Producing NAIDOC in the City since 2013


NAIDOC in the City is the City of Sydney’s official NAIDOC Week event and celebrates Aboriginal and Torres Strait Islander history, cultures and achievements.

Produced by 33 Creative in partnership with the City of Sydney since 2013, the event is held in Hyde Park and has grown to become one of the most unique gatherings and celebrations to occur in the city each year. We have successfully grown the event to now draw crowds of up to 10 000 people, right in the heart of the city.

Staged between 11:00am and 2:00pm, each year the event site teems with thousands of people who enjoy a vibrant festival atmosphere while visiting a wide range festival activities, including arts and Aboriginal culture workshops, an arts and crafts and Indigenous goods marketplace, sports clinics including Indigenous games, traditional Aboriginal dance performances and workshops, food cooked in a traditional earth oven on site, live cooking demonstrations, and live music performances from Australia’s most talented Aboriginal and Torres Strait Islander musicians.

Performers to feature at NAIDOC in the City to date include; Electric Fields, Emma Donovan, Emily Wuramarra, Radical Son, Jessie Lloyd, and Microwave Jenny. Each event closes with a lively crowd of dancers and onlookers who crowd around the concert stage.

Over six years, the event has grown to cater for a variety of people, bringing together large numbers of both Indigenous and non-Indigenous peoples for a day of celebration, fun and unity.


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.