Four new major events and a motorsport event expanded to the city have been announced as part of a new springtime campaign celebrating music, sport, arts, culture, food and wine.

Springtime in Adelaide looks better than ever, with the State Government and South Australian Tourism Commission today launching Bloom – a new annual collective highlighting the season’s calendar. Bloom will promote South Australian events and festivals held from September to November.

A major international music festival in the CBD – Harvest Rock – and a festival celebrating the Barossa through distinctive arts performances, food and wine – the Barossa Contemporary:Festival for the Curious– will be among headliners in the annual Bloom program.

In its inaugural year Bloom 2021 will include a two-day preview of the Barossa Contemporary at venues in Seppeltsfield, Angaston, Nuriootpa and Tanunda. The first full edition of the Barossa Contemporary will be held in 2022.

A new event at Light ADL throughout November, IMMERSE will take audiences to spectacular virtual worlds filled with wonder and music, without ever having to leave the CBD.

Popular Australian artists Anthony Warlow, Kate Ceberano and David Campbell are confirmed to star in The Ultimate Event a new concert spectacular, fully seated at the Adelaide Oval’s Village Green.

The Bloom collective will also feature an expanded Adelaide Rally showcasing new CBD activations including an East End finale, plus the addition of a new Adelaide Tourist Trophy category offering up to $20,000 in prize money. The new elements are expected to drive both competition entrants and visitors to South Australia.

Bloom 2022 is set to feature Harvest Rock – a music, food and wine experience offering a unique proposition on the Australian music calendar – from the owners of Falls Festival and Splendour in the Grass.

Premier Steven Marshall said the new and expanded events as part of the Bloom spring 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,” Mr Marshall said.

“Springtime is when Adelaide is in full bloom, so it is the perfect time to hold more events, more often. Four new festivals and a whole range of expanded and existing events held through the season from Adelaide to the Barossa and the Riverland – our state’s spring calendar is more exciting than ever.

“Bloom will not only give visitors more reasons to see SA, but importantly, it will create and sustain jobs in our tourism, arts and events industries, as we continue to drive the state’s economic recovery. Adelaide is Australia’s most liveable city, and my message is clear: spring is a sensational time to experience even more events and festivals that help make our state so great.”

Some of the events and festivals featuring as part of Bloom include:

• In Depth: Illuminate Adelaide in Renmark – 17 September-9 October 2021
• Australian Superbike Championship – 24-26 September 2021
• Bay to Birdwood – 26 September 2021
• BarossaContemporary – (new) – 8-9 October 2021 (event preview)
• Tarnanthi – 15 October-30 January 2022
• OzAsia – 21 October-7 November 2021
• The Ultimate Event (new, held in 2021) – 23 October 2021
• CheeseFest – 23-24 October 2021
• IMMERSE(new) – 4-28 November 2021
• Feast Festival – 6-28 November 2021
• National Pharmacies Christmas Pageant – November 2021
• Adelaide Rally (expanded/new to spring) – 25-28 November 2021
• Harvest Rock (new) – November 2022

From November 2022, the new annual two-day Harvest Rock destination music festival from Secret Sounds will be held in Adelaide CBD. Jessica Ducrou, Co-CEO of Secret Sounds can’t wait to bring the city parklands to life.

“We’re thrilled to be working with the South Australian Government and the South AustralianTourism Commission to deliver an exciting new destination festival for Adelaide in spring 2022,” Ms Ducrou 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!”

Barossa Contemporary Co-Founder and Festival Director Zac Tyler said art, food and wine would feature across the festival, with its October preview to be followed by more than 200 diverse performances showcasing the Barossa region next year.

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

“We can’t thank the South Australian Government and the South Australian Tourism Commission enough for their significant support in this new large-scale event that is poised to create a lasting legacy for the region and state.”

Thea Jeanes-Cochrane, Producer and Creative Director at Cochrane Entertainment is excited to bring The Ultimate Event to life in the heart of Adelaide’s CBD at the Adelaide Oval.

“The Ultimate Event is an Adelaide only concert showcasing the incredible voices of Anthony Warlow, Kate Ceberano and Adelaide’s own David Campbell with a 50-piece orchestra and nine-piece band,” Mrs Jeanes-Cochrane said.

“To create an exclusive show as part of South Australia’s springtime event collective, Bloom 2021, is a great honour and we thank the South Australian Government for their support.”

Existing event and festival organisers have been overwhelmingly positive about Bloom, and the impacts it will have on their events. Art Gallery of South Australia Director Rhana Devenport ONZM said she was excited about the inclusion of Tarnanthi in Bloom.

“The Art Gallery of South Australia is delighted to be a part of Bloom 2021 and we look forward to presenting exhibitions and art experiences that will flourish each springtime in Adelaide,” Ms Devenport said.

“Our offering this spring is of course Tarnanthi, our ongoing celebration of Aboriginal and Torres Strait Islander art presented in partnership with BHP. We commend the State Government for their seasonal and inspiring approach to festival programming.”

For more information on Bloom and springtime in Adelaide visit bloomadl.com.au and follow @BloomADL and #BloomADL on social media.