Festival Plaza can become a “powerhouse of a site” if activated all year-round with big events and new venues to draw more people

An activated and energised Festival Plaza can become a “powerhouse of a site” helping draw tourism numbers with all year-round with big events.

Festival Plaza can become a “powerhouse of a site” if activated all year-round with big events and new venues to draw more people to the area.

Key stakeholders say the precinct has shown it can be a central hub in the city, following successful activations such as the FIFA Women’s World Cup fan site, the Soho Supper Club and currently, Adelaide Fringe venue The Pink Flamingo, over the past year.

With Walker Corp’s One Festival Tower– and potentially a second tower on the way – the time is right to bring the redeveloped plaza to life.

Adelaide Festival Centre chief executive Douglas Gautier said having the plaza “activated and energised” throughout the year only added to the experience for the centre’s more than one million visitors annually.

Pink Flamingo performers: Carla Doyle, Michelle Leung, Jerome Le Bon Choix and Phoebe Young. Picture: Russell Millard Photography

“Festival Plaza is an exciting central hub that unites Adelaide’s Riverbank precinct,” he said.

“We are excited by recent successful activations and the collaborative approach with surrounding businesses, the plaza is continuing to grow momentum as a central space for everyone to enjoy, gather and be entertained.”

The upcoming launch of a new hospitality venue in Festival Tower by the team behind city bar and dining favourite East End Cellars will only help attract more people to the area.

The project will be their third EEC-branded location, following on from their popular Vardon Ave eatery in the city, and a venue in the Norwood Green development on Magill Rd, which opened last year.

While details are still under wraps, EEC founder Michael Andrewartha said they couldn’t have chosen a better spot for their latest project, as they aim to create an “unrivalled experience” in Adelaide.

“There isn’t a better location in Adelaide for us to create this incredible dining experience, flowing out onto the public square at Festival Plaza, and we’re confident our concept will become one of Adelaide’s premier dining destinations for food and wine, complementing what is already an incredible dining scene in South Australia,” he said.

“You can picture a classic warm Adelaide night with the tables flowing out onto the plaza with music playing, great food and a safe open square, elevating the overall experience for locals, interstate visitors and international tourists.”

Walker managing director and chief executive David Gallant said East End Cellars’ expansion into the riverbank precinct would drive more attention to the plaza.

“East End Cellars knows what Adelaide loves to eat and drink and we are excited to have the calibre of Michael and his team bring a world-class dining experience to Adelaide’s new city heart,” he said.

Michael Andrewartha and Mathieu Semesters in Vaedon Ave East End Adelaide CBD. Pictured on Friday 8th March 2024. Picture: Ben Clark

“Part of the recipe to successfully activating commercial precincts is attracting the best restaurants to give customers an unforgettable experience.

“Their new offering at One Festival Tower will be a place where you will be able to go and eat a great meal paired with some top South Australian wine, after work, before the football, or catching a show at the Festival Centre.”

Generating more foot traffic to the precinct is key to the area’s success.

Rudi Testa is a performer at Pink Flamingo, an Adelaide Fringe hub currently hosting two shows in the plaza.

He said the plaza is a “beautiful space” that’s easily accessible by foot – it just needs more activations to add vibrancy and draw a critical mass of people.

“There isn’t a lot of foot traffic here at the moment but it’s such a beautiful, picturesque space,” said Mr Testa, who stars in Spiegelclub shows Zirque La La and Forbidden.

“If there’s more happening there, more often, I think after a year or two it will really catch on. I think it will become a powerhouse of a site eventually.”

Out in the Paddock’s Ally Aoukar Dahdah and her husband Ray operated the unique pop-up dining venue, Soho Supper Club, last year.

The high-end dinners attracted about 3500 guests across 12 days in June.

“It was breathtaking with the city skyline as the backdrop,” she said.

“When we were there, the area was a little quiet in general, however, now with the new Walker building and many activities there, it’s a real buzz.

Michael Andrewartha and Mathieu Semesters in Vaedon Ave East End Adelaide CBD. Picture: Ben Clark

Pink Flamingo performers. Picture: Russell Millard Photography

“We believe this entire area is going to be one of the main city hubs. You have EOS, Festival Centre, Adelaide Convention Centre, The Intercon and now Flinders University and Parliament House. There’s going to be a real buzz in the area.”

Andrew Daniels, Chair of the Festival Plaza Committee said all these events had helped bring this area to life.

“We are delighted by the response these events have had in attracting crowds and the impact it is having in invigorating the precinct,” he said.

“We look forward to many more upcoming events, and Festival Plaza’s continued exciting evolution.”

Tower of power playing to win and adding “vibrancy”

The new One Festival Tower is adding “vibrancy” to Adelaide’s Festival Plaza and the casino is playing to win – making an investment to the tune of $1m in live local entertainment.

SkyCity Adelaide marketing manager Matt Garreffa said that the spend – which included booking more than 700 musicians – in 2023 alone showed how entertainment had a “critical role” in the hospitality business.

It was not only a drawcard, but also a way of making patrons stay longer.

Mr Garreffa said development nearby, such as One Festival Tower, and activations in the plaza were not seen as competition.

“There’s a lot more vibrancy now Flinders University is in there and classes have started,” he said, adding: “It’s good for us. We find whenever there is activity and people around the precinct that they tend to come to SkyCity as well.”

For example, the Adelaide Fringe show Pink Flamingo in the plaza had been good for business.

“It’s bringing a lot of foot traffic into the area and it is there for a month,” he said.

Mr Garreffa said SkyCity also benefited from pre and post-show bookings whenever a major production is on at the Festival Theatre.

A “game day” at Adelaide Oval also brought business to SkyCity’s hospitality offerings which also include Westward Bar, part of the SkyCity $330m expansion unveiled a little over three years ago.

A week before its grand opening in late November 2020, a bigger and better live music venue was launched.

With a capacity crowd of 450, the dual-floor complex was built on the rooftop space of and replaced Oasis bar, which could only accommodate 180 people, and includes a sports bar.

“The District is the heartbeat of our live music,” Mr Garreffa said. “It really is designed to bring people into the building.”

About 90 per cent of the acts booked for The District are local cover and tribute bands, he said: “A lot of original artists are in (those) bands as well (as making their own music).”

The District venue manager Zach Stewart said about 320 acts – including popular local band Substance, were booked last year alone.

“We’re undoubtedly one of the state’s biggest supporters of the local music industry and we boast multiple live South Australian acts each week, which in turn also supports the broader industry via sound and tech roles,” he said.

Wasabi Entertainment director Ed Trainor agreed SkyCity was “instrumental” to the local live music scene by hiring acoustic acts, DJs and bands “continually and consistently”.

“Particularly, as we came out of Covid, (it) was really the first client we had ramp up the offering and provide a full blooded live music program, while still working around Covid restrictions with restricted capacity numbers,” he said.

A different kind of live music – the DJ – is key to Sol’s ongoing success.

The old saying “if you build it, they will come” is obviously true of the rooftop bar, which provides stunning views and top service.

Mr Garreffa said Sol was SkyCity’s “jewel in the crown”, attracting locals and interstate and international tourists.

But adding DJs to the mix from Thursdays to Sundays took it to the next level, he said.

The ambience spinning tunes provided was an “experience” that made them stay longer.

Sky City will also be very much a part of the action in Festival Plaza going forward.

For example, it is planning to bring a pop-up bar, in collaboration with Pirate Life Brewing, which will face onto the plaza.

“It will add more vibrancy,” Mr Garreffa said, adding SkyCity had moved its opening back to the Heritage Entrance on Station Rd. “ It shows the commitment, trust and faith we have in the plaza and what it will bring.”

Originally published as Festival Plaza can become a “powerhouse of a site” if activated all year-round with big events and new venues to draw more people