The Metropolitan Redevelopment Authority contracted Avid Events to develop an events strategy for an inner city public space, the Perth Cultural Centre.
Perth Cultural Centre O’Day
2011, 2012, 2013
Metropolitan Redevelopment Authority (MRA) formerly East Perth Redevelopment Authority
T he Perth Cultural Centre (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. 2011 marked the culmination of an $11 million program of work to revitalise the inner city space, creating a safer and more attractive environment for visitors to spend time in.
As part of the strategic work, Avid Events, working with Perth Cultural Centre’s major stakeholder institutions, identified an opportunity to relaunch the area to the public, highlighting the improvements in safety and amenity made during the revitalisation program.
O’Day 2011, timed to coincide with the formal opening of the new State Theatre Centre of Western Australia was initially programmed for February 2011.
Avid Events was responsible for the event management of O’Day from inception to delivery including:
- budget management,
- stakeholder engagement and management
- marketing and publicity planning
- media negotiation
- theming and site dressing
- operations and risk management
When cyclonic conditions required cancellation of the 2011 event 24 hours ahead for visitor and performer safety, Avid Events contributed to the emergency communication plan and negotiated with event partners, performers and suppliers to implement a new date for the event, six weeks hence.
Despite the change of date, the event again won strong media support and attracted over 5,000 visitors to enjoy the new space.
Due to the O’Day event delivering so well on its place making imperative for the Perth Cultural Centre, the Metropolitan Redevelopment Authority commissioned Avid Events to deliver the event again in 2012 and 2013, resulting in an increased number of attendees each year and positive feedback about the upgraded area.
Photography by Jared Seng