Shepparton will host a regional White Night event providing an estimated $3 million boost to the city and attract around 40,000 visitors.
Victorian Premier Daniel Andrews will announce today that the state government will bring White Night to Shepparton as the region celebrates the recent reopening of the Shepparton Art Museum.
“White Night Shepparton promises to be a spectacular event that celebrates the arts and community resilience,” Mr Andrews said.
“White Night is a proven hit and we’re looking forward to staging this event in Shepparton for the first time.”
The event will be held mid-year, although the exact dates are yet to be confirmed.
White Night will transform the city through illuminations, projections, music and interactive works from talented local and national artists.
Artistic director Andrew Walsh will take the reins for White Night Shepparton, bringing a wealth of experience to deliver a spectacular event in a regional setting.
Mr Walsh is highly regarded for his work as a creative director of Olympic and Commonwealth Games opening ceremonies and was the founding artistic director of White Night Melbourne and Ballarat.
White Night attracts a broad audience of locals and visitors of all ages, bringing tens of thousands of people into the regional centres of Geelong, Ballarat and Bendigo and driving millions of dollars into regional economies, supporting creative industries and local businesses.
“We’re investing in bringing White Night to Shepparton because the festival will support local jobs and deliver major benefits to hospitality businesses, hotels and retailers in the city,” Victorian Tourism, Sport and Major Events Minister Martin Pakula said.
Visitors to the event can also explore the new Shepparton Arts Museum, which opened its doors in November 2021, backed by a $12.5 million investment from the government.
Since the first White Night in Melbourne in 2013, it has built a strong reputation as a vibrant and inclusive celebration of immersive art and community participation.