“There’s something in today’s society that draws people to personal experiences more,” says Ray Stone as he explains why creating experiences such as the “Field of Light” exhibition in Australia’s most sacred place are key to drawing in more visitors to destinations.
The amazing “Field of Light” coming home to Uluru. (Image credit: Voyages Indigenous Tourism Australia)
It was four years ago when Stone heard a radio interview between a local Alice Springs radio interview and Bruce Munro, the creator of the “Field of Light art installation which has dazzled visitors at sites across the UK, US and Mexico.
Munro was talking about the relationship between Uluru and his creation and how it had inspired him during his first visit in 1992. The idea landed in his sketchbook and kept on nagging him to be done.
The interview struck a chord with Stone, executive general manager sales, marketing and distribution, of Voyages Indigenous Tourism Australia. He knew he had to bring the “Field of Light” installation home to Uluru.
“I called Bruce in his studio in England. I had researched it and I knew, from day one, that it was going to be magical. I knew that something magical would happen to everyone of us when we wander through streams of light in very spiritual destination.
“We have a very special place in Uluru, a spiritual place not only to locals but people feel it, they are inspired by it.”
And so he and his team worked on a plan “that would make sense”. “It took us four years and what got it over the line was Qantas sponsorship – so finally, we did it. You can imagine it’s quite emotional for us as a team and for Bruce too, he’s excited, because he’s bringing the concept home.”
A Field of Light over Ayers Rock Resort for 12 months from April 1, 2016. (Image credit: Ayers Rock Resort)
Bruce Munro’s “Field of Light” will be held in its largest form to date at Ayers Rock Resort for 12 months from April 1, 2016, to March 31, 2017. It will cover the equivalent of four soccer fields. “We have 100 sqkm of land, and we have selected a perfect landscape for it.”
It wasn’t just the finances that was challenging, the logistics of such a massive installation – it will involve more than 50,000 slender stems crowned with radiant frosted-glass spheres which are connected via illuminated optical fibre.
“It involves 50,000 of these stems being assembled in his studio in Wiltshire. They will then be picked up by a freight forwarder, taken to the airport and Qantas will then fly them in via Sydney or Melbourne to Alice Springs, and on to Uluru. This will happen over the December-January period.
“In mid-February, Bruce will send a number of art technicians to install the stems and this will go through mid-March. We are actually bringing over 60,000 stems, in case of stem casualties.”
In the last week of March, a major media event and trade familiarisation programme will take place. “We are treating it like the opening of an art exhibition.”
The opening ceremony will involve the local indigenous community. “The core purpose of our business is cultural tourism – 31% of our 820 employees are indigenous. Everything we do relates to the local communities.”
Asked if creating experiences and events was the way to go for destinations – where physical attractions, even one as powerful as Ayers Rock, are no longer enough to pull in visitors, Stone said, “It depends on the destination and what it has to offer.”
He said Singapore was a good case study for Asia Pacific in terms of bringing in events that support a significant increase in global visibility and increased visitorship.
“Consistent visibility is a key factor. In a leisure destination, you have to create a programme of the right kind of events that reflect the key elements of a destination.”
Voyages created an events calendar three years ago with the “Field of Light” being its biggest event yet. “Light has become a medium of art more than ever before. You see and feel it as you go through it.
“On a broader level, perhaps there is a need for individuals to feel more. This “electronisation” of communications – does that activate or dull our senses? I am not a sociologist but there’s something in today’s society that draws people to personal experiences more and in tourism in particular.
“There’s a need to get a feeling for something – and art is a fantastic medium for that.”
Other events organised by Voyages include astronomy weekends, outback marathons, chamber orchestras and the Uluru Camel Cup. “Did you know there are a million camels running wild in Australia?” said Stone.
Imagine, camels running through 50,000 stems of light – now that’d be an event indeed.
• Featured image credit (Lights over Uluru): Voyages Indigenous Tourism Australia
