New Esper­ance brand looks to fu­ture

FROM THE COAST

Kalgoorlie Miner - - OPINION - Mal­colm Heas­man

The spec­tac­u­lar land­scapes and nat­u­ral beauty of Esper­ance is ob­vi­ous to any­one who lives or vis­its here.

The cli­mate, lifestyle and even its iso­la­tion are also draw­cards that at­tract peo­ple to the re­gion and en­cour­age them to stay.

De­spite this tourism, it does not pro­vide a sim­i­lar eco­nomic con­tri­bu­tion as min­ing or agri­cul­ture.

It is clear there is scope to en­hance our tourism in­dus­try to help grow the visi­tor mar­ket and in­crease visi­tor ex­pen­di­ture, pro­vid­ing ad­di­tional eco­nomic in­puts into the re­gion.

Tourism has the po­ten­tial to con­trib­ute to over­all eco­nomic de­vel­op­ment ef­forts.

A key lo­cal ini­tia­tive for Esper­ance iden­ti­fied in the Eco­nomic De­vel­op­ment Strat­egy is to fur­ther de­velop the es­tab­lished tourism in­dus­try through de­vel­op­ing ad­di­tional tourism prod­ucts, in­fra­struc­ture, high-pro­file re­gional events and en­hanced short-stay ac­com­mo­da­tion.

The out­come could mean more visi­tors, longer stays and in­creased spend­ing, which may sig­nif­i­cantly in­crease the vi­a­bil­ity and prof­itabil­ity of a range of lo­cal busi­nesses.

To­gether with Tourism Esper­ance, the Shire is seek­ing to iden­tify the best gov­er­nance struc­ture for tourism de­vel­op­ment in Esper­ance.

As Esper­ance looks to the fu­ture, a com­mu­nity-wide brand has been de­ter­mined es­sen­tial to em­power Esper­ance and sup­port its growth.

The Shire of Esper­ance, Esper­ance Cham­ber of Com­merce and In­dus­try and the Gold­fields Esper­ance De­vel­op­ment Com­mis­sion launched the brand last week.

The evo­lu­tion of this brand will help at­tract peo­ple to move to Esper­ance to live and work here.

The Esper­ance brand will help cre­ate con­sis­tent im­agery to peo­ple out­side our dis­trict.

We hope the com­mu­nity will con­trib­ute their sto­ries and utilise the brand for ev­ery­one’s ben­e­fit. Mal­colm Heas­man is the Shire of Esper­ance pres­i­dent.

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