Visitor numbers soar for Surfers Paradise events on back of revamped strategy

A REVAMPED events strategy aimed at “activating” Surfers Paradise more than ever has seen the number of people being drawn to the precinct more than quadruple during the past five years.

Events such as Surfers Paradise Carols on the Beach are playing a key role in attracting visitors to the precinct. Photo: Mike Batterham

A REVAMPED events strategy aimed at “activating” Surfers Paradise more than ever has seen the number of people being drawn to the precinct more than quadruple during the past five years.

Surfers Paradise Alliance (SPA) made a conscious decision three years ago to move away from hosting a handful of lengthy annual festivals in favour of an increasing number of diverse events such as the Sand Safari Arts Festival and Australian Street Entertainment Championships.

Surfers Paradise Carols on the Beach

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SPA’s latest biannual report shows the strategy is bearing fruit, with its free event program attracting more than 1.7 million people to the precinct specifically for events during 2015/16.

This compared to 411,000 event visitors five years ago.

The Sand Safari Arts Festival is one of an increasing number of events being hosted by Surfers Paradise Alliance.

The report also reveals the extra activity resulted in almost $96 million being pumped into the Gold Coast economy in 2015-16, compared to $52.4 million two years earlier.

SPA chairwoman Laura Younger said the alliance delivered 200 days of event activation in 2015-16, as well as 150 days of the award-winning Beachfront Markets.

“This was almost 50 extra days of activation than the previous year and reflects our strategy of staging a large volume of quality, well-attended events throughout the year rather than just a few events that are overcrowded,” she said.

“We’ve also worked really hard to stimulate activity during traditionally quieter times of the year by creating off-peak events such as Surfers Paradise LIVE (May) and VIVA Surfers Paradise (July).”

Surfers Paradise Alliance chairwoman Laura Younger: “We’re not only succeeding in bringing more people in to Surfers but also more visitors from beyond the city boundaries.”

Ms Younger said strategic partnerships with the likes of Magic Millions and the Australian Stockman’s Hall of Fame were also playing a crucial role in drawing visitors to the precinct.

“We’re not only succeeding in bringing more people in to Surfers but also more visitors from beyond the city boundaries, which is tremendously encouraging,” she said.

Mantra Group chief executive Bob East, who operates 16 hotels in Surfers Paradise, said the decision to implement a year-round events calendar had proven beneficial for his business.

“The events the alliance has introduced in recent years and the subsequent promotion of the area have been great for us,” he said.

“Our hotel occupancies are strong in Surfers Paradise and we’re witnessing good trade from day visitors as well.”

SeaFire lights up Surfers Paradise, much to the delight of the thousands of people drawn to the precinct for the spectacular display. Photo: Renee Doyl

McDonald’s Cavill Avenue licensee Tania Cowley, who employs 145 staff at the store, said the flow-on from events such as SeaFire was crucial for her team.

“The fact there’s always something going on in Surfers Paradise creates a festive atmosphere throughout the year,” she said.

“It definitely brings more people through the doors and helps with the cash flow of my business.”

Surfers Paradise is also achieving online recognition, with the destination recently named Australia’s second most “Instagrammed’’ place in 2016 (behind Bondi Beach) and its beach rated the third best in Australia on TripAdvisor, a rise from 10th three years ago.