Why state governments are backing ‘blockbuster’ Aussie music festivals

State governments see supporting music festivals as a way to boost both the live music and tourism sectors post-pandemic.

Two major festivals that this week announced their return in 2022 are examples.

After two cancellations due to COVID, Deni Ute Muster returns on September 30 and October 1 to the NSW town of Deniliquin.

NSW minister for tourism Stuart Ayres confirmed it was backed by the government via its tourism and major events agency Destination NSW.

It aligns with The NSW Visitor Economy Strategy 2030 to cement the state as the events capital of the Asia Pacific, he added.

“After such a challenging couple of years, I’m so pleased to see this important event return with a blockbuster line up of talent that is sure to attract visitors from far and wide and provide an economic boost to many local businesses,” the minister said.

He hoped visitors would also take “the opportunity to experience everything” that Deni and the local Riverina region have to offer.

Attendees to the Muster spend an annual $6 million in the region, and won it tourism awards.

In 2019, it drew a record 25,000 and injected an approximate $10 million into the local economy.

Deni Ute general manager Vicky Lowry previously told TMN  that when the festival began, the audience was mostly single males.

Now they’re married and they come with families – something which the Muster emphasises in its branding along with its draw of a younger demo.

Government support allows the 2022 bill to be strong enough to draw American superstar Brad Paisley as well as a storehouse of household names as Jessica Mauboy, John Williamson, The Angels, Busby Marou, Ian Moss & Troy Cassar-Daley, Darlinghurst, Shannon Noll, Shane Nicholson, Sara Storer, Felicity Urquhart and Josh Cunningham.

Pictured: Savannah In The Round

After drawing a capped crowd of 11,000 in its first year, Savannah In The Round returns to Mareeba Rodeo Arena in northern Queensland for a second time, from September 30 to Oct 2.

The festival’s tie-in with tourism was a given right from the start.

Drawing a core age group of 40 to 45, festival director James Dein of promoter Sound Australia told TMN  it generated $2.5 million to $3 million in tourism dollars, with patrons revealing plans to holiday in Cairns, Port Douglas, the Great Barrier Reef and rainforests before and after.

Dein expects the festival’s tourism draw to grow this year.

Initially, when it put tickets for sale, buyers were from all over Australia. But as the pandemic worsened, they pulled out and the crowd was mostly from Queensland.

Financial support allows Savannah In The Round to pull a 2022 bill with Brad Paisley and a 30-strong bill aiming at a wider age group and with a broader music appreciation, with Adam Brand, Vanessa Amorosi, The Waifs, Darlinghurst, Shannon Noll, Jon Stevens and Tex Perkins.

Good Times rescheduled to February 12 and 13 in Tocumwal, NSW on the banks of the Murray, as part of a tourism draw to the ravaged region.

The delay meant it could get two Teskeys, Josh & Ash Grunwald with Sam with his live band.

Other acts include Cash Savage & The Last Drinks, Emma Donovan & The Putbacks and Benny Walker with more to be announced.

In November 2021, the South Australian government released its Arts & Cultural Tourism Strategy 2025 which tied festivals and tourism.

SA premier Steven Marshall said arts and cultural tourism generates significant economic and social benefits to the state and the industry-led and endorsed Strategy would help grow the sector to $1.4 billion by 2025.

In its first year, Illuminate Adelaide 2021 drew 500,000 attendees and generated $30.9 million gross economic activity to SA’s economy, despite multiple weather cancellations and mandated lockdowns.