To capitalise on this new trend, the City of Melbourne's Night-Time expert committee have made a number of recommendations to the City of Melbourne and the Victorian Government.
They have recommended extended opening hours, increased activations and a new marketing campaign to keep more people in the city after work.
Representatives from across Melbourne's night time industries want a specific focus on Melbourne as a 'twilight' city – including ministerial responsibility and engagement with the night-time economy.
Maximising this lucrative time slot will support local businesses across the entertainment, arts and retail sectors and will give workers and visitors more reasons to enjoy the city at the end of the day.
Prior to COVID-19, Melbourne was Australia's fastest growing night time economy – generating $3.5 billion every year and supporting 31,000 jobs.
The City of Melbourne is the state's premier centre for music, theatre, the arts, events and tourism – and the only place to redeem a range of vouchers like Midweek Melbourne Money.
Established in 2021, the expert group has already kicked goals for the city including the design of the Melbourne Money program, supporting Project Night Justice and advocating for the introduction of a health pass system to reopen venues sooner.
The latest recommendations will be considered by Councillors at the Tuesday 15 March 2022 Future Melbourne Committee meeting and shared with the Victorian Government.
Quotes attributable to Lord Mayor Sally Capp
"Melbourne really is a magical place after dark – and unlike Sydney, our nightlife is part of our identity and what attracts people into the city."
"The Committee has done a tremendous job in collaborating and recommending solutions to boost our twilight economy. We look forward to considering new ways of supporting businesses who operate around the clock – and backing the thousands of jobs they create."
"With Moomba, the Melbourne International Comedy Festival and the Grand Prix coming up, it's the perfect time to ensure more people can enjoy our city day or night."
Quotes attributable to City Activation portfolio lead Councillor Roshena Campbell
"Now more than ever we want to make it as easy as possible for Melburnians to start and grow a business so we can bring our economy roaring back."
"Cutting the red tape that strangles new businesses and new ideas has to be a priority so Melbourne can thrive again."