Gold Coast Ditches 'Glitter Strip' Label in Bid to Become Creative Hub
The Gold Coast is ditching its 'Glitter Strip' reputation and looking to reinvent itself as a hub for creativity and innovation. The city is taking inspiration from Austin, Texas, which has successfully transformed itself into a thriving tech and cultural centre.
For decades, the Gold Coast has been trying to shake off its reputation as the 'Glitter Strip', a label that conjures up images of a tacky, laid-back tourist destination. But as the city looks to reinvent itself, it's finding inspiration in an unlikely place: Austin, Texas.
A New Identity
The Gold Coast's marketing boss, Todd Babiak, leads Brand Gold Coast, a council-owned organisation working to overhaul the city's image. He says the city's reputation has traditionally centred around its beaches and lifestyle, but that's no longer enough.