Bathurst has been selected as one of just ten regional centres in New South Wales to lead the NSW Government’s Regional Night-Time Economy Program — a move that will support new events, increased visitor spend and activation across the city.
The decision backs a model already delivering results on the ground: Elevate Bathurst.
A City Rewriting Its Story
For too long, Bathurst has been defined by a single narrative — known for racing, and too often bypassed rather than chosen.
Elevate Bathurst was established to change that.
Not as a campaign.
Not as a concept.
But as an economic model designed to reposition Bathurst and drive real outcomes.
The Elevate Model: Industry-Led, Results-Driven
In just 12 months, Elevate Bathurst has demonstrated what’s possible when industry leads and collaborates:
- $220,000 in private sector investment secured
- 14 Elevate Partners and 43 regional collaborators engaged
- $200,000 NSW Government funding awarded
- 10.9 million national media reach
- $980,000+ in earned media value
- 3.5 million+ campaign reach — with zero paid media
The Bathurst & Backroads tourism brand under Elevate, alongside campaigns such as the Find Your Cool in Bathurst summer campaign, has helped shift perception — from a pass-through destination to an experience-led regional city.
Why Government Backing Matters
The Night-Time Economy Program is more than funding.
It is an independent validation of the Elevate Bathurst model — and its ability to deliver economic impact.
At a time when regional communities face:
- Rising travel costs
- Access challenges
- Pressure on local businesses
Investment must work harder — and deliver measurable outcomes.
Elevate Bathurst is already doing exactly that.
Elevate Bathurst Treasurer and local business owner Ruth Crampton said the program provides an opportunity for local businesses to collaborate on initiatives that strengthen the regional economy.
“Collaboration across hospitality, tourism, accommodation and events allows regional businesses to share ideas, build capability and deliver initiatives that benefit both local operators and the broader community,” Ms Crampton said.
Driving What Council Needs
The model directly supports Bathurst Regional Council’s priorities:
- Growth in overnight visitation
- Increased spend to local businesses
- Activation of the CBD and night-time economy
- Stronger place brand and perception
- Attraction of residents, students and private investment
This is alignment between strategy and delivery.
From Bypassed… to Chosen
Elevate is repositioning Bathurst:
From a place people pass through…
To a place people choose.
From perception…
To experience.
From single-story identity…
To a vibrant, multi-dimensional regional destination.
Now It Scales
Elevate CEO Rhonda Taylor said the selection marks a critical moment.
“This isn’t the start — it’s recognition of what’s already working,” Ms Taylor said.
“We’ve proven that an industry-led model can shift perception, attract attention and drive economic outcomes.
Now we scale it — and that’s where the opportunity is for the whole community.”
A Call to Be Part of It
With momentum building, Elevate is inviting the community to help shape what comes next:
- Volunteers to support events and activation
- Businesses and organisations to partner or sponsor
- Creatives and community groups to bring ideas to life
Bathurst’s Moment
The model is proven.
Industry is invested.
Government has backed it.
Now Bathurst has the opportunity to lead.
