Case Studies
Bruce Munro: Tropical Light
Design Feature
Type of project
Placemaking
State
Northern Territory
Location
Urban
Bruce Munro: Tropical Light was an exclusive outdoor exhibition featuring eight illuminated sculptures across Darwin’s Central Business District (CBD) by internationally renowned artist Bruce Munro, and local artist contributions. It was open nightly from 7pm-10pm, 1 November 2019 until 25 March 2020.
A major event for Darwin
The exhibition was funded through the Northern Territory (NT) Government Turbocharging Tourism stimulus package, and was part of a strategic investment into festivals and events, recognising their ability to support liveability, tourism and local jobs.
Bruce Munro has a track record of creating “destination art” projects that stimulate local spend. The NT Government had an opportunity to leverage the global awareness of, and interest in Mr Munro’s work to create a major event that attracted tourism during their “Tropical Summer” (low period -November to April).
Bruce Munro has a track record of creating “destination art” projects that stimulate local spend. The NT Government had an opportunity to leverage the global awareness of, and interest in Mr Munro’s work to create a major event that attracted tourism during their “Tropical Summer” (low period -November to April).
The implementation of this major event was to act as a catalyst in changing perceptions about travelling to Darwin during the low period season, as well as changing behaviours in how local industry promote and develop experiences for visitors and locals across the Tropical Summer.
Due to the scale and scope of the project, a range of community engagement methods were implemented at the beginning of the project which included; briefings, advertising, community visioning, focus groups, media stories, newsletters, public meetings, social media, surveys and tours to bring people on board.
Due to the scale and scope of the project, a range of community engagement methods were implemented at the beginning of the project which included; briefings, advertising, community visioning, focus groups, media stories, newsletters, public meetings, social media, surveys and tours to bring people on board.
The project design included three major components, which each provided points of active engagement for stakeholders and community to contribute and support the project. They included the exhibition, the Community Engagement Program and tourism.
The exhibition had two major themes ‘Place’ (Darwin) and ‘Time’ (Tropical Summer). It was located in the Darwin CBD, aiming to stimulate activation for this destination across the low season for both day and night. Fifteen public open spaces were selected within this area to display the series of works of the exhibition. This created a two-and-a-half kilometre trail for people to move around the city in various ways, creating a sense of place, and encouraging active recreation through opportunities for exploration.
The exhibition had two major themes ‘Place’ (Darwin) and ‘Time’ (Tropical Summer). It was located in the Darwin CBD, aiming to stimulate activation for this destination across the low season for both day and night. Fifteen public open spaces were selected within this area to display the series of works of the exhibition. This created a two-and-a-half kilometre trail for people to move around the city in various ways, creating a sense of place, and encouraging active recreation through opportunities for exploration.
The Community Engagement Program invited co-contributors to support the destination with tour providers creating Bruce Munro: Tropical Light product/packages and experiences that value-added to the exhibition and brought business to retailers/hospitality and hotels in the CBD. This component gave depth to the sense of place through the inclusion of Darwin and Larrakia artworks with local and cultural stories relating to themes of ‘Place’ and ‘Time’ for viewers to learn.
The Community Engagement Program component additionally supported Territorians experiencing hardship through a Volunteer Program. Up to 200 local volunteers (including community groups, business and students) acted as positive customer service representatives in greeting, informing and promoting the exhibition and Darwin. The volunteer program partnered with the charity CanTeen to raise funds in supporting teenagers with cancer.
The tourism component encouraged the industry to adopt the phrase ‘Tropical Summer’ in its promotion of Darwin as a destination at this unique time of year. Thereby creating new ways of talking about Darwin and new activities that can be experienced at only this time of the year. Local businesses were supported through the provision of Bruce Munro: Tropical Light and Tropical Summer resources to use, such as window decals, placemats, coasters, signage and licence agreements to create products.
The project engaged research evaluation consultants to assist with data collection and the translation of evidence to inform future Bruce Munro: Tropical Light events.
The Community Engagement Program component additionally supported Territorians experiencing hardship through a Volunteer Program. Up to 200 local volunteers (including community groups, business and students) acted as positive customer service representatives in greeting, informing and promoting the exhibition and Darwin. The volunteer program partnered with the charity CanTeen to raise funds in supporting teenagers with cancer.
The tourism component encouraged the industry to adopt the phrase ‘Tropical Summer’ in its promotion of Darwin as a destination at this unique time of year. Thereby creating new ways of talking about Darwin and new activities that can be experienced at only this time of the year. Local businesses were supported through the provision of Bruce Munro: Tropical Light and Tropical Summer resources to use, such as window decals, placemats, coasters, signage and licence agreements to create products.
The project engaged research evaluation consultants to assist with data collection and the translation of evidence to inform future Bruce Munro: Tropical Light events.
Project team
<ul><li>NT Government; Department Tourism, Sport and Culture – Funding</li><li>NT Major Events Company – Event Delivery</li></ul>
Partners
<ul><li>Bruce Munro Studio – Artistic partner</li><li>Tourism NT – Tourism and Industry partner</li><li>Tourism Top End – Tourism and Industry partner</li><li>Holidays of Australia and the World - Tourism and Industry partner</li><li>Darwin City Council – Venue partner</li><li>Department Infrastructure, Planning and Logistics (DIPL) – Venue partner</li><li>Darwin Waterfront Corporation – Venue partner</li><li>Toga Group – Venue partner</li><li>Activate Darwin – Retail and Business partner</li><li>Darwin City Waterfront Retailers Association – Retail and Business partner</li><li>Hidden Valley Ford - Retail and Business partner</li><li>Thrifty – Rental and Accommodation partner</li><li>Halikos - Rental and Accommodation partner</li><li>Il Lido - Rental and Accommodation partner</li><li>The Cav Hotel - Rental and Accommodation partner</li><li>Mix 104.0 – media partner</li><li>Larrakia Nation – Cultural partner</li><li>CanTeen - Charity partner</li></ul>
Consultants
- Distinctly Tourism Management
- MI Associates
Worked on
- RMI Security
- Atomic
- Programme Electrical
- The Cool Guys
- Fusion
- Colemans
- SignCity NT
- Brandit
- Allcast NT
- Territory Event Hire
- Irwin Consult
- Paving the Way NT
- NT Surfacing
- Royal Wolf NT
- ABR Group
- Coates
- Lloyds of London
- Reliance Risk
- Core Traffic Control
- St Johns Ambulance
- NTPOL
- Brainium Labs
- Captovate
- Windup Studios
- Butley Creek Films
- Shane Eecen Photography
- James Horan Photography
- Louise Denton Photography
- Paul Arnold Gallery
- Matilda Allegria Designs
- Lulu and Daw
- Skinnyfish Music
- Carly Cord-Udy Design
- KWP
- Belyuen/Larrakia Dancers
- Larrakia Artists
- Darwin artists
- 200 local volunteers
Supporters
- Bunnings
- Clontarf
- US Marines
- ABC Darwin
- NT News
- City Savvy
- Savvy Social
- Walk Darwin
- Innovation Hub
- Galleria
- Mantra Pandanus
- Novotel Darwin CBD
- The Atrium
- The Vic Arcade
- Karen’s Kitchen
- Site Skills Training
- Kmart - Darwin
- Damadi
- The Bookshop- Darwin
- Pure Indulgence
- Coles- Darwin
- Cold Rock –Darwin
- 6 x Darwin local Ambassadors
Tour and Package providers
- Crocosaurus Cove
- Walk Darwin
- Wharf One
- Sea Darwin
- Char Restaurant
- Segue way Tours
- Novotel Darwin CBD
- Darwin Hotel
- Rydges Darwin Central
- Palms City Resort
- Hilton Hotel
- Matt Wright
- YNOT Fishing
- SeaLink
- Offroad Dreaming
Project cost
The NT Government through the Department of Tourism, Sport and Culture committed $3.5 million to fund the project.
Health value
- The exhibition encouraged people to engage in active travel while exploring the exhibition sites.
- It also supported healthy nutritional behaviours via the selling of the Tropical Light drink (soda water and fruit) and healthy tropical summer inspired menus.
Economic value
- Bruce Munro’s international reputation and delivery of his first city-wide exhibition in the world boosted visitation to Darwin.
- The project focused on ‘buy local’.
- The scale and scope of the project created jobs.
- As the first major event to be placed in the Tropical Summer, it has been the catalyst for developing new tourism experiences and packages for the season.
Environmental value
- The exhibition signage was powered by solar energy.
- Bruce Munro re-uses and re-purposes art materials from previous exhibitions.
- The water-bottles used as building materials in two of Bruce Munro’s artworks were repurposed.
Social value
- The initiative built the capacity of local businesses in tourism initiatives through a mentoring program, and artists via the opportunity to participate in an international exhibition.
- The Bruce Munro: Tropical Light 200 Club volunteer program provided many opportunities for social connection/engagement contributing to a greater sense of place.
- The activation of spaces brought better safety to dark, underutilised park areas at night.
- The exhibition route supported social connection as it encouraged people to move about around the city and connect with one another.
Use value
The project added value to the community in various ways, including:
- Activation of existing community, cultural or special attractions in Darwin.
- Addressed liveability, tourism and local jobs during the low season.
- Facilitated healthy behaviours and created safer public spaces.
- Supported adolescents and families affected by cancer through the charity partner CanTeen.
- Engaged students and community groups through the Bruce Munro: Tropical Light 200 Club in acquiring their volunteer hours.
- Generated funding opportunities to commission local work.
- Established six local ambassador positions to promote local experiences.
References
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