The Metropolitan Redevelopment Authority in partnership with the Department for Culture and the Arts Western Australia commissioned a Christmas celebration with a difference, to be produced and managed by Avid Events.
Metropolitan Redevelopment Authority (MRA) formerly East Perth Redevelopment Authority
Over two Friday nights in December 2011, Avid presented a free evening Christmas festival in the Perth Cultural Centre (PCC). The PCC is a strategically located inner city open space surrounded by Western Australia’s key cultural institutions and the vibrant William Street shopping and dining precinct.
Festival elements included
- a commissioned ephemeral public artwork in film and projection by artist Phil Gamblen
- local creative industry gift markets curated by OnWilliam
- live music
- big screen entertainment, and
- a sculptural Christmas tree created from up-cycled bicycles.
With participation from On William, nearby William Street’s business collective, and the State Theatre Centre, the event received an estimated 4,000 visitors on the first Friday evening, increasing to approximately 6,000 visitors on the second Friday, and generated positive media exposure and visitor feedback.
In 2012, the event returned for a single Friday evening on December 14 . The 2012 event included:
The event again attracted positive pre-event publicity, and the visitors for this evening at an estimated number of 10,000, equalled the two-night visitation of the previous year. This result was largely attributed to to postive social media and word-of-mouth promotion of the quality of the Illuminites event.
Photography by Jared Seng