Tourism minister Zoe Bettison said Sam Smith concert cost is ‘a lot less’ than a million dollars
Tourism minister Zoe Bettison has defended the government shelling out an undisclosed amount of taxpayers’ money to host international act Sam Smith.
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An international superstar played an exclusive concert at a picturesque winery but the exact bill footed by taxpayers has not been revealed.
Tourism minister Zoe Bettison has defended the government shelling out an undisclosed amount of taxpayers’ money to host international act Sam Smith at d’Arenberg in the McLaren Vale on January 11.
The minister said the advertising value equivalent was equal to $14m during the event, and the money used to fund it came from the marketing fund.
“We consider that a great return on investment … so what that is, is a measure of the free media got that we did not pay for,” she said.
The minister said the government had a commercial in confidence arrangement partnering with Frontier Touring to have the concert in SA and did not reveal the exact amount of taxpayer money spent.
“We signed confidentially agreements, but I can tell you it is a lot less than the million dollars that has been proposed,” she said.
Ms Bettison detailed for the past five weeks radio stations such as Nova, HIIT, and ARN held competitions for people to come and attend the event from interstate.
Ms Bettison said 115 attendees were ticket winners, 90 were media and influencers and 40 were famil (select writers, influencers invited to experience the event).
She said 205 attendees were paid for by the state government, including flights, accommodation and transportation while in SA, and the remainder by Frontier Touring.
She did not have details on what was required by the guests to get a ticket.
“This was an innovative opportunity presented to us by Frontier Touring,”
“This industry is devastated by Covid, we’ve got to try different things and influencers and inviting people and paying for them to come here is not unusual.”
Frontier Touring is someone “we want to have a relationship with because we want them to bring more concerts here to SA” Ms Bettison said.
Ms Bettison said the concert was all part of a package and an agreement the government had with Frontier Touring.
“They came to us with an opportunity, they said to us Sam Smith are going to be launching their new album. They’re going to be talking about announcing an Australian concert, they’re looking for a unique opportunity. We thought this was a great opportunity and we went for it.”
Ms Bettison said 742 online connections came from Sam Smith’s posts online about SA and Smith “did what we asked and I think we’ve got an exception return on investment”.
“While only a small amount of people attended the concert, the ripples and influence is massive.”
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But the opposition have slammed the lack of transparency with the taxpayer cost.
According to their estimate in a statement, the event could have cost more than $1m.
“Well known booking agency and major event consultant Celebrity Talent International says
Sam Smith can be hired ‘in the starting range of $999,999-$1,499,000’ but warns the ‘final booking price may be more’,” the opposition’s statement said.
Ms Bettison said the estimate was not accurate.
“I can say the opposition is way off the mark.”
Opposition spokeswoman for government accountability Michelle Lensink said that the cost must be explained.
“It is outrageous that taxpayers footed the bill for an exclusive concert that was mainly attended by celebrities and social media influencers,” Ms Lensink said.
Opposition tourism spokeswoman Jing Lee criticised the government for not revealing details of the deal with Smith.
“Because Peter Malinauskas won’t reveal the details of the secret Sam Smith deal, we have no way of knowing the positive benefit for South Australia – and that’s if there even is one,” Ms Lee said.
Premier Malinauskas was contacted for comment but a spokesman said the issue had already been covered by Ms Bettison and he would not be providing a further statement.
Ms Bettison said events like this were part of an effort to recover the hard hit tourism industry following Covid restrictions.
“Remember this time last year, we were at 25 per cent restrictions and tourism, hospitality was hit harder than any other industry.”
The guest list, which included some of Australia’s biggest names in broadcast, was in part, determined by a national radio competition.
Ms Bettison said she did not attend the event.
“I was actually in the Riverland the night of the concert.”
Local MP for Mawson Leon Bignell was among the 300-person crowd at the event.
“Leon was there and I’ll have to catch up with him,” Ms Bettison said.
“Leon’s a bit of a legend when it comes to McLaren Vale so he may well have been invited by different people.”
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Originally published as Tourism minister Zoe Bettison said Sam Smith concert cost is ‘a lot less’ than a million dollars
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