Melbourne businesses to capitalise on Twilight entertainment trend

Melbourne businesses have identified the twilight as a massive growth area for the night-time economy.

To capitalise on this new trend, the City of Melbourne's Night-Time expert committee has made a number of recommendations to the City of Melbourne and the Victorian Government including  extended opening hours, increased activations and a new marketing campaign to keep more people in the city after work.

Representatives from across Melbourne's night-time industries want a specific focus on Melbourne as a 'twilight' city – including ministerial responsibility and engagement with the night-time economy.  

Maximising this lucrative time slot will support local businesses across the entertainment, arts and retail sectors and will give workers and visitors more reasons to enjoy the city at the end of the day.

Prior to COVID-19, Melbourne’s night-time economy generated $3.5 billion every year and supported 31,000 jobs.

Melbourne Lord Mayor Sally Capp advised that the City of Melbourne's Night-Time expert committee “has done a tremendous job in collaborating and recommending solutions to boost our twilight economy. We look forward to considering new ways of supporting businesses who operate around the clock – and backing the thousands of jobs they create.” 

City Activation portfolio lead Councillor Roshena Campbell adds "Now more than ever we want to make it as easy as possible for Melburnians to start and grow a business so we can bring our economy roaring back.

"Cutting the red tape that strangles new businesses and new ideas has to be a priority so Melbourne can thrive again."