Midsumma Carnival Stallholder EOIs

Stallholder Information

Keep up to date with Midsumma COVID-19 Updates

* Interested in being a Food Vendor at Midsumma Carnival or Midsumma Pride March? If so, see Food Vendor Applications.


On this page, you will find information on expressing interest in being a Stallholder at Midsumma Carnival 2021.

On 17 January 2021, Alexandra Gardens will be transformed for a day into the queerest precinct in town, and Midsumma invites your organisation to present yourself to an audience of thousands of LGBTQIA+ friendly people.

Throughout the event Midsumma Carnival attendees will set up picnics, watch hours of free entertainment, wander through the precinct, and most importantly - find out about your business or community group! Come join the fun and be a part of the 2021 Midsumma Carnival, as we host a range of stalls across the grassy lawns of Alexandra Gardens, populated by diverse community groups, government agencies, liaison units and commercial businesses.

Stalls are open to the public from 11am to 5pm on the day. Registered stallholders will be notified in December of set up and pack down ('bump in/ bump out') times.

Midsumma Festival does have some commercial exclusivity contracts in place and reserves the right to decline EOIs and refund any stalls who fall under this. If you have concerns please contact [email protected] ASAP.



Obviously plans for all events anywhere are a little up in the air at the moment due to the impacts of COVID-19 constantly shifting the external environment, the types of gatherings that can take place and the requirements that event producers like us have to put in place. Planning an event of the scale of Midsumma Carnival is even more complex at this time but we want to give the very best chance for Carnival to take place, as successfully and safely as possible.

No doubt by January things will look different to now and we hope that we will all once again be able to enjoy Midsumma Festival events that meet whatever requirements and social distancing measures are in place at that time.

Of course, planning takes time and if we don’t get plans underway now we would find it very hard to finalise everything at the standard we all expect by the time we hit the crucial later planning months of 2020. To enable this, we are currently developing plans for a number of different options for Carnival at varying scale, attendance numbers and site layouts. We do expect that the numbers of attendances will have to be reduced and there will likely be advanced bookings required to facilitate contact tracing. Whether this can be only a few thousand or many more, due to the ongoing popularity of the event we do expect that all available places for attendees will be snapped up quickly as soon as we launch the program, with capacity attendance at whatever level we are able to facilitate by January.

As part of these plans we also envisage we will need to limit the numbers and size of stalls from past years to ensure the correct space and distancing around them. The number of stall sites that might be available are variable at this time; we will aim for the largest number we can provide once we gain more information in the coming months on what COVID-19 restrictions are likely to still be necessary by early 2021.

With the knowledge that stall spaces will be limited, we currently have a waitlist for Midsumma Carnival Stalls in 2021 open until Monday 9 November.


How do you get involved? Here are the first three steps to get you started!

  1. READ the information below to ensure you are totally ready for Midsumma Carnival 2021.
  2. TALK to a Midsumma staff member about any queries you may still have. Email [email protected].
  3. JOIN the waitlist before COB Monday 9 November 2020 and complete the registration form, and pay your fee by Friday 27 November 2020.

Note: Failure to provide payment and documentation by the due dates may mean you will miss out on a space at Midsumma Carnival.

View the Midsumma Carnival Stall Terms and Conditions.

Below you will find all the information needed about hosting a stall.

Can't find the answer? Email [email protected].


Key Registration Dates

EOIs Open: 31 July 2020
Early Bird Discount Closes: 14 August 2020
EOIs Close: 9 November 2020

Stallholder Registrations Confirmed (if not sooner): 9 November 2020
Stallholder Production Form Opens:
13 November 2020
Stallholder Registation Fee Due: 27 November 2020
Stallholder Production Form Due: 27 November 2020

Stallholder Information Pack Released: 4 December 2020


What does your registration include?

Each general booking consists of the following:

  • 3 x 3m marquee space (marquee provided)
  • 1.8 trestle table
  • 2 plastic chairs
  • 2.4 x 0.3m corflute sign with your organisation's name (and optional logo)
  • A listing on the Midsumma Festival website

In 2021 due to expected limitations on stall numbers, a maximum of one stall spaces may be purchased per order. The placement of individual stalls within the site will be determined by Midsumma staff once applications have closed and final stallholder numbers are confirmed.

Corflute Signage

Since 2020, Midsumma Festival has included design, printing, and installation of a corflute sign for every stall at Midsumma Carnival, rather than offering this as an optional extra.
This decision has been made in order to give all stallholders heightened visibility at the event, assist all stallholders and volunteers during bump in and give the event a clean, professional look.


Midsumma strives to make the event as accessible as possible to all groups, so registration fees are aggregated according to your organisation.
Please note registration fees below are inclusive of your $100 deposit.

Stall Categories and Pricing

Commercial Stall

Criteria: Operating for profit - registered company (ACN)
Early bird price: $1,320
Regular price: $1,720

Travel Consultancy
Insurance Providers

Small Business Stall

Criteria: Operating for profit (sole trader operating through an ABN) - Turnover of <$75,000
Early bird price: $670
Regular price: $950

Jewellery Designer
Wedding Photographer
Merchandise Retailer

Large Community Organisations

Criteria: Annual Revenue of more than $350,000
Early bird price: $670
Regular price: $950

Local Council, State or Federal Government branches, offices or political parties
Local Council, State or Federal Government agencies or initiatives
National or international not-for-profit / community organisations
Educational Institutions

Small Community Organisations

Criteria: Annual Revenue of less than $350,000
Early bird price: $400
Regular price: $610

LGBTQIA+ social and community groups
Health service not-for-profit / community organisations 
Community theatre companies or artist-run gallery spaces

Shared Small-Community Stall

Shared Community Stalls have been developed following feedback that some groups want to represent themselves at Carnival, however cannot afford the fee of a full stall.
Please contact Midsumma Festival for more information and to express interest in a shared community stall, by emailing [email protected] or calling 03 9296 6600.

All prices are inclusive of GST.
An external surcharge of 1.5% applies for credit/debit card payments.

Early Bird Pricing

Early Bird discounts as described above are available to stalls who submit their expression of interest and pay their deposit prior to Friday 14 August.
This discount will be applied to your full registration fee in November.


The maximum portion of fees to be refunded by Midsumma to stallholders depends upon the date at which Midsumma receives written notice of cancellation as outlined below:

  • Prior to Monday 9 November (or registration confirmation): Deposit is non-refundable
  • After Friday 27 November 2020: Registration fee (inclusive of deposit) is non-refundable

In the event that Midsumma Carnival cannot go ahead due to COVID-19 related restrictions, all stallholders will be fully refunded their registration fee and their deposit.


As a Midsumma Carnival stallholder, you receive a 20% discount to advertise your event in the Midsumma Festival Digital Guide.

This is a unique opportunity to purchase advertising at a reduced rate, for extra promotion of your business or organisation in the online guide.

Email [email protected] for more information.

Tables: additional trestle tables - cost $25 each

Chairs: additional plastic chairs - cost $12 each

Power: Single 10 Amp Outlet - cost $60
For more advanced power requirements (15 Amp and above), please email [email protected] to organise. This may incur an additional cost.



Giveaways are a popular option for many stallholders. Food samples, branded merchandise, flyers and postcards are all great ways to engage with the thousands of attendees at Midsumma Carnival.
While a great option, we do encourage stallholders to look at more innovative and green options such as reusable water bottles, digital promotions, or tote bags - and stay away from disposable options such as plastic or paper fans, paper flyers, or elastic wristbands.

Please note that any paper collateral distributed must contain the words "Please dispose of responsibly" or similar, printed on them.

If you are looking to give away anything intended for human consumption (lollies, fruit, or bottled water) you will need a food traders permit from the City of Melbourne - yes, even for bottled water! These permits are free and obtained through Streatrader. If you do not have your food permit before Midsumma Carnival, you will not be able to provide food or beverages.
Don't stress - the process is usually quick and free, depending on what you are giving away.


While you are not allowed to sell food or beverage (as this is reserved for our Food Vendors on site), many stallholders will sell merchandise as part of their stall. This could be branded clothing for your organisation, pins and badges, swimwear/underwear, or something else entirely!

While we welcome all stallholders to participate, Midsumma Carnival is not designed to be a retail marketplace.

Electrical Equipment

As part of your stall registration you can order site power rated up to 10 amps (although if you need more heavy duty power, this can be arranged). Many stallholders will simply use this to charge their tablets and other devices but in some instances stallholders will include a photobooth as part of their stall, or some other activity to engage with the public.

We encourage stallholders to get creative with their stalls but it is a requirement that all electrical equipment brought on site has been tested and tagged.

It is the responsibility of the stallholder to ensure that they provide accurate information about the equipment they are bringing on site. 10 amps is generally enough for a handful of tablets or devices, but if you are bringing a deep fryer, a popcorn machine, a slushie machine or something similar - it would be advantageous to check what amperage your equipment draws!

If you're not sure, contact the Midsumma Festival team at [email protected] or 03 9296 6600.


Midsumma Festival provides all stalls with a 2.4m x 0.3m corflute sign (see example below), but you are welcome to add any additional signage to your stall that you like.

Make your stall stand out with signage, but please ensure your signage stays within the 3x3m footprint of your marquee, isn't pegged into the ground, isn't attached to any of the surrounding trees, and isn't attached with any kind of adhesive.

If you are planning to get some signage made specifically for the event, the marquees provided are 3x 3x 2.28m (WxDxH). For more detail about the marquee dimensions, contact the Midsumma Festival team at [email protected] or 03 9296 6600.

Corflute Sign with text "Australia Post" and a copy of the logo.

Social Distancing

Midsumma Festival will need to ensure that all stallholders are practicing social distancing in-line with the public health guidelines that are in place at the time of the event.

Please consider this when planning your activities and stall layouts. In addition, there will be a limitation on the number of staff you can have running your stall of only 2 people per 3x3m marquee space. Please practice good hygiene at the event. 


Due to environmental regulations, glitter is not permitted on site. If you are planning to use eco-glitter as part of your stall, contact Midsumma Festival to get prior approval.


In order to protect the grass at Alexandra Gardens, no vehicles are permitted on site. Vehicles can be driven onto Boathouse Drive as part of the bump in, but must be moved elsewhere prior to the beginning of the event.

More details about bump in will be provided at a later date.


We encourage stallholders to bring their own signage to their stall, however, nothing is to be attached to the trees in the area or pegged into the ground due to City of Melbourne environmental restrictions.

In addition, we ask stallholders not to attach anything to their marquee with adhesives - cable ties or string are recommended.


Stallholders are restricted to roving within the 1 metre perimeter around their marquee. Stallholders who move outside of this space to engage with patrons will be asked to return to their stall.


Midsumma is a non-profit organisation staffed by a small team of committed professionals, governed by a voluntary Board of Management, and supported by hundreds of generous and passionate volunteers every year.

Cash donations collected at major events help us to keep much-loved events like Midsumma Carnival and Midsumma Pride March free and accessible for everyone. As a result, we do not allow other people at the event to collect cash or on-the-spot donations.

Leave No Trace

In order to keep the site looking clean and beautiful, we ask that all stallholders take responsibility for leaving their stall in the same condition it was in when they arrived.

Express your Interest!

The waitlist will close Monday 9 November 2020. After you've completed EOI, you will be notified as to whether your registration is confirmed, requested to pay your full registration fee, and sent the Stallholder Production Form requesting other key information as we get closer to the event date. This will need to be paid for and completed by Friday 27 November 2020.

We highly recommend that you have all of the required elements ready to go when you commence your expression of interest.

To complete the Stallholder EOI you will need:

  1. Contact details
  2. The details of your organisation

To complete the Stallholder Production Form, once registration is confirmed you will need:

  1. Public Liability Insurance
  2. Additional stall facilities needed:
    • Extra tables
    • Extra chairs
    • Site power
  3. Streatrader certificate (if giving away edible products)
  4. Hi-Res organisational logo (optional)
  5. Payment of stall fees
  6. Some great ideas for what you are planning on doing on the day!


Midsumma Carnival Stallholder

Please use the form below to express your interest in a stall at the 2021 Midsumma Carnival on Sunday 17 January 2021.

Be sure to read the Carnival Stalls Information in the Essentials/Overview section above. Also take a moment to read through the entire form before you start, to make sure you have all the information you need.

Express your Interest in a stall for Midsumma Carnival (Form 1 of 2). Required fields are marked with an asterisk (*)

Primary Contact

Enter the details of the person who should receive all information and updates about your stall EOI leading up to Midsumma Carnival 2021. There will be an opportunity to provide additional, event-day contacts in Form 2, after we process and confirm your initial registration.

Organisation Details

This is not necessarily your stall's name but the name of your organisation/ business.

Midsumma Festival does have some commercial exclusivity contracts in place and reserves the right to decline registrations and refund any stalls who fall under this.

Stall Details

Additional details will be collected in Form 2, closer to the event and following confirmation of your registration.

This isn't necessarily just your organisation's name, feel free to get creative (e.g. Pride at Starbucks).
This is what will be printed on your stall's sign, listed on the website, and included in public facing maps of the event.
Midsumma Festival will endeavour to satisfy your request but stall locations are determined by number of marquees in a booking, power requirements, organisation category and other factors. There are no premium positions and foot traffic is high throughout the entire precinct. Stall placement is at the discretion of Midsumma Festival and not for negotiation.

After submission, you will be sent a copy of the details you have supplied. If any of these details change, please email [email protected] ASAP.

In the coming months, we will contact you to:
1) Confirm the outcome of your EOI
2) Request payment of the remainder of your registration fee
3) Send you Form 2, in which you will supply some more production specific information
4) Send you the Stallholder Information Pack, Site Location, and Car Pass - key information for the event day

The terms and conditions can be found in the Essentials section of this page, under Overview.

Midsumma Carnival

Midsumma Carnival highlights the opening weekend of the three-week Festival each year. Midsumma Carnival is an iconic outdoor celebration that has become one of the biggest highlights in the LGBTQIA+ annual calendar.

Midsumma Carnival
Midsumma Carnival 2013 by Oliver Forbes

Food Vendor EOI

Expressions of Interest by Food Vendors for Midsumma Festival 2021 will open on Friday 31 July 2020 and close on Monday 28 September 2020.

Food Vendor Expression of Interest
Principal Partners
Major Partners
Gold Partners