02 Sep 2021

Go To Town – your city needs you!

South Australians have rallied together to ‘Book Them Out’, they flocked to the regions for ‘Welcome Back’, and now SA, your city needs you. It’s time for South Australians to #GoToTown.

The new campaign #GoToTown launched today by the State Government aims to drive visitation and expenditure into Adelaide, after COVID outbreaks interstate, border restrictions, a downturn in corporate travel, and a trend towards working from home have hit businesses across the CBD.

From hotels and serviced apartments, to restaurants, bars and retail, to your favourite coffee stop or lunch shop – South Australians are being invited to get behind the many businesses which help make Adelaide the most liveable city in Australia. Whether it’s date night, mate’s night, a lazy morning or a family weekend, your city needs you to #GoToTown.

While #GoToTown captures a broad range of city-based deals and events, it also includes the new FOMO Fridays initiative announced by the Premier in partnership with the City of Adelaide, the Adelaide Economic Development Agency (AEDA) and the Property Council South Australia in June. The initiative will see a block of street events, office parties and outdoor activities aimed to entice CBD workers back into offices and out of working from home on Fridays.

FOMO Fridays will begin on 17 September, with free activities in our public spaces and live music in the city on each Friday for four weeks. City businesses will also have special offers to attract people to stay and play in the CBD.

Premier Steven Marshall said while regional SA has enjoyed record-high occupancy rates for seven consecutive months, city businesses have felt the brunt of the downturn in interstate visitors.

“Go To Town is a simple message to South Australians to remind them of what makes our city one of the world’s best,” said Premier Marshall.

“As Australia’s most liveable city, we have so many sensational businesses, events and offerings across Adelaide. Go To Town invites South Australians to enjoy all that our city has to offer, while supporting local business, and helping get patrons and dollars back into what’s normally the tourist mecca of our state.”

The #GoToTown campaign is designed to tap into the state’s strong community spirit, just like the 2020 bushfire recovery #BookThemOut campaign and the subsequent post nation-wide COVID lockdown #WelcomeBack campaign, both delivered by the South Australian Tourism Commission to boost economic activity across the state, support small businesses, and keep people in tourism and hospitality jobs.

#GoToTown will run across print, outdoor and digital advertising, as well as PR activations. Tourism, hospitality and retail businesses across Adelaide will offer compelling offers and deals – such as complimentary breakfasts and late checkouts at hotels, dinner packages at restaurants, special inclusions on tours and experiences, and FOMO Friday sales in Rundle Mall. Different laneways will be activated each Friday afternoon to support a full program of FOMO Fridays events.

Acting Lord Mayor Mary Couros said the City of Adelaide recognises the importance of accelerating economic growth in the city and North Adelaide, which is why the AEDA was created.

“The #GoToTown and FOMO Friday campaigns are exactly the type of programs that align with the AEDA purpose which is to attract people to the city, provide an enjoyable experience, ensure people stay longer, and provide more reasons to spend in the city,” she said.

Property Council South Australia Executive Director Daniel Gannon said it was vital support for the city’s economy.

“The Adelaide CBD supports thousands of jobs, generates hundreds of millions of dollars in economic activity and is home to approximately 20,000 residents, which makes this initiative an important priority,” he said.

“We know that lockdowns have a big impact on our CBD and office workers and consumers don’t ‘snap back’ after restrictions ease. From a policy perspective, we need to implement measures and ideas that accelerate post-lockdown CBD recovery and put jobs first.

“FOMO Fridays forms part of this broader initiative and contributes to bringing people, life and spending back into the Adelaide CBD to help save jobs.”

Hotel Indigo Adelaide Markets general manager, Thomas Zinn said it was “now more important than ever to go out and see Adelaide.” The hotel has designed a special “Great Neighbourhood” package to entice more people to the CBD.

“The city has so much to offer and all our venues are ready to welcome South Australians who wish to explore our neighbourhood. Whether they are here for a staycation in the hotel, dining in our locally inspired restaurant Market & Meander Bar and Eatery, or heading up to Adelaide's highest rooftop bar Merrymaker for our new Sunday sessions, we hope they know what amazing things are on offer right on their doorstep,” he said.

“We have put together a little taste of Adelaide for guests with our Great Neighbourhood package which includes their choice of guestroom, breakfast for two, two entrees when they dine at Market & Meander and a late check out until 1pm giving them the chance to explore the hotel and neighbourhood. We can't wait to welcome our fellow South Australians when they next go to town.”

Fino Vino, a restaurant and bar in Flinders Street with ties to Fino at Seppeltsfield, is offering a 4-course ‘Fino Vino Prix Fixe Lunch’ with a glass of Fino Vino Pinot Grigio for just $50 Wednesday to Friday as part of #GoToTown.

Fino Vino director, Sharon Romeo said: “Any incentive to get South Australians into the city and supporting local businesses during this time is wonderful news. Adelaide has been hit hard, but every day I go to work with a smile on my face and I’m ready to welcome customers.

“I want to thank the people of SA for continuing to get behind local businesses just like ours, and I invite them to ‘go to town’ – come to Fino Vino for our special Fino Vino Prix Fixe lunch and wine deal, and then go make the most of this beautiful city.”

To see the full program of #GoToTown deals and offers, and FOMO Fridays events, visit southaustralia.com/gototown.

City-based tourism operators looking for further information about how to get involved, visit our #GoToTown campaign support page.