Dance Party Scene and Tobacco Use

REPORT – 2006

Damian Creaser

CONTENTSCONTENTSCONTENTSCONTENTS

1. BACKGROUND....................................................................................................................5

2. RETAIL STALLS...................................................................................................................6

ILLEGAL AND HERBAL TOBACCO ................................................................................................10 FLAVOURED CIGARETTES............................................................................................................10

3. SMOKE FREE AREAS ...................................................................................................... 11

4. PATRON AND PROMOTER FEEDBACK........................................................................... 13

PERCEPTION OF BRANDS ...........................................................................................................13

5. MARKETING .................................................................................................................... 15

6. CONCLUSION................................................................................................................... 16

7. RECOMMENDATIONS ..................................................................................................... 17

8. REFERENCES .................................................................................................................. 18

9. APPENDIX ........................................................................................................................ 19

APPENDIX 1 – EVENT INFORMATION AND PATRONS’ COMMENTS .........................................19 APPENDIX 2 – FOOTAGE OF STUYVESANT TENT, BIG DAY OUT 2006 .....................................32

5

1.1.1.1. BACKGROUNDBACKGROUNDBACKGROUNDBACKGROUND

Anecdotal evidence indicates that there is a strong smoking culture in the dance and youth event

scene.1 There is also evidence that tobacco retailing and advertising are prominent in the dance

party scene. The “underground” nature of many of these events makes it difficult for compliance

officers to track down offences and research indicates that tobacco companies conceal the

advertising by using indirect marketing methods such as mailing lists and questionnaires.

The Alliance for Smoke-free South Australia (consisting of Asthma SA, The Australian Medical

Association, The Cancer Council and the Heart Foundation) released a recommendation report in

November 2005 called: Tobacco Control Priorities for 2006 and beyond. The report highlights the

promotion of tobacco at youth events (nightclubs, dance parties and rock concerts) by indirect

means and prioritises action to stop this form of advertising.2

The South Australian Strategic Plan includes the target to “reduce the percentage of young cigarette

smokers (15-29) by 10% within 10 years”. The South Australian Tobacco Control Strategy 2005 –

2010 includes the priority group of young people. In order to learn more about the tobacco culture

within the dance scene and at youth events, a project was implemented by Drug and Alcohol

Services South Australia between February and April 2006.

This report provides a snap shot of current strategies employed by tobacco companies in targeting

young smokers attending dance events (but also includes some events that would be more

appropriately classed as ‘music events’). The information was collected by attending eleven dance

events over a four month period, meeting with industry staff and having discussions with event

patrons to assess their views on tobacco use, marketing initiatives and the smoke free legislation

(for details of the events attended please refer to the Appendix). Web sites were also monitored to

gauge the on-line marketing activities of tobacco companies. The dance scene events attended have

represented a variety of musically diverse sub cultures. Patron’s ages range from approximately 15

years to those in their mid to late 30’s. All informal conversations were conducted with patrons

reporting to be 18 years and over.

6

2.2.2.2. RETAIL STALLS RETAIL STALLS RETAIL STALLS RETAIL STALLS

Of the eleven events attended nine had cigarettes available to purchase. Two events that did not

have tobacco sales were both under-age (under 18 years) events. One was an underage dance party

held during the Fringe at Riva, part of the Night Train Theatre Restaurant. The other was an event

sponsored by the Riverland Council and took place at an airstrip near Barmera. Tobacco companies

set up a display, tent or chill out area facilitating tobacco sales at four events, two being large

festivals- Big Day Out and Stardust (which included patrons

who were under 18 years old) and two in licensed premises in

the Central Business District (where all patrons were over 18

years old). Stalls specialised in either Peter Stuyvesant or the

Escort brand of tobacco products from Imperial Tobacco

Australia or the Marlboro brand from Philip Morris Australia.

Historically, Imperial has been the main source of tobacco

products sold at outdoor music festivals. Pictured to the left is

the Drum brand stall from a 2004 event and in previous years

the brand name Rizla (a tobacco paper sold by Imperial

Tobacco) has appeared on beanbags for chill out rooms and

other comfort or rest areas before the legislation changes in

2004.

BIG DAY OUTBIG DAY OUTBIG DAY OUTBIG DAY OUT 2006 2006 2006 2006

Imperial Tobacco Australia provided the only tobacco products on sale at the Big Day Out. Sales were

facilitated via four stalls, three of which were branded Peter Stuyvesant and one branded Escort.

Two of the Peter Stuyvesant stalls were small three sided tents

with a large display case behind a counter and cash register.

One was located in the food stall market, which was a crowded

area. The other was in a less crowded area next to a bar and

opposite the space where health services including DASSA set

up stalls. The Stuyvesant stalls were each staffed by two female

employees and a male manager. The design was in keeping

with a 1960’s feel. Cigarette lighters and clear pouches were

hung from the support struts of the tent’s ceiling. Most

customers seemed to see the stall and then decide to

purchase. The point of sale was a point of consumption with

many people lighting up after purchase and talking to the staff

members. Staff members asked each customer what brand Small Stuyvesant Stall at the 2006 Big Day Out

Drum stall from a Rave in 2004

7

they usually smoked and recorded this information. A limited edition tin containing a 20-pack of

cigarettes was available for $9. These are only available every two years. The design was deep royal

blue/black with various musical images, for example, a contrasting silver radio microphone.

The third Stuyvesant stall was a massive hocker style tent (see attached file of video footage on cd-

rom). A hocker tent is a temporary structure with a roof in a configuration similar to solar sails. It is

open and has no sides. The entire area was fenced off and a security guard was standing at the front

entrance. The area was operating as a hybrid chill-out area/club where Peter Stuyvesant cigarettes

could be purchased. It had a well-known Adelaide DJ playing to patrons sitting at booths and tables

and on assorted comfortable furniture (again in a 1960’s theme). The blue, red and white design

motif (Peter Stuyvesant colours) was used again. Staff members regularly cleaned booth tables and

provided clean ashtrays for smokers. From what I observed the majority of people seated in the area

were smoking. The stall was near the entrance in an area which all patrons had to walk past to

access the entertainment.

Events such as the Big Day Out and the Good Vibrations Festival (an event that was also occurring in

Sydney during the project period but was not officially part of this project) advertise to patrons in

advance that cigarettes will be available at

their events. The map (pictured to the right)

came from the Good Vibrations Festival

web site at:

www.jammusic.com.au/goodvibrationsfesti

val/index.php.

The third icon from the left shows a pack of

“Ciggies” and where they are available

inside the event. The large Stuyvesant

Hocker Marquee at the Big Day Out in

Adelaide was pre advertised on the event

map as ‘Relax Tent’ and is available from:

www.bigdayout.com/pdf/

map_adelaide.pdf.

Good Vibrations Festival Map

8

STARDUST FESTIVAL 2006STARDUST FESTIVAL 2006STARDUST FESTIVAL 2006STARDUST FESTIVAL 2006

Tobacco sales were facilitated via a stall operated by Peter Stuyvesant. Two young female employees

operated the stall for the duration of the entire event. The stall was in the main thoroughfare

accessing the main dance floor arena and therefore was positioned in the busiest area in the venue.

Four cigarette packs and one pouch of rolling tobacco, all in the Peter Stuyvesant brand, were

displayed in a white plastic 1960’s display case. The staff were dressed in white ‘hot pants’ and

matching halter-tops in keeping with the 1960’s visual theme. The notice regarding the restrictions

on selling to minors was posted on the wall behind the stall. Upon entry, patrons over 18 were given

an orange wristband and underage patrons were given a green one. I did not observe any underage

patrons approach the stall, purchase or consume any tobacco products at the event. I did not find a

cigarette vending machine on the premises. The stall appeared to be doing steady trade for the

event duration.

EARTH NIGHTCLUB 2006EARTH NIGHTCLUB 2006EARTH NIGHTCLUB 2006EARTH NIGHTCLUB 2006

A Marlboro stall (Philip Morris Australian Ltd) was set up

at the Paul Van Dyke Event at Earth Nightclub. It was the

only instance during the project where a company other

than Imperial Tobacco Australia operated a retail stall.

The stall was situated between the front door and the

dance floor and bar areas. This meant every patron had

to walk past the stall when they entered and exited the

venue. The night was well attended with approximately

900-1000 patrons. The background motif featured

stylised images of load speakers, the kind associated

with booming high performance sound systems. This

indicates that the company is attempting to market to a

young demographic that identify strongly with music

culture.

From informal conversations with promoters and event organisers it was explained that currently it is

the liquor licensees at the various venues who organise sponsorship or the presence of a retail stall.

These licensed premises already have cigarette vending machines and therefore have existing

relationships with tobacco companies. One promoter disclosed that before the legislation change,

monetary offers from tobacco companies to sell their products at events with over 3000 or 4000

attendees could receive amounts in excess of $20,000. It appears that this is no longer the case,

with anecdotal evidence suggesting more modest sums in the order of $2000 to $3000 for some

licensed premises. It appears that the tightening of the legislation has lead to reduced monetary

payments from tobacco companies to sell at the smaller local based events within the dance scene.

Marlboro Stall at Earth Nightclub

9

For national corporate backed events such as the Big

Day Out and Good Vibrations Festival, it is not known

how much money is provided.

From my observation and conversations with patrons

(both smokers and non-smokers), the presence of

tobacco retail stalls in any form did encourage and

increase tobacco sales and the act of smoking itself.

One small Stuyvesant stall at the Big Day Out was in

the market area where all other stalls were serving

food and drinks. I observed many people walk past

and on seeing the stall, engaged in conversation with

the staff and often purchased a tobacco product. The

stalls, especially the large hocker style marquee with

its DJ and lounge bar atmosphere, created an

appealing site for tobacco consumption.

It appeared that the net effect of retail stalls is as a

reminder to smokers to consume or purchase more

products. The visual presentation is always sleek and

an atmosphere of service is always created. Often a

stall is located in a prominent position so that any

photographs taken by patrons or official media

perpetuate the tobacco company’s logo and visual

merchandising images onto web sites, camera phones

or glossy prints. The same is true when pictures are

taken of patrons or DJ’s with the resulting images

shared on publicly accessed web sites.

Cigarette vending machine from Black Cat Nightclub.

Rave patrons, picture taken from In The Mix web site

Arkaba patrons with the Stuyvesant Stall in the background. DJ Marky photographed smoking whilst performing

10

ILLEGAL AND HERBAL TOBACCOILLEGAL AND HERBAL TOBACCOILLEGAL AND HERBAL TOBACCOILLEGAL AND HERBAL TOBACCO

Very few people had heard of illegal tobacco or Chop Chop as it is sometimes referred. Of those who

had, it was reportedly available on occasions through smaller networks of cannabis distributors

(typically via user/dealers). No one was able to reliably report on price, purity or availability. There

were reports of herbal cigarettes being sold to children from a particular herbal specialty stall at the

Clipsal 500 motor sport event in 2006. Consequently it is important that any legislation to restrict

tobacco product sales at these events should extend to herbal cigarettes as well.

The photo, below, is from www.inthemix.com.au and was taken at a dance event earlier in the year.

FLAVOURED CIGARETTESFLAVOURED CIGARETTESFLAVOURED CIGARETTESFLAVOURED CIGARETTES

As part of this project some patrons were shown an example of the ‘DJ Mix’ range of flavoured

cigarettes (with flavours such as iced green apple and strawberry). Patrons perceived these as

‘kiddies’ products and that the company producing these products were overtly trying to market itself

to young club goers. From the events attended there did not seem to be a notable presence of

flavoured cigarettes in the dance scene at this time.

Happy High Herbs stall at Stardust Festival.

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3.3.3.3. SMOKE FREE AREASSMOKE FREE AREASSMOKE FREE AREASSMOKE FREE AREAS

The Tobacco Products Regulation Act 1997 places restrictions on smoking within enclosed public

places. At the time of this report, patrons in liquor-licensed premises were restricted by the following

laws:

No smoking within one metre from all hospitality service bars/counters.

Venues with two or more bar rooms must have one bar room designated as non-smoking.

Venues with one bar room must have at least 50% of their bar room floor space designated

as non-smoking.

At least 50% of gaming machines are to be designated as non-smoking.

By 1 November 2007, all enclosed public areas, including those in liquor licensed premises

must be smoke-free.

Seven of the eleven events attended could be described as specialised dance parties/raves hosted

in existing venues trading as nightclubs with the appropriate alcohol and tobacco licenses in place.

All venues displayed the ‘no smoking’ signage for the smoke-free areas. There seemed great

disparity in how the non-smoking areas were policed by bar staff. In one venue I observed a staff

member slamming down the sign and yelling at a patron to stay at least one metre back or smoke in

another area of the club. Other staff on the same night appeared nonchalant and did not engage

with the patrons, letting them stand and smoke while drinking at the bar.

A number of venues have designated chill-out rooms designed as a space for conversations or an

area to recover from frenetic dancing and escape the high temperature of dance floor areas. One

CBD venue keeps its chill out area smoke free by not providing ashtrays. Based on discussions with

patrons, it seemed that patrons respect the no smoking policy and smoke in other areas of the club.

I did observe and had confirmed in a number of conversations that some smokers use ‘pass out’

stamps to go outside to smoke (The pass out stamp or wristband identifies that the patron has

already paid and allows re entry). Not all events have pass outs available and this increases the

amount of smoking indoors.

Another CBD venue uses its balcony as its chill out room. This venue allows smoking on the balcony.

As this is one of the few areas in the venue that permits smoking, this area had a highly

concentrated number of patrons smoking. Areas like this may be the subject of some attention when

the complete smoking bans come into place on 1 November 2007. These balconies have café

blinds, which could render the area ‘enclosed’ under the Act and therefore result in the area having

to be ‘non smoking’. It was evident that these café blinds were holding smoke in the area for a

longer duration, which would increase exposure to passive smoking.

12

One venue enforced a no smoking or drinking policy on the dance floor. This confined smoking to dry

bar areas (dry bars are tall tables that patrons stand next to) as the bar staff vigilantly enforced the

one metre rule in alcohol service areas. The in-house smoke free dance floor policy at the complex

reduced the overall concentration of smoke at the venue and many smokers went outside as dry bar

areas were heavily occupied.

Two of the dance events attended were held in the same venue on different nights. The venue’s lay

out had an impact on the smoking patterns of patrons. Generally in this multi-roomed venue, the

second room was only opened when the number of patrons in the main room reached the level

prescribed by liquor licenses regulations (floor space, toilets and access to exits have to be

increased if more patrons are to be allowed in). For this reason one of the events didn’t have more

than one room open. Unfortunately because they only had one room open, this event did not have a

smoke-free area (although they are supposed to create 50% of the room as non-smoking under the

legislation). Consequently the smoke was contained in the single room and patrons didn’t have

access to a smoke free or chill out room.

Dance music festival events can be attended by anywhere between 2,000 and 20,000 patrons and

therefore defining the location of the smoke free areas becomes problematic. At the large corporate-

facilitated events such as the Big Day Out, patrons can’t stand at the bar to smoke as the bars have

entry and exit lanes with security officers ensuring patrons head back to the entertainment areas

after purchasing drinks. Enclosed areas such as the exhibition halls at the Big Day Out are presumed

smoke free (although signage is not evident). Observation confirmed that the vast majority of

smoking was done when patrons were sitting on grassed areas or comfort zones (discussed in the

Retail Stall previously). At the Stardust Summer Festival, ‘no smoking’ signs were prominent at the

bars and also in the chill out areas where patrons commonly sit on beanbags. The overwhelming

majority of smoking observed was occurring in outdoor areas.

There is great scope for the venue operators and licensees to train and educate staff to confidently

enforce smoke free areas relevant to the current legislation. It was observed that when smokers

perceive fewer indoor areas to smoke, most will leave the venue to smoke outside. The majority of

patrons seem accepting of smoking outdoors and therefore it is likely that the legislation changes in

2007 will have a minimal effect on event attendance overall. A number of non-smokers suggested

they would attend more dance music scene events if the environments were smoke free.

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4.4.4.4. PATRON AND PROMOTER FEEDBACKPATRON AND PROMOTER FEEDBACKPATRON AND PROMOTER FEEDBACKPATRON AND PROMOTER FEEDBACK

The informal conversations with event patrons indicated a gender imbalance within the

demographics of current regular smokers at dance events. The majority of smokers observed were

female (circa 70%). Of these, some saw their smoking as undesirable and looked forward to a time

when they would cease use. There was a degree of social convention when it came to where

smokers went to smoke. At the Big Day Out no one was observed smoking inside the Boiler Room

(dance room). Smoking on the dance floor was a common phenomenon ten years ago but it appears

that it is now less socially acceptable. Non-smoking areas that are created and policed send a

message that smoking is unacceptable in other areas of the venue.

Of the patrons who had never smoked, many asserted that they would come out more often if

venues were completely smoke free. This was also true for ex smokers, especially males, many of

whom complained about the smoke-filled venues. Most had vague notions that smoke-free

legislation was being phased in but none of the patrons approached had a good understanding of

the law.

The perceptions and attitudes to the tobacco retail stalls at these events were varied. Some thought

that it was acceptable only at events where all patrons were 18 years and over. Others thought they

should be banned from all events, whereas others were supportive as they felt adults should have

the right to that service if they were so inclined. There was a strong association observed between

self-reported increased tobacco use while intoxicated on drugs and/or alcohol. Many ex-smokers

said they lapsed, many social smokers said they increased use and some said they began smoking

after using stimulants like Meth-amphetamine and Ecstasy. For smokers the presence of tobacco

stalls at events did seem to stimulate increased tobacco use. Non-smokers and smokers alike use

the chill out tents and comfort areas offered by tobacco retailers at the events. The presence of such

areas sends a message that tobacco use is normalised at these events.

For a detailed illustration of smoking discussion refer to the online chat room called ‘Rave Adelaide’.

This web site is an online community used by thousands of Adelaide dance scene participants:

http://www.raveadelaide.com.au/forums/index.php?showtopic=9276&hl=anti-smoking.

PERCEPTION OF BRANDS PERCEPTION OF BRANDS PERCEPTION OF BRANDS PERCEPTION OF BRANDS

There are some brands on the market that respondents perceived as elite brands in the dance

scene. Brands such as Peter Stuyvesant, Benson and Hedges and Cartier were seen as classy with

good flavour as opposed to more ‘bogan’ (unfashionable and often lower socio-economic group)

brands like Escort and Holiday which some respondents joked were just wood chips and chemicals

with no tobacco content. It was interesting to note how Imperial Tobacco market Escort to the lower

14

socio-economic demographic in Adelaide with a very modest stall at the Big Day Out event at

Wayville Showground. The female staff were dressed in jeans, sneakers and tank tops with the

display counter suggesting a rough ‘rock-and-roll’ gig atmosphere.

This is in contrast to Imperial’s up market stylised Stuyvesant stall at the Big Day Out with its DJ and

lounge bar décor.

Unlike the more ‘bogan’-oriented aesthetic of Escort at the Big Day Out in Adelaide, Imperial Tobacco

markets Escort cigarettes as their premium, up market brand in Sydney. There was a large chill out

room branded by Escort at the Good Vibrations Festival in Sydney. The atmosphere created was

stylised and more akin to the classy image in the Adelaide Big Day Out Stuyvesant tent.

Escort marquee at Good Vibrations Festival Sydney.

Small Escort stall at the Big Day Out.

Inside the Stuyvesant branded large hocker style marquee at the

Big Day Out.

15

5.5.5.5. MARKETINGMARKETINGMARKETINGMARKETING

Since the legislation changes of 2004, retail stalls seem to be the only physical marketing initiatives

observed at dance events. Prior to this date, lanyards, cigarette cases and other such merchandise

with tobacco company branding were handed out to DJ’s and other key staff. Before legislative

changes in 2004 Imperial Tobacco set up a massive retail area inside the Big Day Out (‘Discovery

World Airways’) comprising the shell of a decommissioned Boeing Aircraft from the 1960’s. This

featured female staff members in costume serving cigarettes to customers. This has been scaled

back to the Peter Stuyvesant chill out space at the 2006 Big Day Out with club DJ and a lounge

environment created.

There was no evidence that any Australian tobacco companies were marketing online in Australian

domain spaces (that is web addresses ending in ‘.au’). Rizla papers for rolling tobacco have an

interactive lifestyle site obviously marketed to a youth audience. It contains free music and games to

download exclusive prizes, via elaborate competitions and merchandise for sale. . . . This brand is

owned by Imperial Tobacco and has two main websites www.rizla.com and www.rizla.co.uk..

Both of these sites require the user to verify their age by clicking a button stating that they are 18

years or over. Although accessible to any Australian web user the site is hosted at an overseas

domain name and is not technically an Australian initiative.

16

6.6.6.6. CONCLUSIONCONCLUSIONCONCLUSIONCONCLUSION

The smoke free areas as prescribed in the 2004 legislation appear to be having an effect on the

culture of smoking at dance events, particularly those held in licensed venues. When bar and

security staff actively enforce smoke free areas patrons tend to leave the venue or smoke more in

balcony, beer gardens and other outdoor locales. The training and assertiveness of staff members

and the voluntary non-smoking dance floor rules help to reduce the amount of smoking done in a

venue.

Of the patrons who still smoke, many feel that it is inevitable that smoking will be barred in all public

places. All those smokers who contributed to this project have commented that making venues

smoke free would not stop them attending events, as it was the entertainment that would remain the

draw card. It is unlikely that smoke free venues will affect dance event attendance. In fact many non-

smokers said the current smoke-filled environments discourage them from regularly attending club

nights and consequently, the 2007 legislation changes may in fact increase event attendance.

The presence of any type of tobacco retail stall at an event seems to be having a huge impact on the

culture of smoking inside. It suggests that smoking is an acceptable part of the sub-culture. It

reminds current smokers to purchase tobacco and to smoke more. Self reported intoxicated patrons

described tobacco lapses when the products were available. That is, when under the influence of

drugs and or alcohol they were more likely to be reminded of smoking when a stall was part of the

entertainment landscape. The fact that event photographers and individual patrons take photos

inside events means that tobacco stalls, their art work and products are reproduced and distributed

to peer groups via the web and mobile phone technologies, acting as de-facto advertising. This retail

activity and the advertising affect it is having is in direct opposition to the progress being made with

the creation of smoke free areas. Therefore, the presence of retails stalls acts to nullify the tobacco

control gains being made in the dance party scene.

17

7.7.7.7. RECOMMENDATIONSRECOMMENDATIONSRECOMMENDATIONSRECOMMENDATIONS

The major recommendations of this project are:

1.1.1.1. That consideration That consideration That consideration That consideration isisisis given to prohibiting temporary tobacco retail stalls at events where given to prohibiting temporary tobacco retail stalls at events where given to prohibiting temporary tobacco retail stalls at events where given to prohibiting temporary tobacco retail stalls at events where

young people are commonly present. young people are commonly present. young people are commonly present. young people are commonly present.

These stalls seem to encourage smoking and facilitate increased tobacco use. They also

have the effect of normalising tobacco use at youth events in what are designed to be fun,

relaxing and entertaining places for young people. Tobacco companies are currently

associated with popular events and receive proxy advertising through event photographs

(both official and personal). With the explosion of the online youth culture, web sites and

digital photography, images of young people smoking are disseminated, shared and

reproduced in an instant. Legislation like that enacted in Western Australia recently would

prevent tobacco companies from setting up temporary retail stalls at events where

commonly patrons are under 18 years. This restriction would also help continue to change

youth event culture to one where smoking is unacceptable.

2.2.2.2. DASSA sDASSA sDASSA sDASSA should continue to liaise with promoters and venue operators via Community hould continue to liaise with promoters and venue operators via Community hould continue to liaise with promoters and venue operators via Community hould continue to liaise with promoters and venue operators via Community

Stakeholders Forums and updating the ‘Guideline for Safer Dance Parties’. Stakeholders Forums and updating the ‘Guideline for Safer Dance Parties’. Stakeholders Forums and updating the ‘Guideline for Safer Dance Parties’. Stakeholders Forums and updating the ‘Guideline for Safer Dance Parties’.

These could be used to disseminate tobacco policy ideas and legislative changes to the

dance scene industry. Maintaining collaborative relationships with staff and volunteers from

key youth media including websites, magazines and radio will enable DASSA to assist other

agencies like Quit SA in marketing to youth populations.

3.3.3.3. DASSA should be wary of some of thDASSA should be wary of some of thDASSA should be wary of some of thDASSA should be wary of some of the logistical problems that might arise when the new e logistical problems that might arise when the new e logistical problems that might arise when the new e logistical problems that might arise when the new

complete smoking bans come into force in November 2007. complete smoking bans come into force in November 2007. complete smoking bans come into force in November 2007. complete smoking bans come into force in November 2007.

One point to flag is to ensure when the 2007 legislation takes effect that patrons don’t

smoke when lining up (often for hours) to gain admission to a club or dance event. For

example in winter small marquees are assembled on the footpath to keep patrons dry and

sheltered as they wait to enter. Difficulties can arise, as smokers perceive they are outdoors

and will often light up a cigarette. While seemingly outdoors, smoking under a marquee or a

balcony enclosed by plastic café blinds or awnings could still present a passive smoking risk

in the area. Continued collaboration with licensed premises via the Office of the Liquor and

Gambling Commissioner could help resolve these operational matters.

4.4.4.4. The suggestions made in this report apply also to stall operators and vendors of herbal and The suggestions made in this report apply also to stall operators and vendors of herbal and The suggestions made in this report apply also to stall operators and vendors of herbal and The suggestions made in this report apply also to stall operators and vendors of herbal and

unlicensed smoking products. The nonunlicensed smoking products. The nonunlicensed smoking products. The nonunlicensed smoking products. The non----smoking initiative should be seen broadly and not smoking initiative should be seen broadly and not smoking initiative should be seen broadly and not smoking initiative should be seen broadly and not

limited to tobacco products.limited to tobacco products.limited to tobacco products.limited to tobacco products.

18

8.8.8.8. REFERENCESREFERENCESREFERENCESREFERENCES

1 Katz S K, Lavack AM. Tobacco related bar promotions: insights from tobacco industry

documents. Tobacco Control 2002, 11:i92-i101.

2 Asthma SA, Australian Medical Association (SA), The Cancer Council (SA), National Heart

Foundation (SA). Solutions for Health: Priorities for the next State Government 2006.

19

9999.... APPENDIXAPPENDIXAPPENDIXAPPENDIX

APPENDIX 1 APPENDIX 1 APPENDIX 1 APPENDIX 1 –––– EVENT INFORMATION AND PATRONS’ COMMENTS EVENT INFORMATION AND PATRONS’ COMMENTS EVENT INFORMATION AND PATRONS’ COMMENTS EVENT INFORMATION AND PATRONS’ COMMENTS

Event Name:Event Name:Event Name:Event Name: Stardust Summer Festival Location:Location:Location:Location: Shores Entertainment Complex, West Beach Date:Date:Date:Date: Australia Day 26/01/06 Time:Time:Time:Time: 12.00 Midday –11.30pm Promoters:Promoters:Promoters:Promoters: Enchanted Crew and Hi-Fidelity License:License:License:License: Licensed / Mixed +18 and –18 years Pass outs:Pass outs:Pass outs:Pass outs: For +18’s only Attendance:Attendance:Attendance:Attendance: c2500 mostly +18 Tobacco SalesTobacco SalesTobacco SalesTobacco Sales Tobacco sales were facilitated via a stall operated by Peter Stuyvesant. Two young female employees operated the stall for the duration of the entire event. The stall was in the main thoroughfare accessing the main dance floor arena. Four cigarette packs and one pouch of rolling tobacco all in the Peter Stuyvesant brand were displayed in a white plastic 1960’s display case. The staff were dressed in white hot pants and matching halter-tops in keeping with the 60’s visual theme. The notice of ‘restricted sale to minors’ was posted on the wall behind the stall. On entry those over 18 were given an orange wristband with those underage given a green one. I did not observe any underage patrons approach the stall, purchase or consume any tobacco products at the event. I did not find a cigarette vending machine on the premises. The stall appeared to be doing steady trade for the event duration. Tobacco UseTobacco UseTobacco UseTobacco Use All the bars in the venue (4 in all, 3 indoors 1 outdoors.) were smoke free. This seemed to dramatically reduce the amount of smoking done indoors. Most patrons seemed to assume that the indoor arenas were smoke-free and therefore went outside to smoke. One chill-out room with beans bags sponsored by an Alcohol company (Bailyes Liquor) was signed as a smoke-free area. Of the patrons smoking, approximately two thirds were female, with more aged 18-25 than 25–35 years. The following photo was taken from the dance scene website www.inthemix.com.au and shows the Happy High Herbs stall at the event. The stall managers were apprehended at the Adelaide 500 Motor race in March for selling tobacco products without a licence.

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Patrons’ comments: Patrons’ comments: Patrons’ comments: Patrons’ comments: (13 in total 8 female, 5 male) Name: Diarna Age: 22 Gender: Female Comments: Social smoker who uses more when intoxicated (alcohol and or drugs). Had purchased from the Peter Stuyvesant stall and consumes up to two packets on a weekend, never during the week. Felt that her smoking would stop when she stopped partying so much. Normally smokes Benson & Hedges. Marketing: Not aware of tobacco marketing in venues or on the web. Name: Samantha Age: 19 Gender: Female Comments: Regular smoker since senior high school, and estimated she smoked between 2-3 packs of Dunhill per week. She smokes more on the weekends. Marketing: Not aware of tobacco marketing in venues or on the web. Name: Kirt Age: 26 Gender: Male Comments: Social smoker, who normally “begs and borrows” rather than buying his own packets. Marketing: Had seen the Discovery World Air (DWA) promotion at the Big Day Out in 2002 and thought it “looked pretty cool.” Didn’t mind it’s presence at the event as the crowd was “mostly over age” in his opinion. Name: Troy Age: 29 Gender: Male Comments: Started smoking in high school and has given up, except when using party drugs. At private parties. Marketing: Has seen the Drum and Rizla marketing at events in the late nineties and has not noticed any overt marketing recently. Did notice the Peter Stuyvesant stall at the event. Name: Anne Age: 24 Gender: Female Comments: Smokes Dunhill “when ever she has the urge.” Smokes more when intoxicated. Marketing: Has seen promotion girls with trays a few year ago at a variety of events, could not remember specifically which events. Not aware of tobacco marketing on the web. Name: Sarah Age: 18 Gender: Female Comments: Non-smoker, who thinks all venues should be smoke free, hates “coming home with hair and clothes smelling like smoke.” Marketing: Not aware of tobacco marketing in venues or on the web. Name: Sally Age: 22 Gender: Female Comments: Occasional smoker who suffers from asthma so does not smoke often. More likely to smoke when intoxicated. Marketing: Not aware of tobacco marketing in venues or on the web.

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Name: DJ (name not given) Age: 24 Gender Male Comments: Uses loose tobacco to mix in with cannabis joints. Doesn’t consider himself a smoker and yet still buys a pouch fairy regularly. Marketing: Has seen the Rizla beanbags at events and thought they were okay, as “that doesn’t make you go and buy it.” Name: Katie Age: 20 Gender: Female Comments: Occasional smoker, she only thinks about smoking when at a club or dance party. She said she hardly smokes at all and “doesn’t feel addicted as she doesn’t smoke during the week.” Marketing: Not aware of tobacco marketing in venues or on the web. Name: Alison Age: 21 Gender: Female Comments: Loves smoking Benson & Hedges and will give up by the time she is thirty. Marketing: “If it’s aimed at adults and not underage that is fine”. Had heard of tobacco sponsorship of designers at Melbourne Fashion Week and thought that was fine. Name: Paul Age: 24 Gender: Male Comments: Alcohol and tobacco are only things he will touch “because at least you know what you are buying, not like pills (ecstasy).” Marketing: Had seen cigarettes being offered on trays a few years back but not recently. Name: Davin Age: 25 Gender: Male Comments: Non-smoker who said “I don’t mind people smoking if the rooms ventilated or we are outside but I can’t stand people smoking where other people are eating.” Marketing: Not aware of tobacco marketing in venues or on the web. Name: Brooke Age: 22 Gender: Female Comments: Only smokes tobacco when it is added to cannabis and would prefer it wasn’t added. Marketing: Not aware of tobacco marketing in venues or on the web.

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Event Name:Event Name:Event Name:Event Name: Big Day Out Location: Location: Location: Location: Royal Adelaide Showground, Wayville Date:Date:Date:Date: 03/02/06 Time:Time:Time:Time: 12.00 Midday –11.00pm Promoters: Promoters: Promoters: Promoters: Big Day Out License:License:License:License: Licensed/ Mixed +15 Pass outs:Pass outs:Pass outs:Pass outs: Not available Attendance:Attendance:Attendance:Attendance: c24000 mostly +18 Tobacco SalesTobacco SalesTobacco SalesTobacco Sales Tobacco sales were facilitated via four stalls three of which were branded Peter Stuyvesant and one branded Escort (both Imperial Tobacco brands). Two of the Peter Stuyvesant stalls were small three sided tents with a large display case behind a counter and cash register. One was located in the food stall area which had a large amount of traffic passing during the event. The other was in low traffic area next to a bar and opposite the space where health services including DASSA set up stalls. The Stuyvesant stalls were each staffed by two female employees. They were occasionally joined by a male staff member who seem to act as a manager, not providing service to customers. (See pictures below). The design was in keeping with the 60’s feel from the stall at the Stardust Summer Festival. In addition cigarette lighters and clear pouches were hung from the support struts of the tents ceiling. Most customers seemed to see the stall and then decide to purchase. The point of sale seemed to become the point of consumption with many people lighting up after purchase and talking to the staff members. Staff members asked each customer what brand they usually smoked and recorded this information. In addition to normal Stuyvesant products a limited edition metal tin cigarette pack with 20 cigarettes was available for $9. A staff member advised me that they were only available every two years. The design was deep royal blue/black with various musical symbols including a contrasting silver radio microphone. All of the patrons observed purchasing tobacco had the black and gold Big Day Out wrist band, which indicated they had showed photo ID to the Big Day Out staff and could be served alcohol. The third Stuyvesant stall was a massive hocker style tent with no sides (see file of video footage). The entire area was fenced off and a security guard was standing at the front entrance. The area was operating as a hybrid chill-out area/club with a well-known Adelaide DJ playing to patrons sitting at booths, tables and on assorted comfortable furniture (again in a 60’s theme). The blue, red and white design motif was used again with the same products available as the smaller stalls. Staff members regularly cleaned booth tables of discarded bottles and provided clean ashtrays for smokers. From what I observed the majority of people seated in the area were smoking. The stall was near the entrance in an area of high traffic which all patrons had to walk past to access the entertainment. The stall was advertised as the ‘relax tent’ on a PDF map available from http://www.bigdayout.com/pdf/map_adelaide.pdf before the event and on the program given out on the day.

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The Escort brand had a small stall the same dimensions as the aforementioned. The colour scheme was red and much less stylised than the Stuyvesant stalls. The female staff members wore jeans, sneakers and tanks tops, creating a much more down-market image. (See picture below). The counter and the point of sale was less elaborate with the cigarette packs only sitting on a shelf.

Tobacco UseTobacco UseTobacco UseTobacco Use All the bars in the venue (6 in all, 2 indoors and 4 outdoors) were smoke-free. As with the Stardust Festival this seemed to dramatically reduce the amount of smoking done indoors. Most patrons seemed to assume that the indoor arenas were smoked free, subsequently smoking outside. Most patrons on the oval were not smoking but there was some smoking in the grandstands. There were very few people smoking in the grassy areas where patrons were resting. The majority of people seemed to be holding drinks.

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Patrons’ comments: Patrons’ comments: Patrons’ comments: Patrons’ comments: (6 in total 4 female, 2 male) Name: Narelle Age: 18 Gender: Female Comments: She is a non-smoker who doesn’t notice smoke as most of the acts she wants to see perform outdoors. Marketing: Didn’t mind the tobacco stalls as most of the events were outdoors, as were smokers. Name: Jenny Age: 26 Gender: Female Comments: Regular smoker for a few years. Smokes more on the weekends or at events. Marketing: Not aware of tobacco marketing in venues or on the web. Had seen the tobacco point of sale at the event but has cigarettes on her from home. Name: Harrison Age: 25 Gender: Male Comments: Current smoker who has “given up many times.” He had seen the DASSA, Quit and other health promotion stalls and thought that a Nicobate stall would have been more helpful. Marketing: Had seen the DWA (mock aeroplane tobacco stall) promotion a few years earlier and was ambivalent about its presence. Name: Phil Age: 30 Gender: Male Comments: Non- smoker who was glad people were not smoking in the Boiler Room (dance music stage in the Jubilee Pavilion) as he was in there most of the time. Marketing: Not aware of tobacco marketing in venues or on the web. Name: Jane Age: 18 Gender: Female Comments: Started smoking in year 10 High School and now smokes when intoxicated. Had been into the large Stuyvesant hocker to “hang out for a while”, listening to the DJ. Marketing: Had purchased cigarettes in the hocker. Thought it looked cool. Name: Loise Age: 19 Gender: Female Comments: Non-smoker hanging out with Jane. Marketing: Said she would never smoke and that the marketing like the Stuyvesant tent would never sway here choice. Her reason for not smoking was having a family member with cancer.

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Event Name:Event Name:Event Name:Event Name: Tonic Big Day Out After Party Location:Location:Location:Location: Tonic Nightclub, Light Square City Date:Date:Date:Date: 03/02/06 Time:Time:Time:Time: 9.00pm –5.00am Promoters:Promoters:Promoters:Promoters: Tonic and Hi-Fidelity License:License:License:License: Licensed +18 only Pass outs: Pass outs: Pass outs: Pass outs: Available Attendance:Attendance:Attendance:Attendance: c400 Tobacco SalesTobacco SalesTobacco SalesTobacco Sales Tobacco Sales were facilitated by a vending machine with a remote control. This was operated initially by bar staff and later by the in-house promoter as the bar staff became busier. Tobacco UseTobacco UseTobacco UseTobacco Use Tobacco use seemed highly prevalent amongst patrons. A majority of smokers were female, with most appearing to be between 18 and 25 years. All bar were smoke free with staff enforcing the 1m rule. The venue has a smoke free chill-out room between the front and back rooms, which was busy all night. Patrons’ comments: Patrons’ comments: Patrons’ comments: Patrons’ comments: (5 in total 3 female, 2 male) Name: Nina Age: 22 Gender: Female Comments: Smoker, who had been at the Big Day Out (BDO), was “smoking more” now she was in a club environment. Marketing: Had purchase a pack of Stuyvesant from the Stuyvesant hocker at the Big Day Out and “had smoked some and given away some” and predicted she would need to purchase more from the vending machine in Tonic before the end of the night. Name: Alex Age: 24 Gender: Male Comments: Non-smoker who thought it was good that there were few people smoking in the Boiler room at the BDO. He doesn’t like cigarette smoke but smoke doesn’t stop him going clubbing. Marketing: Had seen the Stuyvesant hocker at the BDO and thought that it shouldn’t be there as there were patrons under the age of 18. Name: Evan Age: 19 Gender: Male Comments: Non-smoker stated that ‘most of his female friends smoke’ and thought that all venues should be smoke free. Marketing: Had noticed some tobacco marketing at events but could not recall which specific brands. Seemed ambivalent about their presence.

Name: Sarah Age: 19 Gender: Female Comments: Smoker who only bought cigarettes when she was out in a club. She smokes more when intoxicated and didn’t really think about it during the week. Marketing: Thought marketing to club crowds was okay but should not deliberately market to under 18’s. Name: Kym Age: 18 Gender: Female Comments: Social smoker who “normally just pinches one from her friends when she feel like one.” Marketing: Said “she wasn’t really aware of any tobacco marketing. It doesn’t affect me, I smoke when I feel like it not because I saw a sign or whatever.”

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Event Name:Event Name:Event Name:Event Name: DJ Marky and MC Stamina Location:Location:Location:Location: St Paul’s Entertainment Complex, City Date:Date:Date:Date: 17/02/06 Time: Time: Time: Time: 9.00pm –5.00am Promoters:Promoters:Promoters:Promoters: Play-Time License:License:License:License: Licensed +18 only PPPPass outs:ass outs:ass outs:ass outs: Available Attendance:Attendance:Attendance:Attendance: c700 Tobacco SalesTobacco SalesTobacco SalesTobacco Sales Tobacco sales were facilitated by a vending machine with a remote control operated by bar staff. All patrons had to show ID to gain entry. Tobacco UseTobacco UseTobacco UseTobacco Use The bar was smoke free with most patrons smoking at the chairs and tables set up between the main bar and the dance floor. On the dance floor several people were smoking at any given time (more females than males). Most notable was DJ Marky, the headline act from Brazil who was smoking for most of his set (see pictures below).

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Patrons’ comments: Patrons’ comments: Patrons’ comments: Patrons’ comments: (4 in total 2 female, 2 male) Name: Brian Age: 20 Gender: Male Comments: Said “you have to expect some people to smoke.” Also thought that no smoking in restaurants was a good idea but that clubs should be exempt, because “people are there to have fun and relax.” Marketing: Didn’t think it made much difference to people. “If they want to smoke they smoke, if they want to take drugs they do.” Name: Jason Age: 18 Gender: Male Comments: Non-smoker who thought that “smoking should be banned on the dance floor” but elsewhere he didn’t mind. Marketing: Didn’t think that tobacco companies should be able to market inside events. Name: Caitlin Age: 20 Gender: Female Comments: Agreed with Jason and added that management should try to keep the venue less smoke-filled with better ventilation and air conditioners. Marketing: As above. Name: Kirsten Age: 25 Gender: Female Comments: Smoker who said that although she was a smoker, some venues (mainly smaller ones) get too smoke-filled. Marketing: Has seen some of the stalls at events but she only bought at the supermarket or wherever is cheapest.

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Event Name:Event Name:Event Name:Event Name: LTJ Bukem Location:Location:Location:Location: Black Cat Nightclub, City Date:Date:Date:Date: 12/03/06 Time:Time:Time:Time: 9.00pm –5.00am Promoters:Promoters:Promoters:Promoters: Black Cat & Hi-Fidelity License:License:License:License: Licensed +18 only Pass outs:Pass outs:Pass outs:Pass outs: Available Attendance:Attendance:Attendance:Attendance: c600 Tobacco SalesTobacco SalesTobacco SalesTobacco Sales Tobacco Sales were facilitated by a vending machine that did not seem to have a remote control to access it. Tobacco UseTobacco UseTobacco UseTobacco Use As this was one of the final nights of trading the bar staff did not seem to be enforcing the no smoking zone at the bar. The venue consists of two rooms and a balcony. For this event one room was operating with the balcony. Ashtrays were provided inside and outdoors. Most of the smoking was done in areas peripheral to the dance floor or on the balcony. More females than males appeared to be smoking.

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Patrons’ comments: Patrons’ comments: Patrons’ comments: Patrons’ comments: (6 in total 2 female, 4male) Name: Johny Age: 26 Gender: Male Comments: Non-smoker who wants clubs to be smoke-free. Marketing: Thought that vending machines were okay but not direct marketing stalls. He thinks stalls make people smoke more as it reminded them of smoking when they saw them. Name: Damien Age: 27 Gender: Male Comments: Started smoking when he was a teenager but gave up a few years ago when the patches came out. Marketing: Agrees with Johny about marketing but made the point that looking at a wall of cigarettes in a BP Up and Go (24 hour petrol station) is pretty much the same thing. Name: Henri Age: 20 Gender: Male Comments: Non-smoker Marketing: Has a girlfriend who smokes. They had used the Peter Stuyvesant tent at the BDO but could not remember seeing any other marketing and retails stalls at events. Name: Andrea Age: 19 Gender: Female Comments: She is a smoker using the balcony. “I don’t think it is fair to smoke inside so I use the balcony. If the club does’nt have a smoking area I go for a walk, sometimes to the servo for more smokes (laughing).” Marketing: Said she has only seen marketing and retails displays at the Big Day Out, not at Drum and Bass (the style of music played at this event) shows. Name: Simone Age: 18 (looked younger) Gender: Female Comments: Thinks that smoking is “gross especially how you smell (smokey clothes etc) after going clubbing”. Has seen the TV ads (Quit Line) and said they had deterred her from trying it. Marketing: Mainly goes to Drum and Bass events and had not seen any marketing in venues or online.

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Event Name:Event Name:Event Name:Event Name: Arkaba Anthems Location:Location:Location:Location: Ark Nightclub, Fullarton Date:Date:Date:Date: 24/02/06 Time:Time:Time:Time: 9.00pm –4.00am Promoters:Promoters:Promoters:Promoters: Anthems Entertainment License:License:License:License: Licensed +18 only Pass outs:Pass outs:Pass outs:Pass outs: Available Attendance:Attendance:Attendance:Attendance: c650 Tobacco SalesTobacco SalesTobacco SalesTobacco Sales The Peter Stuyvesant stall pictured below facilitated tobacco sales at this event. This photo was downloaded from the promoters web site www.anthems.com.au and illustrates how the tobacco stall achieves proxy access to other mediums via official event and patrons photographs. Tobacco UseTobacco UseTobacco UseTobacco Use A no drinking and no-smoking policy on the dance floor, vigorously enforced by security, lead to patrons smoking only in the dry bar areas between the non-smoking bar and dance floor.

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Patrons’ comments: Patrons’ comments: Patrons’ comments: Patrons’ comments: (6 in total 3 female, 3 male) Name: Ang Age: 22 Gender: Female Comments: Non-smoker who said she had never properly smoked but had tried it a few times when she was young. Marketing: Had seen the Peter Stuyvesant stall in operation on the night and thought that it was not really any different than seeing cigarettes on sale anywhere else. Didn’t seem to mind it being there. Name: Elizabeth Age: 19 Gender: Female Comments: Fairly new smoker who started less than a year ago when she turned 18 and started going out drinking. Said she saw a link between her being drunk and smoking more. Marketing: The comment was made that the Peter Stuyvesant stall did remind her about smoking and that she might buy an extra pack as it was right in front of her. Name: Harry Age: 25 Gender: Male Comments: Another non-smoker who wished that dance events were smoke free. Marketing: Was disgusted by the stall and thought that it was blatantly encouraging and promoting smoking inside the venue. Said he can’t wait until all venues are smoke-free. Name: Davon Age: 36 Gender: Male Comments: Said he used to smoke heavily in his twenties when partying his hardest. His partner asked him to stop when a relative of hers was diagnosed with cancer. He slowly reduced his use and finally gave them up. Marketing: Thought that companies should not be able to set up stalls in venues as “you don’t need encouragement, especially when its hard to quit for some people”. Name: Sophie Age: 30 Gender: Female Comments: Social smoker who smokes Peter Stuyvesant. Marketing: Said that the retail stall in the venue was no different than the bar selling alcohol. Thought that was okay in a licensed venue where only adults are admitted. When asked about the presence of Stuyvesant at the Big Day Out replied that under 18’s should not be allowed into the hocker style chill-out tent. Name: Dave Age: 32 Gender: Male Comments: Non-smoker who hates being exposed to smoke. Marketing: Thinks that the only place tobacco should be marketed is on the pack. He thinks there should be no displays, stalls or signage.

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APPENDIX 2 APPENDIX 2 APPENDIX 2 APPENDIX 2 –––– FOOTAGE OF STUYVESANT TE FOOTAGE OF STUYVESANT TE FOOTAGE OF STUYVESANT TE FOOTAGE OF STUYVESANT TENT, BIG DAY OUT 2006NT, BIG DAY OUT 2006NT, BIG DAY OUT 2006NT, BIG DAY OUT 2006