Renegades chief executive Stuart Coventry told The Courier the club would instead be focusing on building its metropolitan market ahead of the T20 Big Bash League season, which begins in December.

Coventry said the decision not to return to Ballarat was no reflection on the experiences the Renegades had during the three-day visit to the region late last year.

“Fans want to get access to players and meet the key talent,” Coventry said.

“We gave the inner-city people an opportunity this year, but all in all, it was really enjoyed, the experience with the Ballarat community last year.”

Coventry said the club’s time in Ballarat was successful, which resulted in a membership spike in the areas between Melbourne, Geelong and Ballarat.

He also didn’t rule out a return visit to the region in coming years.

“We gained a lot of good friends in Ballarat – it was terrific,” he said.

Coventry said he hoped the Ballarat community would still come and support the club,

particularly with easy access to the ground at Etihad Stadium, where it will play four home games.

Coventry was in Ballarat on Thursday to speak at the launch of the Central Highlands cricket pathways season and STEPS player development program.

Highlanders coaches and player squads for 2014-15 were announced, as was a new set of values and visions.

The STEPS program will involve Highlanders’ under-16 and under-18 boys and girls

squad members and focus on leadership, career and personal development over three sessions in September and October.