10 Feb The Vital Role of Regional Events in Rebuilding Communities

A Spotlight on Grampians Grape Escape

By Vanessa Briody, Director of Oregional Collective

In the wake of devastating natural disasters, such as the current bushfires in the Grampians (Gariwerd) National Park, regional events like the Grampians Grape Escape play a vital role in supporting communities and accelerating recovery. More than just a fun wine, food and music festival, Grampians Grape Escape provides a critical economic boost while fostering community resilience and connection.

When disasters strike, most small businesses grapple with significant income loss and a sharp decline in visitation. Events are essential economic drivers, giving people a reason to return to the region. But their impact extends far beyond financial recovery. Events give communities something to look forward to, an opportunity to come together after adversity, restoring a sense of unity and optimism.

More Than Just Economic Recovery

While the economic benefits of events are often discussed, their social impact is just as profound, especially in challenging times. Grampians Grape Escape doesn’t just bring dollars into the region; it provides a space for healing, reconnection and moments of joy.

Through collaborations with tourism bodies such as Visit Victoria, Grampians Wimmera Mallee Tourism, and the Northern Grampians Shire Council, we’ve been able to use Grampians Grape Escape platforms to amplify efforts in spreading key messages to festival audiences who already love the region. This engagement allows a broader audience to contribute to rebuilding efforts.

The Power of Community Support

Grampians Grape Escape is incredibly fortunate to have a loyal community of festival-goers who have stood by the festival through the challenges of COVID, the Pomonal bushfires, and now this. Our “GGE family” continues to show up, not just for the festival but for the businesses and producers that rely on it.

Beyond sales and marketing benefits, Grampians Grape Escape provides an invaluable platform for small businesses to connect directly with customers. In an increasingly digital world, it is helping businesses share their stories, rebuild customer confidence, and nurture long-term loyalty.

The Grampians Grape Escape audience is eager to support affected exhibitors, making the festival an ideal opportunity to meet business owners, hear their stories, and make a real impact – not just during the event but well into the future.

Encouraging Long-Term Tourism

Regional events don’t just drive visitation for a weekend; they inspire people to return. Around 75% of Grampians Grape Escape attendees plan to revisit the Grampians after their festival experience, seeking out the wineries, restaurants, and natural attractions they discover through our exhibitors or their travels.

As a not-for-profit festival, our mission has always been to showcase the region’s incredible wines and producers while driving sustained tourism. But our role extends beyond that – if we can contribute to recovery efforts in any way, we will.

A Festival with Purpose

Following the Pomonal bushfires in February last year, Grampians Grape Escape became a beacon of resilience for the region. In that same spirit, the 2024 festival will open with Feel-Good Friday, a special event celebrating local spirit and strength. The evening will feature live music and spotlight wineries affected by the fires.

As part of our commitment to supporting the community, Grampians locals can access a special 2-for-1 ticket offer at the gate. The festival is hosting the Industry Forum prior to gates opening, and Grampians Wimmera Mallee Tourism partners are invited to attend on Sunday as part of their membership – just some of the initiatives aimed at assisting recovery efforts.

Because at the end of the day, this is what events do best: bring people together, inspire action, and remind us all of the power of community.