Popular Melbourne Money scheme returns with $150 vouchers ahead of Christmas

Melbourne Money is back, offering huge discounts on city dining as the CBD’s revival kicks off ahead of Christmas — but there’s a catch.

Myer ambassador Tayla Damir, Lord Mayor Sally Capp and chef Guy Grossi are encouraging people to come back to the city. Picture: David Caird

A fresh round of dining vouchers will lure Victorians back into Melbourne’s devastated city centre to provide a weekday boost to businesses.

The state government and Melbourne City Council on Sunday announced a revamped Melbourne Money scheme, offering more than 200,000 rebates to people who dine at city restaurants, cafes and bars.

The incentive scheme was launched for the Queen’s Birthday long weekend and generated $40m in revenue for hospitality venues in the CBD during June and July.

Midweek Melbourne Money will now offer diners 30 per cent of their money back, up from 20 per cent, for bills of up to $150.

From November 15, those dining in the CBD between Monday and Thursday will be offered the rebate when they spend between $50 and $500.

“It’s important that we’re doing everything we can to bring workers back to the city,” Lord Mayor Sally Capp said.

Chef Guy Grossi in the Bourke Street Mall. Picture: David Caird

Lord Mayor Sally Capp is ready to welcome crowds back to the city for Christmas. Picture: David Caird

“We see the Midweek Melbourne Money as absolutely key for encouraging workers to come in to stay, to dwell, to dine.

“(The Melbourne Money scheme) showed us that people came back (to the CBD) three times faster than previous bounce backs.”

The $5m scheme – announced on the day the Herald Sun launched the Comeback Melbourne campaign to kickstart the city – will apply to all restaurants, cafes and bars serving meals across the City of Melbourne.

Diners will need to upload a photo of their itemised bill to the Melbourne Money website to be reimbursed within five business days.

An August report revealed 85 per cent of all claimants who benefited from the scheme in winter said Melbourne Money was a key factor behind their visit.

A $44m package was also announced on Sunday to bolster businesses and the city’s events calendar, with an expanded Christmas Festival to kick off two weeks earlier than usual.

The Lord Mayor added she had been “encouraged” by the level of foot traffic over the Melbourne Cup long weekend.

Deputy opposition leader David Southwick said “ultimately we need to get workers back” to better support struggling businesses.

He called for the government to lift mask-wearing rules for office workers and to mandate a return for public service staff.

BIG XMAS PUSH FOR CBD COMEBACK

It comes as Melbourne’s CBD revival will kickstart with the biggest and longest Christmas celebration the city has ever seen.

From next weekend, the city lights up, a new Christmas carnival opens, the Myer windows are unveiled and kids’ attractions are launched to bring hundreds of thousands of Victorians back to the city centre.

A $44m package has been announced to bolster businesses and the city’s events calendar, with an expanded Christmas Festival to kick off two weeks earlier than usual.

The Sunday Herald Sun reveals the plans as we launch our Comeback Melbourne campaign to revive the city after lockdown, and entice people back to the CBD to dine, drink, shop and celebrate.

Over the coming weeks and months, the Sunday Herald Sun and Herald Sun will campaign to boost the city, which suffered a $23bn pandemic hit as businesses closed, events were cancelled and Victorians locked down.

**WHAT WOULD ENTICE YOU BACK TO THE CITY? TELL US BELOW**

Ms Capp, retailers and legendary city chef Guy Grossi have all joined the call for Victorians to return to our marvellous city centre, to shop, eat and simply have fun.

Ms Capp promised Victorians: “Christmas in the city will be a celebration like no other.

“We’re encouraging everyone to come on in and reignite their love for Melbourne. It’s about getting people into the city, having fun and remembering the good old days.

“There’s something for everyone and we are ensuring there are plenty of fun, free activities for families.’’

Guy Grossi, whose restaurants include Italian institution Florentino in Bourke St, urged people to head into the Melbourne CBD to celebrate Christmas.

“Melbourne city is a special place where discoveries are to be made around every corner,” he said.

“Melbourne is truly an exceptional city with an abundance of culture, activity, inspiration, romance and adventure.”

Among the new attractions will be a Christmas carnival at Birrarung Marr, a floating art installation on the Yarra and a full-size maze at Docklands, as well as the return of Santa’s workshop and the giant tree in Federation Square.

Victorian Chamber of Commerce and Industry chief executive Paul Guerra said the Christmas season would provide a jump-start for many struggling businesses.

“It’s magnificent to see the city investing in the Christmas festival to bring families into the CBD,’’ he said.

“We think this is going to provide the impetus to revive the CBD.’’

Australian Retailers Association chief executive Paul Zahra said there was a buzz in the air with the Melbourne lockdown over and shops open again.

“There’s a lot of pent-up demand for shopping and it’s great to see people back supporting local businesses and enjoying some retail therapy,’’ Mr Zahra said.

“We encourage Melburnians and Victorians to make the trip into the city and enjoy the best of what the CBD has to offer this Christmas.”

The city council’s festive program would give people an extra incentive to enjoy the best shopping, food, arts and cultural experiences that only Melbourne could offer, he said. “Christmas is the most magical time of year when the Melbourne CBD truly shines, giving families a day-out experience like no other.’’

ARA research predicts Victorians will spend $15.4bn before Christmas, up 11.5 per cent on pre-pandemic 2019.

Retailer Myer said its Giftorium would be held in the Mural Hall ballroom for the first time.

Town Hall has committed a record $5.8m to the yuletide extravaganza. The Queen Victoria Market will host Christmas night markets for the first time on the first three Mondays in December.