Live music a key factor for Queensland economy

Image: Adele performing at The Gabba, Brisbane

Contemporary music has become a talking point as a tourist attraction for Queensland events and policy makers.

Four international concerts staged in Brisbane in recent weeks are estimated to have injected $75 million into the Brisbane economy.

In comparison, the NRL club Brisbane Broncos add $75 million a year for the Queensland economy – more than $6 million every time the team plays at home ground Suncorp Stadium.

Aside from the $40 million generated by Adele’s two shows in front of 120,000, the big draws were Guns N’ Roses at QSAC, Bruce Springsteen at Brisbane Entertainment Centre, with the most recent being Justin Bieber’s draw of 40,000 at Suncorp Stadium.

AEG Ogden’s Brisbane-based Chairman and CEO Harvey Lister, who came up with the $75 million estimate to the Courier Mail, further added that the 2017/18 touring circuit would be bigger for Queensland’s capital city.

“The Entertainment Centre had a small year last year and still would have contributed $10 million,” he told the paper.

“We expect that will double in the next 12 months.”

Up to 40% of those who attended the shows came from outside the southwest, which meant that the bulk of punters were staying overnight in local accommodation.

“If we can secure a visitor for one additional night, that doubles their economic impact in Brisbane,’’ Lister said.

The Dixie Chicks, Twenty One Pilots, Green Day, kd lang, Bonnie Raitt, Ryan Adams, The Specials, Doobie Brothers, Hans Zimmer, Bros, Little Mix and All Time Low are among those booked to hit Brisbane venues this year, with Paul McCartney among those rumoured.

Similarly, Elton John’s two shows in Mackay and Cairns in North Queensland in September. They’re expected to draw an audience of 24,000 and inject up to $7.5 million into the Queensland economy, said Premier Annastacia Palaszczuk.

The two concerts were part sponsored by Tourism and Events Queensland, which believes that the shows will have a tourism flow-on.

“It will also be a chance for us to showcase Mackay and Cairns to an international audience, with up to 5,000 interstate and international visitors set to enjoy some of the best experiences and hospitality on offer in this region,” Premier Palaszczuk said.

According to the latest data from industry body Live Performance Australia, contemporary live music in Queensland generated $74.3 million in revenue (the entire performance sector produced $195.3 million in QLD from an attendance of 2.91 million).

Queensland was responsible for 15% of nation-wide attendance and revenue. Queenslanders spend $41 on performance per person, compared to a $59 spend nationally.

A few years ago, a report by Foresight Partners showed that Queensland’s major sport and entertainment venues pumped $308 million a year into the state’s economy. The figure is made up of ticket sales, but also includes additional spending that occurs through the hospitality, tourism, retail, transport and entertainment industries.

Of the $308 million, $140 million is from direct benefits through spending at pubs, clubs, restaurants, hotels, transport and other services. The remaining $168 million is acheived through indirect benefits such as the retail support industry, wholesale traders and utility providers.