Casino sets sights on Gold Coast
FOR Gold Coaster Bruce Wright selling primary industries event Primex to the Glitter Strip must be a little like selling ice to Eskimos.
How do you convince people from Australia’s tourism capital to go to an attraction outside the city, in this case, um … Casino?
Well, Bruce believes the answer lies in widening its appeal beyond people interested in cattle, tractors and horticulture to families.
“On the back of a strategic plan a couple of years ago, we knew we had to refocus and widen the appeal of Primex,” he said.
“The result is now it is a family destination. Yes, it still ticks the boxes for the man, and woman, on the land. But there is now basically something for everyone.”
The event runs next week from Thursday through to Saturday.
Bruce cites Paddock to Plate, which aims to mirror reality TV’s cooking shows, as an example.
Top chefs from kitchens, such as Byron Bay’s Elements resort, will whip up culinary delights using local produce.
“The Northern Rivers region of NSW is one of the most amazing food bowls on this earth,” Bruce said. “So not only do we showcase what is grown here, but we cook it so you can have a taste and then go home and present the same.”
Other features of Primex include a working dog competition, grand parade of prize cattle and something called a “primary schools tractor pull”, which we hope isn’t as dangerous as it sounds.
More than 350 exhibitors will take part in Primex this year on an 18ha site at Casino, with about 25,000 visitors expected to come over the three days.
Primex was started by Bruce’s father, John, in 1985. Bruce began working there straight out of The Southport School in 1986 and has been significant part ever since, taking over as owner in 2017.
He said he has put his own brand on Primex, staying true to the agricultural roots, but also placing a strong focus on innovation, invention and that wider appeal.