PEN INSULA PEOPLE
Working for 150 bosses in an industry prone social work, as well as full time mothering,
to weather conditions and world markets embodies all the virtues needed to run the
may not sound like a recipe for career region?s largest ?family? of talented, professional
longevity, but Cheryl Lee has not only been and highly-driven winemakers and
at the helm of the Mornington Peninsula grape growers.
Vignerons Association for eight years, but What brought you to the Peninsula ?
still exudes a passion for the job and for the We moved here from the suburbs when I was
region?s wine makers. in primary school and we lived in the
always be going down
those days. I worked in
years, then spent a
Neerim South, but my
decided that Red
inclusive community
kids and we had to
beach. We had many
e because it was
The farming aspect of
still evident when we
of the parents at
apple growers and the
had much more of an
feel about it.
a lovely sense of
which has changed
influx of people, but
also very closeobably stems from its
years ago by a handful
vignerons. I feel quite
part of it and have
inspiring people through it.
How has the job evolved ?
As a Red Hill resident for 23 years, Cheryl The job has got a lot bigger and
and husband Greg have literally watched the I have certainly evolved with it. From a part
industry grow from their front window: from little time role, the Association is a respected wine
more than cottage businesses to something industry association and now employs two full
that has transformed the economy and the time people, with the capacity to also bring-in
image of the region. It now blends agribusiness consultants.. We have a more sophisticated
with tourism, wine making with quality dining marketing approach these days and consumer
and has created an array of events to fill events are only one aspect of it. The Winter
accommodation houses during the off season. Wine Weekend a decade ago had about 20
participants; it is now more than double that
The recent ?Piers and Pinot? wine tasting and number. When you look after the interests of
the biennial Mornington Peninsula International 150 members, an effective and transparent
Pinot Noir Celebration have helped to elevate communication system is probably one of the
the Peninsula beyond the ?beach-bucket and most important things I have introduced
spade? tag it wore for many decades. over the years.
Despite a world-wide grape glut and often What?s the biggest challenge facing
fickle consumer taste, the Peninsula now holds the local industry ?
its head high as one of the leading Pinot regions
of Australia. Long gone are the dinner party
Still building a profile and increasing the
recognition of our wines and the wine region.
quips about surgeons and QC?s play-things We strive to get across our point-of-difference
cum tax dodges. as the leading Australian producer of Pinot.
Grape growing and wine production is now It?s not that we don?t produce other wines, but
very serious commercial business on the our main strength is Pinot Noir. Getting that
Mornington Peninsula and it is attracting some message across in the marketplace will mean
of the big names. that everything else gets noticed as well.
As full time Executive Officer of the MPVA, The region has come full circle from being seen
Cheryl?s job description is part administrator, as a group of diletentes making fairly ordinary
marketer, lobbyist and peace-maker. It could wine, to a region full of very professional wine
be argued that her training in psychology and makers who produce very high quality wines.
6 | good life, june -july 2007
eetings everyone.
bring to you regular
on the fantastic
developments of our city, our
but firstly I wonder
many of us really know
Frankston and where it
started.
My information comes from
the book published, Frankston Resort to City,
by Michael Jones and he writes, ?the
established in 1854, has never quite
decide whether it is a country town
hinterland, a pleasure resort, or a dormitory
for Melbourne, the gateway to the Mor
Peninsula or a self contained city with
employment and retail centres?.
Now that was a long time ago so her
in 2007, lets see how far this amazing
come and what we are really all about.
Frankston?s beautiful beaches some
later was named recently as Victoria?
friendliest beach - not to mention the
Oliver?s Hill, or the serenity of Seafor
Frankston?s new visitor information
now officially open, a fantastic step
Frankston City and Tourism.
Tourism plays a very important part
of Frankston City, it will not only bring
visitors to the City, but it will create
opportunities and enable residents
own community and on that note I also
encourage residents and businesses
our own community by buying local.
is no reason to go elsewhere when
need in our own backyard.
We have a choice of waterfront dining,
an amazing playground for our kids to enjoy
on the foreshore.
I think you all would agree with me that Council
has done a wonderful job of making our foreshore
one of the most attractive I have seen.
For those who love the arts we have some great
galleries - McClelland Gallery in Langwarrin,
Jenny Pihan Fine Art at the Boathouse and
Cube 37 plus great theatres and cinemas.
Our Art Centre is one of the best, bringing so many
wonderful shows to Frankston and the Mornington
Peninsula plus it is also great for functions and
dining before a show.
We have great golf courses public and private
and it would remiss of me not to mention our
own public course is one of the best golf courses
around. I know council take a lot of pride in it.
Last but not least we have some of the best
shopping - Bayside Entertainment complex,
Bayside shopping centre, Karingal, Carrum Downs
and Langwarrin; we have grown so far and wide.
In the next issue I will tell you about our
hidden treasures but in the meantime I would
love to hear from you and what you think
about our City and where you believe we
should be heading. Are we a resort destination?
Should we have a Marina?
Email me at CrTrewhitt@frankston.vic.gov.au
with Cr. Suzette Trewhitt-Tayler
S P E A K I N G P O S I T I V E L Y
northern Peninsula. As adolescent
beach, which seemed a
friends who also chose
you here ?
disappeared. The local
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