As part of WellFest Adelaide, Rundle Mall sought to create a large-scale, community-centered event that not only promoted physical and mental wellbeing but also raised critical funds for Beyond Blue, a leading mental health charity. Aligning with Rundle Mall’s position as a premier shopping destination, the goal was to activate the entire precinct while setting a record for the biggest yoga session held in a retail environment.
The event was designed to raise awareness about WellFest Adelaide, offer an inclusive and accessible experience, and provide participants with the opportunity to engage with the Mall’s retailers post-event. By fostering a sense of wellbeing and community, the event contributed to the Mall’s strategy to blend lifestyle and retail experiences.
Objectives
The primary objectives of Rundle Mall’s Biggest Yoga Session were:
- Raise Awareness of WellFest Adelaide: Deliver a large outdoor event that celebrates health and wellbeing.
- Inclusivity & Accessibility: Create an event that promotes wellbeing for all ages and abilities.
- Support Beyond Blue: Raise awareness and critical funds for mental health support through Beyond Blue.
- Set a New Record: Break the record for the largest yoga session held in a retail precinct.
- Reinforce Rundle Mall’s Position: Encourage participants to explore the full length of the Mall, showcasing it as the city’s premier shopping destination.
Execution
Rundle Mall’s Biggest Yoga Session took place on Saturday 22 October 2022, from 8 am to 9 am. The event transformed the Mall into an outdoor yoga studio, divided into four distinct zones along its length: King William Street, Gawler Place North, Charles Street, and Pulteney Street. The session was led by Yoga Theory, with one lead instructor and seven supporting instructors, all dressed by Aje Athletica and rebel.
Participants were welcomed with branded yoga mats and exclusive WellFest Adelaide gift bags filled with items, including a Lorna Jane yoga mat, Frank Green x Rundle Mall water bottles, vouchers for local cafes, Rundle Mall shopping vouchers and products from Happy Way and Bickford’s. The event successfully merged wellness, retail, and community engagement.
Results
- Sold-Out Event: Tickets went on sale on September 7 and sold out by September 28, with all 400 tickets claimed. A waitlist of over 80 names was activated, demonstrating the high demand for this wellness event.
- Record Participation: A total of 377 participants attended the yoga session, breaking the previous record of 356 attendees held by Caneland Central.
- Significant Fundraising: The event raised over $8,000 for Beyond Blue’s 24/7 Support Service, highlighting the success of the community-driven charity aspect.
- Positive Feedback: 95% of attendees expressed interest in participating in future yoga sessions, and 98% would recommend the event to a friend. Additionally, 55% of participants rated the event 10/10, with the remaining 45% rating it 7 or higher.
- Engagement with Retailers: Post-event engagement was high, with 89% of participants redeeming their free coffee in the Mall, 78% staying for breakfast, and 57% going shopping after the yoga session. This reinforces Rundle Mall’s appeal as a place to shop, dine, and socialize.
- WellFest Gift Bags: 97% of participants noted the gift bag as a highlight of the event, with contents such as Rundle Mall vouchers, Frank Green water bottles, and yoga mats adding value to the experience.
