The Importance of Night Markets

Possibly, the best known are the Victoria Market and Gaslight as well as St. Kilda Beach Markets (Telegraph 2016). They are convenient sale points where residents, visitors, and tourists can shop for household needs, jewelry and clothing. According to Lee et al. (2008), night markets offer an alternative option for shopping (217). The Queen Victoria Night Market is a bustling night with a variety of food stalls. It is an essential place for companies summer outings or for after-work snack that proceeds Friday night partying. Both locals and foreign visitors agree that nightclubs are common features in the local society. Conversely, the traders have a great opportunity to sell their wares, food while the artist presents their pieces to the market (Huang, Liou & Tzeng, 2009, p 6). People from different parts of the world visit the market nights for new experiences in life. I recently had an experience at the Night Market where I observations, conversations and engaging some visitors and vendors. The temporary markets are unique and rich phenomena.

The significance and core value of the event

Queen Victoria Markets Night Market buzzes with energy. From vibrant live performances to boutique and vintage shopping, there is plenty to keep every visitor entertained. Goldblatt (1997) indicated that the event must satisfy the organizers and visitors to have the credit of successful activity (17). In the process, the organizers answer the why, Who, What and where? of the particular event.  Once a year, many traders and buyers gather in Melbourne for the Summer Night Market (Queen Victoria Market 2016). Traders and food vendors have the opportunity to showcase their professionalism to residents, visitors and tourists Melbourne boosts it cultural food and like taking competition from other regions such as Asia and Europe (Queen Victoria Market, 2016).  The different cuisines at one place attract a variety of interest from the visitors. The live music added flavor to the food and beverage festival (Douglas, Douglas, and Derret, 2001 p. 43). The night markets target young people, senior bachelors, and families. People come to celebrate life. Other objectives are to help the festival to raise funds for the business owners as well as the Melbourne City council. The rent for each stall or space starts at as high as AUD 1010 per night. The design of the stall allows every trader to have enough space to display wares and cuisine.

The Design of the Event

The Night Market at Queen Victoria Market Arguably the most popular market in Melbourne. The open-air shopping or markets activities take place in the everyday spaces in the City. Petty traders and hawkers occupy designated part of the city’s Central Business District when they have their stalls (Dimmock & Tiyce, 2001, p. 364). During the day, the street has a beehive of activities. During the night, there is no traffic in the city and creates adequate space to hold the different shops and vendors for the Night Market Event. One can walk freely meaning the event designers considered the shape and the bigger outlook which was attention-grabbing (Brown & James, 2004 p.54).  The stall had their unique way to attract customers with advertisements and inviting graphics indicating the food they are selling (Telegraph 2016).

During the summer months, there are night markets and twilight market in Victoria, Queen, and Melbourne. The set-up is based on the ever-changing entertainment programs every year.  Selection of diverse foods varies to perfectly fit the different target visitors.  The timing is perfect due conducive weather between September and December.  The nights have little car traffic and allow free movement of people.  It is difficult to explain the shape of the market as several streets close but has centralized walkways. The location was comfortable for an outdoor event. The warm weather and open fires, as well as mulled wine, creates the opportunity for people leave their residents and come for the outdoor event.   The creativity and innovation this repeated event created great excitement (Allen et al., 2011, p.1; Berridge, 2010,p.208).  According to Nelson (2009), all activities are tailored to maximize customer experience, joy and positive reputation (120).

Experience of the Event

Different people have varying viewpoints about an activity or event (Berridge, 2007, p.2). According to Pipe and Gilmore (1998) an experience occurs when organizers of night events create memorable events (p.98).There is unpretentious feeling when one walks through the bazaar or night market (Khalilah 2010). There is also something spectacular about experiencing the informal and temporary festivals or events happening in city spaces. There exist guidebooks and maps that entice the visitors to take part in activities and experience local event. Temporary markets viewed at glance may look similar but the experience and conscious engagement results to a richer understanding of local people and how the city operates (Adema, Wesley, 2009 p. 119).

I took time to stroll from one corner to the other looking at goods displayed by various entrepreneurs. I took some time to greet and talk to new friends along the way.  I enquired about the price and acknowledge artists’ handwork items and walked on. I managed to buy a bungle after bargaining for some discount. 

The night market offered a friendly and relaxing atmosphere where the customers enjoyed the diverse environment and a variety of fresh fruits and freshly cooked food at affordable price. After doing shopping and feeling tired of walking around, it was time for dinner.  There was a variety of food ranging from the mouth-watering Italian charcoal meats Jamaican flavors, Taiwanese pancakes and sushi doughnuts to artisan gelatin and American waffles. I left some room for the dessert. Sangria, an apple juice was adequate to wash the food down the throat. Later, I enjoyed the Mitchelton Spritz (Aperol Spritz with Mitchelton sparkling wine). Before leaving, I went to one of the shops and bought the Melbourne Gin Company Negron.  Non-alcoholic traditional lemonade and fruit slushies are also available.

The interaction of people from different race, ethnicity, and economic backgrounds was very touching. People could do great if they stayed in peace with each other. The sight, smell, sound, food and the general atmosphere made me want to visit another time.

In conclusion, the temporary market in the contemporary City of Melbourne plays a heterogeneous role.  The central business district is a social, cultural and commercial space.  The night markets are one-day event forming the urban culture and possess rich sources of daily life.  The night market establishes the city’s cultural identity. The local culture interacts with external influences within a particular place and time.  The market generates a lively and vibrant atmosphere while it acts as a catalyst to local economic growth.

References

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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, , Accessed  April 24, 2018 http://0-eds.b.ebscohost.com.library.vu.edu.au/eds/pdfviewer/pdfviewer?vid=3&sid=277a10e3-2e38-4d76-ae86-04d8d4478205%40sessionmgr107&hid=127

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