Foot traffic in Rundle Mall returned to pre-pandemic levels in April, with activations for AFL Gather Round, LIV Golf and Tasting Australia supporting a 36% increase in total foot traffic across the Precinct when compared to the same month in 2019.
Meanwhile, total foot traffic in April 2023 was up 29% compared to the same month last year and 16% higher than this year’s ‘Mad March’.
Adelaide Economic Development Agency (AEDA), which manages the Rundle Mall Precinct, ran a number of activations throughout April to draw visitors into the city and capitalise on major events and holidays that occurred throughout the month. These included:
- AFL Gather Round – from testing your skills at the Rebel Sport handball stand and getting a photo at the Chemist Warehouse photo booth, to shopping the latest merchandise at the pop-up AFL Store and checking out the giant inflatable Sherrin, there was plenty to do for the thousands of footy fans who descended on Adelaide for the AFL’s first-ever Gather Round
- LIV Golf – Australia’s best golfer Cam Smith rubbed shoulders with lucky fans during a meet and greet and autograph signing session in the LIV Golf fan engagement zone under the Gawler Place Canopy
- Urban Kitchen – Rundle Mall’s associated event on the Tasting Australia program kicked off in Gawler Place Canopy in late April and saw a sell-out crowd of more than 1,000 food-lovers and home cooks attend cooking demonstrations throughout the 10-day festival
- Sarah & Sebastian’s Solder On The Road – the east coast fine jewellery label brought its custom jewellery experience to Adelaide for the first time, extending their initial two-week stay in a branded shipping container near Charles Street after booking out every appointment.
“Rundle Mall was the place to be during April with a jam-packed calendar of activations that you couldn’t find anywhere else,” said Andrew White, AEDA’s Executive Manager, Rundle Mall. “We are thrilled to have capitalised on all the events, festivals and holidays happening in Adelaide last month to record such a strong increase in foot traffic, which helps support our more than 700 retailers.
“Our activations give South Australians and interstate visitors new reasons to come into the Mall to do some shopping and extend their stay in the city.
“They also align with AEDA’s vision to transform Rundle Mall from a retail to a lifestyle destination and add even more vibrancy to the city.”
AFL activation, Rundle Mall
Overall spend across the city in April 2023 was $384 million, up 10.5% on April 2022.
White said Rundle Mall hosts more than 400 branded activations each year.
“Rundle Mall is well-positioned for any type of pop-up or activation, so whether you’re an established business looking to expand and promote your brand, you are wanting to start a new business, or launch your store with a bang, there a range of solutions to explore in South Australia’s premier retail precinct,” he said.
