Harvest Rock return music to the ears of CBD operators to the tune of $16.5 million
After the inaugural event saw almost 24,000 festivalgoers dancing in the rain in Adelaide’s parklands, the return of Harvest Rock in 2023 is music to the ears of CBD operators as new data shows it generated a multi-million-dollar return for the state in its first year.
In 2022, Harvest Rock generated a return to the tune of $16.5 million in total economic activity for Adelaide, saw almost one third of festivalgoers attend from out-of-state, and drove hotel room bookings over the weekend to their highest for the year.
Harvest Rock 2022 highlights:
- In its first year, Harvest Rock generated $16.5 million in total economic activity for Adelaide
- A total of 23,940 people attended the festival
- Almost 7,000 attendees were from interstate and overseas, making up more than 30 per cent of the total festival attendance
- Visitors stayed an average of 4.5 nights in South Australia (3.3 nights in the CBD)
- Attracted a diverse audience, with attendees spread broadly across the 20-60 age range
- The festival saw the highest average hotel room bookings over any weekend (Friday and Saturday) in 2022. With an average of 8,824 room nights occupied over the Friday and Saturday of the inaugural Harvest Rock festival, it was the best weekend in 2022
- The Saturday of Harvest Rock saw 9,105 room nights occupied across Adelaide accommodation, driving occupancy to 91 per cent – at the time, the highest occupancy rate post-pandemic.
The new data comes as Secret Sounds, the organisers of Harvest Rock, released dates this week for the 2023 event.
This year taking place on 28 and 29 October 2023, Harvest Rock will once again bring international and Australian artists to Adelaide’s Rymill/Murlawirrapurka and King Rodney/Ityamai-itpina Parks.
Harvest Rock will again showcase the state’s world-class food and beverage offerings, including top tier dining options, food trucks, curated spaces, a cellar door pop-up, champagne bar, and the Harvest beer garden.
Among other new and exclusive events in South Australia – such as the recent AFL Gather Round and LIV Golf Adelaide – Harvest Rock is part of a bumper events calendar set to inject $400 million into the state’s visitor economy.
Harvest Rock is supported by the South Australian Government, through the South Australian Tourism Commission.
Minister for Tourism, Zoe Bettison said there is no doubt the inaugural Harvest Rock festival was a huge success, with a whopping $16.5 million in economic activity generated for Adelaide.
"The benefits for our city are only set to grow when the festival returns, with its incredible fanbase built in its first year already marking their calendars for this October," Minister Bettison said.
"Harvest Rock’s return is music to the ears of Adelaide hoteliers who enjoyed the best weekend for room bookings in 2022, while almost 24,000 attendees – including almost one third from out-of-state – providing a boost to city traders, as they helped fill restaurants, bars and cafes.
"Showcasing the best our state has to offer, this two-day music, food and beverage festival is a rocking addition to South Australia’s non-stop events calendar which is set to inject $400 million into our state this year."
Secret Sounds Co-CEO and Harvest Rock Producer, Jess Ducrou said from small things, great things grow!
"The inaugural Harvest Rock was nothing short of fantastic despite mother nature’s input. We are knee deep in planning Harvest Rock 2023 and look forward to sharing the next instalment of Adelaide’s newest addition to the festival calendar," Ms Ducrou said.
"From world-class artists to the best in show locally, the best food and wine in the country and a beautiful downtown location of Rymill and King Rodney Parks, South Australia is really leading the pack as the premier festival state.
"Thanks to the SA Government and South Australian Tourism Commission for their incredible partnership support, we are just getting started on what we hope will be become a homegrown iconic festination event – HARVEST ROCK."
President East End Traders, Frank Hannon-Tan said events like Harvest Rock bring people into the city, and more specifically into the East End.
"We have seen the results in the tills - with 65% of businesses responding that there had been a positive impact on visitation, and 57% reporting a positive increase in sales and general trade," Mr Hannon-Tan said.
"We saw from last year’s event that people came into our restaurants, cafes, bars, and retail outlets, either before or after the concert.
"The East End traders support any events that bring a buzz to the city, and more people into our businesses, and are looking forward to seeing this year’s Harvest line-up."