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New music festival a part of Bloom spring tourism campaign

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A two-day international music festival in city parklands is among a range of new and existing springtime events – including the Royal Adelaide Show and Christmas Pageant – to be marketed under a new state tourism campaign called “Bloom”.

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The government and SA Tourism Commission this morning launched the campaign, bringing a variety of events from September to November under a single marketing umbrella.

While longstanding events such as the Show, Pageant, Bay to Birdwood and OzAsia are included, some other existing events have been expanded, while some new events were announced today.

The biggest new event is Harvest Rock, billed as a “music, food and wine experience” and organised by Secret Sounds, owners of the Falls and Splendour in the Grass festivals.

While no venue was announced, Secret Sounds CEO Jessica Ducrou said the group “can’t wait to bring the city parklands to life”.

“We’re thrilled to be working with the South Australian Government and the South Australian Tourism Commission to deliver an exciting new destination festival for Adelaide in spring 2022,” she said.

“Harvest Rock will be an event with a variety of experience levels, offering patrons the chance to see some of the most iconic international artists from abroad and of course the very best from Australia, while sampling the state’s nationally renowned food, produce and wine. It’s a match made in festival heaven.”

Adelaide Oval’s Village Green will host The Ultimate Event this October, a seated concert featuring Anthony Warlow, Kate Cerebrano and David Campbell with a band and 50-piece orchestra.

A two-day preview of a new art, food and wine program called Barossa Contemporary will be showcased at venues in Seppeltsfield, Tanunda, Angaston and Nuriootpa in October, with a 200-event program scheduled for next year.

“Barossa Contemporary is a bold statement about resilience, creativity and originality,” said organiser Zac Tyler.

“It will blend the Barossa’s current identity as a breeding ground for artisanal food and wine with thought-provoking experiences that will challenge and excite people’s perception of the region.”

Indigenous art festival Tarnanthi at Art Gallery SA is also included in Bloom along with Feast Festival, OzAsia and Cheesefest, while IMMERSE, at Light ADL in Light Square, promises “spectacular virtual worlds filled with light and music”.

A round of the Australian Superbike Championship at Tailem Bend in September is also included in the campaign, as is car festival the Adelaide Rally.

The government said the rally would resurrect the Gouger St street party and end with a finale in the East End, while adding “a new Adelaide Tourist Trophy category offering up to $20,000 in prize money” to attract more entrants and interstate visitors.

Premier Steven Marshall said the Bloom campaign “will boost visitation and spending across Adelaide and into regional SA at a key time of the year”.

“Our city is known for its summer of sport, the Mad March festival season and winter attractions such as the Adelaide Cabaret and new major event Illuminate Adelaide – now it’s time for spring to shine,” he said.

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