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IFEA World Festival And Event City Award : IFEA World Festival And Event City Award
The Sydney International Art Series brings the world’s most outstanding exhibitions exclusively to Sydney each and every year. Events NSW on behalf of the NSW Government bought the city’s two pre-eminent public art museums, the Art Gallery of New South Wales and the Museum of Contemporary Art (MCA), together in partnership for the first time on this new signature event in 2010. The inaugural year bought The First Emperor – China’s Entombed Warriors to the Art Gallery of New South Wales and Annie Leibovitz – A Photographer’s Life 1995 – 2005 to the Museum of Contemporary Art. The Series attracted around 500,000 (cumulative) attendees, including a significant amount of interstate and international visitors, generating around $35 million in economic benefit to the State. The MCA announced that its exhibition closed with record-breaking numbers making it the most popular exhibition ever presented. Both exhibitions were supported by the “It’s ON in Sydney” events marketing campaign. In November 2011 the Series will see the largest Picasso exhibition ever to visit Australia. Picasso: Masterpieces from the MuseeNational Picasso, Paris presents iconic works from virtually every phase of Picasso’s legendary career and features more than 150 extraordinary paintings, sculptures, drawings, prints and photograph. The MCA will feature one of the art world’s rising stars, Mexican- Canadian artist Rafael Lozano- Hemmer and his exhibition Recorders. His exhibition is a world-class example of how digital technologies can be used to create innovative art which involves, stimulates and inspires. Support Material youtube video 6: “Its ON! in Sydney”: Sydney International Art Series Key Details and Event Overview Top Executive Contract information Commercial in Confidence Number of years event has been produced 1 year Date 19 November – 26 April Recurrence Cycle Annual Gross Operating Revenue (cash plus in kind) Commercial in Confidence Gross Operating Expenses Commercial in Confidence Total Sponsorship Support (cash) Commercial in Confidence Volunteer Count and estimated hours worked n/a Estimated cumulative attendance 500,000 Estimated unique attendance Not Available Primary targeted marketing effort Local, national, regional, interstate Estimated percentage of cumulative annual attendees from geographical areas (preliminary figues) 61% Local 11% NSW Regional areas 17% Interstate 11% International SYDNEY INTERNATIONAL ART SERIES Images left to right: Terracotta warriors, Qin dynasty (221–206BCE). Qin Shihuang Terracotta Warriors and Horses Museum (credit: © Araldo De Luca); Picasso (credit: © Arnold Newman/Liaison Agency); Annie Leibovitz Nicole Kidman, New York, 2003 Photograph © Annie Leibovitz From Annie Leibovitz: A Photographer’s Life, 1990 – 2005; Courtesy of Vogue 40 | IFEA WORLD FESTIVAL AND EVENT CITY AWARD |41