Yesterday (Tuesday), I spent in Bairnsdale, and by my reckoning the Annual Barry Sheene Tribute Ride to the Phillip Island Track should be happening next Thursday 25th and a dinner at the Bairnsdale RSL on the Wednesday Night being the 24th. But is it happening ?
I saw no signs in the street advertising this event, no shops with MotoGP and/or motorcycle related displays, in fact no indication at all that this long standing and successful event was just over a week away. This morning I enjoyed a coffee in Lakes Entrance, and again no sign that there will be many hundreds of motorcyclists riding through town. Many will want a coffee, a breakfast, snack or stay overnight before continuing to the MotoGP at Philip Island.
Why is this event not being promoted by our local Business and Tourism groups, our Marketing Board, indeed by our own Shire? Where are the signs along the highway from the edges of our Shire promoting the next coffee/comfort break? Where are the welcome signs to these visitors who spend their cash in our towns?
This event has attracted thousands of motorcyclists through our region, either along the Sydney to Melbourne Coastal Route or over the world renowned Great Alpine Road. Indeed many make the trip from Melbourne to Bairnsdale, just to be part of this ride. It has also raised many thousands of dollars for a range of charities. (This year Prostate Cancer)
I have known of well over 600 registered participants for the ride itself, but the MotoGp as a whole attracts many more (thousands) of keen motorcyclists who travel through East Gippsland both on their way to or from the weekend event, some travel our way in both directions. What a market!
Are we providing these visitors with the best we can offer?
Are we making the most of this annual boost in visitation and to local business?
Are we promoting our small locally owned businesses along the way?
The answer seems to be a resounding No, with the possible exception of Cann River cafes. Why not I ask?
I am frustrated, even annoyed that this opportunity to promote our region, to give our local businesses especially along the Gt Alpine Rd & Princes Highway a boost, is all but being ignored it seems by those who have a responsibility (given they are funded by ratepayer funds), to make the most of every opportunity to promote and market this region. This event has been of enormous economic benefit to East Gippsland both on the way to, and on the return trips by the thousands who go to the MotoGp, and indeed other similar events at the Phillip Island track.
Attracts Regular Repeat and Interstate Visitation
Wake up East Gippsland to the opportunities around you, wake up to what is already here and can be turned into a real benefit for the region and its businesses. Its costs so little to gain so much.
Wake up all you business owners who sit back waiting for customers to come to them, show visitors you are here, you want their business and your business is the one they should stop at. Dress up your windows, your displays, your Facebook pages, give these visitors a reason to spend their money in your business.
Don't let this great event suffer and ultimately die due to, ineffective marketing and promotion, business apathy, and/or designed obsolescence due to lack of support and planning.
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| Great Man - Great Rider - Great Tribute |
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| Barry Sheene Tribute Ride Fbook Page Is this the only marketing |
Photos: John Munns and Wikipedia
A huge opportunity is right under our noses and we could easily attract a loyal following as many of these Bikers (do not be confused, most are not Bikies) make the pilgrimage to the Island year after year.
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