Neon Marketplace is an Australian-first, business-to-business (B2B) platform, delivered by the Office of the 24-Hour Economy Commissioner, which facilitates collaboration opportunities between districts and creatives, artists, event producers and service providers across NSW.
It is an evolution of the NSW Government precinct-based approach to economic development, fostered through initiatives such as the Uptown District Acceleration Program, the Purple Flag night-time precinct accreditation program and Special Entertainment Precincts.
Neon Marketplace brings this approach to placemaking online, allowing 24-hour economy participants to connect and collaborate effortlessly, at a district level, in real time, according to 24-Hour Economy Commissioner, Michael Rodrigues.
“There are currently 26 districts showcased on Neon Marketplace. These districts are collectives of local businesses across Greater Sydney, funded through the Uptown Program to support business collaborations and promotion of their local areas,” he told Retailbiz.
“Now in its third round, the Uptown Program has recently expanded beyond Greater Sydney to support business collectives in areas across Greater Newcastle, the Central Coast, and the Illawarra-Shoalhaven region.
“From graphic designers and lighting technicians to performers and DJs, participants in the 24-hour economy can respond to opportunity listings on Neon Marketplace from districts seeking services, support, creatives and performers for event participation or other offerings to enhance night-time economies and local connections.”
Participating venues have the opportunity to grow their networks across a range of stakeholders within the 24-hour economy to share ideas, seek inspiration and request support, as well as tap into the ‘power of many’ by working collaboratively with other businesses within their local districts.
“For example, districts might be looking for a video editor to produce scroll-stopping social media to promote their local offering, musicians to perform memorable beats across various local venues, or food trucks to serve delicious eats during a local event to attract visitors to the area,” Rodrigues said.
For retail businesses, Neon Marketplace enables them to make new connections and expand their network, diversify their offerings, raise awareness for their business and work collaboratively with others to support their local areas.
“For example, if they’re looking to work with other local businesses to leverage major events, activate the local area through a brand partnership, or gain sponsorship support for their district. Through increased collaboration, businesses and district teams will be able to further diversify and highlight their offerings to increase spend and foot traffic in their district.”
The Hollywood Quarter (HQ), a district within the Uptown District Acceleration Program, partnered with Great Southern Nights on a HQ Live Music Gig Trail this March.
Great Southern Nights, launched by ARIA and Destination NSW, is a live music event that supports the live music, entertainment and hospitality sectors. In 2024, over 300 artists played gigs in Newcastle, the Northern Rivers, Sydney, Tamworth, Wagga Wagga, Western Sydney and Wollongong.
The HQ Live Music Gig Trail was the first collaboration of its kind between a major event and an Uptown District. It involved a curated walk through the neighbourhood for free entertainment, bringing together nine live music venues, 12 restaurants and 20 street performers.
Hollywood Quarter, supported by the Office of the 24-Hour Economy Commissioner via the Uptown Program, has since developed a website and worked on partnerships and collaborations with other major events including Vivid Sydney and Mardi Gras.
Photo credit: Ross Coffey (Villa + Villa).