04.02.2021Let’s Melbourne Again, let’s theatre

In April 2020, pre-COVID-19, we were celebrating the value of our unique East End theatres and their $700 million contribution to the Victorian economy, and the creation of over 3000 jobs.

Melbourne was a world class theatre capital, showcasing two world class shows, Harry Potter and the Cursed Child and Come From Away, to sell out theatres until COVID-19 shut their doors.

Over 45 weeks later, tickets are back on sale and the curtains are rising. Through the work of our Road to Recovery Taskforce we are seeing a unique collaboration between Melbourne’s theatres, hotels and destination marketing agencies, City of Melbourne and Herald Sun as part of our Let’s Melbourne Again campaign.

The Let’s Melbourne Again campaign saw a CfM working group established in January with support from theatre producers, Marriner Group, Clemenger Group, the Victorian Tourism Industry Council, Australian Accommodation Association, City of Melbourne and Herald and Weekly Times to explore how Melbourne hotels, theatre producers and destination marketing agencies could collaborate to increase awareness and visitation to Melbourne, celebrating the reopening of our unique, Melbourne theatre experiences.

Currently Melbourne is the only city in the world where you can again see world class theatre and this is a compelling reason to come into the City for a night of theatre and accommodation short break.

Partnerships were needed to get the message out.

A series of workshops identified a unique opportunity to offer these truly unique world class theatre and accommodation package experiences to:

  • Returning city workers
  • Melburnians interested in a city staycation with hotel and theatre experiences
  • A unique offer for our 1.6 million regional Victorians to have a short break in Melbourne, with the best international theatre offering in the world
  • Understand the COVID-19 prepared experiences of the Princess and Comedy theatres.

While regional tourism is rebounding in Victoria, the reality is that our city hotels have the worst occupancy levels in the country as major events, business events and interstate travel have been decimated.

It has been exciting to see the theatre producers, hotels, marketing agencies and media partners work together to develop a Let’s Theatre campaign with a unique series of offers to stimulate our visitor economy and night time economy.

With both shows now back on sale, the East end of Melbourne is getting its swagger back and nightly sell out performances will help bring Melbourne back to life.

Producers of Harry Potter and the Cursed Child, Sonia Friedman, Colin Callender, and Michael Cassel said:

“We would like to extend our heartfelt thanks to all Victorians and the State Government for their commitment during these extraordinary times, and for allowing us to safely return. We are thrilled to congratulate Melbourne as the first city in the world to re-open Harry Potter and the Cursed Child and extend a special thank you to our loyal audiences who have stuck with us. On behalf of everyone in the Harry Potter and the Cursed Child company, we can’t wait to welcome you back.”

Marriner Group CEO Jason Marriner added:

“The health and safety of our audiences are paramount and we can assure everyone entering our theatre doors that the utmost care and detail has gone into making the theatre-going experience safe. We very much look forward to welcoming you back.”

Click here for information on the shows and information for CFM members.

For more information on the work of our Road to Recovery Taskforce and Visitor Economy Reference Group please contact us.

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