A $12-MILLION retail development in Wilson Street, Horsham, could boost the region's economy by more than $22 million.
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It could also draw a further $15.5 million to the region each year following completion.
The figures are part of a Wimmera Development Association regional economic model, which calculates the flow-on benefits of developments in the region.
Association project manager Colin Kemp said the model calculated the $22 million based on the association's estimate that about 70 jobs would be created during the construction stage.
Gateway Property Developments, which announced its plans for the development last week, said the centre would create more than 270 jobs during construction.
Mr Kemp said the two groups used different methods to find their figures.
He said 92 jobs would be created after completion of the centre, with flow-on effects creating up to 120 jobs for the region.
The jobs would boost the region's economy by about $15.5 million a year.
Association executive director Jo Bourke said the figures painted a bright picture for the Wimmera.
"It's a large proposal that will generate a lot of activity during development,'' she said.
"When there are developments of this scale there are always a lot of flow-on effects.
"More employment means more people to spend money in the region.''
Mrs Bourke said she expected more businesses to invest in the Wimmera.
"Horsham, as the regional centre for the Wimmera, is set to grow,'' she said.
Business Horsham's Robin Barber said the Wimmera would benefit strongly from the flow-on effects of the development.
"I think there's no doubt the development is an economic boost to the city. It's a tremendous boost to Horsham itself,'' he said.
Mr Barber said he expected existing retail stores to benefit from the new development.
Construction is set to start in 2012. The centre, which will include Target and up to 10 specialty outlets, will open in 2013.
