A pivotal date on the Melbourne sporting and events calendar, the 2023 AFL Grand Final Parade took festivities to the next level with a 10-metre high archway to welcome players and kick off an amazing pre-game experience for thousands of footy fans.
After taking boats to the Yarra River for last year’s event, the traditional and much-loved AFL Grand Final parade returned to the streets in 2023 with a new starting position at Grand Slam Oval, located between the Rod Laver and John Cain Arenas.
“The boats had some great elements, but ultimately, we wanted to bring the fans and players closer together and the new route, back in the iconic Toyota HiLux vehicles delivered on this,” AFL EGM Customer and Commercial Kylie Rogers said.
The centrepiece of the parade, which took place on the eve of the Grand Final, was a 360-degree cubed stage featuring large LED screens on each side together with a three-metre stage.
As the starting point for the parade, the structure needed to facilitate the mechanics of players and officials passing through the archway while giving fans, spectators and media alike a true point of difference.
“Our goal was to deliver a better viewing and overall event experience for fans, families, and passers-by who were out and about enjoying the Grand Final public holiday.”
Tasked by leading sports marketing agency TLA with creating an impressive structure with real presence, Harry the hirer’s Productions Team set to work tackling what needed to be accomplished
to bring TLA’s vision to life.
“We worked with Harry’s on the cube concept over an eight week period and they’ve been great in getting something that was in our heads and delivering it in real life.” TLA Major Events Director Jarryd Biffin said.
On a technical level, the Harry’s Productions Team took care of not only the cube construction, which involved a significant crane lift staggered over sections, but full lighting rig, PA towers, LED screens, staging and full coordination of all AV.
“The Harry’s Productions team were absolutely amazing in helping us get this vision together and delivering something that that was beyond what we had in our mind originally.” Jarryd added.
