Converted shipping containers carefully placed across a number of Victorian vineyards will seek to reinvigorate the state’s regional tourism industry, the Victorian state government has announced.
In a new campaign dubbed ‘Wine Down Pop Up’, the shipping containers will be placed for around a month each at wineries in the Yarra Valley, Mornington Peninsula and Rutherglen, allowing visitors an opportunity to experience the region while staying in one of the converted micro-rooms. The campaign comes as a partnership between Visit Victoria and sustainable design firm, Contained.
Each container will be powered by solar generators, making the exercise entirely carbon-neutral, and will feature a hot tub, wine bar and virtual reality experience showcasing other parts of the state.
Containers will be available at Seville Estate from 28 Feb to 28 March 2020; Montalto from 03 April to 02 May and All Saints Estate from 08 May to 07 June. A similar initiative at three different wine regions in 2019 proved to be a massive success, with a 95% occupancy average enjoyed across the three-month-long stays in the King Valley, Macedon and South Gippsland regions.
More than 220 companies have responded to a government call for participation in a Bushfire Recovery round of the state’s Regional Events Fund, with increased marketing activity from Visit Victoria helping to drive visitors outside of the Melbourne metropolitan catchment.
“Regional Victoria has attractions and accommodation for visitors of every description, and this is a terrific temporary addition to our offerings,” said Visit Victoria CEO, Brendan McClements.
Minister for Tourism, Sport and Major Events, Martin Pakula, added now was the time to book a getaway in regional Victoria.
“Wine Down Pop Up offers a unique experience and will help to support tourism businesses and workers from across the state.”