Empty Esky: How To Revive Bushfire Towns With Local Purchases
Discover how Australians are filling coolers with local goods to rebuild fire-scarred communities through tourism and support.
The devastating bushfires that scorched vast swathes of Australia in late 2019 and early 2020 left indelible scars on landscapes, wildlife, and communities. Amid the ashes, a grassroots initiative emerged, harnessing the quintessential Aussie love for road trips and local produce to foster long-term recovery. Known as Empty Esky, this campaign invites people to pack an empty cooler—called an “esky” in Australian slang—and head to fire-ravaged regions to fill it with regional treasures, directly injecting life into struggling local businesses.
The Birth of a Movement
Conceived in Melbourne by three friends—Erin Boutros, Eleanor Baillieu, and Elise Mason—the Empty Esky campaign crystallized from a desire to pivot beyond immediate relief toward sustainable economic revival. As flames raged across New South Wales, Victoria, and South Australia, these women recognized that small producers, growers, and retailers in rural areas faced a double blow: property damage and the evaporation of tourist dollars during peak season.
Eleanor Baillieu, a co-founder, articulated the vision succinctly: encourage safe road trips to impacted areas where visitors could stock up on wine, food, crafts, and other goods. Launched on Instagram, the campaign exploded, amassing over 10,000 followers in under 24 hours, a testament to national solidarity.
How the Campaign Works
At its core, Empty Esky is deceptively simple yet profoundly effective. Participants pledge to visit a bushfire-affected town with an empty esky, then spend at local establishments—buying petrol at servos, dining at family-run eateries, and loading up on artisanal products. This “fill the esky” approach stimulates tourism-dependent economies that rely on summer visitors.
- Pledge and Share: Commit via social media, tagging #EmptyEsky to inspire others.
- Road Trip Safely: Check fire danger ratings and travel advisories before departing.
- Shop Local: Prioritize farms, wineries, markets, and shops in designated towns.
- Amplify Reach: Post photos of your filled esky to showcase supported businesses.
The campaign’s Instagram serves as a dynamic directory, spotlighting safe destinations and featured producers, driving foot traffic and online orders.
Spotlight on Impacted Regions
Australia’s bushfire crisis affected diverse locales, from coastal hamlets to inland orchards. Empty Esky highlights towns ready for visitors, ensuring support reaches those in need.
| Town/Region | Key Attractions | Local Specialties |
|---|---|---|
| Batlow, NSW | Apple orchards, scenic drives | Fresh fruit, ciders, farm-fresh goods |
| Mallacoota, VIC | Beaches, national parks | Seafood, honey, artisan breads |
| Kangaroo Island, SA | Wildlife sanctuaries, vineyards | Wines, cheeses, olive oils |
| Byron Bay, NSW | Surf spots, markets | Organic produce, crafts |
These areas, once bustling with holidaymakers, saw revenues plummet as fires deterred travel. By directing spending here, the campaign aids rebuilding—from fencing for farmers to stock feed for livestock.
Broader Community Responses
Empty Esky is part of a tapestry of Australian resilience. Parallel efforts like Restaurants for Relief saw hospitality venues donate profits to appeals, collating national support in one hub. Fundraising concerts drew stars like Chris Hemsworth in Byron Bay and a star-studded lineup—including Hilltop Hoods, Jessica Mauboy, and Olivia Newton-John—at Sydney’s Olympic Park on February 16, 2020.
Celeste Barber’s social media drive alone raised over $50 million, underscoring the power of collective action. Campaigns like Spend With Them complemented Empty Esky by promoting direct purchases from fire-hit producers.
Economic and Environmental Ripples
Bushfire-affected towns often hinge on agriculture and tourism, sectors employing locals and sustaining ecosystems. The 2019-2020 fires destroyed over 18 million hectares, killed billions of animals, and razed communities. Empty Esky counters this by:
- Boosting Revenue: Direct spending revives cash flow for rebuilding.
- Preserving Jobs: Supports growers and retailers facing bankruptcy.
- Promoting Sustainability: Encourages buying seasonal, local goods, reducing carbon footprints from imports.
- Fostering Pride: Rebuilds community morale through visitor appreciation.
Experts note tourism’s role in disaster recovery; post-event influxes can exceed pre-crisis levels if marketed well.
Getting Involved: Practical Tips
Ready to join? Here’s how to maximize impact:
- Plan Your Route: Use official apps for real-time fire updates from state services like VicEmergency or NSW RFS.
- Pack Smart: Bring reusable bags, cash for small vendors, and a big esky.
- Stay Longer: Book accommodations, dine out, explore trails—extend your economic footprint.
- Verify Safety: Only visit green-rated zones; respect closures.
- Donate Extra: Pair spending with contributions to verified funds like those for Batlow Rotary.
Families, couples, and solo adventurers alike have shared stories of heartwarming encounters—from orchard owners gifting extra apples to winemakers hosting pop-up tastings.
Challenges and Future Outlook
While momentum surged in 2020, sustaining it amid evolving crises like COVID-19 tested resilience. Yet, Empty Esky’s model endures, adaptable to floods or droughts. Challenges include ensuring equitable distribution of support and verifying business needs.
Looking ahead, the campaign inspires global parallels: think “empty baskets” for wildfire-hit California or Hawaii. In Australia, it underscores tourism’s dual role as economic engine and recovery catalyst.
Frequently Asked Questions (FAQs)
What is an esky?
An esky is Australia’s iconic portable cooler for keeping food and drinks cold on picnics or road trips.
Is it safe to visit now?
Check current advisories; many areas are fully accessible post-2020 recovery.
How do I find participating businesses?
Follow @emptyesky on Instagram for maps, lists, and updates.
Can international visitors join?
Absolutely—pledge during your travels to contribute to recovery.
What’s the long-term goal?
To build resilient local economies beyond crisis response.
Stories from the Road
Participants rave about transformative trips. One family from Sydney filled their esky with Batlow apples and ciders, chatting with farmers about regrowth plans. A Melbourne couple discovered Kangaroo Island gin, supporting distillers who lost distilleries. These anecdotes humanize the economics, turning aid into shared stories.
The campaign’s genius lies in its cultural fit: Aussies love a drive, a barbie, and backing the battler. By 2026, as scars fade, Empty Esky’s legacy endures in thriving towns.
References
- Empty Esky initiative to support fire affected towns — YouTube. 2020-01-01. https://www.youtube.com/watch?v=9DshTocEVCI
- The unique ways Australians are supporting bushfire-ravaged… — Lonely Planet. 2020-02-01. https://www.lonelyplanet.com/articles/empty-esky-campaign-bushfire-australia
- The ‘Empty Esky’ campaign is hoping to bolster tourism… — SBS. 2020-01-01. https://www.sbs.com.au/voices/article/the-empty-esky-campaign-is-hoping-to-bolster-tourism-in-bushfire-affected-towns/cpukh6nxb
- Empty Esky and Spend with Them: Helping Bushfire Recovery — North Shore Mums. 2020-01-01. https://www.northshoremums.com.au/empty-eskies-how-you-can-help-bushfre-recovery/
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