The current spate of shopping centre developments can help Rocky beef up its brand as long as enough major events are scheduled so visitors get a taste of the city.

That is according to CQU marketing lecturer Dr Ho Wong, who is developing his research profile in the area of branding (particularly for Small and Medium Enterprises).

Dr Wong said Rockhampton could go beyond the beef-capital tag and re-position itself as an energetic and exciting place to live and visit.

He said that recent rapid growth in the retail sector was good news but not the total answer.

\"I think having more shopping centres is a good news for Rocky. It gives diversity to the region. However, I don\'t think Rocky is up to the level to compete on shopping experience directly with Melbourne, Brisbane or the Gold Coast,\" he said.

\"Shopping can be used as an auxiliary tool to attract tourists. In other words, in order to help grow with retail industry, some major events must occur at Rocky.

\"Rocky should endeavour to hold more national and international events that can draw people\'s attention and change people\'s perception about Rocky with the consequence of attracting more tourists to experience the diversity of lifestyle here\".

Dr Wong is originally from Hong Kong. He came to Australia in 2001 and to CQU in 2005.

Meanwhile, Rockhampton Tourist and Business Information general manager Tony Cullen has supported Dr Wong\'s comments.

“Events provide an opportunity for visitors and residents to discover an area. There are many positive flow-on benefits, both economically, and from a lifestyle point of view,\" Mr Cullen said.

\"Events are a highly effective way of marketing a region, and provide an incentive to visit which may otherwise be lacking.

\"Excellent facilities are a cornerstone of attracting or creating major events and it is vital to continue to develop facilities,\" Mr Cullen said.

He said some of the events already scheduled for Rockhampton in 2007 include:.

January:.

26 – Australia Day Heritage Village Markets.

February:.

Crocodile Hatching at Koorana Crocodile Farm.

Radio NAG Valentines Day Ball.

March:.

12 - Heritage Village Markets.

13 - CQ Sales – Rockhampton Jockey Club St Patrick’s Family Race Day.

24 Cawarral State School Country Music Festival.

May:.

TBC Lantern/Dragon Festival.

11 – 13 CQ Coal Charity Golf Event.

18 The Minniecon and Burke/Criterion Hotel – Motel Fawltee Golf Day.

23 – 26 Mining Expo & Rocky on Sale.

June:.

5 – 7 – Rockhampton Show.

August:.

Rocky Swap.

CQU Multicultural Fair and University Open Day.

September:.

7 – 9 Big River Jazz.

October:.

TBC LGMA Conference, Rockhampton Showgrounds.

Rocky Barra Bounty.