The Rocks is a suburb usually associated with visual delights, ranging from exceptional views of Sydney Harbour to the sandstone alleys and cobblestone streets of the colonial era. Certainly, there is much to see in the rocks. With the impending renovations to the Museum of Contemporary Art and the regular
walking tours of the area conducted by local historians, it is not surprising that sightseers converge on this inner-city pocket of living history on a regular basis.
But, this winter, Sydney-siders and tourists alike will be drawn to the Rocks for an entirely different sensory experience. On Sunday 25 July, the Rocks will pay tribute to it's origins as a hub of international trade in tea, coffee, chocolate and spice. The centerpiece of the
Rocks Aroma Festival, as the name would suggest, is a celebration of the olfactory, including the wafting scent of coffee and spice, the warmth of a cup of tea and the indulgence of a piece of chocolate. Each visitor will be able to sample the products of various stall-holders divided according to region: the Orient, the Latin Quarter, the Continent and the Oasis.
The Festival, now in its 13th year, is an initiative of the
Sydney Harbour Foreshore Authority. On 10 June, the Foreshore Authority won a prestigious award from Avant Card for their
promotional postcard for the 2010 Aroma Festival. The underlying logic of the image is well taken; above all, the Aroma Festival is a celebration of the diversity of products from the furthest reaches of the globe that has always characterized the Rocks. Certainly, visitors to the Festival will be united by their love for the decadent and the sensual - as well as their need for an early morning coffee hit.
The Festival will run from 10am to 5pm. Despite the reduced train hours of a lazy Sunday, it is probably preferable to
commute rather than drive. The Rocks has notoriously limited parking and extremely reliable parking police. Nonetheless, its close proximity to Circular Quay suggests that visitors will be able to enjoy the convenience of the public transport system as well as a view of the water.
It is also possible to be involved on the other side of the Festival; Festival organisers have called for any interested
coffee roasters,
hot food providers, and other
aroma specialists to book a space as stall-holders. With over 100,000 people converging on the Rocks last year, the Aroma Festival is an ideal way of raising the public profile of your sensory product.
