About Surfers Paradise Alliance (SPA)

Who We Are

Surfers Paradise Alliance is the 'Official Management and Marketing Authority for Surfers Paradise'.

Our goal is to increase visitation to Surfers Paradise for the economic benefit of over 700 businesses we jointly represent in the precinct.

We also strive to enhance visitor experiences in Surfers Paradise during their stay through special events and other entertainment and marketing intitiatives.

Our jurisdiction extends from Wharf Rd to Higman St , bounded by the Nerang River in the West and Surfers Paradise Beach in the East.

We are an autonomous company accountable to the Gold Coast City Council; the sole shareholder of SPA.

Our operations are overseen by an independent Board of 5 Directors representing commercial and tourism interests in the precinct. Click here details of each Director.

Leading our organisation is CEO, Rowena Howe. She is assisted by the SPA Executive Team. Click here for an organisation chart.

Our Office and Community Meeting Room is located on the Rooftop Level of the Surfers Paradise Transit Centre.

To contact us please, click here.

What We Do

We manage the Surfers Paradise precinct, providing the interface between businesses, Council, local authorities, residents, government, event organisers and visitors.

Our Vision

For Surfers Paradise to be Australia’s Number 1 Lifestyle and Visitor Destination.

Our Mission

To provide increased business opportunities for Surfers Paradise Businesses by:

  • Adopting a management, "ownership" role for the precinct by taking a direct interest in all issues, circumstances or phenomena which could affect trading conditions and/or the image of Surfers Paradise;
  • Achieving a theme-park level of cleanliness through the management of the Surfers Paradise Alliance cleaning operations in partnership with Gold Coast City Council;
  • Participating in safety programmes and initiatives and implementation of safety audits;
  • Delivering vibrant precinct entertainment and events;
  • Implementing the Traders’ Code of Conduct;
  • Encouraging, maintaining and facilitating collaboration and partnerships with community and industry partners where appropriate including Gold Coast Tourism;
  • Promoting Surfers Paradise and its benefits locally, nationally and internationally;
  • Improving relationships with Surfers Paradise Businesses and increasing awareness of SPM achievements.

In summary, we take an interest in everything related to Surfers Paradise. We:

  • Plan, produce and stage events and entertainment in collaboration with event partners and the Gold Coast City Council. Click here for our What's On event program or click here for information on how to conduct an event in the precinct.
  • Conduct destination branding and precinct theming including street decoration.
  • Manage and operate the Surfers Paradise Beachfront Markets. Click here for more information on the markets.
  • Manage the Surfers Paradise Transit Centre located in Beach Road. Our responsibilities include the cleaning, maintenance and appearance of the facility. PRD Nationwide are the leasing agent.
  • Promote Surfers Paradise domestically and internationally in conjunction with Gold Coast Tourism and Tourism Queensland.
  • Source and manage SPA corporate and event sponsorship opportunities. Click here for information on sponsorship.
  • Conduct market research on visitor trends, perceptions and attitudes.
  • Clean and maintain Central Surfers Paradise.
  • Manage programs that enhance the safety of the precinct.
  • Participate in local area planning.
  • Operate a Meeting Room in our Office available for use by approved Community Groups.

Across all of these functions we work closely with the Gold Coast City Council, Gold Coast Tourism, Queensland Police Service and other relevant Authorities and Government Departments.