There’s been much talk over the years on how best to revitalise the older part of the Pialba business district. Personally, i believe there’s one fundamental problem that 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 in actuality 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 location has spent an incredible number of dollars branding the city as a destination, but there’s 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 extremely important to get a clear brand out available in the market place, because people are now doing most of these research via internet with search engines such as Google. Someone sitting in Sydney looking to complete business in Hervey Bay isn’t going to find a suburb such as Pialba; they recognise the brand name of Hervey Bay, just like they’d type in Maryborough or Brisbane.
The matter goes way beyond normal branding, it gets reflected in property magazines& websites that show property values for all the different suburbs in around the location, but there’s 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 Google maps, RACQ, and the location of the city differs and you may not get yourself a clear or consistent location of where in actuality 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 source of constant confusion and extremely tough to get accurate statistics to reflect CBD sales, populations, values etc. It can be hard to spell out to anyone interstate that there is no CBD suburb and part of Pialba or Uraween covers the CBD.
I believe it would have been a fantastic branding exercise for Hervey Bay to truly have a clear identity because of its City Heart. Also with the brand new Fraser Coast Regional Council it might promote two CBD centres. This may be beneficial to business to all or any come under a steady Brand.