Case Study - Reflections Seal Rocks
Case Study: Transforming Seal Rocks into One of NSW’s Most Desirable Destinations
When I left the Army, my first mission in the civilian world wasn’t far off a military challenge: transform an underperforming holiday park into one of the most desirable destinations in NSW — in just six months.
The approvals were in place, but the project was well behind schedule. I originally said it couldn’t be done. The response? The opening is booked — get it done. Yes sir! (Though I did quietly recommend pushing it back until two weeks out.)
From my first site visit, I was struck by the beauty and potential of Seal Rocks. I could see what it could become — a place my family and friends would love to visit. And I was determined to make it happen.
The Results
Long story short: we did it. The redevelopment was a roaring success.
Multiple award-winning park
Booked out months in advance
Significant increases in revenue
A guest experience so good it spread by word of mouth
Guests would literally pull up, wind down their car window, take a photo, and drive off. No marketing campaign needed — the design spoke for itself.
How We Did It
1. Teamwork
I brought together a trusted team of architects (building and landscape), cabin manufacturer, and civil contractor who believed in the vision and committed to delivering. Their collaboration and effort made the project possible.
2. A Clear Vision
We aligned the team early: this would be one of NSW’s most desirable destinations. Every design decision was made through the eyes of the guest experience. At the same time, we had strict constraints: six months and a fixed budget. That clarity sharpened our creativity.
3. Creativity Under Pressure
We innovated in both delivery and design. Starting works before designs were complete, pushing for beauty in every detail, and asking questions like: What does “most desirable” look like when you’re sitting on the deck? At the lounge? Watching kids on the playground?
4. Quick Decision-Making
Tempo was everything. Empowered teams brought forward great ideas, and it was my job to back them up with quick, clear decisions. Delay only made their hard work harder, so responsiveness was key.
5. Diligence in the Details
We had to get the details right — there was no margin for error. Safety, communication with guests, and minimising disturbance through the busy summer season were non-negotiables.
6. The Extra 5%
We refused to cut corners. Those finishing touches — the “final 5%” — are what turn projects from good to outstanding. That lesson stuck with me: if you can make space for them under extreme pressure, you can make space for them on every project.
Why This Project Matters
Seal Rocks remains one of my favourite places in Australia — after travelling the country, I’ve still not found a better guest lounge. But more importantly, it was the project that hooked me on tourism development.
The lessons from Seal Rocks shaped the approach I later took at Reflections Holiday Parks’ redevelopments at Byron Bay, Evans Head, and Bonny Hills. And today, at Salt Tree Advisory, these same principles guide how we deliver for our clients:
Build trusted teams
Align to a clear vision
Think creatively
Maintain tempo with fast, clear decisions
Obsess over the final 5%
Seal Rocks was before Salt Tree Advisory existed — but it’s a foundational part of our story, and a big part of why we’re so passionate about supporting tourism clients to bring their big ideas to life.