June 26, 2019

Field of Light: Avenue of Honour makes a real impact on WA's South West

Million Dollar Impact

Field of Light: Avenue of Honour, consisting of 16,000 illuminated glass spheres, designed as a touching ANZAC tribute, has pumped millions of dollars into regional WA, according to independent research commissioned by Tourism WA.

Figures from research undertaken by Metrix Consulting revealed 29,453 people visited the South West region specifically to see the Field of Light: Avenue of Honour art installation , by internationally-renowned UK artist Bruce Munro. These visitors were responsible for a multi-million dollar cash boost to the region; with figures showing they spent more than $17 million during the six-month event. The exhibition smashed all attendance expectations as well, attracting more than 186,000 attendees in total.

The research also showed the exhibition filled the rooms of accommodation providers in the region, with visitors travelling to see the artwork spending 82,238 nights in the South West.

The art installation was exhibited at Albany’s Avenue of Honour on Mount Clarence between October 2018 and April 2019 to commemorate the 100th anniversary of the end of the First World War and honour the Anzac legend.

In other great news...

FORM recently took out the ‘Community Based Initiative of the Year Award’ at this year’s Parks & Leisure Australia WA Awards of Excellence for Field of Light: Avenue of Honour. FORM are delighted to have worked with City of Albany and the 70+ amazing volunteers on delivering and running this large scale cultural tourism endeavour.

Field of Light: Avenue of Honour now automatically goes into the National Parks & Leisure Australia national awards as finalists. Wish us luck for the Australia-wide awards! Read more on the award here.