Gather Round

Rundle Mall in collaboration with the AFL, worked together to host the ‘Ball in the Mall’ Mini Live Site for Gather Round and create a hub of activity and entertainment from Wednesday 8 April to Sunday 12 April. By incorporating football-themed activations, live entertainment, extended retail hours, and immersive fan experiences, the event sought to capitalize on the increased visitation during this key sporting event, attract diverse audiences, and boost foot traffic to the Mall.

Event Overview

The Gather Round ‘Ball in the Mall’ Live Site in Rundle Mall offered a dynamic mix of activities and retail engagement, including:

• Interactive games and activities
• Inflatable football installations
• Pop-up experiences and activations

Rundle Mall supported Gather Round with the addition of:

• Extended shopping hours
• Retailer engagement

The event brought a football atmosphere to the heart of Adelaide, engaging fans and visitors, and positioning Rundle Mall as a major destination for AFL fans, while encouraging shopping and dining in the precinct.

Key Event Features

• Rundle Mall Dressing (23 March – 12 April)

Gather Round branding was displayed across key points in the precinct to immerse visitors in the AFL spirit:

* Branded banners were installed at the King William Street and Pulteney Street entrances, and at the Gawler Place Canopy.

* Branded decals were placed across 8 key areas in Rundle Mall.

* Branded corflute signage was placed around light poles along King William Street, between North Terrace and Grenfell Street

* Two large AFL branded totems were installed at the East entrance to the Mall, creating an exciting entry experience for visitors.

• Giant Inflatable Sherrin Football (2 – 12 April)

The 10-meter Inflatable Sherrin Football installation at the Gawler Place intersection attracted significant attention, providing visitors with a memorable photo opportunity. Its placement helped increase foot traffic and social media engagement.

• The Official AFL ‘Ball in the Mall’ Mini Live Site (8 – 12 April):

The mini live site became a hub for AFL fans with:

* The Trick Shot Arena

* Styling Bar

* Games Arcade, which included popular games such as NBA Jam, Pac Man, Virtual Pinball and a Claw Machine

* Live DJ

* AFL player appearances from various teams, which attracted fans and provided opportunities to meet their favourite players.

• The AFL Store Pop Up Merch Shop (8 – 12 April)

Visitors could get their hands on all of the latest supporter wear and exclusive lines that weren’t able to be found anywhere else.

• Chemist Warehouse x Liquid IV Sampling Activation (8- 12 April)

In collaboration with Chemist Warehouse, Liquid IV sampling encouraged hydration and recovery for visitors.

• Port Power/MG Grip Test Challenge (9 -12 April)

Visitors could test their grip skills in the MG interactive grip test competition, with a range of prizes on offer for winners and record beaters and to also go in to the draw to win a brand new MG car valued at $40,000.

• Coles Footy Flips (9 – 12 April)

Visitors were invited to come down to the Coles Footy Flips activation and turn over three football cards for their chance to win one of hundreds of prizes that were on offer.

• Shane Warne Legacy Health Check Stations (9 – 12 April)

Visitors were invited to get a free Shane Warne Legacy Health Check to better understand their heart disease and diabetes risk factors. The self-serve digital health checks included blood pressure, body composition, heart rate, diabetes risk and more.

• Farmer’s Union Iced Coffee Pop Up (9 – 12 April)

South Australia’s most loved iced coffee took over Rundle Mall with their chill zone. They celebrated the iconic beverage with exclusive merch, meet and greets and of course, the state’s favourite milk.

• Vili’s Family Bakery Pop Up (8 – 11 April)

Visitors were invited to visit the Vili’s Pie Cart to try their brand new flavour of their iconic pies – Smokey BBQ Brisket. They were also encouraged to try their luck with their handball competition to score some of their ultimate giveaways.

• City of Adelaide UPark Promotion (8 – 12 April)

UPark bought the fun to Gather Round with a handball activation where visitors could sink a handball through the giant U shaped target and go in to the draw to win a $300 AFL Store Gift Voucher.

• Extended Retail Hours (11 April)

Rundle Mall extended trading hours until 6pm on Saturday 11 April, providing visitors with additional time to shop and explore the precinct after participating in Gather Round events.

Results

Gather Round in Rundle Mall successfully transformed the Precinct into a hub of footy excitement and community engagement. With well-executed activations, extended retail hours, and strategic partnerships, the event drove high foot traffic and brand engagement. The event reinforced Rundle Mall’s role as a key destination for major events, while providing valuable insights for future activations regarding capacity and activation placement.