Paul Starick: AFL Gather Round in Adelaide must keep reinventing to become permanent in South Australia

Adelaide must act now to keep reinventing AFL Gather Round so it becomes a permanent fixture here, Paul Starick writes.

The AFL Gather Round has, within a short time, rocketed to top position in Adelaide’s impressive list of events.

Nothing else has the mainstream appeal, in terms of ability to shine the national spotlight so brightly on the city.

The Adelaide Festival, Fringe and Supercar race, along with the Tour Down Under international cycling, have strong claims to being the biggest and the best.

But footy cuts across class, colour, creed and culture unlike almost anything else in our society, as Premier Peter Malinauskas told Wednesday night’s Gather Round Welcome Dinner at Glenelg.

“It brings people together in a wholeheartedly healthy way that is absolutely worthy of celebration and investment at this time, more than any other,” he said.

“And to have 18 teams from across the country in one town, at one time, is exceptionally powerful.”

AFL chief executive officer Andrew Dillon (left), watched by Premier Peter Malinauskas. Picture: Keryn Stevens

At least for now, Mr Malinauskas has a strong story to tell the business and footy chiefs flocking here for Gather Round.

Mr Malinauskas told the audience that unemployment was at a historic low and the state’s economy was being rated strongly in key external surveys and reports.

More than a few business people visiting for Gather Round have privately said they wished they had a go-getter premier like Mr Malinauskas, who was prepared to assertively make the case for his state.

The challenge for Mr Malinauskas, having invested so much personal, financial and political capital in Gather Round, must be to keep reinventing the event to reap dividends for the state.

It cannot be allowed to rest on its metaphorical laurels and become stale as, arguably, the Adelaide 500 Supercar race before it was axed under the former Liberal government.

Adelaide Oval at sunset during the AFL Gather Round match between the Adelaide Crows and Melbourne Demons on April 4. Photo by Phil Hillyard.

Having invested taxpayers’ money in luring Gather Round – it has been speculated $15m for the inaugural event – there must be a demonstrable return.

Critics argue analysis showing last year’s Gather Round tipped $83.5m into state coffers was overblown, because it counted money that would have flowed into pubs, restaurants and other hospitality venues as part of normal revenue. They argue the event should be generating at least three to five times the government investment – and is not doing so.

Whether this is correct or not, Mr Malinauskas is clearly trying to keep the pressure on the AFL to deliver what SA has paid for, in terms of game scheduling, events and associated festivals.

The flying fox at the Footy Festival in Elder Park, Adelaide for the Gather Round. Photo by Phil Hillyard

This is a clear pathway forward to make Gather Round even bigger, better – and permanent in Adelaide. If SA is the Festival State, Gather Round can be its biggest festival – one that draws interstate visitors for a host of events off the footy field. This has started this year with the revival of the Norwood Food & Wine Festival, plus other novel events such as Melbourne midfielder and noted chef Christian Petracca’s cooking demonstration at the Adelaide Central Market. Gather Round is billed as “A Festival Of Footy” – events like these showcase the state to visitors lured by footy, making them more likely to return.

Asked at a Friday morning business breakfast if he saw Gather Round as a South Australian fixture going forward, AFL chief executive officer Andrew Dillon said this depended on the state continuing to get return on its investment.

Fans during the AFL Gather Round match between the Adelaide Crows and Melbourne Demons at the Adelaide Oval on April 4. Photo by Phil Hillyard

Mr Malinauskas is seeking to move the measurement beyond the hospitality industry impact.

“For me, the power of this is to recast the way the rest of the country looks at our state. We’ve got a story to tell the rest of the nation and footy provides a platform for us to be able to do that unlike any other. And that’s where the power lies. And that’s why we want this event to continue to grow and hopefully it’s a partnership we can have with the AFL into the medium term,” he said.

SA is on a winner with Gather Round, at least for now. It would be disastrous to allow it to be lost through complacency or inattention, like the Grand Prix was to Melbourne. The event must evolve to become a peerless Festival of Footy for the nation.