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House of Assembly - Fifty-Second Parliament, Second Session (52-2)
2013-10-15 Daily Xml
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ADELAIDE OVAL

The Hon. S.W. KEY (Ashford) (15:16): My question is directed to the Minister for Tourism. Can the minister inform the house about what the state government is doing to promote South Australia and the redeveloped Adelaide Oval to the AFL and interstate AFL clubs?

The Hon. L.W.K. BIGNELL (Mawson—Minister for Tourism, Minister for Recreation and Sport) (15:16): Every two months the commercial managers of the AFL's 18 clubs get together for a meeting, and that meeting is always held in Melbourne. Last week, we managed to get the clubs to come to Adelaide for their meeting after working with many of the AFL clubs and the AFL itself. We wanted to get them here to show them first-hand the Adelaide Oval and how amazing it is, and they were very impressed with what they saw.

They had their meeting at the Convention Centre in the Panorama Suite which, of course, looks out onto the footbridge that is being constructed, and the backdrop, of course, is the magnificent Adelaide Oval. After their meeting we took them on a tour of the Adelaide Oval. Darren Birch, the commercial operations manager of the AFL, I really want to thank for all the work that he and his staff put in. He went on radio that afternoon and described the Adelaide Oval in this way:

[It was] unbelievably impressive. The structure, the design, the way that the Adelaide Oval architecture is being maintained, the trees at the end, the grass slope, it's going to be an absolutely unique place to watch football...the AFL's really proud of the stadiums that we play in around the country but what is happening at Adelaide Oval absolutely takes the cake, it's fantastic.

What we want these clubs to do next year is bring their fans with them. We know that Collingwood this year took 6,000 fans to the Gold Coast for their game against the Suns. We know that Geelong took 5,000 up there. When they do their commercial contracts with their sponsors the clubs write into those contracts one or two interstate trips each season. These people have never brought fans to South Australia because they have not liked Football Park, they have not liked going there.

We didn't want them to turn up next year and say, 'Wow, isn't Adelaide Oval fantastic, we should have brought our corporates, we should have brought our fans.' We wanted to get them here early and get them to see first-hand what was happening at the oval and convince them that they should be bringing their fans and their corporate sponsors here from the very first game that they play at the new Adelaide Oval. They were very impressed, and they have all promised that they will be bringing their fans here.

We took them down to McLaren Vale the day after. We took them to the Adelaide markets for breakfast and then down to Gemtree Vineyards, then Wirra Wirra, and then lunch at Star of Greece, to show them the opportunities that they can provide their sponsors, people who pump millions and millions of dollars into the AFL each year, who we want to pump money into our economy.

We know that the average two nights spend on people coming to Adelaide, at the very low estimate, is around $400 a head. We know for the corporate sponsors it is at least $800 a head, and we want that money coming in to our state from next year. We have had very good feedback from the clubs already. Sam Eustace at the Gold Coast Suns said:

As a State you should be extremely proud of the new development at Adelaide Oval and I have no doubt that it will drive significant tourism numbers for AFL games. We have experienced significant interstate visitors at Metricon Stadium with multiple visitor nights and outstanding economic impact for the local economy, and we are sure you will have the same.

The tour on Wednesday of the iconic Adelaide Market, through to Gemtree, Wirra Wirra and the Star of Greece were unforgettable and will be a wonderful experience for visiting corporate partners and fans alike. We look forward to seeing you next year at Adelaide Oval.

So, we are promoting not just the stadium but we're also—

The SPEAKER: Minister, I think that's a compelling and more than adequate answer.

The Hon. L.W.K. BIGNELL: I've still got some time on the clock.

The SPEAKER: I'm sure you have. The member for Unley.

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