South Australia’s hospitality industry has launched a month-long campaign aimed at addressing loneliness by encouraging social reconnection through local pubs. Throughout August, approximately 120 venues across the state are participating in Cheers Together SA, offering special food and drink deals alongside community-focused activities such as trivia and movie nights.
Anna Moeller, chief executive of the Australian Hotels Association SA, highlighted recent research from Real Insurance indicating that nearly 12 percent of Australians report having no close friends. She emphasized the vital role pubs play as community hubs that foster friendship and social interaction, especially at a time when face-to-face connections are declining despite widespread digital connectivity.
“For many, the local pub is where people find friendship, conversation and a sense of belonging,” Moeller said, noting that the initiative aims to celebrate and strengthen these communal bonds.
The campaign has garnered support from venue owners who view pubs as essential public spaces for genuine human connection. Glenn O’Rourke, owner of the recently revamped Rosemont Hotel in Hindley Street, pointed out that people increasingly seek authentic interaction that screens and online communication cannot provide.
“A great pub gives people something a screen never can — real conversation, friendship and a genuine sense of belonging,” O’Rourke said. He invested $500,000 in redeveloping the historic venue after it was dormant for two years, adding a sports bar, live entertainment stage, upgraded technology, and refreshed gaming lounge. O’Rourke hopes the relaunch will help revitalize the West End community and recreate the Rosemont as a preferred meeting spot.
Oliver Brown, proprietor of The Stag and NOLA in Adelaide’s East End, echoed these sentiments, describing pubs as unique spaces specifically designed to promote connection. “It’s our role to create an environment through service and product to ensure we are actively looking for ways to bring people together,” he said, citing quiz nights as a popular example.
Social researcher Mark McCrindle underscored the importance of community venues in combating loneliness, which he described as one of Australia’s most significant social challenges. He noted that Australians increasingly seek out places like cafes and pubs that offer grounding community experiences beyond their basic food and beverage functions.
Sofia Schiller, a 22-year-old patron of the Rosemont Hotel, shared her experience, describing the venue as a place to enjoy food and drinks while feeling connected to a community. “The most exciting thing is never knowing who you’re going to bump into or what the night might bring,” she said.
The Cheers Together SA initiative represents a coordinated effort by the hospitality sector to leverage the social power of pubs in fostering human connection amid growing concerns about isolation across Australia.