Darling Harbour was established in celebration of Australia's bicentenary in 1988 and has since become recognised on a local, national and international scale as the entertainment centre of Sydney. Managed by Sydney Harbour Foreshore Authority, it is now one of Australia's most popular leisure destinations, with more than 26 million visitations each year to its world-class facilities.
Darling Harbour's transformation, a $3.4 billion 20-hectare development which will deliver the International Convention Centre Sydney (ICC Sydney) and a new neighbourhood, moves Sydney's most loved precinct towards a new era.
The Darling Harbour Alliance, a public/private partnership of key stakeholders from the precinct, has committed to a three-year calendar of exciting and unique events and entertainment at Darling Harbour to provide visitors with an experience unlike anything else in Sydney.
The Alliance partners - Sydney Harbour Foreshore Authority and the Australian National Maritime Museum, Cockle Bay Wharf, Darling Harbour Live, Darling Quarter, Harbourside, IMAX Theatre Complex and Merlin Entertainment Group (SEA LIFE Sydney Aquarium, WILD LIFE Sydney Zoo, Madame Tussauds Sydney),– welcome the development of ICC Sydney and look forward to creating a new chapter for this iconic destination.
Darling Harbour is currently undergoing its most exciting renewal in 25 years, concluding in 2016. The project will provide the Darling Harbour precinct with a world-class private and public event, exhibition and public space.
During this period, applications for commercial activation opportunities in the precinct must be endorsed by the Darling Harbour Alliance.
Please continue to direct activation proposals about product or brand launches, temporary events and activiations and cultural festivals to the Sydney Harbour Foreshore Authority's Venue Hire Commercial Opportunities and vessel bookings team, by visiting www.shfa.nsw.gov.au and clicking on "For Business".
The above activation categories will not be assessed by The Darling Harbour Alliance.
Please note: Food & Beverage Vendor or Merchandise Vendor applications will not be accepted or assessed by Sydney Harbour Foreshore Authority.
The Darling Harbour Alliance Submission Criteria requires proposals to demonstrate benefits to Darling Harbour and indicate how the activation can and will respond to at least three of the key activation pillars listed below:
Activation supports and enhances the Darling Harbour brand position and has the elements of Dynamic, Innovative and Celebration at its core.
Activation leverages or links with other wider Sydney events that exist or are planned.
Activation that drives business, consumer spend and visitation to the Darling Harbour precinct. These may also align with or support the Australian/international retail calendar, including but not limited to Valentines Day, Easter, Mother's Day, Christmas in July, Father's Day, Melbourne Cup Day, Christmas.
Activation that integrates and supports the Alliance partners in Darling Harbour (Australian National Maritime Museum, Cockle Bay Wharf, Darling Quarter, Harbourside, IMAX Theatre and Merlin Attractions) and the wider Darling Harbour businesses.
Please forward the completed PROPOSAL SUBMISSION FORM with your proposal to:
Attn: Project Manager, Activation, Sydney Harbour Foreshore Authority
Post: Post to PO Box, N408, Grosvenor Place, NSW 1220
Deliver: Level 6, 66 Harrington Street, The Rocks 2000