The Antipodes Festival, a two-day ‘glenti’ held annually on Melbourne’s iconic Lonsdale Street, has established itself as the largest iconic Greek festival in the world outside Greece.
As an iconic event in the global diaspora, it stands as a celebration of Greek-Australian heritage, fostering a deep sense of belonging and social connection across multiple generations. The festival has evolved over the years to meet the needs of modern audiences and the ‘kefi’ brings together generations in a unique opportunity to not only celebrate culture but also contribute to its ongoing rejuvenation.
Antipodes symbolises the simple pleasures that are brought to life. The smiles associated with reuniting with the sounds smells and taste of lands afar.
Director, Jorge Menides, underscores its cultural significance, “Antipodes is the world’s biggest Greek festival, which fosters a sense of belonging and social connection among multiple generations.
Where tradition meets innovation.
From its outset, the Antipodes Festival has been a cultural community celebration. Its traditional offerings—authentic Greek food, music, dance, and cultural performances—have been central to its identity. However, as the broader Greek-Australian community evolves, so too does the festival. In recent years, the program has expanded to embrace new generations of Greek Australians, suggesting that the Greek centre must strategize in targeted generational market approaches.
“Every new generation of Greek Australians brings new expectations and ideas.
“We now see younger dance groups, a youthful Sunday night crowd, and third-generation Greeks stepping forward to volunteer and innovate,” Menides says.
“‘Every year we introduce fresh experiences – this time, we’re tuning into the energy of the younger crowd with a silent disco, ensuring they stay immersed in the festival in a way that speaks to them” Antonia Tsamis, festival coordinator adds.
This sentiment captures the festival’s enduring appeal, blending the nostalgia of a “good old-fashioned panigiri” with a feast for the senses and dynamic innovations. Such creative program elements are much needed in the multigenerational Greek spirit of what Antipodes stands for.
Stakeholders, key contributors to the festival experience
A festival of this scale requires careful collaboration between multiple stakeholders. A stakeholder is any individual, group or organisation that has an interest or is affected by the festival. Local businesses, councils, the Greek Orthodox Community of Melbourne, and event organisers all play an important role in shaping the Antipodes experience. The festival generates over $8 million annually for Melbourne’s local economy, benefiting restaurants, hotels, and small businesses throughout the area.
The role of stakeholders is instrumental in shaping the festival brand. Sponsors fund and influence branding; Activations and giveaways can influence the festival experience. They represent the festival values and influence the festival success. Sponsors can reach broader audiences via targeted marketed efforts while efforts are made in joint branding (co-branding) activities. Choosing to collaborate with key partners can define the festivals’ cultural identity.
Media coverage, traditional and social, can engage audiences in story sharing and extending the festival reach to remote communities. The public image of the festival is further shaped by media exposure, influencers and online reviews.
Stall holders in particular have positively responded with creative approaches while engaging in festivities. Efforts are made by vendors and suppliers to endorse eco-friendly and waste management practices while making sure they positively contribute towards environmental sustainability.
Artists contribute towards cultural impact. The authentic narrative performers bring from Greece speaks to multiple generations. Meanwhile, performers engage audiences and generate a sense of belonging with elements of togetherness and shared experiences.
Local communities may engage via volunteering, storytelling and promotion of the event. However strategic management is required to ensure inclusive communities. With the expanded digital presence, it is possible for Antipodes to connect broader communities and promote inclusivity and diversity.
Today, the role of local businesses extends beyond mere participation. They are key contributors to the festival’s success, offering unique products and services that reflect the vibrancy of Greek culture.
“The interest from traders has grown tremendously over the years. Compared to 15 years ago, we now receive 70-80 applications that cannot be accepted due to space constraints.
“This demand shows the festival’s strength, but it also challenges us to innovate,” says Menides.
Bill Papastergiadis OAM, outlines how each stakeholder contributes towards a memorable Greek tradition and sensory experience.
“The festival unites us no more than what is evident in terms of the contributions of all sectors of our society,” Papastergiadis says.
It is no doubt Antipodes needs to meet the needs of all stakeholders. Ignoring stakeholder priorities risks negative perceptions and may jeopardise the future of the Antipodes as a festival brand.
To ensure a smooth stakeholder collaboration, the festival needs to engage in open communication, ongoing monitoring of stakeholder engagement and collaborative planning and decision-making. They can brainstorm customised activities and assist in logistical issues such as accessibility, sign language interpreters, children-friendly areas and waste management practices.
I will be conducting a pre, during and post event evaluation, that includes stakeholder feedback can ensure the mutual benefits are met. In addition to the festival’s feedback mechanisms, customised feedback is important to ensure the stakeholder needs and priorities are individually met.
This will ensure long term social and financial viability. Communicating feedback to stakeholder groups can help them understand how they influence the cultural significance of the festival brand while meeting the needs of multigenerational audiences.
*Effie Steriopoulos is an expert in experiences and currently a senior lecturer William Angliss Institute, Melbourne. She was awarded a PhD with topic ‘A model of transformative brand experiences for pilgrimage tourism’ at Deakin University. Her research interests are in experiences, transformation and branding.
