In 2010, after a multi-million dollar investment in the area. the East Perth Redevelopment Authority contracted Avid Events to devise a strategy to activate the Perth Cultural Centre through events.
Perth Cultural Centre Place Activation Program
2010 – 2013
Metropolitan Redevelopment Authority MRA (formerly East Perth Metropolitan Authority EPRA)
The Perth Cultural Centre is a landmark inner city open space located between the Perth Central Train Station and the inner city hub of Northbridge. The area is home to Western Australia’s key public arts and cultural institutions including
Avid Events worked closely with the client, EPRA, including after its transition in 2012 to a new entity Metropolitan Redevelopment Authority, to devise an events strategy to support the placemaking focus of the Authority, and position the Perth Cultural Centre as one of key local and visitor destinations in Western Australia.
This process involved:
- closely working with representatives of the Perth Cultural Centre’s stakeholder institutions to encourage them to bring activities ‘beyond their doors’
- Working with key organisations and event owners to encourage new uses of the space, including for events such as Fringe World and St Jerome’s Laneway Festival
- liaising with other consultants working on the project such as landscape designers Josh Byrne & Associates to explore thematic linkages for events, and
- researching best practise worldwide for public space events.
Avid Events proposed event strategy was accepted by the EPRA board in 2011. Perth Cultural Centre events developed as part of this strategy included the Illuminites Festival and O’Day events, and a Sustainability Festival in September 2012.