The stadium is hard at work on another innovative offering- the 356-day strategy that will see a top event and lasting experience every day of the year. The goal is to have some type of event, retail and F&B offering at the stadium year round. DRIVING TOURISM “Big international acts are now primarily stopping in Melbourne, Sydney, and sometimes Brisbane,” Fitzgerald explains. This trend was highlighted during Oasis’s recent Australian tour, where the band received up to 300,000 ticket registrations, with 15 to 20% coming from outside Australia. The numbers highlight Marvel Stadium’s growing appeal to New Zealand and Southeast Asia regions. While some artists perform in Southeast Asia, many fans travel to Australia for the unique experience Marvel Stadium offers. “We’re seeing people use events as a reason to visit Melbourne, and then they stay to explore the city and the rest of the country,” Fitzgerald says. The stadium’s international draw creates a ripple effect on Melbourne’s economy. Visitors extend their trips, supporting local hotels, restaurants, and attractions. “Visitors come for the big acts, but the event is just the beginning,” Fitzgerald adds.“They’ll explore Melbourne’s laneways, the Great Ocean Road, or even head to Sydney or Tasmania. It’s a significant 26 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 01
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