Shire strategy to support creative economy

THE Surf Coast Shire has laid out its vision for the municipality to an even bigger creative hotspot within a decade

Councillors adopted the new Creative Places Strategy 2023-2031 at their meeting last month.

The strategy emphasises the role arts and creatives play in the economy, as community connectors and in enabling community to lead and deliver outcomes.

Its vision states: “By 2031 the Surf Coast will be a flourishing creative destination. Creatives of all pursuits will be enabled and equipped to enhance our sense of place and identity. Their contribution to the environment, wellbeing and a vibrant economy will be understood and valued.”

The shire’s creative and cultural industries provide significant employment contributions to the local economy and flow-on economic benefits.

The strategy outlines how the shire will support emerging and established artists and creatives with opportunities and career pathways.

It comprises three strategic areas and seven goals to determine what actions need to be taken:

• Place – Places and spaces to enable arts and culture, and cultural tourism
• People – Supporting First Nations cultural expression, supporting the aspirations of our emerging artists, and a thriving and connected creative community, and
• Profile – Showcasing our best and brightest, and enhancing our creative economy.

The strategy is based on community feedback received as part of the development of the present Council Plan and a targeted survey, which received 114 responses from the arts and creative community.

The following public exhibition period had 11 community submissions, all of which were positive.

“Whether designers, artists or performers, all add to the vibrancy of our region and make the Surf Coast Shire a unique and exciting place to be,” Cr Gary Allen said.

“Our region is home to a wide array of incredibly talented people. All of our creatives are at the heart of the strategy, which sets the scene for our shire to truly flourish in this space.

“We are already recognised as one of Australia’s top creative hotspots and through our Creative Places Strategy we can take this to a next level.”

Cr Heather Wellington was one of the seven votes in favour of adopting the strategy but said she was “very disappointed” at the lack of emphasis on the hinterland, including Winchelsea.

She also questioned the definition of the creative sector and the creative economy.

“It talks about shoe manufacturing. Seriously, that’s creative?

Manufacturing, design might be.

They’re not creatives, they’re just churning out stuff that basically damages the environment mostly in the long run,” Cr Wellington said.

“Management advice and consulting is considered creative? I’ve been a consultant for two decades or more. That’s not my creativity.”

Cr Paul Barker voted against adopting the strategy as he said it was not clear what it was going to cost the shire to implement.

The strategy will be reviewed in 2026.

To download the Creative Places Strategy 2023-2031, head to surfcoast.vic.gov.au/CreativePlaces