Photo credit: ATCM
Purple Flag has become a global benchmark for successful night-time destinations. Delivered by the Association of Town and City Management (ATCM), we spoke with CEO Ojay Mcdonald about what it takes to create great places after dark.
In February 2023, YCK Laneways (a precinct straddling York, Clarence and Kent streets in Sydney CBD) became the first precinct in Australia to earn Purple Flag accreditation, for excellence in the management of its night-time economy. Since then, an additional 9 precincts have been awarded Purple Flag accreditation in New South Wales, with Oxford St, Rainbow Precinct and UpTown Sydney being the latest to join the fold.
With Purple Flag accreditation and adoption on the rise throughout New South Wales and globally, we sat down with the person in charge of the program, Ojay McDonald. As CEO of the Association of Town and City Management in the UK, Macdonald works with Government Ministers, parliamentarians, business leaders and placemakers across the world to ensure their night-time economies are operating at the highest level possible.
In this interview, discover how Purple Flag developed, some of his standouts from NSW's accredited Purple Flag precincts and his advice for future precincts considering accreditation.
What is your professional background, and how did you come to lead ATCM?
I’m CEO of the Association of Town and City Management (ATCM), a membership-led not-for-profit organisation that supports the professionals working to improve high streets, town centres and city centres across the UK and Ireland.
Like many people in this industry, I fell into it by accident. I studied marketing and retail at university before completing a master's degree in politics. Over time, my career became a blend of those 2 disciplines: understanding places and businesses while also working in public policy.
I joined ATCM in 2008 as a Policy Manager, working with ministers and members of parliament on policies affecting town centres and high streets. Over the years, that role evolved and eventually led me to the position of CEO.
How did Purple Flag program begin?
Purple Flag's origins actually pre-date ATCM.
The program was originally developed by the Civic Trust, which recognised the need for a robust accreditation scheme that could help improve evening and night-time economies. A significant amount of research and academic study went into developing the model and understanding what makes a successful night-time destination.
Purple Flag formally came to market around 2009. Following the global financial crisis, the Civic Trust faced funding challenges and eventually ceased operations. Stewardship of Purple Flag was then transferred to ATCM, and we worked with some of the first cities to launch the program under our management from around 2010 onwards.
Have the core principles of Purple Flag changed much over time?
Surprisingly, not very much.
The 5 core elements remain largely the same today as they were when Purple Flag was first introduced: welfare and safety, movement, place, diversity of offer, and partnership and strategy.
We've reviewed those principles regularly over the years, particularly as Purple Flag has expanded internationally, but they've proven remarkably resilient. Sometimes the language needs slight adjustments to suit different countries or cultures, but the underlying principles continue to stand the test of time.
What has evolved is the way those principles are delivered and implemented on the ground. The framework remains consistent, while the practical application continues to improve.
Why is diversity of offer such an important part of the model?
Purple Flag emerged partly in response to concerns that many night-time destinations had become overly focused on alcohol.
The aim was never to remove hospitality or licensed venues from the equation. They're an important part of any night-time economy. The goal was to create places that appeal to a broader range of people, whether that's young adults, older residents, families or visitors.
A successful night-time economy should offer a range of experiences, including food, culture, entertainment and community activity. That's what helps make a place feel inclusive.
That said, Purple Flag isn't about forcing every destination into the same mold. A precinct with a strong brewery or hospitality identity can still succeed if there's a clear strategy that explains its character and demonstrates how it serves its community. Strategy is probably the most important component of all.
Purple Flag is now operating internationally. How did that happen?
Honestly, mostly by accident.
There wasn't a grand plan to expand globally. What tends to happen is that professionals working in the night-time economy come across Purple Flag, see something that solves a challenge they're facing, and start a conversation with us.
Today we have destinations across the UK and Ireland as well as Sweden, Malta, New Zealand and Australia.
What's fascinating is that different countries are often attracted to Purple Flag for completely different reasons. In the UK, much of the focus was on safety, welfare and reducing an overreliance on alcohol. In Sweden, some destinations have used Purple Flag as a tool for economic growth and visitor attraction.
We even spoke with academics in South Korea who were interested in the framework as a way of helping smaller cities retain young talent by creating vibrant night-time economies. Those are uses that weren't necessarily anticipated when Purple Flag was first developed.
How did the partnership with New South Wales begin?
The NSW Government's Office of the 24-Hour Economy Commissioner had already developed a very strong strategy for supporting the state's night-time economy.
I came across the strategy after seeing it shared online and was impressed by how clearly articulated it was. What really caught my attention was that it specifically referenced Purple Flag and the aspiration to create a framework that encouraged world-class standards.
We reached out and essentially said: if Purple Flag already aligns with what you're trying to achieve, there's no need to reinvent the wheel. Let's work together.
What has followed has been a genuine partnership. The Office of the 24-Hour Economy Commissioner has embraced the principles of Purple Flag while integrating them with broader NSW policies, funding programs and local priorities. We certainly feel we're learning as much from New South Wales as New South Wales is learning from us.
Image credit: 24-Hour Economy NSW
Are there any NSW Purple Flag precincts that stand out to you?
I've been incredibly impressed by what's happening across New South Wales, but 2 places immediately come to mind.
The first is YCK Laneways. It's a fantastic example of creatively activating spaces that could otherwise be overlooked. What makes it especially impressive is the leadership shown by the local business community in bringing that vision to life.
The second is Lakemba. It demonstrates that a thriving night-time economy doesn't have to revolve around alcohol. The energy, activity and diversity of experiences available after dark make it a remarkable destination and a compelling example of what an inclusive night-time economy can look like.
What is your long-term vision for Purple Flag?
My hope is that Purple Flag becomes more than an accreditation and evolves into a truly global network of place leaders.
One of the biggest strengths of the program is the partnerships it creates between government agencies, businesses, police, transport operators and local communities. Those relationships help destinations respond to challenges, share knowledge and continuously improve.
We saw the value of that during the pandemic, when Purple Flag destinations were often among the quickest to adapt to changing conditions because those partnerships were already in place.
The dream is that destinations across the world can learn directly from one another, sharing ideas, solving problems together and raising standards collectively. If, in a few years' time, a Purple Flag destination in Sydney can easily connect with one in Sweden, Ireland or elsewhere to exchange ideas and best practice, then I think we'll have achieved something really special.
Photo credit: Business NSW
What would you say to places considering Purple Flag?
Purple Flag is rewarding, but it isn't easy.
Achieving accreditation takes genuine commitment, and retaining it requires continuous improvement. No destination can assume that because it met the standard once, the work is finished.
But for places willing to embrace that challenge, Purple Flag provides a proven framework for bringing businesses, government, police, transport operators and communities together around a shared vision.
It's hard work, but it's absolutely worth it.