CITY OF ADELAIDE MARKET TESTING OF NYE IN THE CITY - JUNE 2021 I 11904 - Adelaide City Council
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CITY OF ADELAIDE
MARKET TESTING OF NYE IN THE CITY
JUNE 2021 I 11904
Contents Page
Insights Summary 3
Background & Methodology 7
The Essence of New Years Eve 8
Understanding Feelings and Expectations 10
Fireworks Versus Laser Show 11
The Ideal New Years Eve Event 14
Barriers and Enablers to Attend Events in the City 28
Research and Planning 24
Group Dynamics 27
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 2
INSIGHTS
SUMMARY
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 3
Insights Summary
NYE IS ABOUT SPENDING TIME WITH YOUNG FAMILIES PLANNED MORE SO FIREWORKS ARE EXPECTED ON NYE VARYING NEEDS FOR AN IDEAL NYE
FRIENDS AND/OR FAMILY THAN OTHERS
While young people were less Everyone wanted easy access into the
All groups agreed that NYE is about Young families tend to plan NYE concerned about seeing fireworks, City, less crowds and a designated area
spending time with others. For young months ahead. This gives enough time there was an expectation among young to celebrate. However, how this
families this was organising events for to coordinate an event and with other families and older families/couples. translates varied for each group. Less
the kids and with friends/family who also family/friends. While young people and Some environmental concerns were crowds for young families and older
have kids. While for older older families/couples would usually raised about fireworks, however, they families/couples meant being away
families/couples and specifically young plan weeks, and in some cases days are viewed as difficult to replace. Laser from drunk people, while, the young
people it was about spending time with before. This planning always revolved shows seemed uneventful in group wanted to be far away from
friends – other holidays were reserved around what friends were doing and if comparison and unable to replicate the families. A designated area for young
for family. There is always some kind of events were ticketed they would plan in sensory experience of fireworks. families and older families/couples
celebration, usually involving alcohol advance. meant a space to sit, listen to music
and food. and eat/drink with friends/kids, while,
young people wanted a space
reminiscent of a music festival.
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 4
Insights Summary
WILLING TO PAY FOR ADDED VALUE LOCATION, CROWDS AND TRANSPORT SOCIAL MEDIA AND PRINT ADS TO
ARE BARRIERS REACH ALL DEMOGRAPHICS
All groups were willing to pay if there
was added value – charging for a The location of the event can be a Young people/families often referenced
previously free event would deter barrier for all. It needs to be central – Facebook and Instagram as a source to
people. For young families, added value some suggested closing down Rundle find events. While young families and
would be entertainment for the kids. Street. Limiting the amount of people older families/couples were likely to
Young people wanted live music and was a concern, specifically for young use print ads (e.g. newspaper), event
food trucks to see the night into the families as they would find it hard to guides and past experience to learn
early morning. While older wait in big lines with children and about and/or plan NYE.
families/couples wanted access to wanted to ensure their safety. Finally,
dinner, seating and music. All would finding a way to and from the event
pay for a ticketed event if it meant less and/or parking was of universal
crowds. concern.
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 5
Way Forward
Separate events for young people and older/young families 5am). However, if there is nothing offered in the city past a certain time it
forces everyone to leave causing issues with accessing transportation home or
Having one event for all was an issue for all three groups. The young people did to other events. Having multiple events with differing end times would help
not want to be around young children/families, while older families/couples avoid the congestion of traffic and lack of transport options available.
and young families did not want to be around (drunk) young people. There was
discussion about having one event with separate areas for different Utilise multiple platforms for a wide reach
demographics or different start times e.g. earlier for families and later for
young people), however, this may not be feasible or an efficient use of Social media, e.g. Facebook and Instagram, is an effective way to reach young
resources. Two separate offerings, a festival for young people and a space (e.g. people and young families. While advertising events using outdoor (bus stops)
the East End) for people wanting to sit, eat, drink and enjoy each others and print ads (newspaper) will communicate with all, although primarily older
company, would satisfy the needs of all. families/couples.
NYE must have fireworks Charge for events
While young people just want something to mark the end of the year, young The council can charge for a NYE event as long as there is perceived added
families and older families/couples see fireworks as a must. They are exciting value. People want fireworks, but they are not willing to pay for this. They are
for the children and a tradition for all. Replacing them with lasers was not however willing to pay for drink packages, live music, food options, security and
received well, however, complementing the fireworks with a laser show could less crowds.
be a way to introduce them as a (new) NYE experience.
Different finish times for events
Young families and older couples/families are wanting to finish their night
earlier than the young people who want to celebrate into the early hours (up to
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 6
Background & Methodology
BACKGROUND
This research aims to understand the factors driving decision making on how to spend New Years Eve (NYE). The objective is to identify opportunities for City of
Adelaide to attract people to NYE events in the City and Elder Park.
A total of three focus groups took place in McGregor Tan’s facilities between the 24th and 26th of May 2021:
METHODOLOGY
Group 1 – Young Families (24th May, 5:45pm): 9 participants
Mix of age and gender
Family structure: Family with youngest child 12 years and under; Family with youngest
child 4 years and under
Group 2 – Young People (24th March, 7:15pm): 9 participants
Mix age and gender
Family structure: Adult living at home; Young couple no children; Young, single, living
alone or sharing accommodation with friends
Group 3 – Older families or Couples (26th May, 7:15pm): 9 participants
Mix of age and gender
Family structure: Older couple OR single with no children in household; Family with
teenager/adult living at home
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 7
THE ESSENCE OF
NEW YEARS EVE
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 8
NYE events are about family, friendships and fireworks.
I think NYE is a bit different. I do something for the kids because they
GROUP 1: Young Families quite like to go out and it is easy where we are but home and bed early.
NYE was about fireworks and family. Participants attended NYE events in Elder
For me, I want to make memories with the kids and say, ‘’okay we used
Park, Glenelg, Brighton, and Semaphore.
to do this every year like a tradition’’ and then later on I can prove with
Decision-making revolved around their children, and they wanted to ensure that photos and say, ‘’I took you to these things’’. It is a tradition and even at
NYE events were not only safe and family-friendly, but with a range of activities, my place, birthdays putting streamers on the chair and that is the
facilities and food options for the family as a whole. Adequate toilets and birthday chair, something my wife brought in. So now the kids, here is
parents room were important. the birthday chair and that sort of stuff and memories.
We usually go to a community event and the NYE we are talking about; we
GROUP 2: Young People went to Semaphore to see the fireworks.
NYE was all about celebrating with friends. Participants attended NYE events in
the City, house parties, and some spent NYE with friends in the regions. I had a house party and that started in the arvo and went through the night
and there was fireworks down at the area near where I was out west.
There was a strong appetite for a NYE festival, rather than event. Participants
wanted to celebrate the arrival of the New Year in an authentic Adelaide style,
Started out with house party at a mate’s place and around 4 o’clock
with festivals offering food and drink experiences until the early morning.
midafternoon and 9 or 9.30 we headed into town, into the city and my
cousin’s bar and pub.
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 9
NYE Events are about family, friendships and fireworks.
GROUP 3: Older families or Couples
I think the things that stands out with NYE it is a time you can spend with
This group kept up with events in the City and enjoyed attending NYE events all your family and friends because you are all celebrating a common theme
over Adelaide, and especially at Elder Park. NYE was a time to share with and it is a time to reflect and let your hair down and it is just that and to
friends, partners or adult children, and a great opportunity to create fond kick back and relax and see the year out with people around, special
memories. people around is how I see it.
Probably what we normally do, dinner with friends and depends what
goes on at Elder Park and probably a bar afterwards and if fireworks
head down there.
We spent the evening with close friends at Anning Square and bought our
Eskys and food and enjoyed the night and saw the fireworks at
Semaphore and up at Glenelg.
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 10FIREWORKS
VERSUS LASER
SHOW
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 11Young families prefer fireworks, while young people could take them or leave
them.
GROUP 1: Young Families How good is the light show? Singaporean ones they have amazing stuff
in Singapore and it almost looks like some hologram type stuff, it is
For young families, it was important that there were fireworks for the kids. phenomenally good.
There was some concern around the environmental impact of them and
therefore they were not completely opposed to the idea of lightshow. However, I think NYE we have to see the fireworks on NYE. The kids love it. It is
fireworks were still synonymous with NYE and any laser show would have to be like the only time of the year that we get to see fireworks really.
spectacular, most likely synchronised with music, to ever replace them.
I am still saying fireworks, if there is crowds and all things around,
trying to find a spot and see a vantage point, no matter how many
screens you have, as opposed to looking up in the air and go.
GROUP 2: Young People
Maybe anticlimactic without any fireworks.
For young people there was nostalgia around fireworks but they were
ambivalent to whether they are needed. The most important thing for this group
Not that important [fireworks], it is just what happens. Everyone
was that there was some event to mark the end of the year but that this fit into
watches it.
the night and did not mark the end of the festivities.
I am not sure how important fireworks are. I am not that concerned if it
was a light show potentially as long as it was something spectacular
and something to music.
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 12For older families or couples fireworks are a must have.
GROUP 3: Older families or Couples
It is not the same. I have lived in Hong Kong and 8 o’clock every night
Fireworks were not substitutable for this group. While there is a novelty around there was a laser show on the harbour with music, but it is nothing like
a laser show, it could not replace the sensory experience of fireworks e.g. the the fireworks. It is good, it is entertaining.
smell, the sound, the visual and the feeling. If lasers were to be introduced they
would have to complement the fireworks. There were some environmental
concerns, however, removing the fireworks would take away the essence of NYE Fireworks encapsulates all the senses, you have vision, you hear the
and would make Adelaide seem uneventful compared to other cities e.g. Sydney. fireworks go off, you can see the smoke and you can smell the smoke
so it capsulates all the senses.
If we are going to compete in the world as a livable appealing city we
need to have fireworks because every other city.
Last year is a good example because we didn’t have fireworks because
of Covid and when I left work we still had people walking out and just
getting on the bus and no one sticking around afterwards.
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 13THE IDEAL NEW
YEARS EVE
EVENT
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 14Make it easy for parents.
I will probably say that the parking biggest thing because parking is
always a bit of a mission in the city I find. I go to the city at night
GROUP 1: Young Families sometimes and I am not really into massive crowds so if there is too
much people, I probably steer clear of that.
The key priority for young families was to attend events that they could enjoy as
a family: as parents, they wanted facilities, activities and experiences that make
it easy for them to bring their children along to. Age appropriate activities, a I think because we need to be conscious of the interests and
safe environment, easy access by public transport, and availability of food,
preferences of our child so if there is stuff that is focused on adults, I
am thinking that Royal Crochet Club being in Victoria Square e.g. we
parents room, and toilets that can be accessed with children by either parent
probably wouldn't go there because it is booze and at night and when I
(i.e., not gendered) were deemed important. was young, I was into that stuff but not now.
NYE was perceived as a special time of the year, a time to share with the family
that creates lifetime memories, especially for the children. Fireworks were Transport and access to toilets and is a factor.
strongly associated with NYE, and with childhood memories. Any substitution
would need to be spectacular (and perceived to be costly!) in order to work, as
parents wanted their children to have the same happy memories. The convenience of it. If you don’t make it easy, I will just do something
that is easy for me. I am tired at the end of the day, you want me to
stay up past normal, it has got to be good.
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 15A festival in true Adelaide spirit for young adults.
Definitely, post side needs more attention. Every Uber is taken, you
GROUP 2: Young People are walking for miles trying to figure out how you are going to get
home.
This group felt that there were not many events that were targeted at their
demographic, and wanted NYE events that lasted well into the early morning (up
to 5am). They felt that a bigger event, or even a festival, would help consolidate I think your gates open concept from 8pm and kick off is 10pm to
the image of Adelaide (beyond SA) as the cosmopolitan and multicultural city 12am and keep going. 12 o'clock is your big woo but 1 o'clock still has
that Adelaideans know. another headliner and you are still sitting around, and you want to
stay there not be, 'well we are stuck here’.
Participants wanted a well marketed NYE event or festival targeting adults with
no children. Good music, good food and excellent beverages were all part of the
mix to create a great festival experience that showcases the true spirit of
Adelaide. Drink concept. Like wrist band would get you a drink from the 5
different bars that are around, a concept as opposed to here are the
An adult event following a family friendly event, or even in a separate location in bars. Obviously to keep drinking is the thing.
the East end was suggested. A safe environment to experience food and drinks
with friends and separated from young families would be the ideal way to spend
I like the idea of after your midnight countdown fireworks there is a
NYE for this group.
shift as well and it is not just we will pause the event, do the
countdown, and the fireworks and then resume the segment. Having
a shift of different atmosphere so that those people who do just want
to head home straight after midnight, they get the feeling of leaving a
distinct event as well.
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 16Food and Fireworks for older Adelaideans.
Group 3: Older families or Couples
Certainly a meal out with friends in the city and then hopefully there will
This group enjoyed celebrating NYE with loved ones. A meal and fireworks were
a must. be fireworks and maybe listen to some music.
The main expectations that were identified for NYE events in the City included:
• Fireworks (absolute must-have for this group) Have music and dancing and I am the older age group likes to get out
• Ability to move easily between events or venues on the night and have a few beers as long as you can get home safely after. Have
• To have a good meal at a restaurant or pub the fireworks, everyone loves fireworks. Light up like they used to do in
• Good music, live music is preferred
North Terrace and buildings and lights on the windows, laser.
• Opportunity to celebrate with other people without needing to interact with
them directly
• Well-organised events Can get all dressed up and have lovely dinner and entertainment and
have the countdown and music and excitement and everything is all
there in one hit.
I wouldn't mind a long table with food and drink, food and wine at the
beach, watch the sunset, music, lighting and fairy lights and obviously
fireworks at the end.
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 17Participants are happy to pay for a great NYE.
Only barriers I think would be cost and value for money. You do look for
the free events, and if there is a cost attached you obviously think it is
going to be a bit better, so you have to make sure it is the value for
NYE is an exciting time of the year, and participants were happy to pay to
money. Young families
ensure they attend a memorable event, as long as there remains a free option
available. Ticketed events were welcomed by parents if they ensure a safe, easy
environment to enjoy with the kids, with facilities for the children including Half the fun is budgeting for that post firework stuff, the unplanned
parents room, plenty of toilet facilities, and facilities for those with special spontaneous stuff. You go in and the pre fireworks is actually the pres
needs. A sensory room for kids on the spectrum was suggested. to the celebration of the night. Young People
Young people were eager to have a “Fringe” or “Womad-style” festival, and they
were willing to pay for it. NYE is a special night, and participants were open to Some nightclubs do events, whether it’s like 2KW or Electra House.
splash-out on the night if there was a good opportunity to welcome the year Maybe if there are a few more vents like that, where there are people
with a fun, memorable festival targeting those 18 and over. Older people playing there and it is a ticketed event. Young people
preferred to attend free events.
While people are willing to pay, there needs to be added value e.g. less crowds, If it has been free for all these years and say, ‘we are going to charge
access to entertainment, shorter lines. Simply putting a price tag on that which you $10 fee to get in’, what are we getting then. Older families or
was previously free will upset people. couples
I would pay that money if you got a lot for your money rather than
justling through crowds and trying to find something to eat. Older
families or couples.
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 18The ideal NYE event.
Young families Young people Older people
• Be safe and well organised • Live music • Lighting up the entire City to encourage people
• Feel like the Garden of Unearthly Delights • Festival setup and atmosphere to walk through the streets.
(atmosphere) • Entertainment • Getting the restaurants to put more tables and
• Have plenty of toilet facilities: parents do not • Drinks packages chairs on the outside.
want to queue • Wide variety of drinks • Live music at different venues and events.
• Offer easy access to toilets, water and food • Drink concept (allows you to get a drink from, • Setup spaces in the city to watch the fireworks
• Ensure variety of activities and dining options for example, 5 different bars) from - rooftops.
• Provide non-gendered parents room and • Food trucks, easy finger food options with no
changing facilities long queues
• Think about children with special needs: easy • An adult-only precinct
access and navigation, and options for those • Timeframe: Ideally the event would start at 8 or
who need to calm down (i.e. sensory room) 9 PM, there would be a count-down to
would be welcome. midnight, and then the event would continue
until 3 – 5 AM.
• Easy access to venue: transport, parking,
ability to move between different events easily.
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 19BARRIERS AND
ENABLERS TO
ATTEND
EVENTS IN THE
CITY
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 20Barriers to attend NYE events in the City and the Fireworks event at Elder
Park.
On the beaches, as well, midnight happens, people milling around for
The barriers for all groups were crowds, transport and parking.
hours beforehand doing nothing waiting for these fireworks and then
For young people, the concern was that the City was tailored for families. they will leave as soon as it is done. Young People
While older families/couples and young families were worried that the crowd
would be too big and that there would be many young drunk people. The line ups for food was a couple of hundred metres long and you just
give up. I think a lot of people did and just left because it just got too
The idea of one holistic event that had two start times for different age groups
big. Young Families
(earlier for families and later for young people) was discussed, however, the
feasibility of this was doubted. It also did not seem reasonable that if people
paid for an event, specifically young families, that they would be expected to If it is overcrowded, I just avoid it. Older families or couples
leave before it ends. This also raised another issue, that is, if everyone is at one
event and there is nothing offered after the fireworks than getting transport
home is difficult. Also, if you are driving in, it is painful when all the traffic control block
the street off, you can’t access certain streets and you have to back up
and so hard, just go home and have a beer. Older families or couples
Every Uber is taken, you are walking for miles trying to figure out how
you are going to get home. Young people
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 21Enablers to attend NYE events in the City and the Fireworks event at Elder
Park.
Enablers for all groups are live music, a designated area to celebrate, a Got to be fireworks, if it is canned everywhere, I will just have to make
selection of food and drinks and something to mark midnight. do but if it is happening somewhere, I will be there. Young Families
While the overarching requirements for each group are similar, how these are
executed differ. Young people want live music, such as a festival with Live music. Entertainment. Drink's package. Selection of drinks.
headliners. They want somewhere in the City to celebrate, as they feel this is Young People
not an option currently. They would also like a drinks and food package offering,
e.g., food trucks/bars, to see the night into the early morning. If you have got young kids everything is in 45-minute increments and
something they have to be attached to and actually have their attention.
Young families and older families/couples also want live music but not in a
Young Families
festival setting. They would like the night to offer different restaurants to sit
down and eat at or short waiting lines for food. Young families would also want
there to be activities for kids while older families/couples are more concerned Wine and food and on the street. Older Families or Couples
with there being space (tables) to spend time with friends.
Also, I haven’t seen for a while, Rundle Street, western side when they
Blocking off the East End was a common theme across all demographics; like
bring all the food, the restaurants bring all their food outside and set up
that currently done during the Fringe. However, young people would want to
and block off that area and just have food and wine and they sell
use this space for different reasons than the other two groups.
different sorts of things, clothing whatever, I haven’t seen that for a
while. Older Families or Couples
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 22Barriers and Enablers to attend NYE events in the City and the Fireworks
event at Elder Park.
BARRIERS ENABLERS
• Crowds • Spending quality time with friends and family
• Public transport and parking • Creating memorable experiences
• Event not targeting their specific needs (i.e. family • Celebrating the arrival of the New Year with loved ones
friendly vs. 18+)
• Fireworks
• Start and end time of the event (too early or too late)
• Ease of transport and access
• Adequate facilities
• Range of things to do
• Perception that there may not be enough to do
(activities, music, food and drinks etc.)
• Perception of fire danger from fireworks
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 23PLANNING &
RESEARCH
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 24Young families need more time to plan around the kids, other groups were
more spontaneous.
My wife usually plans things probably 4 or 5 months prior and you have
to have a schedule with kids. You have to keep them occupied and do
Families tended to take some time to plan for NYE, as they needed to take things and you plan well ahead. My wife takes care of most of that.
into account the needs and expectations of all family members. In this Young Families
regard, some planned well before the events, while others were more
spontaneous.
Late November I’ll write in the group chat “what is the plan for New
For young people, NYE is about celebrating with friends, and hence Year” and then wait for people to respond. Young People
participants would make their plans based on which friends were available
and what their budget allows. Planning and organising would start earlier if
they wanted to do something that would require a bigger budget since they
would need time to ensure that everyone was able to afford to attend an I am pretty last minute, probably one or two weeks before. Young People
event. In general, most would start planning at the beginning of December
and after Christmas.
Couple of weeks beforehand. It is not huge planning, more dramas
When it comes to older participants, this group only made arrangements for
associated with getting everybody together for Christmas. Older
themselves or with their partner. Their planning would be influenced by their
families or couples
travel plans (whether they will be interstate or overseas during the holidays),
family plans (to visit children or grand children), or plans with friends.
Start planning October or November because if you have to get airline
flights it is hard to imagine now that everything has changed. Older
families or couples
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 25Internet and social media to reach younger groups, printed media for older
groups.
For younger groups, Google and social media platforms like Facebook and
Instagram, were popular tools to research what to do in NYE, followed by Advertiser and Adelaide Now usually has some sort of articles saying
newspapers like The Advertiser, Council newsletters, and local publications like what is on NYE. Young families
Weekend Notes and Adelaide. Additionally, word of mouth and radio (Triple J)
also worked to reach younger groups, although some young adults mentioned
that more should be done to market these types of events that are targeted at Just being across different things and actively looking up what is on for
their demographic.
NYE. Sometimes you just see street advertising and street press and
that is going out these days but sometimes you do, walking to and from
Older participants felt their knowledge from previous years, and word of mouth work, stickers or QR codes and what is happening, social media and
was enough to help them decide, although they admitted that printed media just actively looking at what is on these dates and weekend notes.
could be used to reach them. Young families
Or just like people know because they are annual events. The Fringe
has been happening for ever and a day, like the car race. Older families
or couples
Social media, Facebook, Instagram. Young people
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 26GROUP
DYNAMICS
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 27Focus Group Dynamics Group 1 – Young Families 24/05/2021 5:45pm Gender Household structure Event attendance in the last 1-2 years Female Family with youngest child 4 years and under A bar, nightclub or restaurant in the city, A local community event, Brighton for fireworks Female Family with youngest child 4 years and under A bar, nightclub or restaurant in the city, A special event Male Family with youngest child 12 years and under A bar, nightclub or restaurant in the city, Friends or family’s house, A local community event Female Family with youngest child 12 years and under A bar, nightclub or restaurant in the city, A local community event, Elder Park for fireworks Male Family with youngest child 12 years and under Elder Park for fireworks, Brighton for fireworks Male Family with youngest child 12 years and under A local community event, A sporting event, Elder Park for fireworks Male Family with youngest child 12 years and under A bar, nightclub or restaurant in the city, A local community event Male Family with youngest child 12 years and under A local community event, Brighton for fireworks Female Family with youngest child 4 years and under A bar, nightclub or restaurant in the city CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 28
Focus Group Dynamics (cont.)
Group 2 – Young People 24/05/2021 7:15pm
Gender Household structure Event attendance in the last 1-2 years
Female Adult living at home A bar, nightclub or restaurant in the city, Friends or family's house
Female Young couple no children A bar, nightclub or restaurant in the city, A sporting event, Semaphore for fireworks
Female Young couple no children A local community event
A bar, nightclub or restaurant in the city, A sporting event, local community event, Brighton
Male Young, single, living alone or sharing accommodation with friends for fireworks
Male Young, single, living alone or sharing accommodation with friends A special event, Glenelg for fireworks,
Male Adult living at home A bar, nightclub or restaurant in the city, Elder park for fireworks, Semaphore for fireworks
Female Family couple no children A bar, nightclub or restaurant in the city
Male Young couple no children A local community event, Elder Park for fireworks
Male Young, single, living alone or sharing accommodation with friends A bar, nightclub or restaurant in the city, Semaphore for fireworks, stayed at home
CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 29Focus Group Dynamics (cont.) Group 3 – Older Families or Couples 26/05/2021 7:15pm Gender Household structure Event attendance in the last 1-2 years Female Older couple OR single with no children in household A local community event, Elder Park for fireworks, A sporting event Female Older couple OR single with no children in household A bar, nightclub or restaurant in the city Female Older couple OR single with no children in household A bar, nightclub or restaurant in the city, A local community event Male Family with teenager/adult living at home A bar, nightclub or restaurant in the city, Elder Park for fireworks Male Older couple OR single with no children in household Elder Park for fireworks, A sporting event Female Family with teenager/adult living at home A bar, nightclub or restaurant in the city, Glenelg for fireworks Male Family with teenager/adult living at home A local community event Female Older couple OR single with no children in household A sporting event Male Older couple OR single with no children in household A bar, nightclub or restaurant in the city, A local community event CITY OF ADELAIDE|11904 MARKET TESTING OF NYE IN ELDER PARK AND THE CITY JUNE 2021 30
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