Uralla may be home to just 2,728 people, but on 28 and 29 March the town will welcome visitors from across Australia, with the Seasons of New England Expo tipped to generate a $2 million regional economic boost.
Now firmly established as the region’s largest makers expo by attendance and economic impact, Seasons of New England draws travelers who come to experience locally made food, drink and artisan goods – and stay to explore the towns, villages and landscapes of the wider New England region.
Data collected by the event organisers shows that over 60 percent of attendees now travel more than 100km to attend, with visitors booking overnight stays in Uralla and surrounding towns.
“Seasons of New England is proof of what’s possible when an event is built with the whole region in mind,” says founder Tara Toomey. “It’s about more than just a weekend out; it supports small business growth, strengthens local supply chains, and keeps tourism dollars circulating right here in our backyard.”
The expo is curated as a broad cultural showcase. If it’s made, grown, or created in New England – from boutique gin and fine art to local literature and music – it has a place. This “whole-of-region” approach has built a loyal following of visitors who return not just for the products, but for the chance to meet the people behind them.
Travelling to Seasons from our area will be a contingent of artisans including: Quindalup Cultural Practices (Waabii (Adele) Chapman-Burgess)^*, Richard Moon Silversmith^*, Michael Burge Writer^* Glen Olives (Tom and Judy Hartmann)^, Late Night Pottery (Allana Price and Bridget Brummell)^, Glen Gowrie Distillery (David Scott)^ and MIC Fire Tools (James McCormick)* [^ attending Saturday * attending on Sunday].
Entry to the expo costs less than a cup of coffee.
The financial impact is significant: average visitor spending has more than doubled over the life of the event. Many stallholders now report the expo as their strongest trading weekend of the year. With accommodation across the region expected to book out, the economic ripple effect will be felt by hospitality and retail businesses well beyond the event gates.
Since its debut in 2014, Seasons has also led the way in low-waste event design, embedding composting and plastic-free practices long before they became industry standards.
As regional Australia seeks sustainable ways to grow, Seasons offers a proven roadmap: an event that is commercially successful, culturally rich, and deeply committed to the people and products of the New England.
