I went to my first cattle sale on Monday, the 5 Star Senepol Stud Sale out at Central Queensland Livestock Exchange (CQLX), Gracemere. One of the smaller sales during the current stud sale season, it was still a good eye opener. Obviously there were people from outside the region in attendance. Conversations about where you were staying, having dinner, etc., could be heard as they congregated in their groups after the sale.
The recent addition of a giant screen behind the auctioneers added a positive, modern element to the traditional selling process. It was good to see local businesses, Council and schools take advantage of this opportunity to promote themselves to this captive audience.
I wondered how many residents of the Beef Capital of Australia have ever attended a cattle sale at Gracemere.
And how many appreciate the importance of the saleyards, one of the most significant in Australia. According to the Australian Brahman Breeders Association website, ‘Rockhampton – Australia’s acknowledged Beef Capital – has gained much of its reputation from the annual auction sale action through the Gracemere Saleyards stud sale ring’.
From October 3 – 5 CQLX holds the world’s largest multi vendor breed sale with Brahman Week. There will be a multi-million dollar turnover; visitors from every mainland state in Australia in attendance, a lack of parking space and more conversations about where you are staying and dining.
Can the Rockhampton region make even more of this?
Businesses certainly can by taking advantage of the marketing opportunities CQLX offers, including their giant screen.
What else can Rockhampton and CQLX do to encourage people to stay longer, explore more of the region, post on Facebook their experiences and go back encouraging their family and friends to visit the region?
I assume the timing of the postponed Black Dog Ball to October 8 considered the opportunity the stud sale dates offered to attract more attendees.
Is there an opportunity next year to extend the successful Capricorn Food and Wine Festival to the CQLX selling ring? A master class in cooking beef!
We have a very important underutilised asset on our doorstep; the operators of CQLX are keen to discuss ways the undercover selling ring that can seat around 500 can be used more than just on stud sale days. If you get a chance to get out there to see a stud sale in action take it, soak in the experience and think of the opportunities.
The Charbray Stud Sale is on today.