David MacLaren, a native of New York, arrived in Australia in the late 60s to study philosophy and literature at the ANU. He was young and freewheeling, and developed a strong interest in woodworking at a time when arts and crafts were beginning to enjoy a strong growth phase.
In 1983, he opened a Wood Works Gallery in the quiet, rural village of Bungendore, 25km outside Canberra. It was then a humdrum town with a few old buildings, a pub and a handful of shops where travellers might stop for a coffee or an ice-cream.
But David MacLaren saw its potential, and he wanted a rural lifestyle with somewhere to display his furniture. He had a strong interest in connecting with his peers, so a second aim was to provide a quality outlet for furniture made by others in the region and beyond.
The growth of his business led to a move in 1994 to a bigger building on the opposite corner. It now sells furniture crafted by 200 artisans as far afield as WA and Tasmania, and it is a ‘must see’ for tourists and homemakers. My South Aussie in-laws were genuinely impressed when they recently visited it.
What was the secret of success? David explains that his overriding philosophy was to develop a business that injects city sophistication into country style living. As he says ‘Living rural does not give us an excuse to be slack, or sloppy or second rate. That is true of our galleries, food places and accommodation.’ In this vein, he has worked tirelessly to support art and design activities across the region.
An early stimulus was the winning of the National Tourism Award for tourism retailing in 1991 and 1992. Follow-up feature articles in the Canberra Times assisted in raising local awareness.
The business has grown further since then, and has leveraged off other businesses, and vice versa. While it is generally acknowledged that it and the classy, historic Carrington Hotel have ‘made’ the town, David and Toni Dale (of the Carrington) always agreed that people need a number of good reasons to visit a village like Bungendore. Hence they had to their vision to others in the village.
The population of Bungendore has grown steadily to around 2,000. The upgrading of the Carrington Hotel and the small businesses selling food, arts and craft, saddlery goods etc. has triggered a clustering effect, and Bungendore has reinvented itself. A tourism brochure, extolling its virtues of over 30 tourism businesses in the Village and 10 wineries nearby, is reprinted every 12 to 14 months – 30,000 copies are placed in tourism and accommodation facilities, mainly in Canberra. This is an initiative of the local chamber of commerce. The ‘Country Muster’, a C & W festival held the week after the Tamworth Festival, and the Annual Rodeo reinforce the image and brand.
The next phase of Bungendore’s growth is possibly to form part of a regional network of lifestyle hubs based on natural tourism alliances. A precedent exists in the Ballarat region where outlying lifestyle towns, especially Daylesford, have been incorporated in the regional tourism product.
David says that a distinctive and under-sold feature of Canberra and the wider region is in fact its ‘good life’ features. ‘Don Dunstan, SA Premier in the 70’s when launching the Adelaide Arts Festival, said that the aim of government is and should be the attainment of the ‘good life’ for its citizens – a truly civil society. I think Canberra embodies that ideal, and it should brand itself that way. The good life encompasses all the strong points of Canberra.’ he said.
But while the current tourism marketing emphasis of Canberra is on the national galleries, monuments and wineries, he believes that much more tourism product can be tapped in the small towns ringing the national capital – like Bungendore, Braidwood, Gundaroo and Murrumbateman. However cross-border cooperation tourism product would be essential to deliver on David’s vision. Other regional champions like Ken Helm, who has put the local wine industry on the map, might link up to ensure that it happens.
Finally, David asked the seemingly pertinent question ‘why do cities get planned, but never small towns?’ Interesting point. Could our readers shed more light?