Unlock new customers with the Royal Treasure Trail
Showcase Your Business to 20,000+ Participants!
The Royal Treasure Trail is an exciting new initiative by the Royal South Street Society (RSSS) Ballarat Eisteddfod, designed to highlight and promote local businesses to over 20,000 attendees throughout the 2025 eisteddfod season.
Each year, families, teachers, and performers travel from across Australia, looking for great places to eat, shop, and explore while in Ballarat. This is your opportunity to capture their attention, increase foot traffic, and turn visitors into loyal customers. By joining the trail, you’ll be part of a fun, city-wide experience that encourages guests to stay longer, engage with your business, and uncover the ‘unexpected treasures’ of our region.
Don’t miss this chance to put your business on the map — become a must-visit stop on the Royal Treasure Trail!
When is it?
The RSSS Ballarat Eisteddfod runs from July to October and the busy four-month season brings a surge of visitors — creating the perfect opportunity for hospitality, retail, and attractions to welcome more customers and boost sales!
- July/August – Ballarat Mechanics Institute (Pianoforte, Vocal, Aria & Chopin), ACU (Debating, Speech, Drama, Comedy)
- September/October – Her Majesty’s Theatre (Dance & Calisthenics), Founders Theatre (Choral & Instrumental)
Who are our visitors?
Every year, Ballarat welcomes a lively influx of families, teachers, and coaches who come to support over 10,000 talented young performers aged 5–18 as well as some wonderful adult performers. Parents, grandparents, siblings, and friends all come together to share in the excitement, creating a dynamic and engaged audience eager to explore and experience what your business has to offer.
This is a prime opportunity to connect with visitors looking for great places to eat, shop, and unwind while they make lasting memories in Ballarat.
How can I participate?
Simply offer a special product, service, or experience inspired by the Royal or Performing Arts theme during the season. Get creative!
- Become a Treasure Stop: Display a hidden “royal” or “performing arts” symbol or object in your store that visitors must find.
- Themed menus: “The Royal Feast”, “Royal Scones & Tea” or “The Dancing Dream” or “Crown Jewel” cocktail
- Exclusive offers: Offer a discount, free sample, or exclusive deal for treasure
hunters who show their RSSS ticket. Or run a "royal-or performing arts-themed" special - Unique finds / shopping locations: “Royal Treasures can be found here”, “Curtain Call Curiosities”, & "Upstage Finds" – so good they might steal the show.
- Host an Interactive Experience: Set up a photo spot with a throne, crown props, or a performing arts backdrop. Organise a mini challenge (e.g., a trivia question, a simple task like balancing a “royal” book on one’s head, dance a twirl).
Why join the Royal Treasure Trail?
- Increased Foot Traffic – Bring more families, friends, teachers, and visitors through your doors, eager to explore and engage with local businesses.
- Boost Sales & Awareness – A themed experience encourages spending and
introduces your business to new customers who might return after the event or tell other participants about their experience. - Engage a Highly Captive Audience – Visitors are actively participating in the trail, making them more likely to stop, interact, and remember your business.
- Be Part of a City-Wide Attraction – Align your brand with a fun, community-driven initiative that enhances Ballarat’s reputation as a must-visit destination.
- Customisable Participation – Whether you offer a special deal, host an activity, or simply display an object, you can choose the level of involvement that suits your business.
- Leverage Free Promotion – Benefit from Royal South Street Society’s marketing efforts, including social media, event guides, and local coverage, bringing attention to your brand.
- Support the Local Community – Strengthen ties with local families and visitors while contributing to a unique and memorable event that celebrates Ballarat.
How does it work?
- There is no direct cost to you to participate – other than any cost associated with your proposed product/event/service.
- Businesses will be supported through shared marketing. We will be directly communicating with our thousands of participants in the lead up to our events on multiple platforms, sharing links, promotions and directions.
- We will contact all those who have expressed an interest by mid May to confirm which ones we are including on the Royal Treasure Trail, and will seek your logo, any images you can supply and location.
- We will promote you on our platforms throughout June – October.
- Participating businesses will receive direct engagement and feedback opportunities throughout and after the season.
- If you win….we win!! It’s simple as that!
Register Now
Everyone who expresses an interest will be acknowledged and successful expressions of interest for The Royal Treasure Trail will be notified by mid May with further promotional details.
- Expressions of Interest opens: April 1, 2025
- Deadline: April 30, 2025
- Include: your idea for your business
Join the Royal Treasure Trail and connect with thousands of visitors eager to experience all that Ballarat has to offer….and help them find something unexpected!