Football’s new home turf a city cash smash
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Essendon supporters, from left, Diane Ewing, Kirstin Barton, Jordan Stephens, Ricky Wheeler, Craig Halbisch and Ken Ewing, all in town for the match against Port Adelaide.
ADELAIDE Oval’s redevelopment is paying off as record AFL crowds boost hotel bookings and pour millions of dollars into the city.
State Government figures show that since the Adelaide Crows and Port Adelaide Power shifted to Adelaide Oval more people are choosing to stay overnight in a city hotel.
The data, supplied exclusively to the Sunday Mail, shows 91.5 per cent of Adelaide’s hotel and motel rooms are booked when Adelaide Crows are playing at home – a 21 per cent increase on bookings when the Crows were playing at AAMI Stadium.
And Port’s revival has seen occupancy rates jump by 15.9 per cent to 84.7 per cent.
SA Tourism Commission estimates that the boost in bookings has injected an extra $3.2 million into the hotel economy, not including spending on food and drinks.
Average crowds at Crows games are up by 8763 to 47,123 – since the shift from AAMI Stadium – while Port’s form has seen crowds rocket by 18,846 to an average 43,105.
The jump in occupancy rates linked to the Oval upgrade as well as the $350 million Adelaide Convention Centre redevelopment has helped trigger a hotel building boom.
Three new city hotels are under construction with the $63 million, 311 room Ibis Adelaide due to open on July 18.
Tourism Minister Leon Bignell welcomed the private sector development linked to the success of the Oval.
“If you had not been to Adelaide for five years you would notice a huge difference – there is excitement and confidence from the private sector,” he said.
“There was a lot of criticism of spending $500 million on the Oval but the hotel market saw the potential of the change and jumped in at the right moment.
“There is a massive game change in the way people see Adelaide, with the result thousands more people are coming over for the football and staying for several days, taking the opportunity to go to places like the nearby wine regions.”
The Government has actively courted interstate clubs to bring larger supporter groups, taking key officials to places like the city’s new small bars as well as McLaren Vale wineries and the Star of Greece restaurant to show them attractions within easy distance of the city.
Mr Bignell noted the increase in city crowds for the AFL was just the start of the transformation linked to both the Oval and Convention Centre.
We’ve got World Cup cricket next year and the February 15 game between India and Pakistan will probably have one billion people tuning in, and 70 per cent of the tickets sold have gone to people from interstate or overseas,” he said.
“That’s 35,000 people in Adelaide — most will stay a week and with an average spend of around $1000 that will pour $35 million into the economy.”
Australian Hotels Association SA chief executive Ian Horne said the Oval was having a significant positive impact on the psyche of the hospitality industry.
“It is still a learning experience – the afternoon matches seem a lot better for food and beverage sales as people decide to stay in the city and while there has been disappointment from some venues, on a good day the benefits flow from North Adelaide to Gouger St and Rundle St,” he said.
“There has been such positive feedback from the interstate media that all indications are the interstate fan base coming here and staying a few nights will grow. It also appears to have reinvigorated rural fans coming to the footy and staying a few days.”
Restaurant and Catering SA chief executive Sally Neville said there were winners and losers among restaurants.
Losers include suburban restaurants as more people flock to the city, while parking issues mean North Adelaide eateries are complaining they are missing out on trade compared to the CBD.
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