Tourism Product Development
Regional Case Study: ‘Wellington Gateway’
A local icon with originality and impact
By Bruce Dickson (Tourism Development Solutions)
Located in an attractive setting on the outskirts of the
Australian township of Wellington - about 4 hours north-
west of Sydney by road - this distinctive 'environmental
sculpture' (with its integrated visitor information bay) has
already become a significant local icon and major regional
landmark.
It not only signifies travelers' arrival at the entrance to
Wellington itself, but also marks the Highway's turnoff to
the area's ‘Wellington Caves’ attraction.
BACKGROUND: Because of the excellent level of innovation and
vision applied, the Wellington Gateway was destined to become a
leading (in fact pioneering) example in rural Australia of what can
be achieved through such initiatives. Like many other projects
that dare to be different, it also challenged people in many worthy
ways, with its distinctive design understandably generating much
public debate and controversy.
The Wellington Gateway - Artist: Frances Ferguson
During the planning stages, the artist's design (as approved by
the local Council) instantly 'got people talking' - with local
news stories running hot. However, predictably, the lively
debate ultimately proved entirely healthy for the project - by
greatly increasing levels of awareness and renown. (Many
early critics later became fans)
STRENGTHS: A great strength of the development process
adopted for the Wellington Gateway was that, not only were
the community actively consulted by the Council and the
artist (with different opinions and issues aired in public), but
they were also invited
to directly participate
in creating the
sculpture's storytelling
and themes. (The
project artist's role was
to also ensure that
these contributions
remained cohesive -
and were manifested in
ways that served to
both enhance the
'artistic end result' and
fulfill the initiative's
wider aims.)
Note: To some
observers, the many decorative elements created for this
Gateway by its talented artistic team ... and the way they
grow out of its bodywork ... create a feeling slightly
reminiscent of the somewhat bizarre (but fascinating)
decorative elements found in the architectural designs of
Antoni Gaudi in Barcelona.
developtourism.com
Interactive Gateway Sculpture
© Copyright 2012: Bruce Dickson, Tourism Development Solutions. All rights reserved.