Word Is Out On Barossa’s Passion Project

I In French, s’ébruiter means to spread or disseminate.

It is a term that explains why Le Mas Barossa is no longer one of South Australia’s best kept secrets.

Tucked away at Rowland Flat on the short trek between Tanunda and Lyndoch, Le Mas is a petite, Provence-inspired boutique lodging already winning international acclaim… and with even loftier ambitions.

It is the reverie of the property’s founder Geraldine Frater-Wyeth and her husband Llewellyn Wyeth.

Geraldine oversees Le Mas while running her company Event Gallery which produces glamorous runway fashion shows, including the Melbourne Fashion Festival.

Llewellyn is area manager for Accor in South Australia and sits on the advisory board of Accommodation Australia, which offers sage business advice to its members, including Le Mas.

The word is out on Le Mas in no small way to their decision to align with ‘Small Luxury Hotels of the World’ in November, 2023.

“That was to get us more exposure nationally and internationally. It has been wonderful for us and fits in with our ethos as well, so we’re part of something bigger and not just on our own in the Barossa,” Geraldine said.

A Slice Of France

But you could forgive them if ‘surrounded’ is how they feel.

Le Mas, pronounced ‘Le Mass’ as is custom in the south of France (rather than ‘Le Mar’ as it is said in the north) is like a landlocked French enclave in the vast Germansettled realm of the Barossa.

Although a couple of nearby neighbours help maintain the spirit of Les Bleus.

“Just around the corner you have Novotel Barossa which is Accor, a French company, and then across the road you have Pernod Ricard so there’s this little French quarter in Rowland Flat that you don’t have anywhere else in the Barossa.”

Le Mas’ charter of tantalising the senses of its guests will soon expand further when Geraldine inevitably crystallises her next goal.

She plans to host concerts at the site, showcasing everything from contemporary artists to electronic and even classical music.

“We’ve already got the infrastructure in place.

“For us it would be something where you’d have a beautiful food and wine village celebrating winemakers in the region and then you’ve got music as well.

They already have approval to add a day spa and an additional six rooms to the property taking it to a total of 10 and are searching for a builder to start the project.

Le Mas was indeed once true to its English translation of merely being ‘the farmhouse’ – the result of Geraldine’s mother’s desire to find a little home away from home.

Marie-France was “probably the biggest silk importer in the 80s and 90s across Australia”.

When she retired, she sought a little patch of Australia with a similar climate and lifestyle to Provence’s and stumbled across it in the Barossa on a property laden with century old grenache vines.

“A lot of my childhood years were living six months in France and the other six months back in Melbourne,” Geraldine said.

“Llewellyn and I were married at the property in 2013 so for us, it was always a place where we would host friends and gatherings.”

Around that time, the newlyweds assumed custodianship of the property.

“We read a gap analysis report commissioned by the South Australian Tourist Commission which highlighted the Barossa had minimal luxury offerings.

“So that’s really how the idea came about. It was to have a luxury boutique property that celebrated Australian heritage but highlighted French hospitality and touches, based on my connections to France.

“Work began in 2014 and it was five years of development.

“A lot of approvals were needed, there were quite a few obstacles and at times we thought that we were not going to be able to make it happen’.”

“There was a lot of red tape in order to re-zone the Barossa Valley Floor which is a protected Vine growing area into tourism accommodation.

“It really isn’t an area where accommodation normally would take place.”

“There were fears within the community that we were going to overdevelop and pull out vineyards, and understandably so given we are on rare ground however we have ensured that the vines remained central to the concept.

“For us, it’s about celebrating the nature and land that we’re in. It’s low impact and very environmentally sustainable.”

Covid Opening

After a seemingly endless road, Le Mas finally opened –in September, 2020, six months into the pandemic.

But their determination and belief in the project never wavered.

“It’s been every day for 10 years but it hasn’t felt like work because it’s been a passion project.”

Geraldine said the biggest cost of creating a little pocket of Provence in the Barossa was having to forego the real thing.

“When we started realising this dream, our trips to France became a little less frequent but that’ll hopefully change later this year.”

Visitors to Le Mas inevitably leave tongue-tied, struggling to find enough superlatives to describe the French chic experience.

Geraldine describes it as the ‘culture and soul of the property’.

“Usually it’s the ambience, the space and the hospitality.

“As soon as you step onto the land, there is this sense of calm and relaxation being totally immersed in nature, being surrounded by vineyards, the architecture, how everything has been put in place and is pleasing to the eye.

“Because we are a small boutique property, everything is very much tailored to each guest.

“Our French hosts are experienced sommeliers as well, so there’s that education, that European provincial warmth, that French hospitality you get in the south which is very much a part of their stay.”

Now with greater visibility, their guests arrive from both home and abroad.

“20% of our guests are from NSW, 15% from Queensland and 40% from greater Adelaide and now that flights are returning to relative normality, we are seeing guests from Asia, America and Europe,” she said.

“Our challenge is the Melbourne market as they have some wonderful wine regions there too but in saying that, slowly but surely it’s starting to pick up a little.

“Of those who come to stay with us, almost all are seeking a wine experience or have an affiliation with a winery within the region.”

Le Mas operates with just six full-time staff, whose duties include servicing the rooms. Contracted gardeners and groundskeepers lift the number closer to 12, however this is seasonal.

“At the beginning it was very difficult because we opened in COVID and being a new business, we didn’t have the staff already in place.

“Since then, we’ve had consistency with our team."

Executive Chef Ryan Edwards, who joined the team in December, 2023, owns a duck farm in nearby Williamstown and sells his poultry to many of Australia’s top restaurants.

His produce adds a unique flavour to Le Mas’ menu, which features a host of French classics such as Steak Tartare and Lobster Bisque as well as the property’s own grenache.

"We also bring in some beautiful teas, biscuits and chocolates from France—little treats that instantly take you back. It’s something our French guests love, and a nice touch for anyone who adores France."

Now on the verge of the Barossa’s historic foray into AFL football, Geraldine is anticipating even more eyes on the Valley.

“It’s great for the awareness of the region, so I hope that Gather Round continues for years to come.

“I think every business in the Barossa is welcoming the investment and more importantly the exposure that it will give the region. It’s an exciting time ahead.”

And she welcomes more competition in the Barossa’s premium accommodation sector.

“We would love more luxury and high-end quality experiences as that would build a stronger market for us to provide the traveler a greater experience whilst in the Barossa” she said.

“There’s so much to showcase in the Barossa. More luxury accommodation is needed for travelers who want to experience the Barossa with all the beautiful wineries that are here and enjoy those private bespoke experiences with winemakers.

“It’s great to have more people believe in the Barossa as a destination, so there are a lot of new things that are bubbling away.”