CASE STUDY / ST ARNAUD
TOURISM RESILIENCE ACTION PLAN
CLIENT: Northern Grampians Shire Council (VTIC)
DTM Service: Strategy Planning
Completed: Current
PROJECT SUMMARY
WORK WITH THE ST ARNAUD COMMUNITY TO BUILD A SUSTAINABLE VISITOR ECONOMY .
The Northern Grampians Shire Council (NGSC) is undertaking an exciting new project to set out the vision and aspirations for the visitor economy of St Arnaud and surrounds over the next five years. The St Arnaud Tourism Resilience Action Plan will enable NGSC to work with our community to grow prosperity in the region by giving compelling reasons for visitors to stop, stay and spend.
DTM was appointed to lead the development of the action plan following a successful programme of capability building with a core group of St Arnaud tourism operators.
Heritage Facades In Napier St
HERITAGE
The project seeks to identify opportunities to leverage St Arnauds significant heritage architecture and Goldrush history.
Kara Kara Winery, St Arnaud
AGRITOURISM
As a major agricultural service centre, opportunity to develop agritourism visitor experiences is a high priority outcome.
Mural Art Trail By Kyle Torney
ARTISANS
A vibrant artistic community lives in St Arnaud with potential to be positioned as a cultural hub for the wider Grampians region.
2. THE CHALLENGE
HOW TO CREATE DIVERSITY IN VISITOR EXPERIENCES AS A COMPETITIVE ADVANTAGE.
Following a period of sustained natural disasters, including bushfire and floods, the NGSC determined that visitor economy in the region was in decline. Heavily reliant on visitors to the Grampians National Park, the NGSC determined that to reinvigorate the regions tourism potential, a focus to diversifying the visitor experience in addition to nature-based tourism was required.
In 2021, as a result of Covid-19 border closures and travel restrictions, more Victorians have travelled to the Grampians. A significant gateway silo art project has recently been completed. Awareness should be growing for the Northern Grampians from its largest source market; Melbourne. Our challenge is to explore the gains that have been achieved in awareness, unearth the unique character of St Arnaud and surrounds and identify practical tourism projects which will resonate with the regions visitors, to create a sustainable tourism future.
3. OUR APPROACH
ST ARNAUD - WHAT IS IT ABOUT THIS QUIRKY FRENCH NAME?
We approach each tourism project with a thirst to understand the region’s stories. Why would a town established in the early stages of the Bendigo Gold Rush, be named after a military commander of the French Foreign Legion? How can we build a place brand and inspire the community with fresh ideas?
WE ASK A LOT OF QUESTIONS
With such rich heritage in Gold Mining, we have sought to understand the legacy for the region some 170 years later. What makes St Arnaud different to other heritage towns in Victoria? Are there unique and authentic experiences that exist here and no-where else?
WE GET CREATIVE
Working with themes of experience, we create new storyboards. We work with new concepts aligned to visitation trends, success stories in similar regions and then use our extensive experience in tourism logistics to assess if concepts can become practical and profitable.
WE ENABLE NEW DIRECTIONS
The last thing we want is a report that sits on a shelf, never to see the light of day. Our recommendations are made with clear directions to enable communities to implement real change.
4. THE OUTCOME
OUR ST ARNAUD PROJECT IS IN PROGRESS
Although we are right at the beginning of this project, we are already inspired by the character of St Arnaud. The beautification in the main street, with grape vines intertwined through bull nose verandahs and facades of Victorian lacework, oozes a heritage charm that is ripe for a vibrant retail precinct. There is a positive approach to preserving rich stories and encouraging visitors to linger a while longer.
The agricultural landscapes in the Kara Kara region tell us that this is an industrious community who work hard, but come together with warmth and good will. It is this pride in the community that will nuture new, immersive experiences for visitors to share
