Client: Yarra Valley Gourmet Foods
Project title: Establish Yarra Valley Gourmet Foods Epicurean Experience with Indigenous Art Galley Immersion
Category: Food Manufacturing
The client
Yarra Valley Gourmet Foods (YVGF) is a specialist manufacturer of gourmet sauces and preserves. Operating for over 20 years, the company uses fresh locally sourced ingredients grown on-site and in the Yarra Valley region to make delicious salad dressings, jams, mayonnaise, mustards, cordials, chutneys and more.
The challenge
YVGF leadership had come up with a range of creative ideas for enhancing the site, but the challenge was determining which ideas could be combined to meet the grant program objectives of encouraging increased visitation; providing an enhanced customer experience; increasing visitor spending; and encouraging longer stays within the region.
Ideas for developing the property included converting an old residence into an indigenous artist discovery centre; building an alfresco deck in which visitors can relax, dine, and be immersed in nature; upgrading the grounds’ landscaping to enhance visual appeal; and providing accessible pathways linking between the factory, greenhouse and outdoor dining area.
Recognising their lack of capacity to coordinate the grant application in a timely and effective manner, and being eager to put forward a compelling case for support, YVGF turned to GrantHelper for professional guidance.
Our solutions
GrantHelper took a big picture view of the project and proposed a business case centred on developing the site into a multi-use agri-tourism venue comprising physical upgrades, immersive displays from local indigenous artists, and epicurean activities for foodies. We then facilitated the collation of critical documentation and provided advice and hands-on assistance to ensure the application was collated expediently and to the required standard.
Outcomes
Working quickly, we delivered a clearly structured business case showing tight alignment to the evaluation criteria, ensuring the submission demonstrated how the project would help to broaden Victoria’s tourism appeal and encourage year-round visitation and dispersal across regional Victoria.
We anticipated the visitor yield was going to increase through having the ability to offer a diverse mix of complementary experiences and we took a bet that this would be attractive to the program assessors.
We emphasised the project’s shift away from passive tourism (quick visits to monuments and attractions) to a deeper engagement with locals and authentic experiences with real immersion, such as an artist-in-residence. This was complemented by an updated, on-trend food experience which better matched contemporary consumer desires.
These elements were shaped with the intent to entice visitors to happily stay longer and spend more. Being tightly aligned to the program objectives ensured the coordination of a full, compelling and ultimately winning submission.
What made this grant project a success?
The owners showed great dedication to the task of generating quality ideas for GrantHelper to work with. YVGF was also very responsive in reviewing all drafted materials which helped in swiftly developing and refining the submission, resulting in a polished final product.
Is your organisation eligible for a Tourism Investment grant?
GrantHelper can assist with your organisation’s next grant application, no matter what stage of the funding journey you’re at.
