City of Newcastle (CN) has launched a business support program to help local traders benefit from the influx of visitors to the city centre for the New Annual festival.

CN’s flagship arts event will kick off with the Van Gogh Alive experience on 22 September.

Van Gogh Alive is a multi-sensory experience in which over 3,000 images are projected throughout rooms and set to a classical score.

This will be followed by a 10-day program of dance, music, theatre, visual arts, and cultural workshops.

Newcastle Lord Mayor, Nuatali Nelmes said a financial incentive program would help local businesses deliver special offers and promotions during New Annual that celebrate Newcastle’s culture, encouraging patrons to spend more time in the city.

“Newcastle is home to a unique range of boutique makers and traders, hospitality venues, and arts and cultural institutions that have been seriously impacted by the ongoing challenges of COVID-19,” Nuatali said.

“Our first New Annual event in 2021 attracted 30,000 people to the city, providing an important economic boost across the arts, hospitality, and tourism sectors, while also celebrating and showcasing our creative city.

“New Annual 2022 presents an opportunity for local businesses to tap into the increased visitation to the city by delivering special offers that entice visitors to shop, dine and experience the best of Newcastle during the festival.

“Supporting our local small businesses through this partnership program will also enhance the experience for New Annual attendees while helping to create a whole-of-city festival atmosphere.”

New Annual will be held from 23 September until 2 October and was designed to put Newcastle on the radar nationally and internationally as a creative city.

IMAGE | City of Newcastle launches business support program for the New Annual festival.