GIANT impact in Canberra

The GIANTS’ first three matches in Canberra in 2013 have attracted nearly 4,000 interstate visitors and contributed almost $1 million to the ACT economy.

A report by Repucom was commissioned by the GIANTS and the ACT Government and released as the GIANTS prepare to play the Prime Minister’s Cup against the Western Bulldogs at StarTrack Oval this Saturday.

Among its key findings:

– The first three GIANTS matches at Star Track Oval attracted a total of 25,968 spectators, of which 15% were interstate visitors.
–  There was $982,011 in direct expenditure into the ACT economy from 3,791 interstate visitors including day visitors.
–  On average each of the nearly 2000 interstate overnight visitors stayed 1.66 nights and spent $236 per day or $391 per visitor.
–  GIANTS matches scored a satisfaction rating of 7.2 out of 10 by respondents.
–  85% of respondents believe GIANTS matches in Canberra enhanced community spirit, pride and enjoyment.
–  95% of interstate visitors indicated they would recommend visiting Canberra to their family and friends while 87% would return to Canberra for another visit.
–  GIANTS Chief Executive David Matthews welcomed the report which he said was a strong endorsement of the GIANTS presence in Canberra.
–  “Not only have the GIANTS brought a genuine, long term AFL presence to Canberra but they have also brought significant economic benefits through tourism and national exposure on television,” he said.
–  “We enjoy being part of this community through our matches but also activities like the Australia Post AFL Community Camps and other work we do in the community getting to know the people of Canberra.

“We consider Canberra to be an integral part of the GIANTS and we are committed to being part of the community as this club continues to grow in the years to come.

“I want to thank the ACT Government for the faith they have shown in the GIANTS but also the people of Canberra for their support and for making us welcome.”

As well as a NAB Cup match against Essendon, the GIANTS have played AFL matches in Canberra this season against the Gold Coast Suns and St Kilda. The match against St Kilda was the first AFL game under lights at Star Track Oval and attracted a record crowd of 11,092.

ACT Minister for Sport and Recreation and Minister for Tourism and Events, Andrew Barr, said the GIANTS continued to be a great addition to the sporting scene in Canberra and the surrounding region.

“I welcome the economic boost the GIANTS matches are providing to the local economy – it is great to see fans travelling from around the region to watch GWS play at StarTrack Oval.

“And with the GIANTS boasting thousands of members based here in the Territory it’s clear that Canberrans are getting behind the team. This is especially evident with the large numbers of orange jumpers, hats and flags on show at StarTrack Oval each time the GIANTS play in Canberra,” he said.

“I’m also delighted that the GIANTS are playing a significant role in boosting interest and participation in Australian Rules in the region. This includes providing pathways to elite football for local juniors, conducting numerous visits to schools and junior clubs, visiting hospitals, and conducting community camps.

“There has been an uplift in participation in junior footy and NAB AFL Auskick since the GIANTS began, which is great for the future of the code and to help children become active and play sport.

“The ACT is also benefiting from the national exposure that is generated by supporting a team that plays in a national competition. The marketing that the ACT receives (notably through Visit Canberra) is evident right around the country given the GIANTS play teams based in all the mainland state capitals along with Geelong and Gold Coast.

“The exposure that Canberra receives at GIANTS matches in Sydney is particularly important, given that Sydney is our biggest tourism market.  All this will only continue to grow in coming years.

“It’s no secret the Giants are having a tough time on the field, but as the young team develops and grows into a team that will challenge for the finals and premiership, the benefits of the ACT Government’s partnership with GWS will continue to increase.”