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2 | 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    

 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.    

3 | 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    

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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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.

 

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

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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