CIM February 2016 Issue

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FEB 2016

Geelong’s new opportunities L.A.’s star power Made in Melbourne

The big reveal

International Convention Centre Sydney

CONTENTS

On the cover With the launch of ICC Sydney now just months away, chief executive officer Geoff Donaghy explains the five key ingredients ensuring the future success of Australia’s premier convention, exhibition and entertainment precinct.

12 REGULARS

24

06 News 32 Q&A Peter Jack, EMG 34 Venue update 36 Profile Genevieve O’Reilly, O’Reilly’s

Rainforest Retreat

37 Meeting people 38 PCO Association

FEATURES 10 Cover story International Convention Centre Sydney 12 Melbourne Melbourne at the top of its game 16 Talking point

33 Creative looks beyond Indigenous events sector

18 Trends 2016

20

DEC 2015/JAN 2016

04 Publisher’s word

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New ways to engage

New chapter for Perth Adelaide hosts Dreamtime 2015 Sell TNQ impresses CIM1215.indd 1

Exceptional experiences Pan Pacific Hotels Group

4/02/2016 2:09 pm

To ensure you never miss out there are now more ways to enjoy CIM. As well as the monthly magazine, CIM is also available online and through the Issuu app, which is packed with exclusive extras.

Don’t miss

20 Los Angeles

L.A.’s star power continues to shine

24 Geelong and the Bellarine

A degustation of delights on offer

28 Food and beverage

Food and wine key to hotel appeal

33 Career pathways

Event Workforce creating new opportunities

Look out for these topical news-based video stories at www.cimmagazine.com to delve deeper into the issues behind the print stories.

www.cimmagazine.com Convention & Incentive Marketing, February 2016 3

PUBLISHER’S WORD

The year starts now E

very year it is the same feeling. After what I hope was a relaxing break over the New Year it is straight into the thick of it, with the Asia-Pacific Incentives & Meetings Expo, which was a distant speck on the horizon pre-Christmas, now suddenly in full view.

Under the helm of new event director Ian Wainwright, who we here at CIM have had the pleasure of getting to know well over the last few months as we prepare the AIME Daily, AIME 2016 is definitely hitting the refresh button.

Ian is a veteran event organiser and will undoubtedly bring all his background knowledge to the fore as a previous attendee to AIME to ensure that the two-day show offers the best opportunities for both buyers and exhibitors to do business.

Some people have a whinge every year about AIME, but I suspect that is more out of habit than anything else. There is nothing remotely that can compete with AIME in terms of networking and creating new business. Sure sometimes there is the odd element that misfires, but realistically can you imagine our industry in a world without AIME? It really is the one chance of the year that the industry gets together to kick up its heels and still get down to some serious business over the two-days.

I can’t wait, although I will be packing heels and flats. Those are two long days and I intend to make the most of them.

Published in Australia by Creative Head Media Pty Ltd Suite 202, 80-84 Chandos Street, St Leonards 2065 P.O. Box 189, St Leonards 1590 ACN 147 436 280 ISSN 1039-1029 Website: www.cimmagazine.com

PUBLISHER Alexandra Yeomans GENERAL MANAGER Michelle Cullen MANAGING EDITOR Sheridan Randall JOURNALIST Anastasia Prikhodko DESIGN/PRODUCTION MANAGER Bin Zhou PRODUCTION CO-ORDINATOR Anne Esteban SALES & DIGITAL CO-ORDINATOR Grissel Ritchie ADMINISTRATION ASSISTANT Kate Wilcox

HEAD OFFICE – SYDNEY +61 2 9438 2300 Creative Head Media Pty Ltd Fax: +61 2 9438 5962 Email: enquiries@creativehead.com.au

SUBSCRIPTIONS 1 yr $99; 2 yrs $174; 3 yrs $261 (inc. GST) Copyright © 2016 Creative Head Media Pty Ltd.

Alexandra Yeomans, Publisher

THIS MONTH’S TOP STORY With its culture, character and internationally recognised events, Melbourne is at the top of its game as a destination for business events. See the full story on page 12.

4 Convention & Incentive Marketing, February 2016 www.cimmagazine.com

Opinions expressed by the contributors in this magazine are not the opinion of CIM. Letters to the editor are subject to editing.

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INDUSTRY NEWS NEWS BRIEFS AccorHotels celebrates 25 Years in Australia AccorHotels is celebrating 25 years in Australia. To mark the 25-year milestone, AccorHotels Australia will host a range of activities and celebrations throughout 2016, from brand campaigns to celebrating staff and saying thank you to hotel partners and loyalty members.

Tourism Australia goes coastal Tourism Australia managing director John O’Sullivan said the new campaign would focus upon one of Australia’s key competitive advantages.

Visitors from China hit record 1m Annual Chinese visitor numbers have hit one million for the first time, according to data by the Australian Bureau of Statistics. China continues to be Australia’s fastest growing major source market, with growth of 21.6 per cent in the year ending November 2015.

Home run for Lismore Lismore City Council has secured the Australia Little League and Senior League Championships for Lismore in New South Wales for the next five years. The Championships, which will run from 2016-2020, will be held at the Albert Park Baseball & Softball Complex in Lismore in conjunction with Far North Coast Baseball Association.

Adelaide Convention Centre’s stage two expansion tops out Work on the second stage of Adelaide Convention Centre’s $400 million expansion has reached a key phase with the “topping out” milestone, installation of the highest point of the redevelopment, now complete. Construction of the East Building began earlier this year and is scheduled for completion in mid-2017.

Tourism Australia has launched its latest campaign, which highlights the country’s aquatic and coastal experiences.

The new creative, the latest instalment in Tourism Australia’s global There’s Nothing like Australia campaign, was officially unveiled at an event in New York on January 25 attended by Australia’s Minister for Foreign Affairs, Julie Bishop.

“Already 70 per cent of our international visitors enjoy an aquatic or coastal experience as part of their trip to Australia, so this is a campaign we know will resonate strongly across all our key markets,” he said.

Tourism Australia will spend $40 million over the next six months rolling out the new campaign – starting in the US with a joint campaign with Virgin Australia and then across other key international markets, including the UK, China, Japan, South Korea, Singapore, Indonesia, India, Malaysia and New Zealand.

Choice Hotels Asia-Pac partners with Rules Club Wagga The Rules Club Wagga will partner with Choice Hotels Asia-Pac for a $15 million redevelopment of its Glenfield site that will include a new hotel and club conference centre upgrade.

Due to open in July 2016, the Quality Hotel Rules Club Wagga will offer 80 rooms across three levels and will accommodate

Hong Kong Airlines launches Gold Coast and Cairns route Hong Kong Airlines has begun its inaugural new triangular service operating from Hong Kong to the Gold Coast, and continuing to Cairns enroute back to Hong Kong, every Tuesday, Friday, and Saturday.

6 Convention & Incentive Marketing, February 2016 www.cimmagazine.com

for up to 160 guests.

“With a brand new hotel and complementary club conference centre upgrades, Quality Hotel Rules Club Wagga will be a premier accommodation provider, proudly hosting guests from across the country,” said Trent Fraser, CEO of Choice Hotels Asia-Pac.

Industry boost from international flights to Canberra Canberra,” said Canberra Convention Bureau CEO Michael Matthews.

“Direct air access changes the state of play for meeting in Canberra and opens the doors for many conferences and incentive groups that previously found the added connections and associated costs in time and money prohibitive.

“Direct international flights to Canberra offers a great opportunity to foster new relationships between Canberra’s innovation and knowledge industries, and the international meetings sector.”

The newly announced direct flights linking Canberra to Singapore and Wellington in New Zealand are set to boost business events in the capital.

Canberra Convention Bureau welcomed the announcement, saying it will build the local visitor economy and attract more business

and leisure travellers, conferences and meetings to the region.

“A number of high calibre conferences organised from Australia that have regional and international members have previously indicated that direct flights from Asia and New Zealand are a must for them to consider

Direct international flights will also boost delegate attendance from fast growing Asia for business events already locked in to Canberra’s calendar, according to Association of Australian Convention Bureaux CEO Andrew Hiebl.

“This new service by Singapore Airlines provides Canberra Convention Bureau with more ammunition to win international bids,” he said.

Bright outlook for Sunshine Coast The Sunshine Coast ended 2015 on a high recording a 19 per cent increase in passenger numbers at Sunshine Coast Airport for December.

Luna Park hosts Australia Day lunch Luna Park Sydney’s Big Top was the venue for this year’s official Australia Day lunch, hosted by the Australia Day Council of NSW, marking the third time the venue has held the event.

“We think that celebrating what it is to be Australian while overlooking arguably Australia’s most iconic landmarks, the Sydney Opera House and Harbour Bridge is the perfect way for corporate Australia to celebrate our national day,” said Luna Park Venues’ general manager of sales, James Granter.

More than 800 guests including the NSW Premier Mike Baird enjoyed the lunch, which included entertainment from Jessica Mauboy.

Total passenger movements for December were 87,097, and 508,808 for the six months from July to December, the highest ever figure recorded by the Airport, continuing two years of international and domestic arrivals growth.

The region’s events calendar is also expanding, with the program under the new tagline The World is Coming to the Sunshine Coast. The Queensland Garden Expo, Caloundra Music Festival, Maroochy Music and Visual Arts Festival, Wanderlust, a new-format Noosa Food & Wine Festival are just some of the big events happening this year.

“We start 2016 in a very positive frame of mind,” said Visit Sunshine Coast CEO Simon Ambrose.

“In December we changed the name of the organisation from Sunshine Coast Destination to Visit Sunshine Coast to align our consumer and trade profiles, and with an innovative digital strategy, along with a range of exciting marketing programs, we are confident of another highly successful year.”

www.cimmagazine.com Convention & Incentive Marketing, February 2016 7

NZ NEWS

New Zealand targets SE Asia for incentives

Claudelands Arena puts on a show A group of professional conference organisers and event specialists were treated to an impressive dinner in Claudelands Arena as part of the HWT National Mega Famil to the region.

Hosted by Hamilton and Waikato Convention Bureau, the group were taken on a site tour of Claudelands before returning to the venue that night for a special dinner function, which included entertainment by a pianist, cellist, ribbon dancer and opera singer.

“The famil dinner allows us to demonstrate what our team can do,” said Murray Jeffrey, H3 director of business development and marketing.

“It is great to be able to showcase how great our venue is and help them imagine their event being held here with us.”

New Zealand is set to welcome more incentive travellers from South East Asia than ever before thanks to a series of key partnerships and agreements making it easier for businesses to bring their corporate incentives to New Zealand.

value visitors to New Zealand and is a primary focus of our business events activity in the South East Asia markets,” said Tourism New Zealand regional manager South and South East Asia, Steven Dixon.

Tourism New Zealand signed a co-marketing agreement with Dynasty Travel, one of Singapore's leading travel agencies, along with partners Air New Zealand and Winchester Travel, which aims to growing incentive travel to New Zealand out of Singapore.

Under the new marketing agreement Tourism New Zealand will be able to extend the reach of its activity to directly target key decision makers in large corporate firms in Singapore.

“It presents significant opportunity for Tourism New Zealand to bring more high

Tourism New Zealand has also signed two additional partnerships with Thai and Indonesian travel agenst in the business events sector.

NZICC’s big sell Auckland’s new international convention centre will attend its inaugural conventions expo at the 2016 Asia-Pacific Incentives and Meetings Expo (AIME), when it will officially start bidding for large-scale, international conference business.

The $470 million New Zealand International Convention Centre (NZICC) will be New Zealand’s largest conference and exhibition space, capable of hosting conventions of 3000 delegates and oneoff events of up to 4000 people on the exhibition floor.

Simon Jamieson, NZICC general manager,

says the convention centre was needed to attract large-scale conferences and events that New Zealand was otherwise missing out on.

“The NZICC will be a development of scale in New Zealand to attract the part of the market that isn’t coming here at the moment,” he said.

“Australia and the Asia-Pacific region are key markets for us to look to attract these large scale events and we look forward to meeting event organisers on our stand at AIME to show them the fantastic opportunities on offer in New Zealand.”

Just a short flight across the Tasman and an easy drive from Auckland International Airport, New Zealand’s Hamilton and Waikato region is a destination waiting to be discovered. Take your delegates on an unforgettable adventure and unveil the treasures of the region including our award-winning Claudelands Conference and Exhibition Centre and the stunning surroundings of the Hobbiton™ Movie Set. For the most epic conference you will ever hold, contact the Claudelands team today on +64 7 958 5950, info@claudelands.co.nz or visit claudelands.co.nz

VISIT OUR CLAUDELANDS AND HOBBITON™ MOVIE SET TEAMS TOGETHER ON THE NEW ZEALAND STAND AT AIME 2016 Where every detail is the single most important detail

8 Convention & Incentive Marketing, February 2016 www.cimmagazine.com

INTERNATIONAL NEWS

IMPACT Exhibition and Convention Center’s mega developments IMPACT Exhibition and Convention Center, in Thailand’s Muang Thong Thani, is to undergo a 3.5 billion baht ($140 million) redevelopment, with plans for a new theme park to be built by 2018.

“In the near future, we are going to see some of the biggest investments in mega projects in IMPACT’s history including a 200-million-baht Theme Park sitting along the shore of the lake, specially designed to be a gathering point for the family to share memorable moments together,” said Paul Kanjanapas, managing director of IMPACT

Exhibition Management Co. “Business travellers bringing children on board attending a conference at our venue can leave their kids at the theme park while they are in a meeting. With our one-stop entertainment complex coupled with other state-of-the art facilities and amenities nearby the exhibition center, the family would end up staying longer and that is exactly what we are looking for.”

A new marina, 587-room Ibis Hotel and five-storey retail building are also in the planning stages.

Global exhibition industry to have its day Exhibition organisers, venues, associations, and service providers from countries all around the world are being called on to get behind a global initiative to stage the first ever “Global Exhibitions Day” on June 8, 2016.

Driven by Paris based global exhibition industry association UFI and Dallas-based International Association of Exhibitions and Events (IAEE), a growing list of associations and industry players have pledged to join forces to promote the industry and to highlight its achievements.

“There are many great national and regional initiatives, addressing exhibitors, visitors, policymakers, and other stakeholders,” said Sergey Alexeev, UFI president, and Julie Smith, IAEE chair.

“Uniting these achievements under one common umbrella will strengthen the messages and multiply the reach.”

The campaign will focus on messages that promote the value of exhibiting for companies, the key support role of exhibitions for the development of trade and internationalisation, and the stimulating role exhibitions play in driving innovation and competitiveness of companies.

“We are amazed by the support this idea has received already,” said Kai Hattendorf, UFI managing director, and David DuBois, IAEE president and CEO. “As preparations progress, we’re inviting every player in our industry to get involved as well.”

New convention facilities in Yokohama for 2020 Plans are underway for the construction of new convention facilities covering 20,000sqm to be located adjacent to the Pacifico Yokohama convention centre in Japan.

Scheduled for a spring 2020 opening, the Takenaka Group will be responsible for the design and construction.

Upon completion, the new Convention Centre combined with the Pacifico Yokohama convention centre, will allow for large scale meetings of 5000 people to be held in both centres at the same time.

A new hotel planned adjacent to the convention facilities is also planned, offering 270 guest rooms.

www.cimmagazine.com Convention & Incentive Marketing, February 2016 9

COVER STORY

View the video on the CIM website.

With more than 20 years’ venue experience and a long list of accolades, including being president of the International Association of Congress Centres and representative to the Joint Meetings Industry Council, International Convention Centre Sydney (ICC Sydney) CEO Geoff Donaghy is confident about the challenge ahead of delivering the centrepiece of a $3.4 billion, 20-hectare precinct transformation.

“We are creating something that will generate a paradigm shift in the way business events are delivered in Sydney, and represent a new interface between the visitor and knowledge economies for our nation,” he says.

“It is a massive undertaking but we are prepared, proactive and passionate.

We have the teams and technical components in place to ensure everything comes together, and can’t wait to share our vision with the world.”

The big reveal With the launch of ICC Sydney now just months away, chief executive officer Geoff Donaghy explains the five key ingredients ensuring the future success of Australia’s premier convention, exhibition and entertainment precinct.

For delegates and hosts, location is always a key consideration, and according to Donaghy, Sydney has this secured.

“One of the most important aspects of ICC Sydney’s appeal is the venue’s prime position in the heart of the city,” he says.

“Built within a dynamic dining, leisure and residential precinct, ICC Sydney connects to the city’s financial districts, media and creative, cultural and educational hubs.

“ICC Sydney is also located right on the waterfront in the popular Darling Harbour neighbourhood, boasting views of one of the world’s most spectacular harbours and skylines.”

ICC Sydney’s innovative design, a result of

10 Convention & Incentive Marketing, February 2016 www.cimmagazine.com

collaboration between the New South Wales Government, architects Hassell and Populous, and the venue’s consortium partners, Lendlease, ICC Sydney comprises three interconnected buildings that will be capable of holding multiple large conventions, live entertainment shows, corporate events and exhibitions simultaneously.

“This strategic move ensures the venue can cater to the changing architecture of meetings,” he says.

“It delivers true flexibility to support the business objectives of different types of events, while maximising delegates’ opportunities for collaboration."

With technology advancing rapidly, it is clear that the technical capabilities of a venue are increasingly important.

“ICC Sydney will have world leading technical and production facilities, alongside a dedicated support team to meet the evolving needs of our clients,” Donaghy says.

“The venue’s high calibre IT network will be hardwired into every room, providing the ability to continually tailor technical solutions for every event.”

Acknowledging that the nutritional value of food is just as important as its provenance, ICC Sydney will embrace an industry-first Food for Performance philosophy to deliver smart menus comprising fresh, seasonal and sustainably produced ingredients, expertly combined by executive chef Tony Panetta, to drive physical and mental performance.

“We are building an extraordinary team of specialists, drawing on the united experience of industry veterans, the AEG Ogden network and new ideas from adjacent businesses,” Donaghy says.

“It really is our people that make the difference in delivering event success. They are a fundamental part of our mission to truly set a new standard for events across the globe.”

is a great listener. Like a great cup of tea she soothes away the stresses knowing that the little intricacies create the biggest impressions. Our teams’ passion for detail and exceptional service is what we excel in, it’s also what keeps our clients coming back.

For all your event requirements, contact us today

MELBOURNE

Pole position With its culture, character and internationally recognised events, Melbourne is at the top of its game as a destination for business events, writes Anastasia Prikhodko.

Melbourne has started off the year strong with Melbourne Convention Bureau (MCB) and Melbourne Convention and Exhibition Centre (MCEC) announcing their strategic partnership with the Professional Convention Management Association (PCMA).

The partnership will launch the 2016 PCMA Citywide Auction of Melbourne, which gives conference organisers an

opportunity to bid for an event package at MCEC at the value of US$350,000 ($496,000) Melbourne is the first destination outside of North America to offer this opportunity. PCMA and MCB will work collaboratively over the next three years to showcase Melbourne as a leading destination for business events in the Asia Pacific region.

Deborah Sexton, PCMA president and CEO,

emphasised the significance of PMCA offering its first Citywide Auction in seven years outside of the US. “Melbourne is Australia’s most creative, exciting and intellectual city, renowned for world-class dining and culture as well as for research, education, innovation and knowledge – making it the perfect conference destination,” Sexton says.

Karen Bolinger, MCB chief

12 Convention & Incentive Marketing, February 2016 www.cimmagazine.com

executive, also says that the partnership offers “global exposure, while assisting us to showcase our city to North American and European markets”.

In 2014-2015, MCEC hosted 918 events and welcomed 724,000 business event visitors through its doors, resulting in a $911 million contribution to Victoria’s economy. According to MCB in the last financial year

Opposite page from left: Immigration Museum; Formula 1 drivers Lewis Hamilton and Daniel Ricciardo draw a crowd at the Melbourne Grand Prix; Rod Laver Arena at Melbourne Park.

MCB recognition Melbourne Convention Bureau (MCB) was awarded the Melbourne Award for Contribution to a Profile by a Corporation at the 2015 Melbourne Awards for securing five of the world’s largest health conferences in one year.

“The success of these conferences was the result of a true partnership between the city, state and international associations”, says MCB chief executive Karen Bolinger.

“Importantly, they also left legacies, such as policy and legislative change and health and social improvements meaning these conferences are still having an impact today.”

The conferences included the World Diabetes Congress, World Cardiology Congress, International Congress of the World Federation of Hemophilia, 20th International AIDS Conference and World Cancer Congress, which attracted almost 35,000 experts in their field to Melbourne, 75 per cent of whom were international, and overall contributed $204 million to the economy.

Melbourne saw nearly 13,500 delegates arrive in the city for incentive programs.

The 31 international association conferences currently secured by the MCB are estimated to deliver $100 million to the Victorian economy and bring more than 22,500 delegates to the city.

Additionally, 100 incentive programs will bring 11,400

delegates to the city.

After turning away 20 per cent of business opportunities due to a lack of available space last financial year, MCEC’s $210 million Stage Two expansion plans are set to boost those figures further.

Current expansion designs include additional exhibition space, a 1100-seat theatre

and multi-function space, meeting rooms, a new banquet hall, extra car parking and a hotel to provide additional accommodation in the precinct.

“Melbourne has led the growth of this industry globally for the last decade and this expansion will ensure MCEC retains its position as Australia’s number one business events

destination,” says Peter King, MCEC’s chief executive.

Popularly coined as “the sporting capital of Australia” Melbourne hosts a number of internationally recognised sporting events, attracting both domestic and international visitors.

Joe Fennessy, communications specialist at Melbourne & Olympic Parks, says that in the

Big on space.

Big on versatility.

Big on features.

Melbourne Showgrounds is Melbourne’s largest and most versatile space for events, exhibitions and trade shows. For more information visit melbourneshowgrounds.com or call 03 9281 7444.

www.cimmagazine.com Convention & Incentive Marketing, February 2016 13

Dine and shine The jazz-infused city cocktail establishment Eau De Vie (EDV) named Bar of the Year at the recent Time Out Melbourne Bar Awards 2016 serves cocktails, whisky, a degustation menu and bar food.

Boilermaker House specialises in Boilermakers – a shot of whisky and a beer chaser – with over 700 whiskies and a rotating selection of craft beers and over 25 different cured meats to complement.

Dinner by Heston Blumenthal seats 120 guests and is located on the 3rd floor of Crown Towers. The restaurant serves dinner seven days a week and lunch on Fridays and Saturdays with a menu inspired by historic British gastronomy dating back to the 1300s.

Located on the 55th floor of Melbourne’s iconic Rialto building, Vue Du Monde has gone from classical roots to a lighter handed and more natural approach with a degustation or tasting menu for lunch and dinner.

Attica in Ripponlea has set the benchmark for fine dining in Melbourne. Headed up by chef Ben Shewry expect some of the most innovative menu choices in the country.

26 years since the Australian Open moved from Kooyong to Melbourne Park, the event has grown to impressive new heights and has attracted more than 700,000 patrons in 2015, compared to 250,000 patrons back in 1988.

“It’s a record that we hope to get close to breaking this year,” says Fennessy.

The Australian Tennis Open, held at Rod Laver Arena is the “largest annual event in the South Hemisphere”.

The 2016 Australian Open also marks the next phase of the Melbourne Park redevelopment project.

Already hosting over 2.1 million patrons every year across 200 events, the refurbishments will further expand the capacity of the venue.

“Once the final ball is bounced and the Australian Open champion is named, construction will start on the refurbishment

Albert Park Grand Prix circuit on March 17 to 20.

“The Grand Prix is about branding Melbourne and

“Melbourne is Australia’s most creative, exciting and intellectual city, renowned for world-class dining and culture as well as for research, education, innovation and knowledge.” of the Rod Laver Arena that will allow the iconic entertainment venue to host even more shows and bigger productions,” he says.

Another sporting agenda that demands global attention is the Formula 1, Grand Prix held at the

marketing Melbourne in a very unique way,” says Andrew Westacott, CEO of Australia Grand Prix Corporation (AGPC).

The four day event welcomes 12,000 overseas visitors, who stay about seven to 10 days, and 28,000 domestic visitors who

14 Convention & Incentive Marketing, February 2016 www.cimmagazine.com

stay for four to six days.

“What Melbourne stands for internationally is very often what international viewers see on television,” he says.

Westacott also adds that 425 million people watch the Formula 1 season and “what they see is the race track around Albert Park Lake, the bay in the background and the Melbourne city skyline just 4 kilometres away and that just showcases to the world how wonderfully pretty and accessible Melbourne is.

“It is a very competitive marketplace, so it is about making sure that the experiences are unique to customers and that we are offering everything that you can get at the best restaurant in Melbourne at a temporary venue.”

Opposite page from left: Gala dinner at Scienceworks; The Australian Tennis Open; MCEC; Albert Park; Immigration Museum.

One of the challenges that organisers face is ensuring their sales and volumes grow each year. Westacott says that the key areas targeted are the corporate grandstand and general admission sponsorship, with both seeing strong growth in the last four years.

“We’ve grown our revenue by about 25 per cent and the overriding challenge every year is that we’ve got to make sure that the Grand Prix is bigger, better, newer, fresher, different and exciting compared to the last year,” he says.

This year, the audience will experience further enhanced social zones built on Melbourne’s love of food, music, coffee and culture along with off track freestyle motoring entertainment and the Grand Prix advantage program, which is for the core

grandstand patrons, who want access to the drivers and a more unique experiences.

Westacott describes the event, as one of “technology, innovation, motorsport, glamour and bit of Hollywood” that brings huge economic, tourism and branding benefits to Melbourne.

City pride is another reason to host a large scale event, says Westacott, as “Melbournian’s are very proud that we are the world’s most liveable city and we acknowledge that this is the sporting capital of Australia, if not the world”.

Melbourne’s cultural credentials are also a big drawcard with many of the city’s galleries, libraries and museums offering event spaces.

Marisa Uremovic, the manager

of Museum Spaces, looks after venue hiring and catering across Museum Victoria, Melbourne Museum, Scienceworks, Immigration Museum and the Royal Exhibition Building.

educational and cultural indigenous experience.

Uremovic says that the venues host around 400 to 600 events annually and can accommodate from a small group of attendees through to a dinner for 1000.

In March, Melbourne Museum will be transformed into Jurassic Park for Jurassic World: The Exhibition. Based on the blockbuster film, the exhibition will offer encounters with realistic, life-sized animatronic dinosaurs that are inspired by the film and created in close collaboration with renowned palaeontologist Jack Horner.

“We work closely with MCB and have been the venue of choice for some of the welcome receptions and gala dinners,” she says.

“We have also seen an increase in the number of companies wanting to utilise the Royal Exhibition Museum for special events.”

The Bunjilaka Aboriginal Cultural Centre located at the Melbourne Museum incorporates a traditional smoking ceremony as part of an event for an

Uremovic says that the welcome to country is popular amongst international and national events.

The exhibition will also be offering corporate hospitality packages.

“What these events bring back to us, is revenue that we can invest back into our exhibitions and into ensuring that Victoria’s history remains alive.”

www.cimmagazine.com Convention & Incentive Marketing, February 2016 15

TALKING POINT

Above: Jannawi Dance Clan performing at the NAIDOC in the City celebrations.

Right: Georgia Cordukes and Mayrah Sonter.

Empowering remote communities Founders of Aboriginal media, communications and events company 33 Creative, Georgia Cordukes and Wiradjuri woman Mayrah Sonter, spoke with CIM about the importance of sticking to your values.

The closing of Deadly Vibe, an Aboriginal media, PR and events group that had been operating for 20 years in Sydney, influenced formal CEO Georgia Cordukes and Mayrah Sonter to open 33 Creative and provide events that “engage, inspire and empower”.

One year on and with their ethos “if it’s not going to help someone we don’t do it”, 33 Creative has worked across a range of sectors including health, business and education, as well as the NSW Government, the Commonwealth Government and Reconciliation Australia.

event and we’ve won that contract for three years,” says Cordukes.

The event takes place in Sydney’s Hyde Park in July each year and attracts over 7000 attendees.

Winning the NAIDOC contract was one of their biggest challenges, as the team had no financial backing and only the track record of the team to go by.

“We didn’t have a financial track record, we as an organisation didn’t have a track record, we were putting in a tender for a three year contact with the City of Sydney,” says Cordukes.

“We were loving the work that we were doing [at Deadly Vibe] and since the company wasn’t going to resurrect – it created a gap in the market,” she says.

Sonter adds that funding and getting sponsorship for events is also difficult especially in terms of funding for community festivals and arts kind of events.

The first contract for the team was the National Aborigines and Islanders Day Observance Committee (NAIDOC) in the City.

“The government has stopped spending in that space – unless you are in the corporate environment and going down the technology space there is plenty of funding there and we

“It’s probably Sydney’s biggest Aboriginal

16 Convention & Incentive Marketing, February 2016 www.cimmagazine.com

are not really in that space,” she says.

In partnership with alumni from Indigenous business masterclass program MURRA and the Melbourne Business School, 33 Creative launched the inaugural Indigenous Business Month in October 2015, which aimed to develop a greater understanding of Indigenous businesses, through showcasing success stories and breaking down some of the stereotypes about working with Indigenous businesses.

The month consisted of a launch breakfast held at Customs House, which was attended by over 100 members of the local Indigenous business community, and panel discussions.

The event prompted a lot of interest from government and corporates to which Cordukes says, “two years ago Indigenous businesses weren’t seen as the flavour of the month and now there are great business’ that are getting profiled and a lot more business are being born”.

The company works in partnership with the community to produce an event, according to Sonter.

For the event the company managed technical production, media engagement, speech development, the production of an infographic, design and production of brochures and banners, and all cultural aspects of the project.

“I think part of what we do is upskilling the community,” she says. “It’s about making sure that once we leave a remote community, and if we aren’t able to come back, then they have some skills to run their own event.”

In September of last year, 33 Creative also organised the annual three day Congress of Aboriginal and Torres Strait Islander Nurses and Midwives (CATSINaM) Conference held in Darwin.

Cordukes also adds that it is about ensuring that when they come into a community, they are helping the community and have them on board.

CATSINaM’s function is to implement ways of increasing the recruitment and retention of Aboriginal and Torres Strait Islander people in nursing and midwifery professions.

“With the committees for example, we discuss the big issues in the community, ask what they would want us to talk about and which role models they want us to bring.

So it’s about partnerships rather than just saying we are coming doing an event and taking over.”

Sonter says that the live tweeting at the conference not only drove the event but also opened up the discussion platform for non-attendees.

“There seems to be a lot more capacity in building and development indigenous businesses.”

Additionally the company “employs Aboriginal people where possible and have Aboriginal businesses in our supply chain”.

33 Creative produced the launch of the Narragunnwali program in Adelaide in May 2015, which involved managing all aspects of the launch in consultation with Reconciliation Australia.

“It’s hard because events are more than just in person these days, there is the online and the media,” says Sonter. “But a lot of it is about relationships and that ongoing dialogue.”

Sonter says “there are cultural elements that you have to take into consideration”.

These include, a welcome to country with an elder, along with understanding the process of how to engage with the traditional owners as “it’s different in every place that you go so you have to be sensitive to that”.

Sonter further explains that in the Indigenous community face-to-face communication is essential if possible, as “that real human connection is still very important”.

“We are taking advantage of technology and putting things online and streaming stuff but at the same time we are still going to communities and having that face-to-face conversation.”

The company has recently won a contract with the Australian Civil Military Centre (ACMC), their first project that is outside the Aboriginal events sector.

“I think in some capacity some businesses want to hire Aboriginal businesses and that’s when we win out but we want to keep competing with the big boys and trying to go for the big gigs as well,” says Sonter.

With a strong track record in the government non-profit sector, 33 Creative is aiming to expand their presence in the corporate market.

“We also want to do more of our own stuff so that we have something to look forward to every year and be more sustainable,” says Sonter.

“We like the challenge of pulling off the impossible half the time. So there are always hick ups and you learn things along the way but it’s about being a good communicator with people and being able to work through issues.”

www.cimmagazine.com Convention & Incentive Marketing, February 2016 17

TRENDS 2016

A year of engagement Last year was one of disruption for many in the business events sector, and 2016 is set to continue to shake things up, writes Anastasia Prikhodko.

Mobile apps and social media platforms continue to become more pivotal to the events industry, as delegates, guests and planners need to stay connected at all times through sharing, posting, tweeting and liking.

The social platforms increase attendee engagement and broaden the social footprint of events through the posting and sharing of photos and videos.

As a tweet with an image on Twitter is nearly twice as likely to be retweeted, whale Instagram has doubled in use in the past three years with over 300 million users and is frequently used at events.

Planners now also receive insights and feedback during

an event. For example, instead of delegates filling out surveys after an event, event planners can simply track delegate’s responses through a mobile event app and social media channels. If a delegate posts a photo with a positive comment and receives a whole heap of “likes”, this means things are looking promising.

This trend will not only stay put but will also continue grow. Professional conference organiser and association management company The Association Specialists suggest that event planners will continue to look at new social media platforms and strategies to better engage with their

demographics.

Event planners will make the most of long lead times to build a strong online community via a long-term social media strategy that builds an engaging and suspense-building digital conversation amongst target audiences.

There will also be more focus on the “strategic use of social media” by engaging with virtual delegates through the use of webinars, webcasts and podcasts, as this extends the conference beyond the one physical venue.

Social media is also pushing for a paperless experience with event specific apps, programs or competitions on Instagram

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and programs viewed through Facebook.

This move towards efficiency has also brought on smart bracelets and smart name badges, bringing in a new level of convenience.

For example digital name badges are printed onsite when a delegate registers, which enables delegates to access to all areas of the conference that their registration permits.

Other smart devices contain GPS directions, ability to open guestroom doors, receive conference alerts, and make e-wallet transactions.

Nonetheless 2016 will be the most interactive year of

conferences ever to date – with a huge focus on knowledge sharing face-to-face, according to the Association Specialists.

Conferences will be offering new and attractive networking opportunities that match delegates to each other with program features, with “Brain Dating or Connectivity Pods” becoming increasingly popular on the conference circuit.

Meetings and face-to-face interaction keeps people more focused compared to webinars and other virtual meetings, as there is only so much time people can spend staring and talking to a monitor.

Conference content needs to be impressive, thought provoking, and most importantly innovative, which influences the need for more interactive workshops for networking and connecting amongst delegates.

Conferences will also see more performance style presentations with the use of props and drama to deliver the

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story and presentations in a memorable fashion, along with more panel discussions.

“Content is still key, and good content is the key to successful campaigns in everything that we do,” says Felicity Zadro, the managing director of Zadro Communications.

Zadro also says that strategic planning is more important than ever if you are trying to manage campaigns through digital, public relations, marketing and design.

“The only way you are going to be able to do that is with an integrated plan, and I think that’s key,” she says. “What we know is that the world of strategic communications planning is a three to five year vision and a 12 month action plan.”

Last year, the demand for a personalised experience started to increase and it is set to further rise with delegates and attendees wanting to feel part of the event.

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comes personalisation. According to US-based event marketing company Freeman Co’s report, Event Trends for 2016, “today’s attendees come with their own ideas of what to expect in exchange for the time invested in the events they attend and will not be satisfied to merely move through an agenda prepared by a third party”.

Simply, the audience doesn’t want to just be presented with content, they want to experience it and voice their own values and ideas.

Crowdsourcing is another concept on the rise, with the immediate access to response and feedback, event goers will rely on the reaction from other attendees about which conference sessions to attend or exhibit hall booths to visit.

Event organisers, exhibitors and conference speakers will have to be observant of social media and be prepared to make quick changes to programming as they digest their participants’

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The increase of personalisation has also heightened the need for learning lounges, as not everyone learns from just the standard conference sessions and panel discussions. Freeman Co point out that “attendees come to events to learn how to do their jobs better and to advance the missions of their companies and associations.”

Other ways to learn include face-to-face discussions with speakers, conversations with experts, hands-on demonstrations and even game-based exercises that they can participate in with other attendees.

Despite trends constantly coming and going depending on what the public demands, there are a few significant changes of digitisation, moving towards sustainable practises and personalisation that need to be adapted in order to thrive and capture the attentions of attendees.

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www.cimmagazine.com Convention & Incentive Marketing, February 2016 19

LOS ANGELES

Star power Los Angeles is a city that really needs no introduction, but that doesn’t mean it has rested on its laurels. Instead it has been busy upping its game, with a record number of visitors in 2015 testament to the city’s ambition, writes Sheridan Randall.

Los Angeles Mayor Eric Garcetti and Los Angeles Tourism & Convention Board (L.A. Tourism) president and CEO Ernest Wooden Jr. delivered the news that Los Angeles welcomed a record 45.5 million visitors in 2015, an increase of 2.8 per cent on 2014 levels, breaking visitation records for the fifth consecutive year.

In that lucrative market, Australia remains L.A.'s number two overseas market with 424,000 visitors in 2015, an increase of 5.7 per cent, a figure well surpassing the midyear forecasted increase of 4.9 per cent.

“Los Angeles is a place where the world comes together for cultural experiences and celebrated attractions that cannot be found anywhere else,” said Garcetti. “Our city

Hollywood movie magic Movie studios such as Universal, Paramount, Warner Brothers and Sony all cater for private events from as little as 10 people to the thousands and allow you to host private events on famous backlot sets and recreate any location in the world or theme from your clients favourite movie and walk in the footsteps of Hollywood greats with your own red carpet arrival complete with paparazzi to capture your clients arrival.

keeps setting records in the tourism sector because we are investing billions at our airport, in mass transit, and other assets that are making L.A. more exciting and accessible than ever. The sky's the limit.”

famous,” he says.

Craig Gibbons, the regional director for the Los Angeles Tourism & Convention Board’s Australia & New Zealand office based in Sydney, says that business events and incentive groups make up a significant proportion of those Aussies heading to L.A.

“The US$8.5 billion modernisation project currently underway at LAX has seen the implementation of automated immigration, which allows all Australian travellers including groups travelling on ESTA visas to self-process their own immigration in under 90 seconds.”

“As the gateway to North America and a business hub in its own right, L.A. is a go-to MICE destination offering ‘only-in-LA’ unique venue spaces including Hollywood movie studios, famous theatres and private residences for hire, home to the rich and

20 Convention & Incentive Marketing, February 2016 www.cimmagazine.com

“L.A. is more accessible than ever for Aussie MICE groups with five direct airline carriers from Australia to LAX, making airfares very affordable.

Destination management company Insider Experience specialises in the Australian and New Zealand market heading to the US, with founder and director Karine Bulger saying it is “all about incentives groups”.

Right: Dinner under Endeavour at California Science Center.

Sports L.A. is lucky enough to be the home to two of the world’s bestknown sports teams The L.A. Lakers and The L.A. Dodgers.

Experiences range from general admission tickets with pre reserved seats that include food and beverage packages or to upgrade to a VIP or large groups packages that can include corporate boxes and suites in prime positions complete with your own former Dodger’s player to bring you up to speed on the rules of baseball.

The Hyde Lounge at the Staples Center in Downtown L.A. Home to the Lakers, the lounge combines a stylish and sophisticated ambiance with spectacular views of the best concerts, shows, and sporting events in Los Angeles.

“Aussies have always had a long love affair with American culture so being able to entrench them into the Southern California lifestyle is truly a memorable experience and a great reward for staff,” she says.

“We recently had a group that typically attracts around 100 guests but with the program we developed for L.A. numbers ended up closer to 160.”

On average most groups are in the 100-200 person range; although this past September Insider Experience ran a program for 700.

“One of the many things we love about L.A. is the variety of venues,” she says. “It is as easy to develop a bespoke program for 20 as it is a group of 700.”

Being a West Coast gateway city, the appeal of single direct flight also puts it top of the list for many heading over the Pacific.

“Our team loves to pitch L.A. to our clients, as it can be seen as the little sister to other

cities so we love converting clients’ minds and showing them the fantastic programs we can offer,” says Bulger.

“The sun, the shopping, the nightlife, the beach, the movies, Hollywood’s portrayal of L.A. It’s about fun and L.A. has a lot more do to than many other cities.”

Only in L.A. experiences such as gala dinners in private Beverly Hill Mansions, the re-creation of the Oscars for an awards dinner, exclusive use of Santa Monica Pier, groups attending VIP award shows, block parties at movie studios, private experiences around the NBA (basketball) MLB (Baseball) and NHL (Ice Hockey), Sunset Strip “Vanity Fair” style events, are just some of the options available.

“L.A. is all about being ‘in the know’,” she says. “It is a great destination for offering program components that guests couldn’t access as a leisure traveller. Don’t fall into the trap of including typical, tourist known venues

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– guests can do this in their own time.”

Bulger also advises to consider hotel options carefully, as the L.A. traffic can derail the best laid plans.

“Take your first day and last day into careful consideration,” she adds. “Most of your guests will arrive early morning on day one and depart late on their last day.

“Ensure you cover off all of the geographical areas of L.A. from Beverly Hills to Hollywood to Santa Monica and Venice and that guests are having a different and unique experience in each.

“Finally, consider what the city has going on in the various months and how you may be able to piggyback your event. From Awards season to the finals of the NBA and then the annual music award shows, L.A. is always ‘buzzing’ from local events which adds a great dimension, and star spotting, to programs.”

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Recreate your own Awards season for your clients next product launch or company awards/AGM with iconic awards shows venues that play host to the Oscars, Grammy’s Emmy’s and more.

Dolby Theater – Home to the Oscars and situated right on the walk of fame, the Dolby Theatre allows you to recreate all the glitz and glam of the Academy Awards. For something smaller, take your clients behind the red carpet with a private tour.

TCL Chinese Theater and Egyptian Theater – Allow your clients to experience the Golden era of Hollywood with private movie screenings and events at these classic cinemas.

Lifestyles of the rich and famous Nowhere does excess like L.A. and groups can have a taste of how the other half live. Organise private mansion event rentals for intimate dinners and lavish cocktail parties held in the exclusive neighbourhoods of Beverly Hills, Bel Air and Malibu.

Don’t just window shop on Rodeo Drive, host an event on the one of the most wealthiest streets in the world with 2 Rodeo now available for private hire. From cocktail events for 350 to an intimate sit down dinner for a small group, this space allows you to create your very own piece of 90210.

Surround yourself with over 100 years of Hollywood memorabilia at the Hollywood Museum or scare your clients with a private dinner in the original set and prison from Silence of the Lambs.

Greystone Mansion (pictured above) is an iconic Beverly Hills Mansion available for private hire and owned by the city of Beverly Hills.

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www.cimmagazine.com Convention & Incentive Marketing, February 2016 23

GEELONG & THE BELLARINE

A new buzz Long gone are the days that groups heading to regional cities took their chances when it came to meeting their expectations, with the odds now that expectations will not only be met but often exceeded. Geelong and the Bellarine is one regional hub that definitely fits this category, discovers Sheridan Randall.

Sitting an hour west of Melbourne, Geelong was once dismissed as Melbourne’s poor cousin. It’s once thriving manufacturing sector having to adjust to new economic realities meant a new direction was needed, with tourism and business events filling that space.

Last year saw Business Events Geelong launched its new Planners Guide for Greater Geelong and The Bellarine. Assisted by Geelong’s extrovert Mayor, Darryn Lyons, the Planners Guide showcases the region’s many outstanding venues, accommodation and

only in Geelong experiences.

“Geelong is the perfect setting for major business events, a beautiful north-facing bay, closeness to Melbourne and some of the world’s best beaches right on our doorstep,” says Lyons.

Geelong is undergoing somewhat of a cultural renaissance, which the community embracing a range of new experiences, venues and events.

One such new offering is the $45.5 million Geelong Library & Heritage Centre

24 Convention & Incentive Marketing, February 2016 www.cimmagazine.com

which opened in November last year. A truly community focused building, this spectacular addition to the city's cultural landscape is somewhat of a multi-purpose facility featuring state-of-the-art facilities and a number of event spaces alongside an archive collection, café and of course a library. With access to both indoor meeting rooms and aesthetically inspired outdoor decks, it should definitely be on the radar for event organisers looking for somewhere that is both a showstopper in terms of looks and surprisingly good value for money. The

Event calendar Pako Festa (February 27) – This free, annual community arts festival incorporates an extravagant street parade featuring around 90 floats and hundreds of performers representing ethnic communities and other community groups and organisations.

Geelong After Dark (May 6) – This annual event takes over the Geelong CBD's streets and laneways after dark, with a jam-packed program of exciting, unique and surprising art installations and pop up performances.

Mountain to Mouth (May 6-7) – The Australian Events Award-winning event is a two day journey of discovery that will see participants walk from the You Yangs mountain range, crossing Geelong's industrial heartland at nightfall and arriving into the city centre to collide with Geelong After Dark. The next day, walkers will follow the Bellarine Rail Trail to Queenscliff and Point Lonsdale before following the sea to the river mouth at Barwon Heads at sunset.

Geelong Revival Motoring Festival (November 17, 24-25) – A rev-head mecca, enthusiasts descend on Geelong’s waterfront to celebrate all things automotive. Everything from vintage cars through to muscle cars and motorcycles. Sprints laps, demonstrations, stunt riding and more are all on display.

Opposite page from left: Baveras Brasserie; aerial view of Geelong and Corio Bay; the new Geelong Library and Heritage Centre.

building’s futuristic exterior is matched by equally state-of-the-art features inside, with high-end digital technology including a 3D printer, Oculus Rift virtual reality, digital way-finding kiosks, smart tables, gaming machines and a green screen. It’s also Geelong’s first 5 star-energy building.

Just over the road is the Geelong Performing Arts Centre (GPAC), another multi-purpose venue that along with hosting a large number of performing arts events is also available for organisers.

GPAC features a 1422-seat concert auditorium in addition to numerous event spaces including its open plan foyer (up to 800) and smaller theatres and studies.

Another large-scale venue is the Geelong Football Club, which can currently cater up to 320 theatre-style in the largest of its dedicated events rooms. However a redevelopment due for completion in 2017 will see the venue launch new and innovative function spaces with a capacity of up to 1000 guests banquet-style.

The 138-room Mercure Geelong is the city’s largest residential conference hotel, with

its recently refurbished conference centre catering up to 400 theatre-style or 330 banquet. The conference centre also has its own entrance, giving it a stand-alone feel for delegates not staying at the hotel. Within walking distance, sister property Novotel Geelong. Situated on the waterfront, the 109-room hotel has five function rooms on a dedicated floor catering up to 230 theatre style in its largest.

The waterfront is a major part of Geelong’s charm, with the Cunningham Pier and wooden bollards running along the esplanade an iconic symbol of the city and its maritime heritage. The pier is home to Baveras Brasserie which offers exceptional menu choices the equal of any capital city, alongside both private dining options and a huge events space at the rear, The Pier Geelong, which caters up to 1000 people.

And all with floor to glass windows giving guests the best views imaginable over the city and Corio Bay. However, a region is never remembered for its event spaces alone, it is the character and experiences available that often make

events so memorable for delegates, and Geelong is increasingly developing a reputation in that area.

The region’s dining options, vineyards, breweries and cider makers are acting as a magnet for both Melburnians looking for new pastures and interstate visitors.

Jack Rabbit Vineyard, Leura Park Estate, Oakdene, Little Creatures and the Flying Brick Cider House are just some of the delights on offer on what is fast becoming a gourmet lovers must do destination.

Geelong and the Bellarine were for some time considered a gateway to the Great Ocean Road and the many attractions that beckon further west, but those days are gone. The region has stepped up to the challenge and delivered an experience that is totally stand-alone. Geelong was and still is a tight knit community and that colours the whole experience for anyone visiting for an event.

Locals are proud of their city and with good reason, it has a lot to offer, and with Avalon Airport only a 20 minute drive away you can bypass Melbourne altogether and not feel you missed out.

www.cimmagazine.com Convention & Incentive Marketing, February 2016 25

Bird’s eye view

Cool climate

There is no better way to see Geelong than from above. Geelong Helicopters offer a variety of flights taking you around the Bay or further west along the Great Ocean Road.

Situated on the Ballarine Peninsula, Leura Park Estate has firmly established itself as a renowned producer of premium cool maritime climate wines over the last 15 years. Enjoy and al fresco lunch accompanied by one of their impressive Sauvignon Blanc, Chardonnay or Pinot Gris vintages. The vineyards are also great to explore with Segway Geelong.

Wine as art Another vineyard on the Bellarine Peninsula making a name for itself is Oakdene. Sample their vintages at the cellar door, sit down at their restaurant or café, or simply wander around the property that is filled with unusual art and artifacts mirroring the eclectic tastes of the owners.

Peer to Pier Baveras Restaurant at The Pier is one of the culinary highlights in Geelong.

The views are equally matched by the exceptional menu.

Hops mad Little Creatures Brewery chose Geelong to set up a brewery away from home in Perth, won over by both the amazing building, that once housed Valley Worsted Mills, and the community spirit. Get a tour if the brewery with beer ambassador Mathew Burns, enjoy lunch at their café/restaurant or wander over to the onsite White Rabbit, its new Brewery and Barrel Hall to sample local produce along with their latest range of beers. Also has the space to handle large number across its vast site if you ask nicely.

Apples and pears Named after the local yellow tailed cockatoo, Flying Brick Cider Co. takes cider brewing to a new level. Using only fresh apples and pears, and some unusual flavour combinations such as lime and chili, these boutique ciders slip down all too easily. You’ll end up bring home one of their reusable Growler bottles. A great excuse to make a return visit.

26 Convention & Incentive Marketing, February 2016 www.cimmagazine.com

Mercure Geelong

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Geelong’s largest residential conference hotel, offering 138 spacious accommodation rooms, has recently undergone a full refurbishment of its Function Centre; greatly enhancing both the interior and exterior of the venue to deliver a revitalised stylish event space for small intimate cocktail parties to large trade displays.

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EVENT REPORT

Starting fresh One of P&O Cruises’ newest ships, Pacific Eden, welcomed guests on board a three day Comedy Cruise that showcased its diverse culinary offerings, decorative meeting spaces and of course, its ability to entertain, writes Anastasia Prikhodko.

Coined as the “game changer” in the cruising sphere, Pacific Eden is part of P&O Cruises’ new direction to attract a wider variety of Australian cruisers.

The Comedy Cruise saw passengers enjoy a number of on board activities that run from 7am to midnight. The entertainment included comedy workshops, bingo, trivia, tennis and basketball, along with live music at the Blue Room and the Casino for those who were feeling lucky.

With 15 dining options on board,

the decision of where to eat was a hard one. The culinary offerings ranged from private dining at the Chefs Table, where a group of 14 can enjoy a seven course degustation meal, through to a more casual approach at the Pantry, an international food market that offers eight food outlets including Mexican and Indian.

Waterfront is the ships largest restaurant, and is open for breakfast, lunch and dinner.

Celebrating the first night of the cruise guests enjoyed

dinner at the pan Asian Dragon Lady Restaurant that serves a selection of Asian dishes with spanning influences from China, Thailand, India, Vietnam and Japan.

Images of Sophia Loren line the walls of Angelo’s, an Italian restaurant specialising in old school favourites of Tuscan bean and vegetable soup, Sicilian-style roasted Fremantle sardine fillets and penne pasta puttanesca.

On the last night of the cruise, guests dined at Salt grill by

28 Convention & Incentive Marketing, February 2016 www.cimmagazine.com

Luke Mangan, where everyone was so spoilt for choice that ordering most things off the menu and sharing was a must.

The winning dishes of the night were the crab omelette with miso broth, kingfish sashimi and liquorice parfait.

Apart from the multiple dining options, P&O’s meeting spaces are also gaining traction, with Eden’s conference facilities ideal for groups of up to 200 people.

“We had 27 conferences in 2014, 45 in 2015 and currently have

Pacific Eden restaurants Asian Dragon Lady Restaurant and Angelo’s.

62 already booked for 2016,” says Peta Torkington, P&O conferences corporate group sales manager. “We are seeing a substantial growth in demand year on year.”

to build their incentive market.

“I think more incentive organisers are coming to realise that a cruise offers a real point of difference, taking guests to iconic sporting events such as the Australian Open, State of Origin and Melbourne Cup as

Torkington also says that the focus for this year is to continue

well as places they wouldn’t normally visit and which are often hard to access, such as Papa New Guinea.”

The ship caters to 1500 passengers and contains 630 rooms in total.

Apart from the wining and

dining, the guests enjoyed watching a number of standup comedy acts, along with P&O’s infamous Bianco, white party and the glamorous 1920s themed Gatsby night with both situated on the top deck of the ship.

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www.cimmagazine.com Convention & Incentive Marketing, February 2016 29

FOOD AND BEVERAGE

Right: The winners across the four categories in the Hilton F&B Masters.

A new wave of service Behind a successful hotel is a strong food and beverage sector, and behind that is a well-trained team. With the food and beverage sector continuing to gain traction, more emphasis is being put on ensuring the staff receive the best training and the best opportunities, writes Anastasia Prikhodko.

With Hilton’s 97 years of presence in the hospitality sector, food and beverage has become an integral part of the global chain’s DNA. Markus Schueller, vice president of food and beverage operations at Hilton Worldwide, says that a large number of guests who choose to dine at the restaurants are people who live and work near a Hilton hotel.

“Hilton restaurants are destinations in their own right and provide a perfect platform for our team members to shine and showcase their passion and talent,” Schueller says.

With this in mind, Hilton organises a food and beverage competition for employees across the Hilton properties in Australasia.

“The Food and Beverage (F&B) Masters discovers, recognises and celebrates the talent and contribution of team members,” says Paul Hutton, vice president operations Australasia.

Comprised of four disciplines – bar, culinary, barista and wine – the competition enables employees to demonstrate their skills, creativity and gastronomic heritage from the cities they represent.

Aaron Davis, chef at Doubletree by Hilton Darwin, has been in the industry for 10 years and with Hilton for about eight months. He decided to enter the competition for the opportunity to grow within the company, and to show the skillset and creativity that is produced in Darwin and the Northern Territory.

Gaining a broader outlook on produce, presentation and cooking methods, Davis says that “quick thinking” is another skill that he will be taking back to Darwin.

Hueman Lam, executive chef at Hilton Brisbane and a judge for the Culinary Cup, says that the competition gives Hilton a chance to “find that diamond in the rough”.

“The competition works as an open forum for employees to become themselves instead of just cooking to someone else’s menu,” she says.

Evidently, food is a key driver to bringing in hotel guests, along with repeat customers.

Chief operating officer of AccorHotels, Simon McGrath, says that today’s consumer is savvier than ever when it comes to food and beverage, therefore, the offerings have to be “new and exciting”.

30 Convention & Incentive Marketing, February 2016 www.cimmagazine.com

“Driven by countless cooking shows, the celebrity status of chef’s and an obsession with sharing on social media, especially amongst millennials, the desire for unique food and beverage experiences has never been greater,” he says.

Recognising this importance, AccorHotels have ensured that new staff go through an in-house customer service program, which has recently been updated to incorporate a stronger focus on the food and beverage sector.

“Front line staff, for example, are trained in how to talk to hotel guests about the restaurant menu by recommending dishes, going beyond simply handing them a menu and directing them to the restaurant,” he says.

Further investment that has gone into the development program, is due to the challenge of retaining and attracting top talent.

“For the first time, AccorHotels will reward eight food and beverage professionals with the opportunity to conduct further training at the globally recognised Cornell University School of Hotel Administration’s Executive Development Program,” he says.

Another challenge, McGrath explains, is

that of changing customers’ perception of hotel restaurants.

“There is a misconception that hotel restaurants are often sterile and expensive with only fine dining options, offering little value for money,” he says.

To steer away from that, the Novotel Sydney on Darling Harbour opened The Ternary, an open-theatre style kitchen featuring three distinct but integrated dining offerings – the Grill Kitchen, the Asian Kitchen and the Wine Bar.

to plate philosophy, as animals are cultivated and supplied by Saskia Beer Farm Produce for base products such as ham, bacon, sausages and charcuterie.

Beer will also be providing training for the Novotel chefs on how to make special sauces, prepare vegetable and salad accompaniments.

Another collaboration is with chef Justin North, who is the culinary ambassador for the Pullman brand.

Celebrating its first year this February, The Ternary’s executive chef, Anthony Flowers and his team have reinstated the theatre of food preparation by inviting guests to share in the spectacle and sensory experience of their food.

North oversees the culinary direction of Pullman throughout Australia, working with the network’s chefs to source ingredients from local artisans and food producers, while also assisting with the training, development and mentoring of food and beverage staff.

“Australian hotel restaurants have really started to shake things up – becoming more unique to attract consumers,” McGrath says.

“He also provides strategic direction to the hotel’s restaurant, helping them to establish a sense of regional distinctiveness.”

The hotel industry has also started to focus more on the destination, as people seek food and beverage experiences that give them a real sense of locality and place.

Hotel Jen Brisbane, part of the Shangri-La Hotels & Resorts opened their in-house restaurant, Nest to contribute towards Brisbane’s reputation as a destination of high-quality food.

“We’ve just announced a partnership between Novotel Barossa Valley Resort and Saskia Beer – local artisan food producer, cook and food educator,” McGrath says.

The partnership will help evolve the paddock

“Food talks and our food not only tells Hotel Jen’s story, but it paints a picture of Brisbane as a travel destination,” says general manager Claire Huang.

“F&B offers convenience to our guests. It is so important that we treat travellers to the simple pleasures which make hotels great – things like good coffee, a nice place to socialise and have a cocktail and well-priced, healthy food can really make or break a guest’s hotel experience.”

The training of staff is also important because, “a reputation can be destroyed in seconds if you don’t have innovative staff”.

“For example last year we launched high tea at Nest and in preparation we sent one of our young F&B team members to Sri Lanka to learn about tea from masters in the trade.”

With growth of the foodie scene, the need to stay on trend has become even more so important.

“If we were to lose sight of the market it would be costly,” says Huang.

“When we first launched Nest, we were aware there was a bit of a stigma surrounding hotel restaurants in Brisbane.

“Locals and visitors alike often felt in-house restaurants were over-priced and had uninspired menu. It has been a challenge but we have worked hard to establish Nest as a precinct unto its own, helping establish the restaurant as a compelling dining option for in-house guests and locals.”

Need Inspiration?

Call us today – 02 9714 7133 businessevents@sydneyolympicpark.com.au sydneyolympicpark.com.au/businessevents www.cimmagazine.com Convention & Incentive Marketing, February 2016 31

Q&A

Peer to peer As director of events agency EMG, Peter Jack is a proud advocate of all that Melbourne has to offer. He talks with CIM about bringing Melbourne to life for this year’s Asia-Pacific Incentives & Meetings Expo (AIME) Welcome Event.

Q: You were on the AIME advisory board – did you advocate for the Welcome Event to be brought back and if so why?

If ticket holders to the Welcome Event are able to have a great time in celebrating what Melbourne has to offer, our job is done!

A: We wanted to kick off AIME 2016 with a celebration to remember and create a buzz leading into the event.

Q: Melbourne is such a great city for events – how did you set about choosing the themes for the Welcome Function?

The AIME Welcome Event is a celebration of our industry, who we are, what we do and how we do it. It’s also one of the industries only excuses to catch up on the year, kick back and have a good time!

A: We’re showcasing “One Year in Melbourne in One Night” by celebrating the unique arts, food, culture and events the region is renowned for.

Q: What’s the pressure like knowing you’re organising a showcase event for your peers?

A: It’s important for me that the industry enjoys the event as much as we have had organising it. We’ve done our job right if we bring innovative ideas and technology to life for the events industry.

At the end of the day, the success of any event comes down to engagement and amount of enjoyment the audience receives.

We were looking for ways to showcase what an amazing city Melbourne is and to celebrate the iconic events, food and culture of the Victorian region. Melbourne is renowned for its beautiful beaches, the arts, the multicultural community and incredible food and produce, so it was about bringing those sensory elements to life through clever storytelling throughout the evening.

Q: In a highly competitive global market, how important is it for cities such as

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Melbourne to keep upping the ante for their events calendar?

A: Every city on the planet has the fundamentals to stage an event. What makes Melbourne different is that we have incredible produce and food, a multicultural community, world-class events and iconic sights and attractions.

Melbourne is a world-class destination.

Victoria has some of the best infrastructure in the world to support creativity. It’s about leveraging our position on the globe as a safe, cost effective place to hold an event, some of the friendliest people on the planet.

Q: What are some of your favourite events in Melbourne and Victoria?

A: I love spring racing carnival because of the variety of people, fashion and energy.

In a highly competitive global market, Melburnians have a “can do” attitude. If you want it, our attitude is always “we can create it”. I love that about Melbourne.

CAREER PATHWAYS

Pathway to a career Since it launched in 2010, Event Workforce has placed 10,000 young professionals at events throughout Australia. CIM spoke with co-founder Shannan Gove about the benefits to both large event organisers and the temporary staff that help them deliver such successful events.

Shannan Gove and Bennett Merriman (pictured left and right) started Event Workforce while studying at university to bridge the gap between motivated tertiary students and the Australian events industry crying out for staff. Together they noticed how many students were graduating from uni without the required skills, networks and experience to gain full time employment, while on the flip side numerous large scale events were struggling to fill their rosters – often relying on friends of friends and others just there to earn some cash on the side.

Event Workforce have staffed over 600 events throughout 2015, and to date have now placed over 10,000 young Australians into meaningful experience in the sports, events and entertainment industry and 50 staff into full time work.

“A key motivator for starting the business was driven from working in events and noticing that majority of the casual staff were there just to earn extra dollars on the side compared to really wanting to work for the experience to develop skills and build networks,” says Gove.

central platform for our staff to register their details, apply for events, be restored, track involvements and also track feedback for staff nationally,” he says.

“At each event, our staff are evaluated by their team leader based on punctuality, initiative, task completion and presentation. The ratings and comments from their team leader are noted on the staff portal, giving our national staffing manager an idea on what events they are most suited to.”

sporting events such as Tough Mudder, The Color Run and Ironman, the two set up Event Workforce with the majority of its staff based in Melbourne studying the same course they completed (Commerce Sports Management).

“Our first year would have had 100 casual staff on our books and this year we are now over 13,000 students and graduates from each state of Australia,” Gove says.

“Our first event was The Melbourne Marathon, which we still place staff for to this day.”

“There was just such a missing gap there with so many motivated students and graduates crying out for experience when roles were going to those who were working to save to go on their next holiday.”

Over the past three years, the company has developed its own workforce management software called Rosterfy, which is now also being used by Tough Mudder globally to manage over 100,000 volunteers.

With combined experience at a number of

“We developed this because we needed a

The company has also recently launched its “Workforcer Pathway” program, to assist staff go from placement at Event Workforce to full time work.

The Workforcer Pathway outlines the five steps to take from registering as a Workforcer, through to becoming a Dreamteam member and finally a Workforce Leader, which brings greater responsibility at events, workplace opportunities and shortlisted for full time industry placements.

“Event Workforce exists to empower and inspire Generation Y through relevant event work opportunities,” says Gove.

“Our workforce want to contribute towards successful projects and events, to impress clients, to gain skills and experience, and advance their own careers.”

www.cimmagazine.com Convention & Incentive Marketing, February 2016 33

VENUE UPDATE

Rooms with a view Mercure Queenstown Resort has completed the $2.2 million refurbishment of its Lake View rooms and public areas. In addition to the rooms refresh, Mercure Queenstown’s lobby has new furniture, carpets and bespoke lighting.

News in brief New build for New Plymouth New Zealand's latest new-build internationally branded hotel Novotel New Plymouth Hobson has opened its doors. The $22 million 85-room hotel includes two meetings rooms which can open up to cater for up to 250 people or be closed off for intimate boardroom events for 10 people.

Ramada Plaza Noumea’s name change Ramada Plaza Noumea in New Caledonia has celebrated its 10th anniversary with a major refurbishment and renewal. As part of the freshen-up, the hotel has changed its name to Ramada Hotel and Suites Noumea.

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Peppers opens in Melbourne Docklands Peppers Docklands has recently opened its doors in Melbourne’s CBD, part of the $100 million M Docklands project. The hotel features 87 rooms, MOMAMI restaurant and bar, pool, gym, 24-hour reception and concierge.

Starwood Luxury for Tokyo Starwood Hotels & Resorts will open a new hotel under The Luxury Collection Hotels & Resorts brand in Tokyo in July 2016. The Prince Gallery Tokyo Kioicho will be located in the heart of Tokyo’s Kioicho neighborhood, marking The Luxury Collection’s second property in Japan, following the opening of Suiran in Kyoto in April 2015. The 250-room hotel will offer more than 272sqm function and meeting space, a large indoor pool, fitness center, spa, business center and club lounge.

Jupiters Gold Coast’s new Garden Kitchen & Bar Jupiters Gold Coast has opened the doors to its new restaurant Garden Kitchen & Bar, the third venue to open as part of the property’s $345 million transformation. The Garden Kitchen & Bar’s fit-out features a dining and bar area bathed in natural light, an open kitchen equipped with Chef's Rotisserie, and a spacious outdoor deck overlooking the property’s tropical gardens.

It has a seating capacity of more than 350.

QT Bondi opens for summer The QT Bondi has opened in the Sydney beach suburb with the usual touches expected from designer Nic Graham. Nestled on the edge of Bondi Beach, QT Bondi is part of the Bondi Pacific complex, offering 69 designer studios and apartments, complimentary wi-fi and movies, 24-hour reception and concierge desk.

Next Jen for Singapore Hotel Jen Tanglin Singapore is celebrating its official reopening following a $45 million makeover to transition from Traders Hotel Singapore. The newly renovated 565-room property pioneers innovations in design and product to offer greater flexibility to blend the boundaries between business and leisure.

Spicers new Guest Spicers Retreats has expanded its portfolio with the recent acquisition of Peppers Guest House, in the Hunter Valley, NSW. The property, which is now the largest in the Spicers Retreats portfolio, has opened as The Guest House.

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PROFILE

Putting people first Well trained staff are a key pillar of the success of O'Reilly's Rainforest Retreat, with director people and culture Genevieve O'Reilly committed to internal training aimed at empowering the team.

the education process and how that can work well when coupled with workplace experience.

A good education and solid on the job training can position employees well for their future.”

As director people and culture at Queensland’s O'Reilly's Rainforest Retreat and sister property Canungra Valley Vineyards, leadership and customer service training is key to maintaining customer satisfaction for Genevieve O'Reilly.

The property attracts a number of applicants on a 457 visas and some on 187 visas, which are part of the rural migration scheme.

Two and a half years ago they launched the O’Reilly’s Academy, an internal training program aimed at empowering the team to deliver on O’Reilly’s customer promise.

External programs including commercial cookery and hospitality traineeships are complemented by the international internship program which provides hospitality students from Europe the opportunity to work and live in a world heritage listed rainforest retreat.

“Initially this served as a retention strategy as younger generations value professional development highly,” she says. “This line of thought has proved successful at both the frontline and managerial levels. In addition, it has helped existing talent perform even better by raising our delivery standards and strengthening our managerial capabilities.

As well as focusing on our existing staff, the Academy is attracting new talent through our apprenticeship programs, and international internship programs.

The latter is a growing market for us as we can offer international students a truly

“Being remote is truly an advantage in attracting top international talent wanting to immigrate to Australia,” she says.

“These employees greatly assist in filling job vacancies for more senior positions which can be a challenge being remote.

Australian cultural experience as well as extensive on the job training.”

The two properties combined are the Scenic Rim's largest employer, with O’Reilly using her 12 years of higher education and human resource experience to deliver leadership training and customer service training programs on a regular basis.

“Having academic experience has had a tremendous influence on the work I do,” she says. “It has made me familiar with

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“We are fortunate in that we have built a solid reputation as a desirable place to work with many candidates applying directly through our website. We have three apprentices on staff currently and they play a very important role in our kitchens.”

Attracting the right people is one piece of the jigsaw. Keeping them is another.

“It all starts with recruiting the right people and setting them up for success by providing quality training and support,” she says. “Generally speaking if staff see you as supporting them to do their best then that is what they will give you.

Loyalty and commitment is key.”

MEETING PEOPLE

Brisbane Marketing has appointed Brett Fraser as its new chief operating officer.

He has previously worked for The Office of Economic Development for the City of Brisbane and Brisbane Marketing for almost 10 years until the early 2000s.

Kai Chan (pictured), currently general manager, Southeast Asia for Carlson Wagonlit Travel, has been appointed president, Asia Pacific, based in Singapore. She replaces Kelly Kuhn, who will take the role of president, Europe, Middle East and Africa and Global Partners Network, based in London.

Graeme Rutherford is the new general manager for Fraser Suites Perth. He brings more than 20 years of operational experience, and most recently holding GM positions within the Rydges Hotel Group.

AccorHotels has made a number of general manager appointments.

Richard Holt (pictured) is the new GM at Novotel Sydney Darling Harbour. Simon Glover is new GM at Mercure Newcastle.

Thomas Klotz has been appointed GM at Novotel Newcastle. Simon Wells is GM at Ibis Newcastle.

Visit Sunshine Coast has appointed Rachel Meyer as international and domestic trade manager.

With a strong background in Japanese inbound tourism she has also worked with Virgin Blue, Tourism NSW and Peppers Retreats & Resorts.

The Walshe Group has appointed Ola Kay (pictured) to the role of country manager for Abu Dhabi Tourism & Culture Authority and Jamie Bunn to the role of travel trade and MICE executive. Both were previously at Insight Vacations.

Capri by Fraser Brisbane has appointed Stefan Fuchs as director of sales and marketing. He has previously worked across the Saville, Mantra and Stamford hotel groups in Brisbane and Canberra.

Staging Connection has appointed Spencer Hendricks as director of client engagement, leading the NSW sales team forming part of the regional management structure. He brings with him more than 25 years of hotel sales and operations experience.

Wyndham Vacation Resorts Asia Pacific has appointed Damien Larkin as the new resort manager of Ramada Resort Phillip Island. His most recent role was at Ramada Resort Golden Beach in Queensland.

MCEC has appointed Neil Mather as senior manager food and beverage; Grant Padula as senior manager operations; Elissa Duke as planning manager; and Samantha Kent as business development manager.

Mantra Group has appointed Andrew Turner to the newly created position of vice president acquisitions, Asia. Based at Mantra Group’s new regional office in Singapore, from late February, Turner will drive the Group’s expansion into new Asian markets.

Malcolm Hazelton has joined Hamilton Gardens as the new business development manager. He brings to the role more than 20 year’s senior management experience in hotels, ICT functions and project management.

Rydges Hotels and Resorts has appointed Scott Levey to the role of rooms division manager at the new Rydges Fortitude Valley and Isaac Zietek as food and beverage manager.

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PCO ASSOCIATION

Recruiting the right people Optimising your offshore talent: Aimee Englemann offers five tips to get you started when it comes to getting the best from offshore staff.

In my article late last year I explored the many benefits of hiring offshore staff from the Philippines, for your business. The country’s excellent standard of Englishspeaking talent, in combination with time zone compatibility and cutting edge cloud technology means you can now confidently outsource many of your office tasks.

Let’s imagine that over the festive break you’ve gone off and done your own research, and you’ve discovered that hiring staff from the Philippines will certainly save you precious time and money, and give you the opportunity to actually grow your business. You’ve come to the conclusion that the Philippines does indeed provide the world’s best value resourcing. You’ve settled on a decision – you will hire an offshore professional.

Now that you’ve reached this point you need to give thought to recruitment, and consider how you’ll manage the orientation of your new employee. It is important at this stage to make yourself aware of the potential problems and pitfalls that can undermine this transition and ultimately threaten the success of your offshore endeavour. Here are five pointers to guide you through the outsourcing process, and help you build a long-lasting relationship

with your Filipino staff.

Don’t seek the superhero. You’ll be disappointed if you think a person can be a graphic designer, plus help with your social media posting, and also be your admin assistant. You have to apply the same logic to your offshore staff as you do to your Australian staff. People have set areas they are strong in, so as always, work to staff strengths.

It must be true, it’s in the resume. Right?

Wrong. This is very important, especially when working with unknown suppliers.

You need to have a healthy distrust, and look to prove that a person has the claimed skillset. You can do this by setting up a skills test or sample project that potential staff can complete before you engage.

Yes = ? There are cultural considerations when working offshore, and in particular it’s crucial to understand that “Yes” can be an “I’m not sure, I need more clarity.”

When setting and discussing a task, questions become very important. You need to move away from closed questions like “Do you understand the task?”, and instead replace with “Tell me how you are going to approach the task?” Ask for regular check-ins and milestones, and correct and guide staff along the way.

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Feedback required. This is a common issue I see in the early days of working together – there’s not enough feedback. Some of this is quite simply a challenge of a remote workforce, so it’s important to remain mindful of the role quality feedback plays in keeping things on track.

The time poor entrepreneur. This is also something to be aware of if you are juggling lots of different tasks as a leader – time needs to be allocated to your offshore staff.

The great thing about offshoring is that once you’ve taken the time to train your staff you’ll experience incredible leverage. I apply a basic 1.5 rule for training – it takes 1.5 times the effort and time to train someone offshore than in your business.

If you keep these suggestions in mind when venturing into the brave new world of outsourcing, you’ll be every chance of providing a seamless transition for your business and your new Filipino staff. If these early stages of the process are given the time and attention they need, you’ll also be setting up your offshore operation for some very profitable, long-term success.

Aimee Englemann is the CEO and Founder of Beepo, an Australian owned offshoring firm in the Philippines.

Shifting paradigm Following the success of the PCO Associations webinar program in the past few years, research is now underway to evaluate the ongoing impact on attendees and the drivers behind requests for some of the more innovative topic themes.

This year the Webinar Series will be expanded to include a diverse range of topics, from basic business management to futuristic concepts and innovation.

Warrick Merry has also been appointed to conduct a series of in-depth interviews with meetings industry leaders here and overseas, and these will be broadcast on the Association’s YouTube channel throughout the year.

Program director Peta Moore will use these activities as a content development platform for the annual conference in Brisbane this December.

PCO Councillor Peter Sugg has been meeting with external consultants.

“Research indicates that the future direction of the Association will revolve around online delivery and communication to an increasingly tech savvy but time poor audience,” he says.

“At a recent briefing by a social demographer the discussion centred on the

needs and engagement strategies required to service ‘virtual members’. Digital disruption in the meeting sector is now a reality and the Association will publish a white paper on this emerging phenomenon later in the year.

“In our member and partner businesses, just about the only constant that can be predicted is change. The relationships and interdependence between venues, transport, delegates, convenors, managers, technologies, bureaus, governments and clients has never been more complex.

“Convenors are beginning to understand and question ROI and can clearly articulate the objectives of their conference. While the ‘returns’ may vary from corporate to Association events, they need to be understood by all groups in the supply chain. The nature of meeting and event design, delivery, marketing and management is in a state of transition.

“As the world constantly refocuses and

innovates, those who survive in the industry will be highly agile. We need to adopt and embrace constant change. This is now the basic response expected by our constituents who can change channels when something bores them, fast forward through the ads, move away from a website in the blink of an eye if they don’t see what they like. If YouTube takes too long to load they move on and don’t email them an attachment if it’s not compressed because they won’t wait for it to open.”

One of Britain’s biggest graduate recruiters will no longer consider degree or A-level results when assessing potential employees, while Ernst & Young has dropped its requirement for a university degree from its entry criteria for their 2016 graduate program. Therefore developing meaningful education programs that address these complexities, have broad consumer appeal and attractive delivery platforms is the challenge for the Association in this new paradigm.

PCO ASSOCIATION NEWS The meetings and events industry is heading for a golden run, starting this year, says Barry Neame, president of the Professional Conference Organisers (PCO) Association.

“The PCO conference in Adelaide late last year drew a recordmatching attendance and our association’s membership numbers are quickly heading toward the 400 mark,” he says.

He says the fall in the value of the Australian dollar is making domestic meetings managers adopt a “stay at home” approach.

“The conference showed an unsatisfied appetite from members for professional development and education.

“The dollar’s slide also has international operators looking very favourably at Australia as a destination for their events,” he says.

“All training workshops were booked out, we had 60 or so people at each session.”

“There is no reason to think that the dollar is going to enjoy any sudden resurgence in strength so the outlook for our industry appears positive, not just for the short term but quite possibly for three or four years.”

The PCO Association will this year step up its efforts to embolden the skills of its members.

Neame says there is an air of confidence within the Australian meetings and events industry that has not been seen for some time.

“In 2015 we were drawing an average of 80 participants to each webinar session.”

“Our webinar offerings will be a key part of our service to members,” he says.

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