Parramatta celebrates being awarded international Purple Flag accreditation

Parramatta has celebrated becoming the first location in Western Sydney and the second in Australia to be awarded the internationally recognised Purple Flag accreditation, having been acknowledged as a safe and enjoyable precinct to enjoy a night out with family and friends.  

Parramatta is joining the YCK (York, Clarence and Kent Streets) precinct in Sydney’s CBD as Australia’s second location to gain Purple Flag accreditation along with London, Dublin, Stockholm and 90 other international locations in being recognised as a safe and enjoyable precinct to enjoy a night out with friends and family. The pilot phase of Purple Flag in NSW continues later this year in Lakemba and Marrickville.

Purple Flag is an international accreditation program that assesses excellence in the appeal and management of a destination between the hours of 6pm and 6am. It is the ‘gold standard’ for night-time destinations. The Purple Flag Accreditation is run by the Association of Town and City Management (ATCM).

Michael Rodrigues, Sydney’s 24-Hour Economy Commissioner enthused “I’m incredibly excited about the first Purple Flag district in Western Sydney. Parramatta is an eclectic melting pot of cultures, experiences, food and entertainment. As a visitor or a local, when you visit a Purple Flag area, you know that it has been recognised as a safe, vibrant and thriving night-time district with a diverse range of activities and easy access.

“Parramatta is the second Purple Flag district in Australia and our vision is that soon there will be many more districts waving the Purple Flag, with people experiencing the rich diversity of nightlife right across Sydney, knowing that they can have a better night-out.”

To celebrate this important milestone for Parramatta, the PHIVE building in Parramatta was lit purple to mark the occasion. A line-up of talented local performers joined together to celebrate and pay homage to the diverse culture of Western Sydney. The event showcased the strength of Parramatta's vibrant and diverse art, culture, food and beverage scenes.

Felicity Castagna from Finishing School Collective, who wrote a piece that was played for the first time at the event said Parramatta’s arts and culture scene and nightlife has exploded over the past decade.

“There is so much to do here. Locals like me don't need to go to the city anymore in order to see theatre or art or have a good night out. I really love that the City of Parramatta puts on so many interesting events and festivals now that I can take my kids too as well.”

Phoebe Kenji (stage name Jade Kenji), who performed with her band QOSMEA added “Parramatta's arts and culture scene is popping off at the moment. Night-life is definitely a lot more bustling, with so many more food and drink options, things to do and sights to see. I also feel a lot safer walking around at night compared to ten years ago.”

The Purple Flag status will contribute to growing Parramatta’s local economy, driving more foot traffic into the area and creating a place where people eat, shop, play and stay.

City of Parramatta Lord Mayor Sameer Pandey says the Purple Flag accreditation is “a real boost for our local arts and performance sectors who rely on our night-time economy to drive visitation and growth.

 “Purple Flag recognition has been shown to boost economies, provide more effective night-life promotion and reduce crime. I encourage all businesses in the City to get behind this.”

The Purple Flag area covers more than 80 food and beverage venues, CommBank Stadium, Riverside Theatres, retail and dining at Westfield Parramatta, a cinema, public spaces, hotels, gyms and fitness studios - with safe access to public transport, a taxi rank and 24-hour car parks.

The Office of the 24-Hour Economy Commissioner (O24HEC) has been working closely with City of Parramatta and local businesses to achieve the global accreditation, which recognises the proactive and ongoing focus to develop a rich, varied, safe and lively night-time economy.

While each Purple Flag district offers a unique experience, complemented by the local culture, it allows members of the public to quickly identify districts that offer a well- managed night scene with a range of dining and entertainment options and easy access.

How does an area get Purple Flag status?
Purple flag districts are assessed by independent Purple Flag assessors and accreditation panel members against the five ‘Purple Flag Core Principles’ (a framework for assessing the quality and appeal of each precinct).

Purple Flag goals:

• A place you will always feel welcome

• Easy access by foot, car or public transport

• A destination to enjoy and be entertained

• A vibrant place to visit day or night

Five core principles of Purple Flag
The five principles are intended to capture the rounded experience people expect from their precincts at night – whoever they are and whatever the size and type of precinct:

1.Wellbeing – Welcoming, clean and safe
Successful destinations should be safe and welcoming. Some services might need to be improved and extended to cope with specific needs from late afternoon and through the night. Everyone has a key role to play in delivering the high standards of customer care that are expected today.

2.Movement – Secure pattern of arrival, circulation and departure
Getting home safely after an evening out is of prime importance to everyone. So too is the ability to move around the precinct with ease. A comprehensive approach may be needed for all types of accessibility and movement if precincts are to function adequately and be appealing at night.

3. Appeal – vibrant choice and rich mix of entertainment and activity
Successful destinations should offer a vibrant choice of leisure and activities for a diversity of ages, lifestyles and cultures, including families. They should contain a rich mix of public and private attractions. They should be vibrant places for both the day-time and night-time economy.

4.Place - A stimulating destination and a vibrant place
Successful precincts are alive during the day, early evening, and night. They contain a blend of overlapping activities where people feel encouraged to mingle in attractive places where spending and being are in balance. They respect and reinforce the character and identity of the area, from its physical design of buildings, structures, and urban features, through to the precinct’s place identity, social and cultural significance, and connections to community.

5.Strategic Alignment – Clear aim and a common purpose
Night-time policy and regulation cross many professional, budgetary, legislative and sectoral boundaries. The challenge is to bring clarity and focus to what can be a complicated field. A clear strategy is needed based on sound research, integrated public policy and a successful multi-sector partnership with good coordination.

Benefits of Purple Flag?
Purple Flag precincts benefit from more visitors, lower crime and anti-social behaviour and improved perceptions of centres.  

Having night-time hubs that are vibrant and diverse will drive more foot traffic into these areas, which creates a feeling of community connectedness, safety and increased ‘dwell time’ (the length of time a person remains in a specific area).

Accredited areas have reported benefits, including:

• a raised profile and improved public image for the area

• wider patronage, and increased expenditure

• reduction in crime and anti-social behaviour

• more effective promotion of their night-time economy

• a more successful mixed-use economy in the longer term.

Purple Flag also supports and strengthens other work by the public and private sector, including placemaking and revitalisation projects, night-time economy strategies and public safety initiatives.

For more information visit www.investment.nsw.gov.au/living-working-and-business/greater-sydneys-24-hour-economy/purple-flag/

Images from top: Purple Flag Parramatta - Ross Hay, Co-owner Crown Hotel Parramatta; City of Parramatta Lord Mayor Sameer Pandey; Michael Rodrigues, 24-Hour Economy Commissioner; Shyamla Eswaran, BINDI BOSSES; Purple Flag Parramatta celebration at Ruse Bar: Purple Flag Parramatta Phive building - Ross Hay, Co-owner Crown Hotel Parramatta;  MP Donna Davis, Member for Parramatta; Sameer Pandey, Lord Mayor City of Parramatta; Elizabeth Mildwater, Secretary, Department; Parramatta night-time hub.