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Photo by Nikki Russian Photography.
Do you own a business in the Victoria’s Pride precinct? Sign up to receive event updates via the form below.
We look forward to working with local businesses to maximise this opportunity for the next event, and to help attendees on the day engage with your businesses.
Sign up to receive event updates via the form below
*We will only send you information on issues that effect you - we know how busy you are. The trader updates detail key dates, road closures, site infrastructure and loads of helpful tips on how you can maximise your offers and promotions to make the most of the day for your business.
Midsumma anticipates this event will attract over 49,000 people (attendance in 2023) to the area throughout the day and early evening. Approved road closures will enable the event precinct to remain focused on safe, pedestrian flow.
Midsumma delivers Victoria’s Pride in partnership with the Victorian Government.
Trader Updates are emailed to our trader mailing list every few weeks. It's really important that you read them and forward them to anyone else in your team who might need to be across important information from us. They are full of exciting opportunities as well as tips and advice for getting involved with Victoria's Pride. For your reference, previously emailed updates are listed below.
2024 Trader Updates
- Victoria's Pride Trader Update #1 (24 Oct 2023)
- Victoria's Pride Trader Update #2 (16 Nov 2023)
2023 Trader Updates
Victoria's Pride Street Party
Sunday 11 February 2024
Melbourne’s iconic Gertrude and Smith Streets will once again be transformed into an extravagant street party – with two live music stages and performances from musicians and artists – to celebrate Victoria’s diverse LGBTQIA+ communities on Sunday 11 February 2023.
What is Victoria's Pride?
A landmark program of pride events and projects held across Victoria in summer as part of a state-wide celebration of LGBTQIA+ communities. Victoria’s Pride (previously Melbourne Pride) is held across the state from December to February, with events in regional and rural areas. The tour of state-wide events culminates in a full day-and-night street party in Melbourne’s iconic Gertrude and Smith Street precinct on Sunday 11 February 2024 (one week after the annual Midsumma Pride March.)
Victoria's Pride Street Party FAQs
Victoria's Pride, a statewide event and official programming on the event outdoor stages, is committed to highlighting a majority of Victorian-based talent.
Midsumma encourages all the fabulous LGBTQIA+ venues in the Yarra precinct to be involved and mark this momentous occasion. There is no need to officially register to participate or run an aligned event, but conversation about how support can best be provided is welcome and Midsumma will assist with promoting aligned venues and activities.
The event itself will be alcohol-free and temporary food services will be kept to a minimum. Attendees will be encouraged to explore local food and beverage traders throughout the day.
Midsumma have engaged a professional Cleaning and Waste Management Company. Waste management staff will ensure that facilities are regularly cleaned and sanitized, waste is promptly removed and garden areas are kept tidy.
Additional rubbish bins, toilets and hand washing facilities will be on site for operations and removed once the event has concluded.
Temporary food services and single-use items will be kept to a minimum, as attendees will be encouraged to explore and support local food and beverage traders throughout the day.
Midsumma have contracted public event security specialists to oversee and manage crowd behaviour at Victoria's Pride Street Party. Event staff, Volunteers and First Aid Staff will assist in monitoring entrances to the event site.
This event is designed to support increased patronage for local traders and not to compete with them in any way. There will be no alcohol permitted into the closed event site and bag checks, ensuring no alcohol is brought onto the site, will be conducted upon entry.
Patrons wishing to purchase food and beverages are encouraged to visit and support one of the many wonderful local traders in the area.
Road closures will be in place for Victoria's Pride Street Party to prioritise pedestrian traffic and safety.
Midsumma’s professional risk management consultants and traffic management team have designed a comprehensive Traffic Management Plan that has been reviewed and approved by the Yarra City Council.
Traffic Controllers will be positioned in key areas of the precinct to allow for smooth flow of local traffic and to provide information at road closures.
The below roads will be closed between 3am Sunday until 3am Monday:
Gertrude Street, between Brunswick Street and Oxford Street
Smith Street, between Victoria Parade and Charles Street
Peel Street, between Smith Street and Cambridge Street
Check signage for parking changes.
Midsumma have contracted public event security specialists to oversee and manage crowd behaviour at Victoria's Pride Street Party. Event personnel, including staff, volunteers and First Aid professionals will assist in monitoring.
In addition to this, a dedicated and central Event Operations Centre with representatives from Midsumma, Yarra City Council, Emergency Services, Public Transport Victoria, First Aid, Traffic management controllers and Victoria Police will be in place, and will maintain constant radio contact with all event staff on the ground.
Midsumma respects the Yarra City Council’s commitment to provide a liveable, supportive environment for all of its residents. The event will comply with policies regulating all noise affecting public places, either by its nature or volume. The site plan has been curated to ensure that generated noise is funnelled towards the audience and away from residences. Stage announcements will request attendees to leave in a quiet and orderly manner.
The location and event style of Victoria's Pride is an initiative of the State Government of Victoria and was announced by the Premier and relevant Minister.
Midsumma recognises the strong historical and significant part that LGBTQIA+ operated and aligned businesses and events in the Yarra area must play in the broader scope of Melbourne’s queer histories.
Victoria's Pride has the capacity to not only support and celebrate our artists, creative industries, and diverse communities, but also generate significant economic benefits to the Yarra area and its local businesses, particularly relevant after the hardships experienced through lengthy pauses in trade.
The live street party event is part of a broader Statewide group of events commemorating the significance of the year.