Ararat Rural City Council conditionally approved the proposal to undertake a Grampians Wine Discovery Centre Conceptualisation project. The approval is subject to securing grant funding of $500,000.
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Furthermore, the Ararat Rural City Council has demonstrated its commitment to this project by confirming a $125,000 co-contribution contingent on the awarded grant on a 4:1 co-contribution.
Not all vineyards or wineries in the region have cellar doors, so the Discovery Centre would, in essence, provide an open door to their products that would otherwise not have a regular visible presence.
The Discovery Centre would free winemakers from the heavy hands-on marketing model and allow them to continue expanding their product range.
If the funding is successful, further consultation and engagement with the wine and food industry stakeholders and community will occur during the project's delivery.
Grampians Tourism will collaborate with the Ararat Rural City Council on this project.
Broad consultation occurred during the Grampians Destination Management Plan 2023-2030 development.
The need and business case for a wine discovery centre were established during the Grampians Destination Management Plan 2023-2030.
The Grampians has an emerging food sector that is building on its long winemaking history and is one of the most successful attractions economically to the region, above all other engaging industries.
The Conceptualisation project will undertake site analysis on several locations, including feasibility, market testing and assessments, a business plan and unique value proposition development, and master planning, including the concept design of the agreed location.
With 150 years of history in winemaking and some of the world's oldest vines, the drawback to the industry advancing into the future as it could is the current lack of visibility to the consumer, the recommendation said.
