Rundle Mall in collaboration with the AFL, worked together to host the Mini Live Site for Gather Round and create a hub of activity and entertainment from Tuesday 2 April to Sunday 7 April. By incorporating football-themed activations, live entertainment, extended retail hours, and immersive fan experiences, the event sought to capitalize on the increased visitation during this key sporting event, attract diverse audiences, and boost foot traffic to the Mall.
Event Overview
The Gather Round Mini Live Site at Rundle Mall offered a dynamic mix of activities and retail engagement, including:
- Interactive games and activities
- Inflatable football installations
- Pop-up stores
Rundle Mall supported Gather Round with the addition of:
- The Footy Bar with live-streamed games
- Extended shopping hours
- Retailer engagement
The event brought a football atmosphere to the heart of Adelaide, engaging fans and visitors, and positioning Rundle Mall as a major destination for AFL fans, while encouraging shopping and dining in the precinct.
Key Event Features
- Rundle Mall Dressing (18 March – 8 April)
Gather Round branding was displayed across key points in the precinct to immerse visitors in the AFL spirit:- Branded banners were installed at the King William St and Pulteney Street entrances, and at the Gawler Place Canopy.
- Branded decals were placed across 7 key areas in Rundle Mall.
- Goal posts were installed at the East and West entrances to mimic a football field, creating an exciting entry experience for visitors.
- The Footy Bar (3 – 7 April)
Rundle Mall transformed the Gawler Place Canopy into The Footy Bar, a vibrant beer garden-style space.- Mollydooker’s MollyVan served local SA wines, and CUB varieties offered drinks, while games were streamed live on Big Vision Screens in partnership with Foxtel.
- The bar quickly became a social hotspot, with feedback suggesting the bar hours be extended to cater to demand.
- Giant Inflatable Sherrin Football (2 – 8 April)
The 10-meter Inflatable Sherrin Football installation at the Gawler Place intersection attracted significant attention, providing visitors with a memorable photo opportunity. Its placement helped increase foot traffic and social media engagement. - The Official AFL Mini Live Site (3 – 7 April):
The mini live site became a hub for AFL fans with:- An interactive footy quiz
- AFL player card souvenirs
- Vertical jump and reaction tests to challenge visitors' skills
- AFL player appearances from Adelaide Crows, Essendon Bombers, Gold Coast Suns, and St Kilda, which attracted fans and provided opportunities to meet their favourite players.
- Chemist Warehouse x Liquid IV Sampling Activation (4- 7 April)
In collaboration with Chemist Warehouse, Liquid IV sampling encouraged hydration and recovery for visitors, featuring a popular spin-to-win activation that distributed branded merchandise and vouchers. - Rebel “Reboot Your Boots” Activation (4 – 7 April)
Partnering with the AFL and TreadLightly, rebel ran a football boot donation drive, where visitors could donate pre-loved boots to communities in need. Visitors also entered a competition to win tickets and accommodation for the 2024 AFL Grand Final. - Port Power/MG Handball Challenge (4 – 7 April)
Visitors could test their handball skills in the MG interactive handball competition, with the chance to win a $1,000 rebel sport voucher. The activation also provided VIBE sodas as giveaways. - Auskick Activation at Myer Centre (6 – 7 April)
Myer Centre teamed up with Auskick to host free sessions, encouraging families and young children to engage in football activities, with a prize draw for free Auskick sessions and footy gear. - Food Retailer Engagement (4 – 7 April)
Food retailers capitalized on the event by extending trading hours and offering themed specials. For example, Two-Bit Villains offered 15% off for ticket holders and introduced themed “footy buns” for their burgers, contributing to the festive atmosphere. - Extended Retail Hours (6 April)
Rundle Mall extended trading hours until 7pm on Saturday 6 April, providing visitors with additional time to shop and explore the precinct after participating in Gather Round events.
Results
- Significant foot traffic increase during Gather Round, with large crowds drawn to The Footy Bar, AFL Mini Live Site, and Sherrin Football photo opportunity.
- High engagement with Chemist Warehouse sampling activation, exhausting merchandise and vouchers by Sunday.
- Strong community engagement through Rebel’s Reboot Your Boots initiative.
- Extended retail hours on 6 April led to increased sales for local businesses, particularly in food retail.
The Gather Round at Rundle Mall successfully transformed the Precinct into a hub of footy excitement and community engagement. With well-executed activations, extended retail hours, and strategic partnerships, the event drove high foot traffic and brand engagement. The event reinforced Rundle Mall's role as a key destination for major events, while providing valuable insights for future activations regarding capacity and activation placement.
