A contribution by Stuart Speirs, founder of Silver Lining Strategy, a consultancy specialising in major event strategy, planning, and evaluation.
A Place-Based Approach in the Sapphire Coast
Our 2024 began with a deep dive into the Sapphire Coast region, located in the south-east corner of Australia. This vast and diverse region spans hundreds of kilometres, featuring pristine coastlines and the foothills of Australia’s alpine area. Understanding the unique identity of each town within the region was essential for developing a major events strategy.
Two contrasting examples illustrate this diversity:
- Eden, with its heritage as a whaling town and a blue-collar, no-frills culture driven by its working-class history.
- Bermagui, a stunning coastal retreat, where Sydney retirees have cultivated contemporary arts festivals reflecting the natural beauty of the area.
Recognising and honouring these cultural differences, we adopted a place-based approach. Each town’s unique characteristics, assets, and culture became the foundation of our strategy, avoiding a one-size-fits-all methodology.
Moving Beyond Visitation Metrics
This place-based approach called for a broader understanding of success. Traditional metrics like visitation and economic impact couldn’t fully capture the value of these events. Instead, the focus shifted to how events shape local identity and strengthen social fabric.
One standout example is Cobargo, a town that faced immense challenges, including devastating fires, floods, and further fires in recent years. Cobargo’s ability to rebuild has been underpinned by two events deeply rooted in its culture: its folk festival and agricultural show. These events have fostered collaboration and networks that sustain the community through even the hardest times.
Reflections from Place Branding Australia
Cobargo’s story was one of many highlighted at this year’s Place Branding Australia. It was a privilege to bring together the program for this year’s event. It was a brilliant couple of days that provided inspiration for many.
The importance of place highlighted by our work on the Sapphire Coast, and the inspiration provided by the conference in June converged for me on a personal level as I took to the stage to speak at the National Economic Development conference in October.
Themed “the Power of Place”, the conference was a heartening, inspiring gathering. From the outset, there was a truly curious mindset in the room. A questioning of the role of economic development, why it exists, and why the status quo simply can’t continue. The need to navigate our communities’ economic development based on metrics that go beyond basic financial metrics was clear and net for all to see.
Looking Ahead to 2025
Personally, being part of this conference made my key reflection from 2024 clear and net:
Today, we find ourselves in a very different economic paradigm to that which has framed our work in economic development over the past 60-70 years. We’re facing a loneliness epidemic, rising inequality and political polarisation.
And most important of all, mother nature is giving us plenty of signs that we’ve lost our way. That backdrop highlights the importance of place branding and its ability to deliver meaningful social impact.
This exploration of place branding practice and social impact is what inspires me today. It is this cross-over that our work will continue to explore in 2025. And in partnership with the communities we work with, we can’t wait to see what that exploration will yield.
➡️ Visit Stuart Speirs’ profile, the agency showcase of Silver Lining Strategy, or SilverLiningStrategy.com.au to learn more about his work.
