Brisbane’s dawn economy is leading the world. Is this our unique identity?
It’s 7 a.m. in Newstead. The inner-city, riverside suburb is already a hive of activity. Joggers in Lycra run on the boardwalk in the early morning. Cyclists run among people walking their dogs. Cafes are packed. Pilates studios and gyms are full.
A very different view emerges in nearby Fortitude Valley. A handful of commuters make their way from the train station past the shuttered nightclubs and bars of the Brunswick Street Mall, along paths stained by the previous weekend’s revelers.
It’s a tale of two economies: the late-night economy and the dawn economy.
Big cities need both, but University of Melbourne research fellow Dr. The latter is Brisbane’s unique strength and could be our marketing identity to the world ahead of the 2032 Olympic Games, according to Anna Edwards.
“Brisbane has one of the most active morning business cultures in the country,” Edwards said.
In key areas of London, New York and Dubai, fewer than 10 percent of businesses are open by 7 a.m.
By then one in three food and drink businesses in Brisbane were open and serving customers.
“This is an extraordinary situation by Australian and international standards,” Edwards said.
“If Brisbane is looking for a different story to tell the rest of the world over the next decade, perhaps it can start with this dawn.”
So what is the dawn economy?
“Simply put, the dawn economy is all the economic and social activities that occur before the traditional workday begins. It’s the nurse who finishes the shift. It’s the shopkeeper who gets breakfast. It’s the street cleaner who sweeps the streets. It’s the runner along the river,” Edwards explained.
The concept gained momentum last year following a LinkedIn post by Sydney-based investor and government consultant Ivan Power, who noted that almost every cafe along the waterfront in his hometown of Bronte was full by 6.30am.
Edwards’ research found that the morning economy (5am to 11pm) accounts for 12 to 20 per cent of daily spending in Australia’s CBDs.
“It’s not just coffee, it’s groceries, it’s retail, it’s convenience shopping,” he said.
In 2014, Brisbane was named the world’s earliest rising city, with an average wake-up time of 6.35am, in a study by fitness tracker Jawbone UP.
Brisbanians lost that title to the Colombians in 2023, who started the day a total of four minutes early at 6.31am, but River City residents maintain their reputation for having the best mornings.
Data compiled by Edwards shows Brisbanners were out and about, away from home, long before most offices opened.
“By 7am there are already strong concentrations of activity around the CBD and major hospital areas, alongside movement occurring across the wider city,” he said.
Brisbane’s climate is a key factor behind the early start, but the pandemic has also dramatically changed the way workers spend their time.
The boom in the wellness economy has also played a major role; Younger generations in particular have eschewed late-night partying and drinking alcohol in favor of morning fun accompanied by healthy smoothies, matcha lattes and coffee.
Not all dawn activities require spending money. Edwards added that running clubs, swimming clubs, walking groups, pilates in the park and breakfast events contribute to social connection, community well-being and quality of life.
“So why does any of this matter? Because cities compete. They compete for talent, investment, visitors, skilled workers. And increasingly, they compete on quality of life,” he said.
“The dawn economy contributes to all of this. It’s about business opportunity, customer creation, activity and demand during longer hours of the day.
“But perhaps most importantly, it’s about identity. Many cities are looking for a distinctive story to tell. Brisbane may already have one of the strongest narratives in Australia.”
At a breakfast event hosted by the Brisbane Committee on Wednesday, Edwards shared his research with a group of industry and local government leaders, with a guest panel including South Bank chief executive Julia Scodellaro and Liam Short, principal of architecture firm Hassell Studio, which co-designed the controversial new 63,000-seat Olympic stadium at Victoria Park.
Each had unique ideas on how to best leverage Brisbane’s dawn economy ahead of the 2032 Games.
Beth Toon, CEO of Space Design Group
Toon advocates for a change of attitude as well as the creation of a special dawn economy commissioner.
The Queensland government has appointed Powderfinger bassist John “JC” Collins as the state’s first nightlife economy commissioner; In New South Wales, there is a 24-hour economic commissioner with a team of 68 people.
“As Brisbane people, we were almost ashamed of being larks for a while. It wasn’t cool. The cool kids were night owls and all those great cities with great night-time economies,” Toon said.
“But times have changed. The lark is cool again… and the dawn economy is quintessentially Brisbane.”
Julia Scodellaro, CEO of South Bank
Scodellaro believes that regions should take the lead in testing and piloting events to benefit from the dawn economy.
He said the South Bank’s morning trade accounted for just 5 per cent of the area’s annual income.
“That tells us something, and it means we have a lot more work to do, and also in areas across the city,” he said.
“Over the next 12 months, we need to see the dawn economy as part of the identity of Brisbane… and I believe that will start with the regions and we will start advocating and showing the way for what that could actually look like, so there will be action over the next 12 months. Just watch this space.”
Liam Short, principal of architecture firm Hassell Studio
Short cited Ann and Brunswick streets in Fortitude Valley as an example of untapped opportunities where, under a split-tenancy model, spaces could operate as cafes by day and bars by night.
“Do we need to reconsider talking to developers about a new commercial model that allows split tenancy so you can have a retailer having coffee in the morning? [and] pastries… but then can we move on to the evening?”
He also floated the controversial idea of bringing forward school hours and encouraging restaurants to open earlier, from 4 p.m.
Max Goonan, GHD’s marketing and communications lead, key events
Goonan said making public transportation more available and accessible in the early hours is important, but walkability is also important.
“We’ve already seen changes in terms of plans for green bridges and more, but what we call active travel — creating a walkable place — will be absolutely critical,” he said.
He said it was vital to provide more shade for bridges over the Brisbane River.
“As they see other cities around the world warming, they can learn how we adapted to living in this climate,” he said.
“As we move towards the Games, test events will be what this city lives and breathes. We’ll be stress-testing our venues, our public transport hubs, so I think it’s going to be very important to hold events centered around areas that will stimulate the dawn economy.”
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