Greater Geelong enjoyed an economic uptick during AFL Grand Final week celebrations, with spending on dining and entertainment increasing by $4.8 million compared to the August/September average.
The City's analysis of Spendmapp data by Geografia between Monday 19 September to Sunday 25 September found visitors to the region were primarily behind the 26 percent jump.
While the long weekend contributed to visitors spending more, the increase also occurred from Monday to Thursday.
In the three days before the Grand Final on Saturday 24 September, residents and visitors spent an extra $3.4 million on groceries and specialised food retailers, such as delis, bakeries and bottle shops.
A large proportion of this additional spend was from residents, suggesting that locals spent more on preparing for Grand Final parties and entertaining at home, rather than eating out and enjoying external entertainment.
The suburb of Geelong enjoyed sustained increased spending on dining and entertainment during work hours in the week before and after the Grand Final.
This averaged out to $235,000 additional spend every day, on par or well above expenditure on a typical Friday.
On Geelong Cats Premiership Parade Day (Tuesday 27 September), spending on dining and entertainment rose $242,000 compared to an average Tuesday.
The City's costs to provide Grand Final week celebrations, such as the street parade and events support, totalled $189,600.
The estimated value of the economic, reputation and social benefits from these festivities were in excess of $13.5 million, representing a return of $70 for every $1 the City invested.
Grand Final Week (19-25 September)
- $23.7 million spent on dining and entertainment in Greater Geelong – a $4.8 million (26 percent) increase compared to the August/September average.
- $11.1 million spent on groceries and specialised food retailing in the three days before the Grand Final (21-23 September) in Greater Geelong – a $3.4 million (31 percent) increase compared to the August/September average.
Geelong Cats Premiership Parade Day (27 September)
- $611,750 spent on dining and entertainment in the Geelong suburb during work hours – a $242,000 (65 percent) increase compared to an average Tuesday daytime spend for August/September.
Week Before and After Grand Final (19-23 September and 26-30 September)
- Average daily spend of $671,160 on dining and entertainment in the suburb of Geelong during work hours – an average $235,000 (54 percent) increase on the average weekday spend.
Mayor Trent Sullivan
Greater Geelong is a Cats and footy mad region that was bustling with activity in the lead up to and during Grand Final week.
Grand Final week was a busy and exciting time for locals and visitors alike as they took part in special events, parties and entertainment.
It's no surprise that visitor and resident spending increased when there were so many quality retail, hospitality and entertainment offerings available.
Councillor Peter Murrihy - Chair of the Economic Development portfolio
Local businesses contributed to an electric Grand Final week in Greater Geelong.
The region's businesses met increased demand with gusto and provided products and services that added something special to celebrations.
The $4.8 million in increased dining and entertainment spending has strengthened businesses, supported local jobs and produced significant benefit to our economy.
