‘Melbourne Money’ scheme brings major boost to CBD
A scheme to lure people back to the CBD had Melbourne’s restaurants “buzzing” after the fourth lockdown. See where diners splashed the most cash.
Victoria
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A scheme designed to bring diners back into the city post lockdown has funnelled more than $40m back into the CBD’s recovery, a new report has found.
The City of Melbourne’s popular “Melbourne Money” program, which launched on June 11 and ran until July 13, gave diners 20 per cent of their money back when they spent between $50 and $500 at restaurants, bars and cafes within the municipality.
New data from pedestrian sensors has revealed that struggling retail and recreation precincts bounced back up to three times faster than after the February lockdown.
Most claims were made for restaurants in the CBD, Carlton, Southbank and Docklands, with the highest number of claims from Chin Chin, Kisume, Old Beijing, MoVida, Gimlet and Farmer’s Daughter.
Three in every four participants came to the city specifically to go out for a meal or drinks, while 85 per cent of all claimants said Melbourne Money was a key factor in their decision to visit the city.
The data also found that 66 per cent of claims were made by visitors from outside the municipality, who on average spent $160, about $35 more than City of Melbourne residents.
Lord Mayor Sally Capp said the scheme, which was offered in partnership with the state government under a $107.4m package to bolster the area, saw people return to the city in droves.
“Melburnians brought the city to life by enjoying live entertainment, shopping, and sports … (and) the scheme was a key component to accelerating recovery,” Cr Capp said.
But with Melbourne’s current lockdown expected to push that recovery back, 80 per cent of businesses said they wanted Melbourne Money repeated – after almost half experienced a noticeable increase in patrons, with many customers spending more than usual.
Ponyfish Island’s Thomas Auer said the venue “immediately felt an upswing” when the scheme began.
“We found ourselves starting to feel like normal again,” he said.
Council’s City Activation lead Roshena Campbell said the city was “buzzing” with pedestrian activity at about 85 per cent of pre-Covid levels on the final weekend of Melbourne Money.
“I can see the necessity of delivering further initiatives like it to ensure Melbourne recovers after this sixth lockdown,” Cr Campbell said.
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