How Word-of-Mouth Demonised My Neighbourhod

Welcome to the inaugural issue of Melange! Thanks to a childhood spent creating my own zines and newspapers ('The Hutchinson Herald' was surely a standout), I've been eyeing off the LinkedIn newsletters feature with interest since it was rolled out to all users. And since I already set myself a goal of building up my library of articles, I decided - why not? Let's give a monthly newsletter a whirl.

So what can readers expect from Melange? Well, I intend to stay true to its definition; that of 'a varied mixture'. In keeping with the tone of my articles to date, I will continue to muse about topics that capture my interest from a marketing viewpoint. I also hope to include more visuals and potentially, cover more than one topic in future editions. In terms of how I come up with said topics, there may be a bit of this involved:

This month's issue has been inspired by the tourism campaign launched by the WA government when our borders opened on the 3rd of March. The campaign, 'Gifts from Western Australia', involved over $500,000 worth of tourism vouchers being handed out to both interstate and international arrivals at Perth Airport - with vouchers including skydiving at Rottnest Island, swimming with dolphins at Penguin Island or even a three day tour of Margaret River (read: ??).

To provide some very quick context for those who don't live in Western Australia: these tourism hotspots are widely regarded as the jewel in our red dirt crown (although I would gently encourage those planning a visit to Rottnest - or Wadjemup - to read up on its history; a history I myself was ignorant about until recently). Hell, I would be thrilled to receive a free voucher to visit most of these locations!

However, this campaign did get me thinking about Perth's less...celebrated regions. In particular; the 'seedy underbelly' of Northbridge, Perth CBD's clubbing capital. Full disclosure: I live there, so I'm biased. Many a hapless colleague or acquaintance has had to deal with my wrath after making an innocent comment about how dangerous it is, or how unsafe they feel there.

Since I live there, though, I'd also say I'm an authority. And Northbridge has unquestionably suffered from that most ancient of marketing tactics: word of mouth. My very first visit to the district at the age of 16 (!) is burned into my memory, purely for how underwhelmed I felt upon not immediately being stabbed, or offered Class A drugs. When my husband and I first moved here over five years ago, I had to reassure my parents. Repeatedly. Such is the strength of its reputation - and it's a long one.

Of course, like just about anywhere, Northbridge can be dangerous. While I'd argue that increased foot traffic probably makes it safer in one way, I'd also concede that there's some street corners I would avoid late at night. However, this is surely the case with many places - and with my neighbouring suburb being Claremont when I was growing up in the 90s, let me just say WA's most famous serial killer is not known as 'The Northbridge Killer'.

Anyway, the point of this piece is not to argue the point. Rather, I wanted to present my own little tourism campaign for my home base; beyond the 'best bars' lists, what do we have to offer someone who's never set foot on our gum-encrusted footpaths? From the sentimental gaze of a resident, I believe Northbridge is such a special, welcoming place and really does have something for everyone. My top picks are below.

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For some nature

Look, it's an obvious choice - but for good reason. Hyde Park is my favourite park in Perth (I even got married there). It's absolutely gorgeous no matter the season; it's peaceful; it's perfect for any occasion. Just - GO (and visit the What the Flip food van while you still can).

For some caffeine

Get Ya Fix is the best coffee I've had in Perth. And I have their coffee way too often, so you can take my word for it. Either sit in their cosy little cafe and order a bagel (and/or a slice of Kat's incredible burned cheescake), or take it to go for a stroll around - you guessed it - Hyde Park.

For some grub

Northbridge is brimming with eateries, and I could easily do a whole other list promoting them. But for the purpose of this piece, I'm going to big up my favourite underrated* spot - Tosaka Ramen. In contrast to all the tonkotsu ramen places around Perth, Tosaka boasts a rich chicken broth ramen. I was a bit 'meh' about ramen before discovering them - and I've been to Japan twice (??)! They also have a bunch of other delicious offerings, and my personal favourite - umeshu, AKA plum wine.

* I believe this is rapidly changing, so get in quick.

For a little treat to eat

A relatively recent Melbourne transplant, Billy Van Creamy is already renowned for their delicious handmade ice-cream and waffle cones. With sustainability at the forefront of their minds, and a bunch of vegan options to boot, they're my favourite treat.

For a show

One of the many things I love about where I live is how many spots I've yet to discover. Up until the weekend just past, The Rechabite was one of them - a multi-storeyed venue that I walk past every day, but had yet to enter. That all changed on Friday, when I went to a gig so good that it honestly defies description. The staging and sound was world class, and the rooftop bar was the cherry on top.

For a shop

Vinnies Retro Northbridge Shop is not your average oppy. They specialise in vintage and retro pieces, but at an op shop price point. I always love visiting them, and never leave empty-handed - thanks in part to the super stylish, flame-haired lady that works there. You'll know her if you see her!

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I could definitely go on - nearly all of these picks are from just one street! But for now, I'll leave it at this. There's a reason why the people who live in Northbridge are so passionate about it. So next time you hear what 'a hole' it is, I'd implore you to listen to the residents, instead of someone who spent a Saturday night here back in 2017.

And if you're new to Perth and missed out on one of those free tourism vouchers - welcome! Why not spend some time in the Bridge? ??