HOSPITALITY venues and respected craft beer breweries are teaming up to put Ballarat on the Easter trail map.
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On a traditionally busy, eventful weekend about the wider region, Easter has long been a quiet time for Ballarat. A team of bars and pubs are determined to change this.
Ballarat Beer Hop will take people on an Easter path through six venues across the city, tasting their way through local beer and wine samples on Saturday of the long weekend.
Event spokesperson Jordan McPhan said the aim was to make Ballarat the home of Easter for 'big kids'.
"All the other cities around us have it covered with events aimed at families, so we thought let's go more for those who don't have to worry about Easter Bunny," Ms McPhan said. "We want people to know that just because everyone tends to go away for Easter, doesn't mean there's nothing on in Ballarat."
The event has been praised by Visit Ballarat and Commerce Ballarat chiefs, who both praise organisers for talking the initiative to help activate the central business district in a traditionally tough period for traders.
The Western Hotel is also launching a Carpark Jam music session, donating 10 per cent of money raised to the Good Friday appeal. Radio station PowerFM and Mars confectionery are co-hosting an Easter egg hunt.
Sovereign Hill is also running a Lost Trades school holiday program.
Commerce Ballarat chief executive officer Jodie Gillett said Beer Hop was a great way to try and entice more people into hospitality venues and retail.
This Easter period is a particularly hard time for traders with the Anzac Day public holiday within the same week. Ms Gillett said venues needed customers to cover the costs of staying open while on the flip-side, casual staff would lose hours if business closed.
"It's great to get the word out that there is activity in Ballarat this Easter," Ms Gillett said.
Retailers and hospitality venues can open with a little more confidence.
Beer Hop organisers said similar events in cities like Bendigo had grown into strong event fixtures. They hope to gradually grow the Ballarat hop into a three-day event with the potential for staging a progressive dinner and showcasing the city's foodie culture.
The first Ballarat Beer Hop with start as a collaboration between Hop Temple, The Mallow, Campana's Stockade Cellars, Freight Bar, Housey Housey and The Pub with Two Names.
Each venue will host two breweries and one winery. Those on the hop can work their way through venues at their leisure.
Ms McPhan said the uptake from local breweries had been really positive with some of the state's most respected craft beers to be on show: Dollar Bill, Two Birds, Jetty Road, Colonial, Brick Lane, Federation University, Red Duck, Blackman's, Cubby Haus, Hop Nation, Café Sidra and White Rabbit.
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"We're really fortunate to have so many amazing local venues and breweries who were keen to get on board and support the event," Ms McPhan said. "I think the prospect of boosting tourism and activity in the CBD over Easter has been really exciting for local business, and hopefully we'll see a flow on into surrounding businesses."
Visit Ballarat chief Noel Dempsey said the Beer Hop was the perfect complement to the city's growing craft beer scene.
"Not only does the event showcase our booming beer culture but also the boutique breweries who call this region home," Mr Dempsey said.
Details: ballaratbeerhop.com.au.
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