Avoca is a town in the Central Highlands of Victoria, Australia, north west of Ballarat. It is one of two main towns in the Pyrenees Shire, the other being Beaufort to the south. Geography The town stands in the gently undulating basin of the Avoca River, which rises in the Pyrenees Ranges to the west. To the south, the region is bounded by low hills of the Great Dividing Range; eastwards, the basin ends in a dry forested rise; to the north the Avoca River runs slowly through the plains of the Wimmera before joining Lake Bael Bael and the lake and swamps just south of the Murray. The town and river were named after Avoca, the village and River Avoca in County Wicklow, Ireland. The region takes in an area of about , and includes the towns of Redbank, Natte Yallock, Rathscar, Bung Bong, Lamplough, Amphitheatre, Percydale, Moonambel, and Warrenmang. A few miles to the northeast, bare paddocks mark the site of Homebush, once a flourishing mining village. Avoca has many small businesses servicing the local community including 2 pubs, several cafes, a chemist, convenience store, a butcher, a supermarket, its own newspaper (Pyrenees Advocate) and a community bank. Since the 1970s, the wine industry has grown to be one of the most significant economic drivers and the sector is now the largest employer in the region and has increased tourism. History Early settlement and the gold rush The explorer and surveyor Thomas Mitchell was the first European recorded to have travelled through the Avoca district. He found the area more temperate in climate and better watered than inland New South Wales, and he encouraged settlers to take up land in what he described as "Australia Felix". The Blood Hole massacre occurred at Middle Creek, near Glengower at the end of 1839 or early 1840 killing an unknown number of Dja Dja Wurrung people. By 1850 there were several large sheep runs, and pastoral settlement was well established. Like Ballarat and many other Victorian towns, Avoca sprang into being suddenly in the 1850s with the discovery of gold. Gold was first found in Victoria in 1849 in the Pyrenees Ranges near Avoca. But it was not for another two years that the first discovery of any importance took place. In 1851 a shepherd called James Esmond found gold at Clunes, from present-day Avoca, setting off a gold rush to