Frontier Touring ‘Icon’ Mary Bainbridge Is Stepping Into Consultancy Role

Live industry legend Mary Bainbridge is pulling back on her full-time duties at Frontier Touring from year’s end.

Britain-born Bainbridge has clocked close to a half-century with Frontier Touring and its parent Mushroom Group, and worked in every conceivable area of the touring business, more recently as Frontier’s senior ticketing and marketing lead.

Bainbridge “is as legendary as the most iconic of artists that Frontier tours,” comments Frontier Touring CEO Dion Brant.

“With close to 50 years of experience she has arguably seen and done it all. Always reluctant to put herself out there she often refers to herself as Frontier’s chief bottle washer, but everyone in the industry knows that Mary has been integral in developing the live music industry in Australia to where it is today and was Michael Gudinski’s right-hand woman up until his passing.”

With her wealth of knowledge, Bainbridge has served as a mentor to staff at Frontier Touring, announced as promoter of the year at the 2024 Variety Live Biz breakfast in June.

“I’ve known Mary for literally my entire life,” comments Mushroom Group CEO and Frontier Touring director Matt Gudinski, “she is an icon of our business who has contributed considerably to the cultural identity of both Mushroom and Frontier. Mushroom has always been about family and Mary has been a pivotal part of our family for close to five decades.”

Adds Gudinski, “It’s impossible to fully recognise her contribution over the years but on behalf of everyone at Mushroom I would like to thank her and wish her all the best for the future.”

After relocating to Australia, Bainbridge started her career at Mushroom’s Premier Artists in 1977 before moving into a role with Michael Gudinski, the late founder and chairman of Mushroom Group.

Bainbridge would work across Frontier’s tours in Australia and New Zealand, including box-office juggernauts by Kylie Minogue, Ed Sheeran, Madonna, Foo Fighters, Bryan Adams, Paul McCartney, The Police, Guns N Roses, Eagles, Taylor Swift, Billy Joel, Rod Stewart, Bruce Springsteen, Leonard Cohen and more.

In the new year, Bainbridge will consult with Frontier Touring through to June 2025 — marking the end of an era.

“Frontier and Mushroom have been a major part of my life and while I’m incredibly sad to be leaving, this does feel like the right time,” she comments. “Thank you to everyone for the many memories – some that can never be shared of course.”