Rugby just aren't doing it right. Conceptually a 3-day footy fest works fine in Australia, Magic Round is still very much a marquee event for the NRL. But as other posters have mentioned, they time it correctly. It's nearly halfway through the season and everyone knows the lay of the land for their team, builds some hype around new players and rivals etc.
I have to admit I'm not well versed in Melbourne's geography, but I know Suncorp with Caxton St as the 'party venue' works really well for a multi day footy carnival. I know plenty of mates who go along each year simply to park up at the pub and soak in the atmosphere.
And love them or hate them, but league definitely have more 'well known' media personalities who use the event as a launchpad for their own functions. Matty Johns, Fletch and Hindy hijack a pub in town each year and host a pre-paid package with lunch and beers and tell a bunch of stories. Groups fly up into Brisbane simply to attend that.
It’s a brilliant precinct where AAMI is. Swan St is 2mins away and contains dozens of places to drink and eat, the cbd is a 5min tram or train ride away (15mins if you want to walk). It’s the best sporting area in Aus, similar to Caxton but with even more.
One thing I think rugby is caught in at the moment is trying to appease everyone, where ‘events’ like this weekend are all a little too bland for a bunch of mates to attend and get on the drinks with and not enough going for families.
Personally I don’t think things like this should be targeted as family events as children have no interest in sitting there for hours on end. What the Magic round has going for it is it’s essentially a lads weekend with a bit of footy. It’s full of bucks parties, footy trips etc. where it’s more about getting on it with friends than the actual games. One of the great lines in marketing is if you target everyone then you target no one. Rugby has dipped into this territory the last 10yrs and explains its struggle to connect with an audience.
I hope they persist with it and like the idea of a different place every year (this is what the 7s should do), but the commercial reality is they all sign multi year deals to lock in location because governments want to secure events and prepared to offer $$ for it.