Property Australia

Bringing back Brisbane’s buzz

Karen Jamal Karen Jamal May 25, 2021

A new Property Council campaign promises to give people hundreds of reasons to return to Brisbane’s city centre, with live music, cultural activities, prizes and freebies just the beginning.

  Three key takeaways

  • The Property Council and Brisbane City Council launched Fridays in the City last week, with activations each week until 25 June
  • The campaign aims to address the lack of foot traffic in the city centre on Fridays – traditionally the day CBD workers spent the most money on retail and hospitality
  • Friday’s launch event featured prizes, competitions and performance artists, as well as a host of dynamic speakers.

 

Fridays in the City aims to break habits formed during the COVID-19 pandemic, says Jen Williams, the Property Council’s incoming executive director in Queensland.

Pedestrian movement along Queen Street Mall is down by 35-40 per cent on pre-pandemic levels, according to Brisbane City Council, while office occupancy in Brisbane’s CBD has hovered at the 63 per cent mark since Christmas.

“Office occupancy data tells us that people tend to opt to work from home on Mondays and Fridays – which means the CBD is noticeably quieter than during the middle of the week,” Williams says.

“Everyone knows that Friday is the best day of the working week. People are more relaxed, and workers are more likely to go shopping, knock off early for a drink, or meet up with friends for dinner at a restaurant after work.

“This campaign will give workers hundreds of reasons to come back into the city on a Friday,” Williams adds.

Commercial landlords representing around 40 per cent of Brisbane’s office space are contributing to the campaign, as well retail centres including the Myer Centre and MacArthur Central.

Dexus owns eight office buildings in Brisbane, including Waterfront Place at 1 Eagle Street and 480 Queen Street, and is offering a host of lobby activations, including mini putt-putt, table tennis and tarot reading.

“Customers will be able to enjoy happy hours, attend painting classes while enjoying a glass of wine, visit psychics and tarot card readers which all provides a great reason to visit the CBD on a Friday,” says Dexus general manager for Queensland, Matthew Miller.

Brisbane's Wintergarden, owned by ISPT, is partnering with Queen Street Mall neighbours to offer everything from free donuts and coffees to fashion styling. A massive $20,000 in Wintergarden gift cards are being given away to lucky customers.

Wilson Parking and Neuron Scooters have come to the party and oOh! Media has boosted the campaign’s reach with $600,000 of advertising throughout CBD lifts, lobbies, and cafés.

The campaign follows the launch of the Property Council’s ‘playbook’ for CBD revival in March. Reimagining our economic powerhouses provides a range of solutions to transform CBDs into central experience districts, including campaigns like Fridays in the City.

“Friday is the best day of the working week and Fridays in the City celebrates all the great reasons to work in the Brisbane CBD while adding extra incentives to lure city-based workers back to the office,” says Brisbane Lord Mayor Adrian Schrinner.

“Through a swathe of good deals and exciting activations, we want to revitalise office occupancy which in turn will pump more momentum back in Brisbane’s CBD retail and hospitality businesses.

“Over the next six weeks, I encourage workers to grab their mates and make the most of everything on offer – whether it’s a free morning coffee, a lunchtime fitness class or knock-off drinks and dinner.”

To discover the Brisbane CBD buildings and businesses participating in Fridays in the City, visit the official campaign website.

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Tags: CITIES