The Committee for Lorne: Lorne in Winter: What was, and what could be

With John Agar – Committee for Lorne.

In 2010, the Lorne Business and Tourism Association [LBTA]—an eclectic mix of hospitality venues, retailers, tradies, health, education and other services—was perturbed. Each year after the frantic summer months had waned, the caravan parks stood empty of holiday season vans, those left parked as ‘weekenders’ until the close of autumn had finally departed, holiday house windows were blanked by blinds, and Antarctic fronts began to surge past Point Grey. The town suddenly seemed somewhat sad, forgotten, and forlorn. The small residual population—primarily the members of the LBTA, their families, and the retiree community—prepared to hunker down for another long winter as the sources of town revenue looked to the north for their winter holidays in Noosa, Palm Cove, and Port Douglas, or planned their family 4WD trips into the outback. As for Lorne in winter, ‘… isn’t that only a place we go to in the summer?’

Realising the importance of tourism to the economic sustainability of our town, the LBTA decided to initiate a program—dubbed ‘Love Lorne’—to promote Lorne as a destination for all seasons. The following paragraphs paraphrase a mix from two summaries written by Chris Tutungi, the then Chairman of the LBTA, for the Committee for Lorne page [SCT: January 2015 and January 2018].

“… the ‘Love Lorne’ program was established in 2010 to promote Lorne in the off-season. Run by a committee of LBTA owners and operators, it has been supported in cash and/or kind by some 70 businesses over the five years from 2012-2016.

“… the aims of ‘Love Lorne’ were simple. It sought to: • Improve the perception of Lorne—both to the media and the consumer • Increase visitation in the off-season (May-Nov) • Increase business turnover • Improve the long-term sustainability of the Lorne community

“… the LBTA held focus groups with residents and holiday homeowners of all ages. The overwhelming response to the question, ‘What does Lorne mean to you?’ was ‘Memories’. So many people who come to Lorne do so because of memories of family holidays. Many homes in Lorne have played host to generations of family members, creating their memories of Lorne. The brand ‘Love Lorne’, together with its iconic logo, seemed to encapsulate those thoughts perfectly.

“… the ‘Love Lorne’ logo soon began to appear as transfers on footpaths, as car stickers, and as branding on a range of merchandise. A ‘Love Lorne’ website and information directory led to an e-news and social media presence with a combined reach of over 12,000 people.

“… a ‘We Love Lorne’ Facebook page was soon interacting with some 8,000 people over summer as people posted “Summer Selfies” of their favourite spots around Lorne. Additional local, state and national publicity programs were initiated through the Internet and radio.

“… most importantly, a bid for state, federal and local government funding was successful and, along with some generous business and private financial support, created a cash reserve to fund the acquisition of high-class acts, a big-top circus tent and, for a couple of years, the Spiegel Tent.

“… among the events ‘Love Lorne’ has championed have been: a partnership with the Melbourne Food & Wine Festival’s Family Fish and Feed (2012) and Rock Lobster (2013); the Swing Bridge Model Boat Regatta, which ran for four years until stymied by inclement weather in its 5th season [NB: this event has since been successfully revived and re-branded (post-Covid) by the Lorne Men’s Shed]; Lorne Shopping Weekends; and the Lorne Festival of Performing Arts [FOPA] (2012-2019).

The initiative’s signature event, FOPA, demands further explanation—especially for those who may not have known Lorne in those years. As Chris summarised, FOPA was a highly anticipated and much-loved annual event: “… that provided an opportunity for the Lorne community to experience circus, music, dance and the spoken word commonly only available to our compatriots in Melbourne, Adelaide or Edinburgh! It attracted 1,800 people in 2012, some 2,500 people in 2013, and several thousand in its 3rd and 4th years. More than 52% of attendees came from outside the Surf Coast region in its first year alone.

“… importantly, the business community saw an increase of 7% in both retail and occupancy rates for September 2012 [FOPA’s 1st year] compared to 2011. Attendance and bookings rose, year on year thereafter, aided in no small way by the addition of the fantastic Amy’s Gran Fondo Bike Ride. With supporting funding from Surf Coast Shire, Festivals Australia, and corporate and private benefactors, not to mention the local business owners and community, each year some 60-80 artists brought unforgettable performances to our town over a 3-day stretched weekend. In particular, FOPA had proved to be a great example of how a community—our community—could create a tourism opportunity at a time of year when business sustainability is usually heavily challenged. Ably supported by an army of volunteers, the Lorne Lions Club, Lorne Care, and a raft of other community organisations, the five-year Love Lorne initiative was embedded as a regular winter ‘must-see’ for all who love Lorne!

Retrospectivity—often subject to rose-tinted memories and nostalgia—can leave us longing for the ‘good old days’, but: “… after changes to government policy on Arts Funding, it became increasingly difficult for a team of volunteers to continue to run the ‘Love Lorne’ project. Coincidentally, several of the early ‘drivers’ of the program had moved away from Lorne to take up other roles in Geelong and elsewhere. Consequently, in 2017, a tough decision was made to cancel FOPA [SCT 18/07/18].

The vibrancy of the ‘Love Lorne’ program had lost its sheen, and, despite a valiant effort from a new LBTA committee to reignite the concept of FOPA in 2018 and 2019 with a different model, utilising existing venues rather than the grandeur of a circus tent. But funding proved too tight, top-notch performers were hard to find at lower levels of reimbursement and the future of FOPA became unsustainable. Far North Queensland was also ‘back in favour’.

Then came Covid-19 to add 2020-2022 insult to 2018/19 funding injury. Covid shut down everything—everywhere—and the world changed permanently. It was as if two and a half years were wiped clean from the global calendar.

Finally, as the nation rebooted through the later months of 2022 into 2023, accrued disposable incomes fed a lust for overseas and interstate travel. This came at the expense of local destinations—like Lorne—where a Covid-damaged tourism industry battled for a meagre share of a still stubbornly sluggish international tourism market.

So here we are in the winter of 2023. Again, the caravan parks stand empty of holiday season vans, blinds blank holiday house windows, Antarctic fronts surge past Point Grey, and the town again has seemed rather sad, forgotten and forlorn. Several shops and restaurants have closed, are on winter recess, or are only open at weekends, and our still small permanent population have hunkered down for another long winter.

Do we have it in us to rekindle the positivity and vibrancy of the ‘Love Lorne’ heydays of 2010-2016? Should this be food for thought over the coming summer months before we head towards winter 2024? I, for one, surely hope so.

John Agar

 

A word from the Chairman – John Higgins.

Dear Santa

I know it’s very early and you might think me selfish but I want to get my Christmas wish-list in early this year. Please let me explain; I am putting the list in early because I know your bureaucratic elves get very busy and have lots of paperwork to complete and policies to write (not to mention their real work and delivering Christmas presents). And it’s not really selfish because I am doing it on behalf of the wonderful Lorne community.

So here goes:

1. This is an easy one. Get out your calendar and put a big red circle around the 1st of September, that’s when Spring is supposed to start, not a month or two later! Now get onto your weather elves and tell them to flick the switch on the 1st.

2. We would like a swimming pool, a gym and a pavilion that are open and fit for purpose. Not too much to ask for our budding Olympians and those of us who still dream of past glories, or just need the exercise.

3. The Lazarus Lounge open for business at the Aquatic Club. This wonderful space lies dormant as we wait for various arms of government to make what to us seem simple decisions. Please delegate this to your most senior and proactive elf for immediate action.

4. A new vision for Point Grey. Now I know we have been asking for this for 15 years, but I understand there are elves already working in the background on this. We don’t expect it to be neatly wrapped or done up with Christmas tape (especially not red!), but we would just like to see a clear picture of what is coming.

5. An amazing summer for our traders, with all shops occupied, happy customers and staff who have security of employment and somewhere to live.

6. And when you’ve done all that, can we please have our New Year’s Eve fireworks back. Nothing too elaborate, just to recognize the achievements of the year and celebrate our hopes for the future.

There that’s it Santa, not too much to ask really, and I promise to be a very good boy!

This week, the world farewelled one of the greatest interviewers we have ever seen or are likely to see again. Sir Michael (“Parky”) Parkinson died at the age of 88, after more than 60 years in the media.

The son of a miner, Parky was always humble, charming and entertaining. In paying tribute to him, news host Angela Rippon said, “He listened to what his guests said and had a conversation with them, rather than going through a list of questions or haranguing them”. How things have changed! RIP Parky.

Speaking of greats, Lorne Football Netball Club President, Carly Enticott, is hanging up the runners after an extraordinary 34 years of competitive netball. Congratulations on a great career Carly and we look forward to your ongoing presidential leadership.

Cheers, John Higgins Chairman

 

Lorne Ward Events Calendar

September

3 Run the Marsh – Lace Up for a Fun Run!

Attention all fitness enthusiasts! Get ready to lace up your running shoes and participate in the 3 Run the Marsh event. Whether you’re looking for a leisurely walk or a competitive run, this event caters to all preferences. Choose from a 3km walk or opt for the 2km or 5km fun run. The event will take place at the scenic Frogwood Arboretum in Deans Marsh, starting at 9am.

To be part of this invigorating event, make sure to register at deansmarsh.org.au and secure your spot on the track.

10 Amy’s Gran Fondo – Cycling Adventure on the Great Ocean Road

Calling all cycling enthusiasts! Prepare to embark on an unforgettable cycling adventure along the iconic Great Ocean Road. Join Amy’s Gran Fondo, a premier cycling event, as you pedal your way through breathtaking landscapes and challenging routes. This is an opportunity to push your limits and experience the beauty of the region from a unique perspective.

For more information and registration details, visit amysgranfondo.org.au.

15 ‘What a Wonderfulworld’ Exhibition – Celebrating Local Artists

Art aficionados, here’s an event to mark on your calendars! The ‘What a Wonderfulworld’ Exhibition is set to captivate your senses as it showcases the exceptional talent of local artists. The exhibition opens with a grand event on Friday from 6pm to 7:30pm and will be open to the public daily from 10am to 4pm.

Visit the Lorne Community Connect to immerse yourself in a world of creativity and artistic expression. Don’t miss the chance to appreciate the beauty and imagination of local artists in this captivating exhibition.