Ararat Visitor Economy Strategy 2018-2021 - Prepared for Ararat Rural City Council - Ararat Rural City ...
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Prepared for Ararat Rural City Council Ararat Visitor Economy Strategy 2018–2021
Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Acknowledgements
We wish to acknowledge the
support of Ararat Rural City
Council, local stakeholders,
tourism bodies and community
groups who participated in the
development of this strategy.
Acronyms
ARCC – Ararat Rural City Council
GPT – Grampians Peaks Trail
GSTR – Great Southern Touring Route
GT – Grampians Tourism
PV – Parks Victoria
RDV – Regional Development Victoria
TRA – Tourism Research Australia
VIC – Visitor Information Centre
VTIC – Victorian Tourism Industry Council
VV – Visit Victoria
1 1
Ararat Visitor Economy Strategy 2018 – 2021
Table of contents
04 06 24 34 44
Executive Introduction Product Product Opportunities
Summary Strengths Gaps &
Opportunities
08 14 54 62
Tourism Council Success Strategic
Overview Activity and Enablers Objectives
Role
18 20 22 Appendix 1 Appendix 2 Appendix 3
Tourism’s Destintion Current State Online Stakeholder Survey
Economic SWOT of Play Survey Feedback Results
Value
Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Executive Summary
Sitauted 198km west of Melbourne on the Western An analysis of research data and stakeholder
Highway, Ararat is part of Victoria’s Grampians feedback identified a variety of opportunities for
region. Destinations within the Grampians receive 1.3 industry and product development including:
million domestic day trippers annually, originating
from both within and outside the region and • Accommodation
880,000 overnight visitors. While Ararat Rural City • Restaurants
is located outside of the Grampians National Park, • Anchor attraction
it is considered ‘The Gateway to the Grampians’ • Major events
and tremendous potential exists to leverage off the • Collaboration and engagement
visitation and tourism infrastructure already in place. • Education
• Digital connectedness.
The objective of this strategy is to analyse the Ararat
visitor industry, identifying gaps and opportunities Visitation to regional Victoria is driven by nature-based
to develop a series of tangible actions that will activities, food, wine and cultural experiences, the variety
drive economic growth and raise the profile of of attractions on offer and of course the local friendly
Ararat as a visitor destination. The Ararat Visitor towns. Ararat has a real opportunity to position itself as a
Economy Strategy is an all-encompassing strategy tourism destination and capitalise on the visitor economy
that brings together different tourism sectors and as a key economic driver. The Ararat Visitor Economy
connects with other relevant strategic plans guiding Strategy will provide the overarching framework.
economic activity and growth within the region.
The following seven strategic objectives were
A number of product strengths have been identified in developed as a result of feedback received,
the Ararat Visitor Economy Strategy. These include: stakeholder consultation and research
undertaken throughout the project. The
• Nature-based tourism objectives align on a regional and state level
• Wine and are all aimed at increasing visitation, spend
• Dark tourism and length of stay in the Ararat region.
• Proximity to Grampians National Park
• Strategic location 1. Advocacy
• Heritage 2. Industry development
• Villages. 3. Product development
4. Brand
5. Investment Attraction
6. Marketing
7. Events
4 5
Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Introduction
Objectives Methodology
Ararat is a large regional centre, 198 km northwest
The objectives of the Ararat Visitor The updated Tourism and Events Strategy has
of Melbourne with a population of 11,7521. Economy Strategy are to: been developed in consultation with internal and
external stakeholders including local businesses,
Geographically it is the centrepiece in a region of • Analyse current tourism industry - gaps community members, business groups and local
and potential future opportunities and state government. The in-depth community
tranquil and inspiring natural attractions including consultation undertaken has allowed the wider Ararat
• Identify tourism opportunities from Federal and community to steer the direction and development
the Grampians National Park, Mount Langi Ghiran, State Government and private investment of the strategy. Ongoing engagement through various
actions identified in this report will ensure the Ararat
Mount Cole, Mount Buangor, Ararat Hills Regional • Unite internal Council operations having and surrounds community takes ownership of the
a shared tourism vision and working strategy and feels pride in achieving outcomes.
Park, Lake Fyans and the Pyrenees Ranges. collaboratively in accordance with the Council
Plan and other strategic documents CONSULTATION
Extensive consultation was undertaken
• Guide the local tourism industry into an in the development of this report.
Context uncertain future through business growth,
industry development and improving The first phase was a survey available to the community
The existing Ararat Tourism & Events Strategy was adopted visitor experience by increasing service and visitors both online and in paper form. Survey
by ARCC in 2010 and reviewed in 2012. In 2016 Council, standards and product development Monkey was utilised to conduct the survey and was
with support from Regional Development Victoria available for public input from 7-27 August 2017. A
(RDV), undertook a review of existing tourism visitation • Lifting the broader profile of Ararat with the potential total of 72 surveys were completed (see appendix
and services, identifying gaps and opportunities for to leverage off the Eastern Grampians Tourism 1) providing significant insight into the Ararat
the region. Whilst the project had a significant focus brand identity developed by Grampians Tourism community’s priorities and current state of play.
on nature-based tourism, specifically Mount Langi
Ghiran, the final report provided some key learnings • Understanding the contribution our existing events A number of one-on-one stakeholder interviews were
in relation to tourism and the future for Ararat. (large and small) make to visitor experience/ also conducted. Interviewees included representatives
attraction and encourage new events and initiatives from Ararat Rural City Council, Regional Development
With the recognition of dark tourism as a growth Victoria, Grampians Tourism, Parks Victoria, Visit
market and increased visitation from the nature-based • Identify tangible outcomes that will Victoria, local business owners and tourism operators.
traveler, Ararat is poised for growth. Further to this, the increase the visitor spend and length
$7.35 million Ararat Arts Precinct redevelopment at the of stay within the municipality. Further opportunity for the community to provide
historic Ararat Town Hall will bolster the region’s arts input was available at a drop-in session, held at the
and events offering. To capture this growth from an Ararat Visitor Information Centre on 16 August, 2017.
economic and visitation perspective, Council recognised
that an updated framework was required to provide AUDITS
strategic direction over the coming three years. This Three business audits were carried out by Edge
updated document delivers a number of strategic Insights as part of the research stage. The audits
recommendations and associated actions that will assist included a restaurant, accommodation venue
and one of Ararat’s tourist attractions. The insight
gained through these mystery audits formed an
important part of the data analysis stage.
RESEARCH AND DATA ANALYSIS
A desktop review of strategies, policies, plans, township
strategies and other research relevant to the product was
undertaken. The research gathered as part of this desktop
Picturesque villages review was analysed in conjunction with raw data
gathered via the stakeholder engagement and business
audit process. The analysis of this data has led to the
1
2016 Census strategic objectives and actions identified in this plan.
6 7
Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Tourism Overview
Ararat Overview and Positioning areas and their service towns. Tourist visitation to
these areas is predominantly driven through food,
Situated on the Western Highway, Ararat is a major wine and heritage-related product. In 2013-14, the
regional centre in Victoria’s mid-west with direct road tourism industry contributed an estimated $1.0 billion
and rail linkages to Melbourne, Ballarat and Adelaide. to the Grampians economy (21.2% of gross regional
product) and employed approximately 9,200 people
Ararat is located in the Central Highlands and is part (20.1% of regional employment). It generates an ARARAT’S KEY TOURISM ASSETS INCLUDE:
of Victoria’s ‘Grampians’ region. It is one of the largest estimated $295 million in direct economic output for
cities in the region with a population of 8,297 people. the five local government partners, including Ararat. • Nature-based tourism – Mount
Other population centres in the municipality include Cole and Mount Langi Ghiran
the rural towns of Willaura, Lake Bolac, Moyston,
Pomonal, Buangor and Elmhurst. Ararat is the principal The Visitor Economy • Dark tourism – J Ward and Aradale Asylum
service centre containing the principal service centre
containing the widest range and highest level of retail, The Ararat Visitor Economy Strategy is a connected and • Wine – wineries and vineyards
commercial and recreational facilities in the region. all-encompassing strategy. Traditional definitions of
The municipality borders Northern Grampians Shire tourism tend to focus on the consumption activities of • History and heritage – Chinese heritage,
to the north, Pyrenees Shire to the east as well as leisure tourists, people travelling for holidays and fun. gold mining, architecture and asylums
Moyne, Corangamite and Southern Grampians. More modern definitions have expanded the concept
to include the business traveller, visiting friends and • Villages – 10 rural villages that
The Grampians Region is home to a variety of relatives market (VFR), the worker or students. complement the main centre of Ararat
tourism assets including the Grampians National The term ‘visitor economy’ is a more accurate definition
Park. Destinations within the Grampians receive 1.3 of the broader impact of our industry. It brings • Grampians Region location
million domestic day trippers annually, originating together the sectors offering direct visitor services
from both within and outside the region, and 880,000 like accommodation, transport, tour companies and • Ararat Arts Precinct
overnight visitors. While Ararat Rural City is located attractions with intermediaries and indirect sectors like
outside the Grampians National Park, it is considered retail and food production. This recognises that visitor • Waterways, Lakes – Green
‘The Gateway to The Grampians’ and there is activity does not occur in isolation and contributes to Hill Lake, Lake Bolac
tremendous potential to leverage off the visitation investment and jobs across a range of industry sectors.
and tourism infrastructure already in place.
The strength and potential future growth of the visitor
The Grampians Region has developed a significant economy is recognised in local, regional, state and
destination profile through its values for nature-based national economic development strategies. Its potential
and outdoors adventure activities. Surrounding the for growth is a real strength of this region and Ararat’s
Grampians National Park are extensive agricultural ability to facilitate and help capitalise on that potential
is through the delivery of the Ararat Visitor Economy
Strategy in collaboration with other relevant strategies
State
In 2015, the Victorian Government recognised the
Tourism is critical to the Visitor Economy as a key driver for growth in Victoria.
The Victorian Visitor Economy Strategy is central to the
economy of the region. state governments plan to secure future growth and
prosperity. Visitors bring money to Victoria and support
jobs and investment. Maximising the growth potential
of the visitor economy depends upon a collaborative
Grampians Tourism approach between government and industry.
8 9
Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Tourism Overview
Regional 4. Provide leadership and create Specifically, the aligns with the following identified Council Plan key result areas:
productive partnerships that:
Grampians Tourism was established in 2009 and is STRATEGIC OBJECTIVE CURRENT STRATEGIES
the peak industry body for tourism in the Grampians a. Raise the profile of the visitor
region. It encompasses and is directly supported economy among stakeholders
by Ararat Rural City, Horsham Rural City, Northern
Grampians Shire, Southern Grampians Shire. b. Advocate on behalf of stakeholders • Recognise cultural history and heritage
in the visitor economy. • Work in partnership with local service clubs and organisations
Their primary purpose is to ‘deliver a coordinated 2.1 Community & cultural • Promote the municipality’s wine and food opportunities
approach to marketing, product development, connectedness • Support community and cultural events
infrastructure investment and industry development Local • Support Indigenous Heritage within our community
for the Grampians Region’. They do this by creating
cooperative marketing and advertising opportunities Ararat Rural City Council has formally recognised the
with industry to increase the region, it experiences economic value and contribution of this sector through
and destinations, exposure in key markets. their recently adopted Council Plan 2017 – 2021. • Promote the Ararat Performing Arts Centre as a major regional
Performing Arts Centre, including the diverse performing arts program
The Grampians Tourism 2016-2020 Strategic Plan The Council Plan is built upon four pillars: 2.4 Strong performing and • Promote the Ararat Regional Art Gallery along with
was created ‘to develop the Visitor Economy in the visual arts program its nationally recognised textile collection
region in collaboration with its industry partners’. • Our Community • Deliver an innovative, diverse and accessible program
The strategy reflects the Board’s intent to place the • Our Lifestyle of exhibitions and associated events
visitor at the centre of every decision and will provide • Our Economy
leadership for the tourism industry and other key • Our Environment.
stakeholders to grow revenue and jobs in the region.
Grampians Tourism identify the following goals for This strategy encompasses each pillar • Work in partnership with businesses and organisations
the region: recognised in the Council Plan but is primarily to develop and promote business activity
aligned with pillar three – The Economy. 3.1 A strong and diverse • Advocate for the active use and preservation of Aradale
1. Raise the profile and front of mind awareness local economy • Pursue appropriate investment opportunities to diversify
of the Grampians region, and thus: and strengthen the municipality’s economic base
• Encourage tourism, major events, business events and marketing
a. Create sustained growth in visitor initiatives through local and regional stakeholders
numbers, length of stay and spending
b. Increase revenue from the visitor economy in
local towns • Support and encourage infrastructure, land use
OUR ECONOMY 3.2 Economic growth planning, events and services that support economic
c. Increase jobs (particularly for young within the municipality development and lifestyle opportunities
people) in the visitor economy Incorporating: Economic Activity, Tourism,
Major Events, Digital Connectivity
d. Support the growth and success of business and Planning and Development.
owners investing in the visitor economy
Introduce the region to visitors who may go on to
consider living, learning or investing in the region.
2. Conduct product and industry development 3.3 Effective, efficient and • Advocate for increased passenger rail services
We enhance our community’s prosperity safe transport networks
to create compelling visitor experiences. from Ararat to Melbourne and return
through encouraging sustainable growth.
3. Attract investment into world-class
products and experiences.
10 11
Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Tourism Overview
To further cement Council’s support of the visitor
economy, Tourism has been identified as one of five
• Diverse man-made and cultural attractions such as;
Heritage Streetscapes, J Ward, Aradale, the Ararat The strategy will • Mount Langi Ghiran Scenic Route and
Tourism Product Development 2017
also align with, and
strategic growth sectors in the Ararat Economic Strategy Performing Arts Centre, Art Gallery and Gum San
2014. The Strategy takes a ‘contemporary and holistic • Grampians Pyrenees Wine Tourism and
approach to economic development and recognises • There is significant investment in tourism Culinary Master Plan 2017 – 2020
partnerships as critical for future economic prosperity’. infrastructure such as accommodation and dining
establishments at the budget end of the market
be informed by the • Grampians & Pyrenees Consumer
As identified in The Strategy, tourism and
events are an important driver of economic • Proximity to the large visitor markets of Melbourne following documents. Research Report August 2017
development in the region. The Strategy identifies and Ballarat, with a reasonable train connection • Ararat Sustainable Growth Future 2014
the following key attributes of the sector:
• A central point to explore from the coast to the inland • Ararat Sustainable Growth Future –
• The presence of a successful regional and on the overland touring route to Adelaide. Property and Economic Analysis 2013
tourism body, Grampians Tourism, and
collaboration with adjoining municipalities • Gum San Marketing Plan 2014 – 2017
Significant development and growth capacity for the
• Proximity to the Grampians which are seen future through: • Grampians Tourism Destination Plan
as a destination that has local, national, & Investment Roadmap 2014
and international brand awareness • Enhancing the links between the
tourism and retail sectors • Grampians Peak Trail Master Plan 2014
• A significant and expanding tourism
and hospitality workforce • Changing traffic flows from rerouting • Grampians Region Cycling & Trails Infrastructure,
of highway leading to a more relaxed Business and Master Plan June 2017
• A range of natural and cultural attractions such atmospheric feel in Buangor and Ararat
as Lake Bolac, Green Hill Lake, Mount Cole, • Ararat Arts Precinct Events and
Mount Langi Ghiran, and the Grampians • Development of additional accommodation Marketing Plan 2018-2021
including up market and boutique hotels, serviced
apartments, bed and breakfasts, spa resorts and
large scale accommodation suitable for tour groups
• Establishing cooperative campaigns and
partnerships with other adjoining tourism areas
such as Melbourne and Surrounds and Great
Ocean Road Marketing (coastal/inland route)
• Strengthening existing events and developing
additional events to service local cultural
and sporting needs as well as increasing
day and overnight visitations
• Building on Chinese links to attract
Chinese visitors to the region
• Continued support and growth of Farmers’
Markets and produce promotion
• Increasing cultural tourism e.g. art
exhibitions, performing arts etc.
Cafes and restaurants, Barkly Street, Ararat
12 13
Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Council activity and role
Ararat Rural City Council’s role and participates in, and contributes to the activities
of tourism organisations and networks. Industry that
Local Government plays a major role in tourism and is supports tourism - accommodation, retail, restaurants,
engaged in the visitor journey in many ways. Councils bars and cafes, all have reciprocal relationships with, and Dreaming /
are actively involved in promoting tourism, providing of course exist within Local Government jurisdictions.
Awareness
infrastructure and services to support tourism, but also in
managing the impacts of tourism. It can also provide an Local Governments exist as their own entities. In a visitor
expanse of tourism infrastructure, from roads, to airports, context however it is necessary to look at the bigger
caravan camping grounds, visitor centres, art galleries, picture and each Local Government to take on the view
performance venues, heritage centres and parks just to as part of a journey or network, what is surrounding,
name a few. Local Government in a tourism setting is how each is impacted and how it will impact others.
governed by legislation from the Commonwealth and Research /
Departure
State, from land-use planning through to environmental Planning
and health legislation; it is impacted by national and state The Visitor Journey
tourism strategies, as well as other government strategies,
Visitor expectations cannot be met and satisfaction
not achieved by an individual product or service.
It is the sum total of all amenities and interactions CUSTOMER
within a community, be it the taxi driver, the local
chemist, the farm stay owner, the local restaurant
EXPECTATIONS &
Council needs to
or cafe, bakery or petrol station attendant that
determine whether a visitor is made to feel like a
MOTIVATIONS
highly appreciated guest. Ultimately it is the local
take a leadership role community that makes or breaks tourism and local
government plays a pivotal role in either proactively
in tourism. optimising the visitor potential or yielding to competition
Destination
from an ever-growing number of competitors. En-route
Arrival
Ararat Town Centre
14 15
Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Council activity and role
Ararat Rural City Council is responsible for, and an active Council can continue to support growth in this
participant in, the following visitor related activities: sector through:
• Ararat & Grampians Visitor Information • Infrastructure provision and maintenance
Centre – management and maintenance
of the Level One accredited centre • Land use planning
• Lake Bolac Information and Business Centre • Environmental management
– management and maintenance of centre
• Amenities and attractions
• Green Hill Lake Campground – management
and maintenance of facilities • Public health and safety management
• Financial partner of Grampians Tourism • Local economic development/investment
• Memorandum of understanding • Open space provision and maintenance
with Grampians Tourism
• Education, training, research and employment
• Board Member (active seat) on Grampians Tourism
• Promotion, marketing and destination image
• Marketing campaigns – Ararat & Surrounds
Visitor Guide, Map, Historic Ararat Brochure • Advocacy
• Social media – dedicated website • Partnerships and relationship building
page (through Council website)
• Visitor Servicing
• Support of local events through sponsorship,
promotion and general even planning assistance • Communications
• Advice, support and guidance to • Events and event support services
local tourism operators
• Arts and cultural development and facilities
• Ararat Arts Precinct redevelopment.
• Community development
• Emergency Management
• Human services.
16 17Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Tourism’s economic value
Ararat is located within the Grampians tourism region ALL INDUSTRY SECTORS IN ARARAT RURAL CITY RANKED BY TOURISM RELATED OUTPUT:
and is often touted as the Gateway to the Grampians.
Grampians Tourism data shows that each year over Ararat (RC) (Dec 2016)
two million visitors make their way to the Region
(1.3 million day visitors, 880,000 overnight visitors
and 39,800 international visitors). Tourism injects Industry Sector $M %
$35 million into the Ararat economy and employs
Accommodation & Food Services $19.170 42.2%
approximately 210 equivalent full-time workers.
In 2015, Ararat attracted 200,000 visitors, with 260,000 More than 90% of Manufacturing $6.966 15.3%
overnight stays2. The average spend per trip was $157
with the average spend per night being $863. ARCC is survey respondents4 Transport, Postal & Warehousing $6.581 14.5%
home to 131 tourism businesses, however with only 33 Retail Trade $4.707 10.4%
of those businesses employing 5 or more people, there believe that tourism
is potential to expand on the current tourism offering Ownership of Dwellings $2.681 5.9%
driving both employment and economic output. and events add
Arts & Recreation Services $1.372 3.0%
The total value of tourism related output for Ararat value to Ararat and
Rural City is estimated at $45.400 million. Wholesale Trade $1.140 2.5%
surrounds. Education &Training $0.632 1.4%
Health Care & Social Assistance $0.582 1.3%
Rental, Hiring & Real Estate Services $0.448 1.0%
OUTPUT ATTRIBUTABLE TO TOURISM
Accommodation & Food Services - $19.170 m
Administrative & Support Services $0.411 0.9%
Ararat (RC) (Dec 2016)
Manufacturing - $6.966 m
Other Services $0.289 0.6%
Transport, Postal & Warehousing - $6.581 m
Retail Trade - $4.707 m Agriculture, Forestry & Fishing $0.263 0.6%
Ownership of Dwellings - $2.681 m Information Media & Telecommunications $0.158 0.3%
Arts & Recreation Services - $1.372 m
Financial & Insurance Services $0.000 0.0%
Wholesale Trade - $1.140 m
Education &Training - $0.632 m Public Administration & Safety $0.000 0.0%
Health Care & Social Assistance - $0.582 m Construction $0.000 0.0%
Rental, Hiring & Real Estate Services - $0.448 m
Electricity, Gas, Water & Waste Services $0.000 0.0%
Administrative & Support Services - $0.411 m
Mining $0.000 0.0%
Other Services - $0.289 m
Agriculture, Forestry & Fishing - $0.263 m Professional, Scientific & Technical Services $0.000 0.0%
Information, Media & Telecommunications - $0.158 m Total $45.400
More than 90% of respondents to a survey undertaken as research for this report recognise that tourism and events add
value to Ararat and surrounds. The purchasing of local produce, the creation of jobs and the economic flow-on effects
were cited as the main ways that tourism and events stimulate the economy.
2
Tourism Research Australia
3
Tourism Research Australia
4
Ararat Visitor Economy Strategy consultation, Survey Monkey online survey, August 2017
18 19Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Destination SWOT
The Destination SWOT was developed through analysis of stakeholder
consultation as well as research carried out for the development of the Mount
Langi Ghiran Scenic Route & Tourism Development Plan and the Ararat Visitor Opportunities Threats
Economy Strategy. This analysis has given an objective and constructive
overview of Ararat’s strengths, weaknesses, opportunities and strengths. • Arts Precinct • Fire
• Nature based tourism – parks • Bypass
• Dark tourism – Ghost Tours & Accommodation • Downturn in large infrastructure
projects (flow on effect for
• Cycling trails
accommodation/other services)
Strengths Weaknesses • Events/Festivals
• Farmers markets/farm gates
• Perception of ‘fire season’
by the general public
• Strategic location • Lack of tourism identity • Interactive maps/collateral • Not a weather season anymore
• Proximity to Grampians • Town is not seen as a destination or a and automatically conjures
• Signage
place to stop - it’s a place to drive through up negativity for region
• Proximity to Melbourne and Ballarat • Indigenous tourism
• Nothing open on weekends • Balance to preserve what we
• Wineries • Buangor township/railway/Cobb & Co have and not to overdevelop
• Old school attitudes
• Transport – rail line direct in to town • Eco-tourism • Attitude of locals – willingness to
• Lack of quality dining options
• Proximity to parks – Mt Cole, Mt Langi • Grampians Peak Trail (GPT) believe region could flourish
Ghiran and Grampians National Park • Lack of high end accommodation
• Hang-gliding • Accommodation providers have no strategy
• Biodiversity of Mt Langi • Promotion beyond current construction projects
Ghiran and Mt Cole • Rock-climbing
• Lack of signage • Community has no desire to change
• Attractions - Aradale and J Ward • Hot-air ballooning
• Lack of maintenance in Parks • Lack of community support
• Significant Aboriginal rock art • Trails
• Council doesn’t embrace tourism • Apathy of tourism industry
• Heritage/history/culture as much as they should • Luxury accommodation
• Illegal shooting/hunting in parks/
• Serenity – nature based tourism • Live for now attitude - not future planning • Air Bnb/holiday lets rogue marijuana growers
• Off the grid, untouched nature • Locals don’t understand or appreciate • Orienteering • Natural disasters
tourism benefits to town • Farm stay
• Villages • Changes in land use
• Not working together as a region • Paddock to Plate philosophy
• Facilities for RV owners • Buangor is considered ‘non-existent’
• Poor communication and collaboration • Packages – accommodation/Wine/Food (according to Town Audit report)
• Highway duplication shortens the
between Council departments
drive from Melbourne to Ararat • Glamping
• Local Council red tap
• En-route from Melbourne to Adelaide • Warrak – café
• No Tourism Association/Advisory Board
• Conferences
• Black Spot - poorly maintained road
surrounding and in Mount Langi • Changes in land use
Ghiran and Mount Cole Parks • RV friendly destination
• Ageing population • Collaborative marketing
• Tourism Website
• Winery Packages
• Bypass
• Textile Art Tourism
• Gum San Chinese Heritage Centre
20 21Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Current state of play
Ararat is home to 50 accommodation venues The region is also home to 10 wineries, seven of
across the municipality. Accommodation styles which are open to the public offering sales via a
include caravan and camping, cottages, hotels cellar door. There is limited complementary dining at
and motor inns. Air BnB also lists a number wineries, presenting an opportunity for value-add.
of properties across the municipality with 14
properties in and around the main centre of Ararat
and a further 7 in the surrounding villages.
Ararat offers a variety of dining options such as
restaurants, cafes and takeaway. The current
range of dining facilities are not performing to
their full potential with many being closed at Ararat offers the best
peak visitation times. Evidence gathered in the
preparation of this report also demonstrated example in the country
inconsistency in the quality of the food offering
and a lack of contemporary dining experiences. of dark tourism.
Research and consultation has demonstrated that
patronage is on the decline and Ararat’s strengths
are underutilised. J Ward and Aradale are major
attractions in the municipality, offering access to a
niche market that has the potential to be an economic
driver for the region. Gum San Chinese Heritage
Centre currently attracts approximately 9,000 people
each year with the potential for return visitation
and new visitors likely to increase through updated We are the only town
design and increased utilisation of technological
enhancements, as outlined in the outgoing Gum San with two lunatic asylums.
Chinese Heritage Centre Marketing Action Plan.
We would love to
see a gourmet trail
that takes in food,
wine and art.
J Ward
22 23Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Product Strengths
Nature-based Tourism
Nature-based tourism is one of the fastest growing
tourism sectors globally and research shows
the potential for significant growth in Victoria. ARARAT’S NATURAL ASSETS INCLUDE:
Worldwide nature-based tourism is growing at
an estimated rate of 10–30% per annum5. • Mount Langi Ghiran State Park
Tourism Australia recognises nature-based tourism • Mount Cole
as a significant component of Australia’s visitor
economy, ranking among top travel motivators for • Ararat Hills Regional Park
international visitors to the country. In the year ending
June 2017, 69% (or 5.4 million) of international visitors • Mount Buangor State Park
engaged in some form of nature-based activity and
according to an investigation into Victoria’s nature- • Green Hill Lake
based economy, domestic travellers spent $7.4 billion
on nature-based outdoor activities in our state. • Lake Bolac
Ararat is ideally positioned to capture this market
with a number of natural assets in the region.
Nature-based tourism presents an emerging
opportunity for the municipality, as detailed in
the Mount Langi Ghiran Scenic Route and Tourism
Development Project 2017. Ararat is the geographic
centrepiece in a region of tranquil and inspiring natural
attractions including the Grampians National Park,
Mount Langi Ghiran, Mount Cole, Mount Buangor,
Ararat Hills Regional Park, Lake Fyans and the Pyrenees
Ranges. However, the report determined that Ararat’s
natural assets were underdeveloped, presenting
significant opportunity for tourism impact given to their
proximity to the Grampians National Park and the ability
to leverage off existing markets within the wider region.
The Ararat Hills
Mountain Bike Project
is one of the most
important things
happening in Ararat.
Ararat Hills Regional Park
5
Victoria’s Nature-Based Tourism Strategy, Tourism Victoria
24 25Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Product Strengths
Wine The GPWRMP identifies the following role for Councils: GRAMPIANS WINE BRAND PYRAMID
According to Agriculture Victoria, the state’s wine • Leading the conversation regarding food
industry directly contributes $7.6 billion to the Victorian and wine (culinary) community/partnership BRAND ESSENCE
economy and provides 12,995 direct jobs (including development: Creating cross promotional Balance,
wine tourism). Ararat and the surrounding region programmes within regional cafes, outlets timeless Shiraz
is home to some of Victoria’s most reputable wine
brands. Climate conditions, established vines and • Attraction of investment for infrastructure or
rich soil result in local vineyards producing grapes trials around restaurants, accommodation, Ageless, distinctive yet BRAND PERSONALITY
to exceptional standards. Local wineries are known dining experiences, cellar door familiar, honest and pure,
for their deep, intense varieties of red and their crisp energetic grounded.
whites. In addition to domestic success, the region’s • Signage in Grampians
wineries are established wine exporters with their Fruit purity, high quality, BRAND VALUES
product being sold in a variety of geographic locations • Feasibility of wine hikes/cycling trails connected to land over time,
including China, Japan, Canada and the United States. shared with family and friends
• Creation of education and upskill programmes
Already a growing market, the potential of Ararat’s FUNCTIONAL BENEFITS • Popular variety • Connection to nature EMOTIONAL BENEFITS
wine makers has been recognised through their • Event calendar development with • Popular style • Icon brands halo to all
inclusion in the Grampians Pyrenees Wine Region tourism and winemakers • Holiday discovery • Sense of space, ease, genuineness
Master Plan (GPWRMP). The GPWRMP aims to align
tourism bodies, winemakers associations and local • Development of success metrics: software and ATTRIBUTES
government to grow the region’s wine tourism market hardware investment. Provision of economic Old vines, signature variety (Shiraz), pedigree, cool climate,
share by building product awareness and reputation, development indicators for tracking. connection to stunning scenery, not over-hyped (nest kept secret)
converting existing region visitors to winery visitors
and enhancing the product strength and economic
impact through the development of cellar doors and Source: Grampians Pyrenees Wine Tourism Master Plan
complementary product including food offerings.
LOCAL WINERYS INCLUDE:
• Montara Wines In 2015, the Victorian wine industry, from
• Mount Langi Ghiran Vineyard
• Fratin Brothers Vineyard the vineyard to the glass, contributed
• Kimbarra Wines
• Jillian Wines an estimated $7.6 billion direct effect to
• Cathcart Ridge Estate
• Clayfield Wines the Victorian economy. This extends to
• Mountainside Wines
• Grampians Estate. approximately $13.3 billion in value when
downstream effects are included6.
Mountainside Wines 6
Victorian Wine Industry Development Strategy, 2017-2021, Victoria State Government
26 27Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Product Strengths
Dark Tourism Proximity to Grampians National Park Ararat provides the ideal entry to the Grampians
via the scenic village of Pomonal. A 40-minute drive
Ararat has a unique opportunity to drive significant J Ward and Aradale The Grampians National Park attracted 880,000 from Ararat and only 10 minutes from Pomonal, the
economic impact through the development of dark domestic overnight visitors and 39,800 international Grampians township of Halls Gap is easily accessible.
tourism. With the location of Aradale Asylum and J have lots to offer, not visitors for the year ending March 2017, spending a Visitors are already in the region and by offering
Ward in the town, Ararat has forged a reputation within combined $236 million in the region. Further to this, complementary attractions including nature-based
the niche dark tourism market, gaining attention just ghost tours. There 1.3 million domestic day trippers visited the region activities, food and wine experiences and other
at both a national and international level. J Ward adding another $111 million to the local economy. The drawcards, Ararat has the ability to entice visitors out
and Aradale have caught the eye of ghost hunters, are stories about the majority of visitors to the Grampians were there for of the Grampians for a couple of hours or even a day.
paranormal investigators, thrill seekers, history the purpose of a holiday with domestic day trippers There is also potential to leverage off the large-scale
buffs and many others. Visitors who experience the old jail, convict days, enjoying the activities shown in graph below.7 events held in the Grampians through the development
offerings at these key attractions often spend money of ancillary events and accommodation packages.
elsewhere in the region on ancillary products and gold and much more!
services including dining and accommodation.
The Friends of J Ward volunteer group run tours
through both Aradale and J Ward during the day.
The tours attract more than 10,000 visitors per year
and give guests insight into the history of both the
prison and asylum for the criminally insane. Ghost
tours are available at night with Lantern Ghost Tours ACTIVITIES ENJOYED BY DOMESTIC DAY TRIPPERS ACTIVITIES
conducting tours of J Ward and Eerie Ghost Tours
taking thrill seekers through the halls of Aradale.
The growth to date has happened organically with no Eat out, dine at a restaurant or cafe
significant investment in marketing and promotion. 50%
Visitor numbers are now becoming stagnant and Visit friends and relatives
opportunity exists to enhance the product and develop
45.3%
Ararat’s dark tourism offering. The buildings also have 40% Sightseeing or looking around
the potential to be used for conferences and events
however would require significant capital investment. Bushwalking or rainforest walks
30% Visit national parks or state parks
32.8%
Visitors
20%
24.1%
22.7%
21.1%
10%
0%
Source: Tourism Research Australia
J Ward J Ward
7
Travel to the Grampians, Grampians Tourism, 2017
28 29Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Product Strengths
Strategic location Heritage Arts Tourism Villages
Ararat is conveniently located on the Western As detailed in the Historic Ararat Brochure, the region The Ararat Arts Precinct Redevelopment will transform Ararat Rural City is a large municipality that has an
Highway, just under 200 kilometres from Melbourne was originally inhabited by the traditional Tjapwurrong one of western Victoria’s grandest public buildings, the approximate area of 4200 square kilometres. The region
and 500 kilometres from Adelaide. This geographic Aboriginal People. Europeans first settled in the region in 1898 Ararat Town Hall, into a significant arts destination has a diverse landscape with mountain ranges, lakes,
location, combined with Ararat’s picturesque the 1840s and gold was discovered by Chinese miners in that will secure the long term tenancy and viability of forests, broadacre farming and the main centre of
surroundings and proximity to natural attractions Ararat in 1857, quickly putting the town on the Gold Rush the Ararat Regional Theatre and the Ararat Gallery. Ararat surrounded by a number of smaller villages.
make the region an appealing place to visit. map. During the Victorian Gold Rush, Ararat was home
to a large Chinese community who were instrumental in This $7.735 million project is funded by all tiers of These beautiful villages each offer something
Being located on the Western Highway gives Ararat a shaping the town. Their influence is acknowledged and government. The Victorian Government has different for visitors to experience. Pristine and
competitive advantage over other similarly positioned commemorated at the Gum San Chinese Heritage Centre. committed $5.2m to support the project, and the serene surroundings, fresh air, historical buildings,
towns by allowing access to two key domestic markets. Ararat and the surrounding region is home to an Australian Government has committed $945,000 nature-based activities and the friendly locals have
Just under a two-hour drive from Melbourne, Ararat impressive array of historic buildings that house a through the National Stronger Regions program. made each town an asset in their own right.
and its surrounding villages can be easily visited for variety of precious artefacts. Originally a wheat and Ararat Rural City Council is committed to securing a
a day or overnight. The development of the Ararat wool store, The Langi Morgala Museum building was vastly improved long-term outcome for its premier
bypass will further reduce travel times, making the town constructed in 1874 and was acquired by the Ararat & civic building and its cultural services and has
an even more attractive Melbourne day trip option. District Historical Society in 1962. The displays within directed $1.49m towards this redevelopment
Alternately, this is also a major advantage for those portray the many periods of Ararat’s history. Other project. A community campaign has raised $230,00
travelling from Adelaide to Melbourne, providing the buildings of note include the Shire Hall, Town Hall, through donations and fundraising to date.
ideal overnight stop en-route between capital cities. Mechanic’s Institute, the Old Fire Station, the Old Police
Station, the Railway Station Precinct and, of course, J The project will enable Ararat to attract major
Ararat is also accessible via public transport. A key stop Ward and Aradale. Ararat’s real heritage value lies in the exhibitions and nationally recognised performers to
on the Regional Victoria Rail Network, Ararat is directly stories owned by its residents both past and present. the region, boosting the local economy and creating
connected to Melbourne, Ballarat, Warrnambool and jobs. A key outcome will be the rebranding of the
Nhill. Train services have recently been increased with Further to this, Ararat is home to Gum San Chinese Ararat Gallery as Ararat Gallery TAMA (Textile Art
Ararat now being serviced on a daily basis. Passengers Heritage Centre, a unique tourist attraction that Museum Australia). The gallery will continue to provide
can also connect to Adelaide directly through the Firefly showcases the region’s Chinese cultural history. diverse, high profile exhibitions, but its nationally
bus service or on The Great Southern Rail’s Overland. Bringing to life the story of immigrant miners on significant textile art collection and increased textile art
the Victorian Goldfields in the mid-1800s, Gum San programming will be developed to establish the gallery
already attracts approximately 9,000 visitors each year as a destination attraction for textile art tourism.
and has tremendous potential for growth targeting
tourists, school groups and conference markets. The arts precinct will be a highly visible landmark
supported by a range of services of appeal to
tourists to the region. The project will create a
high-profile destination for visitors to the region
with a view to activating the Ararat CBD.
There is potential Develop Gum San as a
for enhancement of business.
Gum San.
Ararat Town Hall
30 31Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Product Strengths
VILLAGES SURROUNDING THE ARARAT MAIN CENTRE:
We just love the
Known for the historic Cobb & Co Stables, Buangor also
views around here.
Buangor
offers access to Mount Cole and Mount Buangor.
An idylic place to visit for a picnic and some fishing with beautiful
Elmhurst
works and easy access to the Wimmera River.
A veritable recreation mecca, the picturesque Lake Bolac offers boating,
Lake Bolac
fishing, walking trails, water skiing, camping and much more.
Known as being the birthplace of Australian Rules Football, Moyston is a beautiful
Moyston
rural village that is home to a growing number of artists and creatives.
Stunning wildflowers and rolling green hills provide the ideal backdrop
Pomonal
to nature walks, vineyards visits and farm gate expeditions.
Streatham,
Streatham is one of Ararat’s earliest European settlement sites and was originally known
Mininera &
as Fiery Creek. These rural towns are best known for their agricultural strengths.
Westmere
Warrak & The Mount Cole State Park, Chinaman’s camp ground and the Mountainside
Mount Cole Winery are just some of the amenities on offer in this scenic locale.
Located an hour from the beach and an hour from the Grampians,
Wickliffe
Wickliffe really does offfer the best of both worlds.
Recreational facilities, caravan and camping sites and the best bakery
Willaura
in the region make Willaura a village not to be missed.
80% of survey respondents enjoy
visiting Ararat’s villages.
32 33Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Product Gaps
and Opportunities
Accommodation Restaurants Anchor Attraction Major Events
Stakeholder feedback and market research consistently The introduction of new dining experiences and J Ward and Aradale are recognised as significant drivers Ararat hosts a large number of community focused events
reported accommodation as a barrier to Ararat’s tourism an increase in operational hours is likely to have of visitation to Ararat. There is potential to build on the however major events are lacking. Major events have
growth and success. While Ararat does have room a significant impact on the appeal of Ararat as existing product to further develop the niche market the ability to attract visitors from out of the region and
stock, occupancy is quite high with big infrastructure a visitor destination. Stakeholder consultation of dark tourism. The Friends of J Ward recognise thus stimulate the local economy. Over a third of survey
projects supporting these businesses over the past revealed that both residents and visitors enjoy this opportunity and are open to exploring options respondents regularly attend events however believe
few years. This affects availability for genuine visitors heading out for a meal however were frequently to diversifying experiences at the venues, growing that the creation of a major event would be good for
to Ararat who are in the region to experience activities disappointed by the quality of the food or frustrated visitation and making J Ward and Aradale ‘must see’ the region. They also increase room occupancy rates at
and attractions and, importantly, spend money. by the inability to find an open restaurant or café. attractions. Stakeholder consultation revealed a fractured accommodation venues, drive patronage at food and
relationship between the Friends of J Ward volunteer beverage outlets, encourage visitation at other local
There are a number of accommodation venues within A quality food offering can be instrumental in group and the commercial operators conducting tours attractions and influence spend at retail stores and
the Ararat region however there is a lack of variety attracting visitors from surrounding areas such of the venues. Resolution of such issues would open the petrol stations. Further to this, Gum San has a proven
with the majority of rooms being two to three stars. as Halls Gap and Beaufort to Ararat for great door to relatively immediate growth in visitor numbers. history of hosting conferences and events in the Great
The current number of rooms, standard of rooms dining experience. Ararat would benefit from Hall with capacity for 200 guests and opportunity exists
and diversity of accommodation options would the introduction of contemporary eateries with The introduction of an anchor attraction has a to utilise venues such as J Ward, Aradale and the Ararat
not be conducive to a significant increase in visitor modern cuisine and a welcoming atmosphere. significant flow-on effect to other businesses within Turf Club for both community and business events.
numbers. Further to this, Ararat does not have suitable The upcoming investment in Grampians the town, in particular, accommodation and dining.
high-end or boutique accommodation that would Pyrenees wine tourism provides the ideal
complement the food and wine experience detailed opportunity to explore adding food offerings
in the Grampians Pyrenees Wine Tourism Master Plan and function spaces to wineries in the region.
and in addition was highlighted in the Mount Langi
Ghiran Scenic Route and Tourism Development Project. Increased collaboration between restaurant
operators would ensure visitors are able to
There is opportunity to explore an increase in room find quality dining experiences any day of
stock and variety, potentially anchored to further the week. It is essential that restaurants and
development of a hero product such as Ararat’s cafes are open during peak tourism periods The Shire of Coolamon in New South Wales
dark tourism venues and supported by an increase such as weekends, public holidays and for provides a good example of an anchor
in major events and other ancillary activities. large-scale events in the wider region. attraction transforming a regional town.
Seven years ago, Coolamon was solely
focused on agriculture however it is now a
thriving weekend destination. Only three
years ago Council saw opportunity to attract a
cheese factory to the municipality. Coolamon
Cheese is now an established brand that runs
weekend tours and has a restaurant on site.
“With Coolamon Cheese now open, the
main street is buzzing with new cafes
and boutique shopping, the community
is excited, and Coolamon has been
revitalised… The increased visitation
31% of survey from this anchor attraction led Council to
double the size of the town’s caravan park,
respondents enjoy and happened concurrently with new bike
and walking trails in the town’s forest.”
dining out at local
Tilma Group, 2017
restaurants. https://tinyurl.com/ycn6kw82
Red Rock Olives Jailhouse Rock Festival
34 35Ararat Visitor Economy Strategy 2018 – 2021 Ararat Visitor Economy Strategy 2018 – 2021
Product Gaps
and Opportunities
Attraction or creation of a flagship event has the Collaboration and Engagement There are some small business groups across the
potential to assist with Ararat’s positioning as a municipality that encourage sharing of information
destination in its own right. The event should celebrate Both stakeholder consultation and the online survey and the potential to work together. These include:
Events do well and have one of Ararat’s strengths, embracing food and wine, revealed a variety of opportunities that would improve
dark tourism, nature-based activities or the heritage collaboration. The current organisational structure • Ararat Regional Business Association
potential for growth. of the region as an underlying theme. While Ararat at ARCC is not conducive to cross-departmental
lacks a purpose-built conference facility, potential still collaboration. Departments work in ‘silos’ resulting • Eastern Grampians Tourism Association
remains to host business and conferencing events, in a lack of information sharing, double-ups, missed
showcasing the region’s strengths across various opportunities and confusion both within Council and • Lake Bolac Development Association Inc
industries. The refurbishment and expansion of the amongst the general public. An increase in collaboration
Ararat Town Hall through the Ararat Arts Precinct across departments would prove beneficial for both • Willaura & District Development Association Inc
Project will increase Ararat’s ability to attract and internal deliverables and community-focused outcomes.
cater for conferences and events. Further to this, • Pomonal Progress Association Inc
opportunity exists to utilise venues such as J Ward, Feedback from local business operators cited a lack
Aradale and the Ararat Turf Club business events. of engagement and interest from Council. Responses • Moyston Progress Association Inc
included minimal communication, confusion as
Ararat and its surrounding villages would realise to Council departments and representatives and • Elmhurst Development Association Inc
short-term benefit by leveraging off major events continual red tape and barriers to development.
held in the wider region. Proximity to the Grampians • Buangor Development Association Inc.
National Park in particular could allow Ararat
to host small-scale ancillary events either as
part of the major event or to complement it. Large-scale collaboration across the industry however
is lacking. The region would benefit from collaboration
Examples include: opportunities that lead to increased brand awareness,
combined marketing activities and product packaging.
• Ararat restaurants hosting jazz evenings Collaboration could be increased through structured
during the Halls Gap Jazz Festival networking activity developed to encourage
communication and connectedness between businesses.
• A carnival in Ararat during the Great Western Rodeo ARCC could assist with this through the scheduling of
networking and training events and facilitating the
• Wine-making exhibitions, cheese and wine evenings, establishment of an industry representative group.
etc, in the lead-up to The Grampians Grape Escape.
A lack of cohesiveness was identified amongst
Almost 80% of tourism operators. A conflict of personalities within
the town has hindered industry growth to date and
survey respondents has potentially had a negative impact on the Visitor
Economy. This is particularly evident in the Dark Tourism
were NOT a member sector. Opportunity exists for increased engagement
of the various operators within this sector through a
An events calendar of a local business third party. This may be Council-led or engagement
of professional services may be required to drive
would be great. network or tourism negotiation and encourage ‘big-picture thinking’.
association.
36 37You can also read
