The trust, which manages a number of heritage assets on behalf of the City of Greater Bendigo, said a decision to rename and rebrand was fuelled by concerns it was not well enough known across Bendigo.

“When we say ‘the Bendigo Trust’, a lot of people don’t know who were are. We get confused with the bank, Sandhurst Trustees, even the cemetery,” said chief executive Ian Hart.

The trust – which primarily looks after Central Deborah Gold Mine, Bendigo Tramways and the Bendigo Joss House Temple – has had some adverse attention this year after announcing plans to close the Bendigo Discovery Centre.

But Mr Hart said the name change had “absolutely nothing to do with that”.

“I think most people understood that we moved away from Discovery because it was costing a lot of money and it wasn’t in line with our core purposes, which is heritage tourism.

“We’re delighted it stayed open.”

The trust’s new name, Mr Hart said, would more accurately represent the heritage work it did.

It is hoped the new image will help make the trust more viable, fuel tourism and encourage more events to be held at its sites.

Part of the group’s “grand vision”, Mr Hart said, were plans to upgrade the mine and build new tram stops near the Sacred Heart Cathedral and the Golden Dragon Museum.

Bendigo Heritage Attractions also plans to introduce more advanced mine tours and activities such as gold panning and explosives displays. Improved tram tours, with the possibility of multiple language commentary, are also planned. 

“We are calling on the community – both business and general public – to come on board to support us through a variety of membership, sponsorship and other support packages and be proud of the city’s unique heritage,” Mr Hart said.

Bendigo Heritage Attractions will hold a Christmas celebration on December 5 to support Vibrant Central Bendigo’s street festival. Free tram rides will be offered.

In the evening, a brass ensemble will play  carols at the mine as tours and activities are held.

Santa will visit and the poppet will be lit up at dusk. Family tickets are $5.