Most who spoke at the Save Killalea Alliance organised rally on Sunday stressed a lack of consultation and fear of ulterior plans for Killalea State Park.
And when the 100-plus people at the rally gathered in a heart shape to signal their love of The Farm, the gesture was more than symbolic.
"It was made to state we will do whatever it takes to protect the best things of this wonderful place," said rally organiser and Shellharbour councillor Peter Moran.
"So little information is coming from [developer] Reflections," Cr Moran said.
"We will do what we have to do to ensure Reflections know that we and the 15,000 people who signed an online petition love this place.
"They need to know we will do what is needed to protect the best things about this wonderful place.
"Their lack of consultation with the community as a whole is worrying."
The rally is the second in as many months.
It comes after Kiama MP Gareth Ward announced in October that the NSW Government had awarded a $6.5 million grant to upgrade the site, run by the Reflections Holiday Parks group which will invest $4.4 million into the project.
As well as 15 luxury cabins and the function centre, the redevelopment would include 53 full-serviced campsites, a new playground, walking trails and outdoor recreational equipment. Those at the rally argued Mr Ward had jumped the gun in making the announcement.
But Mr Ward told the Mercury he "couldn't understand where the 'aggro' was coming from".
"Look, we are building cabins where there are already cabins, we are renovating campsites where there are already campsites. I do not understand where the aggro is coming from," he said.
"Having said that there is an opportunity for people to lodge submissions as part of the DA process, like any other development.
"People can make submissions if they have objections and I encourage them to when [Shellharbour] Council puts the matter out to public consultation as part of the DA process.
"Some of the claims that are being made are just not true and I'm not surprised they are being made by certain people ahead of the council election."
Shellharbour MP Anna Watson and Independent NSW MP Justin Field were among many speakers who urged the community to keep up the fight against the redevelopment plans.
But it was perhaps Chris Homer who delivered the most useful information.
Mr Homer, the chair of the Killalea National Surfing Reserve Committee told the crowd The Farm had now been put on the endangered waves list by the national Surfrider Foundation.