Gippsland Plains Rail Trail Committee of Management

Submission by Gippsland Plains Rail Trail Committee of Management

to the

Parliament of Victoria

Environment & Natural Resources Committee

Inquiry into

Heritage Tourism and Ecotourism in Victoria

August 2013

Contact: Helen Hoppner

Also see attached MARKETING PLAN for further reference. Prepared by Alan Lewis & Rachel Lewis Lewis McNaughton PTY LTD As adopted by Gippsland Plains Rail Trail CoM March 2013

Visit Gippsland Plains Rail Trail on Facebook GIPPSLAND PLAINS RAIL TRAIL COMMITTEE OF MANAGEMENT INC.

Chairperson: HELEN HOPPNER

ABN : 49 152 690 887

SUBMISSION TO THE ENVIRONMENT AND NATURAL RESOURCES COMMITTEE

Re: Inquiry into Heritage Tourism and Ecotourism in Victoria

Thank you for the opportunity to provide input into this inquiry.

The Gippsland Plains Rail Trail (GPRT) Committee of Management are currently overseeing the final stages of completion of the 65 Km trail from Stratford to Traralgon in Gippsland.

Upon completion, the potential for this trail to be recycled into a multi-use track for cycling, mountain biking, walking, hiking and horse riding will create new market and investment opportunities for the region by integrating with existing trails throughout Gippsland making it a premier destination for domestic and international visitors.

This submission would like to address the:

1. Scope of ecotourism and heritage tourism in central Gippsland, Victoria 2. The potential to develop ecotourism and heritage tourism and to its economic benefits for the region, and; 3. Current status of local industry and obstacles

The GPRT is a rich corridor of cultural and environmental diversity that can weave economic prosperity into the townships along its path showcasing our historical heritage and environmental value.

Additionally, to reconnect culturally significant features while highlighting the many historic attractions on and off the trail is, equally, a desired attraction that only serves to better educate the next generation to the significance of our past and to its impact on our future.

GPRT is a recreational trail that will help the seven township communities en route to establish economic security through eco-tourism and sustainability that fully connected trails bring to local communities.

A fully operational Rail Trail would become a significant tourist icon capable of attracting and capitalising on tourist visitors to other areas of Gippsland.

Therefore the trail has the potential to be a premier destination for domestic and international visitors.

If you wish to clarify any points made in this submission do not hesitate to contact me

Yours sincerely

Helen Hoppner Chairperson - Gippsland Plains Rail Trail Committee of Management Inc.

OVERVIEW

Origin of the Gippsland Plains Rail Trail

This 65km trail is the abandoned Traralgon –Stratford Junction Rail line in Central Gippsland, Victoria.

In response to community requests, state government had the abandoned railway lands converted to Crown Land set aside for public ownership following the closure of the line between 1985 and 1995 - the land is now administered by the Department of Environment and Primary Industries and managed by the Gippsland Plains Rail Trail Committee of Management since 1999 to the present day.

As a rail trail, it connects with two operational stations on the main Gippsland rail line, namely Traralgon in the west and Stratford in the east with the trail in between connecting with the former station sites of Glengarry, Toongabbie, Cowwarr, Dawson, Heyfield, Tinamba and Maffra.

The committee was provided with a capital grant of $130,000 by the Department against budget estimates of $589,000 - $800,000 dependent on standard of surface finish, gravel or sealed. No estimate of maintenance cost of the finished track was provided. In 2001 the cost was estimated at $1,490,000 - $1,624,000. The only source of income to the Committee is from reserve leases, which amounts to $4,000 per annum and a grant from Latrobe City of $3,000 per annum2. The reserve area of the Maffra Station and adjoining land leased commercially was not vested and therefore this source of income has not been available to the committee.

Since 2008 The Committee has been able, with the support of the Wellington Shire Council and various grants from the Victorian Governments, to complete the following track upgrades to a suitable gravelled surface finished to a standard that will take a bituminous seal when funds become available.

1 Now Department of Sustainability and Environment, the Committee is appointed for three year terms 2 This grant has been made available since 2006

Stratford to Maffra - Completed 2009 Maffra to Tinamba - Completed 2011 Glengarry to Cowwarr Works in Progress Schedule to complete 2013 ($200,000 Government Grant $23,000 Local contribution) Tinamba to Dawson Proposal for funding in 2013 (Local contribution of $30,000 raised) Dawson to Cowwarr By pass of Thomson River (Estimated cost >$ 1,000,000) Glengarry to Traralgon Review of Latrobe River Bridge been undertaken 2013 ($600,000 government grant available)

The Gippsland Plains Rail Trail Committee of Management have worked assiduously to complete the Trail which, when completed will be a significant community asset and provide a wide range of benefits socially, environmentally (retention of remnant vegetation) and economically as a tourist destination and an essential component of the local, regional, state and national transport networks.

The Trail, in the regional context, will be a major tourism destination and community asset providing an alternative transport network between towns contributing to community health and wellbeing3 and providing significant economic benefit to the region by the opportunity to showcase the region’s rich heritage, agriculture, industry, natural environment as an iconic tourism element. It will showcase the unique role played by this area in the historic development of Gippsland. The Macalister Irrigation District is the most productive dairy country in Australia with 24% of Australia’s dairy produce coming from areas abutting the Gippsland Plains Rail Trail.

The unfinished trail passes through high quality dairy country, and offers sweeping views of the Great Dividing Range to the north and the Strzelecki Ranges to the south and is unique as visitors can connect to and travel by train to either end of the trail.

Since 2009, significant bridge infrastructure has occurred on the trail ensuring vital connections between township communities.

The major priority is the completion of the Glengarry to Traralgon section to provide the all- important link over the Latrobe River (below)

3 Refer Wellington Shire Healthy Living Plan Actions 41 Natural Assets Open Space and 26 Integrated Transport Network including development of cycle paths

History of the Traralgon-Stratford railway

The Traralgon-Maffra-Stratford railway was constructed to serve the rich farming and timber producing areas around these towns, and was constructed in several stages.

By 1883 the new line from Traralgon had reached Heyfield, and was extended to Maffra in 1886. A branch line from Maffra to Briagolong was opened in 1889, and the final part of railway from Maffra to Stratford (joining the main Gippsland line to Bairnsdale) was opened by 1890.

The Maffra railway was used for haulage of large quantities of freight including agricultural produce and timber as well as bringing in inbound supplies such as food and machinery.

From the time of the line’s opening a daily passenger train service was provided to Traralgon, which was finally withdrawn in 1977. By that time the railways had lost much of their business to competing road traffic, although the line was used to carry through freight trains from Orbost until October 1983, when the new station at Sale was opened.

Regular freight services on the line were then terminated and trains only operated as required for large consignments of bulk products. By the mid- 1980s the condition of major bridges had deteriorated and the line was closed in stages from the Traralgon end commencing in 1987. The track on this section was dismantled and later re-used on wheat haulage lines elsewhere in Victoria.

Special passenger trains occasionally visited the line, with a steam hauled heritage train travelling from Melbourne to Maffra via Stratford in August 1990.

The section of line between Maffra and Stratford remained in operation for the occasional haulage of containerized milk products until 1993, when it finally closed, marking the end of over a century of rail services on the Gippsland plains.

The line has now passed into history after performing its role in the development of the region, but lives on as a Rail Trail for future generations to enjoy.

1/ SCOPE OF ECOTOURISM AND HERITAGE TOURISM IN CENTRAL GIPPSLAND

The GPRT covers many local sectors of tourism that promote health and wellbeing including nature based and ecotourism, adventure tourism, cultural, arts, heritage, touring, food and wine.

Nature based eco-tourism

Eco-based nature tourism of walking, cycling and horse riding will experience wetlands, unique nature reserves, waterways, ecosystems and farm stays – see following table

Adventure based

#off trail adventure experiences for GPRT is:

mountain biking (exiting Glengarry, Toongabbie, Heyfield) 4-wheel drives & visitation to Walhalla Horse trail riding (exiting Toongabbie, Cowwarr, Heyfield) Kayaking / canoeing on Thompson River and Cowwarr Weir (from Toongabbie/Cowwarr) Snow skiing, cross country and touring (via Tyers – exit Glengarry) Glenmaggie Weir water sports (exit Heyfield, Tinamba) Potential also for trail biking and rally driving as event standard locations available out of Tinamba

Off-trail adventures will be created utilising the hills to the west of Glengarry - Rawson, Baw Baw and Walhalla through to Heyfield with adventures exiting the trail on route. These include Extreme Mountain biking from Glengarry, Toongabbie and Blores Hill at Heyfield. Four Wheel Driving via Bruntons Bridge or tourist drives to Walhalla, Mountain Horse riding for Toongabbie through to Heyfield, Water sports for Thomson River into Cowwarr Weir and Glenmaggie Weir out of Heyfield.

Historically

Every township has significant historical features and buildings with the focus on museums, heritage listed buildings, vintage displays (Maffra cars), interpretative signage, gold–era heritage and intact archives – see following table

The history is diverse, considerable and interesting with most towns, currently, set up to accommodate tourist interest.

UNIQUE FEATURES/ASSETS, HERITAGE AND ECOTOURISM OPPORTUNITIES OF THE GPRT

Category Traralgon To Glengarry To Toongabbie To Cowwarr To Dawson To Heyfield To Tinamba To Maffra To Stratford

Distance km 11 8 9 4 6 10 7 10 Between

Strzelecki Strzelecki Strzelecki Strzelecki Strzelecki Strzelecki Strzelecki Strzelecki McMillan expedition in expedition in expedition in expedition in expedition in expedition in expedition in expedition in expedition in Mar 1840 Mar 1840 Mar 1840 Mar 1840 Mar 1840 Mar 1840 Mar 1840 Mar 1840 Jan 1840

Loyang Squatting Rosedale Squatting Rosedale Squatting Hayfield Squatting Hayfield Squatting Hayfield Squatting Mewburn Park Boisdale Squatting Strzelecki Lease established Lease Established Lease Established Lease Established Lease Established Lease Established Squatting Lease Lease Established expedition in 1844 1844 1844 1841 1841 1841 Established 1841 1840 Mar 1840

Traralgon to Traralgon to Town established Town Town McEvoy’s Track Heyfield to Maffra Heyfield to Maffra Stratford Heyfield Heyfield as part of track to established as established as to Jordan Railway Railway opened Squatting Railway Railway deliver supplies part of track to part of track to Established opened 1 1887 Lease officially officially from Port Albert deliver supplies deliver supplies 1862 Established opened 1883 opened 1883 on Drays to from Port Albert from Port Albert Briagolong Maffra to 1848 Gold Fields on on Drays to on Drays to Traralgon to Bush Band has Briagolong stock horses Gold Fields on Gold Fields on Heyfield Railway a song called Railway opened Heyfield to

stock horses stock horses officially opened “The Last Train 1889 Maffra Railway Connection

Archie Campbell’s 1883 From opened 1887 Track to Walhalla Traralgon to Traralgon to Briagolong” established in 1862 Heyfield Railway Heyfield Railway Heyfield to Maffra Officially opened Officially opened Railwayopened Was the largest Ned Stringer and 1883 1883 1887 sugar beet party discovers producing area in

Heritage Heritage gold at Walhalla in Historical 1887 Feb 1863 and dies Connection to in Toongabbie in Glenmaggie Sep 1863 (original station and P/O name) Traralgon to Heyfield Railway Officially opened 1883

Traralgon Refurbished Heritage Listed Heritage Butter Lakeside Antique Powerscourt Stratford Historical Station Historic Rail Mechanics Institute Factory C 1918 Machinery Siding Society and

turntable and Station & Village Green (now gallery Art Museum Museum engine shed Space) Maffra Sugar Ned Stringer Temple St Beet Historic Stratford Memorial Museum Courthouse &

Federation Gippsland Vehicle features Historical Historical Grandstand Collection

Cemetery Historical society

Traralgon To Glengarry To Toongabbie To Cowwarr To Dawson To Heyfield To Tinamba To Maffra To Stratford

Traralgon – Moe - Tyers Great Alpine Trail Wetlands Walk Blores Hill Wetlands Walk Stratford Arts Trail Morwell – Moe Junction Rail Mountain Bike Trail Consider possibility Consider poss bility Park Macalister Avon River Boolarra – Mirboo of opening Archie of opening River Walk Heritage Trail North Rail Trail Moondarra Rail Campbell’s track to McEvoy’s track

Trail Walhalla to Jordan Connection to The Knob Reserve Traralgon - Loy Sale Yang – Traralgon Stratford Highway Trails South Park

Grand Strzelecki East Gippsland

Linking with Linking other Track Rail Trail

Howitt Trail

Aboriginal The region was occupied by the Brayakooloong Clan of the Gunnaikurnai for over 10,000 generations with the recent upgrade of the Bataluk Cultural Trail Native Police Graveyard the opportunity exist to tell how they managed the region prior to European settlement, some of the plants that they relied for food which are now extinct and Force 1845- opposite the impact of European settlement. 1853 Stratford Cheese Factory Indigenous

Traralgon Narkoojee Toongabbie Cowwarr Art Development of Heyfield Tinamba Macalister Park Apex Park – Vineyard Winery Rail Trail Space - Clive Flora Reserve Wetlands Tavern Trailhead General Store Murray-White Centre Macalister General Store sculpture studio Glenmaggie Wetlands Avon River Robotic Dairy Hotels Weir At Winnindoo Cricketers Hotel Pino Deriu Stores & Stores Glenmaggie Cowwarr Weir Winery Mineral Hotels Accommodation Collection General Store Blue Gables Caravan Park

Vineyard Pino's Cave Abington Farm Memorial Park

B&B Arms Bellbird Corner Johnson St nature reserve Hotels Avon Ridge Other Vineyard Maffra Cheese Caravan Park

Backpackers Hostel

Murray Goulburn product showcase Stores 2/ ECOTOURISM AND HERITAGE TOURISM AND TO ITS ECONOMIC BENEFITS FOR THE REGION

The GPRT fits the objectives criteria of past and current trails strategies of:

Sustainability Be accessible, safe and deliver quality and memorable experiences for users Experiences Provide access to distinctive landscapes, and where appropriate include support facilities, signage and interpretation Capacity to Manage, Maintain & Promote Have the support of landowners and land managers Be sufficient capacity (skills, resources and funding) within government, the community and in some cases, the tourism industry to sustainably design, construct, manage and promote trails. Benefits have the potential to provide a range of associated benefits, including: environmental outcomes (e.g. revegetation, soil erosion management) economic development (e.g. attracting visitors and influencing them to stay longer and spend more) enhancing lifestyle (e.g. providing opportunities for activities that will improve the health and wellbeing of local communities)

#See attached appendix Gippsland Plains Rail Trail Marketing Plan n

The tourism benefits of the GPRT has the potential to be a tourist icon for the central Gippsland region having regard to heritage & cultural, transport connections and the relationship with the vistas observed from the trail that provide a virtual show case of the power industry, Macalister irrigation district, timber industry at Heyfield and the Alpine National park making it a premier destination for domestic and international visitors.

As well, the townships are becoming more progressive, not only individually, but also collectively in preparation of a completed trail and expected positive outcomes. This project will create employment opportunities in a diverse range of industries, including hospitality, retail, service industries, tourism, construction and trade in the construction of the trail and bridges as well as for the townships.

To be considered:

Once completed, the GPRT would support the all-important and established 94km East Gippsland Rail Trail from Bairnsdale to Orbost for this trail railhead also sits on the same Gippsland V/Line train route. Together, these trails will offer healthy outdoor activities; environmentally friendly transports routes and contribute to the economic, social and tourism benefit for our communities.

Unique aspects of the Gippsland Plains Rail Trail:

The GPRT rail head is both at Traralgon and Stratford and more importantly sits on the operational Gippsland V/Line train route for public transport access at either end, i.e. catch the train to Traralgon, journey along the Gippsland Plains Rail Trail to Stratford then catch the train from here. The GPRT is the only trail in the state that has a rail head at each end. In close proximity to local airstrips at Traralgon and Sale GPRT is well placed to Tarra Bulga and Baw Baw National Parks and is central to Gippsland Lakes, East Gippsland, Alpine National Park and Wilson’s Promontory to tap into the various nature based and adventure activities across Gippsland Already, significant attractions to Latrobe Valley’s east, north and south of historical and cultural significance The all-important Walhalla & Mountain Rivers region is 30 minutes north of the Latrobe Valley with Toongabbie being the historic supply town en route of the gold fields. #Rail trail use through the townships of Toongabbie and Cowwarr would also support the historic township of Walhalla which is %100 dependent on tourism as off-trail adventure tourism would feed off these points. The GPRT covers many local sectors of tourism that promote health and wellbeing including nature based and ecotourism, adventure tourism, cultural, arts, heritage, touring, food and wine. The CoM has an ongoing working partnership with many agencies to create & maintain wetlands, new habitat reserves & bio link corridors on the trail, protecting remnant nature reserves and increasing revegetation offering protection of environment and wildlife. GPRT is capable of supporting events with extreme mountain biking being at the forefront. Full amenities exist in all township including shelter, seating & water, food outlets and/or cafes, bakeries, counter meals & taverns. Only Toongabbie is yet to establish accommodation.

A completed GPRT will see new investment in the region in the form of accommodation & hospitality, small business and property investment. When completed, this trail will form part of the transport infrastructure through the area and will connect to other trails and tracks to form a wider Gippsland tourism opportunity.

All ‘off trail’ adventure experiences for GPRT would incorporate private investment. The GPRT would also support the underdeveloped regional food and wine sector.

Contributions of Rail Trails are as multi-user trails sited along disused rail lines, and have been extensively developed throughout Australia. Due to their relatively benign gradients and the trails’ differentiation from vehicular roads, these trails have become particularly attractive to recreational cyclists. Many also traverse countryside and small towns extremely attractive to tourists, many of whom have been introduced to cycling through Australia’s network of Rail Trails. There is strong evidence from this study that recreational cyclists are a high yield, high spending market, and one that is predominantly highly educated. This segment provides numerous economic and social opportunities for regions such as the Gippsland Plains Rail Trail. (ref: ECycling in Regional Communities Study)

The benefits to the community to provide a continuous link from Traralgon to Stratford with:

Reconnection of all bridge structure – only 2 to reconnect between Traralgon and Glengarry & the western entry to the township of Maffra forming part of the transport infrastructure A completed trail will link smaller communities together, while also linking two municipalities, Wellington Shire and Latrobe City. These links are of significant importance due to the diversity and historical heritage of the region and the successful retention of vital historical infrastructure. Create a link for all trails and tracks in the region integrating with existing trails throughout Gippsland Vegetation management along the trail allowing for improved management and preservation of the natural environment Community capacity building with new capital works Improve options for active and passive recreation Strengthen the link between tourism and economic development Improve real estate options

3/ CURRENT STATUS OF LOCAL INDUSTRY AND OBSTACLES

Currently, the completion of the GPRT is dependent upon securing funds for the last small section between Latrobe River Traralgon and the interconnection to the township.

The CoM and network partnerships regularly meet with Regional Development Victoria for update as the RDV are the current fund managers overseeing this most recent infrastructure development.

The current status of the more well-known trails in Gippsland receive excellent visitation due to stable climate and closeness to regional centres.

As such, Gippsland has seen a documented increase in tourism to the wider region yet Latrobe Valley and Wellington shire have no significant tourist attraction able to capitalise on these increased numbers.

What is of a particular advantage for future marketing of a completed trail is peak tourism body, Destination Gippsland’s, as an industry leader in tourism marketing and development of strategic and iconic Gippsland trails.

This company has the ability to attract to this region and capture economic yield from increased visitation to ensure a viable and environmentally sustainable industry.

It makes good business sense to invest in projects that have proven documental evidence of successful and positive outcomes, to complete a project that draws on the support of the community, is culturally and historically significant, environmentally friendly, provides alternate transport links and will improve lifestyle options for passive and active recreation.

GIPPSLAND PLAINS RAIL TRAIL

MARKETING PLAN

Prepared in Conjunction

With

Alan Lewis & Rachel Lewis Lewis McNaughton Pty Ltd

As adopted by GPRT COM March 2013

Page 2 of 2

Index

1. Executive Summary

2. About this Plan

3. Gippsland Plains Rail Trail an Overview

4. Strategic Overview Gippsland Plains Rail Trail Committee of Management

5. Review of Opportunities

6. Market Overview

7. Marketing Plan

8. Implementation

Appendices

Appendix 1 Strategic Overview - The Process

Appendix 2 Review of Relevant Stakeholders Relationships/ Issues

Appendix 3 Review of Strategic Choice Elements

Appendix 4 Opportunities Relating to Heritage & History

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1 Executive Summary

The Gippsland Plains Rail Trail is 65km in length and connects with two operational stations on the main Gippsland rail line, namely Traralgon in the west and Stratford in the east. The trail in between connects the former station sites of Glengarry, Toongabbie, Cowwarr, Dawson, Heyfield, Tinamba and Maffra. Currently the Trail has a good quality gravel surface between Tinamba – Stratford and Glengarry - Cowwarr. The gravel surface between Dawson - Tinamba is of poor quality and investigations into its upgrade are being undertaken. Sections of the Trail between Traralgon – Glengarry and Cowwarr – Dawson are closed as a consequence of the bridges over the Latrobe River and Thomson River been damaged or removed, investigation into the Latrobe River crossing is currently been undertaken

The Gippsland Plains Rail Trail Committee of Management was first appointed in 1999 following the closure of the line between 1985 and 1995.

As a condition of the capital grant towards the section Glengarry – Cowwarr the committee were required to complete a Marketing Plan in undertaking this task the committee assisted by Lewis McNaughton undertook a workshop to review the strategic choices that were required to be made in the context of its responsibilities to manage and maintain the rail reserve, stakeholder assessment, the opportunities presented by its unique geographic location, the target markets and the actions required to target those markets

The Plan identifies the principle markets as Metro Melbourne, Regional Victoria and the Local Communities, targeted at people who ride and people who walk. Appropriate tourism collateral and track infrastructure required is identified and costed.

As the link to the Traralgon Station is a key element in marketing the Trail to the principle market and therefore this activity should be deferred until the Trail is completed it is recommended that the initial marketing activities should focus on the development of the Tourism Collateral and Infrastructure component of the plan. Essential to this is the development of a unique logo and branding.

2 About This Plan

This is stage one of Gippsland Plains Rail Trail’s Marketing Plan. It provides the framework for the committee’s projected marketing strategy for the next five years. At the time of preparing stage one, the trail is not complete. Some sections are unusable and others are of poor standard. The trail is not currently at a stage where it can be marketed.

When the trail is completed from Stratford to Traralgon, it will be ready to be marketed. Stage two of GPRT Marketing plan will then be developed. Stage two will be based on the framework presented here. It will consist of detailed implementation plans for each section of the trail. These plans will be relevant to issues that are relevant at the time. Stage two will be viewed as a live document that is adapted and changed in response user interest, community partnerships and economic opportunities as they arise.

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3 The Gippsland Plains Rail Trail an Overview

The Trail is in the reserve that was once a rail line connecting the towns of Traralgon, Glengarry, Toongabbie, Cowwarr, Heyfield, Tinamba, Maffra and Stratford. The Traralgon – Cowwarr section was closed in December 1986, Cowwarr- Maffra August 1987, Maffra- Stratford February 1995. The reserve was gazetted on the 24th June 1999 as crown land managed by the Department of Sustainability and Environment. By that time Vic Rail had removed the line and other assets, buildings were sold off and structures vandalised or removed illegally.

Public action to secure the reserve for a Trail started in 1994. Public meetings were held in Toongabbie, Cowwarr and Heyfield during 1996 and in September 1996 at the Heyfield meeting a community committee called the Gippsland Plains Rail Trail Group was formed.

The Committee of Management was appointed on 9th June 1999 by the then Minister for Conservation and Land Management1 whilst the reservation of the Trail as crown land was gazetted on the 24th June 1999. The committee was provided with a capital grant of $130,000 by the Department against budget estimates of $589,000 - $800,000 dependent on standard of surface finish, gravel or sealed. No estimate of maintenance cost of the finished track was provided. In 2001 the cost was estimated at $1,490,000 - $1,624,000. The only source of income to the Committee is from reserve leases, which amounts to $4,000 per annum and a grant from Latrobe City of $3,000 per annum2. The reserve area of the Maffra Station and adjoining land leased commercially was not vested and therefore this source of income has not been available to the committee.

Since 2008 The Committee has been able with the support of the Wellington Shire Council and various grants from the Victorian Governments to complete the following track upgrades to a suitable gravelled surface finished to a standard that will take a bituminous seal when funds become available

The Trail in the regional context will be a major tourism destination and community asset providing an alternative transport network between towns contributing to community health and wellbeing3 and providing significant economic benefit to the region by the opportunity to showcase the region’s rich heritage, agriculture, industry, natural environment as an iconic tourism element. It will showcase the unique role played by this area in the historic development of Gippsland. The Macalister Irrigation District is the most productive dairy country in Australia with 24% of Australia’s dairy produce coming from areas abutting the Gippsland Plains Rail Trail.

1 Now Department of Sustainability and Environment, the Committee is appointed for three year terms

2 This grant has been made available since 2006 3 Refer Wellington Shire Healthy Living Plan Actions 41 Natural Assets Open Space and 26 Integrated Transport Network including development of cycle paths

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4 Strategic Overview Gippsland Plains Rail Trail Committee of Management

Workshops were held with the Committee of Management to review the strategic choices to be made in the development of the Marketing Plan. This process and the outcomes is described in Appendices 1 the key issues emerging from this review

 Committees Role

To manage the Gippsland Plains Rail Trail crown reserve on behalf of the Minister for Environment and Climate Change, i.e. responsible to manage, improve, maintain and control the reserve in accordance with the provisions of the Crown Land Reserves Act 1978.

 Committees Vision

A high standard, well maintained and funded Trial providing a unique tourism experience for visitors to Central Gippsland and fully utilized as the major alternative transport link connecting adjoining communities

 Key Strategies to Achieve this Vision

o Generate capital funding to complete a fully sealed trail with a high quality standard of infrastructure celebrating its unique location o Develop a marketing plan based on the unique geographical and historic location of Trail (Station to Station) to targeted market segments with a unique logo and appropriate tourism collateral fully utilising all media types. o A cost effective maintenance program implemented that matches the needs of the Trail o Secure long term income stream commensurate with requirements for maintenance and marketing o Communicate effectively with all stakeholders o Comprehensive integration of Trail into other trails within region

5 Review of Opportunities

To ensure that the trail experience take into account the attributes of the unique location beginning and ending at the operational stations of Traralgon4 and Stratford. The following assessment defines those opportunities, expected outcomes and the actions that need to be taken and incorporated into the marketing plan.

5.1 State and Regional

The majority of tourists to Gippsland are from metropolitan Melbourne (48%)5 and Regional Victoria (38%). Having regard to the existing market characteristics it is estimated that the target population who ride regularly is 1,213,018 which for a sealed track could attract some 20,500 visitors per annum and generate some $6m annually6

The combined population of Latrobe City and the Wellington Shire above aged 15 years is 92,000 of which 34,500 ride regularly. It is estimated that on any given weekend 1,200 cyclist would use a gravel Trail increasing up to 3,6007 cyclists if the Trail was sealed this group of regional riders would spend annually $150,000 if gravel, or $430,000 on “coffee and cake” if sealed in the connected towns.

The Trail has the potential to be the tourist icon for the central Gippsland region having regard to the heritage, transport connections and the relationship with the vistas observed from the Trail that

4 Begin GPRT at Station at Traralgon and use current network of Latrobe City cycle paths via Traralgon Creek to Marshalls Road 5 TOURISM VICTORIA Gippsland Market Profile Year Ending December 2011 6 Research undertaken in Easter 2006 on the Murray to Mountains trail established that 8,300 used the trail over the Easter weekend contributing $2.1m in direct expenditure 7 Response to the Advert in the Gippsland Times and Latrobe Valley Express would indicate that residents in towns not connected within the Municipalities (Sale & Morwell) would regularly use the trail if sealed

7/08/2013 4:59 PM Page 6 of 6 provide a virtual show case of the power Industry, Macalister Irrigation District, timber Industry at Heyfield, High Country and the Alpine National Park as a back drop.

REGIONAL ASPECT OPPORTUNITIES OUTCOMES ACTIONS CONTEXT STATE Connecting to Metro Potential to develop Increase in Develop other States Melbourne an off road bike international relationship and Regions 505,000 experience and intrastate with other regular Melbourne Sydney 8 tourist Trails (joint riders marketing Experience of train to Increase in initiatives) Traralgon cycle to visitors utilising Stratford and return public transport Market from Stratford9 by potential of Regional train. Estimated Green, Clean Victoria income from and 170,000 Ensure total trail from cyclist based Sustainable regular Traralgon to Stratford tourism is $6m image riders mentioned

Unique Only Glengarry to Partnerships Define Attributes of Cowwarr is with local unique Trail as mentioned in current tourist attributes that compared to strategies as work is attractions can be other riding in progress defined in tourism Will stimulate logo or name experience Imminent completion development in Victoria’s of Glengarry to tourism Align with Cycle Tourism Stratford infrastructure in government Action Plan region strategies 201 1 – 2015

REGIONAL An alternative Latrobe Providing a Reduces Councils as transport 9,000 commuter link bicycle policy agree system regular between towns accidents on to support the connected to riders road system development other regions A regional link of of the Trail as East remnant vegetation Increase in a component Gippsland linked with open tourism visits of the West Wellington space networks Transport Gippsland 5,200 Development Network South regular Marketed as an and promotions Gippsland riders Iconic Tourist of Gippsland as Align with Attraction a bike safe government environment strategies Latrobe Valley with a tourism plan is under connection of development off road Trail

8 In response to advert was contacted by an International Visitor who was riding Melbourne to Sydney using the Lonely Planet 2000 Guide book used sections of the East Gippsland Rail Trail indicated that she had passed two groups doing the trip in the opposite direction. 9 Email from group of cyclist who had read advert in paper after spending week end on East Gippsland Trail confirmed that there group would regularly use the trail if available

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5.2 Local Opportunities The following table list the opportunities for partnerships and sponsorship’s with local communities with respect to interpretive signs and other track infrastructure that can be installed as a consequence of the unique geographical and historical location of the GPRT. Category Traralgon To Glengarry To Toongabbie Cowwarr To Dawson To Heyfield To Tinamba To Maffra To Stratford To Distance Between 11 8 9 4 6 10 7 10 Potential Local 2,000 162 115 45 235 59 532 205 Bike User Numbers Other Trails Traralgon – Moe - Tyers Great Alpine Wetlands Walk Blores Hill Wetlands Walk Stratford Arts Morwell – Moe Junction Rail Trail Mountain Bike Trail Trail Consider Park Macalister Boolarra – Consider possibility of River Walk Avon River Mirboo North Moondarra Rail possibility of opening Heritage Trail Rail Trail Trail opening Archie McEvoy’s track Connection to Campbell’s to Jordan Sale The Knob Traralgon - Loy track to Reserve Yang – Walhalla Traralgon Stratford South Highway Park

Grand East Gippsland Strzelecki Track Rail Trail

Howitt Trail Heritage/Historical Strzelecki Strzelecki Strzelecki Strzelecki Strzelecki Strzelecki Strzelecki Strzelecki McMillan expedition in expedition in expedition in expedition in expedition in expedition in expedition in expedition in expedition in Mar 1840 Mar 1840 Mar 1840 Mar 1840 Mar 1840 Mar 1840 Mar 1840 Mar 1840 Jan 1840

Loyang Rosedale Rosedale Hayfield Hayfield Hayfield Mewburn Park Boisdale Strzelecki Squatting Squatting Squatting Squatting Squatting Squatting Squatting Squatting expedition in Lease Lease Lease Lease Lease Lease Lease Lease Mar 1840 established Established Established Established Established Established Established Established 1844 1844 1844 1841 1841 1841 1841 1840 Stratford Squatting Traralgon to Refurbished Town Town Town McEvoy’s Track Heyfield to Heyfield to Lease Heyfield Historic Rail established as established as established as to Jordan Maffra Railway Maffra Railway Established Railway Station part of track to part of track to part of track to Established opened 1887 opened 1887 1848 officially deliver supplies deliver supplies deliver supplies 1862 opened 1883 Traralgon to from Port Albert from Port Albert from Port Albert Maffra to Heyfield to Heyfield on Drays to on Drays to on Drays to Traralgon to Briagolong Maffra Railway Traralgon Railway Gold Fields on Gold Fields on Gold Fields on Heyfield Railway opened 1887 Station officially stock horses stock horses stock horses Railway opened 1889 turntable and opened 1883 officially opened engine shed Archie Traralgon to Traralgon to 1883 Powerscourt Campbell’s Heyfield Heyfield Siding

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Category Traralgon To Glengarry To Toongabbie Cowwarr To Dawson To Heyfield To Tinamba To Maffra To Stratford To Track to Railway Railway Heyfield to Walhalla officially officially Maffra Railway Briagolong established in opened 1883 opened 1883 opened 1887 Bush Band has 1862 a song called Historical Temple St “The Last Train Ned Stringer Connection to From and party Glenmaggie Briagolong” discovers gold (original station at Walhalla in and post office Was the largest Feb 1863 and name) sugar beet dies in producing area Toongabbie in Sep 1863

Traralgon to Heyfield Railway officially opened 1883

Heritage Listed Mechanics Institute

Village Green

Federation Grandstand

Cemetery

Indigenous The region was occupied by the Brayakooloong Clan of the Gunna kurnai for over 10,000 generations with the recent upgrade of Native Police Aboriginal the Bataluk Cultural Trail the opportunity exist to tell how they managed the region prior to European settlement, some of the Force 1845- Graveyard plants that they relied for food which are now extinct10 and the impact of European settlement. 1853 opposite Stratford Cheese Factory Site11 Other Traralgon Narkoojee Toongabbie Cowwarr Art Development of Heyfield Tinamba Macalister Park Apex Park – Vineyard Winery Rail Trail Space - Clive Flora Reserve Wetlands Tavern trailhead General Store Murray-White Centre Macalister General Store sculpture studio Glenmaggie Wetlands Avon River Robotic Dairy Weir At Winnindoo Cricketers Arms Lakeside Pino Deriu Stores

10 “The Tragedy of the Disappearance of the Yam-Daisy or Murnong “ The Story told in an interpretive sign situated in the Sale Common 11 Gippsland Times 2nd December 1885

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Category Traralgon To Glengarry To Toongabbie Cowwarr To Dawson To Heyfield To Tinamba To Maffra To Stratford To Hotel Antique Glenmaggie Mineral Machinery Winery Collection Hotels Cowwarr Weir Museum Blue Gables Pino's Cave Caravan Park General Store Hotels Vineyard Maffra Sugar Memorial Park Abington Farm Stores Bellbird Corner Beet Historic B&B nature reserve Museum Avon Ridge Accommodation Vineyard Maffra Cheese Gippsland Vehicle Collection

Johnson St Hotels

Caravan Park

Backpackers Hostel

Murray Goulburn product showcase

Stores

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6 Market Overview The Exercise, Recreation and Sport Survey (ERASS) 2010 published by the Australian Sports Commission, uses categories of “walking - other”, bike riding and “bushwalking”. The survey found that walking was the most common activity participated in at least once in the year prior to the survey by persons aged 15 years and over (participation rate of 36.6% of the population), cycling was the fourth most common activity (participation 7.6%) and bushwalking was the eighth most common activity (participation 4.6%). The number of recreational walkers in Australia then is therefore likely to be somewhere between the number of people who answered that they went walking and those that said they went bushwalking, that is, between about three quarters of a million and six million for walkers and just under one and a half million for bike riders.

On a local level the Trail connects towns with a population of some 27,70012 people above the age of 15. The sections of the Trail adjacent to towns is used by local residents for recreational walking on a daily basis particularly in the smaller settlements where the Trail is also currently used by small number of local cyclists as a safer option than the main road network even though the surface is rough13. It is also noted that horse riders use the Dawson Section of the Trail14 . Of this local population 18,300 have access to bikes and 6,200 ride regularly15 which means that up to 985 locals could be using a portion of the track, if it was sealed, on any given day many for commuting to work. Of the people who have access to bikes an estimated 1,900 do not ride as they are concerned about their safety riding on the road network, but would ride on an upgraded preferably sealed16 cycle path.

From the perspective of the road management authorities, VicRoads, Latrobe City and Wellington Shire the investment in the sealing of the Trail reduces the number of cyclist on the road network thus improving the safety of the road network. The Trail at the local and regional level should be considered as a legitimate component of the transport system. For maximum participation it is essential for the Trail to be connected to local networks particularly at Traralgon, Maffra and Stratford.

6.1 Market Review for people who ride bikes Location Latrobe Wellington Region Traralgon Glengarry Toongabbie Cowwarr Tinamba Heyfield Maffra Stratford Local Metro Melb Victoria Totals City Shire Regional

Population above 15+ 58,299 33,576 91,875 18,967 1,042 742 287 379 1,515 3,427 1,323 27,682 3,260,801 1,094,444 Access to Bikes 38,477 22,160 60,638 12,518 688 490 189 250 1,000 2,262 873 18,270 2,152,129 722,333 Ride in last month 12,967 7,468 20,435 4,219 232 165 64 84 337 762 294 6,157 725,267 243,426 Ride regularly 9,042 5,208 14,250 2,942 162 115 45 59 235 532 205 4,293 505,750 169,748 Concerned about riding on roads 6,541 3,767 10,308 2,128 117 83 32 43 170 385 148 3,106 365,862 122,797 Bike ownership base on Australia Sales

12 Census 2011. 13 In response to advert and discussion with range of residents and businesses - Maffra to Fulton Road is used regularly by cyclists to avoid the Maffra Stratford road that is considered too dangerous for riding – Stratford residents regularly access to Maffra but concerned re having to travel on road to connect with trail. All comments infer greater usage if sealed. For Cowwarr and Tinamba residents it is their only safe walking track. 14 A submission from a regular rider of the Dawson Section note that the catches are set too low on the gates to open from horseback and that high bridge needs side rails. 15 More than five times per month 16 By far the greatest response to advert is from regular cyclist (more than five times a month) who request that the path be fully sealed and cite the Murray – Mountains Trail as an example usually mentioning that they have travelled on that Trail recently.

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Location Latrobe Wellington Region Traralgon Glengarry Toongabbie Cowwarr Tinamba Heyfield Maffra Stratford Local Metro Melb Victoria Totals City Shire Regional

MTB 9,051 5,213 14,264 2,945 162 115 45 59 235 532 205 4,298 506,237 169,912 Road 1,491 859 2,350 485 27 19 7 10 39 88 34 708 83,406 27,994 Comfort / Hybrid 2,425 1,397 3,821 789 43 31 12 16 63 143 55 1,151 135,625 45,521 Population of regular users 0 Local usage regular basis (now) 5 10 Estimated Regular usage Gravel 6,311 3,635 9,946 2,053 113 80 31 41 164 371 143 2,997 353,014 118,484 Estimated usage Spray Seal 8,002 4,609 12,611 2,603 143 102 39 52 208 470 182 3,800 447,589 150,227 Estimated usage Bituminous seal 11,729 6,755 18,484 3,816 210 149 58 76 305 689 266 5,569 656,041 220,191 Daily Use / Population Estimated Regular usage Gravel 1,052 606 1,658 342 19 13 5 7 27 62 24 499 58,836 19,747 Estimated usage Spray Seal 1,334 768 2,102 434 24 17 7 9 35 78 30 633 74,598 25,038 Estimated usage Bituminous seal 1,955 1,126 3,081 636 35 25 10 13 51 115 44 928 109,340 36,699 Estimated use Tourist Gravel 16,577 7,616 2,370 Estimated use tourist Seal 21,018 9,657 3,005 Estimated use B/C 30,807 14,154 4,405 Estimated direct Expenditure $198,927 $2,102,102 $654,237 $2,955,267 Gravel Estimated direct Expenditure Seal $252,222 $2,665,272 $829,513 $3,747,007 Estimated direct Expenditure B/C $369,687 $3,906,546 $1,215,835 $5,492,068

6.2 Market review for People Who Walk

Wellington Metro Victoria Total Total Location Latrobe City Region Traralgon Glengarry Toongabbie Cowwarr Tinamba Heyfield Maffra Stratford Local Shire Melb Regional Victoria Interstate

Population above 15+ 58,299 33,576 91,875 18,967 1,042 742 287 379 1,515 3,427 1,323 27,682 3,260,801 1,094,444 4,355,245 People Who Walk at Least Weekly 5,235 288 205 79 105 418 946 365 7,640 People Who Bushwalk at Least Weekly 114 6 4 2 2 9 21 8 166 People Who Walk at Least Monthly 1,252 69 49 19 25 100 226 87 1,827 People Who Bushwalk at Least Monthly 247 14 10 4 5 20 45 17 360 People Who Walk at Least Annually 21,337 12,289 33,626 6,942 381 272 105 139 554 1,254 484 10,132 1,193,453 400,567 1,594,020 People Who Bushwalk at Least Annually 2,682 1,544 4,226 872 48 34 13 17 70 158 61 1,273 149,997 50,344 200,341 Intrastate Visitors Who Walk 235,430 99,813 335,243 103,075

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7 Marketing Plan

The focus of the marketing plan is on the target market that will have the highest return for the expenditure. Based on the above figures this would be the Melbourne metropolitan area. Local and regional areas could be marketed through the “Destination Gippsland” or similar group.

7.1 Principle Markets  Metropolitan Melbourne -3,260,801 People  Regional Victoria (Excluding Latrobe City and Wellington Shire) -1,094,444 People  Local - Latrobe City and Wellington Shire -91,875 People

7.2 Principle Market Segments  People who ride -722,333 People  People who walk -1,237,211 People  Promote clean, green, low carbon footprint (Use of public transport)

7.3 Promotional Activities  Use the resource of Bicycle Network Victoria (Expo, Magazines, website)  Rail Trail Australia website  Develop a newsletter for the local community, businesses and digital release  Roadshows for local community groups, schools etc.  Develop Attraction Passport of local businesses

Required Tourism Collateral and Infrastructure

7.4 General Tourism Collateral Budget  Develop unique logo and branding -$5,000 - $10,000  Develop Tourism Brochure (initial run 10,000) -$2,000 - $ 4,000  Web site -$5,000 - $15,000  Facebook Page -$2,000 - $ 5,000  Apps for mobile phones -$2,000 min  Fold up Banners -$500

7.5 Signage  Railhead Signage (partnering opportunity) 2 required -$2,500 each income Annual $500 per business  Station Signage (partnering opportunity) 6 required -$2,500 each income Annual $500 per business  Interpretative Signs(sponsorship opportunity) (refer table 3.2) -$ 800 each Income $1,000 one off payment  Trail Furniture – Seating, shelters etc.  General Signage  Promotional Signage

Other Activities

7.6 Relationships  Partnerships with bike hirers at Station Heads  Partnerships with local business (e.g. Cafes B&B’s Winery’s and producers)  Develop relationships with local museums, Art Galleries to provide community displays

7.7 Major Event/s  Develop an annual events calendar for the trail based around o Music o Sport o Gourmet food & wine o Market days

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8 Implementation

Currently the GPRT is accessible as follows -

 Stratford to Tinamba (17km) – Good Quality  Tinamba to Cowwarr (20km)– Poor Quality (road section to bypass Thomson River)  Cowwarr to Glengarry (17km)- Good Quality  Glengarry to Traralgon (11Km) – Poor quality (road section to bypass Latrobe River no formally defined route from Traralgon Station to Trail opposite Marshalls Road)

The link to the Traralgon Station is a key element in marketing the Trail to the principle market and therefore this activity should be deferred until the Trail is completed. It is therefore recommended that the initial marketing activities should focus on the development of the Tourism Collateral and Infrastructure component of the plan essential to this is the development of a unique logo and branding

A J Lewis R A Lewis

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Appendix 1

Prior to preparing the Business and Marketing Plan a workshop with the members of the Gippsland Plains Rail Trail Committee of Management was held to review the GPRT’s strategic directions this enabled the plan to be determined having regard to the total responsibilities of the Committee of Management and the opportunities presented by the trails unique location. Subsequent discussions and consultations have been undertaken to finalise the marketing plan.

STAKEHOLDER OVERVIEW

Include a complete understanding of who are our stakeholders and the impact and influence of the stakeholders on the committee decision making process

MISSION - VISION

The reason for the being of the organisation and the articulation of how that Mission will be achieved.

OBJECTIVES

The desired future position on roles for the organisation

STRATEGIES GOAL / PERFORMANCE PLANS/PROGRAMS MEASURES The general direction in which The specific targets to be Resource consuming set of the objectives are to be achieved within a time frame activities through which pursued strategies are implemented and goals pursued.

MARKETING PLAN

FUNDRAISING PROGRAM

MAINTENANCE PLAN

COMMUNITY / STAKEHOLDER RELATIONSHIPS PLAN

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Appendix 2

Review of Relevant Stakeholders Relationships/ Issues – Gippsland Plains Rail Trail Committee of Management A comprehensive review of key stakeholders was undertaken and an assessment of how the committee will manage the relationships and what the implications on the organisation are.

Stakeholders Relationship / Issues Action

Users Groups Establish why they use the trail Define target markets Local - Regular –Transport and what attributes are Create awareness of GPRT Recreation considered necessary for Advise of promotions and Regional - Tourist success of the trail. planned events (They are the very reason for Encourage feedback of GPRT the trail development.) conditions and potential improvements of the experience. Department of Sustainability Responsible for appointment of Committee to follow guidelines and Environment Committee set out in Committee Of Management Responsibilities Land manager and Good Practice Guidelines Approvals (DSE Document)

Source of funding and information

Have appropriate reporting processes in place

Establish credibility of GPRTCoM as a responsible manager of the trail Wellington Shire Wellington Shire Walking and Commitment to GPRT and Cycling Strategic Plan 2012-16 ongoing support required Tourism Plan (recurrent funding The GRPT CoM will work with arrangements) the Wellington shire to determine the availability of Understand context of GPRT in ongoing support for the council strategies maintenance of the GPRT within the Wellington Shire. Latrobe City Latrobe City Bicycle Plan 2007 - Commitment to GPRT and 10 ongoing support required Traralgon Station Master Plan (recurrent funding 2011 arrangements) Tourism Plan The GRPT CoM will work with Understand context of GPRT in the Latrobe City to determine council strategies the availability of ongoing support for the maintenance of the GPRT within the Wellington Shire. Tourism Tourism Victoria’s Regional Commitment to GPRT and  Wellington Regional marketing and Development ongoing support required Tourism Plan 2011-2012 Gippsland Ongoing marketing, joint  Latrobe Tourism promotions and advertising Advisory Board support  Destination Gippsland  Tourism Victoria  Cycling Victoria  Bushwalking Victoria Government Federal Australian National Cycling Establish Dialogue

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Stakeholders Relationship / Issues Action

(Regional Development Strategy Australia) Local members Grants Victorian Government Victorian Cycling Tourism Establish credibility to manage Action Plan both capital and annual funds Victorian Trails Strategy efficiently and affectively (Victorian Trails Coordinating Committee) Local Members Regional Development Victoria The funding partner of the State Apply for appropriate grants (RDV) Government that reports on the where applicable progress and outcomes of projects to the Minister for Monitor Programs Regional and Rural Development Local community Increase the usage of the Create awareness of GPRT by Local community service groups GPRT by the local community. local promotional activity and Increase ownership events Help with trail maintenance Create a friends group Establish volunteer tourist guides Abutting Owners Maximise value of relationships Review opportunities  Lease of Reserves to achieve positive outcomes for Develop a newsletter or other  Licences all method of communications  Positive attitude to trail Local Attractions Joint promotions/ partnerships Develop interpretive signs  Wineries Sponsorship for events on sponsorship  Indigenous Heritage GPRT Develop Gateway signs &  Art galleries Develop sponsored signage sponsorship  Hotels Develop ongoing partnerships  Restaurants Communicate about events  Accommodation planned for GPRT  Agriculture  Industries CFA Emergency Services Develop emergency response plans Local Schools Increase usage by local schools Create awareness of GPRT in their day to day teaching Riding to school / inter town Increase ownership felt by the visitations local schools Railtrails Australia Joint promotions of the GRPT in Create awareness of GPRT and Other Rail Trails relation to other Trails in the unique elements of trail area Advise of promotions and planned events

VicRoads Responsible for Traralgon Communicate as required Maffra Road Approval of signs and installation West Gippsland Catchment Responsible authority for Develop a standard structure Management Authority structures on waterways that is efficient and cost Southern Rural Water effective i.e. Eaglehawk Creek Philanthropic Groups Grants and donations for Create awareness of GPRT construction and ongoing GPRT to investigate becoming maintenance eligible for tax deductable gifts Contractors Construction and maintenance Develop an appropriate annual of trail repair and maintenance contract

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Appendix 3 Review of Strategic Choice Elements Establish our future vision and how it is going to be achieved Mission To manage the Gippsland Plains Rail Trail crown reserve on behalf of the Minister for (Purpose of being) Environment and Climate Change, i.e. responsible to manage, improve, maintain and control the reserve in accordance with the provisions of the Crown Land Reserves Act 1978. Vision A high standard, well maintained and funded Trial providing a unique tourism (Aspirational) experience for visitors to Central Gippsland and fully utilized as a major transport link by adjoining communities Objectives 1 Trail developed and maintained to a standard commensurate with providing a (Articulation of the unique tourism experience and as a key element in Central Gippsland transport mission) network 2 The Trail as a major tourist attraction for Central Gippsland with maximum penetration of key markets i.e. metro Melbourne bicycle riders 3 Secure long term environmental and economic sustainability of GPRT by effective utilisation of assets and partnerships with business and communities 4 Committee and the Trail comprehensively supported by the regional communities , Latrobe City Council, Wellington Shire, Victorian and Federal Governments as a responsible manager of capital and maintenance 5 Gippsland Rail Trails effectively connected with other Trails in the region to create a comprehensive Gippsland network Strategies Goals Programs /Plans (How are we going to (Performance Measures) (How we implement our strategies) achieve these objectives?) 1 Generate capital Project completion of a fully sealed trail Prepare a fundraising program funding to complete with appropriate tourism signage and Actively pursue Grants – State and a fully sealed trail tourist collateral within 5 years Federal with high quality Develop a sponsorship program for standard signage, Ensure objectives of GPRT align with interpretive and gateway signs shelters seating federal, state and local government Review philanthropic trusts and etc. celebrating its business donors unique location 2 Develop marketing Gippsland Plains Rail Trail recognised as Prepare a Marketing Plan plan based on a contributor to Gippsland economic Membership and or Represented on targeted market development as a Tourist destination WRT and LCBA and Destination segments Penetration of market Gippsland 3 A cost effective Reputation for well maintain trail with Apply for funding for ongoing maintenance quality interpretive and gateway signs at maintenance of trail. program all towns Increase interest from local implemented that community and community groups matches the needs to get assistance for upkeep where of the trails possible Create a friends group 4 Secure long term Income to be commensurate outgoings Develop partnerships with local income businesses commensurate with Agreement with Latrobe City and requirements Wellington re annual contribution Review surplus land opportunities 5 Communicate Inclusion of all stakeholders Communicate to all stakeholders effectively with all Friends of Rail Trail Program stakeholders Regular newsletter of events Use electronic methods to increase knowledge of trail i.e. mobile phone apps Create a stakeholder management plan 6 Comprehensive Users moving freely between Trail Joint signage integration into trail network within the region Joint Promotion network in the area Facilitate regional trail tourism program

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Appendix 4 OPPORTUNITIES RELATING TO HERITAGE & HISTORY

The region in which the Trail is located has a heritage and history that is unique as illustrated in the following summary

Pre European - The region was occupied by the Brayakooloong Clan of the Gunnaikurnai for over 10,000 generations with the recent upgrade of the Bataluk Cultural Trail the opportunity exist to tell how they managed the region prior to European settlement, some of the plants that they relied for food which are now extinct17 and the impact of European settlement. The following Map prepared by Alfred Howitt is overlayed by the Trail. Discussions with the Gunaikurnai Land and Waters Aboriginal Corporation indicate that they would work with the committee to develop appropriate signage and storylines.

17 “The Tragedy of the Disappearance of the Yam-Daisy or Murnong “ The Story told in an interpretive sign situated in the Sale Common

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European Settlement – The region was to the forefront of European settlement as illustrated in the following map particularly the Strzelecki Expedition of March 1840 the route of which coincides with the Trail

Gippsland Plains Rail Trail McMillan Jan 1840

Strzelecki March 1840

McEvoy’s Track to Jordan 1862

Archie Campbell Track to Walhalla 1862

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First Squatting Runs

Gippsland Times Wednesday 2nd December 1885

The workmen engaged in one of railway cuttings between Maffra and Stratford have, we are informed, come upon what appears to have been an aboriginal graveyard, almost opposite the Stratford cheese-factory. Several human skeletons have been unearthed, noticeable among them being one of very large proportions, and which would seem to be that of an aged man, from the unevenness of the remaining teeth, and the absence of others which had evidently been lost during life. We may expect to hear of the discovery of a good many aboriginal remains during the progress of the railway works.

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