Bowral’s Centennial Vineyards rezoned for tourism and concerts

World-renowned musicians like Bruce Springsteen and Celine Dion could put the Southern Highlands on the map under this $10 million business plan. VOTE IN OUR POLL

Global superstars such as Celine Dion and Bruce Springsteen will be courted to play in the Southern Highlands after a popular tourist attraction won the right to position itself as a premier concert destination.

Centennial Vineyards in Bowral has successfully been rezoned for tourism after a protracted battle with Wingecarribee Shire Council, allowing it to now put on bigger and better concerts and events, with the potential to generate $10 million a year for the local economy.

International stars like Bruce Springsteen are at the top of the list of artists wanted for concerts at Centennial Vineyards. Picture: Ander Gillenea/AFP

It is hoped artists like Celine Dion will perform in Bowral now. Picture: Alice Chich

Owner John Large said the new zoning would bring long-term stability to the popular attraction and would create new opportunities.

“It’s a lot easier for us to get development approvals approved for tourist-related events,” he said.

Centennial has hosted concerts since 2006 in collaboration with A Day on The Green, a top-tier concert organiser who facilitate concerts at wineries around Australia.

According to the organiser, increasing the number of concertgoers by 4000 would allow Centennial to bring in hugely-popular international acts who require a larger audience.

Mr Large said the increased capacity would position the winery as a concert destination for international superstars like Celine Dion and Bruce Springsteen.

“If you get 14,000 guests, you can bring in really top class, exceptional acts,” he said.

Centennial Vineyards is now zoned for tourism. Picture: Natalie Town

The increased concert capacity would also create greater tourism and economic opportunities for the region at a time when many local businesses are struggling.

A report quoted in the DA estimates 10,000 concertgoers generate $2.423 million for the shire’s economy, which equates to $10 million a year in four concerts. The report estimated 50 per cent of attendees would book accommodation and spend money on taxis, food, drink, and so on.

“It is important that the Southern Highlands be recognised as a location that offers a variety of experiences for a cross section of the whole community,” the DA said.

A report into the rezoning request said classifying a large portion of the land for tourism would better reflect its use as an established winery, restaurant and cellar door attracting continuous visitors year-round.

Only a portion of the 127-hectare site will be rezoned, with a large area to remain environmentally protected.

Centennial has previously had experienced difficulties with the length and inconsistency of the DA process under the now-suspended council. Mr Large said he was told rezoning would bypass many of these issues and allow the vineyard to be recognised as a tourism destination.

The report from council staff recognised the significance of tourism to the Southern Highlands as a major contributor to the local economy.

“(R)ural-based tourism provides the potential for a broader economic base in such communities to add diversity to the economy,” it stated.

Centennial Vineyards has a long history of being a tourism destination, from its origins as a trout farm to its use as a horseriding facility. Mr Large said the rezoning would increase the attraction of the vineyard and benefit the whole community.

“If it’s good for us, it’s good for the area,” he said.

With the new rezoning, Centennial Vineyards hopes to attract an increased and diverse tourist crowd.

“It comes at no cost to the area because of the number of people that are attracted to these events.”

Although Centennial doesn’t currently have any DAs before the Wingecarribee Shire Council, the rezoning will create the potential for new accommodation, functions, and the continuation of outdoor concerts.

The vineyard is currently approved to host outdoor concerts with 10,000 attendees but a recently-rejected development application with council sought to increase that capacity to 14,000.

Mr Large said he hoped the council will reconsider the increase in concert capacity to 14,000 people now the land has been rezoned. Currently he said the application for increased capacity at Centennial is “on the stove cooking”, but the rezoning will make all future DAs more streamlined.

“That’s why we did it: to make life a little easier,” he said.