'Sekaten' night market gets new look

'Sekaten' night market gets new look

Sri Wahyuni, The Jakarta Post, Yogyakarta

If you were to visit Yogyakarta's Alun-Alun Utara (northern square) in search of the night market you might be surprised by the venue's new look.

Thanks to private Surabaya-based event-organizer PT Citra Pamerindo, the once traditional market or sekaten has been transformed into an entertainment and trade expo. The market, which was previously run by the Yogyakarta administration, has also been renamed Jogja Expo Sekaten (JES) '04.

"We were invited by the city administration to make the event, not just nationally recognized, but internationally, if possible," the company's president director Taufik Ismail told The Jakarta Post recently.

The company arrived at the concept for the event after careful consideration.

"The main objective was to make the expo not just a cultural and religious event but also a business venture that would attract more people to the city. We are confident that we will achieve our objectives in say three or four years," executive of the company Siswo Prayitno said.

The market has also been surrounded by two-meter plywood walls, which have been colorfully decorated. The entrance to the market is on the north side and the exit on the west side.

Visitors are asked to pay a small entrance fee, although the ticket price is twice that of the old night market -- at Rp 2,500 per person on weekdays; and Rp 3,500 on weekends, holidays or for special events.

Exhibitors must also pay nearly 20 times the previous rental fee for a space at the expo. Thus, the rental rate of Rp 20,000 to Rp 35,000 per square meter is now Rp 600,000 per square meter. The smallest space available is five square meters.

"The rate includes air conditioning and a booth. Exhibitors only need to bring the merchandise," Siswo said.

For exhibitors who can't afford the air-conditioned booths, non-air conditioned booths are available and also a special area for street vendors.

"The 1,500-square-meter area is located in front of the Masjid Gedhe grand mosque, west of the square. It will be free for traditional vendors in the last 10 days of JES. We hope that traders of pecut (whips) and kinang (betel leaves), for example, will participate, as has traditionally been the case," Siswo said.

Street vendors and traditional small-scale traders had initially been worried that they would not be able to afford to the rental fee for JES.

Besides attractions such as the Gelanggang Samudra show from Dunia Fantasi Taman Impian Jaya Ancol, Jakarta, and an acrobatic performance group from China, Citra Pamerindo also provides traditional entertainment and playgrounds for children.

Sekaten itself is an event held every Mulud according to the Javanese calendar to celebrate Prophet Muhammad's birthday, which will fall on May 2 this year.

It was originally held for seven days, opening with the Gamelan Sekaten (special Indonesian orchestral event) and closing with the ritual locally known as Garebeg.

The night market, held ahead of the main celebration also functions as a means for communications between the government and the people.

JES '04 was officially opened by the Yogyakarta Governor, Sultan Hamengkubuwono X, on March 26 -- or 38 days ahead of the Prophet's birthday.

This year, according to Taufik Ismail, the company has focused on marketing the event internationally, while leaving traditional rituals and religious elements untouched.

"We will modernize the event, but step by step, little by little so that the meaning is maintained," Taufik said.

He said that although the company had invested some Rp 3 billion in JES '04, Citra Pamerindo did not expect to make a profit straightaway. Rather, its participation was a long-term investment.

Taufik claimed that changing the image of the event was more important than profitability. Besides, he confided, the company had only had two months to prepare for JES '04.

A number of famous artists and entertainers are scheduled to perform at this year's event, including Element Band, Tamara Blezinsky, Dessy Ratnasari, Mayangsari, Sarah Azhari, Denada, Ira Swara, Chintya Sari, and Didi Kempot.

"We expect a total of over 500,000 visitors," said Siswo, adding that 15 percent of the ticket price would directly go to the city administration.

Some, including local councilors of the municipal legislative council, however, have expressed concern that JES will change the meaning of the sekaten celebration. They say that it could become too commercial and will lack character.

However, Yogyakarta Mayor Herry Zudianto expressed hope that changing the sekaten night market into JES would benefit local industries and bring more investors to the city.

"I hope that it will also attract international investors," Herry said.

The Sultan, said that the increased economic activity of JES would be a reflection of the city's community spirit.

"This is because is not orientated toward profit accumulation but toward a local collective energy," he said.