FEELING THE LOVE: 54,000 VISITORS TO HUNTER VALLEY, NSW IN JUST 8 DAYS
Over the 11th and 12th of January 38,000 visitors attended Elton John’s Farewell Yellow Brick Road Tour at Hope Estate. The two-day sold-out concert has made for what is arguably the busiest weekend wine country has ever seen. On the 18th of January, Hope Estate is set to host Cold Chisel with 16,000 expected patrons. With the addition of the Cold Chisel attendees it equates to over 54,000 visitors within a 8- day period.
Generally speaking, the Hunter wine region constitutes 3% of Australia’s wine production and plays an enormous role in Australian tourism. The Hunter Valley is located in the Cessnock region of NSW, the 2019 winner of NSW Tidy Town Awards. The Hunter Valley’s lush rolling hills and vine-filled landscape houses over 150 wineries. With historic and contemporary cellar doors, world-class venues such as Hope Estate, beautiful places to stay and award-winning restaurants the Hunter Valley is a mecca for enviable recreation and luxurious leisure. It’s unsurprising that the Hunter is the largest regional economy in Australia, ranking above Tasmania, the
Northern Territory and the ACT according to the NSW Government (16th March 2018).
City of Cessnock Mayor Bob Pynsent stated, “The Cessnock Local Government Area continues to build a reputation for being a mecca for events. These events draw visitors to our region, who spend at local businesses during their stay and provide a boost to our local economy. It’s also an opportunity for visitors to experience what we have to offer and plan a return trip. The Hunter Valley Visitor Information Centre is always happy to assist visitors in planning their stay and helping them get their most out of their experience in the Hunter Valley.”
However, with much of the region’s beautiful bushland decimated by the recent bushfires and damage to homes, flora, and fauna, local businesses have also seen economically vital tourism plummet. The impact of these bushfires has directly caused a lull in tourism with accommodation venues receiving cancellations due to a fear of travelling. Local cellar doors including Hope Estate are experiencing very low foot traffic and receiving many calls regarding the likelihood of bushfires and air quality in the region cancelling the Elton John concert.
Jessica Sullivan, CEO of Hunter Valley Wine and Tourism Association has said, “Thanks to Hope Estate and Hunter Valley operators over 38,000 people got to meet a legend last weekend in the Hunter Valley. On behalf of the HVWTA, I would like to congratulate the region for doing such a stellar job which shows why we are one of the leading destinations in Australia. The Hunter Valley’s capacity and capability to host such large events has been shown time and time again, and even in the toughest times. These superstar concerts couldn’t have come at a better time, with the Valley’s visitation being the hardest hit from surrounding bushfires occurring over some months since October and increased costs from drought. HVWTA recognise the important contribution events make to our visitor economy. However, we are currently assessing the impact of these bushfires and drought with a survey recently sent to HVWTA members and non-members on our database. Here’s to superstar concerts and the big names loving the good life in the Hunter Valley.”
Owner of Hope Estate, Michael Hope commented, “It was a bloody good show! For those who were lucky enough to score tickets to Elton John and come up, we’re so pleased you did. I know we’re not the only business locally who’s felt the impact of the fires of late. More than a few of our team have had to drop their work and go defend their homes in the last few months. We’re really proud to have the opportunity to enrich the Cessnock and Hunter Valley region with great shows like Elton John and Cold Chisel. The positive economic impact for the surrounding neighbouring businesses is really great.”
Rosalia Lambert from the Hunter Valley Cheese Factory Company, a vendor at the weekend’s event as well as a local business, said “It was great to see our Hunter guests enjoying themselves after the months of drought, smoke haze and fires, it was a real celebration for everyone in the Hunter. We noticed more guests who had booked for the concert at our cheeserooms and their excitement about the upcoming concerts was contagious.”
Even though there was huge concern about travelling to the Hunter Region perhaps the general public are now willing to make the trip and support regional communities in their recovery. Rover Coaches reported transporting over 8,500 passengers on Saturday the 11th and another 8,100 on Sunday. Michael Kerr stated they “only [received] 6, or so and they were genuine people in fire affected towns and areas.” Additionally, of the 16,000 patrons who purchased tickets to the Cold Chisel concert, 49% were non-Hunter residents.
Excluding the 700-800 staff members onsite for the Elton John concert, over 38,000 patrons attended Hope Estate. The number of visitors has surpassed previous record concerts such as the 2015 Fleetwood Mac performance which had 35,000 attendees over two days. With the addition of the Cold Chisel attendees Hope Estate has created a new house record of over 54,000 visitors across 8 days. Despite being in the midst of catastrophic bushfires and the lowest tourism season, Hope Estate has still drawn the largest number of patrons to the Hunter Valley area to date. It is worth celebrating the continued support of Australian rural businesses by Australian people even during economic and environmental disasters. The Hunter Valley region is glad to be feeling the love.
For further information or enquiries contact:
Christina Tulloch: This email address is being protected from spambots. You need JavaScript enabled to view it.
Rosalia Lambert: This email address is being protected from spambots. You need JavaScript enabled to view it.
Michael Hope: This email address is being protected from spambots. You need JavaScript enabled to view it.
Michael Kerr: This email address is being protected from spambots. You need JavaScript enabled to view it.
Brad Sangster: This email address is being protected from spambots. You need JavaScript enabled to view it.