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Goulburn River Valley Destination Management Plan GOULBURN RIVER VALLEY TOURISM Investment Prospectus

Goulburn River Valley Tourism - Investment Prospectus (2014)

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Over 120 destination development opportunities have been identified in the Destination Management Plan, twelve of which are Priority Projects - each have the capacity to act as catalyst game changers for the region. The Investment Prospectus details each of these twelve Priority Projects.

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Page 1: Goulburn River Valley Tourism - Investment Prospectus (2014)

Goulburn River Valley Destination Management PlanGOULBURN RIVER VALLEY TOURISM Investment Prospectus

Page 2: Goulburn River Valley Tourism - Investment Prospectus (2014)

© Copyright, Goulburn River Valley Tourism, June 2014.

This work is copyright. Apart from any use as permitted under Copyright Act 1963, no part may be reproduced without written permission of Goulburn River Valley Tourism.

In compiling this document every effort has been made by Goulburn River Valley Tourism to ensure the opportunities presented are reflective of the most up to date information available. This document is intended to provide general information on the opportunities available, and Goulburn River Valley Tourism accepts no responsibility for this information being the basis of making financial and business decisions.

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.

Goulburn River Valley Investment Prospectus 20141.

The development of this Prospectus was made possible by the support of Regional Development Victoria.

Page 3: Goulburn River Valley Tourism - Investment Prospectus (2014)

MESSAGE FROM THE CHAIR,GOULBURN RIVER VALLEY TOURISM

Welcome to the Goulburn River Valley region,

Tourism contributes $98 billion to the national economy and is a major employer throughout regional Australia.

Goulburn River Valley Tourism is proud to present this Destination Management Plan Investment Prospectus which identifies and ranks product development initiatives based on rigorous research and extensive industry consultation.

These new product initiatives reflect opportunities for growth and investment in established markets of regional food, wine, heritage, equine, nature, family activities and lifestyle across the region that incorporate The Heart of Victoria.

Annual strong growth of tourism visitation, rigorous research of new product initiatives across a unique natural environment and historic towns provide a sound basis for future development.

I ask you to consider the potential investment opportunities on offer throughout the Goulburn River Valley region - The Heart of Victoria.

Hon. Fran Bailey

Chair

Goulburn River Valley Tourism

Goulburn River Valley Investment Prospectus 20142.

Page 4: Goulburn River Valley Tourism - Investment Prospectus (2014)

GOULBURN RIVER VALLEY REGION1.

OVERVIEW OF THE REGION AND DESTINATIONS

Goulburn River Valley Investment Prospectus 2014

The Goulburn River Valley (GRV) region consists of four municipalities: the City of Greater Shepparton, Murrindindi Shire, Mitchell Shire and Strathbogie Shire. Within these municipalities, eight distinct sub regions have been identified: Alexandra/Marysville/Eildon, Yea & Surrounds, Kinglake Ranges, Kilmore/Broadford, Seymour & Surrounds, Nagambie & Surrounds, Euroa & Strathbogie Ranges and Shepparton & Surrounds.

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 a ‘Food Bowl of Australia’. GRV includes three distinct wine regions including Nagambie, Strathbogie Ranges and the Upper Goulburn and has a diverse farm gate and food offer ranging from berries in the Kinglake Ranges, trout and salmon in the Alexandra/Marysville/Eildon sub region and the large irrigated orchards of the Goulburn Valley.

Adventure and nature based recreational experiences are also crucial to the tourism offer of the region, including water based recreation at Lake Eildon and Nagambie, as well as iconic walks and waterfalls in Marysville. Canoeing on the Goulburn River, bush walking, hiking, 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, indigenous heritage and heritage architecture are also key product experiences that define the region.

The region boasts a strong events calandar, drawing in large numbers of visitors to the region’s business, sporting and recreation and special interest events.

The equine industry is a strength of the region, including the renowned thoroughbred industry, racecourses and the recreational horse sector including equestrian. This sector draws visitors to equine events and also presents opportunity to grow equine related tourism.

3.

Page 5: Goulburn River Valley Tourism - Investment Prospectus (2014)

MARKETS FOR GOULBURN RIVER VALLEY PROJECTS2.

THRIVING TOURISM INDUSTRY

Goulburn River Valley Investment Prospectus 2014

PAVE, Urban Enterprise, 2012

“GOULBURN RIVER VALLEY REGION ATTRACTS OVER 3.2 MILLION VISITORS PER ANNUM”

“TOURISM IN GOULBURN RIVER VALLEY REGION HAS AN ECONOMIC IMPACT (DIRECT & INDIRECT) OF $572 MILLION TO THE REGIONAL ECONOMY AND SUPPORTS MORE THAN 3,900 JOBS”

4.

NUMBER OF VISITORS TO GRV SUB REGIONS (2012)

PAVE, Urban Enterprise, 2012

GRV Destination Management Plan, Background Paper, Urban Enterpise, 2014

1,179,795

818,606

314,477

264,880

244,617

191,911

181,146

86,785

Shepparton & Surrounds

Alexandra / Marysville / Eildon

Kilmore / Broadford

Nagambie

Seymour and Surrounds

Yea and Surrounds

Euroa and Strathbogie Ranges

Kinglake Ranges

Page 6: Goulburn River Valley Tourism - Investment Prospectus (2014)

Goulburn River Valley Investment Prospectus 2014

“THE GOULBURN RIVER VALLEY REGION IS HOME TO OVER 288,000 RESIDENTS AND WELCOMES NEW RESIDENTS, INVESTORS AND TOURISM BUSINESSES”

5.

A LIFESTYLE DESTINATION

A large part of Goulburn River Valley’s population growth is driven by the excellent lifestyle attributes of the region. The region has excellent access to Melbourne via a high quality freeway, road and public transport network.

The region has a strong sport and recreation culture, picturesque towns and villages and high quality community, health and recreation facilities.

The region is an attractive place to invest, work and live, be it in the large vibrant regional centres of Shepparton and Seymour or the serene townships and villages throughout the region.

New tourism investors and operators to the Goulburn River Valley region will be supported by the peak tourism body Goulburn River Valley Tourism and a warm, friendly and open community.

Page 7: Goulburn River Valley Tourism - Investment Prospectus (2014)

KEY MARKET SEGMENTS

The Family market is the largest domestic segment in the Goulburn River Valley region and comprises approximately 33% of overnight visitation.

Families typically enjoy eating out, visiting friends and relatives, going shopping, being active and sightseeing.

They stay in caravan parks, self contained, motels, or stay in a friend and/or relatives property.

Families are drawn to areas with significant nature based tourism and active recreation activities.

‘The Experience Seeker / Self Drive International’ market are more likely to visit regional areas, stay longer in the region and have a higher than average yield. They value personal interaction with natural and cultural values and require a high quality visitor experience.

‘The international self-drive’ market comprises an average of 52% of international visitors to the region over the past ten years.

‘Experience Seekers’ place importance on nature based and adventure tourism, as well as arts and culture, history and heritage and food and wine.

The ‘Socially Aware’ are categorised as people aged between 30 and 49 years of age; also with a household income over $150,000.

The Socially Aware market makes up 16% of the total visitation.

‘Socially Aware’ place importance on destinations where you can be active, and can experience rich cultural and heritage sites and buildings.

The ‘Socially Aware’ also enjoy experiencing local produce and nature based tourism.

FAMILIES EXPERIENCE SEEKER / SELF-DRIVE INTERNATIONAL

SOCIALLY AWAREOLDER COUPLES

The Older Couples market is approximately 27% of the total market within the Goulburn River Valley region.

‘Older Travellers’ typically enjoy general sightseeing and bushwalking, as well as visiting museums, galleries and historical sites and heritage buildings.

Older couples visit mid week and often during off peak season. They have a greater propensity to stay in hotels and motels, commercial caravan or camping grounds, guest house or B&B.

MARKET PREFERENCES 3.

Goulburn River Valley Investment Prospectus 2014

“GOULBURN RIVER VALLEY REGION PROVIDES PRODUCT AND EXPERIENCES MATCHED TO FAMILIES, OLDER COUPLES, EXPERIENCE SEEKERS AND HIGHER YIELDING SOCIALLY AWARE SEGMENTS”

6.

Page 8: Goulburn River Valley Tourism - Investment Prospectus (2014)

GOULBURN RIVER VALLEY TOURISM STRATEGIC DEVELOPMENT THEMES

Goulburn River Valley Tourism’s Destination Management Plan sets out ten strategic development themes which provide a framework for tourism development in the region. Goulburn River Valley supports initiatives which fit within the following strategic themes for the region:

• Theme 1: Delivering strategic development opportunities & catalyst projects;

• Theme 2: Accessing and utilising the regions’ 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 GOULBURN RIVER VALLEY 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”

Goulburn River Valley Investment Prospectus 20147.

OVERVIEW OF INVESTMENT OPPORTUNITIES

In addition to the twelve priority projects listed on the following pages there are over 100 other investment opportunities, market-ready across the Goulburn River Valley region. Broadly they fit into nine categories below. For more information on these additional investment opportunities please contact Goulburn River Valley Tourism for a copy of the region’s Destination Management Plan.

• Small scale self-contained accommodation facilities. Good quality self contained accommodation in GRV’s boutique villages: Strathbogie, Avenel, Murchison, Ruffy, Dookie, Yarck, Yea, Tallarook, Kinglake and Euroa.

• Large accommodation. Large accommodation facilities in Seymour, Shepparton and Nagambie with conferencing facilities.

• Nature based accommodation. Eco Lodge and nature based accommodation at Lake Mountain, Kinglake Ranges, Nagambie and Shepparton.

• On farm accommodation. Rural escape self-contained accommodation and B&Bs on farms and at wineries.

• Group accommodation. Group accommodation in Shepparton, Yea and Kinglake Ranges.

• Farm gate. Farm gate retail opportunities, capitalising on the regions produce strengths throughout the GRV region.

• Food and dining. Quality food and dining across Goulburn River Valley’s towns and villages such as providores, cafés and restaurants focusing on local produce and wine and reutilising heritage buildings.

• Tours and activities. Tours and activities businesses based in Tallarook, Marysville, Alexandra, Eildon, Yea, Kinglake Ranges, Yarck, Shepparton and Nagambie, leveraging from the region’s nature assets including waterways, national and state forests and Great Victorian Rail Trail.

• Spa and wellness. Spa, indulgence, and wellness facilities in the Kinglake Ranges and Marysville.

INVESTMENT OPPORTUNITIES 4.

Page 9: Goulburn River Valley Tourism - Investment Prospectus (2014)

PRIORITY PROJECTS 5.

Goulburn River Valley Investment Prospectus 20148.

“TWELVE PRIORITY PROJECTS ARE IDENTIFIED IN THE GRV, THESE ARE CONSIDERED CATALYST TOURISM INVESTMENT OPPORTUNTIES FOR THE REGION”

Page 10: Goulburn River Valley Tourism - Investment Prospectus (2014)

STAND ALONE SAM (SHEPPARTON ART MUSEUM)

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 within which to display collections;

• A major new cultural space within to better showcase aboriginal art and culture;

• 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;

• A platform to showcase further local/regional collections from indigenous organisations, such as Gallery Kaiela and the Bangarang Centre in Shepparton; and

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

PROJECT OVERVIEW

• 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.

RATIONALE

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 Carrillo 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.

Goulburn River Valley Investment Prospectus 2014

SHORT TERM CONSTRUCTION PHASEESTIMATED PROJECT COST: $40 MILLIONTOTAL ECONOMIC IMPACT: $57 MILLIONTOTAL JOBS: 149

9.

LONG TERM OPERATIONAL PHASETOTAL ECONOMIC IMPACT: $13 MILLION P.A.TOTAL JOBS: 104 P.A.

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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 and commercial/retail opportunities;

• Visitor accommodation;

• Formal and informal public open space provision;

• Improved parking and access;

• River access for water based activities such as boating and canoeing; and

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

PROJECT OVERVIEW

RATIONALE

• 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, bothas a stopover and overnight destination; and

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

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

2. Undertake land acquisitions and ensure cultural heritage and environmental concerns are addressed in relation to the levee.

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

4. Undertake a ‘Seymour Riverside Precinct Masterplan’ to identify riverside development opportunities and set development parameters for the precinct. 5. 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.

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

Goulburn River Valley Investment Prospectus 201410.

SHORT TERM CONSTRUCTION PHASEESTIMATED PROJECT COST: $15 MILLIONTOTAL ECONOMIC IMPACT: $21 MILLIONTOTAL JOBS: 56

LONG TERM OPERATIONAL PHASETOTAL ECONOMIC IMPACT: $7 MILLION P.A.TOTAL JOBS: 54

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Page 12: Goulburn River Valley Tourism - Investment Prospectus (2014)

MARYSVILLE SPA & 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 region has a wealth of natural assets that provide a major draw for visitors. 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 natural setting, preferably with vistas of the surrounding forests and landscapes;

• Offer a health and wellness product, focused 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;

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

• Provide on-site food/dining and commercial opportunities.

PROJECT OVERVIEW

RATIONALE

• Introduce 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;

• Align with the nature based product of the area and building a critical mass of product at the destination;

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

• Attract 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.

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

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

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

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

5. 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.

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

Goulburn River Valley Investment Prospectus 201411.

SHORT TERM CONSTRUCTION PHASEESTIMATED PROJECT COST: $5 MILLIONTOTAL ECONOMIC IMPACT: $7 MILLIONTOTAL JOBS: 19

LONG TERM OPERATIONAL PHASETOTAL ECONOMIC IMPACT: $5 MILLION P.A.TOTAL JOBS: 40

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Page 13: Goulburn River Valley Tourism - Investment Prospectus (2014)

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; and

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

PROJECT OVERVIEW

RATIONALE

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

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

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

• Increase rail trail visitation to Seymour and Eildon and potentially providing the catalyst for new investment and opportunities;

• Link 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.

1. 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.

2. 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.

3. Identify funding partners and potential funding streams. Key sources of funding would include Local, State and Federal Government grant funding.

4. 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.

12. Goulburn River Valley Investment Prospectus 2014

SHORT TERM CONSTRUCTION PHASEESTIMATED PROJECT COST: $8 MILLIONTOTAL ECONOMIC IMPACT: $11 MILLION TOTAL JOBS: 30

LONG TERM OPERATIONAL PHASETOTAL ECONOMIC IMPACT: $3 MILLION P.A.TOTAL JOBS: 25

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Page 14: Goulburn River Valley Tourism - Investment Prospectus (2014)

LAKE EILDON WATERFRONTDEVELOPMENT OPPORTUNITIES

Previously, a proposal was made 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 and Lake Eildon Marina. Commercial opportunities in these locations could include accommodation, retail and waterfront dining.

PROJECT OVERVIEW

RATIONALE

• 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;

• Attract new investment to Eildon and the sub-region; and

• Better utilise the prime Eildon waterfront.

1. 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.

2. Identify other potential development sites on the waterfront.

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

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

5. Prepare a masterplan to understand development opportunities and infrastructure requirements.

6. 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.

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

8. Support the development processes and the project implementation.

13. Goulburn River Valley Investment Prospectus 2014

SHORT TERM CONSTRUCTION PHASEESTIMATED PROJECT COST: $100 MILLIONTOTAL ECONOMIC IMPACT: $143 MILLIONTOTAL JOBS: 372

LONG TERM OPERATIONAL PHASETOTAL ECONOMIC IMPACT: $12 MILLION P.A.TOTAL JOBS: 101

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Page 15: Goulburn River Valley Tourism - Investment Prospectus (2014)

RAIL CAPACITY & FREQUENCY

CAPACITY, FREQUENCY AND SPEED OF SERVICES

The capacity and frequency of rail service in the north of the GRV region is a significant issue, both for local and tourist travel. A lack of capacity and frequency of services to Euroa, Nagambie and Shepparton is a critical issue in servicing day visitors, visitors without access to a car and particularly in servicing 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.

TOURIST RAIL

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

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

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

PROJECT OVERVIEW

RATIONALE

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

• Align with strategic policy and community / stakeholder views;

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

• Improve perceptions of the region and attracting new investment; and

• Support the delivery of major new 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, food and wine and equine. This could provide a unique visitor experience and opportunities to link into existing or deliver new touring routes, trails and experience packages.

1. 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.

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

Goulburn River Valley Investment Prospectus 201414.AC

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Page 16: Goulburn River Valley Tourism - Investment Prospectus (2014)

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.

PROJECT OVERVIEW

RATIONALE

• 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.

1. Take forward the findings of the Mitchell Shire Council/Motorcycle Victoria Business Development Study.

2. Support the land acquisition and planning changes necessary to expand/redevelop the track and unlock commercial development opportunities.

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

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

Goulburn River Valley Investment Prospectus 201415.

SHORT TERM CONSTRUCTION PHASEESTIMATED PROJECT COST: $3 MILLIONTOTAL ECONOMIC IMPACT: $4 MILLIONTOTAL JOBS: 11

LONG TERM OPERATIONAL PHASETOTAL ECONOMIC IMPACT: $7 MILLION P.A.TOTAL JOBS: 54

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Page 17: Goulburn River Valley Tourism - Investment Prospectus (2014)

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.

PROJECT OVERVIEW

RATIONALE

• 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.

1. Engage with existing winery operations to understand development plans and aspirations.

2. 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.

3. Support approval and development processes and project delivery.

Goulburn River Valley Investment Prospectus 201416.

SHORT TERM CONSTRUCTION PHASEESTIMATED PROJECT COST: $20 MILLIONTOTAL ECONOMIC IMPACT: $29 MILLIONTOTAL JOBS: 74

LONG TERM OPERATIONAL PHASETOTAL ECONOMIC IMPACT: $5 MILLION P.A.TOTAL JOBS: 43

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Page 18: Goulburn River Valley Tourism - Investment Prospectus (2014)

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.

PROJECT OVERVIEW

RATIONALE

• 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.

1. Undertake an issues and opportunities study to fully understand the environmental, physical and infrastructure considerations in various locations along the river.

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

3. Undertake a feasibility study and concept masterplan to set out the infrastructure and design considerations.

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

5. Support development processes and the project delivery.

Goulburn River Valley Investment Prospectus 201417.

SHORT TERM CONSTRUCTION PHASEESTIMATED PROJECT COST: $5MILLIONTOTAL ECONOMIC IMPACT: $7 MILLIONTOTAL JOBS: 19

LONG TERM OPERATIONAL PHASETOTAL ECONOMIC IMPACT: $5 MILLION P.A.TOTAL JOBS: 43

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Page 19: Goulburn River Valley Tourism - Investment Prospectus (2014)

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.

PROJECT OVERVIEW

RATIONALE

• 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.

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

2. Secure/acquire a site for the development.

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

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

5. Support development processes and the project delivery.

Goulburn River Valley Investment Prospectus 201418.

SHORT TERM CONSTRUCTION PHASEESTIMATED PROJECT COST: $15 MILLIONTOTAL ECONOMIC IMPACT: $21 MILLIONTOTAL JOBS: 56

LONG TERM OPERATIONAL PHASETOTAL ECONOMIC IMPACT: $4 MILLION P.A.TOTAL JOBS: 37

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Page 20: Goulburn River Valley Tourism - Investment Prospectus (2014)

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 1.5 km 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).

Providing renewed support and revisiting the feasibility of the project would provide momentum and traction to understand the issues and actions required to get the project off the ground. 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).

PROJECT OVERVIEW

RATIONALE

• 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.

1. 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.

2. 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.

3. Identify a welcome centre/hub. Consider the appropriateness and availability of the Toolangi Discovery Centre.

4. Identify funding partners and potential funding streams to assist development proposals.

5. Support the development processes and the project delivery.

Goulburn River Valley Investment Prospectus 201419.

SHORT TERM CONSTRUCTION PHASEESTIMATED PROJECT COST: $2 MILLIONTOTAL ECONOMIC IMPACT: $3 MILLIONTOTAL JOBS: 7

LONG TERM OPERATIONAL PHASETOTAL ECONOMIC IMPACT: $4 MILLION P.A.TOTAL JOBS: 33

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Page 21: Goulburn River Valley Tourism - Investment Prospectus (2014)

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 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;

• A sculpture tour throughout the parkland;

• Improved toilet stopover facilities; and

• An RV dump point.

PROJECT OVERVIEW

RATIONALE

• 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 assets; 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; and

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

1. 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;

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

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

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

EUROA SEVEN CREEKS PRECINCT

Goulburn River Valley Investment Prospectus 201420.

SHORT TERM CONSTRUCTION PHASEESTIMATED PROJECT COST: $5 MILLIONTOTAL ECONOMIC IMPACT: $7 MILLIONTOTAL JOBS: 19

LONG TERM OPERATIONAL PHASETOTAL ECONOMIC IMPACT: $3 MILLION P.A.TOTAL JOBS: 23

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Page 22: Goulburn River Valley Tourism - Investment Prospectus (2014)

CONTACT US

For further information on the projects identified or to discuss investment opportunities in The Goulburn River Valley region, please contact:

Executive Officer Goulburn River Valley Tourism

Email: [email protected]

www.goulburnrivervalley.com.au

Goulburn River Valley Investment Prospectus 201421.

Page 23: Goulburn River Valley Tourism - Investment Prospectus (2014)