THE Briars property at Mount Martha could be opening up for glamping and new dining opportunities under a new plan to expand “experiences” at the heritage-listed property.
Mornington Peninsula Shire Council is calling for expressions of interest for restaurant/village and “glamping precincts” at the property, which already includes a historic homestead and gallery, visitor’s centre, wildlife sanctuary, wetlands, gardens, nursery, vineyard, cafe, kiosk and picnic areas.
The expressions of interest document states the “rare” business opportunities now opening up would come under The Briars master plan, which focusses on “protecting, enhancing and celebrating” the natural, cultural and heritage beauty of the property.
“What is already loved by our community will remain, and we will bring in some new, carefully considered experiences allowing more people to enjoy this space”, the document states.
The property housed award-winning restaurant Josephine’s until June 2020, when it controversially lost the tender to continue at the site.
Now, the council is hoping to revive tourism numbers with flash new dining experiences and by venturing into the increasingly popular glamping market.
Glamping makes up a considerable part of the hospitality industry and is an emerging trend among tourists where the idea of camping has moved from being an uncomfortable and cheap form of travel to a glamourous, outdoor experience.
According to market sources the global glamping market expected to reach $3.9 billion by 2027.
The Briars’ new glamping experience, called Sanctuary Dreaming, is anticipated to include night walks, Indigenous stories, stargazing, night walks and bush food.
The shire’s marketing material states that it is also looking to “elevate the restaurant experience and influence the new village precinct”.
“A precinct where the focus will be on growing fresh food, serving up inspired meals, educating visitors and giving back to our community.”
Chefs “will be cooking with homegrown fresh produce that will also be available to purchase at the market gate”.
The shire’s manager community facilities and precincts, Rebecca Levy, said The Briars was a “precious patch” of the peninsula.
“It protects an area of indigenous vegetation, which is home to a range of native fauna, and enables visitors to learn about and connect to our environment through educational and informal experiences,” she said.
“Our master plan for The Briars includes initiatives to highlight the Aboriginal history of the site and of the peninsula as a whole, as well as our European history.
“We also aim for The Briars to support the peninsula’s role as a food bowl for Melbourne, through the demonstration of regenerative agricultural techniques and by growing food for our eateries and for those less advantaged.”
Ms Levy said glamping would provide guests with the opportunity “fully immerse in” and connect to the beauty of the sanctuary and Aboriginal culture.
“This experience is part of the sanctuary expansion, which will see an additional 40 hectares of indigenous vegetation planted and include additional walking trails, places for educational experiences and the introduction of locally endangered or extinct species,” she said.
“It will be off the grid, with a low footprint to minimise impact, and will highlight sustainable living.”
The shire estimates that full delivery of The Briars master plan will add 198 jobs and more than $29 million to the economy through increased numbers of visitors and flow-on benefits to businesses.
