Surfers Paradise Alliance is the official management and marketing authority for Surfers Paradise.

Our aim is to increase visitation to Surfers Paradise for the economic benefits of the 700 businesses Surfers Paradise Alliance represent in the precinct.

Surfers Paradise Alliance also strive to enhance visitor experiences in Surfers Paradise during their stay.

Our jurisdiction extends from Wharf Rd to Higman St , bounded by the Nerang River in the West and the beach in the East. Surfers Paradise Alliance are an autonomous company but are accountable to the Gold Coast City Council, the sole shareholder of Surfers Paradise Alliance.

Surfers Paradise Alliance are run by an independent Board of 5 Directors representing commercial and tourism interests in the precinct.

Leading our organisation is CEO, Rowena Howe. She is assisted by Surfers Paradise Alliance executive and team. Organisation chart

Our office and Community Meeting Room is located on the Rooftop level of the Surfers Paradise Transit Centre. Contact us

What Surfers Paradise Alliance Do

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

The Vision

For Surfers Paradise to be Australia's number 1 lifestyle and visitor destination.

The 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, Surfers Paradise Alliance take an interest in everything related to Surfers Paradise. They:

• Plan, produce and stage events and entertainment in collaboration with event partners and the Gold Coast City Council.
  What's On event program
  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.
  
• Manage the Surfers Paradise Transit Centre located in Beach Road. Our responsibilities include the cleaning, maintenance and appearance of this 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 corporate and event sponsorship opportunities.
  
• Conduct market research on visitor trends, perceptions and attitudes.
  
• Clean and maintain the central Surfers Paradise area
  
• Manage programs that enhance the safety of the precinct.
  
• Participate in local area planning.
  
• Operate a Meeting Room in our office which is available for use by approved community groups.

In all of these functions Surfers Paradise Alliance work closely with the Gold Coast City Council, Gold Coast Tourism, Queensland Police Service and other relevant authorities and government departments.