Melbourne's White Night

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Manola Miranda Orozco

Student ID: 4541837

Introduction to Events

Tut. Fridays 13:00-14:00

White Night Individual Assessment

25 / March / 2016

Introduction

The past 20th of February the Melbourne White Night festival took place from 7pm to 7am. Over these 12 hours several events occurred around Melbourne’s CBD, including light shows, concerts, street performances and exhibitions. This is an event that was created and is still supported by the State Government of Victoria.

Background

Melbourne hosted its initial White Night Festival on the 23 February 2013, and ever since it has been hosted every year. Even though it was the first of its kind in Australia, the original concept has a European origin. In 2001 the Mayor of Paris, Bertrand Delanoë’s hired Jean Blaise, an artist director for special events, to come up with a concept of brining contemporary art to the masses. As a framework he used his earlier creation of the Les Allumées (The Lighted Up) but scaled it down to a single night, from 6pm to 6am.  The original Nuit Blanche (White Night) took place on the 5th of October 2002.  ‘Nuit Blanche is a 12-hour event with a mandate to make contemporary art accessible to large audiences, while inspiring dialogue and engaging the public to examine its significance and impact on public space.’ (Nuit Blanche Torono n.d.) Due to its success, it has expanded over the past fourteen years to more than 30 cities around the world.

Classification of the Event

The White Night 2016 was a planned event in form of a festival with a specific purpose. It also had an established program in which the events were classified in four main categories: interactive, light & projection, music & performance, and arts & film. Therefore, the content of it can be classified as both, cultural and entertainment. The State Government sponsored the event and it took place in public spaces, so it can also be classified as an event on Public Space Authorities. This event attracted a large crowd and drew media attention, which makes it a major event.

Unique selling proposition

The uniqueness of this event is the time period in which it happens, as it is the only public event in Melbourne that lasts all night. As it is hosted during and after sunset, it gives the performers the opportunity to play with lights, transforming iconic Melbourne sightseeing attractions into a terrific unique art. Consequently, it gives the attendees the opportunity to experience the city in a different way. Lastly, because a wide range of performances and exhibitions are offered, it can be appealing for a large and diverse group of spectators, as it is more likely to find something of their interest.

Was the White Night 2016 a success or failure?

There are several reasons for both sides of the argument whether or not the White Night 2016 was a success. According to official statements, the attendance this year was estimated at 580,000 people. This means it grew in 16% compared to last year and 93% compared to the first one in 2013. (Cuthberston 2016). Also, the Victorian police reported that they were pleased with the behaviour of the crowd, as no major incidents occurred. (Cuthberston 2016)

However, as for customers’ response, it can be seen as a failure to some extent. On the official Facebook page for the White Night, the event is rated as 2.1 stars out of 5, in which more than 55% of the reviewers gave it a one star rating, and only 17% rated with five stars (White Night Melbourne Facebook Page n.d.). Furthermore, some savage comments were posted on the same page, such as ‘white lie’; ‘incredibly disappointing compared to past years. Embarrassingly bad’; ‘epic fail!!!’. (Cuthberston 2016)

What are the benefits for the City of Melbourne in hosting this event?

In my opinion, hosting an event such as White Night can bring several benefits to the city. Even though it is a free entry event, it attracts tourists, which helps boosting the economy, especially in the hospitality sector. Furthermore, there were some food and beverage outlets in which attendees could consume, so businesses could make a profit out of it. It also helps to improve the quality of life within the local community as free entertainment is provided. Likewise, it helps to create an image of Melbourne making it more attractive for both national and international tourists by reinforcing its position as the event capital of Australia. As a result, it also increases the pride among locals towards their city. According to the White Night artistic director Andrew Walsh, the White Night is “ a great tribute to the people of Melbourne who really do love and respect their city.” (Bennet 2016).