Farm World to remain core while seizing opportunities
“I want to see Farm World develop and prosper and grow. But Lardner Park needs Farm World to be less of the financial contribution…we need all these other events to contribute while never forgetting where we evolved from.
“We are good at Farm World so let’s build on that, it’s our core. We can attract new events but our core is a beautiful, unique property to conduct events on,” he said.
Craig hit the ground running when he took over the reins last month and within two weeks faced one of Lardner Park’s biggest events of the year with Beyond the Valley.
Craig comes from a business background, being general manager of Viatek for 28 years for the Warragul branch and south east Victoria.
He was a major part of the business’ growth from one store to 410 staff at 23 locations across three states.
During his time with Viatek, Craig said he built a strong local network and has been heavily involved in the local community.
His board and club commitments include board chair at the Club Hotel, a member of the West Gippsland Healthcare Group’s community voices group, Warragul Blues Junior Football
Club vice president and a committee member for Baw Baw’s Big Blokes Barbecue.
He was born and bred in Warragul and has family connections around the Lardner, Drouin South and Hallora district.
Craig said his father was a diesel mechanic with Woods and Reeves so he often watched hay and silage demonstrations at Lardner Park.
“Lardner Park has always been like my backyard,” he said.
Craig said the Lardner Park “brand” was well trusted and respected but there was scope to diversify what can be offered.
The exhibition space at Lardner Park is hired out 180 times a year. But Craig is already identifying new opportunities and markets to enhance the offering of events.
“The space is very unique. We can seat up to 1000 guests, but we also have 5000 square metres of under roof sheds that cater for expos.
“It’s a beautiful 300 acre farm so there’s nothing we shouldn’t be able to do to promote agribusiness.
“From 20,000 kids here for four days for a rock concert to the traditional heritage of Farm World that supports our rural community – we have everything in between and the potential for more.
“Viatek grew through great processes and great structures but importantly by picking its niche markets and that’s what Lardner Park has to do.
“Our role is to provide the space that meets all the compliance and governance for their events.
“From May to August when it is wet, we need to look at what we can attract to bring people here. We will be looking at events that are diverse but suit Gippsland and the property without interrupting neighbours,” he said.
Craig said he was keen to maintain and increase engagement with community organisations, sports and service clubs who were the backbone of Lardner Park.
He said there were lots of opportunities for community groups to benefit from catering and fundraising opportunities and it was important these relationships continued.
Craig said a number of local organisations such as Olivia’s
Place, Big Blokes Barbecue, Girls Day Out and the Gippsland Roller Derby were taking advantage of what Lardner Park had to offer.
“They are the sorts of events from a community perspective that we want to continue to host
“We are not for profit, we turn over a huge amount of money, but it also costs a lot of money to run the property and reinvest in improvements.
“It’s up to us as a local events centre to attract more events and promote more employment opportunities,” Craig said.