Reflecting on 2024

As a relatively new resident of Benalla, this is my second year living here, and it has been a time of discovery—experiencing the community, supporting local businesses, and understanding the opportunities that lie ahead.

My background is in graphic design, with experience working alongside architects, planners, and urban designers. I also ran my own design agency in Sydney for 15 years, growing from a solo operation to a team of six.

We chose Benalla for many reasons: its unique character, thriving arts and culture scene, welcoming community, affordability (compared to major cities), and its central location within the region.

This year, I’ve seen firsthand the success of the Benalla Street Art Festival and the positive social and economic impact tourism brings to our region. At Winton Raceway, I’ve witnessed growth in events from 145 in 2023 to 219 in 2024, reinforcing Benalla’s role as a major events destination.

According to the Benalla Tourism & Events Strategy 2018-2022, the region attracted over 335,000 visitors in a single year, generating $42 million in visitor expenditure. Events, art, motorsport, and the natural beauty of the region continue to draw people in, creating opportunities for local businesses.

To support this growth, I encourage businesses to stay informed about major events through the key organisations that drive tourism. Their websites are valuable resources to help you plan ahead and find ways your business can benefit.

Looking ahead, Benalla has enormous potential. There is strong community demand for more nightlife venues, expanded accommodation options, and a broader retail offering. Attracting and retaining skilled staff will be crucial in ensuring these developments can flourish.

Benalla is a great canvas — let’s continue building on its strengths and shaping a vibrant future together.

Joel Spencer, BBN Committee Member