Presentation by

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Presentation by

• Gerrie Carr-MacFie
• Executive Officer - Central Highlands
• Area Consultative Committee

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Touring the wine regions of the Pyrenees,
Grampians, Ballarat
Great

• The Grape Road

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• Touring the Great Grape Road is a pleasure
  comfortable drives between the regions offer
  superb scenery varying from sweeping pastures to
  rugged granite escarpment. The landscape recalls
  an Impressionist's palette - soft grey-green
  foliage, glowing golden pastures and mauve shades
  of stone. Local gourmet fare is equally inviting
  as a leisurely dining experience or an impromptu
  picnic, and a wide range of accommodation is
  available.

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PYRENEES WINERIES 1 Annherst Winery 2 Berrys
Bridge Vineyard 3 Blue Pyrenees Estate
4 Dalwhinnie Vineyard 5 Kara Kara 6 Mount
Avoca Vineyard 7 Peerick Vineyard 8 Redbank
Winery 9 Summerfield 10 Taltarni 11 Warrenmang
Vineyard Resort
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GRAMPIANS WINERIES 1 Best's Great
Western 2 Cathcart Ridge Estate 3 Garden Gully
Great Western Vineyards 4 Kimbarra
Wines 5 Montara Winery 6 Mount Langi
Ghiran 7 Seppelt Great Western 8 'The Gap'
Winery
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BALLARAT WINERIES 1 Chepstowe
Vineyard 2 Eastern Peake 3 Leura Glen 4 Mount
Beckworth Wines 5 St Anne's Vineyards 6 Whitehor
se Wines 7 Yellowglen
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Visitor Profile - Where are they from?
Research findings from VWTC 2001 Winery Survey
Respondents were surveyed at Cellar doors
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Visitor Profile - How long do people stay?
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Visitor Profile - socio-demographic

• Age 35-54
• Couples
• Middle to high income
• Regular wine drinkers

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Visitor Profile - information sources

• High
• TV brochures
• Wine regions brochure
• Family/friends
• Low
• Internet
• TV
• Newspapers/magazines

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Visitor Profile - Motivation for visit

• Scenery/sightseeing/touring
• Food/dining
• 78 - food-related experience
• Experience of region
• Relaxation

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Visitor Profile - survey results

• Expenditure on wine highest of all Victorian wine
  regions
• Expenditure on food 2nd lowest of all Victorian
  wine regions
• 45 of winery visitors had been to Western Wine
  Region in last 12 months
• High levels of satisfaction

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Great Grape Road Strategic Planning Workshop held
on 12 October, 2001.

• Visitors from Adelaide/South Australia comprise
  10-15
• International visitors travel from Melbourne -
  generally independent travellers

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Great Grape Road Strategic Planning Workshop held
on 12 October, 2001.

• Target Markets - Primary
• Melbourne - main market
• Existing Customers - repeat visitation
• South Australia - Coonawarra, Adelaide, travel
  groups
• Country Victoria - adjoining regions, Great Ocean
  Road
• International Visitors to Melbourne

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Great Grape Road Strategic Planning Workshop held
on 12 October, 2001.

• Target Markets - Secondary
• Sydney
• Brisbane/Queensland
• Country Victoria - Geelong, Bendigo, Echuca
• Niche Market
• Visiting friends and relatives
• Young people

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Great Grape Road Strategic Planning Workshop held
on 12 October, 2001.

• Financial Resources
• 3 wine regions
• 4 councils
• 2 campaign regions
• Winery operators
• Tourism industry
• Federal and State Government grants
• Sponsorship by local businesses and corporate
  sector
• Event committees

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Government Partnerships.

• Local
• Tourism officers
• Economic development boards
• input and contributions
• State
• Tourism Victoria
• support campaign committees
• Country Victorian Tourism Council
• Victorian Wine Tourism Council
• strategies and marketing

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Government Partnerships.

• Federal
• Area Consultative Committees
• funding strategic audits
• business planning
• for strategic management initiatives

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Let the Great Grape Road Begin