THE prospect of bringing a $30 million surf park to Sunraysia has faded after a consumer study found the inland option to catch a few waves would not be a tourist drawcard.
Mildura Regional Development (MRD) has been preparing business cases for new “hero products” for the region, including the surf park and an outside art exhibition similar to Bruce Munro’s Field of Lights display at Uluru.
“We’ve completed the consumer perceptions research and got some really useful feedback,” MRD chief executive Brett Millington said.
“The light art installation was exceptionally well received. The indications were that not only would people come to Mildura because of it, but they’d stay longer.
“But, interestingly, there was not so much interest in the surf park.
“People were saying, ‘If I wanted to go surfing, why wouldn’t I go to the beach?’”
Mr Millington said this was the reason the region’s peak economic and tourism body had tested the market before pushing for private investment in a new concept like the surf park, which was based on the model being developed by 5 Waves at Yeppoon.
“What did come out of it, though, was that we could actually see a water theme park would have an attraction to Mildura.
“It would be something that’s modified from what we were originally looking at.
“The original idea for a surf park would be a $30 million investment – so it’d take a long time to get returns on that.
“And, based on the consumer response, we won’t be pushing ahead with that bigger idea.”
A big positive to come out of the consumer research was that Mildura’s “brand” recognition had increased following signs promoting the region at AFL games and on city buses.
“The awareness of the Mildura brand has gone up 10-12 per cent over the past year – and they are significant numbers for the region,” Mr Millington said.
“This opens up more opportunities for us and we are now more attractive for private investment for things that will grow Mildura, including a five-star hotel.”
