Words & images I Shire of Murray
The strategic, community-centric approach that was adopted to achieve Dwellingup’s economic revival, has been recognised in the 2021 National Economic Development Awards
for Excellence.
Selected as finalist in the category of Economic Development Strategic Thinking, the Shire of Murray’s submission detailed how the community’s vision for Dwellingup to
become Western Australia’s premier trails town, was at the core of its transformation. A few years ago, Dwellingup lacked investment and opportunity, and was at risk of becoming another regional town in irreversible decline. With its strong sense of community and identity, residents and business owners partnered with the Shire of Murray to define a new, prosperous future. Employing a number of strategies has ensured the town’s success, including harnessing the community’s passion and local knowledge, desire to take ownership of their future and willingness to partner with others, as was empowering its business community through capability building, and establishing effective, multi-disciplinary partnerships and leadership and project groups.
Integrated planning and delivery of program initiatives maximised impact and maintained momentum. Evidence based, robust business cases and strong advocacy
successfully pitched Dwellingup’s vision to public and private investors, secured strategic partners and helped cut through a highly competitive economic climate
where many other applicants were also seeking funding for impactful infrastructure projects of economic benefit.
DWELLINGUP ADVENTURE TRAILS
Sixteen trails have been constructed and operational since 2020.
The resultant outcomes which led to Dwellingup’s revitalisation and which have been achieved over an eighteen month period, include the delivery of business capability programs, launch of the ‘Wild at Heart’ campaign brand, construction of the Dwellingup Trails and Visitor Centre, Skate Park and Pump Track, over 32km of purpose
built, single track mountain bike trails and new canoe launching facilities as art of the Dwellingup Adventure Trails project, the establishment of place-making group Dwellingup Creative, implementation of a Facade Refurbishment Program and the hosting of iconic events such as Dwellingup 100 and Mountain Bike Month.
As WA’s Top Small Tourism Town for 2021, Dwellingup is on the cusp of realising its ambitious future, as a result of a thriving visitor economy that has been achieved through significant investment in trails infrastructure, visitor services and a diverse range of quality visitor experiences. Strategic partnerships have ensured the necessary knowledge, skills, expertise and funding needed for success and demonstrate what can be achieved through real collaboration across all levels of government, the private sector and community and when all partners are fully invested and championing a shared vision. Unfortunately, the Shire of Murray did not receive the award but plans to
nominate its Western Australian Food Innovation Precinct next year.
Economic benefits realised
Dwellingup’s economic success is being measured through increased visitation and spend, return for local business, new investment in the town and increased local jobs.
The Dwellingup Trails and Visitor Centre is anticipated to welcome over 80,000 visitors by September 2021, its first 12 months of operation. Retail expenditure within its Visitor Centre component (excluding café, tour, retail and equipment hire), has exceeded the projected net return by 397%. Sixteen trails of the Dwellingup Adventure Trails mountain bike network, have been constructed and operational since 2020. Counters installed on 12 of the new trails recorded over 111,000 rides between October 2020 to May 2021. Feedback from the local tourism and small business sector confirms a significant uplift in economic returns since the opening of the Centre and completion of the trails. Seven new small to medium enterprises have established in the town as a result of the emerging visitor economy and 11 established businesses have expanded or upgraded their infrastructure and buildings to better cater for increased visitors, and improve efficiencies and services, which has had flow on benefits for the local and regional construction industry. Conservative estimates place new FTE local jobs at 24 within the hospitality and tourism sector alone, which have been created as a result of the new visitor economy.
MORE INFORMATION
For further information contact Shire of Murray by phone (08) 9531 7675 or visit the website www.murray.wa.gov.au
This article was first published in the Spring/Summer 2021 edition of Peel magazine – read the full article and, if you haven’t already, download the latest edition of the Peel magazine here