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The Night Market 1

THE NIGHT MARKET

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Affiliation

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The Night Market 2

The Night Market

Core Values

Fundamental vision and goals of the event

The major visions and goals of the Night Market at Queen Victoria market are to create a festival

style atmosphere which will enable the guests to celebrate the summer. The night market thus

creates a great opportunity for leisure activities some of the major activities which are aimed by

the night market include shopping of various commodities as well as eating of the different

meals which are presented in the night market at the Queen Victoria market. The night market is

strategically planned to create a difference from the markets which are opened on a business day.

The open-air night market in Queen Victoria Market is thus the best place to spend summer

evenings after a long day of work (Queen Victoria Market, 2018).

Why?

The night market is held specifically to foster the economy of Melbourne specifically through the

sales of different goods. For example, global street foods are presented and thus sold in more

than 150 stalls in Melbourne. Moreover, the vintage fashion, as well as the electric wares, are

purchased by different customers, and thus the sales lead to improvement of the economy of

Melbourne. Moreover, through the cocktails, the live music, and the beer garden, the significance

of the night market at Queen Victoria Market is significant (Queen Victoria Market, 2018).

Who?

The night market in Queen Victoria Market in Melbourne Australia focuses on different

demographics of people, but most importantly the target audience is the young people. The

The Night Market 3

young people who are interested in different varieties of food and drinks including beer and

cocktail are of great significance to the night market. Moreover, the people who have interest in

the live music, as well as fashion, are also part of the night market in Queen Victoria market. The

working class who are usually busy during the day are also a major target of the event. Notably,

other markets are held during the normal businesses days and thus creating formality unlike the

great experience on the night market of Queen Victoria Night Market (Queen Victoria Market,

2018).

What?

The event provides entertainment in the form of live music, different types of foods and different

kinds of drinks. More so, the event is crowned by different fashions which are presented and sold

to different customers (Queen Victoria Market, 2018).

Where?

The event is an open air market which is characterized by different varieties of food, drinks,

music, electronic wares, and fashion among other products. Additionally, the night market event

in Queen Victoria market occurs every Wednesday during summer for twelve weeks. The

audience is not charged the entry cost into the event which is usually located at Cnr Queen ST

and Therry St of Melbourne VIC 3000 (Queen Victoria Market, 2018).

When?

The night market event occurs between 5 pm and 10 pm every Wednesday of summer.

The Night Market 4

There are five design principles which are applied in explanation of the night event in Queen

Victoria market in Melbourne Australia. The five principles are efficient before logistics as well

as operational aspects of any event (Brown & James 2004 p.60).

Scale

The night market event occurs in Queen Victoria Market, the largest market in the southern

hemisphere which is also an open market. The market is thus 17 acres which is equivalent to

around seven hectares. The event is characterized by more than 150 stalls of food with global

street features. The event also holds street vendors from different parts of the world who sell

foods in more than 50 streets (Queen Victoria Market, 2018).

Shape: the night market event in the Queen Victoria market is made of rows of streets

characterized by foods stalls as well as other merchandise traders. The merchandising traders are

usually beside a rotating line up of musicians and other entertainment.

Focus: The focus of the event is upon the audience who can stroll in the night while shopping,

eating, drinking as well as enjoying different entertainment. As such, there are different foods

presented from different parts of the world. Live music entertainment and variety of cocktails

and beers for the people to enjoy the summer Wednesday evenings in style (Queen Victoria

Market, 2018).

Timing: The event is usually warm weathers to facilitate the interaction of people at night.

Moreover, the event starts from 5 pm to 10 pm. The timing is inclusive of different factors

including the most convenient time for the working class. Moreover, the event allows people

enough time to relax as they enjoy the entertainment. Moreover, the timing of the event allows

The Night Market 5

people time to sleep ensuring that the event does not compromise the working schedule for the

following day (Queen Victoria Market, 2018).

Built

The rotating line-up musicians, as well as the entertainment, was a great way to ensure that the

audience enjoyed various activities including strolling and shopping (Queen Victoria Market,

2018). The short period spent by the audience in the night market event is this always

memorable.

The Design of the night market at Queen Victoria market is inclusive of different aspects

including layout and colors. Notably, the design applied on an event is beneficial to the

customers, to the companies participating in the event as well as to the community as the

successfulness of design leads to fostering of the economy (Pine & Gilmore 1998). However,

there have been various cases where the managers and the event managers focus mostly of the

economic aspect of the event while forgetting the attributes of the design towards the visitors of

the event as well as other stakeholders (Brown & James 2004). However, there is a great need to

ensure that the needs of the customers regarding the design applied in the event have been

fulfilled (Allen et al., 2007). As such, the event managers should focus on enhancing the

customers’ experience (Berridge, 2010). The bright colors used especially by the live

performance artists is a great way of fostering the happy mood among the customers as well as

different audiences in the night market at Queen Victoria market. The bright colors also

facilitate the emotions of the customers, and the warmth created leads to enjoyment of the event

(Nelson, 2007). Other than the bright colored, the event is usually well lit to compensate for the

nights’ darkness. The night view thus becomes clear as a result of the lighting element involved

The Night Market 6

in the night market event. The layout of the event particularly, the rows of streets where the food

and drink vendors operate from is a great advantage towards making the event of the night

market colorful and successful. Furthermore, the line-ups of musicians who rotate in the night

market event entertaining customer’s increases the incredibility of the event making summer

Wednesday evenings a great way of spending the nights. The night market event in Queen

Victoria Market in Australia is usually free of charge, and thus people come in large numbers

due to the free entry. Besides, when customers come to the event, they get awareness of different

foods, drinks, fashions, electronic wares among other products and thus increasing the sales.

The experience of the customers is highly related to the design which has been applied in the

event. However, there is always a need to focus on the needs of the customers and more

importantly in creating an event which is memorable (Pine & Gilmore, 1998). The customers

took their time walking in different streets and trying different foods from different parts of the

world. For instance, the Vietnamese delicacy was a must-take for the customers. The

effectiveness of walking around the night market event was highly facilitated by the availability

of well-designed streets. Moreover, the lighting facilitated movements to a great extent. The

amazing event was also facilitated by the warm colors which created joy among the audience

especially while watching the musicians who performed in line-up spirals. The customers also

had different trials of different fashions. The event was also crowned by the availability of

different drinks including beer and cocktails which people were sipping as they relaxed in

different points and more importantly as they got the music entertainment. In future, the

customers will increase in number due to the already gained awareness of the available products

in the night market. Also, the numbers of the customers are likely to increase if the layout is

maintained. However, customers expect a different look at the night event in Queen Victoria

The Night Market 7

Market. Therefore, changing the colors will impress the customers more as well as maintaining

the arrangement to foster the accessibility of the event.

The Night Market 8

References

Allen, J, O’Toole, W, Harris, R & McDonnell, I 2011, Festival and special event management, 5th

edn, John Wiley & Sons, Milton, QLD

Berridge, G 2010, ‘Event pitching: The role of design and creativity’, International Journal of

Hospitality Management, 29, no. 2, pp. 208-215, Hospitality & Tourism Index, EBSCOhost,

viewed 20

August 2016, http://dx.doi.org/10.1016/j.ijhm.2009.10.016

Brown, S & James, J 2004, ‘Event design and management: ritual sacrifice?’, Festivals and Events

Management, pp.53-64, Hoboken, New York

Nelson, KB 2009, ‘Enhancing the Attendee’s Experience through Creative Design of the Event

Environment: Applying Goffman’s Dramaturgical Perspective’, Journal of Convention & Event

Tourism, vol. 10, no.2, pp. 120-133, http://0-

eds.b.ebscohost.com.library.vu.edu.au/eds/pdfviewer/pdfviewer?vid=3&sid=277a10e3-2e38-

4d76-ae86-04d8d4478205%40sessionmgr107&hid=127

Pine, I & Gilmore, JH 1998, ‘Welcome to the Experience Economy’, Harvard Business Review,

vol. 76, no. 4, pp. 97-105, http://0-

eds.b.ebscohost.com.library.vu.edu.au/eds/pdfviewer/pdfviewer?sid=e235c58c-df24-4200-a3a6-

81df4c6361a2%40sessionmgr103&vid=3&hid=127

Market, Q. V., 2018. Pride at The Night Market. [Online]

Available at: http://qvm.com.au/whatson/pride-night-market/

[Accessed 15 April 2018].

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