East End Unleashed has been awarded the LGA Outstanding Partnerships Award as a part of the 2019 Mainstreet SA Awards.
The LGA OUTSTANDING PARTNERSHIPS AWARD is sponsored by the LGA. This Award recognises outstanding examples of partnerships between businesses, community and Government to create and deliver projects in a mainstreet, precinct or town centre.
At a time when the crowds flock to the city for the summer festivals, roads were closed along Rundle Street over 5 weekends, an expansion of the alfresco dining spilled onto the streets and a swell of engaging performers and buskers entertained the crowds – thanks to East End Unleashed.
East End Unleashed was an initiative driven by the City of Adelaide which allowed outdoor dining across Rundle Street over the Adelaide Fringe and Festival period. Cafes and restaurants were invited to take part, with the City of Adelaide in conjunction with business owners, providing all road closure logistics as well as outdoor dining furniture for the participating businesses. A comprehensive digital marketing campaign was also implemented to increase awareness of the activation and road closures during that time.
"The significant extra trade created in the area maximises the Festival season in the East End creating economic prosperity, it become a destination for before and after show and creates the most incredible vibrancy." - Julie Moralee, East End Coordination Group
Nearly a third of all traders involved believed their sales revenue increased as a result of the road closure activations while additional revenue was estimated to be $817,400 across 39 surveyed businesses.
“East End Unleashed was an amazing program that is truly world class in every respect. An outstanding partnership between public, private and not for profit precinct association - in the City of Adelaide, Maras and the East End Coordination Group - which provided an incredible festive atmosphere and vibe for hundreds of thousands of people.
The East End has developed something that is genuinely authentic, home grown and now a very popular annual staple on Adelaide’s events calendar”. - Steve Maras, Maras Group