Money maker: How The Block earns millions for other businesses

THE Block is not only a television ratings winner — it’s an industry. And it’s not just selling the renovated properties that rakes in the cash.

THE Block is not only a ratings winner for Channel 9, it’s also a multi-million dollar industry. And it’s not just selling the renovated properties that is raking in the cash.

The reality renovation show has generated $45 million in real estate sales alone and millions more in a services and product boom for local businesses.

“I’m keenly aware that a lot of the people we use are small businesses, they are feeding their families,” executive producer and co-creator Julian Cress said.

“As long as we keep The Block going, the more we are doing not just for the economy, but for these people — many of them have become our family too.

“I feel immensely proud of it.”

There have been nine series of The Block made in Melbourne with $14,640,501 prizemoney given away.

The previous series in Commercial Rd, South Yarra, generated 2497 point sales from businesses around town that included taps, kitchen appliances, art works and bathroom tiles.

And each series — including the current one in Ingles St, Port Melbourne — employs 100 tradies, plus at least 50 local television crew.

MELBOURNE’S FORGOTTEN TORN-DOWN MANSIONS

Caro and Kingi’s master bedroom ensuite. Picture: Tim Carrafa

Dea and Darren’s apartment at 1/27 Darling St, South Yarra, achieved a sale price $835,000 over reserve.

Gary Collier, whose family owns Tusk art gallery, is one business that has benefited from The Block.

Back in 2014 contestant Dea Jolly walked into Tusk, which was then located on Chapel St, South Yarra, and bought a piece of art by Indonesian John Martono.

Interest exploded from the painting appearing on the show, which led to prints that Tusk and the Collier family source appearing on The Block Shop website.

Demand became so high Collier started a new business called ArtScope, a two story warehouse in Kilsyth that sells prints on the back of The Block.

It has changed his life, as well as artist John Martono.

“It has been fabulous,” he said.

“It has generated a lot of money for a lot of people, from framers, the printers, the artists and even the photographers who have produced files to print.”

Inside Jess and Ayden's property from The Block Triple Threat.

Kerryann Somerville from Footprint Furniture in North Melbourne feels the same.

A contestant bought a hand made dining table back in 2014 which led to a huge demand in her furniture.

One of their tables — The Scandinavian Dining Table — is one of the most popular item on The Block Shop, retailing at a discounted $2200.

Somerville believes The Block has made much more aware of how they furnish and renovate their homes.

She also is full of praise for the producers for supporting local business.

“They care about small businesses which is a wonderful thing for us,” she said.

“They could just go with large organisations, but they have deliberately sought out small businesses like us and tried to get original production that is a bit different.”

Other products that are bestsellers on The Block shop including the Royal Wingback Archair which retails at $498.00, and The Princess warrior print, which retails at $599.00.

In 2011 it was a real risk for Channel 9 and the producers of The Block to move to Melbourne.

They had shot three successful series in Sydney, including the record breaking first series with the beach on Bondi as the backdrop back in 2003.

But executive producer Cress said all along Melbourne was calling for the show to be made here.

Dea and Darren’s triple threat apartment.

“Melbourne has always been the largest supporter of the show in terms of ratings,” he said.

“We felt like Melbourne deserved for us to come down and have the show made there.

“Once we arrived, we were given such a warm welcome by Melburnites, so we stayed on.”

While the casting is difficult, finding a building that is suitable is the next level.

“We are always looking at possibilities,” Cress said.

“It’s incredibly hard to find something.

“You don’t know it until you see it, and when you see it, you just feel it.

“I looked at the current building in Ingles St, (Port Melbourne), and the moment I saw it, I thought this is The Block.”

Cress says they want to create a legacy with the show.

The Park St, South Melbourne site in 2014 won two awards in the Wall Street Journal’s prestigious Architizer A+ awards.

“I think there is a real legacy that The Block is leaving behind as it moves through these suburbs and renovates these buildings,” he said.

“A lot of what we do is very sympathetic development.

“I don’t think a lot of developers would attempt to do what we do or deliver the kind of product we want to deliver.

The Block building in Port Melbourne. Picture: Chris Eastman

“A lot of these buildings would have otherwise been knocked down or turned into 50 or 60 tiny little boxes, and we make them into five or six apartments.

“I think that is something that we do that is very special.”

Contestant Jenna Densten was part of the first series in Richmond with her husband Josh in 2011, and she has appeared on The Block once more.

She agrees with Cress, it has left a legacy.

For the Denstens, they have turned their time on to The Block into a career.

She now teaches interior decorating at their own venue, called The Design School in Abbotsford.

“It completely changed my life,” she said.

“After the first Block in 2011 I went and studied interior design, and we have renovated 10 and a half properties since.

“That’s all thanks to the show.

“I went from a hairdresser in Albury to having a design school, it completely blows my mind.”

Current contestants, Melbourne couple Sasha Wright-Neville and Julia Treuel, are hoping to leverage out of The Block too.

They hope to start a business where they buy houses, renovate them, style them, and sell them off.

“At the end of the day this is a fantastic experience,” Treuel said.