Geografia Spendmapp data shows details behind spending jump in Greater Geelong during AFL Grand Final week

The city of Greater Geelong’s analysis of Spendmapp data by Geografia between 19th to 25th September, showed the Geelong region enjoyed an economic uptick during AFL Grand Final week celebrations, with spending on dining and entertainment increasing by $4.8 million compared to the August/September average.

The data found visitors to the region were primarily behind the 26% jump.

Geografia’s Spendmapp is a data visualisation and reporting tool which allows local governments to measure economic activity across 15 industry sectors using anonymised, aggregate transaction data layered with population data to offer accurate economic insight into local economies. Spendmapp enables local governments to safely and securely access real transaction data to measure the benefits of investments, proving value in support of future projects.

While the long weekend contributed to visitors spending more, the increase also occurred from Monday to Thursday.

In the three days before the Grand Final on Saturday 24th September, residents and visitors spent an extra $3.4 million on groceries and specialised food retailers, such as delis, bakeries and bottle shops.

A large proportion of this additional spend was from residents, suggesting that locals spent more on preparing for Grand Final parties and entertaining at home, rather than eating out and enjoying external entertainment.

The suburb of Geelong enjoyed sustained increased spending on dining and entertainment during work hours in the week before and after the Grand Final.

This averaged out to $235,000 additional spend every day, on par or well above expenditure on a typical Friday.

On Geelong Cats Premiership Parade Day (Tuesday 27th September), spending on dining and entertainment rose $242,000 compared to an average Tuesday.

The City’s costs to provide Grand Final week celebrations, such as the street parade and events support, totalled $189,600.

The estimated value of the economic, reputation and social benefits from these festivities were in excess of $13.5 million, representing a return of $70 for every $1 the City invested.

Grand Final Week (19th-25th September)
$23.7 million spent on dining and entertainment in Greater Geelong – a $4.8 million (26%) increase compared to the August/September average.

$11.1 million spent on groceries and specialised food retailing in the three days before the Grand Final (21st-23rd September) in Greater Geelong – a $3.4 million (31%) increase compared to the August/September average.

Geelong Cats Premiership Parade Day (27th September)
$611,750 spent on dining and entertainment in the Geelong suburb during work hours – a $242,000 (65%) increase compared to an average Tuesday daytime spend for August/September.

Week Before and After Grand Final (19th-23rd September and 26th-30th September)
Average daily spend of $671,160 on dining and entertainment in the suburb of Geelong during work hours – an average $235,000 (54%) increase on the average weekday spend.

Mayor Trent Sullivan noted “Greater Geelong is a Cats and footy mad region that was bustling with activity in the lead up to and during Grand Final week.

“Grand Final week was a busy and exciting time for locals and visitors alike as they took part in special events, parties and entertainment.

“It’s no surprise that visitor and resident spending increased when there were so many quality retail, hospitality and entertainment offerings available.”

Councillor Peter Murrihy - Chair of the Economic Development portfolio added “Local businesses contributed to an electric Grand Final week in Greater Geelong.

“The region’s businesses met increased demand with gusto and provided products and services that added something special to celebrations.

“The $4.8 million in increased dining and entertainment spending has strengthened businesses, supported local jobs and produced significant benefit to our economy.”

More information on Geografia’s Spendmapp at www.datarepublic.com/case-study-geografia

Image: Geelong Cats Premiership Parade Day Credit: City of Greater Geelong