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    Business and Marketing plan for the DSCR

    Project Name:     OPTIONS FOR THE STAGED DEVELOPMENT OF THE
    DAYLESFORD SPA COUNTRY RAILWAY

    An exciting opportunity exists to create a “blueprint” for the future development of the Daylesford Spa Country Railway. The Railway is an important tourist attraction for Hepburn Shire and neighbouring shires.

    Council is anxious to capitalise on the potential economic and tourism growth to increase the visitor experience to the region. Railway operators have for some years conducted a weekly Sunday Market at the Daylesford Station and are keen to explore and pursue other opportunities for economic growth. The blueprint will also help identify other economic opportunities at Daylesford, Musk and Bullarto railway stations and options for increased interaction between communities along the line.

    The railway is a volunteer, non-profit organisation and runs between Daylesford and Bullarto on Sundays with the occasional charter at other times. The Shire has been working with railway operators to add further value to the experience. The development of a 10-year Business and Marketing Plan will help identify opportunities for the railway, which in turn will increase the visitor experience in the Hepburn region.

    It should be noted at the onset, that the blueprint does not include the extension of the current line, but rather an opportunity of evaluating tourist links to Trentham.

    Project Brief:

    The blueprint will create a Business and Development Plan for the sustainable growth and improvement of the Daylesford Spa Country Railway over the next ten years from 2005 to 2015 in definable stages. This will include:

    • The improvement options for the sites already utilised namely Daylesford, Musk and Bullarto Stations
    • Evaluating the economic effects of the railway’s commercial operations like the Daylesford Sunday Market
    • Identify and evaluate other economic options that could be undertaken at Daylesford, Musk and Bullarto Stations
    • Identify options for increased community interaction between various communities along the railway lines and the development of tourist activities that could be undertaken to enhance visitor experience
    • Investigate and evaluate tourist options between Daylesford and Trentham
    • Identify and recommend ways that the Daylesford Spa Country Railway can work beneficially in conjunction with Spa Country Tourism, Daylesford Macedon Produce and the Trentham Residents and Traders Association to improve the visitor experience and develop a quality tourism product
    • Evaluate the opportunity to develop a working railway museum within the Hepburn Shire
    • Investigate the capacity and requirements for the Daylesford Spa Country Railway to grow as a viable tourism operation including days of operation.

    Detail the potential impact of the Business and Development Plan on the municipality:

    Quantify the value and importance of the market at the Daylesford Railway Station in terms of total economic turnover, and: Evaluate the effects of railway development in lineside communities (currently Musk & Bullarto) considering lands provided for:

    • A community park at Musk
    • A vintage tractor pull at Bullarto
    • Maximise the work of community based organisations
    • Ensure that the organisation has a strategic focus
    • Strengthening the community based organisations
    • Build on community pride and appreciation of the railway
    • Increase community confidence in the manner in which the railway is developed
    • Identify options for increased community interaction between the various communities along the existing railway line and develop joint activities that could be undertaken to enhance the visitor experience.

    Demonstrate how the Business & Development Plan will complement the Shire of Hepburns economic strategy:

    • Evaluate the effect of sponsoring and promoting other local organisations through the markets.
    • Evaluate the significance of a fully accredited working railway museum (through Museums Victoria) within the Shire, with recognised Regional and State significance.
    • Show how the Business and Development plan will help develop the Tourist Railway as a regional tourism icon
    • Economic growth – the region is a tourism icon, with an over emphasis on the area, therefore there is an urgent need for more attractions.

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