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Thursday 14 August

9.30am -5.30pm

Auchendarroch House

Mt Barker

Join us for Activate Your Place: Integrating Branding with Data and AI to Foster Vibrant Mainstreets and Communities, a dynamic event that brings together innovators, community leaders, and place-makers to explore how cutting-edge technology and strategic branding can breathe new life into local spaces. Discover how data and AI can be harnessed to tell authentic stories, engage communities, and drive sustainable growth. Whether you're revitalizing a mainstreet or reimagining a community this event offers the insights and tools you need to activate your place and create meaningful, lasting impact.

Mainstreet SA is proud to partner with the Mount Barker District Council, Business Mount Barker and Regional Development Australia - Adelaide Hills, Fleurieu and Kangaroo Island for this event.   

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PROGRAM AND SPEAKER INFORMATION

PROGRAM INFORMATION 

Speakers include: 

• Louise Magor, South Australian Tourism Commission 
• Deb Larwood & Emily Maxwell, District Council of Kimba with Lisa Hastings, SGK Global 
• Adam Power, CommBank 
• Dale Dreschler, City of West Torrens 
• Luke Gray, Mount Barker District Council

Program (we are still finalising speaker times, as we are working with interstate speakers on flight arrival times) 

Less of the More

Louise Magor, South Australian Tourism Commission

Less of the More: Building a Place Brand That Cuts Through the Noise

In an increasingly crowded tourism landscape, South Australia has set out to do something different. This session explores the three-year journey of developing a place-led tourism brand that resonates beyond marketing: one that reflects local identity, inspires community pride, and fosters genuine cultural connection. From navigating stakeholder complexity to embracing “Less of the More, More of the Good,”- this is a story of branding with purpose, grounded in place and built to last.

BIOGRAPHY

Louise is an experienced marketing leader with over 15 years in the industry, spanning both the finance and tourism sectors. As Interstate Marketing Manager at the South Australian Tourism Commission (SATC), she has spent the past six years proudly championing South Australia to audiences across the country.

Deeply passionate about the power of brand, Louise was a proud member of the team behind the development and launch of SATC’s new long-term brand platform for South Australia. This work marked a pivotal shift in how the state defines and communicates its value to both visitors and locals, to transform perceptions and drive engagement.

Louise brings expertise in brand strategy and media planning, with a firm belief that creative and media must work seamlessly together to create impact. Her approach is both strategic and grounded, always focused on creating meaningful connections between people and place.

𝗞𝗜𝗠𝗕𝗔, 𝗮 𝗥𝗲𝗮𝗹 𝗝𝗼𝘂𝗿𝗻𝗲𝘆

Town Branding for KIMBA: A Collaborative Journey

Witness the evolution of a South Australian gem! The District Council of Kimba and SGK join forces to unveil the story behind Kimba's bold new Town branding. From recognising the need for change to the final creative reveal, this presentation takes you on a whirlwind journey of vision, collaboration, and regional rejuvenation. Discover how strategic branding breathed new life into Kimba, transforming not just its image, but its future. 

BIOGRAPHIES

Deb Larwood

Deb has proudly called Kimba home for over 36 years and brings a wealth of knowledge, leadership, and community insight to her role as Chief Executive Officer to the District Council of Kimba—a position she has held since 2016. 

Throughout her career, Deb has worked to position Kimba as a benchmark for innovation in regional governance. Under her guidance, the Council has achieved recognition at both state and national levels, with multiple awards celebrating its accomplishments in community development, infrastructure, and service delivery. These achievements reflect her dedication to practical outcomes that directly benefit the people who live, work, and invest in the region.

A firm believer in the power of strategic place branding and marketing, Deb leads and supports initiatives that elevate Kimba’s profile, attracting new opportunities, and supporting long-term sustainability for the town and its surrounds. She is passionate about ensuring regional communities are not only supported but actively celebrated for their unique strengths and contributions.

Driven by a people-first mindset, Deb is known for her transparent communication, inclusive leadership, and unwavering belief in the potential of local people. Her work continues to inspire progress and pride across the community, making her a key force in shaping a stronger future for regional South Australia.

Emily Maxwell

With a combined 11 years of experience in local government across a multitude of roles, Emily has spent the past six years as a dedicated member of the Kimba Council team. Initially joining with a focus on Executive Assistance and Governance, Emily has since taken on a broad portfolio that includes key contributions to tourism, marketing, and the promotion of the region as a visitor destination.

In her tourism and marketing capacity, Emily plays a vital role in supporting and delivering council-led visitor campaigns, and working to enhance the region’s profile. She has actively contributed to the planning and rollout of promotional initiatives that showcase the Kimba’s unique experiences, events, and natural assets. More recently, Emily has been involved in the implementation of a new community brand—assisting with the brand strategy, visual communications, and stakeholder engagement to ensure a consistent and impactful rollout across platforms.

Driven by a passion for community engagement and regional development, Emily brings a thoughtful, solutions-focused approach to every project she undertakes. Her ability to work across diverse teams and functions, paired with her deep understanding of local government operations, continues to make her a trusted contributor to council initiatives that enhance both organisational effectiveness and community experience.

Lisa Hastings

Is a visionary Creative Director at SGK Global with over a decade of experience leading multi-disciplinary teams across global campaigns and innovative brand development. Her expertise lies in developing high-level creative strategies, nurturing talent, and driving brand evolution across diverse categories. 

Lisa excels at balancing creative vision with business objectives, delivering scalable solutions that resonate with audiences and stakeholders. As a judge for the PAC Global Awards and keynote speaker, she regularly engages with industry leaders, sharing insights on innovation and brand differentiation. With a career spanning global markets, including 10 years in London, Lisa specialises in Creative Leadership, Coaching, Brand Positioning, Strategic Development, and Creative Concepting. 

Her leadership style, rooted in transparency and trust, fosters bravery, curiosity, and authenticity, guided by her personal mantra: "confidence without ego.”

LEVERAGING AI

Dale Drechsler,  City of West Torrens

Dale will explore how the City of West Torrens is leveraging AI-powered chatbots and digital assistants to streamline customer service, provide real-time information, and empower both staff and community members. The session will cover practical case studies, lessons learnt from deployment, and the benefits of integrating AI with existing council systems.

BIOGRAPHY

Dale Drechsler is the Team Leader for Digital Services at the City of West Torrens, where he leads the development and implementation of innovative digital solutions to improve community and workplace experiences. With a background in technology strategy and hands-on delivery, Dale has a keen interest in practical applications of artificial intelligence within local government. He is committed to making digital services accessible, efficient, and user-friendly for all.