On Monday, November 28 Destination Goulburn Valley held its annual general meeting at the Shepparton Art Museum to launch its new brand and provide members with an industry update.
COVID-19 took a toll on the Shepparton community, business sector and tourism industry, but with it came opportunity.
Formerly Tourism Greater Shepparton, DGV has emerged out of the pandemic shadows and launched the Shepparton region into a new era of tourism.
With the support of Small Business Victoria, $20,000 in funding has been allocated to realise the group’s new identity and sense of purpose.
DGV interim chair Alice Tallis said the group’s collective creative vision was to develop an identity that evoked a sense of pride and belonging within the community, while progressing towards a new future in the GV’s tourism industry.
The first project on the agenda to mark DGV’s transition is a publication aptly named Seasoned, a regional tasting trail to showcase the food and beverage of the region.
To realise the vision of Seasoned, DGV sought a partnership with creative project management service Rye Studio.
Rye Studio brand consultant Tess Nicholson spoke about the four-year evolution of the project.
“Beginning life as the good grub guide, the idea has finally come to fruition,” she said.
“Supported by Regional Development Victoria and Greater Shepparton City Council, Seasoned will feature content by celebrated food travel writer Richard Cornish, imagery by James Greer and Serana Hunt Hughes and a specially commissioned art collaboration by Tom Day and Tank.
“It will be published in a number of editions ... encouraging visitors and locals alike to connect with our food story; celebrating the growers, bakers, brewers and makers of the Goulburn Valley.”
New board members were introduced among the changes, including Museum of Vehicle Evolution executive officer Peter Hill.
As a local businessman himself, Mr Hill said DGV would continue to focus on encouraging visitors to experience more of what the region had to offer.
“(We) believe one of the keys to our continued development as a destination is to convert our day visitors into overnight visitors and to encourage our overnight visitors to stay longer,” he said.
Other speakers at the event included board members Michael De Maria and Louise Tremper, and councillor Dinny Adem provided an update on behalf of Greater Shepparton City Council.
DGV deputy chair Carrie Donaldson concluded the afternoon’s formalities, encouraging attendees to join or renew their membership with DGV.
For further information about Destination Goulburn Valley, visit their website.
Photography by Serana Hunt Hughes, supplied by Destination Goulburn Valley.