Melbourne Firelight Festival

The City of Melbourne identified a need to activate the Docklands Precinct through a series of events aimed at: 

  • Enhancing visitor experience 
  • Increasing foot traffic and boosting the local economy 
  • Positioning Docklands as a premier event destination 

Fruitbowl together with our creative team pitch a series of concepts and was awarded the tender  

Fruitbowl Productions was awarded the tender to design and deliver these activations, which included Christmas events, the Harvest Festival, and the inaugural Firelight Festival. 

Firelight Festival became the most successful event Docklands had ever hosted, attracting over 30,000 attendees and transforming the precinct into an immersive winter celebration that continues annually today.  

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Key Deliverables 

Fruitbowl Productions managed and executed all aspects of the event, ensuring a seamless and engaging experience for visitors. Our key deliverables included: 

 Pre-Event Planning: 

  • Developing strategic project timelines ensuring seamless execution from end-to-end.  
  • Comprehensive event programming, including culinary activations, entertainment, and family-friendly activities. 

Marketing and Communication: 

  • Development and execution of a strategic marketing and communication plan, ensuring cohesive messaging across all platforms. 
  • Digital marketing and advertising strategy, including content creation, social media management, paid campaigns, and email marketing. 
  • Publicity and media relations, including securing media partnerships, coordinating press releases, and engaging influencers to maximise exposure. 
  • Community engagement initiatives designed to enhance inclusivity and participation. 

Creative / Programming  

Engage and working with artist to create fire sculpture 

 Trader and Community Consultation and Liaison   

  • Liaising with local traders and community groups, schools and not for profit organisations to ensure maximum participation  
  • Efficient coordination of exhibitors and vendors, ensuring smooth operations and successful event integration. 

Festival Logistics & Operations: 

  • Site Design & Layout: Strategic placement of activation zones, entertainment stages, vendor stalls, entry/exit points, and audience areas. 
  • Infrastructure Setup: Overseeing installation of marquees, fencing, stages, seating, and utilities (power, water, sanitation). 
  • Wayfinding & Signage: Directional and informational signage for efficient navigation. 
  • Accessibility Planning: Ensuring the festival is accessible and inclusive. 
  • Waste Management: Integration of sustainability-focused waste management initiatives to align with environmentally responsible practices. 
  • Traffic and pedestrian management including coordination of traffic management plans, parking management and pedestrian access 
  • Risk Management and Event Safety: Development and implementation of risk management and event safety plans, direct liaison with emergency services and oversight of compliance, ensuring all suppliers and vendors meet required safety and operational standards. Satisfy all Risk Management, OH&S, and other related legislative requirements, including Australian Standards, Worksafe legislation, and Council Policies such as the Safe Events Policy and approval process. 

 Event Highlights 

Spectacular Firelight Installations – Giant wooden effigies by artist Christian Patton were set ablaze on the waters of New Quay, accompanied by a choreographed fireworks display. 

Immersive Entertainment – Visitors were captivated by live performances, roaming artists, and musicians, creating a warm and vibrant winter atmosphere. 

Culinary Experience – A curated selection of fine food and wine producers showcased local flavors, enriching the event’s cultural appeal. 

Results & Impact 

Unprecedented Success – Firelight Festival became a benchmark event, attracting record-breaking crowds and exceeding expectations. 

Economic Boost – The event drove increased visitor spending, benefiting Docklands businesses and reinforcing the precinct’s value as an event destination. 

Long-Term Growth – Firelight Festival has since become an annual highlight, growing in scale and reputation year after year. 

Conclusion 

Through innovative event design, expert logistics, and a focus on community engagement, Fruitbowl Productions successfully delivered a high-impact festival that redefined the Docklands experience. The overwhelming success of Firelight Festival reinforced Fruitbowl’s expertise in large-scale event production and our ability to create unforgettable experiences that drive visitor engagement and economic growth. 

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