BENALLA RURAL CITY TOURISM & EVENTS STRATEGY - 2018-2022 JULY 2018
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BENALLA RURAL CITY TOURISM & EVENTS STRATEGY 2018-2022 JULY 2018
F O R E WO R D
Tourism is an important part of Benalla This Strategy sets out a plan for growing I look forward to working with tourism
Rural City’s economy, attracting more our visitor economy, setting a target of industry and community partners in delivering
than 335,000 visitors and generating $42 capturing 11.5% of the High Country’s the Benalla Rural City Tourism and Events
million in visitor expenditure for the year visitors by 2022. Strategy. I encourage you to ‘see the art in
ending September 2017. everything’.
If we are successful in meeting this target,
We are home to a wide range of it will generate approximately $57 million Cr Don Firth
businesses, attractions and landscapes in visitor expenditure in 2022, providing Mayor
which are appealing to visitors, including support for more than 50 new jobs.
the Benalla Art Gallery, Winton Motor
Raceway and the Winton Wetlands. Achieving the objectives in this Strategy
will mean offering better experiences and
We have established ourselves as an an increased range of experience options
important regional centre for culture and to persuade visitors to choose Benalla.
arts – building on the focal point provided
by Benalla Art Gallery, street art, silo art The Strategy identifies ambitious projects
and events including the Benalla Festival which we believe will attract new visitors,
and Wall to Wall Festival. including a curated six seasons of events
and creating a major new visitor and
However, we have untapped tourism community precinct at Lake Benalla.
potential. While $42 million in visitor
expenditure is a significant amount, it
represents only 8% of the High Country’s
total. Together, we can do better.
2
EXECUTIVE SUMMARY Guiding Principles for the Strategy
• Be ambitious - Benalla has great
potential as a developing regional
tourism destination.
STRATEGIC • A new destination mindset for all
GOALS partners to champion Benalla’s
PRIORITIES potential – communities, businesses
and Council.
• The destination needs to build on its
existing Unique Selling Propositions
(USPs) and visitor experience
strengths - particularly in culture and
arts, and nature-based activities.
• New and impactful partnerships are
PROJECTS AND
TARGETS key enablers for the strategy to make
OPPORTUNITIES best use of our collective resources,
building community and industry
ownership - in marketing, experience
VISION development and business
By 2022, the Benalla region will be BRAND STORY development.
recognised as the High Country’s cultural “To see the art in everything”. • Clear sighted marketing, starting with
centre. We will be known for our thriving agreement to market Benalla under a
arts and culture scene, driven by quirky single brand proposition.
events and artisan products and connection • Developing quality and depth of
to nature. experiences: our signature visitor
experiences – starting with improving
existing assets.
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EXECUTIVE SUMMARY
STRATEGIC PRIORITIES
GOALS
Offering iconic experiences
1. To increase visitor spend to $57 million in 2022. • Build a depth and range of experiences which provide visitors with a compelling range of
2. To focus on maximising existing strengths to both consolidate current reasons to visit Benalla.
tourism offerings and develop new iconic experiences. • Maximise emerging assets in nature-based ‘art in the landscape’ tourism activities to provide a
3. To create iconic experiences based in arts, culture and events, range of experiences which showcase the region.
supported by a curate year-round curated calendar of events to Events
promote visitation and spend. • Build a strong year-around program of curated events to promote visitation and increase visitor
4. To enhance Benalla’s positioning as the cultural centre of the High interest in the area.
Country and deliver on its brand promise – to see the art in everything. • Develop and strengthen cultural and events offerings towards the goal of consolidating
5. To build an industry culture of collaboration and support, collectively Benalla’s reputation as the cultural centre of the High Country.
striving towards common goals and sustainable growth. Leveraging existing strengths
6. To use tourism as a vehicle to promote a commitment to celebrating • Building on Benalla’s strengths in art and culture, heritage and nature-based tourism; place
and protecting the region’s cultural, natural and heritage assets. emphasis on encouraging the continued development of existing products and experiences.
• Making better connections between Winton Motor Raceway and Benalla, ensuring the region
fully benefits from this key asset.
PROJECTS AND OPPORTUNITIES
• Taking advantage of Benalla’s location in close proximity to busy highways to attract new
1. Over the course of a 3-5 year period, Benalla can establish a 12-month visitors. Rationalisation of existing signposting can play an important role in this regard.
curated calendar of events, taking the form of “Six Seasons of Events”,
Partnerships, engagement and ownership of tourism in Benalla
with distinct themes for each of the 2 month “seasons”.
• Work in partnership with Tourism North East, VTIC and mainstream business support providers
2. Develop Lake Benalla as a community and visitor hub, complementing to grow industry capacity and capability to support delivery of high quality tourism experiences.
existing visitor assets such as the Benalla Art Gallery. Options include; • Develop a strong understanding of the value of tourism within Council, local businesses and the
a new floating pontoon/ walkway, entertainment deck and activation community.
of the water space. • Promote ownership and pride within business and the community and encourage continuous
3. Extend Benalla’s position as a cultural arts hub through supporting the improvement in service delivery to the benefit of overall visitor experience delivery.
business case to expand the Benalla Art Gallery and implement a • Co-ordinated marketing of Benalla, based on close collaboration with Tourism North East and
program of public art installations throughout the area. local partners, incorporating social media, Official Visitor Guide, and the single “Enjoy Benalla”
consumer website promoting the region.
4. Capture a greater proportion of regional touring traffic through
improved signposting and use of digital marketing applications. Building and activating attractive precincts
• Develop the potential of the Art Gallery/ Lake Benalla area as a major new precinct for
5. Over the course of the Strategy period, work with operators and
communities and visitors.
investors to expand Benalla’s commercial accommodation options, as
a means of developing overnight visitor markets. • Work with retailers and service providers to build weekend ‘reasons to visit’.
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CONTENTS
DISCLAIMER
1.0 Setting the Scene 6 The information and recommendations provided in
this Tourism & Events Strategy are made on the basis
1.1 The Destination 7
of information available at the time of preparation
1.2 Tourism’s Contribution to Benalla 8 and the assumptions outlined throughout the
document. While all care has been taken to check and
2.0 Benalla’s Visitor Market 9 validate material presented in this report,
2.1 Who is visiting Benalla? 10 independent research should be undertaken before
any action or decision is taken on the basis of material
2.2 Benchmarking Performance 13 contained in this report. This report does not seek to
3.0 Destination Analysis 14 provide any assurance of project viability and
EarthCheck accept no liability for decisions made or
3.1 Strategic Access 15 the information provided in this report.
3.2 Benalla’s Destination Strength 16
The content of this report does not reflect the views
3.3 Key Tourism Experiences 17 of Benalla Rural City or other project partners.
EarthCheck or other project partners shall not be
3.4 Visitor Information Services 19
liable, in any way, for any loss arising from use or
3.5 Benalla’s Target Visitor Segments 22 reliance upon material in this publication by another
person.
3.6 Positioning of Benalla in the High Country 24
3.7 Tourism Roles and Responsibilities 25 Pictures of Benalla Rural City and surrounds are
provided courtesy of Benalla Rural City.
3.8 Strengths and Weaknesses 27
4.0 Vision and Direction 29 Case study imagery credited to source website, and all
copyright is attributed to the rightful authors.
4.1 Vision for the Future 30
4.2 Market Positioning 32
4.3 Aligning with Market Segments 33
4.4 Growth Targets 35
5.0 Strategies for Growth 36
5.1 Strategy to Deliver Growth 37
5.2 Strategic Priorities 39
5.3 Catalyst Projects 40
5.4 Supporting Actions 53
5
5.5 Enablers for Success 57
1.0 INTRODUCTION
1 . 1 T H E D E S T I N AT I O N
Benalla Rural City is situated to the north-west
of the Great Dividing Range and 180km north- Progressive Economy Connected Community
east of Melbourne.
Growing visitor numbers and expenditure Tourism provides the opportunity to tell
In addition Benalla – the region’s main service
centre, townships include; Baddaginnie, Benalla’s story, involving residents and
Devenish, Goorambat, Tatong, Thoona, business in delivering experiences and
Swanpool and Winton support a predominantly becoming proud advocates for the
Sustainable Environment destination.
agricultural and manufacturing workforce.
Tourism has not historically been a leading part Many, if not all of Benalla’s tourism
of Benalla’s economy, however there is Tourism offers opportunities to generate
experiences are also valued by residents,
significant potential for visitation and visitor revenue which can help environmental
contributing to it becoming a great
expenditure to grow, and to play a leading role programs and increase the understanding
destination to live and work, as well as visit.
in developing the region as a great place to live, of what makes Benalla special.
work and visit.
Successful tourism growth can play a leading
role in contributing to the city’s community
objectives of; a progressive economy,
connected community and sustainable
environment.
Figure 1: The Tourism Growth Cycle
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1 . 2 TO U R I S M ’ S C O N T R I B U T I O N TO B E N A L L A’ S
ECONOMY
Tourism in Benalla in 2017 is estimated to have
provided over $42 million to the local
economy; this is roughly 16% of all tourism 29%
28%
expenditure within the High Country1.
Tourism expenditure supports many industries,
as outlined in Figure 2, below. Based on
Tourism Satellite figures for the High Country,
Figure 2 outlines the areas where tourism
spend benefits the local economy. 15%
Within Benalla, this expenditure directly
11% 11%
supported 454 jobs within accommodation
and food services and arts and recreation 7%
services. This is not including other jobs within
the related retail sector, and should be
considered a conservative estimation due to
undercounting within the Census. Accommodation Ownership of Cafes, restaurants Air, water and Other retail trade All other industries
Dwellings and takeaway food other transport
A direct job is created for every $92,000 in services
tourism expenditure1.
Figure 2: Percentage of Direct Tourism Revenue in related Industry Sector
Source: Tourism Satellite Account for High Country 2015/16, published by Business Victoria
1 Tourism Satellite Account, Victoria 2015/16
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2 . 0 B E N A L L A’ S V I S I TO R M A R K E T
2 . 1 W H O I S V I S I T I N G B E N A L L A?
The International market represents only
REGIONAL VISITOR PROFILE Day Visitors
0.7% of visitation to Benalla Rural City, only
This regional profile has been built using Day visitors are the region’s most slightly less than the High Country overall
available visitor data collected through the significant market, accounting for an average of 1%.
International Visitor Survey (IVS) and average of 61% of total visitors over the
There has been an average of 2,125
National Visitor Survey (NVS). Where 2013-17 period. Day Visitors to Benalla
international visitors annually to Benalla
possible, Year Ending September 2017 data Rural City represent 12% of all day visitors
Rural City over the 2013-2017 period, who
has been used in analysing Benalla’s visitor to the High Country. Analysis of TRA data
have an average length of stay of 15 nights.
market, however, due to small sample indicates that day visitors to Benalla Rural
International visitors generate
sizes, five year averaged data has been City spend on average $84 per trip, making
approximately $1.8 million in expenditure.
used in some instances to ensure statistical this market worth approximately $14.7
robustness. million to Benalla Rural City in YE The combined worth of the visitor
September 2017. economy to the Benalla region is estimated
Overall Visitor Market
to be $41.1million in YE September 2017
Domestic Overnight Visitors
Benalla Rural City received 335,310 visitors which represents approximately 6% of the
in YE September 2017, accounting for 10% Domestic Overnight visitation is also an High Country’s overall expenditure.
of the High Country’s total visitation. important component of Benalla Rural
Figure 3: Benalla Visitor Market
City’s visitor economy – generating an
Visitation has grown by an average of 9%
average of 224,931 visitor nights each year 1%
since YE September 2013, albeit data
over the 2013-2017 period. Benalla Rural
shows significant fluctuations during this 38%
City currently holds an 8% share of the High
period. Averaging performance over the
Country’s Domestic Overnight market.
five year timespan, Benalla Rural City has
welcomed an average of 286,943 visitors Domestic Overnight visitors have an
61%
over the YE September 2013-2017 period. Average Length of Stay (ALoS) of 2.06
nights over the 2013-2017 period, and an
average spend of $109 per night. Domestic Day Domestic Overnight
International
102 . 1 W H O I S V I S I T I N G B E N A L L A?
Overall, 39% of all visitors to Benalla Rural
Travel Groups City originate from the Greater Melbourne
REGIONAL VISITOR PROFILE
The majority of visitors to Benalla Rural City region, followed by 17% from the High
Purpose of Visit
travel alone (30% average), or as an adult Country, 16% from Hume/ Goulburn and
The main reason to visit the Benalla region couple (27% average). Friends or Relatives 7% from Central Murray (VIC).
between 2013 and 2017 was for a Holiday travelling as a group is also common at
(59% average), followed by Visiting Friends 23%, while only 17% of visitors travel as a Of the Victorian market:
and Relatives (27% average), Business (8% family group. • 31% of day visitors are from the Greater
average) and ‘Other’ (includes employment Melbourne area
Visitors travelling alone have increased by
and education) (6% average).
an average of 34% p.a. since YE September • 27% of day visitors are from within the
This results in an overall Leisure market 2013, while Friends or Relatives travelling High Country region
(Holiday and VFR) which accounts for 86% as a group also experienced significant • 26% of day visitors are from the Hume/
of all visitation to Benalla Rural City. growth, with an average increase of 19% Goulburn region
p.a.
The market which grew the largest in this
• 66% of Overnight visitors are from the
period was Holiday, which saw an average Age Greater Melbourne Area
increase of 20%, which was a 7% p.a.
The 50+ age brackets account the largest Of the New South Wales source market:
greater increase than the High Country as a
proportion of Benalla Rural City’s visitors.
whole. • Day visitors are solely from The Murray
The High Country region also receives 45%
Visiting Friends and Relatives remained of its visitors from the 50+ age groups. region
relatively stable with a 1% p.a. average • 37% of overnight visitors are from The
overall increase, which is likely indicative of Origin of Visitors
Murray region
the stable population in the region. Benalla’s key source domestic markets are
from Victoria (88%) and New South Wales • 22% of overnight visitors are from
Business visitation as a whole decreased by Sydney
an average of 9% p.a. (9%).
• 12% of overnight visitors are from
Capital Country (ACT and surrounds)
112 . 1 W H O I S V I S I T I N G B E N A L L A?
Summary:
REGIONAL VISITOR PROFILE International visitors to Benalla Rural City
originate from United Kingdom (22%), New 335,310 visitors to Benalla Rural City
Zealand (17%), United States of America An average increase of 9% since
Figure 4: Visitor Origins (10%), and Germany (5%). The High 2013
Country tourism region has a similar
The majority (61%) are Domestic
international visitor profile.
Day visitors
Peninsula 6 Visitor Activities Account for 10% of High Country’s
Murray East 5 The top activities for visitors to Benalla are:
visitors
Melbourne… 15
• Visiting Friends and Relatives (22%) 256,072 (average) million visitor
Mallee 3
• Dining or eating out (22%) nights to the Benalla region:
Macedon
6% of High Country’s nights
High Country 46 • Pubs and clubs (8%)
The majority of visitors are from
Great Ocean… 2 • Sightseeing (7%)
domestic sources (88%)
Goulburn 45 • Go shopping for pleasure (6%) Melbourne is a key source market,
Gippsland 5 • Attending an organised sport event (5%) as are travellers from Hume/
Geelong and… 4 Goulburn and within the High
• Bushwalking (4%)
Central Murray 19 Country
Bendigo…
• Visiting museums and art galleries (3%)
5
Ballarat These are largely consistent with the High $41.1million in overnight visitor
Country’s visitor activity patterns, however
Melbourne 92 expenditure to the Benalla region
food-based activities such as wineries and
NSW total 25 markets feature more prominently in the Holiday and Visiting Friends and
- 100 regional offering. relatives remain the main reasons
to travel to Benalla region.
Visitors (Thousands)
122.2 BENCHMARKING PERFORMANCE
REGIONAL VISITOR PROFILE Table 1: Visitation and Expenditure in the High Country Region
The High Country is a growing tourism Benalla Alpine Wangaratta Indigo Towong Mansfield
destination with strengths in a number of areas
including snow sports, food and drink, nature- Domestic
Overnight 108,271 456,740 228,281 190,892 56,389 370,765
based activities, heritage and adventure
Table 1 shows a comparison of visitation % holiday 53% 88% 39% 63% 71% 83%
characteristics within the High Country.
% VFR 35% 10% 21% 20% 21% 10%
The Alpine region reflects the maturity of the
snow resort experiences, with a significantly % other 13% 2% 40% 13% 7% 6%
larger visitor market than any other region, Average Stay
longer average length of stay and higher spend (nights) 2.06 3.45 2.77 2.8 2.8 2.8
per night.
Benalla Rural City has a smaller visitor market Spend per
than most other parts of the High Country. $104 $158 $101 $145 No Data $99
Night
Leveraging existing points of difference such as International 2,125 8,328 4,501 3,337 1,203 5,859
a focus on arts, culture and events will provide
High Country visitors with additional reasons to Spend per
visit Benalla, and grow visitation. $58 $76 $46 $56 No Data $63
Night
Domestic Day 176,547 226,253 422,344 257,696 77,611 321,656
Spend per
$83 $78 $98 $87 No Data $69
Trip
133 . 0 D E S T I N AT I O N A N A LY S I S
3 . 1 S T R AT E G I C A C C E S S
Benalla is easily accessible from ROAD
Melbourne, being served by both the
The region is well connected, with both the
Hume and Midland Highways, and the
Hume and Midland highways criss-crossing
Melbourne to Wodonga passenger rail
Benalla region. By road, the region is
service.
approximately a 2.5 hour travel time from
Self-drive vehicles were the most popular Melbourne.
mode of transport to the region by visitors
AIR
(92%). A small volume of visitors travelled
by aircraft (1%) or by other transport Benalla Airport is not in commercial use,
modes (6%). This is consistent with travel but is the focus of a redevelopment aimed
to the broader High Country region. at increasing the capabilities of the Aviation
Museum and Gliding Club of Victoria to
Benalla is well positioned to leverage its
host larger events. Albury provides the
tourism appeal due to its highly accessible
closest regional airport, with connections
location on two major highways – providing
to Benalla available via train/ coach.
exposure to the touring market.
RAIL
Benalla is serviced by the V/Line Albury
Line. This 2.5 hour service operates daily
from Southern Cross Station in Melbourne
at approximately two and a half hour
intervals.
153 . 2 B E N A L L A’ S D E S T I N AT I O N S T R E N G T H S
Strong visitor economies thrive on their In recent years Benalla region has The area has a thriving motor sports
unique attributes and experiences – the all- gained a reputation as an emerging sector being home to the Winton
important reasons to visit or stop off on a cultural hub, with an emphasis on Motor Raceway which hosts domestic
trip. Sometimes these are practical reasons visual and public arts. racing competitions of all levels,
such as being ideally located as a stopping including the V8 Supercars
The Benalla Art Gallery is the focal point for arts Championships.
point on a touring trip, or they can be the
and cultural opportunities – its exhibitions and
stand out visitor experiences which motivate
programming attract approximately 40,000
a trip decision.
visitors per year. Winton Wetlands is of major tourism
significance, being a wetland
Benalla has built a strong program Benalla has a strength in terms of its heritage restoration project of national
of events. In addition to arts events assets and stories. From a tourism perspective, scientific, cultural & environmental
– cricket, motorsports and gliding as part of the wider High Country region, significance; the largest in the
events have also developed as Benalla plays part in the Ned Kelly Story. southern hemisphere.
drivers of visitation.
163 . 3 K E Y TO U R I S M E X P E R I E N C E S
BUSINESS AND CONFERENCE Contemporary heritage stories are also This includes leading assets such as the Art
accessible to visitors, including Benalla Gallery as well as important amenities for
The Meetings, Incentives, Conferences and
Aviation Museum’s collection - the original visitors including pubs, restaurants, cafes,
Exhibitions (MICE) sector is not a major
home of a World War II RAAF pilot training and shops, as well as precincts and places
market for Benalla, however, the region
school. where visitors can spend time. The area
does offer a range of facilities. The Benalla
around the Art Gallery and Lake Benalla is a
Performing Arts and Convention Centre Tourism North East has recently led the
natural focal point. In common with many
(BPACC) is a functions, events and preparation of an experience development
regional towns, Benalla tends to be quiet
performing arts venue, with a 344 seat plan which is designed to bring the Kelly
during the weekends with many shops and
auditorium. Winton Motor Raceway also Story to life. The potential for an extension
businesses closing. Opportunities exist for
provides facilities which serve this market. to the Benalla Art Gallery to play a leading
tourism activity to help generate the
As demonstrated by Benalla’s successful role in bringing the Kelly Story to Life has
business cases for local enterprises to
hosting of the World Gliding been recognised in this plan. The Gallery
extend their opening hours. Tourism
Championships, the region is capable of has been identified as having the potential
demand can help provide the business
hosting large events. The lessons learning to house some of the Kelly Collection and
cases to support local traders to extend
from hosting the Gliding Championships Kelly-related exhibitions. This concept also
service provision and opening periods into
can also be applied to larger business opens up the opportunity to review how
the weekends. Operations for local
events – presenting opportunities for key property assets are most appropriately
stakeholders’ consideration include:
region-wide packaging. used in Benalla’s visitor precincts. In
particular, if extension of the Art Gallery • Promoting awareness of opportunities
HERITAGE
and development of the Lake Benalla from visitor markets;
Benalla offers a proud and fascinating precinct proceed, there is an opportunity • Seeking consensus among traders to
history, ranging from Victorian era to examine how the building which houses extend business hours into weekends –
buildings, to museums and gardens. the VIC and Costume museum can be best initially on a rota basis and focusing of
utilised. peak visitation periods;
The region also hosts elements of the
• Introducing an events program to assist
North East’s Kelly Story, including the BENALLA’S ROLE AS A SERVICE CENTRE
in activating weekend footfall i.e.
Costume and Kelly Museum’s authentic
Benalla performs an important role as the Foodtruck Sundays etc; and
period costumes and dress.
Rural City’s principal service centre • Investing in activation ‘plug and play’
infrastructure in key precincts and CBD
locations which acts as a facilitator for a
wide range of activations.
173 . 3 K E Y TO U R I S M E X P E R I E N C E S
ACCOMMODATION The Glenrowan Wine Region mixes the folklore
and history of the region with high quality
Benalla currently has a broad mix of winemaking dating back to the beginning of
commercial accommodation, and privately last century, providing visitors with the
managed accommodation available opportunity to enjoy wine tasting, food and
through providers such as AirBnB and wine trails and cellar door sales.
Stayz. Desktop analysis indicates 73
accommodation offerings in Benalla Rural Surrounding regions in North East Victoria also
City at present. Nearly half (35) of all offer a broad range of authentic local food and
available accommodation are AirBnB drink experiences, providing the opportunity
rentals. Of the 35 AirBnB properties, 19 to a market-led approach to the continued
are located in the city of Benalla. development of region-wide trails and
experiences.
Accommodation No of Rooms
Type CYCLING
Commercial: Motels 133 North East Victoria has long been recognised
as having the strongest cycle tourism
Commercial: Hotels 16
credentials in Victoria and is primed to become
Commercial: Australia’s premier cycling destination. With
39 (but camping up to
Caravan Parks or around 100,000 overnight visitors coming to
900 people)
Camping the region to participate in cycling each year,
Non-Commercial
the region’s cycling visitation is double the
~136 average for regional Victoria. Developing cycle
(AirBnB etc.)
tourism is important for the region, and is
Table 2: Rooms by Accommodation Type in
priority for Tourism North East and the Ovens
Benalla Rural City Murray Regional Partnership.
While Benalla is not at the centre of the
Region’s cycling network, making the
FOOD AND DRINK
necessary connections into the network can
Benalla offers a range of food and drink ensure that the economic shares in the
experiences for visitors, including country forecast cycling market growth. Establishing
pubs, farmgates and local markets. the Winton Wetlands to Wangaratta Trail is a
particular opportunity in this regard.
183 . 4 V I S I TO R I N F O R M AT I O N S E R V I C E S
Provision of visitor information and As such, location is crucial - bricks and
marketing services by Council and its mortar VICs need to be sited in the
partners play important roles in supporting locations which provide them with the best
the visitor economy. opportunities to influence visitors – using
the personal interaction skills of VIC staff
Marketing, websites, digital platforms and and volunteers to provide added value.
social media provide the opportunity to
raise awareness and influence visitors prior From an operational perspective, key
to their arrival. trends include;
Benalla Visitor Information Centre (VIC) is a • VIC use is driven by situation, not visitor
fully accredited Visitor Information Centre, type. Most tourists will stop at visitor
which acts as a physical point of contact, centres if they require information
providing the opportunity to influence • Most trips are pre-planned
visitors when they are in the region. The
• Tourists most often make use of VICs
Centre also houses the Costume and Kelly Figure 5: Benalla VIC
when they are first time visitors
Museum which includes a display of Ned
Kelly memorabilia, including the Green silk • Influencing visitor behaviour and trip • Most common motivators for using a
sash Ned was wearing when he was decisions; and VIC are accessing information on
captured during the Glenrowan siege. • Contributing to economic benefits attractions, obtaining maps or finding
derived from tourism. information on activities and
As noted in the State Government’s
accommodation.
emerging Visitor Services Strategy, VICs’ key role is in influencing visitors when
consumers utilisation of information has in-destination - all other elements of the Figure 6: Customer Purchase Lifecycle
undergone significant changes. customer journey are influenced by other
Nonetheless, VICs play a crucial role in: means - marketing, websites, brochures
• Informing and educating visitors; and booking systems etc.
193 . 4 V I S I TO R I N F O R M AT I O N S E R V I C E S
However, the main influencer on visitor The VIC is recognised as having a number of • Mobile visitor information service which
information provision over the last decade is strengths: can easily move to multiple locations or
the adoption and application of mobile events within the city – these can take
technology. The ability to access information • An accredited VIC with strong levels of
the form of converted vehicles,
any place and any time (subject to visitor service;
caravans/towed trailers or simple
connectivity capacity) is a major contributing • A central location in Benalla CBD; demountable structures – tents and
factor to forecasts that walk-in customers to marquees etc;
• Easy customer access and parking; and
VICs in some locations may gradually decline.
• Co-locating visitor information services
While some customers will continue to • Co-location with the Costume and Kelly
actively seek out the service that VICs can at key visitor locations and areas around
Museum.
provide, the growing numbers of millennial the region (attractions, accommodation,
At present, the total number of visitors post offices, cultural and arts venue,
visitors are increasingly unlikely to take this
influenced by the VIC represents 4.2% of pubs, food outlets); and
option, especially if the VIC is not in a
Benalla’s visitor market, a figure which is
convenient location for them. • Extension of the VIC role to be hub for
typical of the proportion of visitors reached
VICs are frequently a Council’s largest single CBD activities – events and city-wide
by VICs in most regional locations.
investment in supporting the visitor economy, events.
Looking to the future, there are a number of
and if continuing value is to be built from this These options all have the merits. Table 3,
issues to consider:
investment, delivering the service in the same over, provides an overview of their relative
manner is unlikely to deliver the best return • The services offered by the VIC, and the strengths and weaknesses. Within the
on investment. VICs are also valued by local need to become ‘inspiration centres’ context of other potential development
communities, with often 50% of customers rather than simple providers as opportunities in Benalla, greatest short to
being from local origins – this is particularly information; medium term return on investment is likely
the case when booking and information to be delivered by initiatives which develop
• The potential of complementary and/or
services cover local facilities. services and extend the reach of the
alternative means of information
In the 2017 calendar year, Benalla VIC serviced delivery, for instance; existing centre (mobile services,
13,213 walk-in customers, 310 phone calls and partnerships with industry etc.). If a new
over 900 emails during this period. Over 60% location for the VIC is to be considered, it is
of walk-in enquiries were from interstate and recommended that that this should be only
regional Victorian visitors. as part of a larger development, where the
VIC is a complementary service to a larger
development.
203 . 4 V I S I TO R I N F O R M AT I O N S E R V I C E S
Table 3: VIC Opportunity Costs
Complementary to
Weaknesses Potential to grow impact of the service on influencing
Development Cost Operational Cost the current VIC or an
visitors in-destination
alternative
• Additional
management of • By taking the service to visitor hubs, locations
Mobile VIC services Medium Medium Complementary service and events, there is potential to research and
• Maintenance influence larger numbers of visitors
costs
• Impact is totally dependent on location, but
• Expensive option
potentially a significant impact.
which is still
• Development of standalone new VICs in recent
subject to the
years is not common – where facilities are
New VIC location High Medium Alternative same trends in
relocated they are frequently as part of a larger
information take-
visitor attraction, visitor centre or facility - the
up/ consumer
larger development providing a strong pull for
behaviour
visitation outside the services of the VIC itself
• Additional
• Subject to the sites chosen to distribute
management cost
information being high volume visitor
Co-location of information Complementary or • Training/
Low Low locations, this service can extend information
provision in other locations alternative upskilling of
provision beyond that the VIC can achieve on
information
its own
partners
• Dependent on destination circumstances (a
busy CBD, frequent events), developing this
Extended role for the VIC as a • Could dilute the option can assist in extending impact, however
Low Low Complementary
CBD activity hub role of the VIC the primary benefit is more strategic –linking
visitor information with overall CBD
management
213 . 5 B E N A L L A’ S TA R G E T V I S I TO R S E G M E N T S
Millennials are not currently an important Food & Wine Lifestylers seek to enhance
PRIMARY TARGET MARKETS FOR visitor market for Benalla, however the their sophisticated palate and culinary
BENALLA RURAL CITY wider High Country region has seen growth knowledge through an understanding
Day Leisure Visitors in younger age segments (in part driven by about everything food and wine. They
winter sports in the snow resorts). With an enjoy breaks where they can indulge in
Day visitors from Melbourne
appropriate experience mix, there is food and wine experiences with friends,
Day visitors who are staying potential to tap into this market in the often combined with other cultural and
overnight elsewhere in the High future. soft adventure activities (such as gentle
Country region walking and cycling activities). This
Visit Victoria’s extensive research into the
Conversion of passing road traffic domestic market has identified Lifestyle
segment regularly dines out locally and on
weekends away and likes to get to know
Leaders as its broad target market, giving
Domestic Overnight Visitors the characters and stories behind the food
valuable insight into the emotional
Victoria and NSW connection domestic visitors are seeking as
and wine from the winemaker or chef. This
is a secondary market for Benalla at
well as what they expect from a Victorian
The Leisure market (holidays and visiting present.
holiday. Lifestyle Leaders are found in all
friends and relatives) is currently a regions across Victoria and are segmented Inspired by Nature individuals seek active
dominant driver of visitation to Benalla, into four broad categories, each with their breaks where they can enjoy opportunities
and is a market segment which aligns with own specific motivation drivers, passions to reconnect with one another and with
the region’s emerging cultural and arts and interest. nature. They often seek destinations away
scene. Leveraging existing strengths is an from city life where there is the time and
enabler to the key objective of increasing Creative Opinion Leaders are trendsetters,
space to appreciate simple pleasures
Day Leisure visitation to Benalla. not followers. They like to be amongst the
together, yet still offer the creature
first to discover new places and
A wide range of visitors engage in Leisure comforts they are accustomed to. They
experiences to satisfy their desire to
activities, and particularly attention should regularly get away for weekends and want
explore. Their extensive social networks
be paid to; a choice of activities that allow them to get
and extroverted nature means that once
active to varied degrees. Their genuine
• Families they’ve visited a destination, the latest
environmental concerns lead them towards
exhibition or experience, they will generate
• Older Couples preferring an eco-tourism experience
positive word of mouth among their friends
where respect for natural surrounds is
• The “Culturally Curious” and family. This is the primary market for
paramount. This is a developing market for
Benalla.
• Millennials Benalla.
223 . 5 B E N A L L A’ S TA R G E T V I S I TO R S E G M E N T S
Enriched Wellbeing individuals seek Domestic Habituals are travellers who visit The Leisure Market is a catch-all phrase to
luxurious breaks to indulge personal the North East at least once each year. describe combined Holiday and VFR categories.
passions within a culturally rich, natural or These visitors tend to return to a consistent The High Country received 2.7 million domestic
rejuvenating setting. They want to enrich location and often travel with the same Leisure visitors in 2017, 1.31 million of which
their mind, body and soul, seeing an group. They are heavily influenced by the were Day visitors and 1.47 million of which were
authentic nature escape as an antidote to recommendations of friends and family Overnight visitors. Leisure visitors are likely to
busy city life, and value quality over price. members, prioritise value for money, and engage in nature-based, heritage and cultural
are often driven by familiarity with a activities, and are influenced by the
Benalla’s arts and culture experiences will destination. recommendations of friends and family.
appeal to this sector, but other high
quality is required to complement the arts Despite making up 28% of visitors to the Benalla Rural City currently holds 13.9% of the
and cultural opportunity. High Country, Habituals are not a High Country’s Day Leisure Visitor Market, and
marketing focus for the region, as they 6.4% of the Overnight Leisure Market which
have largely already predetermined where equated to 182,830 and 94,881 visitors
they will visit – giving little opportunity to respectively.
Lifestyle Leaders are the High Country’s influence their travel decisions.
primary target market due to their high The Day Leisure market is the primary focus for
value and ability to be influenced. With growth within Benalla, and will be the largest
contributor to achieving expenditure targets. As
the right combination of experiences, Developing new and improved a result, the aim is to increase the Benalla
Benalla is well placed to appeal to the experiences will be vital in helping to region’s Day Leisure market by 1.6%, to a total
creative opinion leaders segment. ensure the ongoing destination of 15.5% of the High Country, supported by an
satisfaction of Habituals in the High additional small growth of 0.8% for the
Overnight Leisure Market to a total of 7.2%. This
Country and Benalla. would result in an additional 53,708 Day Leisure
visitors and a further 25,464 Overnight Leisure
visitors in 2022 (above 2017 levels).
233.6 POSITIONING OF BENALLA WITHIN THE HIGH
C O U N T R Y TO U R I S M R E G I O N
REGIONAL TOURISM PRIORITIES • For the High Country to set industry best practice for the use of digital technologies across
The Victorian High Country Destination all aspects of the region’s offering, delivering a superior consumer experience that
Management Plan 2013-2023 sets an differentiates it from competitors; and
ambitious goal of increasing total visitation by • Maintain and grow a strong organisation and industry that delivers positive tourism
15% on a rolling five-year average (2013 outcomes for the High Country.
base). Key themes include: BENALLA’S POSITION WITHIN THE HIGH
• Achieve an ownership position in the COUNTRY
Victorian cycle tourism space and be Each part of the High Country has a unique
recognised as the State’s premier bike set of propositions – Benalla excels in its
destination; arts and cultural offering, leading on this
• To develop a range of leading nature- proposition.
based tourism hubs across the High
Country that act as regional visitation and
yield draw cards; MUTUALLY BENEFICIAL PARTNERSHIP
• To establish the region’s arts and culture Benalla’s continuing partnership
credentials to both diversify the relationship with Tourism North East is
demographic attracted to the High critical for the region to achieve its tourism
Country and increase dispersal; objectives. In practical terms, Benalla
operating on its own will not benefit from
• To evolve the winter offering of the major
the market reach that the regional
alpine resorts to ensure they continue to
Figure 7: Benalla – High Country Relationship cooperative marketing funds and access to
appeal to the visitor market and drive
the VisitVictoria and Tourism Australia
visitation, yield and job opportunities
consumer media channels can offer. In
throughout the region;
terms of assessing return on investment,
• To lead innovation in the food, wine and beer space, creating a competitive differentiator both Benalla and the High Country gain
for the High Country that drives tourism related visitation and yield opportunities from a mutually beneficial relationship.
throughout the region;
243 . 7 TO U R I S M R O L E S A N D R E S P O N S I B I L I T I E S
Tourism is primarily delivered by REGIONAL DEVELOPMENT VICTORIA The regional tourism boards were created to
businesses and communities providing act as the peak tourism organisations for their
Regional Development Victoria (RDV) is the
experiences to visitors, however, the areas, working in partnership with Visit
Victorian Government's lead agency in
complex nature of the industry means that Victoria, industry and a range of government
the three levels of government and range developing rural and regional Victoria. RDV partners to support and develop regional
of agencies play important roles. is a statutory agency within the tourism.
Department of Economic Development,
TOURISM AUSTRALIA TNE is the tourism board that represents the
Jobs, Transport and Resources - working
International Marketing of Australia. north-east of Victoria, which is the region
with state and local stakeholders to
known as the ‘High Country’. This region
VICTORIAN GOVERNMENT facilitate economic, infrastructure and
includes six shires – Alpine, Benalla, Indigo,
community development to improve the
A number of State Government Mansfield, Towong and Wangaratta – and the
quality of life for regional Victorians.
Departments play important roles in three major alpine resorts of Falls Creek, Mt
Tourism is recognised as growing in
aspects of the sector; however, Visit Buller and Mt Hotham.
importance as part of Regional Victorian
Victoria is the State’s primary tourism, communities, with RDV being a key VICTORIAN TOURISM INDUSTRY COUNCIL
business and major events company that supporter of tourism initiative where these
leads the sector in creating, curating and Victoria Tourism Industry Council (VTIC) is the
contribute to meeting economic,
communicating Victoria’s inspiring peak body for Victoria’s tourism and events
employment and social objectives.
experiences to maximise visitation. Visit industry.
Victoria’s objective is to build Melbourne TOURISM NORTH EAST
In partnership with the Victorian Chamber of
and Victoria into Australia’s number one Tourism North East (TNE) is one of eleven Commerce and Industry (Victorian Chamber),
tourism destination by delivering strong regional tourism boards established at the VTIC offers a range of services including
and sustainable growth across priority directive of Tourism Victoria (now Visit networking connections to tourism and events
markets. Its purpose is to revitalise the Victoria), the State tourism body. professionals, input to its ‘one voice’ policy
visitor economy, by generating $36.5 agenda, accredited training, and business
billion in visitor spending by 2025 and advisory services.
support more than 320,700 jobs.
253 . 7 TO U R I S M R O L E S A N D R E S P O N S I B I L I T I E S
BENALLA RURAL CITY COUNCIL • Economic development and business
support;
Benalla Rural City Council plays a leading role
in the visitor economy. Key roles include; • Investment and maintenance of public
realm i.e. streetscape, local amenities etc
Core Tourism Services
• Cultural and Arts facilities including the Art
• Visitor Information Centre and information
Gallery;
services;
• Countryside Management; and
• Marketing (website/brochure);
• Leisure and recreation assets and facilities
• Support for Events;
• Tourism product and experience
developments; and BUSINESS AND COMMUNITY
• Partnerships (including Tourism North The Shire has a number of business and
East), communication and leadership. community groups who are important
contributors to the visitor economy. The
Infrastructure and Assets
Benalla Business Network promotes, supports
Many of the facilities that adds to the tourism and brings businesses in the district of Benalla
appeal of a destination, have community together through leadership, advocacy,
benefits as the primary rationale for provision. networking opportunities - it acts as a conduit
Outside core tourism services, Council also is between local business and council and
responsible for a wide range of services which updates its members through the newsletter.
support the visitor economy including:
• Preparing and implementing a local
planning framework which ensures that
appropriate comes forward in a timely
manner;
263.8 STRENGTHS AND WEAKNESSES ASSESSMENT
The following table presents a summary of the region’s strengths and opportunities. The themes all represent areas where action can
contribute to developing a more competitive destination.
STRENGTHS OPPORTUNITIES
Benalla Art Gallery is established as a significant Growing Benalla’s positioning as a cultural and arts hub
regional gallery Activation of cultural and heritage opportunities including;
Winton Motor Raceway, including major events Continued development of the Gallery
including the Supercars Championships Precinct development around Lake Benalla/ Benalla Art Galley
Benalla Festival is established as an annual Consolidation and continued development of key festivals including Wall to Wall
cultural event and Benalla Festival
Growing recognition for the Wall to Wall festival Outdoor Art Installations
Scenic rural landscape Development and activation which ensures Benalla is part of the North East’s Kelly
Easily accessible with several highways connecting Story
the region Further development of the Raceway’s role as a key visitor attractor, developing its
Lakes (Benalla and Mokoan)/Winton Wetlands potential as a visitor precinct and making improved connections with Benalla as a
Spaces for nature based activities destination
Heritage Growing Benalla’s share of the region’s day visitors
Urban art scene Growing the potential of agribusiness/ food and wine as part of Benalla’s tourism
Active sports clubs (Gliding) experience offering
Stable VFR and Holiday market Nature-based and soft-adventure activities, including Development of the Mokoan
Good value high street proposition, including free Project at Winton Wetlands
parking Improved highway signage/ taking a strategic approach to rationalising/managing
A strong and growing regional cycle network signposting
through implementation of the Optimisation Creative collaborations between industry, community
Project Rationalisation/maximisation of local resources invested in destination marketing
Opportunity to establish the Winton to Wangaratta cycleway
Taking a market-led approach to developing opportunities – not being constrained by
administrative boundaries
273.8 STRENGTHS AND WEAKNESSES ASSESSMENT
WEAKNESSES AREAS OF CONCERN
Reliance on the drive tourism market Poor digital connectivity
Recognition as a visitor destination from communities and Poor & inconsistent directional signage
businesses is limited Need for more tourism products to be developed as motivators for
Winton Motor Raceway’s calendar of events including the Supercars trips
Championship is a key attractor, however a significant proportion of Limited preference for the region outside of Victoria
visitor expenditure from major events is not currently retained in the Untapped Indigenous tourism potential
Benalla economy.
The Raceway’s typical visitor market is very distinct from Benalla’s
other strengths as a destination
Limited commercial hospitality sector
Poor data availability to track progress
Limited activities for families
Signage would benefit from rationalisation and improvement
Benalla is quiet at weekends, with business closures limiting options
for visitors
Poor industry cohesion and collaboration
284.0 VISION & DIRECTION
4.1 VISION FOR THE FUTURE
Our Vision A series of key strategic priorities will act as • Taking advantage of Benalla’s location
enablers in the achievement of the vision: in close proximity to busy highways to
By 2022, the Benalla attract new visitors. Rationalisation of
OFFERING ICONIC EXPERIENCES
existing signposting can play an
region will be • Build a depth and range of experiences important role in this regard
recognised as the High which provide visitors with a compelling
range of reasons to visit Benalla. PARTNERSHIPS, ENGAGEMENT AND
Country’s cultural • Maximise emerging assets in nature-
OWNERSHIP OF TOURISM IN BENALLA
centre. We will be based ‘art in the landscape’ tourism • Work in partnership with Tourism North
activities to provide a range of East, VTIC and mainstream business
known for our thriving experiences which showcase the region. support providers to grow industry
arts and culture scene, EVENTS
capacity and capability to support
delivery of high quality tourism
driven by quirky events • Build a strong year-around program of experiences.
and artisan products curated events to promote visitation and
• Develop a strong understanding of the
increase visitor interest in the area.
and connection to value of tourism within Council, local
• Develop and strengthen cultural and businesses and the community.
nature. events offerings towards the goal of
• Promote ownership and pride within
consolidating Benalla’s reputation as the
This Vision will be. supported by the business and the community and
cultural centre of the High Country.
brand story: encourage continuous improvement in
LEVERAGING EXISTING STRENGTHS service delivery to the benefit of overall
“To see the art in • Building on Benalla’s strengths in art and
visitor experience delivery.
everything”. culture, heritage and nature-based • Co-ordinated marketing of Benalla,
tourism; placing emphasis on based on close collaboration with
encouraging the continued development Tourism North East and local partners,
of existing products and experiences. incorporating social media, Official
Visitor Guide, and the single “Enjoy
• Making better connections between
Benalla” consumer website promoting
Winton Motor Raceway and Benalla,
the region.
ensuring the region fully benefits from
this key asset.
304.1 VISION FOR THE FUTURE
CO-ORDINATION AND ORGANISATION BUILDING AND ACTIVATING ATTRACTIVE
PRECINCTS
• Develop governance structures which
enable tourism development and are • Develop the potential of the Art Gallery/
adaptive to market disruptors and Lake Benalla area as a major new
emerging trends precinct for communities and visitors
• Promote a culture of connectivity, • Work with retailers and service
engagement and innovation which is providers to build weekend ‘reasons to
supportive of investment visit’
• Create an investor-friendly environment
to promote the establishment of novel
events, cultural projects and enabling
infrastructure which enhance visitor
experience and interest.
BRANDING, MARKETING AND
POSITIONING
• Curate and package a clear and decisive
public brand
• Be curators and stewards of cultural and
natural heritage
• Rationalise local marketing investment
to build impact and return on
investment
314.2 MARKET POSITIONING
Unlike its regional neighbours, Benalla has This indicates a willingness to move beyond
a distinct cultural tourism offering which traditional interpretation of cultural heritage
has enabled the region to carve out its own and provides an opportunity to create a
cultural and artistic niche. It is recognised cohesive and innovative tourism product
that this distinct experience offering which provides visitor with a unique,
presents an opportunity to strengthen engaging and meaningful experience.
Benalla’s positioning in line with broader
Benalla’s future as a rich cultural and events
regional goals.
destination relies on the strategic leveraging
Benalla’s community and business and development of assets. Benalla has an
stakeholders have expressed an emerging arts and cultural industry which is
enthusiasm for consolidating and growing in reputation and has potential to
developing Benalla’s cultural tourism increase both profile and visitation while
offerings, for which the foundation has contributing and fulfilling broader regional
already been laid through the Benalla Arts goals. Supporting and evolving Benalla’s
Gallery and grassroots development of offering in this cultural direction will rely on
events such as the Benalla Festival and investing in the year-around provision of art
Wall to Wall Festival. and events which showcase the region as
well as striking supporting infrastructure
which enhances visitor experience while
ultimately building consumer interest and
visitation.
324.3 ALIGNING WITH MARKET SEGMENTS
Benalla Rural City has a number of experiences which offer the potential to align with visitor expectations in target markets. These areas will
be the focus for product development and marketing initiatives.
Events Market Offering Cultural and Art Products and Experiences Nature-Based Experiences
Benalla’s events and cultural scene is gaining Benalla has a number of assets which are The Mokoan Project at Winton Wetlands
traction, and offers a rich array of immersive and attractive to target leisure markets: and is considered a restoration project of
engaging activities for residents and visitors alike. national scientific and cultural significance,
• Benalla Art Gallery attracts approximately and provides a massive landscape for
Current major events in Benalla include: 40,000 visitors per year and is a hub for exploration in addition to the established
cultural and arts activities nearby National Parks such as Warby-
• Benalla Festival;
• Benalla has gained renown for its Ovens National Park and Reef Hills National
• Wall to Wall Festival; Park. These sites provide nature-based
contemporary art scene, including the
• Winton Motor Raceway’s calendar of events silos and street art visitors with an engaging mix of culture,
including the Supercars Championship; stunning views of the region and are easily
• The Mokoan Project at Winton Wetlands accessible from Benalla. Tourism North
• Country Racing calendar; is a highly significant Indigenous cultural East has highlighted a goal to become a
and heritage site. Both sites reflect
• Victorian Road Racing Championships; and cycle destination, and these spaces may
histories for both indigenous and colonial provide an opportunity to diversify nature-
• Historic Winton. cultures which have re-emerging stories based and adventure tourism in the Benalla
Events such as these present major drawcards of after the decommissioning of the Lake region.
attracting visitors and their associated expenditure Mokoan site in 2009.
to the Benalla region and have the ability to
provide a base performance to consolidate and
later leverage through proactive, cooperative
approaches to product development. These
demonstrate a trend towards major events, which
are supplemented by the local calendar of markets,
track days and museum open days.
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