With 15% of the Westfield Garden City customer falling into an Asian demographic, acknowledging and partnering with the community was the natural next step towards growing and strengthening those relationships. One massive festival drawing more than 5000 customers to the restaurant precinct was delivered in line with Chinese New Year, aligning with the brand strategy to position Garden City as the best dining destination on the south side of Brisbane.
The festival included:
- - Traditional Chinese Lion Dancing
- - Fireworks
- - High impact entertainment including stilt walkers and fire twirlers
- - DJ sets
- - Food deals from 18+ restaurants
Results:
- - An increase in visitation to the restaurant precinct by 17% YoY
- - An increase in sales to restaurants during course of the festival an average of 10% YoY
- - An increase of traffic to the Garden City event website by more than 20% against benchmark