Schoolies 2022: Why $30m Surfers Paradise event needs to change

It’s the $30m event that locals love to hate, but it’s time to welcome this new class of cashed-up and sober school-leavers with open arms, writes Ann Wason Moore.

It’s time to double-down on Schoolies.

Yes, it’s the event that Gold Coasters love to hate … but if we know what’s good for us, we need to welcome the arrival of school-leavers with open arms.

The graduating class of 2022 is the first in years which is finally free to party like it’s … 2019. And they’re headed to our city in just over 40 days.

For that, we should be grateful.

Because while our residents have spent the last decades bemoaning the return of Schoolies, other towns are pouncing on this tourism opportunity.

According to traveller.com.au, a growing cohort of young Australians are skipping Surfers Paradise for the beaches and cafes of Byron Bay and the more chilled vibe of the Sunshine Coast.

Schoolies on Gold Coast is changing, with lots of people now preferring the more chill vibes of Byron Bay. Photograph: Jason O'Brien

The GC is still the most popular destination, with an estimated 15,000 school-leavers expected this year and every local accommodation option offered by schoolies.com now sold out, but we need to watch our back and get out in front of the competition.

The fact is that Schoolies is worth an estimated $30m to the local economy, even after the ravages of pandemic-plagues years.

Of course, simply counting the cents does not always make sense. Back in 2016, then-Surfers Paradise Alliance boss Mike Winlaw questioned whether Schoolies was really worth it.

“Let’s not make outrageous claims it makes an economic impact,” he said six years ago.

“We see less people come in than a usual week. It displaces the visitors to other precincts throughout the Gold Coast.

More than 15,000 people Schoolies come to the Gold Coast each year. Photograph: Jason O'Brien

“Some Surfers Paradise traders definitely don’t like the week. Fast-food outlets and bottle shops do well, but general traders don’t see the lift.”

But that was then.

The school-leavers of 2022 are a whole different breed.

Rather than pre-load in their hotel rooms before hitting the free entertainment on the beach, followed by a breakfast of ramen noodles … these kids know how to live their best lives.

It’s all about brunch by the beach, inspirational Insta posts of watching the sunrise (sober) and making every day count with exercise and activities.

Schoolies brings more than $30m into the economy annually. Photograph: Jason O'Brien / Sunday Mail

What that all equals is not just healthier kids and a safer environment, but a wealthier economy - because the Schoolies are all about the five-star life.

Red Frogs Australia national co-ordinator Andrew Gourley, who has been involved with every Schoolies since 1997, says school-leavers are actually exactly what Surfers needs when it comes to repairing its reputation.

“I think too much of the Gold Coast is stuck in yesteryear, they’re thinking of Schoolies from 10 or 20 years ago.

“Today’s Schoolies are the ones giving Surfers a good name - they create positive headlines and great images of them having fun in the sun, that’s what the city needs. Not to mention they are throwing the tourism economy an absolute lifeline.

The way Schoolies are celebrating is changing. Photograph: Jason O'Brien

“These kids are not big drinkers, they’re not partying all night, they’re more likely to skol a Boost Juice than a beer and they’re up early for a coffee and smashed avo in the cafes.”

The Red Frogs founder admits that a decade ago cafe operators and small businesses would hate having Schoolies here, but now they’re seen as a lucrative opportunity.

Indeed, Silver Grover, owner of Espressohead Cafe in Byron Bay, told traveller.com.au that the influx of school-leavers down south has been great for business.

“They’re pretty well behaved in Byron Bay to be honest, I quite like schoolies,” she said.

Schoolies has long been a right of passage for school leavers. Picture Glenn Hampson

“They do spend more and more money each year in the cafes. It seems like the wealthier kids are coming to Byron Bay, though I don’t know if it’s because they’re wealthy or it’s a different culture.”

And that’s why we have to defend our tourism turf and make sure the Coast stays Schoolies central.

There is an opportunity here to really cater to these students. This is no longer an event just for hotels, bottle-shops and nightclubs but cafes, restaurants, theme parks, tour operators and retailers.

These kids have time, energy and money to spend … so let’s make sure we save our Schoolies.