At an extraordinary closed session on Thursday night, councillors resolved to establish a transition board to broaden the base of tourism activities and create one brand for tourism to Orange.

For the past eight years, the council has paid Brand Orange about $400,000 annually for marketing and specific events like FOOD Week, which is about half of the organisation’s budget.

The money will be given to the transition board, which will have representation from Brand Orange, until the full entity is created.

With tourism responsible for bringing more than $190 million into Orange’s economy annually, Orange mayor John Davis said the council was at a crossroads.

“If we just do what we have always done, we will be standing still,” he said.

“Food and wine will continue to be the backbone but there are other opportunities in sporting tourism such as mountain biking or highlighting the natural beauty of the region.”

Cr Davis said he wanted to see Orange’s “enviable” reputation continue.

Brand Orange chairman Peter Robson said the organisation suggested a combined entity in its submission due to competing marketing websites and it supported the council’s resolution.

“Currently, there’s a Brand Orange website and a Visit Orange council website – we get feedback from people saying it’s very confusing,” he said.

“There’s two apps – that’s ridiculous, we don’t need that.

“It’s important that all the activities are under one umbrella – there’s no split between us and the council in this matter.”

Mr Robson hoped once the transition board had been in place for a year, Brand Orange could have an opportunity to evolve.

“There’s a strong possibility that Brand Orange will morph into this new body,” he said.

Mr Robson said the organisation had increased visitation to Orange by 15 per cent in the past year.

“That was the highest of any regional town west of the mountains, however it’s time to take the next step and I’m very confident that we’re going to improve on all that,” he said.

Brand Orange’s contract will expire on December 30.

The council hosted tourism workshops earlier this year, attended by more than 100 people.