There has been much talk over time on how best to revitalise the older part of the Pialba business district. I personally believe there is one fundamental problem that really needs addressing. We must have a suburb called Hervey Bay City which incorporates the CBD area. At present the CBD lies within the suburb of Pialba & fringe CBD in Uraween, therefore confusing many outsiders on where in fact the CBD is. It can also be hard for businesses to brand themselves on circumstances, intrastate or international level if they write there address down as Pialba, this means nothing outside the region. The location has spent millions of dollars branding the city as a destination, but there is no actual part of the city called Hervey Bay, we simply officially have the Bay of Hervey Bay.
In the brand new age of technology it is incredibly important to acquire a clear brand out on the market place, because people are now doing most of their research via internet with search engines such as for instance Google. Someone sitting in Sydney looking to do business in Hervey Bay isn’t going to search for a suburb such as for instance Pialba; they recognise the brand of Hervey Bay, just as they would key in Maryborough or Brisbane.
The issue goes way beyond normal branding, it gets reflected in property magazines& websites that show property values for the different suburbs in around the area, but there is no suburb of Hervey Bay. Many Weather maps don’t recognise our area, look at most of the state and national newspapers; they bypass Hervey Bay within their maps, although many towns with far smaller populations are shown just cbd. Some of the evening news weather maps do the same. Go to many search engines for travel, such as for instance Google maps, RACQ, and the location of the city differs and you don’t obtain a clear or consistent location of where in fact the CBD is. It doesn’t exist beyond council’s town planning scheme.
As an individual who works within the CBD and does a lot of commercial business state wide & interstate, it’s a supply of constant confusion and extremely tough to have accurate statistics to reflect CBD sales, populations, values etc. It can also be hard to describe to anyone interstate that there’s no CBD suburb and part of Pialba or Uraween covers the CBD.
I think it would have been a fantastic branding exercise for Hervey Bay to truly have a clear identity for its City Heart. Also with the brand new Fraser Coast Regional Council it may promote two CBD centres. This might be great for business to all come under a consistent Brand.