Gather Round festival is kicking off its fourth annual event this weekend, with South Australia set to host several allied events around the nine games of footy.

Starting in 2023, South Australia beat out New South Wales to secure the festival, which brought in an estimated 86 million into the local economy, and more than 115,000 passengers through Adelaide Airport (the highest numbers post-COVID) to take part in the festivities.

It also acts as a clear case of how government (and government leaders like Premier Peter Malinauskas) can drive cultural change through strategic, place-defining decisions.

When thinking about leaders who have shaped the state, and in some cases the nation, into what it is today, Don Dunstan is chief among them. As Premier of South Australia in the late 60s and the bulk of the 70s, Dunstan was seen as “the architect of a new kind of Australian society” and a trailblazer of reform.

Dunstan pioneered Aboriginal land rights, abolished the death penalty, supported women’s rights, relaxed censorship and drinking laws and decriminalised homosexuality, in turn manifesting South Australia as a leader in the nation.

South Australia earned its moniker as the “festival state” largely due to Dunstan’s push to make Adelaide a hub for the arts and culture, with the opening of the Adelaide Festival Centre in 1973. His impact and legacy are still felt daily in how South Australians define themselves and the state.

Malinauskas has previously drawn comparisons to Dunstan, with Graham Cornes, former AFL player, coach and long-time commercial radio host, noting their shared drive and charisma in an article for the Sydney Morning Herald upon the Premier’s recent re-election.

In the article, Cornes remarked, “Occasionally, politicians with great charisma arrive, and he just happens to be one of those. His personality and, indeed, his character override his political leanings. It’s very hard not to like him.”

While Dunstan’s focus can be surmised as the arts, social justice, and progression, Malinauskas is focusing his second term on education, industry, health and state promotion through major sports events like Gather Round, LIV Golf, and the return of the MotoGP.

His aim, according to the Sydney Morning Herald’s National Correspondent, Rob Harris, is “recasting South Australia as confident, outward-looking and willing to compete.”

Malinauskas and AFL chief executive Andrew Dillon are currently in talks about South Australia extending our hosting duties past 2026 for the event, with Dillon recently saying, “Gather Round is unique … it works really well in Adelaide.”

Part of what makes South Australia uniquely poised to host the event is the proximity to, and activation around Gather Round, not just in the CBD (where Adelaide Oval sits), but also in the Barossa and Norwood (where smaller playing grounds exist). The festival makes the best of our reputation in food and wine, with the return of the Norwood Food and Wine festival, as well as winery activations, art gallery exhibitions, and nature activities.

If there is one thing that South Australia is good at (and proud to represent) is our ability to activate the whole city and surrounding areas for a festival. Accessibility, size, and layout are key strengths that make cultural events like Mad March possible.

In our 20+ years in existence, we have worked with the state on projects across key departments, including Education, Health, Premier and Cabinet, Transport and Infrastructure, Environment, and arts and culture. In fact the South Australian Government was our first ever client.

We have assisted multiple leaders in realising the vision for the state through several significant projects that are designed to influence behaviour, track community need, inform policy, and foster innovation.

Market research has always been, and will always be a core component of the work of government in shaping place, and serving the community.