Case Study

Key Deliverables 

Pre-Event Planning: 

• Developing strategic project timelines ensuring seamless execution from end-to-end. 

• Coordination of and engagement with key stakeholders to align event objectives. 

• Handling of the event permit application and the process of getting it approved by Parks Victoria and ensure that all the necessary documents are submitted on time. 

Programming  

• A detailed event schedule that includes local and celebrity entertainment, activities and roving performers 

 Marketing and Communication: 

• Community engagement initiatives designed in order to enhance the involvement of the community 

• Targeted outreach to over 100 community groups to increase the local participation 

• Tailored communication strategies to effectively engage CALD (Culturally and Linguistically Diverse) communities 

Vendor Coordination  

• Effective management of exhibitors and vendors to ensure that they are well integrated with the event 

Festival Logistics & Operations 

• Site Design & Layout: Strategically positioning activation zones and the main stage along with vendor stalls and audience areas while also considering entry and exit points. 

• Infrastructure Setup: Supervising the placement of marquees and stages as arranging for barriers and seating, as well as distribution of utilities  

• Wayfinding & Signage: Coordination of efficient and clear directional and informational signage 

• Accessibility Planning: Ensuring the festival is accessible and inclusive. 

• Implementation of sustainability-focused waste management strategies to align with environmentally responsible practices. 

• Traffic and pedestrian management: Coordination of traffic management plans, parking management and pedestrian access 

• Risk Management and Event Safety: Creating and executing safety plans for events while coordinating with emergency services and overseeing compliance to ensure that all suppliers and vendors adhere to safety and operational regulations. Ensuring compliance with all risk management protocols and occupational health and safety standards as other relevant legal obligations such as Australian Standards and Worksafe regulations along with Council Policies, like the Safe Events Policy and approval procedures. 

Brand Activations & Sponsorship:

• Successfully securing sponsorship support to maintain and expand the event 

Program Highlight 

2024 Event Execution  

The Monash Carols by Candlelight 2024 was a successful celebration of festivity and togetherness despite the difficulties experienced in 2023. The program included:  

• A diverse entertainment lineup featuring the Monash Concert and Oakleigh City Bands. 

• A community engagement plan allowing local arts and cultural groups to participate. 

• A thoughtfully executed concert blending contemporary and traditional carols. 

• Engaging performances including Santa’s arrival and a fireworks finale. 

Challenges Overcome 

• Inclement Weather & Rescheduling: In 2023, severe weather conditions meant the event had to be cancelled. Within 24 hours, Fruitbowl Events successfully rescheduled the entire event, demonstrating agility and expertise in crisis management. This quick turnaround reinforced the team’s ability to adapt under pressure and maintain stakeholder confidence. 
• Sensitive Site Management: Jells Park’s delicate ground conditions posed challenges in infrastructure setup. Additional ground protection measures were implemented to prevent long-term site damage, ensuring continued event viability in this location. 
• Mass Crowd Management: Managing over 25,000 attendees required extensive planning. Collaborations with Victoria Police, SES, and private security providers ensured smooth operations and crowd safety. 

Results & Impact 

The Monash Carols by Candlelight continues to be a cherished event, uniting the community in celebration. Fruitbowl Events’ expertise in event management, stakeholder coordination, and contingency planning ensures the ongoing success of this landmark event.