The aims of the project are to specifically support recovery and partnership marketing initiatives to re-establish the Sovereign Hill product back into the national domestic market while allowing Sovereign Hill to retain its workforce and volunteer base.
The recovery of Sovereign Hill due to COVID-19 has required it to financially restructure and, with assistance of the Victorian Government, to accommodate the reduction of 6,000 (at peak) to 1,500 daily visitors (peak). It has been able to survive and maintain a highly modified operation and maintain assets at a minimal level. This however has seen a diversion of resources to survival and workforce at the expense of marketing to attract new domestic visitors.
Sovereign Hill has a direct flow through impact for the regional and draws visitation to other attractions, accommodation, hospitality venues, etc.