Grand final season is here, with the men’s AFL grand final set to take place this Saturday 27 September.
As tourists from across the country flock to Melbourne for the sell-out game and its associated public holiday, the city’s hospitality venues are expected to draw in mega spends from punters.
La Trobe University Discipline Lead and Senior Lecturer in Sport, Tourism, Hospitality, and Event Management, Dr Paul Strickland, says about 31,000 interstate spectators are expected to visit Melbourne over the grand final weekend. These visitors are expected to spend up to $1300 each across the weekend, contributing to a significant boost to Victoria’s economy. “This equates to a boost of more than $36 million to the Victorian economy, from these fans alone,” says Dr Strickland.
“It is estimated that the tourism industry in Victoria will be injected by $75 million over a few days with flights, travel, accommodation, and food and beverages with more for AFL grand final tickets,” says Dr Strickland. “30 to 40 per cent will be directly associated with hospitality spend.”
“Most hotels and CBD accommodation will be full and the majority of visitors will be eating out. If customers are paying for a ticket to the AFL game, they will also splurge on food and beverages — even if it is paying top dollar for a pie and a beer at the MCG,” says Dr Strickland. He predicts that bars and restaurants will be at capacity pre- and post-game due to 100,000 people in the city waiting for transport.
He says that increased security and staff can also contribute to an electric atmosphere, causing customers to stay in venues longer and spend more.
Dr Strickland says there are a range of ways for hospitality businesses to benefit from the event, especially those with liquor licenses. He says grand final weekend deals like AFL themed meals can generate tens of thousands of dollars through corporate sponsorship and two-way business deals. Food and beverage packages with the aim of quick turnover, and ticketed events with roving food and beverages can also prove profitable.
And while plenty of restaurants are open on the public holiday, significant surcharges of 15 – 20 per cent won’t be uncommon to account for public holiday wage rates.
“Although it is never a good look for the hospitality industry to instil surcharges during grand final weekends, very few people are deterred from paying the increase in prices because it is expected,” says Dr Strickland, although he says that those who are price sensitive are more likely to host a party at home.
Meanwhile, grand finals have long been associated with higher intake of alcohol – a trend which sees a noted increase in violence and hospital visits, including an estimated 20 per cent increase in domestic violence.
For venues keen to be part of the action, it’s crucial to maintain a safe atmosphere.
“The hospitality industry must follow RSA practices and have security as the first defence to create a safe environment,” says Strickland. He says that all staff should be trained prior to game day on how to manage intoxicated customers, which manager is ultimately responsible, and when security should be called to intervene.
“What cannot be determined immediately is customers who have ‘pre-loaded’ on alcohol, meaning consuming alcohol prior to arrival at the licenced venue. Therefore, monitoring all customers is essential to detect negative behaviour.”
Photo by Pexels / Kushie In Vietnam.
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