goldfields as
Australia’s premier heritage region was
identified as a key plank in the overall
priority to “strengthen and diversify
our economy” in the Loddon-Mallee
South and Central Highlands Regional
Strategic Plans.
The follow-up scoping study, Developing
Victoria’s Goldfields into Australia’s Cultural
Heritage Region: Final Report, by Tonkin,
Howard, Street and Allen (2012),
funded by the Grampians and Loddon-
Mallee Regional Development Australia
Committees and Tourism Victoria, found
the establishment of the Goldfields as
Australia’s premier heritage region to be
legitimate, authentic and achievable with
potentially significant economic benefits.
a model – the Cornish mining World heritage site
The Cornish mining industry in the UK
was in many ways was the precursor to
the Victorian mining industry and there
are potential parallels with the Victorian
Goldfields through to the present
day. Many of the technologies used in
Victoria were developed in Cornwall
and many of the engineers and miners
who developed underground mining in
Victoria were originally from Cornwall.
Like the Goldfields heritage sites in
Victoria, the Cornish sites are distributed
over a wide area.
The original promoters of the Cornish
nomination made a critical decision at
the outset of their campaign. From the
beginning, they presented and marketed
all their sites as having world heritage
significance. The official listing became,
in many ways, just a logical formality.
This pre-emptive approach built
recognition, which led to funding, which
led to more recognition, which led to
more funding, which ultimately led to
a world heritage listing. The successful
world heritage listing has subsequently
created tourism growth, social benefits
and economic development for
Cornwall as a whole.
goldfields – australia’s premier heritage region
The scoping study found that the
broader Goldfields region is of national
and global significance. The study found
that development as a heritage region
is legitimate, authentic and achievable
and that it will bring significant economic
benefits. There is no doubt the
GoLDFiELDS - AUSTRALiA’S PREMiER
heriTaGe reGion has world heritage
significance. Every worthwhile project
working under this umbrella will help
build the reputation. The benefits are
many, the costs are remarkably small.
the Castlemaine diggings World heritage site
The Castlemaine Diggings National
Heritage Park has already gained
protection as a national park, and is
listed on the Victorian Heritage List and
National Heritage List. World Heritage
listing however is the next longer-
term objective. The broader Goldfields
region is rich in sites of world heritage
significance, but complex practical issues
preclude multiple site nominations.
Nonetheless, the entire Goldfields
region can and should be branded
as a world-class heritage destination.
national & World heritage
FROM THE GREATEST-EVER GOLDRUSH A GOLDEN OPPORTUNITY TO CREATE AUSTRALIA’S PREMIER HERITAGE REGION
Goldfields
AUSTRALIA’S
PREMIER
HERITAGE
REGION
sCoPiNG sTUdY
In a partnership between federal, state and local governments a network of Regional Development Australia Committees (RDAs) have been established across Australia. The purpose of RDAs is to support informed regional planning, to work with governments to create projects and source funding that will drive regional development.
The bulk of Victoria’s accessible gold rush localities are in the region covered by the Grampians and Loddon-Mallee RDAs. Thirteen municipalities within the two regions, including the golden cities of Ballarat and Bendigo, have fundamental links to the Goldfields story.
The two Regional Strategic Plans supported by the two RDAs both emphasise the importance of a strong cultural heritage tourism sector with quality service enterprises and products. Heritage tourism is a key driver for economic diversification and development, population growth and improved quality of life. The development of the Goldfields as a premier heritage region is identified as a key action by both strategic plans.
In 2011, the Loddon-Mallee and Grampians RDAs commissioned a substantial scoping study to:
1. consider whether the region legitimately meets the criteria shared by significant heritage regions elsewhere in the world,
2. review and substantiate the current status and importance of cultural heritage tourism in the region,
3. consider the potential economic benefits of working together to establish a world-class heritage region,
4. assess the strengths and weaknesses of current tourist infrastructure,
5. assess local government support for a regional approach to conserving, re-using and promoting gold rush heritage, and
6. briefly scope recommendations that would contribute to establishing a successful heritage reputation for the broader region and world heritage listing for the Castlemaine Diggings National Heritage Park (which already enjoys national heritage listing and has been identified as a legitimate world heritage nomination).
The study’s headline conclusion is that the region will accrue huge benefits from developing the Goldfields as Australia’s premier heritage region.
The study found the development of Australia’s premier heritage region would create economic benefits, improved liveability, and population growth, by harnessing the dynamic synergies that flow between:
1. amenity migration of high income and skilled households who are attracted to live in heritage towns and precincts,
2. visitation by the high end (culturally-enriched) tourism sector - people who have a propensity to contribute socially, environmentally and economically to the destinations they visit,
3. development of high quality tourism service enterprises that add to the overall attractiveness of the region for both tourists and new households,
4. the productivity of the internet (NBN) which will enable new and existing Goldfields businesses to increase their share of national economic activity, and
5. the ability to create engagement, collaboration, and opportunities for alignment, between all levels of government and the private sector.
Goldfields
AUSTRALIA’S
PREMIER
HERITAGE
REGION
sCoPiNG sTUdY
IT HAPPENED
GoLD wAS A DeMoCRATIC MINeRAL. IT DIDN’T ReSPeCT CLASS, oR PoLITICAL BouNDARIeS – oR IT wouLD HAVe BeeN fouND By ARISToCRATS IN LoNDoN, NoT By A RAG-TAG HoRDe of DeMoCRATS IN CouNTRy VICToRIA.
It wasn’t just lucky miners that got rich. Through an alchemical process much of the miners’ gold was captured locally and transformed into bricks and mortar – into Goldfields townships that dazzled the world with the speed of their growth, with their grand hotels, banks, theatres, educational institutions, galleries, libraries, hospitals, shops, post offices, town halls and beautiful houses.
Today, it is the architectural backdrop and cultural diversity of the gold rushes combined with modern creativity and enterprise that are the critical ingredients for an alchemy that will create new wealth.
Some of the new wealth will be created by tourism. The broader Goldfields region has one of the most interesting and evocative landscapes in the world. Geology, Aboriginal culture, and the story of the world’s greatest-ever gold rush are all clearly written across the land. Ghosts call out wherever you turn.
New wealth will also be created by Goldfields towns that create liveable, enticing environments that meet the needs of the ‘miners’ of the new digital economy. with the defeat of the tyranny of distance (thanks to the internet) the Goldfields towns have the potential to be rushed, once again.
Many more people will come if the broader region succeeds in building on its strengths and opportunities with a single compelling message: the GoLDfIeLDS – AuSTRALIA’S PReMIeR HeRITAGe ReGIoN is a creative region of national and global significance.
Tourists will come to immerse themselves in unique sights and experiences. New residents will come for a high-quality lifestyle. Both will be attracted and seduced by good coffee, beautiful architecture, the energy unleashed by local pride, and the region’s deep cultural wealth.
Like gold, however, the region’s assets are widely scattered. A cross-regional developmental approach creates the broadest relevance, the greatest critical mass - and opens the possibility for securing investment from the tourism sector, industry and government .
Thanks to the region’s legacy of world-class assets, today’s custodians of the goldfields towns, like their predecessors, have the opportunity to build.
Creating worldwide awareness of the GoLDfIeLDS – AuSTRALIA’S PReMIeR HeRITAGe ReGIoN will be as important to the region as the discovery of gold. when gold was discovered in Victoria, the whole world sat up and took serious notice. As the region unleashes a new wave of creativity, building on the goldminers’ own creative achievements, the world will once again take notice.
It happened. we must make it happen again.
Developing Victoria's Goldfields into Australia's Cultural Heritage Region: Final Report, Tonkin, Howards, Street and Allen (2012) is available at: http://www.issuu.com/goldfields-scoping-study/docs/final_report_2012_
MAkING IT HAPPEN AGAIN
1. DOES THE REGION MEET NATIONAL AND wORLD HERITAGE CRITERIA?
yeS! The scoping study found that seeking international recognition for the Goldfields as a premier heritage region, and pursuing a formal world heritage listing for the Castlemaine Diggings National Heritage Park, was legitimate, authentic and realistic. This listing can be used to brand the whole region.
The Goldfields are culturally diverse and rich with evocative and authentic experiences. They are unique and clearly represent a significant chapter of human history (the gold-inspired mass migrations of the mid-19th century) with worldwide significance.
2. CURRENT STATUS OF CULTURAL HERITAGE TOURISM IN THE REGION?
STRoNG! The scoping study found that Central Victoria could build on its existing strengths and wide recognition as a heritage-rich region. Tourism is already a significant contributor to jobs and economic activity in the region. Nearly 40,000 (24% of the total) jobs in the region are in tourism-related sectors and it is estimated tourists spent $1.6 billion in the region to the year ended June 2011. A cross-regional approach will enable benefits to be better spread across the 13 local government authorities.
while there are many strengths in heritage-related developments, the
report also identified current issues, weaknesses and shortfalls, with corresponding recommendations how to address these problems.
3. POTENTIAL ECONOMIC bENEFITS OF HERITAGE bRANDING
VeRy PoSITIVe! The scoping study found that the heritage brand is used to define and promote successful regions (like Cornwall) around the world. Heritage listings drive international and domestic tourism, and evidence also shows that those people who are interested in cultural heritage tourism tend to spend more than other visitors.
The scoping study found that developing the Goldfields region as Australia’s premier heritage region would achieve an increase in the number of tourists coming to the region, their length of stay and a wider dispersal of visitors across the region. Increased tourism and the associated improvements in the quality of service enterprises, combined with the revitalisation of heritage assets, will also attract new residents through ‘amenity migration’. A substantial proportion of these new residents will be professional people equipped to capitalise on web-based enterprises.
The region is currently facing economic challenges on a number of fronts, including a lack of job creation. Central Victoria has been identified as one of the 20 priority employment areas in Australia. The region is also still recovering from the aftermath of serious fires and floods. There is a strong case
for investment that will help spark diversification and growth.
4. STRENGTHS AND wEAkNESSES OF CURRENT INFRASTRUCTURE?
INVeSTMeNT NeeDeD! The report undertook a detailed analysis of each local government authority that would fall within the proposed heritage region.
There was wide variation across the region, but the report found an overall need for more investment in building restoration, improved streetscapes in key tourist precincts, better accommodation options (particularly high-quality accommodation), improved transport connections, more tracks, trails and touring routes, and improved infrastructure (interpretation tools, visitor services and amenities).
5. SUPPORT FOR HERITAGE LISTINGS?
STRoNG! The report found a high level of awareness of, and support for, the proposed heritage region and world heritage listing among relevant development boards, local governments, tourism, business, arts, heritage, community and service organisations.
The challenge will be hitching up the like-minded wagons in the region - including 13 local government authorities, two RDA Committees, two regions, five regional tourism boards and several government agencies – to a single train under the banner - ‘GoLDfIeLDS – AuSTRALIA’S PReMIeR HeRITAGe ReGIoN’.
MAkING IT HAPPENIDENTIFIED OPPORTUNITIES
INFRASTRUCTURE:
• Conserving Goldfields heritage - identifying priority heritage projects and supporting advocacy efforts for funding.
• Enhancing Goldfields townscapes and streetscapes - identifying priority streetscape enhancement opportunities and supporting best practice design.
• Accommodation Development Prospectus – accommodation development options for high yield tourists in key locations.
• Building a best-practice Visitor orientation & Interpretive Centre and other tourist infrastructure for the Castlemaine Diggings National Heritage Park (a critical precursor to pursuing world Heritage listing).
• establishing better transport connections across the region.
TOURISM PRODUCT DEVELOPMENT:
• Create Goldfields Touring Routes that link the main regional entry points and can be extended through ‘hub and spoke’.
• Complete the upgrade and marketing campaign for the Goldfields Track in alignment with DPCD’s regional tracks & trails strategy.
• unlocking the Secrets of the Goldfields - commission writers and musicians to compose engaging themed stories with sub-regional and local themes.
• Prepare consistently branded visitor materials and collateral.
• Pursue world heritage listing for the Castlemaine Diggings National Heritage Park.
• Develop genealogical tourism products.
• Facilitate the re-use of Significant Heritage Places for Tourism.
• Gold heritage events co-ordination.
bUILDING CAPACITY AND LEADING CHANGE:
• Heritage Tourism Development – promote the awareness of the 'GoLDfIeLDS - AuSTRALIA'S PReMIeR HeRITAGe ReGIoN'.
• Setting the Policy Direction – embedding the development of the Goldfields Heritage Region in the three levels of government.
• establishing a Project Management Structure – ongoing development and implementation of the project.
• Communications and Marketing framework - a marketing strategy, interpretation strategy, advocacy framework and communications plan.
Developing Victoria's Goldfields into Australia's Cultural Heritage Region: Final Report, Tonkin, Howards, Street and Allen (2012) is available at: http://www.issuu.com/goldfields-scoping-study/docs/final_report_2012_
THE ECONOMIC BENEFITS OF CREATING ‘GOLDFIELDS - AUSTRALIA’S PREMIER HERITAGE REGION’ AND IMPLEMENTING SCOPING STUDY RECOMMENDATIONS
Goldfields
AUSTRALIA’S
PREMIER
HERITAGE
REGION
eCoNoMiC iMPACT sTATeMeNT
This extensive scoping study identified that major cross-regional benefits will flow from a collaborative approach to creating new growth based on the Goldfields region’s extraordinary heritage assets.
The National Institute of Economic & Industry Research (NIEIR) then undertook a follow-up economic impact study, The Plan: Developing Victoria’s Goldfields into Australia’s Cultural Heritage Region – The Benefits of Implementation, which:
• quantified the substantial contribution tourism makes to economic activity in the Goldfields region,
• assessed the significant economic benefits from a potential virtuous cycle: creative development of heritage assets and tourism services (including cafes and restaurants) leading to increased tourism and improved liveability, leading to increased migration, leading to further development of heritage assets and tourism services…,
• and assessed the positive, region-wide economic benefits of cooperation between LGAs (Local Government Areas) and the region-wide value of spill-over from tourist hot-spots.
In 2011, the Loddon Mallee and Grampians RDA’s commissioned a substantial scoping study to establish the viability of developing the broader Goldfields region as Australia’s premier heritage region: Developing Victoria’s Goldfields into Australia’s Cultural Heritage Region – Final Report, February 2012.
A GOLDEN CYCLE: HERITAGE DEVELOPMENT TOURISM LIVEABILITY INWARD MIGRATION HERITAGE DEVELOPMENT
The NIER’s economic impact study found Australia’s resource boom combined with technological change, and particularly broadband internet, presents a threat and an opportunity to the region.
The economic impact study found substantial economic benefits, including increased tourism and internal migration, would follow from the adoption of the scoping study’s recommendations and the creation of GOLDFIELDS – AUSTRALIA’S PREMIER HERITAGE REGION.
The economic impact study’s findings include:
1. EMPLOYMENT The implementation of the scoping study recommendations is essential if the Goldfields region is to be successful in maintaining and expanding employment in the services sector, in the face of technological change, high Australian dollar exchange rates and the two-speed economy.
2. REGION-WIDE MANAGEMENT A coordinated region-wide implementation plan and management structure is essential if the Goldfields region is to be successful in re-branding the region,
managing region-wide projects, and attracting government funding. The report finds that a region-wide project management structure has the potential to attract significant investment for the region.
3. THE TOURISM SECTOR The tourism sector contributes $1.4 billion to local gross sales, 11,800 employment positions (6.9% of total employment) and $0.6 billion to household income. Over a third of the employment positions directly or indirectly supported by the tourism sector are located in the accommodation and food services industry, both of which also directly impact on general liveability.
4. HERITAGE DRIVES ECONOMIC GROWTH If the scoping study’s streetscape/townscape investment proposals are implemented, tourism activity in the Goldfields region will grow by 10% over a decade. If there is coordinated and concentrated investment in heritage-related projects through to 2015 there will be an additional 2% per annum growth in visitor numbers (above what may naturally occur) to the region.
5. TOURISM, JOBS, MIGRATION & HOUSE VALUES Heritage assets, cultural diversity and quality infrastructure attract professionals, and arts and entertainment workers, which in turn creates diverse food and entertainment options, which in turn attracts tourism, which reinforces the attractiveness of the region for above-average skilled households, which in turn increases cultural diversity. The development of heritage assets leads directly to tourism, higher productivity and quality services and then, because of higher demand, to higher housing prices. A successful combination of government and private sector investment, increased visitor numbers and enhanced liveability could, within the next decade, create over 8,000 jobs.
6. REGIONAL BENEFITS The scoping study envisages a rollout of investment projects across the region, but even when there is initially employment growth in one LGA there is direct flow through to neighbouring LGAs.
Goldfields
AUSTRALIA’S
PREMIER
HERITAGE
REGION
eCoNoMiC iMPACT sTATeMeNT
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ond
this
, to
the
ext
ent
that
the
assu
mpt
ions
do
not m
ater
ialis
e, th
e es
timat
es a
nd p
roje
ctio
ns o
f ach
ieva
ble
resu
lts m
ay v
ary.
UR
BA
N E
NT
ER
PR
ISE
PT
Y L
TD
JUN
E 2
01
3 W
OR
KSH
OP
DET
AIL
S
FAC
ILIT
AT
OR
S
UR
BA
N E
NT
ER
PR
ISE
Mik
e R
uzze
ne, D
irect
or
Tod
d D
enha
m, S
enio
r Str
ateg
ic P
lann
er
AT
TEN
DEE
S C
hris
Med
dow
s-T
aylo
r , C
hair
VG
TE
Geo
rge
Sos
si, C
EO
Bal
lara
t Reg
iona
l Tou
rism
Kat
hryn
Mac
kenz
ie,
Exe
c M
anag
er T
ouris
m C
ity o
f G
reat
er B
endi
go -
Ben
digo
Reg
iona
l
Tou
rism
Will
Fla
mst
eed,
CE
O G
ram
pian
s R
TB
Meg
an A
llen,
Mar
ketin
g C
onsu
ltant
Bal
lara
t Reg
iona
l Tou
rism
Gle
nn H
arve
y, M
arke
ting
Man
ager
City
of G
reat
er B
endi
go -B
endi
go R
egio
nal T
ouris
m
Dav
id S
utcl
iffe,
Gen
eral
Man
ager
Tec
hnic
al S
ervi
ces
Cen
tral
Gol
dfie
lds
Shi
re C
ounc
il
John
Will
iam
son,
Reg
iona
l Man
ager
/ Ran
ger –
Par
ks V
icto
ria
Dav
id B
anne
ar, H
erita
ge V
icto
ria
Ian
Dre
her,
Man
ager
Str
ateg
y R
DV
Gra
mpi
ans
–Gra
mpi
ans
RD
A
Julie
Mar
koff,
Man
ager
Sta
keho
lder
Eng
agem
ent
RD
V L
oddo
n M
alle
e –
Lodd
on M
alle
e
RD
A
San
dra
Wils
on, R
egio
nal M
anag
er D
epar
tmen
t of T
rans
port
Mar
k H
ogan
, Adv
anci
ng C
ount
ry T
owns
Pro
ject
Man
ager
– (C
resw
ick,
Clu
nes
and
Tal
bot)
WO
RK
SHO
P G
OA
LS
1.
Iden
tify
prio
rity
tour
ism
dev
elop
men
ts t
o ad
vanc
e th
e G
oldf
ield
s: A
ustr
alia
’s
Pre
mie
r Her
itage
Reg
ion
proj
ect;
2.
Det
erm
ine
the
next
ste
ps to
war
ds im
plem
enta
tion
of th
ese
prio
ritie
s
3.
Agr
eem
ent f
rom
the
wor
ksho
p at
tend
ees
on ta
king
the
Gol
dfie
lds:
Aus
tral
ia’s
Pre
mie
r Her
itage
Reg
ion
proj
ect f
orw
ard
REG
ION
AL
DEF
INIT
ION
S
Gol
dfie
lds
Geo
grap
hic
Reg
ion
is
the
broa
der
Gol
dfie
lds
regi
on,
base
d on
th
e 13
mun
icip
aliti
es w
ith p
revi
ous
invo
lvem
ent i
n th
e P
roje
ct.
Gol
dfie
lds
Cam
paig
n R
egio
n co
mpr
ises
fiv
e m
unic
ipal
ities
the
City
of
Bal
lara
t, C
ity o
f
Gre
ater
Ben
digo
, Cen
tral
Gol
dfie
lds
Shi
re, L
oddo
n S
hire
and
Mou
nt A
lexa
nder
Shi
re.
2
GO
LD
FIE
LD
S:
AU
ST
RA
LIA
’S P
RE
MIE
R H
ER
ITA
GE
RE
GIO
N
W
OR
KS
HO
P N
OT
ES
& F
UT
UR
E D
IRE
CT
ION
S:
26
TH
JU
NE
20
13
TO
UR
ISM
DEV
ELO
PMEN
T
DES
TIN
AT
ION
MA
NA
GEM
ENT
PLA
NN
ING
B
alla
rat,
Ben
digo
and
the
Gra
mpi
ans
will
all
have
com
plet
ed D
estin
atio
n M
anag
emen
t
Pla
ns b
y th
e en
d of
201
3, w
hich
will
ide
ntify
tou
rism
dev
elop
men
t pr
iorit
ies
with
in
each
of t
heir
regi
ons;
T
he s
cope
of
thes
e th
ree
DM
Ps
will
inc
lude
all
of t
he G
oldf
ield
s C
ampa
ign
Reg
ion
Cou
ncils
;
F
ollo
win
g th
e co
mpl
etio
n of
the
se p
roje
cts,
an
over
lay
for
the
Gol
dfie
lds
Cam
paig
n
Reg
ion
will
be
prep
ared
, ide
ntify
ing
the
regi
onal
prio
ritie
s;
D
ue t
o th
is,
spec
ific
prio
ritie
s re
latin
g to
the
acc
omm
odat
ion
oppo
rtun
ities
, re
use
of
herit
age
build
ings
and
the
tow
ns th
at c
ould
ben
efit
from
str
eets
cape
impr
ovem
ents
for
prog
ress
ing
via
the
Gol
dfie
lds:
Aus
tral
ia’s
Her
itage
Reg
ion
wer
e no
t ide
ntifi
ed.
HER
ITA
GE
STR
EET
SCA
PES
T
he ro
le fo
r VG
TE
is a
dvoc
acy,
impl
emen
tatio
n is
the
role
of L
ocal
Gov
ernm
ent;
H
erita
ge s
tree
tsca
pe im
prov
emen
ts m
ay b
enef
it fr
om th
e in
trod
uctio
n of
gui
delin
es to
ensu
re a
con
sist
ent a
ppro
ach,
par
ticul
arly
out
side
of t
he m
ajor
cen
tres
in th
e re
gion
;
T
his
may
be
prog
ress
ed th
roug
h a
smal
l con
sulta
ncy
proj
ect,
revi
ewin
g ex
istin
g Lo
cal
Gov
ernm
ent s
tree
tsca
pe g
uide
lines
.
IMP
LE
ME
NT
AT
ION
V
GT
E h
ave
a ro
le i
n ad
voca
ting
the
need
for
the
se g
uide
lines
with
in t
he r
egio
n’s
Cou
ncils
.
TO
UR
ING
RO
UT
ES
T
ourin
g ro
utes
thr
ough
the
reg
ion
need
to
refle
ct v
isito
r pr
efer
ence
s an
d co
nnec
t
tour
ism
pro
duct
s;
T
he G
oldf
ield
s T
ourin
g R
oute
was
not
use
d an
d di
d no
t ha
ve s
uppo
rtin
g co
llate
ral.
It
is n
o lo
nger
ope
ratio
nal;
Fu
ture
tra
cks
and
trai
ls w
ill b
e th
emed
, pr
ovid
ing
visi
tors
with
tou
ring
oppo
rtuni
ties
that
refle
ct th
eir i
nter
ests
;
A
long
with
the
exis
ting
trac
ks a
nd tr
ails
in th
e re
gion
, the
Cro
ssin
g B
orde
rs p
roje
ct w
ill
prov
ide
oppo
rtun
ities
for c
ycle
tour
ism
in th
e re
gion
;
D
ue t
o th
is,
the
iden
tific
atio
n of
tou
ring
rout
es i
s de
pend
ent
on t
he o
utco
mes
of
the
prod
uct
audi
ting
that
will
inf
orm
the
Des
tinat
ion
Man
agem
ent
Pla
ns,
as w
ell
as t
he
deve
lopm
ent o
ppor
tuni
ties
iden
tifie
d in
thes
e pl
ans.
IMP
LE
ME
NT
AT
ION
C
ompl
ete
Des
tinat
ion
Man
agem
ent P
lans
and
Gol
dfie
lds
Reg
ion
over
lay
V
GT
E t
o in
itiat
e co
nsul
tatio
ns a
nd s
eek
cros
s -r
egio
nal
agre
emen
t to
im
plem
entin
g
prio
ritie
s co
nsis
tent
with
thes
e pl
ans
V
GTE
to
wor
k w
ith D
epar
tmen
t of
Tra
nspo
rt t
o ex
plor
e im
prov
ed t
rans
port
sol
utio
ns
alig
ned
to to
uris
m d
evel
opm
ent n
eeds
.
UR
BA
N E
NT
ER
PR
ISE
PT
Y L
TD
JUN
E 2
01
3 T
HE
GO
LDFI
ELD
S T
RA
CK
T
he tr
ack
is c
urre
ntly
attr
actin
g ap
prox
imat
ely
100,
000
peop
le p
er y
ear.
T
here
ar
e is
sues
rel
ated
to
the
land
ow
ners
hip,
whi
ch c
reat
es i
ssue
s su
ch a
s
inco
nsis
tent
sig
nage
.
T
he T
rack
als
o pa
sses
thr
ough
fou
r di
ffere
nt C
ounc
il ar
eas,
Bal
lara
t, H
epbu
rn,
Mt.
Ale
xand
er a
nd B
endi
go.
It al
so e
nter
s a
diffe
rent
Tou
rism
Vic
toria
cam
paig
n re
gion
,
Spa
Cou
ntry
;
T
he c
omm
ittee
res
pons
ible
for
the
Gol
dfie
lds
Tra
ck is
eng
aged
with
issu
es r
elat
ing
to
the
infr
astr
uctu
re,
rath
er t
han
the
prom
otio
n, a
dvoc
acy
or d
evel
opin
g th
e br
oade
r
tour
ism
exp
erie
nce.
T
he a
spira
tion
for
the
Gol
dfie
lds
Tra
ck is
that
it is
incl
uded
on
the
list o
f ic
onic
trac
ks
and
trai
ls in
Vic
toria
.
T
he G
oldf
ield
s T
rack
com
mitt
ee a
re t
o br
ief
VG
TE
on
the
curr
ent
stat
e of
the
tra
ck
and
its d
evel
opm
ent.
V
GT
E a
re t
o le
ad t
he m
arke
ting,
adv
ocac
y an
d co
-ord
inat
ion
of t
he d
evel
opm
ent
of
the
Gol
dfie
lds
Tra
ck to
ens
ure
that
it re
alis
es it
s po
tent
ial a
s a
tour
ism
attr
actio
n.
IMP
LE
ME
NT
AT
ION
T
he G
oldf
ield
s T
rack
com
mitt
ee a
re t
o br
ief
VG
TE
, on
the
iss
ues
and
oppo
rtun
ities
asso
ciat
ed w
ith th
e tr
ack;
V
GT
E a
re t
o ta
ke r
espo
nsib
ility
for
mar
ketin
g, a
dvoc
atin
g fo
r an
d pr
omot
ing
the
oppo
rtun
ities
ass
ocia
ted
with
the
Gol
dfie
lds
Tra
ck.
CA
STLE
MA
INE
DIG
GIN
GS
T
he C
astle
mai
ne D
iggi
ngs
wou
ld m
eet
the
crite
ria f
or W
orld
Her
itage
list
ing,
but
the
proc
ess
has
not p
rogr
esse
d th
roug
h th
e F
eder
al G
over
nmen
t app
licat
ion
proc
ess;
T
he
Dig
ging
s co
ver
an
exte
nsiv
e re
gion
be
twee
n D
ayle
sfor
d an
d C
astle
mai
ne,
prov
idin
g a
gold
rela
ted
attr
actio
n be
twee
n B
alla
rat a
nd B
endi
go;
T
here
hav
e be
en a
num
ber
of s
tudi
es u
nder
take
n on
the
Cas
tlem
aine
Dig
ging
s, b
ut
not
nece
ssar
ily f
ocus
sed
on d
evel
opin
g th
e to
uris
m e
xper
ienc
e. T
here
is
a ne
ed t
o
unde
rtak
e a
tour
ism
foc
usse
d m
aste
rpla
n fo
r th
e C
astle
mai
ne D
iggi
ngs,
to
iden
tify
infr
astr
uctu
re re
quire
men
ts a
nd a
ssoc
iate
d de
velo
pmen
t opp
ortu
nitie
s;
T
he C
astle
mai
ne D
iggi
ngs
will
be
incl
uded
with
in t
he s
cope
of
the
Ben
digo
DM
P,
whi
ch in
form
thei
r fur
ther
dev
elop
men
t as
a to
uris
m p
rodu
ct.
IMP
LE
ME
NT
AT
ION
U
nder
take
Ben
digo
DM
P
V
GT
E t
o un
dert
ake
ongo
ing
advo
cacy
with
Gov
ernm
ents
for
Wor
ld H
erita
ge L
istin
g
and
prom
otio
n of
the
impo
rtan
ce o
f the
site
.
GO
LDFI
ELD
S EV
ENT
S
It
was
see
n as
ben
efic
ial t
o ha
ve a
co-
ordi
nate
d ap
proa
ch to
eve
nts
in th
e G
oldf
ield
s
Cam
paig
n R
egio
n;
O
ne k
ey o
ppor
tuni
ty w
ould
be
to in
tegr
ate
and
alig
n a
rang
e of
her
itage
eve
nts
and
activ
ities
acr
oss
the
Gol
dfie
lds
Cam
paig
n R
egio
n in
to o
ne e
xten
ded
annu
al fe
stiv
al
T
here
cou
ld a
lso
be c
onsi
dera
tion
give
n to
the
use
of
herit
age
build
ings
as
even
t
spac
es, a
s do
ne in
Clu
nes
durin
g B
ook
Wee
k.
IMP
LE
ME
NT
AT
ION
T
he c
oord
inat
ion
of e
vent
s in
the
Gol
dfie
lds
Cam
paig
n R
egio
n w
ill b
e un
dert
aken
by
the
VG
TE
with
a fo
cus
on h
ighe
r va
lue
even
ts a
nd b
ette
r pr
oduc
t and
offe
ring
lead
ing
to in
crea
sed
yiel
d an
d di
sper
sal;
V
GT
E to
take
lead
ersh
ip o
n de
velo
ping
an
exte
nded
ann
ual h
erita
ge fe
stiv
al.
4
GO
LD
FIE
LD
S:
AU
ST
RA
LIA
’S P
RE
MIE
R H
ER
ITA
GE
RE
GIO
N
W
OR
KS
HO
P N
OT
ES
& F
UT
UR
E D
IRE
CT
ION
S:
26
TH
JU
NE
20
13
SUST
AIN
AB
LE R
E-U
SE O
F H
ERIT
AG
E B
UIL
DIN
GS
M
any
key
herit
age
build
ings
, bo
th p
ublic
ly a
nd p
rivat
ely
owne
d re
quire
mai
nten
ance
and
repa
ir, a
nd t
heir
poor
pre
sent
atio
n de
trac
ts f
rom
the
qua
lity
and
ambi
ence
of
the
Gol
dfie
lds
Geo
grap
hic
Reg
ion
expe
rienc
e;
O
ppor
tuni
ties
to r
edre
ss th
is s
ituat
ion
incl
ude
low
inte
rest
loan
s, a
dvic
e fr
om h
erita
ge
staf
f in
mun
icip
aliti
es o
n re
stor
atio
ns a
nd t
he i
dent
ifica
tion
of a
ppro
pria
te u
ses
for
rest
ored
bui
ldin
gs e
spec
ially
to c
reat
e ad
ded
tour
ism
pro
duct
;
O
ppor
tuni
ties
for
reus
e of
her
itage
bui
ldin
gs, p
artic
ular
ly r
elat
ed to
tow
ns th
at m
ay b
e
deve
lope
d in
to to
uris
m d
estin
atio
ns, w
ill b
e id
entif
ied
thro
ugh
the
DM
P p
roce
ss.
IMP
LE
ME
NT
AT
ION
T
he V
GT
E s
uppo
rt a
nd a
dvoc
ate
for
bette
r in
vest
men
t, ad
vice
and
sup
port
to
enab
le
the
sust
aina
ble
re-u
se o
f her
itage
bui
ldin
gs to
sup
port
tour
ism
pro
duct
and
offe
rings
.
UR
BA
N E
NT
ER
PR
ISE
PT
Y L
TD
JUN
E 2
01
3 PR
OJE
CT
FU
TU
RE
PRO
JEC
T S
CO
PE A
ND
OU
TC
OM
ES
A
s m
uch
of t
he d
iscu
ssio
n re
late
d to
the
out
com
es o
f th
e B
alla
rat,
Ben
digo
and
the
wes
tern
par
t of
the
Gra
mpi
ans
Des
tinat
ion
Man
agem
ent
Pla
ns,
the
impl
icat
ions
for
prio
rity
proj
ects
fro
m o
ther
Cou
ncils
who
hav
e co
mm
itted
to
the
proj
ect
need
s to
be
cons
ider
ed;
T
he p
roje
ct’s
focu
s on
her
itage
tour
ism
sho
uld
be b
road
ened
to c
onsi
der a
ll as
pect
s of
tour
ism
and
tour
ism
dev
elop
men
t in
the
regi
on, w
ith th
e he
ritag
e pr
ovid
ing
a ba
ckdr
op
to c
onte
mpo
rary
exp
erie
nces
;
T
he p
roje
ct w
ill n
ot re
sult
in th
e m
arke
ting
and
prom
otio
n of
the
Gol
dfie
lds
Geo
grap
hic
Reg
ion
as a
tou
rism
des
tinat
ion,
but
will
inf
orm
the
bra
ndin
g an
d pr
omot
ion
of t
he
gold
field
s to
wns
with
in th
eir e
xist
ing
tour
ism
cam
paig
n re
gion
s;
AC
TIO
NS
Bas
ed o
n ou
tcom
es o
f the
wor
ksho
p, it
is re
com
men
ded
that
VG
TE
:
C
omm
unic
ate
the
outc
omes
of t
he w
orks
hop
to o
ther
regi
onal
sta
keho
lder
s;
R
edef
ine
the
Gol
dfie
lds:
Aus
tral
ia’s
Pre
mie
r H
erita
ge R
egio
n sc
ope
and
outc
omes
to
refle
ct th
e ou
tcom
es o
f the
wor
ksho
p, in
clud
ing:
P
rovi
de a
cle
ar in
dica
tion
of th
e ge
ogra
phic
al a
rea
incl
uded
in th
e pr
ojec
t;
R
esta
te t
he g
oals
and
obj
ectiv
es t
o re
flect
the
mov
e to
war
ds a
bro
ader
tou
rism
deve
lopm
ent p
roje
ct, w
ithin
a h
erita
ge c
onte
xt;
R
einf
orce
tha
t th
e de
velo
pmen
t op
port
uniti
es w
ill a
rise
from
the
dev
elop
men
t of
Des
tinat
ion
Man
agem
ent P
lans
acr
oss
the
regi
on; a
nd,
T
hat
the
proj
ect’s
im
plem
enta
tion
will
no
t re
sult
in
a G
oldf
ield
s to
uris
m
dest
inat
ion
base
d on
the
her
itage
pro
duct
, it
will
be
the
deve
lopm
ent
of t
he
Gol
dfie
lds
tow
ns a
nd e
xper
ienc
e w
ithin
the
reg
iona
l to
uris
m s
truc
ture
s in
pla
ce
acro
ss th
e re
gion
.
T
ake
a le
ader
ship
role
in th
e de
velo
pmen
t and
pro
mot
ion
of th
e G
oldf
ield
s T
rack
;
C
oord
inat
e th
e ex
istin
g ca
lend
ar o
f eve
nts
with
in th
e G
oldf
ield
s C
ampa
ign
Reg
ion;
P
rovi
de
advo
cacy
an
d co
ordi
natio
n fo
r cr
oss-
regi
onal
to
uris
m
deve
lopm
ent
oppo
rtun
ities
;
P
rovi
de in
put
into
the
pre
para
tion
of t
he t
hree
Des
tinat
ion
Man
agem
ent
Pla
ns b
eing
unde
rtak
en in
the
regi
on.
W
ork
with
Reg
iona
l To
uris
m B
oard
s in
the
bro
ader
Gol
dfie
lds
geog
raph
ic r
egio
n on
stra
tegi
es to
sec
ure
bette
r inv
estm
ent a
nd s
uppo
rt fo
r gol
d to
wns
and
loca
tions
.
In
vest
igat
e op
port
uniti
es f
or b
rand
ing
of g
oldf
ield
s he
ritag
e w
ithin
the
bro
ader
reg
ion
that
w
orks
w
ithin
th
e re
spec
tive
Reg
iona
l T
ouris
m
Boa
rd's
ow
n br
andi
ng
and
mar
ketin
g st
rate
gies
.
For
201
4:
U
nder
take
an
over
arch
ing
Gol
dfie
lds
DM
P p
roje
ct,
to id
entif
y re
gion
al p
riorit
ies
from
the
thre
e D
MP
s to
be
prep
ared
dur
ing
2013
;
P
rovi
de o
ppor
tuni
ties
for
part
s of
the
broa
der G
oldf
ield
s G
eogr
aphi
c R
egio
n to
incl
ude
thei
r prio
rity
deve
lopm
ent p
roje
cts
and
tow
ns w
ithin
the
proj
ect’s
prio
ritie
s;
A
dvoc
ate
for
and
iden
tify
fund
ing
oppo
rtun
ities
to
impl
emen
t th
e G
oldf
ield
s pr
iorit
y
proj
ects
iden
tifie
d th
roug
h th
e D
MP
pro
ject
s.
U
RB
AN
EN
TE
RP
RIS
E
38
9 S
T G
EO
RG
ES
RD
N
OR
TH
FIT
ZR
OY
30
65
VIC
P
H (
03
) 9
48
2 3
88
8 |
FA
X (
03
) 9
48
2 3
93
3
ww
w.u
rba
ne
nte
rpri
se
.co
m.a
u
GO
LDFI
ELD
S: A
USTR
ALIA
’S P
REM
IER
HER
ITAG
E RE
GIO
N
WO
RKSH
OP
NO
TES
& F
UTU
RE D
IREC
TIO
NS:
26T
H JU
NE
2013
VICT
ORI
AN G
OLD
FIEL
DS
TOUR
ISM
EXE
CUTI
VE
JULY
201
3
Aut
hor
Tod
d D
enha
m
Rev
iew
Mik
e R
uzze
ne
© C
opyr
ight
, Urb
an E
nter
pris
e P
ty L
td, A
ugus
t 200
8.
Thi
s w
ork
is c
opyr
ight
. A
part
from
any
use
as
perm
itted
und
er C
opyr
ight
Act
196
3, n
o pa
rt
may
be
repr
oduc
ed w
ithou
t writ
ten
perm
issi
on o
f Urb
an E
nter
pris
e P
ty L
td.
Doc
umen
t Inf
orm
atio
n
File
nam
e
Gol
dfie
lds
Wor
ksho
p N
otes
201
3062
7
Last
Sav
ed
9 Ju
ly 2
013
4:52
PM
Last
Prin
ted
30 A
ugus
t 201
3 4:
48 P
M
File
Siz
e
514
kb
Dis
clai
mer
Nei
ther
Urb
an E
nter
pris
e P
ty.
Ltd.
nor
any
mem
ber
or e
mpl
oyee
of
Urb
an E
nter
pris
e P
ty.
Ltd.
tak
es
resp
onsi
bilit
y in
any
way
wha
tsoe
ver t
o an
y pe
rson
or o
rgan
isat
ion
(oth
er th
an th
at fo
r whi
ch th
is re
port
has
been
pre
pare
d) in
resp
ect o
f the
info
rmat
ion
set o
ut in
this
repo
rt, in
clud
ing
any
erro
rs o
r om
issi
ons
ther
ein.
In th
e co
urse
of o
ur p
repa
ratio
n of
this
rep
ort,
proj
ectio
ns h
ave
been
pre
pare
d on
the
basi
s of
ass
umpt
ions
and
met
hodo
logy
whi
ch h
ave
been
des
crib
ed i
n th
e re
port
. It
is p
ossi
ble
that
som
e of
the
ass
umpt
ions
unde
rlyin
g th
e pr
ojec
tions
may
cha
nge.
Nev
erth
eles
s, t
he p
rofe
ssio
nal
judg
emen
t of
the
mem
bers
and
empl
oyee
s of
Urb
an E
nter
pris
e P
ty.
Ltd.
hav
e be
en a
pplie
d in
mak
ing
thes
e as
sum
ptio
ns,
such
tha
t th
ey
cons
titut
e an
und
erst
anda
ble
basi
s fo
r es
timat
es a
nd p
roje
ctio
ns.
Bey
ond
this
, to
the
ext
ent
that
the
assu
mpt
ions
do
not m
ater
ialis
e, th
e es
timat
es a
nd p
roje
ctio
ns o
f ach
ieva
ble
resu
lts m
ay v
ary.
UR
BA
N E
NT
ER
PR
ISE
PT
Y L
TD
JUN
E 2
01
3 W
OR
KSH
OP
DET
AIL
S
FAC
ILIT
AT
OR
S
UR
BA
N E
NT
ER
PR
ISE
Mik
e R
uzze
ne, D
irect
or
Tod
d D
enha
m, S
enio
r Str
ateg
ic P
lann
er
AT
TEN
DEE
S C
hris
Med
dow
s-T
aylo
r , C
hair
VG
TE
Geo
rge
Sos
si, C
EO
Bal
lara
t Reg
iona
l Tou
rism
Kat
hryn
Mac
kenz
ie,
Exe
c M
anag
er T
ouris
m C
ity o
f G
reat
er B
endi
go -
Ben
digo
Reg
iona
l
Tou
rism
Will
Fla
mst
eed,
CE
O G
ram
pian
s R
TB
Meg
an A
llen,
Mar
ketin
g C
onsu
ltant
Bal
lara
t Reg
iona
l Tou
rism
Gle
nn H
arve
y, M
arke
ting
Man
ager
City
of G
reat
er B
endi
go -B
endi
go R
egio
nal T
ouris
m
Dav
id S
utcl
iffe,
Gen
eral
Man
ager
Tec
hnic
al S
ervi
ces
Cen
tral
Gol
dfie
lds
Shi
re C
ounc
il
John
Will
iam
son,
Reg
iona
l Man
ager
/ Ran
ger –
Par
ks V
icto
ria
Dav
id B
anne
ar, H
erita
ge V
icto
ria
Ian
Dre
her,
Man
ager
Str
ateg
y R
DV
Gra
mpi
ans
–Gra
mpi
ans
RD
A
Julie
Mar
koff,
Man
ager
Sta
keho
lder
Eng
agem
ent
RD
V L
oddo
n M
alle
e –
Lodd
on M
alle
e
RD
A
San
dra
Wils
on, R
egio
nal M
anag
er D
epar
tmen
t of T
rans
port
Mar
k H
ogan
, Adv
anci
ng C
ount
ry T
owns
Pro
ject
Man
ager
– (C
resw
ick,
Clu
nes
and
Tal
bot)
WO
RK
SHO
P G
OA
LS
1.
Iden
tify
prio
rity
tour
ism
dev
elop
men
ts t
o ad
vanc
e th
e G
oldf
ield
s: A
ustr
alia
’s
Pre
mie
r Her
itage
Reg
ion
proj
ect;
2.
Det
erm
ine
the
next
ste
ps to
war
ds im
plem
enta
tion
of th
ese
prio
ritie
s
3.
Agr
eem
ent f
rom
the
wor
ksho
p at
tend
ees
on ta
king
the
Gol
dfie
lds:
Aus
tral
ia’s
Pre
mie
r Her
itage
Reg
ion
proj
ect f
orw
ard
REG
ION
AL
DEF
INIT
ION
S
Gol
dfie
lds
Geo
grap
hic
Reg
ion
is
the
broa
der
Gol
dfie
lds
regi
on,
base
d on
th
e 13
mun
icip
aliti
es w
ith p
revi
ous
invo
lvem
ent i
n th
e P
roje
ct.
Gol
dfie
lds
Cam
paig
n R
egio
n co
mpr
ises
fiv
e m
unic
ipal
ities
the
City
of
Bal
lara
t, C
ity o
f
Gre
ater
Ben
digo
, Cen
tral
Gol
dfie
lds
Shi
re, L
oddo
n S
hire
and
Mou
nt A
lexa
nder
Shi
re.
2
GO
LD
FIE
LD
S:
AU
ST
RA
LIA
’S P
RE
MIE
R H
ER
ITA
GE
RE
GIO
N
W
OR
KS
HO
P N
OT
ES
& F
UT
UR
E D
IRE
CT
ION
S:
26
TH
JU
NE
20
13
TO
UR
ISM
DEV
ELO
PMEN
T
DES
TIN
AT
ION
MA
NA
GEM
ENT
PLA
NN
ING
B
alla
rat,
Ben
digo
and
the
Gra
mpi
ans
will
all
have
com
plet
ed D
estin
atio
n M
anag
emen
t
Pla
ns b
y th
e en
d of
201
3, w
hich
will
ide
ntify
tou
rism
dev
elop
men
t pr
iorit
ies
with
in
each
of t
heir
regi
ons;
T
he s
cope
of
thes
e th
ree
DM
Ps
will
inc
lude
all
of t
he G
oldf
ield
s C
ampa
ign
Reg
ion
Cou
ncils
;
F
ollo
win
g th
e co
mpl
etio
n of
the
se p
roje
cts,
an
over
lay
for
the
Gol
dfie
lds
Cam
paig
n
Reg
ion
will
be
prep
ared
, ide
ntify
ing
the
regi
onal
prio
ritie
s;
D
ue t
o th
is,
spec
ific
prio
ritie
s re
latin
g to
the
acc
omm
odat
ion
oppo
rtun
ities
, re
use
of
herit
age
build
ings
and
the
tow
ns th
at c
ould
ben
efit
from
str
eets
cape
impr
ovem
ents
for
prog
ress
ing
via
the
Gol
dfie
lds:
Aus
tral
ia’s
Her
itage
Reg
ion
wer
e no
t ide
ntifi
ed.
HER
ITA
GE
STR
EET
SCA
PES
T
he ro
le fo
r VG
TE
is a
dvoc
acy,
impl
emen
tatio
n is
the
role
of L
ocal
Gov
ernm
ent;
H
erita
ge s
tree
tsca
pe im
prov
emen
ts m
ay b
enef
it fr
om th
e in
trod
uctio
n of
gui
delin
es to
ensu
re a
con
sist
ent a
ppro
ach,
par
ticul
arly
out
side
of t
he m
ajor
cen
tres
in th
e re
gion
;
T
his
may
be
prog
ress
ed th
roug
h a
smal
l con
sulta
ncy
proj
ect,
revi
ewin
g ex
istin
g Lo
cal
Gov
ernm
ent s
tree
tsca
pe g
uide
lines
.
IMP
LE
ME
NT
AT
ION
V
GT
E h
ave
a ro
le i
n ad
voca
ting
the
need
for
the
se g
uide
lines
with
in t
he r
egio
n’s
Cou
ncils
.
TO
UR
ING
RO
UT
ES
T
ourin
g ro
utes
thr
ough
the
reg
ion
need
to
refle
ct v
isito
r pr
efer
ence
s an
d co
nnec
t
tour
ism
pro
duct
s;
T
he G
oldf
ield
s T
ourin
g R
oute
was
not
use
d an
d di
d no
t ha
ve s
uppo
rtin
g co
llate
ral.
It
is n
o lo
nger
ope
ratio
nal;
Fu
ture
tra
cks
and
trai
ls w
ill b
e th
emed
, pr
ovid
ing
visi
tors
with
tou
ring
oppo
rtuni
ties
that
refle
ct th
eir i
nter
ests
;
A
long
with
the
exis
ting
trac
ks a
nd tr
ails
in th
e re
gion
, the
Cro
ssin
g B
orde
rs p
roje
ct w
ill
prov
ide
oppo
rtun
ities
for c
ycle
tour
ism
in th
e re
gion
;
D
ue t
o th
is,
the
iden
tific
atio
n of
tou
ring
rout
es i
s de
pend
ent
on t
he o
utco
mes
of
the
prod
uct
audi
ting
that
will
inf
orm
the
Des
tinat
ion
Man
agem
ent
Pla
ns,
as w
ell
as t
he
deve
lopm
ent o
ppor
tuni
ties
iden
tifie
d in
thes
e pl
ans.
IMP
LE
ME
NT
AT
ION
C
ompl
ete
Des
tinat
ion
Man
agem
ent P
lans
and
Gol
dfie
lds
Reg
ion
over
lay
V
GT
E t
o in
itiat
e co
nsul
tatio
ns a
nd s
eek
cros
s -r
egio
nal
agre
emen
t to
im
plem
entin
g
prio
ritie
s co
nsis
tent
with
thes
e pl
ans
V
GTE
to
wor
k w
ith D
epar
tmen
t of
Tra
nspo
rt t
o ex
plor
e im
prov
ed t
rans
port
sol
utio
ns
alig
ned
to to
uris
m d
evel
opm
ent n
eeds
.
UR
BA
N E
NT
ER
PR
ISE
PT
Y L
TD
JUN
E 2
01
3 T
HE
GO
LDFI
ELD
S T
RA
CK
T
he tr
ack
is c
urre
ntly
attr
actin
g ap
prox
imat
ely
100,
000
peop
le p
er y
ear.
T
here
ar
e is
sues
rel
ated
to
the
land
ow
ners
hip,
whi
ch c
reat
es i
ssue
s su
ch a
s
inco
nsis
tent
sig
nage
.
T
he T
rack
als
o pa
sses
thr
ough
fou
r di
ffere
nt C
ounc
il ar
eas,
Bal
lara
t, H
epbu
rn,
Mt.
Ale
xand
er a
nd B
endi
go.
It al
so e
nter
s a
diffe
rent
Tou
rism
Vic
toria
cam
paig
n re
gion
,
Spa
Cou
ntry
;
T
he c
omm
ittee
res
pons
ible
for
the
Gol
dfie
lds
Tra
ck is
eng
aged
with
issu
es r
elat
ing
to
the
infr
astr
uctu
re,
rath
er t
han
the
prom
otio
n, a
dvoc
acy
or d
evel
opin
g th
e br
oade
r
tour
ism
exp
erie
nce.
T
he a
spira
tion
for
the
Gol
dfie
lds
Tra
ck is
that
it is
incl
uded
on
the
list o
f ic
onic
trac
ks
and
trai
ls in
Vic
toria
.
T
he G
oldf
ield
s T
rack
com
mitt
ee a
re t
o br
ief
VG
TE
on
the
curr
ent
stat
e of
the
tra
ck
and
its d
evel
opm
ent.
V
GT
E a
re t
o le
ad t
he m
arke
ting,
adv
ocac
y an
d co
-ord
inat
ion
of t
he d
evel
opm
ent
of
the
Gol
dfie
lds
Tra
ck to
ens
ure
that
it re
alis
es it
s po
tent
ial a
s a
tour
ism
attr
actio
n.
IMP
LE
ME
NT
AT
ION
T
he G
oldf
ield
s T
rack
com
mitt
ee a
re t
o br
ief
VG
TE
, on
the
iss
ues
and
oppo
rtun
ities
asso
ciat
ed w
ith th
e tr
ack;
V
GT
E a
re t
o ta
ke r
espo
nsib
ility
for
mar
ketin
g, a
dvoc
atin
g fo
r an
d pr
omot
ing
the
oppo
rtun
ities
ass
ocia
ted
with
the
Gol
dfie
lds
Tra
ck.
CA
STLE
MA
INE
DIG
GIN
GS
T
he C
astle
mai
ne D
iggi
ngs
wou
ld m
eet
the
crite
ria f
or W
orld
Her
itage
list
ing,
but
the
proc
ess
has
not p
rogr
esse
d th
roug
h th
e F
eder
al G
over
nmen
t app
licat
ion
proc
ess;
T
he
Dig
ging
s co
ver
an
exte
nsiv
e re
gion
be
twee
n D
ayle
sfor
d an
d C
astle
mai
ne,
prov
idin
g a
gold
rela
ted
attr
actio
n be
twee
n B
alla
rat a
nd B
endi
go;
T
here
hav
e be
en a
num
ber
of s
tudi
es u
nder
take
n on
the
Cas
tlem
aine
Dig
ging
s, b
ut
not
nece
ssar
ily f
ocus
sed
on d
evel
opin
g th
e to
uris
m e
xper
ienc
e. T
here
is
a ne
ed t
o
unde
rtak
e a
tour
ism
foc
usse
d m
aste
rpla
n fo
r th
e C
astle
mai
ne D
iggi
ngs,
to
iden
tify
infr
astr
uctu
re re
quire
men
ts a
nd a
ssoc
iate
d de
velo
pmen
t opp
ortu
nitie
s;
T
he C
astle
mai
ne D
iggi
ngs
will
be
incl
uded
with
in t
he s
cope
of
the
Ben
digo
DM
P,
whi
ch in
form
thei
r fur
ther
dev
elop
men
t as
a to
uris
m p
rodu
ct.
IMP
LE
ME
NT
AT
ION
U
nder
take
Ben
digo
DM
P
V
GT
E t
o un
dert
ake
ongo
ing
advo
cacy
with
Gov
ernm
ents
for
Wor
ld H
erita
ge L
istin
g
and
prom
otio
n of
the
impo
rtan
ce o
f the
site
.
GO
LDFI
ELD
S EV
ENT
S
It
was
see
n as
ben
efic
ial t
o ha
ve a
co-
ordi
nate
d ap
proa
ch to
eve
nts
in th
e G
oldf
ield
s
Cam
paig
n R
egio
n;
O
ne k
ey o
ppor
tuni
ty w
ould
be
to in
tegr
ate
and
alig
n a
rang
e of
her
itage
eve
nts
and
activ
ities
acr
oss
the
Gol
dfie
lds
Cam
paig
n R
egio
n in
to o
ne e
xten
ded
annu
al fe
stiv
al
T
here
cou
ld a
lso
be c
onsi
dera
tion
give
n to
the
use
of
herit
age
build
ings
as
even
t
spac
es, a
s do
ne in
Clu
nes
durin
g B
ook
Wee
k.
IMP
LE
ME
NT
AT
ION
T
he c
oord
inat
ion
of e
vent
s in
the
Gol
dfie
lds
Cam
paig
n R
egio
n w
ill b
e un
dert
aken
by
the
VG
TE
with
a fo
cus
on h
ighe
r va
lue
even
ts a
nd b
ette
r pr
oduc
t and
offe
ring
lead
ing
to in
crea
sed
yiel
d an
d di
sper
sal;
V
GT
E to
take
lead
ersh
ip o
n de
velo
ping
an
exte
nded
ann
ual h
erita
ge fe
stiv
al.
4
GO
LD
FIE
LD
S:
AU
ST
RA
LIA
’S P
RE
MIE
R H
ER
ITA
GE
RE
GIO
N
W
OR
KS
HO
P N
OT
ES
& F
UT
UR
E D
IRE
CT
ION
S:
26
TH
JU
NE
20
13
SUST
AIN
AB
LE R
E-U
SE O
F H
ERIT
AG
E B
UIL
DIN
GS
M
any
key
herit
age
build
ings
, bo
th p
ublic
ly a
nd p
rivat
ely
owne
d re
quire
mai
nten
ance
and
repa
ir, a
nd t
heir
poor
pre
sent
atio
n de
trac
ts f
rom
the
qua
lity
and
ambi
ence
of
the
Gol
dfie
lds
Geo
grap
hic
Reg
ion
expe
rienc
e;
O
ppor
tuni
ties
to r
edre
ss th
is s
ituat
ion
incl
ude
low
inte
rest
loan
s, a
dvic
e fr
om h
erita
ge
staf
f in
mun
icip
aliti
es o
n re
stor
atio
ns a
nd t
he i
dent
ifica
tion
of a
ppro
pria
te u
ses
for
rest
ored
bui
ldin
gs e
spec
ially
to c
reat
e ad
ded
tour
ism
pro
duct
;
O
ppor
tuni
ties
for
reus
e of
her
itage
bui
ldin
gs, p
artic
ular
ly r
elat
ed to
tow
ns th
at m
ay b
e
deve
lope
d in
to to
uris
m d
estin
atio
ns, w
ill b
e id
entif
ied
thro
ugh
the
DM
P p
roce
ss.
IMP
LE
ME
NT
AT
ION
T
he V
GT
E s
uppo
rt a
nd a
dvoc
ate
for
bette
r in
vest
men
t, ad
vice
and
sup
port
to
enab
le
the
sust
aina
ble
re-u
se o
f her
itage
bui
ldin
gs to
sup
port
tour
ism
pro
duct
and
offe
rings
.
UR
BA
N E
NT
ER
PR
ISE
PT
Y L
TD
JUN
E 2
01
3 PR
OJE
CT
FU
TU
RE
PRO
JEC
T S
CO
PE A
ND
OU
TC
OM
ES
A
s m
uch
of t
he d
iscu
ssio
n re
late
d to
the
out
com
es o
f th
e B
alla
rat,
Ben
digo
and
the
wes
tern
par
t of
the
Gra
mpi
ans
Des
tinat
ion
Man
agem
ent
Pla
ns,
the
impl
icat
ions
for
prio
rity
proj
ects
fro
m o
ther
Cou
ncils
who
hav
e co
mm
itted
to
the
proj
ect
need
s to
be
cons
ider
ed;
T
he p
roje
ct’s
focu
s on
her
itage
tour
ism
sho
uld
be b
road
ened
to c
onsi
der a
ll as
pect
s of
tour
ism
and
tour
ism
dev
elop
men
t in
the
regi
on, w
ith th
e he
ritag
e pr
ovid
ing
a ba
ckdr
op
to c
onte
mpo
rary
exp
erie
nces
;
T
he p
roje
ct w
ill n
ot re
sult
in th
e m
arke
ting
and
prom
otio
n of
the
Gol
dfie
lds
Geo
grap
hic
Reg
ion
as a
tou
rism
des
tinat
ion,
but
will
inf
orm
the
bra
ndin
g an
d pr
omot
ion
of t
he
gold
field
s to
wns
with
in th
eir e
xist
ing
tour
ism
cam
paig
n re
gion
s;
AC
TIO
NS
Bas
ed o
n ou
tcom
es o
f the
wor
ksho
p, it
is re
com
men
ded
that
VG
TE
:
C
omm
unic
ate
the
outc
omes
of t
he w
orks
hop
to o
ther
regi
onal
sta
keho
lder
s;
R
edef
ine
the
Gol
dfie
lds:
Aus
tral
ia’s
Pre
mie
r H
erita
ge R
egio
n sc
ope
and
outc
omes
to
refle
ct th
e ou
tcom
es o
f the
wor
ksho
p, in
clud
ing:
P
rovi
de a
cle
ar in
dica
tion
of th
e ge
ogra
phic
al a
rea
incl
uded
in th
e pr
ojec
t;
R
esta
te t
he g
oals
and
obj
ectiv
es t
o re
flect
the
mov
e to
war
ds a
bro
ader
tou
rism
deve
lopm
ent p
roje
ct, w
ithin
a h
erita
ge c
onte
xt;
R
einf
orce
tha
t th
e de
velo
pmen
t op
port
uniti
es w
ill a
rise
from
the
dev
elop
men
t of
Des
tinat
ion
Man
agem
ent P
lans
acr
oss
the
regi
on; a
nd,
T
hat
the
proj
ect’s
im
plem
enta
tion
will
no
t re
sult
in
a G
oldf
ield
s to
uris
m
dest
inat
ion
base
d on
the
her
itage
pro
duct
, it
will
be
the
deve
lopm
ent
of t
he
Gol
dfie
lds
tow
ns a
nd e
xper
ienc
e w
ithin
the
reg
iona
l to
uris
m s
truc
ture
s in
pla
ce
acro
ss th
e re
gion
.
T
ake
a le
ader
ship
role
in th
e de
velo
pmen
t and
pro
mot
ion
of th
e G
oldf
ield
s T
rack
;
C
oord
inat
e th
e ex
istin
g ca
lend
ar o
f eve
nts
with
in th
e G
oldf
ield
s C
ampa
ign
Reg
ion;
P
rovi
de
advo
cacy
an
d co
ordi
natio
n fo
r cr
oss-
regi
onal
to
uris
m
deve
lopm
ent
oppo
rtun
ities
;
P
rovi
de in
put
into
the
pre
para
tion
of t
he t
hree
Des
tinat
ion
Man
agem
ent
Pla
ns b
eing
unde
rtak
en in
the
regi
on.
W
ork
with
Reg
iona
l To
uris
m B
oard
s in
the
bro
ader
Gol
dfie
lds
geog
raph
ic r
egio
n on
stra
tegi
es to
sec
ure
bette
r inv
estm
ent a
nd s
uppo
rt fo
r gol
d to
wns
and
loca
tions
.
In
vest
igat
e op
port
uniti
es f
or b
rand
ing
of g
oldf
ield
s he
ritag
e w
ithin
the
bro
ader
reg
ion
that
w
orks
w
ithin
th
e re
spec
tive
Reg
iona
l T
ouris
m
Boa
rd's
ow
n br
andi
ng
and
mar
ketin
g st
rate
gies
.
For
201
4:
U
nder
take
an
over
arch
ing
Gol
dfie
lds
DM
P p
roje
ct,
to id
entif
y re
gion
al p
riorit
ies
from
the
thre
e D
MP
s to
be
prep
ared
dur
ing
2013
;
P
rovi
de o
ppor
tuni
ties
for
part
s of
the
broa
der G
oldf
ield
s G
eogr
aphi
c R
egio
n to
incl
ude
thei
r prio
rity
deve
lopm
ent p
roje
cts
and
tow
ns w
ithin
the
proj
ect’s
prio
ritie
s;
A
dvoc
ate
for
and
iden
tify
fund
ing
oppo
rtun
ities
to
impl
emen
t th
e G
oldf
ield
s pr
iorit
y
proj
ects
iden
tifie
d th
roug
h th
e D
MP
pro
ject
s.
August 29, 2013
Environmental and Natural Resources Committee
Inquiry into Heritage Tourism and Ecotourism in Victoria
The Central Highlands Mayors and CEOs Forum would like to provide a letter of support to the Victorian Goldfields Tourism Executive’s submission to the Inquiry into Heritage Tourism and Ecotourism in Victoria.
We welcome Victoria Goldfields Tourism Executive’s (VGTE) initiative in facilitating a regional approach to tourism planning that capitalises on the benefits of connecting tourism opportunities within the region.
Central Highlands Mayors and CEOs Forum (Forum) consists of Mayors and CEOs from the municipalities of: Ararat Rural City Council, Ballarat City Council, Central Goldfields Shire Council, Golden Plains Shire Council, Hepburn Shire Council, Moorabool Shire Council, Northern Grampians Shire Council and Pyrenees Shire Council.
The Forum retains primary responsibility for strategic oversight of the emerging issues and priorities of the region including the ongoing monitoring and implementation of the Central Highlands Regional Strategic Plan (RSP).
The estimated population for the Central Highlands Region in 2011 was about 169,000 people (Victoria in the Future, 2012). We understand the critical role tourism plays in our region’s future in both facilitating and supporting growth and more importantly the role it plays in strengthening our economy, supporting our small businesses and creating much-needed jobs.
The issues highlighted and the recommendations identified by VGTE in its submission are strongly aligned with the RSP. The RSP identifies eight key strategic directions including: “To raise the regional profile as a tourist and heritage destination.”
The tourism ‘directions’ indentified in the RSP for the future include:
• Recognise the economic benefits of tourism and promote opportunities across the region • Support Ballarat, The Grampians, The Pyrenees and Daylesford/Hepburn as Central Highlands’ iconic tourism
precincts • Encourage tourism development that protects and enhances the region’s heritage and environmental assets
and values • Support tourism opportunities associated with the recognition, protection and development of goldfields
assets as part of the ‘Goldfields – Australia’s Premier Heritage Region Project’ • Support infrastructure investment where it will maximise the benefits of tourism
Therefore the Forum supports any initiatives that assist in the development of Victoria goldfields as a world-class heritage tourism attraction understanding that it will create added visitation, economic development and liveability.
Cr Pat Toohey Chair Central Highlands Mayors and CEOs Forum