Lawrence Economic Development Strategy

JUNE 2023

Lawrence Community Economic Development Plan Clarence Valley Council

Acknowledgment of Country We acknowledge the Bundjalung, Gumbaynggirr and Yaegl people as the Traditional Owners of the land on which we live and work. We honour the First Nations peoples culture and connection to land, sea and community.

We pay our respects to their Elders past, present and emerging.

The Lawrence Community Economic Development Plan has been led by the Clarence Valley Council in partnership with local businesses and community. Thank you everyone who has participated in this process including attending workshops and providing ideas and feedback.

Final Version: August 2023

Contents Introduction + Background 1 Section 1: Who is Lawrence?

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Location & Demographics 5 Consultation Overview

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How we engaged

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Our Identity: Who is Lawrence?

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Place Positioning 9 Section 2: The things we love

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Our Assets & Physical Places

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Opportunities for Improvement

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Section 3: Action Plan 16 Catalyst Projects 17 Next Steps 24

Introduction & Background Positioned at the junction of Sportsmans Creek and the Clarence River is the picturesque town of Lawrence – a friendly and easy-going community with a big heart. Accessible predominately by river ferry, it’s a great place to rest, relax and take in the sights and sounds of the natural environment.

Popular activities to enjoy include riverside recreation such as fishing and watersports. You can also learn more about the local history and heritage of the area at the popular Historical Museum. The township of Lawrence has a lot to offer both locals and visitors alike.

Clarence Valley Council (Council) have commissioned the Community Economic Development Plan to help grow the town of Lawrence in a considered, sustainable way and to help the community flourish both now and into the future. The development of an Economic Development Plan for the town creates an opportunity to work collaboratively with local community, businesses, and stakeholders to develop a roadmap for future development.

A unique community like Lawrence requires a bespoke approach for engagement and everyone has a role to play in achieving economic prosperity for the township. The process of uncovering the unique personality, features and places within the town has helped with the development of key strategies and actions which in-turn will help activate the community and local businesses.

Objective of the Plan This Lawrence Community Economic Development Plan has been developed to guide future development in and around the township of Lawrence. The development of this overarching framework will ensure all stakeholders including Government, Councils, businesses, and the community are working toward a shared vision which they can see their own ideas and aspirations reflected in.

The aim is to present a unified approach with clear lines of sight, to avoid ad hoc decision making and investment. Clear identification of priorities for the township will make it easier to pitch for funding and when it becomes available.

This phase of the project sits at the beginning of a wider methodology to be delivered over a 10-year period. This process has been captured in the below diagram.

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Engagement

Economic Development Plan

Precinct Plan (planning)

Design / Concept Plan (planning)

Implementation

Project Background + Methodology The key to great places is not just a matter of hardware; the physical aspects, but also software; the things that make a place unique, well used and ultimately loved. Thriving places don’t sacrifice the needs of the community to exclusively meet the needs of visitors and generating profit but rather access unique character and knowledge within communities to create a sustainable growth ecosystem that nurtures people in place whilst creating economic opportunity.

To discover the unique place identity and build ownership and awareness of the Lawrence Economic Development Plan, a multi-phase engagement approach was delivered. The objectives of this engagement process were three-fold including to: • Develop a shared vision and set of values for the future of Lawrence.

• Unpack community aspirations for Lawrence including opportunities for development, beautification, activation, events and promotion.

• Explore partnership avenues including how Council, community, local businesses and other stakeholders can collaborate to achieve the overarching vision for Lawrence.

Engagement Delivery The development of this plan included extensive consultation with Council and an audit of their long-term objectives for the region. This included a review of overarching strategies that will influence the direction of Lawrence including The Clarence Riverway Masterplan, Employment Land Strategy and Clarence Valley Regional Economic Development Strategy (REDS). To further un-pack internal insight and aspirations a knowledge exchange workshop was hosted online with cross-departmental representatives. This was an opportunity to explore in detail, local place assets, existing locally-led events and activities and other relevant projects running concurrent to this process that could be integrated into the plan. This internal session set an excellent foundation for the delivery of external engagement.

Community consultation and engagement was undertaken to inform the findings of the Lawrence Community Economic Development Plan. Key sessions included: • Community Ideation Drop-in Event: an informal family pop-up hosted at Memorial Park. Engagement activities were available to capture feedback on the existing identity of Lawrence along with their ideas and aspirations for the future.

• Stakeholder Workshop: local businesses, stakeholder groups and community members were invited to attend a project workshop. This session was an opportunity for participants to explore and unpack the town’s identity through a series of hands-on activities. The session took an assets-based approach by first identifying all the assets that Lawrence has, before exploring how they can be leveraged moving forward.

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• Lawrence Museum Drop-in: The local Museum is a significant asset for the township of Lawrence, with a strong and very engaged group of volunteers.

The project team attended a tour of the Museum before having a number of conversations with members of the organisation. This was a valuable exercise in unpacking how the town has changed over time, before looking to the future and how we can continue to share the rich history of the township.

• Online Survey: to ensure everyone had an opportunity to contribute to the Lawrence Economic Development Plan, an online survey was hosted via Clarence Conversation and promoted both online via social media and advertisements in the Clarence Valley Independent. There was a high level of engagement with the page, with over 170 visitors and 82 responses.

Findings from the engagement activities have formed the foundation for actions and strategies identified in this document. The intent is to capture local aspirations and provide a unique roadmap for future development and investment, tailored to the community of Lawrence. It also provides a great resource for pitching to project collaborators and funding bodies including those in both the private sector and Local, State and Federal Government.

The development of this document has been informed by a number of project drivers. These include: • Unite local community and business in a shared vision for investment and growth; • Focused to be developed over the next ten years; • Ground in local aspirations and sentiment; • Focused on partnerships and collaboration to bring about positive change; and, • About Lawrence identifying their own priorities for investment.

This document includes a range of recommendations including upgrades to pathways and local amenities, wayfinding and signage which integrates local history and storytelling, development of youth infrastructure to keep youth engaged and the potential for development of eco-tourism, camping and glamping. The recommendations complement the vision and values of Council and directly reflect the ideas and values put forward by the Lawrence community.

Document navigation For ease of interpretation this plan has been organised into the following sections: Section 1 | Who is Lawrence? An insight into the identity and unique personality of Lawrence: the demographics, who lives here and what they value most about their community.

Section 2 | The things we love: An overview of the assets, locations, spaces, and places that make Lawrence a great place to live and visit. This section also covers local aspirations for improvements.

Section 3 | Action Plan: Steps and recommendations to help activate the town and boost economic development and growth.

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Next Steps: Recommended actions to progress with the implementation of the plan.

SECTION 1

Who is Lawrence?

Extensive research and community engagement was undertaken to discover truths and details about the Lawrence community, their personality, values and goals for the future. This research has informed a series of guiding project themes to help create a consistent vision for the community, businesses, economic partners, and Council.

The project themes have also been used to create a platform on which to build the action plan.

A brief description of the basic demographics of Lawrence, the engagement strategies and a breakdown of the findings has all formed the basis for a summary of the town’s place identity and local truths.

Location & Demographics Lawrence is located in the Clarence Valley area along the banks of the Clarence River in New South Wales (NSW). It’s located approximately 32.5km from Yamba, 20.7km from Grafton and 13.8km from Maclean. It’s main point of access is over the Clarence River via the Bluff Point Ferry.

A brief historical overview of the demographics of Lawrence has been provided to help provide a greater understanding the existing community and their needs. A major point uncovered is that whilst a large proportion of the population in Lawrence is aged over 65, there is a growing population of families, children, and youth. This presents both challenges and opportunities for the future of Lawrence.

A brief snapshot of the 2021 census data has been included below: • Population: 1,159 • Male = 49.2% - 568 / Female = 50.8% - 586 • Families: 350 • Aboriginal and/or Torres Strait Islander = 2.1% of population • Median age of people = 54 years • Children aged 0 - 14 years = 16.3% of population • People aged 65 years = 33.3% of population

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(ABS, 2021)

Consultation Overview A range of community engagement activities were undertaken in order to discover the key features and identity of the town that could be used to help inform economic development and guide strategic actions. These included a balance between community and business collaborative activities and online surveys.

The objectives of this engagement approach were 3-fold, including to: • Develop a shared vision and set of values for the future of Lawrence.

• Unpack community aspirations for Lawrence including opportunities for development, beautification, activation, events, and promotion.

• Explore partnership avenues including how Council, community, local businesses and other stakeholders can collaborate to achieve the overarching vision for Lawrence.

The engagement events included a Community Ideation Drop-in Event and a Stakeholder Workshop (with both community members and local businesses) providing opportunities to participate in actives and discussion and provide insight and feedback. An online poll was also conducted. The responses from all of the events, activities and questions were collated, analysed and reviewed to help identify the unique qualities of Lawrence that could be harnessed for future projects and economic strategies.

Stakeholders The key stakeholder groups identified for the delivery of this engagement strategy are: • Local businesses including Lawrence Golf and Sports Club, Lawrence Tavern, and the ferry operator.

• Lawrence General Store and Secret Lake Retreat.

• Local organisations including Lawrence Public School staff, students and P&C. • Local volunteer groups including Lawrence Museum, Lawrence SES and Rural Fire Service, Lawrence Hall Community Committee, Lawrence Community Fundraising inc., Lawrence Fishing Club and Lawrence Rodeo Association.

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• Wider Lawrence community including local families, 60+ community and general residents and visitors.

How we engaged Community Ideation Drop-in Event

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PARTICIPANTS

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RESPONSES

STAKEHOLDER WORKSHOP

1 x Launch Survey WITH

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Small group discussions with the Over 50s Club and the Lawrence Historical Museum

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RESPONSES

Our Identity: Who is Lawrence?

Community feedback assisted in providing a clearer picture of what is loved and valued about the town.

These identity markers cover the major perception and sentiment about the personality of Lawrence.

A few key details and major themes have emerged which, along with the physical assets (described in Section 2), have provided the basis for the Guiding themes and Actions (outlined in Section 3).

Unique Community Spirit An overwhelming majority of responders identified that Lawrence’s unique community spirit sets it apart. Many of those polled described the town as being quirky, friendly, welcoming, supportive, helpful and inclusive. Locals have high engagement and participation with the many local community groups and a strong sense of volunteerism. The community is Lawrence’s best asset. The people and unique personalities set the town apart and can be felt instantly when stepping foot into the community.

Peace & Tranquility The community highly values the quiet and peaceful tranquility of Lawrence and highlight it as a major benefit and point of difference. Many of them draw attention to the slower pace of the town and surroundings as being distinct even from that of their close neighbours including Maclean and Grafton.

Connection to the water Locals love their connection to the Clarence River, local waterways, creeks and wetlands. Residents strongly desire better access to the river for fishing, water-based recreation and swimming, but also safe space for walking, playing and relaxation around the banks. The location of the town by the river also provides another way to increase community pride and communicate the benefits of Lawrence to others, especially to those who love being on the water.

The Natural Environment & Scenery The scenery and native flora and fauna hold a special place in the hearts of the people of Lawrence with an overwhelming number of them identify the environment and natural surrounds as being one of their favourite things about the area. Wildlife and local natural attractions such as the river, Secret Lake, the Wetlands and National Park were mentioned as special features regularly throughout the engagement process.

History & Storytelling

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History is important here, with people noting local history, landmarks, historical buildings and storytelling as key priorities. The Museum (discussed more in Section 2) is currently the primary source for accessing historical information, but many residents have expressed an interest in expanding historical storytelling out into the rest of the town, by highlighting historical points and Indigenous heritage sites with clear markers and signs.

Place Positioning Following on from the engagement strategy, a number of place positioning statements have been developed to help provide a framework for strategic thinking and potential future actions.

1. ‘The friendliest little village on the Clarence’ As previously mentioned, the community loves the friendly and inclusive atmosphere where volunteerism and inclusivity are high. People in Lawrence support each other, participate in community groups and love to have a chat and make new friends! This friendly and upbeat attitude is highly appealing and sets Lawrence apart from other towns. This local culture could be communicated as a benefit to outsiders, including tourists, visitors, businesses and investors.

2. History and storytelling in a connected community The community of Lawrence loves their river village with its small, countrytown atmosphere. They have a strong sense of community and connection to the stories of their area and are proud of their history, local characters and First Nations people: the Yaegl. The power of community connections and storytelling, form one of Lawrence’s greatest assets, which provides a great opportunity to celebrate and promote the town’s character, local legends, and history. Expanding historical storytelling throughout the town and surroundings presents opportunities for locals and people visiting to engage more with the town and learn about its history as they also enjoy being immersed in the surroundings.

3. Celebrating Peace & Quiet: A peaceful place for a change of pace Locals love the peaceful and relaxed nature of this idyllic town. It’s a place to live or to visit for a great day out or a spot for a holiday if you need a change of pace. A place for reflection and connection with family, friends, the community or even solo! With plenty of walking trails and proximity to the water and nature, Lawrence has an opportunity to foster great outdoor spaces and encourage getting active, gaining some mental space or cultivating feelings of tranquility and renewal.

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True peacefulness is hard to find in cities and towns in Australia and may prove to be an advantage for Lawrence, if cultivated correctly. Many tourists and even day tripping locals from NSW and close neighbouring states are seeking destinations where they can embrace peacefulness and find respite from their busy lives. If the growth and pace of Lawrence can be managed correctly and sustainably, it may prove to be a long-term advantage for both the community and visitors.

4. Showcasing the Great Outdoors: Connecting with our wild heart The Lawrence Region and surrounds are full of wild flora and fauna. One of the locals’ favourite things to do is experience the beauty of nature and the scenery. The river, natural wetlands, swamps and the Bundjalung National Park are full of life and home to the unique plants and animals from the region and the local wildlife (especially the koalas) are spotted regularly. Getting back to nature in truly wild locations could be a way of encouraging visitors to the area so that they can see the beauty of the scenery for themselves. Lawrence has the ability to celebrate nature and welcome sustainability and ideas that will help the community flourish, without harming the environment.

5. The River: A water way The Clarence River has helped to shape the identity of Lawrence over its long history. The river and its tributaries are a major drawcard and a benefit for both locals and visitors, encouraging people to come, interact and enjoy the water. There are also opportunities for the river to be utilised more as a transport corridor. Travelling by water emphasises the idea that the journey is just as important as the destination, encouraging travellers to stop and take in the sights, including those in Lawrence, as they float along.

6. Tourism & Day Tripping

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Lawrence is a great place for a day trip, local day out, quick getaway or a place for a unique holiday experience. The town’s location not far from the recently upgraded Pacific Highway Touring route makes it a potentially attractive proposition for travelling visitors. The Clarence Valley Council has already identified tourism (especially local tourism) as a major growth area for potential future development (The Clarence – River Way Master Plan II, 2021).

Locals also highlighted that Lawrence is secluded, beautiful and peaceful making it a great spot for people to get away from the hustle and bustle and enjoy the peace and quiet. Eco-tourism and experienced-based or boutique travel off the beaten track is on the rise, with tourists interested in seeking out unique memories rather than popular locations. Lawrence is uniquely positioned to capitalise on this due to its location close to the Clarence River, the Everlasting Swamp National Park and the Bundjalung National Park.

A sustainable increase in tourism could improve the local economy and provide opportunities for small business and investment.

SECTION 2

The things we love

There are many unique locations, spaces and places around Lawrence identified by the locals during community engagement.

A brief overview has been included in this document to provide a general idea of the most beloved things and locations and some potential areas for improvement has also been identified.

Our Assets & Physical Places Natural heritage locations Natural Heritage locations were a firm favourite amongst community responders when describing the iconic characteristics of Lawrence. The beautiful, natural scenery of the surrounding Bundjalung National Park was mentioned often, as were famous local waterways including local wetlands, the Everlasting Swamp National Park and Secret Lake. Of course, the famous Clarence River was highlighted frequently along with many surrounding tributaries and creeks (such as Sportsmans Creek). Improved road access was requested to help the local populace to enjoy these natural heritage areas and footpath access and viewing platforms along the river were also strongly supported.

Museum The Lawrence Museum was listed by many community members as a significant landmark in town. They love the iconic building and its dedication to showcasing the history of the area. Many people felt that they would like better access to the museum in the future with more safe footpaths so that the community can walk or ride there with greater ease.

Buildings & businesses in the village The unique village-feel of Lawrence was mentioned frequently by residents as were the iconic buildings and businesses such as the Post Office, General Store and Tavern that help to form part of the support network for the town.

These places provide necessary services but also serve as places for people to gather, collide, socialise with one another and catch-up on local news. The residents seem very happy with the buildings and services provided as part of their village and their only concern is safer access, particularly when walking, so footpaths to allow for walking between key locations were suggested.

The Lawrence Public Hall (also referred to as the Community Hall or the River Hall) was another iconic landmark mentioned regularly in discussion with the community. Many however expressed regret and concern over damage sustained by the hall during recent flooding which has meant it was not able to be used during the period that polling was being conducted. Future flood mitigation strategies may be amended in future to consider options to protect the hall from flood damage and preserve it for future generations to enjoy.

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Memorial Park The park was occasionally mentioned by community members, however many upgrades and improvements to the amenities were suggested. Pedestrian safety, children’s safety and access around the park were an area of concern.

Locals strongly desired more practical facilities (such as more public toilets and bins) and also suggested more recreational equipment so that children and young families, teens and youth could have greater experiences and more regularly enjoy days out at the park.

Lawrence Primary School The local school and the associated community are much beloved and mentioned many times by community members as a major feature and benefit of the town. There was great interest in providing better facilities to support children, young families, teens and youth to extend the support of the school in nurturing school-age kids by providing them with a safe environment, even when they are outside of school grounds. Helping youth participate in the wider community and enjoy the experience of growing up in Lawrence was a high priority to many.

Great Sporting Facilities Lawrences’ great sporting facilities are highly regarded by the community.

The cricket ground was recognised by many and more still identified the golf club and its onsite facilities and amenities which include the croquet club and tennis courts. People are generally very happy with the quality of sports facilities within the town but would potentially like to see more new sports and recreation options offered in the future. Popular suggestions included: a skate park, basketball courts, bike paths and cycleways and outdoor gym equipment for public use.

Bluff Point Ferry

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Locals highlighted the Bluff Point Ferry as a major feature of Lawrence. Whilst it might surprise an outsider, the community responders see the ferry as a major icon and have positive feelings about the service provided. Whilst some people considered the idea of a connecting bridge, this sentiment seemed mainly focused on sensible, practical thinking around emergency access concerns, rather than a replacement of the ferry service. Locals can see the benefit and love the existence of the ferry. It could present a major opportunity to highlight a rare local feature and express the idea of the uniqueness of discovery to travellers and visitors.

Opportunities for Improvement A number of areas for potential improvements were identified by the people of Lawrence throughout the community engagement process. Greater, safer pedestrian access to key areas around town was a recurring major feature of the feedback, as was road upgrades, flood damage repair and future mitigation strategies and upgrades to local amenities. These suggestions are extremely practical and necessary if economic growth and increased visitor traffic is to be considered. Overall, the majority of people love Lawrence and their desire for upgrades is geared around helping the town and community connect and prosper.

Pedestrian Safety & Footpaths General pedestrian safety and accessibility around town was mentioned as an area of need by almost all community responders. They highlighted the need for safer footpaths, pathways, cycleways and walking trails that are also accessible to vulnerable people including: children (who often walk to school), the elderly and people with disabilities. Many people have said that they have resorted to walking or cycling on the road, as it is the only place that they can access even ground, but this presents many safety concerns and risks the occurrence of traffic accidents.

Residents also noted that upgraded footpaths and facilities would help them gain better access to the areas they love around town such as the riverfront, Memorial Park and village buildings and businesses. They noted that paths would also help them to be able to walk or cycle for exercise and vastly improve community health, wellbeing and connectedness as well as helping visitors to access and experience the major sights of Lawrence with ease and comfort.

Roads Road upgrades are seen as essential by the local community with many expressing unhappiness in regard to the current condition and safety of existing roads. Ungraded major roads and flood-damaged roads were areas of major concern as well as the lack of safe pedestrian areas around roads (mentioned previously in regard to footpaths). Due to a lack of access to public transport, most people must walk or drive to access different services and locations across Lawrence. Well planned and serviced roads are therefore critically important for community engagement and wellbeing.

Additionally, upgraded roads are important for local business growth, maintenance, and tourism access. Local businesses need reliable access across the region to make and receive deliveries and for business owners to use in order to build reliable networks and provide essential goods and services. Council workers and tradespeople will need dependable access for maintenance, routine repairs and upgrades and to move heavy vehicles and equipment. Emergency Services also need road access (sometimes during major weather events) so this should be considered when road upgrades are being tabled for discussion. Safe parking areas should also be provided for special worker access in positions that are close to work areas.

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Along with community members, local businesses, Council and maintenance workers and Emergency Services, tourists will also require road access to geographic locations throughout Lawrence. Many visitors may wish to visit locations in the village but also in more remote locations across the region.

Improved road networks may be required to support increased traffic. Increased and sustainable parking locations for both smaller and larger vehicles (for example caravans and RVs), may also be necessary, both in town and at major campsites or areas of special interest. Disabled parks would also need to be provided within reasonable distances of major sites.

Roads and transport help commerce flow and provide a major arterial connection which is necessary for economic growth and community resilience.

Sense of Arrival Signage and the entrance experience into Lawrence was mentioned on a number of occasions. Participants were interested to see a gateway experience into the township through a ‘Welcome to Lawrence’ sign at the three key entry points along with accompanying planting and landscaping.

Additionally, signage to key destinations throughout the township will assist visitors in knowing when they have arrived in town as well as where they should visit for key services. This will prevent visitors to the town being confused about where the centre is and where exactly it is they should stop.

Upgrades to Functional Amenities Practical amenities upgrades were identified by the local community as areas of need in Lawrence. These upgrades may also be necessary if tourism and local business growth are to be encouraged. Extra amenities such as toilets, bins, tables and chairs and water fountains are essential. Other amenities are needed for public safety and security such as lighting and fencing. Further amenities should be considered to aid tourism and daily community utility such as bike racks and maintenance storage facilities, with increased traffic and seasonal population fluctuations to be considered.

Recreational Amenities & Activity Infrastructure for children, teens and youth People in the town expressed an interest in having more recreational amenities installed in Lawrence, especially for children, teens and youth.

Suggestions included: public gym equipment, basketball courts, skate parks and more places for children to play. Public gym equipment could help to improve health in the community and increased recreational areas could provide spaces for everyone to enjoy, especially young people.

Shade Shelters & Greenspace

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Many residents had a desire for shade shelters and increased planned greenspace around the more central town areas and buildings. Shade and shady rest points are important for people who want to experience Lawrence whilst out walking. Greenspace and planned greenery could also help with beautification and traffic noise reduction as well as help to increase community connection to the town.

SECTION 3

Action Plan

Emerging from the extensive community engagement process are a number of key ideas and themes.

The implementation of these actions would improve the community’s experience of living in Lawrence, but also help boost the economy and popularity of the area in the long-term.

Catalyst Projects 1. Connected Lawrence Research showed that the community expressed a keen interest for investment in the improvement of roads, paths, cycleways, walking trails, parklands, and better access to the river and other landmarks. An upgrade of the paths, cycleways and walking trails could improve the lives of the local community dramatically and provide opportunities for future economic growth, partnerships, and local tourism promotion.

A large number of community members also indicated the need for updated facilities and amenities to support any new infrastructure or pathways that may be considered for the area in the future. These amenities would also be necessary to provide adequately for an increase in tourism and commerce. Functional necessities such as: toilets, lighting, water fountains, bins, bike racks, fences and equipment storage should be considered. Additionally recreational facilities are desirable and necessary for attracting and maintaining engagement in the area.

This could include play equipment and outdoor fitness/gym equipment.

Improved paths, better connectivity and updated amenities could: • Provide better connectivity for the town and community.

• Provide better access to the river to showcase the town’s major natural asset, the environment and beauty of the area.

• Increase safety and security.

• Reduce/mitigate environmental impact.

• Help with waste management and maintenance.

• Improve accessibility for seniors or those with disabilities.

• Increase local activity and physical health.

• Improve access to the town centre.

• Give the town a sense of pride and place.

• Provide new business opportunities due to increased access and activity around town.

• Increase the appeal of Lawrence to investors and small businesses.

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• Give tourists a great reason to come to Lawrence to experience outdoor activities and events that could be more easily accessed via a clear pathway network.

Footpaths

A safe, accessible, and easy to use network of footpaths (that could potentially connect to other cycleways and walking trails) should be considered. Clear directional signage, maps and waypoints could be provided to help both the community and visitors to navigate the network easily. Locals identified their preference for paths which help them to access key areas around town and the Clarence River. Footpaths could also provide a point of difference for Lawrence and help to move foot traffic across key locations in town and encourage local events.

Cycleways Cycleways would be a great way of encouraging connection and activity whilst also helping connect the town across a wider distance. Cycleways could connect up with other parts of the network to help foot pedestrians and cyclists safely navigate and enjoy a connected village network concurrently. Cycling is a popular activity across Australia and tourism promotion for cyclists and their families could be encouraged and help draw people to the area.

Walking Trails Improved yet more informal walking trails at natural heritage sites could provide the community and tourists with better access to Lawrence’s natural beauty. Walking trails could be independent or form part of a greater pathway network, depending on location.

Functional Amenities Functional Amenities could be built up along the connected pathway network.

This would create greater utility for locals and visitors as well increase safety, and security. Easy path access would also help Council and Maintenance workers to access sites across Lawrence more easily with small vehicles and equipment.

Amenities suggested as priority needs by the community include toilets, bins, shade shelters, fences and lighting. Other considerations include water fountains, bicycle racks, power points and small equipment storage.

Recreational Amenities

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Proposed Recreational Amenities could be built along a greater Lawrence pathway network allowing easy, natural access and key points of interest to the area.

Strategically placing new amenities along a pathway network would allow the community and visitors to optimally use these facilities and could create a pathway of interest across the village, allowing people to journey, connect and play across Lawrence. Once again, maintenance access would be eased by placing any new recreational amenities along a path network. Suggestions for recreation from the community have primarily centred around activities for children, teens and youth such as: basketball courts/hoops, a skate park and play areas, but other more general recreational equipment such as outdoor gym equipment was also a popular suggestion. There are many other options that could be explored in the future to help Lawrence get the most use out of their outdoor public spaces, but consideration of strategic locations for new amenities is advised.

2. Wayfinding Strategy A wayfinding strategy and upgraded signage was also suggested during community engagement and could be of great long-term benefit to Lawrence.

Defining structure and flow throughout Lawrence and building logical signage infrastructure to support key landmarks and decision points could not only aid with navigation and support any new pathway networks but also allow for local storytelling and the history of Lawrence to come to the forefront. Signposts, waypoints and maps could help with exploration and journey planning, whilst key features at the main entrances to town (possibly including the ferry terminals) could help to bring a strong sense of arrival and clear identity to the area.

Key benefits of a wayfinding strategy include: • Helping to empower and support the community to tell their own local stories.

• Revealing Lawrence’s history by providing physical landmarks and waypoints showing local history and sites of Indigenous cultural significance • Helping build a sense of identity and ‘pride of place’ in the community.

• Creating a sense of arrival at clear town entrances/exits.

• Aiding with navigation for locals and visitors.

• Encouraging a steady flow of traffic around all areas of town.

• Helping people ‘plan their journey’ by having a clear knowledge of distances and timings between locations.

• Encouraging local events planning and local business growth around key landmarks and areas.

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• Helping maintenance and emergency workers clearly navigate to carry out repairs and aid and assist people across Lawrence.

3. Active Youth Strategy Instigating a clear Youth Strategy aimed at engaging young people in the community could help with the long-term growth and future of Lawrence. Finding ways of providing clear connection between youth and the wider community as well as connecting youth with the outdoors and physical activity was strongly desired by many people who contributed during community engagement.

Lawrence already has strong community groups and volunteerism, and these groups could potentially be of great assistance when seeking to activate and engage local youth.

Major suggestions centred around building recreational equipment in public spaces, however greater opportunities could be uncovered through engaging directly with youth and seeking their direct feedback.

Benefits of an active Youth Strategy could include: • Greater, more meaningful community connections and socialisation.

• Active and happy kids, teens and young people who are engaged in their community, feel connected and have sense of pride about where they live.

• The possibility of ongoing, direct youth feedback and lines of communication to help support the future growth of the town.

• Better youth health and mental health with increased physical activity.

• Working in conjunction with schools to help sustain youth attendance and engagement at school and improving overall quality of education outcomes and life experience (AIHW, 2021, https://www.aihw.gov.au/reports/australias-welfare/ school-student-engagement-and-performance).

• Activating young, local entrepreneurs and a young workforce to help support the economy.

• Explore opportunities to integrate with existing Council programs including the annual Plunge Festival.

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• Link in with works already being progressed by Council’s Youth Officer including the Out of the Box initiative.

4. Day tripping, Eco-Tourism, Glamping, Camping: Experiencing the Great Outdoors in Lawrence Lawrence’s unique location places it in a perfect, underdeveloped spot, close to nature. Rather than building large scale accommodation the peaceful, tranquil personality of Lawrence could be embraced and sustainable eco-camping and ‘Glamping’ (Glamorous Camping) could be offered. Short-term, moveable and low-cost accommodation options could help deal with the peaks and troughs of requirements and provide a low-key and low impact draw to the area. Campsites and short-term facilities allow for flexibility if locations need to be moved for any reason, including weather events or to allow time for the environment to recover.

Additionally, Lawrence’s hikes, trails and proximity to natural sites such as the Everlasting Swamp National Park and the Bundjalung National Park provide a perfect natural backdrop. These natural heritage sites could easily be promoted to tourists seeking refuge from busier locations including Byron Bay, Yamba or Grafton or those looking for a boutique, bespoke and memorable holiday experience.

The benefits of offering short-term accommodation and Eco-Tourism experiences include: • Increasing Tourism and visibility of the area.

• Ability to easily promote Lawrence’s natural wonders and heritage sites.

• Ability to better control the environmental impact of tourism.

• The ability to scale tourist access to suit, based on permits and bookings/ site availability.

• Low-cost, moveable and temporary dwellings that and easy to service, scale and modify.

• A boutique experience can often be associated with a higher price point for bookings and services.

• Increased local small business opportunities.

• Increasing the flow of traffic through town and boosting the local economy.

• Increased potential for the local hospitality industry.

• Increased ability to host accommodation for local events.

• Opportunities for event planners and event partnerships.

• Increased interest in investment in the local area.

• Potential ability to promote local agriculture, produce and food/beverage vendors.

• Promote town history and storytelling.

Camping & Caravanning

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Lower cost camping and caravanning options could be promoted to both more local visitors from other parts of NSW or people travelling from more widely throughout Australia. This could be a great way of attracting seasonal campers and families, hosting small groups of people for local events or appealing to those wishing to explore and take in local experiences on a budget. Camping permits and site permits could be a way of monitoring, maintaining, and controlling access to areas and helping to reduce the impact of visitors on the environment.

Ecotourism Ecotourism, low-impact tourism and interest in unique holiday experiences that promote natural heritage is on the rise. Travellers have an increased fascination with being fully embedded in nature, taking actions that ‘do no harm’ to the environment (even when travelling), giving back to the environment and building unique memories and experiences that they can share with others and will remember for years to come. Some options for eco-tourism include visiting certified eco campsites/accommodation sites, wildlife experiences, bushcraft and Indigenous cultural experiences, low-impact farm stays and wilderness tours.

Many other ideas could be uncovered that could provide Lawrence with a unique position as an eco-tourism location and build sustainability to maintain a space as an authentic eco destination.

Glamping Glamping or ‘Glamorous Camping’ has an increased interest and following amongst tourists across Australia. Glamping provides a luxury camping service with pre-appointed facilities such as electricity, Wi-Fi connectivity and pre-made/ supplied food and beverage offerings. The ability to turn up to a boutique, preprepped and quirky campsite without needing to bring or set up any equipment is appealing to many. Glamping often attracts a higher price point due to the range of services provided onsite, however many tourists are happy to pay a little extra to experience the finer things in life, whilst also feeling connected to and embedded in nature. Glamping offers all of the benefits of camping in Lawrence (low-cost, moveable sites, control of traffic and environmental impact) but could be more lucrative and profitable than traditional camping. It also provides opportunities for local small business partnerships to cater for extended services such as food/ beverage and hospitality offerings and other little luxuries.

Day tripping Promoting Day Trips to more local tourists in and around Lawrence could be an easy way to boost the profile of the town. The Clarence Valley Council has already identified local tourism as a growing trend across NSW (Clarence Riverway Masterplan II, 2021). With its friendly community, quaint village aesthetic, location on the Clarence and local natural beauty, Lawrence already has many features to promote to local tourists. With an increased and sustained approach to marketing the benefits to people living in NSW, Lawrence could grow to be a great place for a day out with family or friends to access either by road or via the water. If pathway and amenity infrastructure is increased there would be even more opportunities and benefits for considering Lawrence for a short and easy day trip. Events could be organised that promote Lawrence for a nice day out and local businesses could be encouraged to support Day Trippers with services, products, food, beverages and hospitality. This positioning as a Day Trip destination could enhance the potential for future economic growth.

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5. Engagement and Events on the River The Clarence River is one of Lawrence’s biggest assets. Already loved by locals who desire more access, the riverside and the river itself could also provide a great opportunity to promote this natural wonder to the world and celebrate the town’s connection to the water. Whilst pathway infrastructure can supply better access, events along the river could help activate the area and provide a unique point of engagement and interaction. Some ideas for events and activations could include water sports, water events or fishing competitions on the river. Additional events could be hosted along the banks including land-based sports events that are embedded in the natural surroundings, music, live performances, large, hosted events (such as ANZAC Day services) or markets. Tours and tourism on the water could also be promoted as a unique draw to help discover points of interest in the area and promote local storytelling.

There are many opportunities for further development and investigation into events that could activate the river but some general benefits include: • Promoting a unique natural asset.

• Taking advantage of the river as an additional transport corridor.

• Building unique identity and pride in the community.

• Increasing physical activity and activity on the water.

• Improving the waterway and surroundings for increased environmental benefit.

• Increasing commerce and trade opportunities around the river.

• Attracting both locals and visitors to view the picturesque scenery and connect with nature.

• Encouraging human connection and social interaction.

6. The Bluff Point ferry experience The community workshops and polling identified that locals feel that the ferry is a beloved and unique part of their community. The experience of accessing a town in Australia primarily by ferry is an unusual one, so there could be an opportunity to highlight this feature for locals and visitors and provide an opportunity to make great memories and promote the area.

Upgrading the area around the ferry terminals to create a quirky and unique experience for visitors could provide not only an opportunity for community storytelling and a sense of arrival, but also create memory building waypoints, photo opportunities or ‘Instagram moments’ for people waiting to catch a ride on the ferry.

7. Supporting and nurturing community-led action It is clear that there is a strong sense of community within the township of Lawrence which is backed-up by on the ground action. This includes over 15 different community groups who operate within Lawrence, along with small actions such as the welcome handbook that is distributed to each new person when they move to town.

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There are a number of small actions Council can explore to better support these actions and community leaders which will not cause a huge amount of administrative pressure on the team. Recommended actions include: identifying opportunities to better promote tourism and visitation in Lawrence including working with some of the local community members to identify the ‘must see’ things to see and do around the township and use this to craft the foundation for promotional material.

Next Steps Through community consultation and engagement, a number of areas of potential have been uncovered to help provide Lawrence with a unique sense of identity and suggest ways of improving the experience for locals and visitors whilst also boosting the economy. The personality and most loved aspects of the area have been identified, along with major physical assets and natural heritage landmarks. An Action Plan and preliminary ideation for potential Catalyst Projects has been created and the benefits of the suggested proactive steps discussed.

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However, this document is just a first step in an ongoing journey.

Further investigation, research and discussion is encouraged in order to come up with practical solutions that truly reflect the desires and values of the people of Lawrence and best serve the community and their economic needs. This document will also be a useful tool to advocate for funding for the Lawrence community.

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