Who we are

Bendigo Heritage Attractions has 50 employees and 15 volunteers working across all sites and offices.

While we are very proud of the heritage sites that we preserve,they would not be here today without the people who fought to keep them and those who have worked to maintain and present them to the public over the past 40 years.

We have a volunteer Board of Directors who generously give of their time to help steer the organisation into the future.


The Trust’s objectives are directly related to increasing the level of year round visitation to all attractions. To achieve this it undertakes activities that entice local, national and international visitors to discover Bendigo and our attractions, to stay as long as possible and encourage their return.


To be the most inspiring living heritage experience in Australia.


We will operate, champion and grow living heritage assets and experiences that enrich Bendigo.


  • We CARE
  • We are FLEXIBLE
  • We are COMMITTED
  • We are PROUD
  • We are SAFE

Board of Directors:

Tom Smith, Chairman

Tom Smith, Chairman

Tom Smith has a long and successful history in the tourism sector. He is one of the founders of the highly successful Great Ocean Road Marketing program; co-creator of the Great Southern Touring Route and founding General Manager of the Melbourne Aquarium.

His former board and strategic roles include Chairman of the Country Victorian Tourism Council; founding Chairman of Destination Melbourne; Board Director of Tourism Victoria for 12 years; led the restructure of Regional Tourism along with the introduction of Regional Tourism Boards across Victoria; and formerly a Regional Tourism Advisor.

Tom was recognised for his contributions to Victorian Tourism in 2003 when he was named Tourism Achiever of the Year at the Victorian Tourism Awards. He was awarded a Centenary Medal by the Federal Government in 2000 for his contribution to regional tourism and his focus on nurturing young tourism professionals.

Now living in Bendigo, Tom is keen to bring his tourism and destination marketing experience to the Board.

Adam  Webb, Deputy Chair

Adam Webb, Deputy Chair

Adam was appointed as a director in 2021 and is a senior executive with over 20 years' experience in banking, wealth management, and corporate advisory.

During his career Adam has held positions across sales distribution, strategy development, human resources and customer experience at Westpac, AMP and CBA, where he led a significant number of transformational and regulatory reform programs. In March 2023 he was appointed as Head of Mergers and Acquisitions for Count Ltd (ASX: CUP).

Adam holds a Bachelor of Business from Swinburne University of Technology with a major in Public Relations, Advanced Diploma in Financial Services, is a member of the Australian Institute of Company Directors and has completed studies in digital transformation through Copenhagen Business School.

Mark Andrew

Mark Andrew

Mark has 18 years’ experience in the mining industry, in operations in Australia and overseas. His experience includes mining engineering, operational and project management roles. Mark is the Mine operations Superintendent for the Fosterville Gold Mine.

Mark is a member of the Australasian Institute of Mining and metallurgy, holds a First-Class underground Mine Managers Certificate and a Master of Mining Engineering.

Mark is passionate about the community in Bendigo, residing locally with his wife and young family.

Mark has been a member of the Board since 2019.

Michael McGowan

Michael McGowan

Michael has had a long association with The Bendigo Trust as a volunteer, principally through his involvement with the Bendigo Tramways since 1972.

In 2006, he retired from teaching in Swan Hill after 32 years of service with the Department of Education.

Michael has been a member of the board since 2007.

Mayor Andrea  Metcalf, Council Nominee

Mayor Andrea Metcalf, Council Nominee

Mayor Andrea Metcalf is a second term councillor with the City of Greater Bendigo.

It is through her role as a Councillor that she has been appointed to the BHA Board, an opportunity she jumped at.

Andrea sits on the Audit and Risk and the Finance Committee at Council among many. The skills she has learnt at Council are invaluable in her role on the BHA Board.

In her previous working life Andrea undertook a variety of leadership roles within public service in Bendigo.

James Reade - CEO

James Reade - CEO

A born and bred Bendigoian, James Reade, is passionate about Bendigo and his local community. James is a familiar face to Bendigo Heritage Attractions as he previously sat on our board during his four-year term as a City of Greater Bendigo Councillor.

James is a strategic thinker with more than 15 years’ experience in the community development, Local Government, State Government and private sectors.

James is driven by supporting others and driving change that creates communities where all people can belong, contribute and be valued.

Most recently, James has been working as part of the management team with Spotless at the Bendigo Hospital Project.

James joined our team as CEO in 2020.

Stacie Wright

Stacie Wright

Commenced as Director – September 2021 Stacie is an executive leader with a comprehensive background in developing and delivering customer, brand, marketing, and communications strategies. Over 15 years of experience in both B2B and B2C for large ASX listed companies and state government.

Stacie holds a Master of Business Administration (MBA), a Bachelor of Business (BBus Marketing and Human Resources) from Latrobe University and is a graduate member of the Australian Institute of Company Directors (GAICD).

Stacie resides in Bendigo with her young family. She is committed to the ongoing economic development of the Greater Bendigo region. She is also the chair of the Bendigo Stadium Pty Ltd Board.

Tony Wulff

Tony Wulff

Tony has broad career experience spanning financial services, professional sport, technology and water utilities.  Tony displays a keen understanding of market dynamics and emerging trends, allowing him to identify opportunities for strategic expansion and market disruption. His forward-thinking approach has enabled him to successfully navigate rapidly changing landscapes and position companies for long-term success, in a balanced and well governed approach. 

Tony is passionate about the local Bendigo region and lives locally with his wife and children and has been a member of our board since 2022.