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White Night Melbourne

In: Business and Management

Submitted By blazar
Words 1236
Pages 5
White Night is known for it’s cultural diversity of arts, music, fashion and many more passions across the city of Melbourne. It is a planned event that happens every year in the month of February, and commences at 7pm and concludes at 7am. It was originated in Paris, France in 2002, in an attempt to make art and culture accessible to large audiences within public spaces. Paris’ Nuit Blanche (White Night) has inspired an international network of programmes in over 20 cities (White Night Melbourne, 2013).

Last year in February Melbourne was the first city in Australia to hold this remarkable event, and unite the ranks of these worldwide cities creating similar all-night events. The event is intended as an ephemeral ''moment in time'' that would light up the city to reveal an art-filled wonderland and then vanish soon after sunrise (Cuthbertson & Northover, 2013). The festival is a fantastic chance to showcase Melbourne as Australia’s international city of artistic improvements, and celebrate the city’s commitment to art, culture and music. The opening of White Night Melbourne involved more than 300,000 people into the heart of the city.

The unique festival is accessible to all ages and it attracts people from interstate. Because it is such an immense event that occurs all night and is based into the city centre, multiple roads are blocked for the hundred of thousands of guests attending and walking the streets of the magnificent light shows occurring. Projections of patterns and colours are presented onto towering buildings and known establishments such as Flinders Street train station and The State Library.

From attending the festival myself for the first time I believe it wasn’t a successful event, I only stayed for an hour and did not enjoy it, however there were certain things I experienced watching and found fascinating which included the incredible artwork projected onto the elevated buildings and the large white letters spelling out White Night displayed on the Princes Bridge.

From having the advantage of attending the event, I consider the festival being very crowded; everyone could barely move and walk around. Many people who attended the event also expressed their disappointment over social media. Mark Smithers stated via Twitter "I hope you guys are gonna report how thoroughly dangerous and disorganised #WhiteNightMelb is, Ppl (sic) could have been killed” (Cuthbertson, 2014). John Hassett another frustrated guest that attended the festival specified his opinions via the White Night Melbourne Facebook page, “The total lack of crowd control was an absolute disgrace, Swanston Street was horrendous with people pushing & shoving. What bright spark decided to put stages there. All it did was create a very dangerous bottleneck" (Cuthbertson, 2014).

Because the city was filled with over 300,000 thousands of people the reception on my mobile phone was very poor, and it was extremely difficult to contact others that were outside the city and also at the festival. Because of this it was also challenging to access social media such as Facebook and Instagram, and search the Internet to locate tram/train timetables. Another distressing incident that occurred that night was the horrendous traffic, it was enormously tough to find a taxi. At one stage others and myself had to walk numerous streets from the festival to essentially find a taxi to get home.

Varieties of fast food stalls were open all night providing food for the thousands of people that attended the event. Many volunteers from a range of welfare organisations such as The Salvation Army were providing tea, coffee and water throughout the night. Public transport hours were also extended in 2014 meaning people attending the event could get to and from the city safely, in comparison to last year’s White Night where public transport completed at 1am and commenced at 5am leaving a 4 hour gap.

White Night is a festival presenting a wide range of art by local and national artists. A festival is an important expression of human activity that contributes much to our social and cultural life. It is increasingly linked with the tourism industry to generate business activity and income for the host community (Allen et all, p.15). In my opinion the festival definitely has a positive impact on the City of Melbourne. It attracts multiple tourists locally and nationally, increases the cities tourism and it deposits money into the economy such as The Multiplier Effect.

The Multiplier Effect displayed in figure 1 is an effect in economics in which an increase in spending produces an increase in national income and consumption greater than the initial amount spent. For example, if a corporation builds a factory, it will employ construction workers and their suppliers as well as those who work in the factory. Indirectly, the new factory will stimulate employment in laundries, restaurants, and service industries in the factory's vicinity (Cultural Dictionary, 2014).

Predominately the three ways I would improve White Night are: * Pedestrian/Traffic Control * Create a White Night Melbourne App * Drag the event throughout 2 nights

White Night was extremely over crowded and majority of people who attended the event expressed their views on social media including ‘White Night Melbourne’ Facebook page. Kerry Stewart commented on the Facebook page saying [She] was disappointed with the logistical side of the Event. There should have been far more pedestrian/traffic control. The area around Flinders Street station was frightening [She] would of hated to have small children because they would have been trampled with the crowd. There was very little presence of Toilet facilities and there should have been more opportunities for food vans etc (Stewart, 2014). I strongly agree with Kerry Steward, from attending the event myself I could hardly move and take photos of the spectacular projections of lights and interact with friends.

With creating a White Night Melbourne App for smart phones screening where all the facilities were and where each act was held, it reduces the amount of paper used to print out maps, and it is eco friendly. Lastly with dragging the event throughout two nights theoretically saying Friday night 7pm-1am and Saturday night 7pm-1am, this will reduce the number of people attending the event; implicating people are able to walk around the city and appreciate the acts occurring on the night. With saying that I would promote Friday night for families with young children and the elderly, and target Saturday night for the younger age group and adults.

Word Count: 1,085

Reference List

1. Allen, J, O’Toole, W, Harris, R & McDonnell, I 2011, Festival and Special Event Management, 5th edn, John Wiley & Sons, Milton, QLD. 2. Cultural Dictionary, 2014, Multiplier Effect Definition, viewed 19th March 2014, <http://dictionary.reference.com/browse/multiplier+effect> 3. Cuthbertson, D, 2014, Half a million attend Melbourne’s second all-night White Night festival, online article, viewed 18th March 2014, <http://www.theage.com.au/entertainment/art-and-design/half-a-million-attend-melbournes-second-allnight-white-night-festival-20140223-33a3j.html> 4. Stewart, K, 2014, White Night Melbourne Facebook Page, viewed 20th March 2014, <http://www.facebook.com/WhiteNightMelbourne> 5. White Night Melbourne, 2013, About White Night Melbourne, viewed 18th March 2014, <http://whitenightmelbourne.com.au/about-white-night-melbourne/> 6. White Night Melbourne, 2013, History of White Night, viewed 18th March 2014, < http://whitenightmelbourne.com.au/history-of-white-night/>…...

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