Overview
Recognising another year serving the Morwell and Latrobe City community, 2023 was Advance Morwell’s 26th year of operation. This year has been one of progressive renewal and rebirth for Advance Morwell.
In March 2024, at our last Annual General Meeting, we saw the retirement of our long-standing Secretary and Life Member Keith Brownbill. A foundation member of Advance Morwell, Keith made an immense contribution to Morwell and was actively involved in many of our activities, including: preparing award-winning Tidy Town submissions, installation and maintenance of CBD rose planter boxes, the Morwell Town Common Redevelopment, multiple community events including the initial International Rose Garden festivals, new town entrance signage, and the development of the Sir Stanley Savige Memorial and Legacy Place.
Keith’s resignation and subsequent passing signaled the end of an era. Along with John Guy and Max Williamson, Keith was part of a triumvirate who for many years - ably led this organisation and contributed so much to Advance Morwell and our Community. Advance Morwell is investigating opportunities for permanent recognition of these individuals’ contribution to Morwell.
During the first half of the financial year, our Committee worked to rebrand and refresh our organisation, culminating in the election of new Committee members at our last Annual General Meeting. This has brought new energy and fresh ideas to the Committee table, setting the foundations for a bright future.
Committee
This year we were fortunate to have five new experienced business professionals and community advocates join the Committee. Representing the higher education, commercial and retail sectors, Yousef Ibrahim, Graham Lougheed, Alfi Prestipino and Tony Salvatore, have helped reinvigorate the Committee, with their diverse insights and skills.
While for much of the year, we did not have a full committee, those members who have continued to actively support the delivery of our efforts must be recognised. Those Committee Members include Graeme Sennett, Chair and Secretary David McInnes; Deputy Chair; Shashi Bhatti, Treasurer; Howard Williams, Membership Officer: and David Burt, Business Relations.
Committee meetings are held monthly with a representative of Latrobe City Council now attending.
Business Sector
Recognising that the Advance Morwell Traders Group became inactive some time ago, , the Committee has made multiple overtures during the year to engage and reinvigorate this group. Unfortunately, except for Donna Hicks at Dear Delilah, there has been little interest, with trader representation remaining a future opportunity to be progressed.
Membership
We recognise and appreciate all our longstanding members and those who have joined more recently in supporting us to advocate for Morwell & Latrobe City.
While our membership base remains relatively steady, our new Committee recognises that our future relies strongly upon having engaged members. To this end, we are progressively increasing our member engagement with a focus on achieving 200 members by 2025/26.
ANZAC Day
Shashi Bhatti represented Advance Morwell on Anzac Day, laying a wreath on Advance Morwell’s behalf in remembrance of those Morwell Residents who have served their country in times of conflict.
Representation
We continue to lobby both the Latrobe City Council and State Governments on issues affecting Morwell, Latrobe City and Gippsland. We have had continued contact with Morwell Councilors and Member for Morwell Martin Cameron.
Howard Williams continues to represent Advance Morwell on the Community Recovery Committee which was formed at the time of the Hazelwood Mine Fire and has continued over the years since. An Emergency Plan for Morwell is the last remaining objective to be delivered.
Howard Williams also represents Advance Morwell on the Energy Australia Yallourn Environmental Review Committee, and we thank Howard for this work.
Advance Morwell was also represented on the International Rose Festival Committee.
Recognising that Advance Morwell supported the establishment of the Latrobe City Business Chamber (LCBC) and following their provision of 2022/23 honorary LCBC membership to our business members, we have met with LCBC executive regarding the continuation of joint membership for interested business members.
Along with numerous community agencies and Latrobe City Council, Advance Morwell participated in a Community Safety Round Table that was organised by Harriet Shing to address behaviour concerns in the Morwell CBD.
Mine Rehabilitation and Transition
Advance Morwell continues to monitor and be involved in discussions on the Mine rehabilitation as it progresses and maintain an active interest in the management of Hazelwood Mine Rehabilitation Works.
We maintain a close relationship with Energy Australia to ensure we have current knowledge of their plans for closure, rehabilitation and new developments.
We also engaged with the Latrobe Valley Authority, hearing from Chris Buckingham, Latrobe Valley Authority CEO, about their plan which reflects community engagement, changes in the local industrial landscape and research on international experience.
Committee for Gippsland
We have continued our membership of the Committee for Gippsland, utilising this relationship to lobby on regional issues such as the delivery of the Traralgon Bypass which is essential for the future of the transport industry in Gippsland.
Gippsland Rail Revival
Initial engagement with these works was positive with the construction of the offset platform arrangement as proposed by Advance Morwell, reducing impact on parking and providing additional access from the Bus Terminal to facilitate intermodal transfers. However, the Committee has been frustrated at the lack of progress in finalising these works.
David McInnes and Graeme Sennett met with Regional Rail Revival to discuss regeneration works for Alexandra Park and Advance Morwell has continued to lobby for the reinstatement of town assets and the opening of the new platform, which has been deferred by poor resource planning and delayed signaling infrastructure installation.
Car Parking
Advance Morwell has a history of actively lobbying for improved car parking in Morwell which resulted in the delivery of new car parking at Morwell Train Station, and on the site of the former Ampol petrol station and garage.
Additionally, the formalisation of car parking on the Commercial Road/Jane Street Bridge corner completes another of Advance Morwell’s requested town improvements – one which we first lobbied for in 2009.
We continue to work with Latrobe City on enhancing parking in the Morwell CBD, meeting with Latrobe City Council to discuss the proposed development of a multi-story carpark to be erected opposite the Art Gallery and Legal Precinct.
Community Advocacy
Advance Morwell has continued to champion local issues and celebrate business achievements.
Following the closure of the Morwell NAB branch Advance Morwell was vocal on local radio stations and newsprint, highlighting the significant impact that this has had on the business and broader community. We raised how it has not only disproportionately affected our elderly and vulnerable community members but that our traders now incur additional costs, security risks and time penalties to do their banking.
Advance Morwell celebrated local success story, Aussie Broadband, who was awarded the 2023 Gippsland Business Awards ‘Hall of Fame’ award. This Morwell business has grown from a small regional internet provider to the fifth largest telco in Australia which is listed on the Australian Stock Exchange. For many in Morwell, it creates a great sense of pride to see a business that was started by a local lad, grow and prosper, while still maintaining its headquarters in the town.
Civic Engagement
Recognising the deterioration in the appearance of Commercial Road garden beds, Advance Morwell met with Council Officers responsible for garden maintenance, conducting a walk through of the area which subsequently resulted in a planting refresh.
In 2016, Advance Morwell organised three outdoor musical instruments for Morwell’s Legacy Place. After being stolen in July 2019, one of these items (valued at $7,000) was recovered by police in 2022, and in 2023 Advance Morwell finalised the relocation to Town Common playground.
Members of the Committee routinely engage with Council to ensure civic maintenance issues are addressed.
Christmas Promotion
Advance Morwell organised a Christmas promotion which was held on Saturday 16th December 2023, that included a roving Santa distributing lollies, face painting and Morwell Band playing in Commercial Road.
Additionally, several cafes participated in a coffee giveaway, partially funded by the Latrobe City Christmas Grant. Each café was provided with 50 coffees to give away. Feedback on the initiatives was extremely positive.
Advance Morwell also utilised a portion of the Latrobe City Christmas Grant to support Rotary Community Fun Day.
Initiatives
During the year several new initiatives have been instigated.
- The Committee agreed in principle with the concept of painting murals in the town. Work is underway to identify suitable artists, planning requirements, and walls where landlords would allow painting.
- Recognising the economic benefits of an RV town and the requirements associated with this, a potential site has been identified with meetings of relevant stakeholders and Latrobe City now underway.
Branding and Web site
As part of a broader renewal plan, the Committee agreed to complete a branding refresh and update of the Advance Morwell website, which commenced in July 2023.
Advance Morwell engaged “The Content Queen” Mariah MacInnes who worked with the Committee and selected members to complete the review.
Within the constraints of our member management system platform, our website www.advancemorwell.org.au now has a new layout, new images and more accessible content including Committee biographies.
Honouring our previous logo, we have refreshed our brand, with new typography and modified colours which are more contemporary and in line with our existing rose iconography, all reflected in our new branding guide.
Mission and Objectives
Based on initial work undertaken as part of the branding review the Committee reviewed our mission, values, and strategic directions. Our objective was to ensure that they accurately reflect Advance Morwell and our ongoing role in the community, enhancing our ability to serve you better and make a positive impact.
Mission
- Advance Morwell and Latrobe City by creating opportunities for business and the broader community.
Values
- Innovation – embracing the power of new ideas, creativity and invention
- Collaboration – working together to achieve great things
- Community – achieving through connecting, interacting, and growing together
- Opportunity – creating the environment to grow and develop
- Passion – pursuing our goals with enthusiasm and determination
Strategic Directions
Leadership: Drive the positive development of Morwell and its community.
- Advocacy: Lobby all levels of government to promote Morwell's growth, advocating for businesses and residents.
- Business Support: Actively support businesses to foster regional development.
- Unity: Establish positive links promoting unity in Latrobe City by working together with other associations on matters of wider Latrobe City interest.
Marketing: Build a Positive Image for Morwell
- Business Development: Enable the promotion and growth of Morwell’s business and retail sectors.
- Community Relations: Advance the relationship between Morwell’s retail, commercial and office precincts.
- Innovation: Support the creation of a modern commercial appearance for Morwell.
- Partnership: Encourage and promote the development of new and existing businesses
- Promotion: Highlight Morwell’s attractions, history, and achievements.
Improvement: Enhance Morwell through business development activities, promotional events, and property appearance initiatives.
- Community Relations: Strengthen relationships within Morwell’s retail precincts and encourage new and existing business development.
- Development Opportunities: Consult with Latrobe City to facilitate retail and residential development opportunities.
- Latrobe City Collaboration: Partner with Latrobe City to enhance the built environment, public safety, and overall attractiveness of Morwell for shopping, visiting, living, and working.
- Positive Image: Build a modern commercial appearance and promote a positive image for Morwell among constituents.
- Strategic Intent: To have 200 active members
making a difference to Morwell
