Event managing Sydney’s major NAIDOC celebration


33 Creative was proud to secure a 3-year tender to manage the City of Sydney’s annual outdoor festival celebrating Aboriginal and Torres Strait Islander history, cultures and achievements during NAIDOC week.

Our team is well-acquainted with the needs of producing and managing this large, free outdoor festival in Sydney’s Hyde Park for thousands of Indigenous and non-Indigenous residents and visitors, having now produced the festival for six years (2012-2015 on behalf of Vibe Australia).

Each year, it has grown in size and scope:
– 50% increase in number of stallholders each year
– 50% increased in number of attendees over 5 years
– Securing high-profile and high-value sponsorship each year


After developing the creative concept of the event under the national NAIDOC theme, our team secured and produced an inspiring knowledge and culture program, diverse marketplace with dozens of stalls, and high-profile musical acts and entertainment. We also developed bespoke cultural experiences such as our NAIDOC Bike Tours (a partnership between the City of Sydney Cycle team and local Aboriginal tour operators to showcase significant sites on their bikes) and live traditional cooking demonstrations in the park with Clayton Donovan (2015) and Mark Olive (2016).

We developed and nurtured strong relationships with a vast array of stakeholders, from community, to government to corporate organisations. These included Aboriginal and Torres Strait Islander art groups, artists, musicians, businesses, food vendors, schools, Taronga Zoo, The Australian Museum, NSW State Library, Sydney Observatory, the Sydney Kings, the NRL, the Powerhouse Museum, Commonwealth Bank, Westpac, the Sydney Aboriginal and Torres Strait Islander Advisory Panel, the National Centre of Indigenous Excellence and more.

We provided marketing assistance to the City of Sydney, including engaging with the City of Sydney school holiday programs in Sydney, developed site signage, managed sponsorship and budgets, and managed on site dignitaries including Elders, the Lord Mayor, Clover Moore and the NSW Governor, David Hurley.

Over six years, the event has grown to cater for a variety of people within the City of Sydney including the local Aboriginal and Torres Strait Islander community, general City of Sydney residents, office workers (hoping we could draw them to the park for their lunch break to participate), tourists visiting the city and people with an interest in Aboriginal and Torres Strait Islander culture.

We targeted a mix of Indigenous and non-Indigenous citizens, tourists and office workers in and around Sydney, but found that many people would travel intra and interstate specifically for the event.