The Gold Coast is done with being 'the Glitter Strip', so what's next?

The Gold Coast, once known as the Glitter Strip, is rebranding itself away from its reputation as a laid-back beach destination. The city's marketing boss Todd Babiak, who leads Brand Gold Coast, aims to transform the city's image. Babiak drew inspiration from Austin, Texas, which reinvented itself as a tech hub. Austin is famous for events like SXSW, its eccentric public birthday parties for Eeyore, and its unique reputation that attracts creative entrepreneurs.

However, some worry that the Gold Coast, like Austin, might lose its essence in the process. The Gold Coast's well-being lifestyle, as perceived by locals, is seen as a tension among those whose experience goes beyond beaches and theme parks, as it encompasses a positive transformation that impacts their working lives. To attract more lucrative overseas markets such as Vietnam, China, and the United States, Babiak suggests leveraging the city's film industry.

The Gold Coast's film industry, valued at $420 million, produces international blockbusters like Thor, Aquaman, and Elvis. However, many Australian films struggle to find domestic funding, and the intellectual property generated often goes offshore. The city council hopes to tap into the city's creative talent and make domestic films for international audiences, hoping to create ongoing revenue through merchandising and streaming rights.