Libraries after dark initiatives have been rolled-out across suburban and regional Victoria, with great success, and White Night has become a calendar favourite for Melburnians. These venues create a ‘third space’ between work and home that are easy to hang out in, provide alternatives to gambling venues and alleviate social isolation.
NGV on Fridays has been equally successful in activating public space. Why does it have to be just on Fridays - could it be open other nights of the week?
Despite the many activations, subsidies and vouchers by the State Government and the City of Melbourne, we’re out of the habit of visiting the city at night. The lockdown habits of Netflix and take away food are still overhanging.
Changing behaviour is going to be particularly difficult in winter.
First, let’s make it easy – we need to take the hassle out of planning with opening up venues that require too much preparation or booking in advance for punters. If venues are free to attend like NGV and the State Library, then this ticks that box.
Second, make it attractive - combine it with activities people want to come out to. If the library has fun activities or skill development, then this can create a sense of adventure.
Third, make it social - to get people off the couch and out of the house, we must show other people are getting out. Social networks and relationships shape our actions and normalise behaviour.
Finally, make it timely. Winter is the right time to open these venues - it is also when people will be most receptive. We need to get people back in the groove and out of the cold. This means helping people plan their events. This is why we have Dry July, or Kickstart January. Why not night winter wonders at NGV or State Library?
Often there is a gap between our intentions and behaviour. If we have a specific plan or event, then we can overcome these barriers. The best way to do this is to show other people getting out and about – without too much cost. And through these are free events, we will be generating indirect income through food, retail and transport, all while bringing the buzz back to Melbourne.
Author: Dr Meg Elkins
Dr Elkins is a Senior Lecturer & Cultural and Behavioural Economist at RMIT University’s Behavioural Business Lab and Placemaking Economics Group.