‘Carnival of Treasures’ – A guide for Business Partners
Interested in becoming a Business Partner?
What is the ‘Carnival of Treasures’?
‘Carnival of Treasures’ is an immersive treasure hunt that will attract over 1000 visitors to explore the Carlton precinct on Saturday December 3, 2022, between 11am and 6pm.
This project pays homage to the melting pot of creative and cultural influences that make Carlton one of the most iconic precincts in Melbourne. It’s developed by Casa Cultura, supported by the City Activations Grants program, and designed so that your business, culture and art can be made visible..
In addition, the journey will also include a series of creative and participative workshops in iconic precinct locations such as La Mama, Trades Hall, Kathleen Syme Library and Lincoln Square. These activities will be designed and led by recognised artists, in partnership with prestigious institutions such as Melbourne Fringe, La Mama Theatre and Community Music Victoria.
The day will conclude with a celebration at Lincoln Square in the style of the world’s most iconic public arts festival: the “carnaval”. Performers of various different South American traditions will come together to showcase their vibrant music and dance, inviting the audience to participate in this iconic example of community engagement in the arts.
How will it work?
Guided by an interactive map, participants will follow clues that will take them to a range of businesses where they might be offered tasters of their products and services, experiences and incentives to return. Business partners will enjoy increased visibility on the treasure hunt day, as well as throughout the project’s promotional campaign and for 3 weeks after the activation.
Supported by the City of Melbourne and a range of project partners, over 1000 participants are expected to take part in the treasure hunt.
As part of the digital navigation, participants will also be encouraged to share their journeys on social media, significantly amplifying the visibility of the business partners.
Accessibility
We aspire to make the treasure hunt as accessible as possible. Including:
- Accessible locations for participants with mobility issues.
- A website designed to be readable by people with impaired vision and assistive technology devices.
- Clear and easy to read instructions available for deaf participants at the activities.
- Paper clues for participants without internet access.
Project Objectives
The ‘Carnival of Treasures’ project responds to the following objectives:
- Attract visitors to the Carlton precinct area.
- Encourage and generate economic activity for local businesses in the Carlton precinct area.
- Stimulate a creative exploration of the Carlton precinct area.
- Creatively facilitate the discovery of products and services in the Carlton precinct area, as well as the historical background that underpins the precinct’s identity.
- Highlight the role and importance of creativity and culture in our lives.
- Deliver an innovative project that positions the arts and artists as cornerstones of community engagement, in support of wide community and business objectives.
- Support the City of Melbourne in its overarching creative, community and business objectives.
This project is supported by the City Activation Grants Program, part of the Melbourne City Recovery Fund, a partnership between the City of Melbourne and the Victorian Government.
Target Audience
This project aims to bring joy to participants through a shared experience while attracting foot traffic and economic activity to the Lygon Street precinct through a unique cultural and creative experience. The target audience profile for the activity includes:
- Families with primary school aged children.
- Creative young people (ages 20-40).
- Diverse and multicultural audiences, including international students.
What is a business partner?
A business partner is a commercial entity located within the Carlton precinct that participates in ‘Carnival of Treasures’ in the following ways:
- Is part of the treasure hunt and receives visitors through the day of the activation.
- Offer a product, service or experience for visitors on the day of the activation
- Promote ‘Carnival of Treasures’ onsite and online, through any available physical, digital and social media channels.
- (Optional) Offer a product, service or experience for visitors for 3 weeks from the date of the event (see Extended Activation below).
- (Optional) Provide cash sponsorship to the project in exchange for added benefits (see Sponsorship Options below).
- (Optional) Provide a limited number of vouchers or other forms of redeemable value, determined by the business, as a prize to be raffled among participants.
Become a Business Partner
There is no cost for businesses to participate in ‘Carnival of Treasures’. Information about optional sponsorship packages is available below under Sponsorship Options.
Interested in becoming a Business Partner?
If you have any questions, please email eyal@casacultura.org
Extended Activation
The treasure hunt will remain available for participants for 3 weeks from the date of the initial activation, until Friday December 23. Businesses who are interested in continuing to receive visitors through ‘Carnival of Treasures’ will remain active in the digital guide and will only need to continue offering a product, service or experience in order to keep receiving visitors through the ‘Carnival of Treasures’ interactive guide.
Sponsorship Options
Businesses who wish to gain higher visibility in the project can opt to become sponsors. The following packages:
Tier 1 – Cost: $500:
- Featured listing on interactive visitors guide.
- Medium sized logo on posters and flyers.
- Mention in press release and in media opportunities, whenever appropriate.
- 3 dedicated social media posts.
Tier 2 – Cost: $250:
- Prominent listing on interactive visitors guide.
- Small logo on posters and flyers.
- 2 dedicated social media posts.
Tier 3 – Cost: $150:
- Prominent listing on interactive visitors guide.
- 1 dedicated social media post.
Project Partners:
Casa Cultura
Casa Cultura Inc. was established in 2014 as a non-profit organisation with the intention of creating a platform to bring about social change by using various art forms to educate while addressing social issues and to assist artists to develop their careers and provide networking opportunities that encourage collaboration. Casa Cultura aims to promote the power of the arts as a valuable tool for social change; increase community connectedness by taking individuals out of isolation and engaging them with their surroundings; drive engagement and collaboration between diverse cultural communities; assist artists to develop and sustain successful and impactful professional careers; and provide individuals with expressive tools to empower them to advocate for themselves and understand their role in the community. casacultura.org
Carlton Inc.
Carlton Inc. is the traders association for the Carlton business district, representing the interests and views of the Carlton community, and aiming to showcase all the great aspects of the Carlton community, including; arts, food, fashion and events. carltoninc.org.au
Community Music Victoria
Community Music Victoria is a volunteer driven not-for-profit organisation that facilitates the development of the skills, opportunities and networks necessary for participatory and accessible music-making to be available to all Victorians, whatever their skills or background. CMVic’s vision is to enhance health and wellbeing, strengthen communities, build social connectedness, and lessen social isolation, through widespread participation in active music making. cmvic.org.au
La Mama Theatre
La Mama is Australia’s most vital, responsive, inclusive and diverse home of independent theatre-making. La Mama is committed to a diversity of artistic approaches, to innovation and to exploring minority as well as general concerns. A vibrant space and prolific production house, La Mama has given initial exposure and support to thousands of playwrights, directors, actors, and technicians as well as poets, musicians, performance artists and experimental film-makers. Its mission is to discover, uncover, and provide a platform for new voices and ideas through theatre and art. lamama.com.au
Melbourne Fringe
Melbourne Fringe democratises the arts. Its vision is cultural democracy – empowering anyone to realise their right to creative expression. They support the development and presentation of artworks by, with and for the people of Melbourne, running the annual Melbourne Fringe Festival, the year-round venue Fringe Common Rooms at Trades Hall, and a range of arts sector leadership programs. melbournefringe.com.au
Multicultural Arts Victoria (MAV)
MAV has a profound commitment to arts and artists shaping the narratives that define who we are as a multicultural nation. It exists to channel the artistic practices of culturally diverse artists and communities to create systems of cultural production and participation that uphold equity and self-determination. www.mav.org.au
