A Day on The Green Extends Partnership With AAMI Ahead of 500th Show
As A Day on The Green gears-up for its 500th show, the popular winery concerts brand cuts a new deal with AAMI, extending a relationship that has stood for many of those dates.
The national insurance business enters a new two-year partnership with Roundhouse Entertainment, a joint venture with Mushroom Group, extending an alliance that has already chalked up 10 years.
The relationship with AAMI “has grown a lot more in the last three or four years,” Roundhouse Entertainment director Michael Newton tells TMN.
“They understand that music is a whole new space where the door is open for brands to come in and have an association. As a promoter, to be honest, I had to be coached. And cajoled at some level (to work with sponsors),” he continues. “It ended up at a macro level between the two companies, and our people get along really well. When you’re closely working with our team and their team, it’s a really good thing for us.”
According to a joint release issued today (Aug. 3), AAMI’s input enabled the Mushroom Group to deliver Music From The Home Front concert events in 2020 and 2021, during the height of the pandemic, and over time its support for Mushroom Group carried through to the presentation of Ed Sheeran Live At Hanging Rock, 2017; RNB Fridays Live, 2018 and 2019; So Pop, 2020; RNB Vine Days, 2019; and Em Rusciano 2019.
Through the partnership, ADOTG also has access to AAMI’s database, an arrangement “which allows us to sell tickets, quickly,” Newton explains. “Some of the presales with AAMI have been significant. It’s really good to see their customers responding well to what we’re offering.”
It goes both ways, with AAMI’s customers gaining access to event perks and experiences.
The relationship also provides much needed cash, at a time when the price of putting on a tour, particular greenfield shows, is soaring. Financial terms of the new deal weren’t disclosed.
“AAMI and Mushroom have a long-standing relationship and together have created a deep music and entertainment partnership,” comments Mushroom Group chief executive Matt Gudinski.
“Their commitment to the industry, A Day On The Green and many of our projects has been unwavering, even in times of uncertainty. This is shared by our loyalty and dedication to AAMI from our ongoing partnership. In the absence of live shows during the peaks of COVID, AAMI supported the delivery of Music From The Home Front and many other initiatives at a time when it was needed most.”
The new pact, announced today (Aug. 3), was facilitated by Mushroom Creative House, the full-service creative agency which launched in 2017.
“Over the past few years the live music industry has been doing it tougher than most,” notes Rapthi Thanapalasingam, head of mass brands and sponsorships, Suncorp Group. “Music has a very special way of bringing people together, and like so many Aussies, AAMI wants to see live music – and the thousands of people behind it – come back stronger than ever. To help this happen, we’re proud to continue our support through the renewal of our major partnership with Mushroom, as live music makes a long-awaited comeback.”
ADOTG’s first season kicked off in 2001, with a date at Mt Eliza featuring Renee Geyer, Stephen Cummins and James Morrison, and has been a regular summer feature ever since – the pandemic years being the exception.
In that time, the likes of Elton John, Kylie Minogue, A-ha, Simple Minds, and many more have graced its stages, while The Killers, Crowded House and others are on the way.
The special 500th show is likely to happen this November, perhaps in Victoria. Though anything can change between now and then, and additional dates could drop into the calendar.
“We’ve got a whole bunch of stuff that we’re planning,” admits Newton. “I don’t want to say just yet, but it’s exciting.”