Trailblazer Bernadette Woods on Dark Mofo’s impact on her businesses

Tourism trailblazer Bernadette Woods knows a major winter drawcard is essential for Tasmania’s major industry, and she says Dark Mofo fits the bill. INSIDE STORY >>

Night Mass: Exstasia I. Dark Mofo 2023. Picture: Rosie Hastie/Dark Mofo

Bernadette Woods has been involved in Tasmania’s tourism industry since 1986 and remembers the first winter tourism campaign to drive visitors to the state during the traditionally quiet season.

It was a “snuggle up” package at Cradle Mountain Lodge, because before the launch of Dark Mofo in 2013, the industry knew it had to give people a reason to visit in the colder months.

“Certainly Dark Mofo has gone a long way in creating many, many reason for people to jump on a plane and come down to Tassie,” Ms Woods said.

“And once they get to Hobart, then that’s when they start exploring. So it’s the knock on effect for the taxis, the hire car companies, the various tourist attractions — it all benefits from any event that we can get here.”

Bernadette Woods at Waterline on Brooke Street Pier. Picture: Linda Higginson

The respected hospitality leader, who owns the Glen Albyn Estate and events company BW Events and a 34m super yacht Mustique providing day and overnight cruising, is also in charge of Waterline restaurant at Brooke St Pier on Hobart’s waterfront and Sullivan Cove Apartments.

Having suffered last year’s “extremely quiet” winter from a combination of a pared-back Dark Mofo program and cost of living pressures, Ms Woods was confident of bouncing back this year.

“We have Sullivan Cove Apartments, our occupancies are 25 per cent on what we were this time last year for June,” she said.

“And that’s all Dark Mofo driven.

“Same with our restaurants. We can see that the bookings coming through are a lot stronger than what they were last year.”

That confidence is spreading beyond Ms Woods’ businesses and across Hobart, Judo Bank director relationships Peter Crowe said.

“The return of Dark Mofo is exactly what the local economy needs. After missing the festival in 2024, our Judo Bank small and medium business customers are particularly enthusiastic about welcoming back the estimated 30,000 visitors and the significant economic injection that comes with them,” Mr Crowe said.

Ogoh Ogoh: The procession + The Burning, Dark Mofo 2023. Picture: Jesse Hunniford

He said the 2023 event, the last time the full festival program ran, generated $54m increase in economic activity.

“Based on the enthusiasm we’re hearing from our local Judo Bank customers, we expect the 2025 festival’s return to deliver similar, if not greater, economic benefits.”

Since the inaugural Dark Mofo, statewide occupancy for June has climbed from 51.44 per cent to a record high of 71.38 per cent in 2022, Tasmanian Hospitality Association chief executive Steve Old says.

“Dark Mofo is a major winter drawcard that brings thousands of people into Tasmania at a time when we need it most,” Mr Old said.

“It delivers a huge boost to local hospitality venues, filling restaurants, bars and accommodation across the state.

“Events like Dark Mofo are critical to Tasmania’s cool season economy, they energise the city, support jobs, and showcase the best of our food, drink and cultural scene to locals and visitors alike.”

The flow on effect of Dark Mofo moves beyond the fortnight’s festivities, with people coming back for more, Ms Woods said.

“I’ve had two destination weddings booked because they first came down to Dark Mofo in 2016,” she said.

“You’re talking one of those weddings are 50 people, and one of them is 100 people.

“So that’s another 50 and 100 people that’s never been to Tasmania before. It’s great when you can see it brings back a lot of added business.”

Originally published as Trailblazer Bernadette Woods on Dark Mofo’s impact on her businesses