East Coast Tasmania Recognition Awards

The East Coast Tasmania Tourism (ECTT) Industry Recognition Awards celebrate the people, businesses and events that are helping shape a strong, resilient and forward-thinking tourism industry on the East Coast. The Innovation and Transformation Award recognises those who are doing things differently, introducing new ideas, responding creatively to challenges, and making a meaningful impact on their business, community and place.
This year’s winner, ECHO Festival, has become a standout example of this spirit. Founded by Ange Boxall, ECHO has reimagined what a regional festival can be, blending culture, creativity, food and storytelling to create an experience that is deeply connected to the East Coast and its community, while attracting visitors from across Tasmania and beyond.

A chat with Ange Boxall

1. ECHO has grown into a standout cultural event on the East Coast. What was the original idea behind the festival, and how did you turn that concept into something tangible and deliverable in a regional setting?

The idea struck me one night when a group of us locals were sitting around an outdoor fire under a sky full of stars, sipping pinot from the very place we were sitting and sharing yarns. I realised not everyone gets to experience that kind of connection to place.

At the same time, I was noticing that while there were wonderful festivals happening on the coast, many didn’t necessarily tell the stories or dig deeper into what it really means to live an East Coast lifestyle. That’s w2.here ECHO was born - at least as a concept.

From there, it became about turning ideas into reality. That takes a lot of work, persistence and organisation, all while staying true to the original vision. Keeping that sense of place, connection and authenticity at the heart of ECHO has always been the guiding force in making it something tangible and deliverable in a regional setting.

2. Innovation often comes from responding to challenges. What were some of the biggest hurdles you faced in creating and evolving ECHO, and how did you adapt your approach along the way?

Covid hit just two weeks before our second ECHO, which was a pretty big hurdle! But like many people, it made me reflect deeply. During that time, I noticed how desensitised we had become, and that’s when ECHO truly evolved into the ‘Festival of the Senses’.

Early editions were held on a remote farm site, and I think some people thought we were a bit mysterious - or slightly mad! Then a major flood submerged the site just days before the festival. Heartbreaking, especially after Covid the year before. We postponed, cleaned up and delivered a month later.

For year three, I made the decision to move to a historic farm site closer to Swansea. Being visible from the road changed everything - it invited curiosity, reduced barriers and made the festival feel more accessible. Sometimes innovation is simply responding, adapting and listening.

3. ECHO brings together culture, community, food, art and place. How did you ensure the festival stayed true to the East Coast’s identity while still appealing to visitors from further afield?

So much of ECHO comes directly from the coast - the people, the produce, the stories, the landscapes. It’s unmistakably East Coast, and very Tasmanian.

One guest from Melbourne once said, “If you could wrap Tasmania up into one weekend, ECHO would be it.” That felt spot on. ECHO is gentle but playful, thoughtful but fun. It’s a place to use your hands, learn something new, slow down, and connect - with land, with culture, and with each other.4. From your perspective, what impact has ECHO had on local businesses, artists and the wider East Coast community, and how do you measure success beyond ticket sales?

ECHO provides a platform to showcase the threads that make up the East Coast’s fabric - our people, produce and place.

Our marketing actively highlights where to stay, eat, drink and explore. We curate an experience beyond the festival gates, encouraging visitors to discover the region and, importantly, return. Success isn’t just measured in tickets sold, but in relationships built, stories shared, and the economic ripple effect felt across the community.

4. From your perspective, what impact has ECHO had on local businesses, artists and the wider East Coast community, and how do you measure success beyond ticket sales?

ECHO provides a platform to showcase the threads that make up the East Coast’s fabric - our people, produce and place.

Our marketing actively highlights where to stay, eat, drink and explore. We curate an experience beyond the festival gates, encouraging visitors to discover the region and, importantly, return. Success isn’t just measured in tickets sold, but in relationships built, stories shared, and the economic ripple effect felt across the community.

5. For other East Coast tourism operators or event organisers looking to innovate or transform their offering, what advice would you give about starting small, building partnerships and creating something meaningful?

You need genuine passion to start - that’s what carries you through the tough bits. Starting small gives you permission to experiment. While ECHO began modestly, I threw the kitchen sink at it creatively - everything I loved was in there.

Over time, I’ve refined it - stripping back what didn’t work and strengthening what did. Strong partnerships have been key. Our sponsors and collaborators know exactly what they’re supporting, and that shared clarity makes all the difference.

6. Running a festival is no small feat. What’s something that’s gone wrong behind the scenes at ECHO that you can laugh about now, and what did it teach you?

In the early years, I did almost everything - programming, marketing, partnerships and delivery. I had some extra hands around production in the lead-up and on the weekend, plus a handful of volunteers, but largely it was me running on passion and adrenaline. Looking back, I was a complete (and slightly unhinged) zombie!

It taught me very quickly that sustainability isn’t just environmental, it’s personal and organisational too. That realisation led ECHO to transition into a Not-For-Profit with a formal voluntary board, which has been a huge step forward in terms of governance, support and long-term thinking.

We’re still a tiny and very lean team, and definitely understaffed at times, but we now have regular volunteers and a growing group of people who understand the ECHO journey and help carry it forward. Delegating took me a long time to learn, but it’s been genuinely transformational, and yes, I can look back and laugh about those early manic days.

7. Looking ahead, how do you see ECHO evolving over the next few years, and are there any ideas or directions you’re excited to explore next?

First Nations culture has always been central to ECHO, and I’d love to see that leadership held by a palawa/pakana person moving forward.

I can also see larger Tasmanian companies supporting ECHO because of its authenticity, sustainability and genuine connection to place. With the right backing, we can expand the program while staying boutique, protecting the intimacy and care that make ECHO what it is.

8. If you were starting ECHO again today, what would you do differently, and what would you absolutely do the same?

Honestly? I’d probably do it the same way. You can’t know everything at the start, it’s a journey. You learn by doing. And that learning is part of what shapes something real.

The ECTT Industry Recognition Awards are about celebrating progress, learning from one another, and sharing what works. We encourage all East Coast tourism operators to put themselves forward or nominate others by sharing stories of Positive Impact, Accessibility and Inclusivity, and Innovation and Transformation. Whether it’s a small change that’s made a big difference, a new way of welcoming visitors, or an idea that’s helped your business adapt and grow, your story matters. By sharing our wins, lessons, and experiences, we strengthen our industry and inspire others across the East Coast to do the same.

Share your stories with us here

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