There’s been much talk over the years on the best way to revitalise the older area of the Pialba business district. I personally believe there is one fundamental problem that really needs addressing. We have to 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 be hard for businesses to brand themselves on a situation, intrastate or international level if they write there address down as Pialba, meaning nothing outside the region. The area has spent an incredible number of dollars branding the city as a destination, but there is no actual area of the city called Hervey Bay, we just officially have the Bay of Hervey Bay.
In the new age of technology it is incredibly important to get a clear brand out on the market place, because individuals are now doing most of their research via internet with search engines such as Google. Someone sitting in Sydney looking to accomplish business in Hervey Bay isn’t going to find a suburb such as Pialba; they recognise the brand of Hervey Bay, just as they’d enter Maryborough or Brisbane.
The problem goes way beyond normal branding, it gets reflected in property magazines& websites that report property values for all your 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 in 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 numerous search engines for travel, such as Google maps, RACQ, and the location of the city differs and you do not get yourself 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 plenty 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 be hard to explain to anyone interstate that there’s no CBD suburb and section of Pialba or Uraween covers the CBD.
I think it will be a fantastic branding exercise for Hervey Bay to have a clear identity because of its City Heart. Also with the new Fraser Coast Regional Council it may promote two CBD centres. This could be beneficial to business to all or any come under a constant Brand.