What happens when major events like LIV Golf Adelaide, AFL Gather Round and the Adelaide Fringe roll into town? From packed hotels to thriving bars, we talk to the businesses who feel the effects firsthand.
If you think South Australia’s major events are just about good times and great vibes, think again. They’re also serious business, pumping millions into the economy and creating a whole lot of local jobs.
But what does that actually look like on the ground? As the LIV Golf Adelaide action tees off this week, we speak to the people behind the numbers – the venue owners, hotel managers, and AV experts who make these events happen – to find out how major events transform Adelaide’s businesses and livelihoods.
Hospitality: How atmosphere creates jobs
If you’ve ever strolled into Hains & Co for a cocktail or fine cigar during a major event, you’ve probably felt the electric atmosphere that major events bring to this laneway bar. According to its owner, Marcus Motteram, events like LIV Golf and Gather Round aren’t just good for business – they’re transformative.
“LIV Golf has been fantastic for us from the first year, and then we saw a 20 per cent increase in business year-on-year for 2024,” says Marcus. “Gather Round is huge for us too.”
Staffing-wise, it’s a game-changer. “We put on extra hours for everyone. The big events help us keep staff on 30-plus hours a week, even outside peak seasons. It makes a real difference,” he says.
Marcus says that “it’s not just about numbers – it’s the energy”. “People are in town, they want to celebrate, and they want to discover new places.”
Last year, Marcus teamed up with all the neighbourhood bars in Gilbert Place to create Home Base, a pop-up footy hub during Gather Round, complete with a giant outdoor screen to catch all the footy action. The footy fiesta also included food vendors, live music and cold drinks in the laneway’s four bars.
“It was a fantastic way to give people a real laneway vibe to enjoy the event atmosphere,” he says. “We’re planning to do something similar this year, making sure the energy and excitement of Gather Round extends beyond the stadiums and into the heart of the city.”
Audio-Visual industry: Bringing events (and SA) to life
If you’ve ever been to a major festival, concert, or sporting event in SA, chances are the crew from Novatech Creative Event Technology was behind the scenes making it look and sound incredible. And with SA’s event scene booming, business is booming too.
“The growing event calendar allows us to expand our teams across both the technical and non-technical sides of the business,” Ashley Gabriel, Novatech Sales and Marketing Director, says. “It provides more stable employment and gives businesses like ours the confidence to take on more full-time staff year-round.”
Novatech has even launched its own training academy, helping young South Australians break into the industry by combining free training courses with paid shifts.
Ashley says new and larger year-round events allow the company to re-invest in leading-edge, innovative technology and keep talent based in our state.
Plus, they mean more visitors, more global exposure and “an enhanced lifestyle for locals”. “The secret is finally out and Adelaide is the place to be!” says Ashley.
Hotels: If you want a room, book early!
If you’re thinking about booking a hotel room for LIV Golf or Gather Round, don’t wait too long.
“We only have a small handful of rooms left for this year’s LIV Golf and Gather Round and we expect them to be snapped up quickly,” says Ben Swanson, the iconic Oval Hotel’s General Manager.
“It’s fair to say that Gather Round has quickly become one of our most popular weekends of the year – interstate guests get in very early because they want to stay at the stadium, close to the action.”
But Ben says the Oval Hotel doesn’t just see increased occupancy during events at the stadium – “we’re also seeing very strong demand for events like LIV Golf, the Fringe and festival season.”
The influx of visitors isn’t just a short-term boost – it’s a long-term win. “Events put us on the radar and then it’s our job to keep visitors coming back for more.”
More events also mean more jobs. “Because the demand is so strong and consistent, we’re able to hire more full-time staff and invest back into the industry,” Ben says.
For premium hotel Eos by SkyCity, major events are more than just big weekends – they’re game-changers. As the official LIV Golf entertainment partner, Eos plays a central role in hosting VIP guests, welcome parties, and long-stay visitors who come for the tournament.
“Major events like LIV Golf and Gather Round have a significant impact on hotel bookings, not just for us but across the city,” says Siddhartha Kaul, Eos by SkyCity Hotel Manager.
“We see substantial increases in occupancy rates, and there’s a great opportunity to drive revenue across all aspects of the business – from our restaurants and bars to our spa and in-room experiences.”
The demand for premium experiences extends beyond just accommodation. “Our guests want the full luxury experience, from in-room mixologists to personalised styling services. These events create a surge in requests for high-end hospitality, which benefits not just Eos but also our broader hospitality industry.”
Importantly, the boom in major events also leads to more employment opportunities. “With bars and restaurants at full capacity, we increase staffing across all departments,” Siddhartha says. “That includes a lot of casual positions for young South Australians, giving them a start in the hospitality industry.”
And the impact isn’t just short-term. “We’ve seen guests return to Adelaide after experiencing the city for the first time during an event like LIV Golf,” Siddhartha says. “Many who were time-poor during their first visit have come back for a proper holiday, bringing family and friends.”
“That’s the long-term benefit of these events – they don’t just fill hotel rooms for a weekend, they help grow South Australia’s reputation as a premier destination.”
The economic impact: By the numbers
The stats highlight what the industry leaders are saying: Major events are economic powerhouses:
- AFL Gather Round 2024 injected $91.6 million into SA’s economy, attracting 45,847 visitors and delivering more than 190,000 visitor nights.
- LIV Golf Adelaide 2024 generated 79,000 visitor nights and had a global broadcast reach of over 500 million.
- In November 2024, an all-time high for monthly room nights occupied across greater metropolitan Adelaide was reached, with an average of 9,032 rooms occupied per night – the first month ever to average more than 9,000 rooms occupied per night – boosted by events such as the VAILO Adelaide 500
- The 2024 Adelaide Fringe created 13,553 direct and indirect jobs, a seven-fold increase from 2014.
- Meanwhile, Adelaide’s hospitality industry is booming, with 141 new restaurants and cafés opening in SA in the past quarter – that’s 28 per cent of all new restaurants and cafés opening across the nation.
- Over 13,000 more small businesses are now operating in SA compared to 2022, thanks in part to major event-driven tourism.
2025: A year of blockbuster events
South Australia is doubling down on its reputation as the nation’s events capital, with a lineup that will keep stadiums packed, venues booked, and businesses thriving. Here’s what’s on the cards this year:
- LIV Golf Adelaide (14-16 February) – The official World’s Best Golf Event is now in a prime summer slot, promising an even bigger spectacle at The Grange Golf Club.
- Chihuly Nights (Now – 29 April) – Since opening in September 2024, more than 800,000 visitors have attended the Chihuly in the Botanic Garden exhibition, prompting organisers to extend its weekly Chihuly Nights schedule to include Sundays. It’s currently on track to be the most-visited Chihuly exhibition on Earth! Grab your ticket before you go – it’s often sold out.
- Adelaide Fringe (21 February – 23 March) – The world’s second-biggest arts festival will see the city transformed into a cultural wonderland for five straight weeks.
- AFL Gather Round (10-13 April) – Nine matches, all 18 teams, and four days of footy madness across Adelaide CBD, Norwood and the Barossa.
- Illuminate Adelaide (2-20 July) – The winter light festival that proves major events aren’t just for the warm months.
- British & Irish Lions Tour (12 July) – Rugby fans, mark your calendars. A packed Adelaide Oval will host this legendary touring side in a historic clash.
- Adelaide VAILO 500 (13-16 November) – High-octane racing, a festival atmosphere, and massive crowds locking in Adelaide as a motorsport mecca.
And that’s just scratching the surface. From the Santos Tour Down Under and Adelaide International Tennis to Tasting Australia presented by Journey Beyond and Adelaide Festival, every month has a showstopper – and every event means jobs, jobs, jobs.
New events just announced
If that’s not enough, South Australia’s sporting calendar is getting even bigger with the announcement of three big new events:
- Trans-Tasman Throwdown (7 May): The Australian Boomers and Opals will take on New Zealand in a three-match basketball series, with the first match at the Adelaide Entertainment Centre.
- Wheelchair Rugby World Challenge (29 May – 1 June): The world’s largest wheelchair rugby event in 2025 will be held at Netball SA Stadium, bringing our Bronze Paralympic medallists, the Australian Steelers, along with the best international Wheelchair Rugby teams to Adelaide.
- Men’s Rugby World Cup 2027: Adelaide has been confirmed as one of seven host cities, with five matches set to take place in SA. The tournament is expected to inject $1.3 billion in direct visitor expenditure and create 8,700 full-time jobs nationwide.
For South Australia’s full events and festivals calendar, click here.
