The community in Lakes Entrance was concerned that its tourism positioning was suffering because it did not have a centre that celebrated the assets and lifestyle of the region. We investigated their concerns and researched the region’s product, existing market, tourism trends and potential business and funding partners. We looked at the competitive environment.
After consulting with government, business and interest groups locally and statewide we developed a concept that embraced a number of locations capturing the attributes of the place, existing product, tourism potential. It reflected activities that had lasting appeal and would have greatest economic impact.
Importantly for the client the concept fitted their future plans and could be achieved in a stages.