Wayne "Krafty" Kraft (pictured), Honourary Ambassador for Alice Springs, passionate Central Australian and mine host at the Overlanders Steakhouse has made a call to arms to the flagging tourism industry of the region.
He recalls past community efforts to promote it – and deplores the "progressive transfer of ownership away from our control.
"I am challenging us, as a vibrant and proud community to find a pathway forward so that The Alice can regain ownership of its own marketing destiny.
"Alice Springs has the product, we have the management, and with the support of the Alice Springs Town Council, members of the Chamber of Commerce and Tourism Central Australia, and the many positive residents of The Alice, we can embark on our own long term marketing strategies.
"It's NOT time for us to switch off now.
"It's NOT time for us to suggest that it's Darwin's responsibility.
"It's NOT time for us to suggest that because our business does not directly look after the visitor (tourist) market – it's not our problem or responsibility.
"NOW is the time for us to get excited about the fun and excitement we can introduce into our marketing strategies.
"NOW is the time for positive dialogue amongst our community.
"NOW is the time to support the concept for a Tourism Alice or Destination Alice or whatever "vehicle‟ our marketing strategies might be called.
"Should it be structured under the umbrella of the Alice Springs Town Council?
"Personally, I think so, but without another costly and unnecessary "mini bureaucracy‟ devoid of administration costs, full time wages, office structures and the like.
Krafty says his manifesto isn't Darwin bashing. To make this point he's brandishing a Darwin Stubby, a beer for a big thirst.