The Mirror News

Grand plans to draw masses to Meeniyan

ONE of Australia’s leading brand identity specialists, Peter Singline, will speak in Meeniyan tomorrow (Thursday May 31) at a meeting convened by the organising committee of the proposed Tarwin Valley Sustainability Centre.

The Tarwin Valley Sustainability Centre is a community initiative to develop, on the site of the Meeniyan Art Gallery, a bold new building that will provide a permanent home for a range of programs around the arts, culture, heritage, local produce and sustainable agriculture.

At a recent presentation seeking in principle support from the South Gippsland Shire Council, Andrew McEwen, Lindsay Moore and Gil Trease from the organising committee explained their aim was to create an iconic attraction which would act as a magnet for tourists and attract investment and residents to the region.

Committee chairman Lindsay Moore decried the lack of celebration of dairying and farming in this premier farming district.

“Heritage is an important part of building people’s experience of places and local culture,” he said, adding that as well as housing an art gallery, the centre would promote farm productivity, sustainability and environmental awareness, and would include a store showcasing the food, wine and produce of the Tarwin Valley.

Research has indicated that more than 2.2 million vehicles pass through Meeniyan each year, carrying half a million tourists.

The committee is confident that as well as building the local economy, the centre would bring benefits to the whole district and to the wider area of the shire. Their business model is based on self-funding and after an initial injection of $4-5million does not require significant ongoing funding.

Mr Moore said the project aligns neatly with the Gardiner Foundation’s drive to support dairying communities. The committee will be applying to the Gardiner Foundation for money, and also to the government for regional development funds.

Explaining that branding of the centre was a key component of moving forward with the project, Mr Moore said: “We are delighted that Peter Singline has agreed to present a number of successful regional case studies and to explain how the design process should work.”

“Drawing on his experience of regional and local branding he will outline how a compelling brand can propel development of communities.”

Throughout a long career Peter Singline has developed brand charters for a diverse range of brands including the NRMA, King Island Dairy, Eyre Peninsula, Brown Brothers, Griffith University, Melbourne Business School, Greenpeace, Delfin Lendlease, Transurban/CityLink, Chemmart, Essendon Football Club and Sussan.

In the 90s he worked as an academic at Monash University teaching marketing to MBA students. In addition to consulting, Peter Singline has spent three years as general manager marketing for Coles Myer’s Financial Services Company and five years as managing director and partner in a speciality retail group.

Tomorrow’s presentation will take place in the Meeniyan Community Hall Supper Room from 5pm to 7pm (eastern entrance).

Anyone interested in attending this free presentation should email Andrew McEwen on [email protected] or call Andrew on 0488 242478 to register your interest.


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