Popular Gnomes create $8.5m spending boost for Chatswood CBD

Last modified on 19 October 2022

Independent economic data has revealed Willoughby City Council’s Roaming Gnomes initiative delivered an immediate economic shot in the arm for the Chatswood CBD to help the centre recover from COVID-19.

Chatswood businesses benefitted from an $8.5 million spending boost in May this year, according to Spendmapp figures.

Roaming Gnomes was launched at the Chatswood CBD for the first time from 6-29 May this year and formed part of Council’s Culture Bites program to stimulate economic activity and visitation.

The 23-day event featured 12 giant inflatable gnomes in key public places accompanied with QR codes pointing visitors to food reviews of local restaurants from leading food bloggers.

Visitors who took pictures with all 12 gnomes were able to enter a competition and go in the draw to win a share of $20,000 in prizes. The event included a 3D animation projected on the façade of the Concourse building and musical performances every Friday night.

The initiative is estimated to have drawn an additional 210,000 people to Chatswood in May and provided employment for 28 local musicians and four event management staff.

Each of these visitors, on average, spent $40 and stayed for three hours in the Chatswood CBD.

Willoughby City Mayor Tanya Taylor said the Roaming Gnomes offered Sydneysiders an incentive to discover Chatswood’s point of difference.

“Chatswood is a vibrant place which is always buzzing with excitement with attractions including live music performances, the Mall Markets and retail therapy,” Mayor Taylor said.

“Our Culture Bites program is all about maintaining Chatswood as the cultural heart of the North Shore and capitalising on opportunities to attract theatre, music, art, events and more to the CBD.

“I’m heartened to see the Roaming Gnomes has helped local businesses thrive as we continue to bounce back from the impacts of COVID-19.”

The Roaming Gnomes project was made possible as a result of Council securing $890,000 in NSW Government funding under the CBDs Revitalisation Program.

Photo caption: Willoughby City Mayor Tanya Taylor pictured with one of the 12 popular Roaming Gnomes at Chatswood. Credit: Jacquie Manning