The rise of the day party

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Source- Ministry of Sound

Each week I find myself excited for the weekend. Where I will go, what I’m going to wear, who I’m going with. But half the time, when Saturday night rolls around and its been a huge week of work, assignments and classes, I simply cannot be bothered getting off the couch.

If the couch does become my choice, a small part of me gets ultimate FOMO and I suddenly wish I was being twirled around a dance floor, vodka soda in hand.

Maybe you’re like me. (Or maybe you’re a much better partier than weak old me) and can’t get enough. Can’t stop wont stop, true!?

Maybe, you work weekend nights and always seem to miss out on nightlife.

Being 23, I believe I’m at a self-proclaimed ‘in between age’. That age where I am torn between getting 8 hours of sleep and wanting to party till the sun rises. Nightclubs are becoming less and less appealing as a hangover gets harder to manage, but the desire to boogie with your mates, get a little bit silly and experience great artists still lingers.

Cue the day party: The current party trend in Melbourne and an alternative to late nights, high heels and Sundays struggling in bed.

Over the past year, the idea of raving during the day has really taken off. With events like Piknic Electronic becoming a weekly event during summer, and plenty of one-day events like Electric Parade.

Avid partygoer Abbey was a frequent attendee at nightclubs in the past, and thinks the day party is a welcome change. “I get to party for a longer amount of time, and still get home at a reasonable hour. There are no hangovers the next day, it’s always a great time.”

Party goers Olivia and Monique at Simple.

  

One event that has seen enormous success since its launch last April is the Simple open-air day party, ran by-monthly by industry expert Ross Horkings.

Ross created his own company Poison Apple in 2007 and it is now one of the longest running Saturday night nightclub brands in Melbourne.

His inspiration to start simple was, well, simple. “I saw a gap in the market for a well presented techno party. A clean and clear brand. Simple was born,” he said.

Simple has sold out all of its events within a matter of minutes. This equals to more than 500,000 unique impressions from those events with an average of 4000 attending.

“It has definitely exceeded expectations because generally you have to take time to develop a brand but with our initial launch we had over 125k unique impressions and sold out the event within an hour. Crazy!” Ross said.

So what is it that else makes the day party so appealing?

Uni students Lisa and Alana enjoy the social side of these events. “You can talk to people and see their faces. You don’t have to lip read like you do in a club,” they said.

Ross puts the demand for day parties down to the open mind of the Melbourne crowds. “I find the Melbourne party goer is more in tune with what is happening and they’re always searching for something new or more,” he said. “So for Simple we always need to be ahead of the game in those aspects. Venue location and how unique it is, is paramount.”

Party lovers had the same view on this. “I like [day parties] because they are different from clubbing. They remind me of house parties. It’s a chance to party without having to go to a night club,” Abby said.

Lisa also thinks that the more casual dress code, and being able to wear street wear is a massive tick in her book.

With nothing but great things to say, it seems like the day party is here to stay. Put away your heels and grab your Adidas. The face of partying may be changing for the better.

 

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