Moonee Valley Festival

A leading community festival

The Moonee Valley Festival is a well established and much acclaimed community celebration. For more than 8 years, Fruitbowl Events has been a significant part of the success of this event which, in its one day, this outdoor festival at Queens Park, draws more than 30,000 people.  

In 2018, Moonee Valley City Council revealed a new concept for the festival, expanding it to a multi-day, multi-event celebration. This transformation was to activate and engage various spaces and facilities across all the neighbourhoods and include local artists and community groups.  

One of the main achievements of this transformation was Illuminate The River, the central event that was held at the Maribyrnong River. Fruitbowl Events created the concept of Illuminate The River, creating a spectacular water show that had never been seen before, with projections, lasers and fire sculptures. This immersive experience is a game changer in the festival domain,and caters for new audiences, and sets a new standard for community celebrations in Moonee Valley. 

Event Details 

  • Attendance: 30,000+ attendees annually (historically one-day, evolving into multiple events). 
  • Transformation: Transitioned from a single-day event to a multi-day, multi-location festival. 
  • Key Activation: Illuminate The River event at the Maribyrnong River. 
  • Community Engagement: Strong partnerships with local artists, performers, and community groups. 
  • Government Support: Backed by Moonee Valley City Council. 

Moonee Study Images - Website Size

Key Deliverables 

Pre-Event Planning 

  • Strategic project planning and development of clear festival timelines. 
  • Stakeholder engagement with Moonee Valley City Council, local artists, and community groups. 
  • Assistance in the transformation of the festival into a multi-day, multi-event celebration. 

Vendor Coordination  

  • Efficient coordination of exhibitors and vendors, ensuring smooth operations and successful event integration. 

Programming  

  • Coordination of multiple stage programs including mains stage, live and local stage and cooking stages 
  • Coordination of programmed, licensed areas  
  • Coordination workshop and demonstration areas  
  • Coordination of the river show including water show, projections and fire sculptures  

Festival Logistics & Site Management

  • 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. 
  • 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 
  • River show logistics: including parks Victoria permits, barge stage  

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. 

Brand Activations & Sponsorship

  • Successfully securing ongoing sponsorship support to sustain and grow the festival. 
  • Collaborating with sponsors to develop meaningful brand activations that enhance festival engagement and attendee experience. 

Program Highlights 

Illuminate The River was the centrepiece of the festival transformation, featuring: 

  • Live Performances: Showcasing local and national artists. 
  • Spectacular Water Show: A stunning combination of projections, lasers, and fire sculptures on the Maribyrnong River. 
  • Food & Beverage Precinct: Featuring diverse culinary offerings from local businesses. 
  • Community Activations: Partnering with cultural and community groups to engage attendees. 

Challenges Overcome 

Transitioning from a Single-Day to Multi-Event Format: Navigating the logistics of multiple venues and ensuring seamless coordination across different neighbourhoods required extensive planning and stakeholder collaboration. 

Stakeholder Engagement: Aligning council objectives with community expectations and balancing traditional festival elements with new activations required effective communication and planning. 

Infrastructure & Site Planning: The new format involved multiple sites including a water based activation with varying requirements, necessitating meticulous logistics, risk assessments, and crowd management strategies. 

Results & Impact 

Fruitbowl Events successfully executed the transformation of the Moonee Valley Festival into a dynamic, multi-location celebration that extended its reach and engagement across the municipality. The Illuminate The River event became a key highlight, attracting widespread participation and positive feedback. By enhancing community partnerships, delivering seamless logistics, and executing a compelling entertainment and activation program, Fruitbowl Events ensured the continued success and growth of the festival. 

1
Moonee Website Main Picture
1
2