Big Impact, Small Town: Uralla’s Makers Moment

There’s something quietly powerful about a small town backing itself.

On 28–29 March, the New England town of Uralla – population just 2,700 – will welcome visitors from across Australia for the Seasons of New England Expo, an event tipped to generate a $2 million boost to the regional economy. But beyond the headline figure, there’s a deeper story unfolding – one about regional resilience, craftsmanship and the economic power of makers.

A Makers’ Economy, Done Properly

Driven by butchers, bakers and candle makers – quite literally – the expo brings together more than 160 makers and craftspeople showcasing locally made food, drink and artisan goods. If it’s grown, brewed, stitched, distilled, written or carved in New England, it has a place.

Founder Tara Toomey describes it as a “whole-of-region” event. Boutique gin sits alongside fine art. Local literature shares space with handcrafted ceramics and slow-fashion textiles. Visitors don’t just browse – they meet the hands behind the work.

Over 60 per cent of attendees now travel more than 100 kilometres to attend, many staying overnight in Uralla and neighbouring towns. Accommodation books out. Cafés hum. Retail tills ring. The ripple spreads far beyond the event gates.

Small Regional Supporting Small Regional

What’s compelling about Seasons of New England is the sense of regional reciprocity. Across Australia, small towns are building sustainable tourism models grounded in craft, heritage and hyper-local supply chains.

There’s an emerging “maker migration” between coastal regions and inland communities like New England. Creatives seeking affordability and slower rhythms are heading inland, bringing with them skills, networks and new audiences. In return, they’re finding tight-knit communities that genuinely value old-school craftsmanship.

It’s less about sea change now, and more about soil change.

A Return to Rare Arts

What makes events like this resonate is the return to traditional skills and rare crafts. In an era of mass production and algorithm-driven consumption, there’s something radical about standing in front of the person who made your bread, forged your knife or blended your botanical gin.

Since launching in 2014, Seasons has embedded low-waste principles into its event design – composting systems, plastic-free practices and local sourcing long before these became industry standards. Sustainability isn’t a marketing angle, it’s foundational.

For small towns, makers aren’t a niche. They’re economic anchors. They activate main streets, sustain supply chains and give young people a reason to stay – or return.

An Easy Drive, A Shared Future

For travellers across NSW, Uralla is an accessible inland road trip, particularly in autumn when New England’s golden light and crisp evenings transform the landscape.

As regional Australia searches for sustainable growth models, Seasons of New England offers a clear roadmap - commercially successful, culturally rich and deeply committed to place.

Sometimes the most powerful economic stories aren’t written in capital cities. They’re built in small towns, one handmade product at a time.

More info at Seasons of New England.