Pitt Street Mall activations

Pitt Street Mall activations

Retail activation program

Creative retail events in Pitt Street Mall contribute to Sydney's economic, cultural and social life, and establish the city as a lively and engaging shopping destination.

Retailers can apply to use Pitt Street Mall to hold events for free. 

Our retail activation program for Pitt Street Mall supports events that will provide economic benefits to local businesses, particularly the retail sector, and connect with more than 65,000 people who walk through the area each day.

We're looking for events that will:

  • attract more people to Pitt Street Mall
  • provide entertainment
  • encourage people to visit for longer.

Program guidelines

To apply, you need to consider the following guidelines for your event proposal.

Your event should:

  • be an activity of a scale and/or quality that can be promoted to an audience outside central Sydney
  • be supported with a marketing plan
  • consider extending the peak activity time in Pitt Street Mall (for example, into early evening)
  • demonstrate that the main focus of the event is entertainment based (not sales or product demonstrations)
  • demonstrate that the entertainment duration will be sufficient to attract a crowd to Pitt Street Mall.

You should also consider how you will:

  • provide evidence of engagement with businesses in the surrounding retail precinct
  • demonstrate benefits and/or participation to broader businesses in the area
  • provide evidence of the value of the event to central Sydney's cultural life.

Your event must work cooperatively with other activities in Pitt Street Mall that are approved and managed under current programs, such as:

  • City of Sydney produced events
  • corporate promotions
  • buskers
  • food trucks
  • charity events
  • other not-for-profit uses (for example, Navy Band performances).

In late 2018 this program will be reviewed and until this review is complete, fees to use Pitt Street Mall will not be charged for applicants who fulfill the criteria outlined in the program guidelines.

Please note, access to power will incur costs.

Program exclusions

The following events or activities do not qualify under this program:

  • store openings
  • product giveaways or launches
  • charitable events
  • political or religious activities
  • corporate promotions
  • activities designed to drive people to a single store/retailer/business
  • activities or events scheduled to take place over the Christmas period each year from late November to 25 December.


For more information about this program, please contact:

Grace Bowe
Senior Program Manager – City Business
02 8974 4122

Last updated: Thursday, 25 July 2019