There’s been much talk through the years on the best way to revitalise the older area of the Pialba business district. I know believe there is one fundamental problem that really needs addressing. We need 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 the CBD is. It can also be hard for businesses to brand themselves on a situation, intrastate or international level when they write there address down as Pialba, meaning nothing beyond your region. The region has spent millions of dollars branding the city as a destination, but there is no actual area of the city called Hervey Bay, we only officially have the Bay of Hervey Bay.
In the new age of technology it is very important to get a clear brand out in the market place, because customers are now doing most of their research via internet with search engines such as Google. Someone sitting in Sydney looking to complete business in Hervey Bay isn’t going to look for a suburb such as Pialba; they recognise the brand name of Hervey Bay, just like 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 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 many 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 Google maps, RACQ, and the located area of the city differs and you do not get yourself a clear or consistent location of where 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 source of constant confusion and very difficult to have accurate statistics to reflect CBD sales, populations, values etc. It can also 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 would have been a fantastic branding exercise for Hervey Bay to truly have a clear identity for the City Heart. Also with the new Fraser Coast Regional Council it may promote two CBD centres. This could be great for business to all come under a constant Brand.