By Callum Ludwig
Following the Giro Della Donna last weekend, Warburton Valley Community Community Economic Development Association (WV CEDA) reached out to businesses in the area to gather how the event affected them.
Warburton has become quite the hub for events, with the Warburton Environment Group even recently stating in a submission on the proposed Warburton Mountain Bike Destination that only six weekends per year in Warburton are event-free.
WV CEDA represents 96 businesses in the Upper Yarra Valley and said they welcome the shift towards main street events in Warburton.
“Recent historic events in Warburton have not involved traders, usually located at locations away from the main street such as at football oval or golf club, traders have historically lamented the fact they did not have an opportunity to leverage event attendees due to separation,” a WV CEDA representative said.
“Warburton Valley CEDA sought to gain better benefit for traders, by encouraging the event organiser to bring their activity into the heart of town and as close to traders as possible. We have a long-held belief that Thomas Avenue (Riverside) would make an excellent ‘pop-up’ event and festival space and walking street (during sanctioned events only).”
Warburton Valley CEDA met with some of the local business traders and received both positive and negative feedback after the event site trial for the Giro Della Donna. They are now compiling all of the information and feedback to report back to the event organisers and Yarra Ranges Council.
While they welcome tourism growth in Warburton, WV CEDA said infrastructure needs to developed to match it and avoid disruption to the Warburton community.
“Warburton Valley CEDA calls on Council to urgently attend to parking deficiencies in and around Warburton. One of the key reasons WV CEDA has to inject into these sorts of events is that town infrastructure cannot cope with unmanaged surge volumes,” the WVCEDA representative said.
“When coordinated it improves but there is a fundamental traffic management problem council needs to solve urgently which is equally problematic on any normal busy weekend.”
The 2022 Giro Della Donna event was the first trial with an event organiser to gauge if further opportunities are viable to activate Thomas Avenue as an event space for the town.
It is not a CEDA event, CEDA doesn’t manage any public events. Weekend trade, as reported by some members, was also heavily impacted by weather and Covid-related cancellations that were not related to the event.
Silva Coffee Co-Founder and WV CEDA president Cleo Silva said in general, she supports events in Warburton to share the unique and beautiful location.
“I believe events bring vibrancy and festivity to a town. I think we’re proud to show off our town and our produce,” she said.
“No event is outright good or bad, I think some events work better than others. Whether it be events or just visitation, as business owners we need to embrace people coming to visit with whatever activity they’re doing.”
Silva Coffee partnered up with Little Yarra Crêperie for the Giro Della Donna, making the most of the tourist visitation with coffee and crêpes.
Both Ms Silva and Oscars on the Yarra owner Christine Birch have said they would like to see the scope of events in Warburton expand to midweek rather than solely weekends.
“At Oscar’s, we are currently only able to open on the weekend, but would really like to be able to open during the week. A midweek strategy for Warburton to attract more midweek visitors is very much on our radar,” said Ms Birch.
“We feel having a central precinct where you can run successful events will hone down what locals and traders and the community at large consider a success. It could be a template for events here to benefit as much as possible with the least negative impacts.”
Warburton Motel owner Richard Stanwix said events like the Giro Della Donna are fantastic for Warburton and the Motel welcomes any and all events to town.
“Our revenue was materially impacted over the weekend but not because of the presence of Giro but rather Covid and weather-related cancellations. The only impact of the riding event was a positive one,” he said.
“We consider events like this to be macro-marketing opportunities for the area and don’t just look for returns on the day, throughout the year the motel receives guests that speak to us about their past or intended plans to participate in the Giro event.“
Mr Stanwix said he was disappointed at the response of some Warburton business owners and residents.
“As local business owners and residents, we are disappointed by the negativity that a loud minority trumpet from the rooftops, especially on social media, about visitors to Warburton who are misrepresenting the quieter masses who welcome tourists and interesting events,” he said.
“Whilst some businesses complain about this and many other topics, it is interesting to note that they do nothing to proactively leverage opportunities and then wonder why they don’t have a bumper business. People are quick to judge others whilst doing nothing to promote their business, their wares or their welcome of visitors to the town.”
