March 31, 2015
The smell of ginger, chili and soy wafted through the streets of Northbridge this month as the iconic Night Noodle Market has made the big shift from east to west.
Running over 12 spicy nights, the evening markets hosted by Fairfax Media in association with Eat Drink Perth and WAtoday, proved to be a major success in the West Australian capital.
More than 115,042 people flocked to the Perth Cultural Centre in Northbridge over the course of the event, with people queuing to enter well before the gates opened each night.
The man behind it all, Andrew McEvoy, Managing Director, Marketing Services for Fairfax Media, is overseeing the group’s transformation from “media empire” to lifestyle events brand.
“We've been behind the Good Food Guide in Sydney and Melbourne for over 50 years and then we got involved in Good Food Month around 16 years ago,” Andrew said. “That's where we first saw the evening noodle market concept. It really built on Fairfax’s strength in the food space."
From a small pop-up of tents outside the Contemporary Art Gallery in Sydney to annual events in Brisbane, Sydney, Melbourne, Canberra and now Perth, the Night Noodle Markets have gone from small fry to big wok under Andrew’s watchful eye – feeding over two million punters around the nation in the last 12 months.
“Since I started with Fairfax over a year ago, it’s been my role to oversee a growth in our activations, expanding the number of cities involved.
“After many years of success in Sydney, it was rolled out in Melbourne for the first time in November 2013, Brisbane last year (right in the middle of winter), Canberra in March and now Perth.
“So far we have had an exceptional response in all states - the locals just love the concept.”
With national food, beverage and entertainment partners including Yalumba, Coopers, Thatcher’s and Harvey Norman, the event will forge profitable relationships between local eateries and some of Australia’s most loved brands.
“The concept is about bringing each city’s best Asian eateries to life in a broader setting, with brands and crowds that will put money through the tills of local restaurants,” Andrew says.
“At the Perth event we have some of the best of the city’s Asian restaurants including Apple Daily Bar & Eating House, Low Key Chow House and Lucky Chan’s Laundry & Noodle Bar.
“It’s all about embracing the beautiful outdoor spaces in our cities, having time out with the friends and really enjoying local food, good wine, beer, entertainment and each others company.”