Tourism group expresses gripe about King Valley wayfinding signage void

TOURISM operators in the upper King Valley say a lack of directional signage is making it difficult for visitors to find the wineries and attractions the region is famous for. While the Rural City of Wangaratta's recent installation of the "Bubbles on the landscape" sculpture at the intersection of the Snow and Wangaratta-Whitfield Roads in Oxley was intended to mark the gateway to the King Valley, the King Valley Tourism Association (KVTA) says there is nothing indicating drivers can find multiple cellar doors if they turn down the Wangaratta-Whitfield Road. KVTA president Karen Barber, who operates King Valley Winery Tours, said she's had visitors say they have driven to Bright for years, but didn't know there were wineries in the upper King Valley. "We're really quite frustrated at the moment, because people don't know how to get here," she said. "When they come off the Hume Highway they get as far as the Oxley roundabout and they end up in Milawa, thinking they're in the King Valley. "There is a sign in Oxley (on the Snow Road) saying King Valley Wine Region and indicating there are wineries one kilometre straight ahead, but nothing to say if they turned right at the roundabout and headed towards Whitfield, they would find about 13 more cellar doors." Ms Barber said once on the Wangaratta-Whitfield Road, there is a sign saying Whitfield, but people don't necessarily relate the township name to the King Valley or wineries. She said during conversations with council, and community consultations about the King Valley Prosecco Road Revitalisation Project held over the past two years, an artist's impression was shown leading people to believe the gateway entrance artwork in Oxley would be identifiable as King Valley. Council said on its arrival, Bubbles in the landscape's commissioning was inspired by the Tourism North East masterplan "Activating King Valley Prosecco Road", put together by Urban Enterprise. But the masterplan's cover features an artist's impression of a gateway artwork which has "King Valley" in large scale letters - set in a landscaped garden. Urban Enterprise noted in the document "it is important to have information that supports the visitors understanding of the region, by reinforcing products and experiences through signage, gateway treatments to demarcate the region, and visitor guides and maps", but there are no signs or maps at the site. "For two years when we were asking council for signage, they told us we'd get a big King Valley sign at the Oxley roundabout, and we were quite shocked when we found out Bubbles was going in," Ms Barber said. "It was chosen by an arts committee - but as a tourism association, we thought we might have been consulted or have been part of the selection process. "We've got nothing against Bubbles, but it's not what we thought we were going to get, and people don't know what it is. "We understood it might not be exactly like the artist's impression we were shown, but we thought what was coming would clearly identify that people were at the gateway to the King Valley." The Rural City of Wangaratta received $4 million in funding from the Victorian Government for the King Valley Prosecco Road Revitalisation Project, of which $350,000 went towards the sculpture. Council manager of economic development, environment and compliance, Celeste Brockwell, said the requirement of the grant "was for the delivery of a gateway public artwork." She said the tourism operators' concerns had not been formally raised with her team. "Council’s Public Art Policy requires that the Public Art Acquisitions Committee members be professional practising artists and/or arts professionals who have demonstrated knowledge of visual art," she said. "They are appointed via a formal application process and are endorsed by council at a council meeting." Ms Brockwell said the Prosecco Road Public Art Project is not yet complete, and council is still working with Tourism North East to deliver signage for the Prosecco Road. "Directional road signs for wine regions are the responsibility of the local wine authority, which in this case is Wines of the King Valley," she added. "Applications for signs can be made through Vic Roads with Wine Victoria involved in the approval process, and council would support the application." Ms Barber said the King Valley Tourism Association is continuing to seek assistance from council to address the issue and establish wayfinding signage at or near the Oxley roundabout. She said they had been in contact with councillors and will be meeting with the mayor next week.

Tourism group expresses gripe about King Valley wayfinding signage void

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