Businesses in Bendigo have developed Quant fever as they get behind the Bendigo Art Gallery's new exhibition.
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The exhibition opened at the weekend and runs for four months, giving businesses a chance to attract visitors to the Bendigo region and show them what is on offer beyond the gallery.
Bendigo Tourism marketing manager Glenn Harvey said past international exhibitions at Bendigo Art Gallery had brought millions to the city's economy.
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"This is the first big campaign we have been able to have (since the beginning of the pandemic) that is consistent and will go for almost four months," he said. "Businesses want to encourage people to stay longer, that's why get involved to celebrate Mary Quant and give people things to do while they're here.
"It's always hard to know how many (visitors) we might get. We know those big exhibitions like Tudors to Windsors injected millions into the economy.
"This exhibition is an Australian exclusive. It's not going anywhere else in the country, which means people have to come to Bendigo. It's exciting to have another world-class exhibition here."
Mr Harvey said hospitality businesses had got involved with Quant-inspired products.
"There has been lots of fun creations. The Woodhouse has a Quant-inspired dessert, there are 'Quantails' at The Dispensary and 'Quantssants' at Bluebird Patisserie," he said.
"The retail industry has got involved with some places buying in pre-loved and new '60s fashion items and accommodation providers have packages to encourage people to stay.
"Bendigo Pottery have things like a paint-a-plate workshops where you decorate a plate with a '60s theme."
The City of Greater Bendigo has also commissioned artists to create a number of points in the Bendigo region that encourage selfies from visitors.
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The first art activation point was launched on Friday with artist Bjarni Wark (aka Happy Decay) creating a circular mural using bright colours associated with the '60s at the piazza in Rosalind Park.
The Bendigo Art Gallery's facade has also been transformed.
"The idea is to move people around town and see different precincts,," Mr Harvey said. "More murals will be made to help that.
"Like Tudors to Windsors, it is about activating the city to give a great sense of the place for locals and visitors, which we need after the last 12 months.
"Our website, between December and January, saw a period of strong traffic with people looking for things to do. We are providing something amazing, which we hope is a great incentive.
"What I love about an exhibition like this, is that it feels like an event every day in Bendigo. It's fantastic to have something like that on our doorstep."
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