For 93 years, the Jacaranda Festival has been more than an event. It has been a celebration of belonging, connection and community contribution. It is Australia’s longest-running floral festival and remains one of the nation’s finest examples of a community coming together to create something bigger than themselves.
As Director Laurence Johnston observed while directing Once a Queen for SBS in 2005:
“Here is a festival which celebrates something quite magical. It is a combination of the simple natural elements of the blossoming of trees every year and the imagination of a town to form something romantic and deeply felt, and which has also shaped the community’s identity.”
The festival is unique because an event of this scale is delivered not by a council or professional event organisation, but by a volunteer committee of just eight people. It is powered by the “Purple Army”—a community of volunteers, businesses, organisations, families and individuals who collectively create the magic of Jacaranda.
However, like many communities across Australia, Grafton faced a changing volunteer landscape. At the same time, expectations around safety, compliance, inclusion and professionalism have increased, creating greater demands on those volunteers who remained.
Rather than just relying solely on a traditional volunteer workforce, the festival created a partnership model that allows more people, organisations and businesses to contribute in different ways. A major focus has been developing stronger relationships with local businesses. The festival has invested in creating genuine partnerships rather than simply seeking donations.
In return, businesses become part of the festival story and receive meaningful recognition through advertising, social media and promotional opportunities. The festival’s digital community continues to grow, with more than 22,000 Facebook followers, 6,000 Instagram followers, promotion through My Clarence Valley, Destination NSW and the official Jacaranda Festival website (https://jacafest.com/).
Importantly, the festival is also investing in the future of community contribution.Through the Jacaranda Candidate Program, young people and young adults are developed as future community leaders. This inclusive leadership pathway is about far more than a title. Candidates develop confidence, public speaking skills, business acumen, community awareness and a lifelong understanding of service. Many former candidates continue their involvement as volunteers, committee members, business leaders and community advocates.
The Grafton Jacaranda Festival demonstrates that community contribution is not declining—it is evolving.