Celebrating 30 years of City of Melbourne Volunteers — 1930s style!

City of Melbourne \ Tourism Volunteer Celebration



Tourism Volunteers
in attendance


of Volunteers felt
Recognised by CoM

22 artists

Musicians and performers
managed by Neonormal


To recognise and reward the contributions of over 350 tourism volunteers, Neonormal worked with City of Melbourne to craft a gala celebration for the (Jazz) ages!

2019 also marked 30 incredible years of the city’s Tourism Volunteer program. Drawing inspiration from the roaring, swinging golden age of the 1930s, we honoured 30 years of tireless effort, teamwork service to the city — and All That Jazz!


Working with the stunning canvas of the iconic Melbourne Town Hall, we decked out the Grand Hall from top hat to tapping toe.

Guests were transported back to the roaring 30s from the moment they arrived — stepping into our film booth for a black-and-white keepsake, as a jazz saxophonist tickled their ears. Backed by the swingin’ Big Band and a flash mob of swing dancers, our expert MC and the top brass herself — Lord Mayor Sally Capp — awarded every volunteer for their service, putting each one in the spotlight and giving them an unforgettable moment on the silver screen. And after being seated for a decadent dinner at stunningly styled tables, our swing dance troupe got Volunteers on their feet to dance the night away — and even taught them a few new moves!

Neonormal seamlessly ran the show from top to bottom. Starting with the ‘All that Jazz’ identity, our creative direction covered pre-comms, event signage and styling. On the night we curated lighting, sound design and show production, including spectacular ‘art deco’ screen content and motion graphics that played on a massive LED wall, evoking the Jazz Age and setting the stage in style.


The night was a riot, with the glitz and glitter of ‘All That Jazz’ creating an unforgettable celebration for over 350 Tourism Volunteers. Our City of Melbourne clients had a ball, and the feedback we received was golden.

96% of the hard-working Tourism Volunteers felt they were truly recognised and rewarded by the City of Melbourne — bumping their Net Promoter score to 48/50!

Now those are the kinds of results that gets us all jazzed up.

“We received overwhelmingly positive feedback from volunteers, staff, management and our Lord Mayor. You provided such valuable suggestions and contributions not only ensuring the night ran smoothly but making our volunteers and award recipients feel so special


What we did

  • Artistic Direction
  • Entertainment Curation
  • Screen Content Creation
  • Activation Management
  • Show Management
  • Branding + Design
  • Customer Journey
  • Communication
  • Events