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CONTENTS
On the cover Last month saw the eagerly awaited opening of Sea World Resort’s New Conference Centre, which looks set to become one of the Gold Coast’s iconic event venues.
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REGULARS
Darwin powers on Dunedin’s heart and stone Brisbane’s home grown heroes CIM0715.indd 1
04 Publisher’s note 06 News 08 International news
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09 New Zealand news 30 Q&A Grace Hopkins, Agent Grace Events 31 Event report The Associations Forum National Conference
32 Case study The Sydney International Boat Show 34 Venue update 36 Talking Point Andrew Hiebl, Association of Australian
Convention Bureaux
37 Meeting people 38 PCO Association
FEATURES 10 Cover story Sea World Resort Conference Centre
Like never before Malaysia Convention and Exhibition Bureau
10/08/2015 3:31 pm
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12 Innovation The disruptors are coming 14 Sydney The harbour city invests in the future 22 Internships It’s a two-way street 26 Regional Victoria
Look out for these topical news-based video stories on our website, www.cimmagazine.com, and in the CIM iPad app, to delve deeper into the issues behind the print stories.
Geelong and the Surf Coast on show www.cimmagazine.com Convention & Incentive Marketing, August 2015 3
PUBLISHER’S WORD
Digital update H
ere at CIM we have been going through some changes. As a media outlet it is important to stay on top of new developments and to ensure that you the reader can access information quickly and easily. That means being able to adapt to the new technology constantly popping up, but it also means adapting to an industry that just gets busier and busier. Finding the time to read and research and scan social media just gets harder and harder. So we have launched a new website and added more information and stories. Made it easier for people to skim through the headlines and choose what they need to read further. We have also made sure the website adjusts to whatever device you are reading them on to ensure they load quickly and are easy to navigate. That way whether you are on plane, train or bus, at your computer, on a smart phone or tablet its quick and easy to scan our website. Everything you need is on the front page, if you want to delve further you can. Now I can hear you all saying but that’s like digital 101. Yes it is, but finding a website that does all the things we want is a long process. We wanted to ensure it really functioned efficiently. We also wanted to ensure we had a home for our CIM TV channel. With video being such an important part of the media landscape now, we are cranking out fantastic destination videos, event videos and important news videos. Now we are working hard on filling the website everyday with new content to keep you all up to date.
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 ACCOUNT MANAGER Peyton Hinson DESIGN/PRODUCTION MANAGER Bin Zhou PRODUCTION CO-ORDINATOR Anne Esteban SALES & DIGITAL CO-ORDINATOR Grissel Ritchie ADMINISTRATION ASSISTANT Kate Wilcox
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THIS MONTH’S TOP STORY Halfway through the transition period towards a major international convention centre, Sydney is already reaping the benefits of a wave of new developments that stretch far beyond the CBD. See the full story on page 14.
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Opinions expressed by the contributors in this magazine are not the opinion of CIM. Letters to the editor are subject to editing.
Nielsen Media Research July 2004 Readership 57,936 monthly Exclusive official publication for the PCO Association
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MEETINGS & EVENTS
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Connect with our Australian Hotels Pan Pacific Perth | PARKROYAL Darling Harbour, Sydney | PARKROYAL Parramatta PARKROYAL Melbourne Airport Terms and Conditions: Authorised under NSW PN LTPS/15/02908, VIC PN 15/818, ACT PN TP 15/05538. 1. Event must be held at one of the four Australian properties and held prior to the 11/11/2015. 2. Entrants must be over 18 years and have a valid email address. 3. One entry per person. 4. Winner will be drawn on the 4/12/2015 and be advised by email, mail or telephone. 5. Accommodation package valid at PARKROYAL on Pickering only. 6. Accommodation package is for a 5 night stay in a standard room and includes two business class flights with Singapore Airlines. 7. Accommodation is subject to availability and excludes special events and blackout period. 8. By entering this competition you consent to further contact from Pan Pacific Hotels Group via newsletters or mail. 9. Event value must be over AUD5,000.
INDUSTRY NEWS NEWS BRIEFS Jupiters partners with Comm Games Jupiters Hotel & Casino has become the first Official Partner of the Gold Coast 2018 Commonwealth Games. The Gold Coast resort will open a new six-star, 17-storey allsuite hotel tower – part of an overall $345 million redevelopment – in the countdown to the Commonwealth Games.
TAA announces new board A new high-level board has been announced for peak accommodation body Tourism Accommodation Australia. Chair Martin Ferguson said that the board represented a mix of the sector’s most prominent Australian and international hotel owners, investors, operators and industry representatives.
Wind in the sails for boat show This year’s Sydney International Boat Show saw an increase in both attendance and sales compared to last year. Held at the Sydney Exhibition Centre @ Glebe Island, the show saw a 4.3 per cent increase in attendance from last year (see more on page 32).
$5.5m boost for Queensland tourism and events Queensland’s Regional Tourism Organisations will invest almost $5.5 million in 17 projects to promote the state’s iconic tourism destinations. Minister for Tourism and Major Events Kate Jones said the annual Contestable Grants Funding Scheme, administered by Tourism and Events Queensland, would support the state’s Regional Tourism Organisations (RTO) in leveraging local opportunities. “The successful applications focus on marketing, experience development, industry and community collaboration, as
well as achieving value-for-money through contributions from regional partners,” she said. “The Palaszczuk Government will invest more than $2.8 million in contestable grant funding through this year’s program, which will be complemented by an almost $2.7 million commitment from regional partners. “Examples of projects include a Gold Coast marketing campaign to increase visitation from key interstate markets such as Sydney and a retail activation in Tokyo to promote travel to Cairns and the Great Barrier Reef.”
Big data comes to Sydney Hilton Sydney this month hosted the 21st ACM Knowledge Discovery and Data Mining conference, marking the first time the event has been held in Australia. The event was co-located with the Big Data Summit.
John Harnden appointed Australian Grand Prix chairman John Harnden has replaced Ron Walker as chairman of the Australian Grand Prix Corporation board. Walker is to retire after 23 years in the role. Harnden most recently served as chief executive of the ICC Cricket World Cup.
NSW looks to lure Kiwis Destination NSW has entered into a new two-year strategic partnership with Air New Zealand. Destination NSW CEO Sandra Chipchase said the new agreement cements the strong relationship that already exists and will result in more visitors to the state’s major events. “The close proximity of our countries means Sydney and Regional NSW are fantastic short break destinations where New Zealanders can come to enjoy our spectacular scenery, food and wine and many of the best major events in Australia,” she said. “In the past month alone we have welcomed visitors from New Zealand who have come to see major events such as the Bledisloe Cup and 2015 Netball World Cup.
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“We also have a packed Spring and Summer Calendar to look forward to that includes the Sydney Running Festival, NRL Grand Final, Australian Open of Golf, Matilda The Musical, Rugby Sevens, AUS-X Open Supercross and V8 Supercars Sydney 500.”
Merger creates new Visit Victoria Tourism Victoria and the Victorian Major Events Company have been merged to create Visit Victoria, a single body bringing tourism and major events under one roof. Visit Victoria will include a new conventions division aimed at making Victoria a leading destination for business events and conventions. Sir Rod Eddington will lead the establishment of Visit Victoria as interim chair, with the new body set to be fully operational in 2016. A Ministerial Advisory Committee will also work closely with industry experts in fields such as international education, arts and culture, and sport to develop an action plan to attract investment and visitors to Victoria. Minister for Tourism and Major Events John Eren described the shake-up as “a
game changer”. “This world-leading entity will fundamentally reshape the way we work with industry experts to market Victoria nationally and internationally to keep our State strong,” he said. The news was welcomed by the Victoria Tourism Industry Council (VTIC). “However, we await implementation of domestic and international marketing activities, the funding for which has been pledged by the government for the upcoming months, that are currently on-hold,” said VTIC chief executive Dianne Smith. “These important programs must proceed whilst Visit Victoria is becoming operational. Industry needs assurance that the funding for activities to drive visitation throughout Victoria will be available as a priority.”
Adelaide capitalising on opportunities
The Adelaide Convention Bureau has won the rights for Adelaide to host 119 national and international conferences valued at $150.6 million, with the international events won in the past 12 months set to bring in a record number of overseas delegates to Adelaide. Meanwhile, in the past 12 months to June 30, the Bureau reported that 202 events were held in Adelaide from previous successful tenders. “We’ve had the world’s top engineering, scientific, medical and business experts in Adelaide in recent times – the prospects they bring to our local industry within
their genre is priceless” said Damien Kitto, Adelaide Convention Bureau CEO. “The opportunities for Adelaide right now are exciting. The Bureau’s strategy over past years has been to promote and build upon the development happening in the city and with a number of projects now complete, it’s paid off. We know from attendance at national and international trade events there is immense interest in what is happening in Adelaide – we’re the ‘flavour of the month’ so to speak. The time is now for South Australia to seize the moment and capitalise on every aspect of the business and take advantage of the interest in and prospects available.”
MCEC rewarded for innovation Melbourne Convention and Exhibition Centre (MCEC) is Australia’s first convention and exhibition centre to be named in the 2015 BRW Most Innovative Companies List. “We wanted to benchmark ourselves outside the business events industry, so to be ranked 33 out of more than 500 of Australia’s most innovative companies is an outstanding result,” said Peter King, MCEC’s chief executive. “The events industry is at the forefront of innovation and this award validates our position as leaders within the wider business community.”
Shake up for regional Victoria tourism Victorian Premier Daniel Andrews joined Minister for Regional Development Jaala Pulford and Member for Northern Victoria Jaclyn Symes at the Bridge Road Brewery in Beechworth to announce how the newly-unveiled Visit Victoria will market the state’s regions to Australia and the rest of the world. Visit Victoria, which will bring Tourism Victoria and the Victorian Major Events Company together, will have a distinct Regional Division, with its own managing director, designed to work directly with Regional Tourism Boards and operators to grow tourism in Victoria’s regions. The new entity will also be charged with growing regional Victoria’s calendar of events. The Andrews Government will also invest $3 million in a regional marketing campaign. “We’ve got the best of everything in regional Victoria and we’re going to showcase it to the world,” said Andrews.
www.cimmagazine.com Convention & Incentive Marketing, August 2015 7
INTERNATIONAL NEWS
KLCC sees bumper first half The Kuala Lumpur Convention Centre has recorded 661 events with a total 778,414 delegates and visitors and an economic impact contribution of RM264 million (AU$88 million) in the first half of this year.
“After a decade of operation, it is fitting that in our 10th anniversary year, we have hosted many prestigious governmentrelated events and we are honoured to be have been selected the venue of choice for many ASEAN ministerial meetings,” said general manager Alan Pryor (pictured).
The achievement is on the back of a record 2014 performance, when the number of events rose 11 per cent from the 2013 record to 1759.
“We are fortunate to have a loyal client base such as BookFest, HOMEDEC, PIKOM PC Fair, ARCHIDEX, Star Education Fair and Asia Oil & Gas Conference who have all made consecutive appearances and hosted every event edition with us since our opening in June 2005.”
On the calendar for the remainder of the year there are more than 25 events with an expected total turnout in excess of 420,000 people.
ibtm china celebrates
ibtm china has reported strong levels of exhibitor and buyer satisfaction following the show which took place at the China National Convention Centre Beijing on August 5-6.
Singapore’s golden jubilee Lionel Yeo, the chief executive of the Singapore Tourism Board, and his colleagues welcomed guests to a celebratory lunch of traditional Singaporean food at Shangri-La Hotel Sydney on August 12 to mark Singapore’s 50th anniversary. As part of the celebration the Shangri-La Hotel invited chef Chia Jue Xian from their sister property in Singapore to develop
Speaking at the official ibtm china press conference, Wang Yue, vice chairman of Beijing Municipal Commission of Tourism Developments, said ibtm china had matured over the last decade “offering a solid platform for Beijing’s and even China’s tourism to expand external communication, intensify collaboration, promote development and achieve a winwin result”. Cici Chen, senior project manager, ibtm china, said it had been “a great year” for the show. “We introduced our mutually matched appointment system for the first time, which was very well received,” Chen said. “This matched appointments according to both exhibitor and buyer preferences, ensuring more relevant appointments and better ROI.”
(L-R) John Conceicao, Lionel Yeo, Sharon Lam.
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a feast including classic dishes such as Singapore laksa, hokkien mee, chicken satay and Indian fish curry for Singapore Food Week (August 7-16). Since gaining independence 50 years ago, the Lion City has reinvented itself to form a new identity as a world-class city welcoming around 19 million visitors in the last year alone, up from 91,000 in its first year of independence.
NZ NEWS
New China air services boost tourism for South Island and China from December, 2015. The yearround service will add 70,000 seats into the South Island and NZ$100 million per annum to the GDP across regional South Island. Christchurch & Canterbury Tourism chief executive Tim Hunter says direct flights are likely to boost Chinese visitor arrivals by 20,000 per year. “This comes after five years of outstanding work by Christchurch Airport on the development of this key air route from North Asia,” he said. The new direct air services between China and Christchurch are a significant gamechanger for tourism in the South Island. China Southern Airlines will fly three services a week between the South Island
“The cohesive approach from all South Island regional tourism organisations and tourism operators in promoting our part of New Zealand under the South brand in China has been well rewarded.”
Auckland to host cyber security conference Auckland will play host to the PST 2016: International Conference on Privacy, Security and Trust attracting 250 of the world’s leading researchers in cyber security to the New Zealand city. Auckland Convention Bureau worked with Unitec’s computing Head of Department
Professor Hossein Sarrafzadeh to bring the three day conference to Auckland. “Auckland has a vibrant ICT sector with more than 6700 companies, employing nearly 31,000 people, and contributing $4 billion or 7 per cent of New Zealand’s GDP,” said Auckland Convention Bureau manager.
NZ visitor arrivals at a record high Tourism New Zealand has recorded the highest number of visitors from overseas in June, pushing the total annual arrivals of international visitors to just short of 3 million. Figures released today by Statistics New Zealand show total visitor arrivals for the year up 9 per cent and holiday arrivals up 10 per cent, compared with the same period last year. “These figures are brilliant news,” said Tourism New Zealand chief executive Kevin Bowler. “To head into the winter months with such strong growth is exceptional and Tourism New Zealand’s strategy to focus efforts on driving arrivals growth in the shoulder seasons will continue to consolidate this trend.” Australia, China and the US were the biggest contributors to the figures for June. “Our number one market of Australia has seen another good month with holiday arrivals up 11.9 per cent,” he added. “We are seeing the results of our winter marketing activity encouraging Australians to take a winter break in New Zealand, particularly to visit our ski slopes. “China continues to deliver strong growth, with holiday arrivals up by a significant 27 per cent. The arrival figures for the important markets of the US and Germany have again shown significant growth compared with the same month last year, with holiday arrivals for Germany up 21.3 and the US arrivals up 18 per cent.”
New team at the top for business events Top marketer, René de Monchy, has returned home to take on a key role on Tourism New Zealand’s leadership team. René recently started as the director trade, PR and major events bringing 15 years’ global experience in consumer-led businesses to the role. In conjunction with this announcement a second key appointment at Tourism New Zealand will see Lisa Gardiner join René’s team later this month in the new role of manager, international business events and premium. These two recent key appointments stand Tourism New Zealand in good stead to increase the value of international business events travellers to the New Zealand economy. René has come from a Singapore-based role
as the marketing director at Asia Pacific Breweries and has also held marketing leadership positions in Europe and New Zealand. He brings with him the vital experience of working in Tourism New Zealand’s key markets, particularly Asia. Lisa joins the team in late August following a successful role as a senior partner marketing manager for Microsoft in the United Kingdom, focused on the Skype consumer brand. Prior to that, she worked as the global digital and brand specialist for BP also in the UK. This is an exciting time for New Zealand business events and following additional Government funding received two years ago, significant in-roads into the international business events sector have
already been made. Last year saw a total of 58 international conference bids and 150 major incentive bids supported. On the back of this success the new financial year brings even larger business events targets. The team is aiming to complete a total of 60 international conference bids worth NZ$90 million and 150 international incentive bids with a value of NZ$26 million over the next 12 months. René de Monchy and Lisa Gardiner will be attending the CINZ conference in Christchurch on September 29-30 and look forward to meeting key players in the sector. Kevin Bowler is the chief executive at Tourism New Zealand.
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COVER STORY
Sea World Resort’s new multimillion dollar Conference Centre officially opened in July with a lavish launch event showcasing all the new centre has to offer including a decadent display of food options, enthralling entertainment and the latest audio-visual equipment.
A new focus Last month saw the eagerly awaited opening of Sea World Resort’s new Conference Centre, which looks set to become one of the Gold Coast’s iconic event venues.
With a host of upcoming conferences and events already booked, the newly completed 750sqm Conference Centre can tailor any event to deliver something truly unique and amazing.
“This is an exciting time for the award-winning Sea World Resort with the Conference Centre providing a new focus for the conferencing and events market on the Gold Coast and cementing the Resort facility as an all-purpose destination for delegates and guests,” she says. “The new centre allows us to do business on a much larger scale, accommodating up to 1000 delegates and coupled with the Resort’s 400 rooms and suites, reinforces Village Roadshow Theme Parks’ position as one of the premiere conferencing and events destinations on the Gold Coast.” The Conference Centre will also play host to a range of seasonal festivities including Sea World Resort’s enhanced annual Melbourne Cup event.
Featuring the latest audio-visual equipment, a Porte Cochere with vehicle access, as well as a large veranda ideal for coffee breaks, lunches and cocktail receptions, the new centre will bring Sea World Resort’s total conference space to 2000sqm.
“Delegates can discover a world of difference here at Sea World Resort and thanks to our theme park sister properties, we can facilitate amazing events such as dinner with the stars at Warner Bros. Movie World and breakfast with the dolphins at Sea World,” says Duveau-Clayton.
Caroline Duveau-Clayton, sales manager – conferences & events at Village Roadshow, says the new Conference Centre is a wonderful addition to the award-winning Sea World Resort.
“With the addition of the Conference Centre, the award-winning Sea World Resort has cemented itself as an all-purpose destination for delegates and guests.”
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INNOVATION
From left to right: Uber is at the vanguard of the sharing economy; iVvy’s chief technical officer James Greig at the launch of Marketplace; Marriott’s Meetings imagined.
From manual to auto With just about everything a click away consumers are accustomed to getting information in a hassle free and quick manner. This demand for accessibility has influenced new services that look set to change the business events industry, writes Anastasia Prikhodko. If there is one thing that unites Aussies it’s a collective embracing of anything that makes life easier. And technology is doing just that across many platforms in the business events landscape. The likes of Airbnb and Uber can be considered as the technological leaders in today’s sharing economy, with Uber already grabbing a 22 per cent slice of Australia’s electronic taxi payments pie and the country the second largest Airbnb market behind the US. Hilton is the latest newcomer on the sharing economy scene, having recently signed a partnership with Uber. The global hotel chain intends to expanded its digital features and simplify the travel experience for guests. Through the partnership, Hilton guests worldwide can set Uber ride reminders, which is an automated notification to request Uber rides to and from the hotel.
The partnership also benefit Hilton HHonors members who will be able to explore the local scene in selected US cities through a digital guide of the top trending restaurants and nightlife spots handpicked by Uber riders. Hilton’s worldwide senior director of mobile products, Rich DiStefano, says that the partnership will help travellers explore destinations like locals. Swiftly making the transition from couch surfing to global accommodation giant, Airbnb allows individuals to rent out their homes and rooms to travellers, with about 25,000 Australians using the platform to book accommodation every week. Since its venture into the corporate travel market with the development of Airbnb for Business – offering accommodation and group packages for business groups, Airbnb is looking to disrupt the corporate travel industry.
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The US$25 billion enterprise now has more rooms (40,000) in Australia than the largest hotel group, Accor (26,000). In the past 12 months their business travel program has seen a 700 per cent growth, which prompted Airbnb for Business to launch globally. However, this disruption is not seen favourably by the Tourism Association of Australia (TAA), who have made submissions to Federal and State Governments to introduce a regulation system of the commercial side of the business. The claims suggest those participating in businesses such as Airbnb are putting guests’ safety at risk, threatening jobs and contributing nothing to the Australian economy. “We are not against the sharing economy, but we are opposed to the taking economy, where unregulated commercial short-term accommodation providers take lots of money
ease of use.
markets within minutes.
This technological wave has made its way to the business events industry and is now changing how events are organised, run and executed.
Along with providing visibility, social media apps such as Pinterest and Twitter allow delegates and clients to voice their opinion as well as extend the life of the pre-event activity and post-event activity through discussions, shares and hashtags.
Event technology company iVvy has recently launched booking platform Marketplace, which allows organisers to search, compare, book and pay for function space, food and beverage menus and group accommodation in real-time. “The events industry is long overdue for a disruption,” says Lauren Hall, CEO of iVvy.
without meeting their obligations to guests, the community and the wider economy,” says Martin Ferguson, TAA chair. Despite Airbnb’s in-roads into the accommodation sector, large global hotel operators haven’t waved the white flag yet, with Starwood’s Four Points by Sheraton Darling Harbour pumping $200 million into a redevelopment that will see hundreds more rooms, as well as meeting facilities. David Fraser, general manager of the hotel, says that because of the strict regulations on Airbnb in Sydney, they have not yet felt the pinch. “It hasn’t really taken off in Sydney like it has in Europe,” says Fraser. “I think the regulations make it harder but it is something you need to be aware of and the sharing economy, it takes everybody. But again, I think we are a long way off from feeling that in terms of how much compression there is at the moment.”
“In a hyper-connected digital age, we are enabling the industry to work more collaboratively, so consumers benefit from quicker access, process efficiencies and better experiences.” However, new technology doesn’t stay new for long, with research indicating that in 2013 Apple's iOS App Store grew by 20,000 apps per month and businesses will continue to develop and launch personalised apps to stay on the radar. “Companies that have agility and the ability to reinvent rapidly, to create a value cost and a platform value and experience value for
customers will win this race,” says Hall.
“Meetings Imagined is the industry’s first visual social and collaborative website designed to change the way customers shop, buy and plan meetings,” says Chadha.
“Although a lot of the hotels groups are looking at how they could engage with Airbnb, I can speak for the Australian platform and even outside, I don’t think we have to go down that path,” he says.
“Staging Connections has changed the corporate event landscape by creating a bridge between the corporate event marketing world and the production and technical practitioners,” says Andrew MacColl, director of event technology at Staging Connections.
In an age of disruption mobile technology is becoming increasingly mission-critical to events, driven by end-user expectation and
The website includes elements that make up the structure of a meeting from the setup, to the food and drink options, technology and supplies, and experiences, along with tips on networking activities, maximising social media exposure, creating the optimal meeting environment and meeting trends. Neeraj Chadha, multi-property vice president for Marriott Australia, says that the way people work is changing, and in turn Marriott is transforming meeting experiences with engaging technology and flexible workspace to inspire collaboration.
AV and event production company Staging Connections has recently developed a function called PluggedIn to keep track of emerging trends and new ideas that event designers would want for their corporate audience.
One of those investments is a new app that allows consumers to book hotels that sit both in and outside the French giant’s brands. The Accor travel app is part of a strategy to gain extra revenue from increased traffic through their website as well as chip away at the dominance of online travel agencies such as Expedia. Accor is hoping to lift transactions generated through its mobile app from 12 per cent to 40 per cent within five years time.
“While others may focus on just meeting logistics, Marriott is reimagining the experience,” says Peggy Fang Roe, chief sales and marketing officer of Asia Pacific at Marriott International.
“The events industry is long overdue for a disruption.”
Simon McGrath, chief operating officer for Accor Pacific, says that Airbnb hasn’t affected their corporate market because the majority of the accommodation is outside the CBD area (74 per cent are out of the traditional hotel districts).
“Instead some of the investments we need to make are in digital, loyalty, customer service, growth and our network.”
Marriott International’s new website Meetings Imagined is modelled on the photogathering site Pinterest, where users gather inspirational images to spark creativity and set out the objective of their meeting. The use of incorporating a social media platform aims to attract the younger generation of event planners coming into the industry.
MacColl says that innovation and change have always been key to the company. “Looking ahead is a fundamental part of the culture that has evolved to deal with the shifting and developing requirements of event designers,” he says. MacColl also says that social media has been one of the biggest changes in the technological side of the events industry as it is now a “requirement to integrate social media tools into event programs”. With 13,200,000 active Facebook users and 1,600,000 Instagram users in Australia social media works as a global communications channel, reaching international and national
“Since the launch of Meetings Imagined we have seen an increase in site visits, including a higher percentage of returning visitors and 1000 per cent increase in visit duration.” Chadha also says that although Marriott Australia has remained unaffected by Airbnb certain aspects have had to evolve to further communicate with clients. Marriott have launched three new apps: a Meeting services app; where planners can connected in real time with hotels event staff. Mobile check in and check out and ResLink direct, allowing planners to promote their meeting or event, and group attendees can book rooms online. This rapid speed of technological innovation is undeniably beneficially and apps are no longer an add-on, but imperative to businesses. The ability to communicate at all times and eliminate problems at a quicker pace is only set to continue. Disruption causes a momentary stop and reassessment, it can change the way businesses think, act, learn and go about their day-to-day tasks. Disruption is also inevitable.
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SYDNEY
Taking shape Show stopper Bennelong has returned to the Sydney Opera House after an 18 month absence. After some stops and starts the lease was given to the Fink Group under the eye of celebrated chef Peter Gilmore. The reimagined space includes three levels – The Bar at the top for drinks, the Cured and Cultured Area with bar and open kitchen and the more formal The Restaurant on the lower level.
Halfway through the transition period towards having a major international convention centre, Sydney is already reaping the benefits of a wave of new developments that stretch far beyond the CBD, writes Sheridan Randall.
Sydney is halfway through the transition period as a city without a major international conference centre. The sky didn’t fall in and the conferences didn’t stop coming. Instead event organisers expanded their horizons to discover a whole raft of opportunity for events further afield and plenty of hotels and venues capitalised on the shift in focus to lift their offering and invest in new meeting and accommodation options. “Western Sydney – one of Australia's fastest growing and most important economic regions – plays an important role in helping to foster our city's international competitiveness and our national productivity,” says Professor Ian Jacobs, University of New South Wales president and vice-chancellor and one of the recent additions to the Business
Events Sydney (BESydney) Ambassadors program. Last year, Western Sydney hosted the 105th Rotary International Convention which attracted over 19,000 participants – more than 2000 above forecast, and the 6th International Union of Nature Conservation World Parks Congress at Sydney Olympic Park which drew double the number of delegates (more than 6000) and a record number of countries (170). BESydney CEO Lyn Lewis-Smith says that Sydney’s west provides “a plethora of exciting event spaces and new opportunities in the years ahead”. “The proposed $2 million Parramatta Square redevelopment, which aims to transform the heart of
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Parramatta into western Sydney’s Martin Place, is one of the largest urban renewals projects in Australia,” she says. “It includes the construction of five major commercial, residential and civic buildings which will border a 250m long public domain and thoroughfare in the core of the city. Parramatta, as Sydney’s second CBD, presents a fantastic offering to international organisers looking to meet outside of Sydney’s centre.” BESydney delivered 157 events in the past two calendar years (2013-14), attracting over 107,800 delegates. This includes events from the medical, technology, agriculture, environmental and science sectors. “While association events from Europe and North America
Howard welcomes new Sydney ambassadors Former Prime Minister John Howard has welcomed seven new Ambassadors to the BESydney program. Speaking at a gala dinner at the Sydney Opera House he described Sydney as “a global intellectual capital and an important driver of the Australian economy”. “Business Events Sydney and its Ambassador network are helping us grow the knowledge economy by facilitating innovation and collaboration in our most globally competitive priority sectors,” he said. The speech coincided with the announcement that Premier Mike Baird has become Patron of the
Ambassador program. “New South Wales’s success is directly linked to our people, and I am proud to lead a community that is committed to making a difference. Relationships are vital, built through political, cultural and business engagement,” Baird said. “BESydney’s Ambassador Program, of which I am proud to be its Patron, plays a vital role in fostering this connectivity. The Ambassadors are some of the world’s most inspiring individuals and together we secure international business events that provide lasting legacies for our people, our communities and our industries.”
Top: Sydney Harbour. Left: Holiday Inn Warwick Farm. Above: ICC Sydney.
have historically comprised BESydney’s core business, we are now seeing the results of our decade-long engagement in Asia,” says Lewis-Smith. “In recent years, the business from this region has doubled and events from Asia secured during 2014 accounted for more than 40 per cent of the economic impact BESydney secures for NSW. In 2014, China accounted for almost 50 per cent of the corporate incentive wins from Asia bringing in $72.9 million worth of new business.” Sydney is gearing up to host 29 business events secured by BESydney in the next seven months, which are expected to attract almost 14,600 international delegates to the city. These include the NTA Naturally Plus Japan
incentive for an estimated 2000 delegates, the Roche Diagnostics Greater China Annual Meeting with 1700 delegates, and the Suzuki Japan Annual Incentive for 1250 delegates. Sydney will also host the Nu Skin Greater China Success Trip due to take place in 2016, with the mega incentive set to bring in up to $50 million for the state and the Amway China Leadership Seminar in March 2017, bringing more than 10,000 delegates to the new International Convention Centre Sydney (ICC Sydney) which opens in late 2016. The jewel of the $3.4 billion revitalisation of Darling Harbour, ICC Sydney is off to a cracking start despite still being more than 12 months away from opening its doors. Having
locked in its executive team and poaching Melbourne Convention & Exhibition Centre’s talented executive chef Tony Panetta, ICC Sydney has already secured more than 20 major global business events including The International Association of Restructuring Insolvency Bankruptcy Professionals World Quadrennial Congress 2017; The International Bar Association Annual Conference 2017; International Chamber of Commerce World Chambers Federation World Chambers Congress in 2017; World Accountants Congress 2018 and Sibos 2018, which alone will bring 6000 delegates to Sydney and is expected to generate $50 million for the NSW economy. “ICC Sydney will change the face of the business events industry,” says Geoff Donaghy,
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www.cimmagazine.com Convention & Incentive Marketing, August 2015 15
Photo by Bin Zhou.
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Number cruncher Destination NSW’s research revealed that more than half (54 per cent) of domestic overnight cultural visitors to Sydney were from interstate and 46 per cent were from intrastate NSW. Internationally, the five strongest markets for cultural visitors travelling to Sydney are China, UK, USA, Korea and New Zealand.
chief executive of ICC Sydney and director convention centres at AEG Ogden. “In line with the changing nature of convention centres, ICC Sydney had to not only deliver on the must haves of such large international venues, plenaries, meeting rooms, halls, foyers; it had to deliver a design that also allowed for smaller and more informal meetings for people to
Above: Sydney Showground.
network or meet fortuitously. Conventions allow people to hear the latest and most innovative insights into their respective fields through plenary sessions and then they need the opportunity to meet and discuss those ideas. That’s where we see collaborative efforts blossom, which can often lead to ideas, investment and innovation.” ICC Sydney boasts a range of
world leading multi-functional, integrated facilities including four individual theatre spaces, an 8000 capacity theatre, Australia’s largest 2000 capacity grand ballroom, 35,000sqm of exhibition space, 5000sqm of open air event deck including a bar and lounge, 8000sqm of meeting room space, adjacent 600 room luxury hotel, and a public domain and outdoor event space for up to 27,000 people.
Its double-stacked configuration also allows three self-sufficient major conventions to run simultaneously, each with their own dedicated plenary, exhibition space and catering areas. A group of international guests recently received an insider’s look at ICC Sydney who were in Sydney for BESydney’s fifth International Advisory Board Forum. Joining the site tour, Rod Cameron, executive director
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Noma takeaway comes to Sydney Noma, considered one of the world’s best restaurants, will relocate to Sydney for 10 weeks from January 2016, to share the best of Australian produce as seen through the eyes of head chef René Redzepi (pictured left) and his team.
Below: Barangaroo Point Reserve.
Noma will temporarily close in Copenhagen, Denmark to open its new waterfront home at Barangaroo on Sydney Harbour, as part of a collaboration with Tourism Australia and Lendlease. “I have always been attracted to the incredible diversity you find in Australia’s landscapes and ingredients, because they are like no other place I’ve seen before,” says Redzepi. Noma Australia will be located in the Anadara building at the Barangaroo precinct and will open for lunch and dinner five days per week. Bookings for the restaurant will open later this year.
of the Joint Meetings Industry Council, says ICC Sydney has been “designed with the future of meetings in mind”. “The way people interact is changing – we’ve seen rapid evolution in recent years and technology and generational behaviour will continue to revolutionise business events,” he says. “Having just stepped off the site tour, I can honestly say,
this is a building that will be responding very effectively to those challenges. My appetite has been whet. I can’t wait to see it open next year.” Another game changer currently under construction is Barangaroo including a new sixhectare Harbour foreshore park, Barangaroo Point Reserve, which opened to the public this month. Speaking at its opening Deputy Premier and Minister for the Arts
Troy Grant said that “great cities are enhanced by public art and cultural activity”. “Barangaroo is one of the largest urban renewal projects in the country, and incorporating public art is an opportunity to respectfully acknowledge the site’s recent and ancient histories,” he said. The opening marks the return of a key part of the western Sydney Harbour foreshore for public use
for the first time in more than 100 years with key features of the reserve including a large cultural space, The Cutaway, built inside the headland that can accommodate up to 5500 people, as well as look outs, grassed areas, walkways and cycleways, a natural amphitheatre, two new Sydney Harbour coves and a 300-space underground car park. In true Sydney fashion the
Unique event experiences in a standout location
sydneyexhibitioncentre.com.au
www.cimmagazine.com Convention & Incentive Marketing, August 2015 17
Dining room with a view Luna Park Sydney has launched its spring menu under the helm of executive chef Mark Taylor. Expect fresh local produce combined with views across the harbour to die for. For those looking for an even better vantage point over which to sample the best NSW food and wine, Luna Park’s Ferris Wheel dining option is one that simply can’t be beaten.
opening day included free yoga sessions in the morning followed by an official opening at the Upper Bluff. Andrew Wilson, Lendlease managing director of Barangaroo South, says Barangaroo is a “once in a generation opportunity to build something truly special”. SMC-cim-1-2page-ad.pdf
“This investment will enhance
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the site’s public spaces to promote tourism and bring the community together,” he says. “The scale of the development and the natural beauty of the site present an opportunity for art, artists and culture on a scale unprecedented in Australia.” When Sydney Convention and 9:27 am Exhibition Centre closed down,
18/02/2015
Sydney Exhibition Centre @ Glebe Island (SEC@GI) stepped into the breach, which under the helm of general manager Malu Barrios looked to keep as many large scale exhibitions and shows in Sydney as possible until the ICC Sydney took back the reins. Now in its second year, and with many shows
18 Convention & Incentive Marketing, August 2015 www.cimmagazine.com
Above: ANZ Stadium.
repeating their success from last year, SEC@GI’s 20,000sqm of indoor space has been used to good effect. Four very diverse exhibitions will take place before early October. Trade shows International Jewellery Fair and Reed Gift Fairs Sydney September return for a second year, as does Oz
Hard hats at Four Points by Sheraton The construction of a third tower, 222 new guestrooms and upgraded conference facilities as part of Starwood’s $200 million development of Four Points by Sheraton Sydney, Darling Harbour hotel is well underway, with hard hat tours in progress for those keen to see what lies ahead. Set for completion in mid-2016 the redevelopment will see the overall number of accommodation rooms swell to 905, as well as a new bar, restaurant and lobby area, plus two pillar-less ballrooms with the largest seating up to 1100 people. The new redevelopment follows on the heels of 2013’s $30 million refurbishment of its existing rooms, dining and conference facilities. Left: The Grand Ballroom of Four Points by Sheraton Sydney, Darling Harbour.
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Comic Con, which will see more than 20,000 public visitors in all manner of costumes descend on the island across two days in late September. In early October, the Centre will welcome the biennial Pacific International Maritime Exposition. During this threeday show, at least one large
Australian naval vessel will be moored alongside Glebe Island, with pop-up VIP function space on the adjourning port land complementing the exhibition space inside the halls. Most recently SEC@GI hosted the Sydney International Boat Show which saw an increase in both attendance and sales
compared to last year (see more on page 32). Australian Technology Park in Redfern has been at the forefront of innovation in the meetings sector, or as Ruby Chronis, ATP’s director of sales and marketing, says “innovation is in our brand”. “Businesses on site are all about innovation,” she says.
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Below: The new development of Four Points by Sheraton Sydney, Darling Harbour.
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“We find the events industry landscape is changing with corporates planning their event so it’s not just the stock standard where you just register, get your tag and sit down and listen to the entertainment. It’s about the whole experience from the time you get your invitation.” Chronis says that clients are
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Ghost of Sydney’s past Q Station Manly is located at the historic site of the former Quarantine Station at North Head. Featuring accommodation and 12 meeting spaces catering from 4 to 150 people, Q Station Manly also offers teambuilding activities with a twist. Its “Outbreak” teambuilding program is probably a first, while the ghost and paranormal tours are also popular. More straight forward activities include heritage tours, swimming, kayaking and bushwalking.
moving away from the traditional conferencing set-up. “That’s all so old school,” she says. “Now they bring in couches and create a comfortable environment. We find our meeting rooms are getting more dressing as opposed to before, bringing in casual seating with the emcee seated and people getting up
and talking. At some events, particularly international ones, speakers are actually in the audience, so its more engaging and interactive. People are having access to live questions and answer time, with someone at the back end putting that on screen, it’s just becoming more interactive.” ATP recently held an event
showcase partnering with Decorative Events & Exhibitions. Held in ATP’s Exhibition Hall, Event Inception hosted 300 Sydney event planners in an immersive dining and theatrical experience. “Everyone is so collaborative and working together to make Sydney stand out and it only gets bigger and better,” says Chronis. Sustainability is another factor that is now expected as a given with most event organisers. ICC Sydney has incorporated a number of features into its design to achieve Gold Certification in the Leadership in Energy and Environmental Design (LEED) green building program. ICC Sydney will also be home to Australia’s first community funded PV array as well as reducing potable water use by 14 per cent compared to Australian standards. However, it’s not just the big players flashing their green credentials with Sydney Masonic Centre (SMC) Conference & Function Centre winning the Sydney region in the NSW Business Chamber Business Awards 2015 for “Excellence in Sustainability”. Scott Cooper, SMC’s director of sales, says sustainability is crucial to the operation of the Centre. “It’s something that our clients expect in a venue, and delivering maximum service with minimal impact on the environment is something we work towards
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every day,” says Cooper. Since its construction 35 years ago, SMC, which spans over 4000sqm with 16 function rooms and five lodge rooms across eight levels, has had a green policy outlining their business environmental sustainability goals. “As a venue, a green policy is no longer a ‘nice to have’ but rather a business essential,” Cooper says. “It’s something that clients expect in a venue and can influence their choice of venue. So not only can an audit identify ways to contain costs and conserve energy, but it can also improve a venue’s ‘sell-ability’. A sign of the seamless integration of our green policies is that often our clients don’t even notice the improvements – but when they do, they can feel great about their choice of venue.” Not that it’s resting on its green credentials, with plans in place to install individually controlled split air conditioning in the smaller rooms to continue saving energy; and using fresh produce locally from a chef’s market in the Hawkesbury region. “We are constantly proactive about raising the bar in terms of looking for ways to be more environmentally friendly,” Cooper says. “This is done, basically, by using less: less energy, less food, less paper; less wastage. It’s about making small incremental changes to create big results.” Sydney’s only major sporting, exhibition and entertainment
Olympic Park’s more than 425 hectares of landscaped parklands, with team-building programs and activities including bike riding, swimming, tennis, archery, trapeze and segways all on offer. In 2014, Sydney Olympic Park held more than 5000 events of which more than half were business attracting nearly one million business events visitors.
and with the opening of new purpose built exhibition facilities (Halls 5 and 6) in 2014, offers up to 32,000sqm of exhibition space. There is also a range of accommodation from 2.5-star to 5-star courtesy of Accor brands Pullman, Novotel, Quest and Ibis.
Sydney Olympic Park is also home to Sydney’s major sporting events, with the recent Bledisloe Cup attracting more than 16,000 domestic and international visitors, while the Netball World Cup, broke world record attendance figures and attracted more than 4000 domestic and international visitors. It has also played to host to the AFC Asian Cup, APIA International tennis, State of Origin and visits by major English Premier League football clubs Tottenham Hotspur and Chelsea.
There are also plenty of opportunities to get delegates outdoors and active across Sydney
The increasing economic pull of the city’s west has prompted increased investment, such as
Above: Sydney Masonic Centre.
precinct, Sydney Olympic Park, is celebrating its 15th anniversary this year, secure in the knowledge that it has become an indispensable part of Sydney’s major events and exhibitions landscape. Sydney Showground currently has around 22 venues including primary exhibition venues, the Dome and Exhibition Halls totalling 22,000sqm,
the re-development of Holiday Inn Warwick Farm. Situated on 3.6 hectares, of landscaped gardens, the hotel is undergoing a multimillion redevelopment, having already completed the full refurbishment of 146 of its 4.5 star rated rooms and suites, restaurant and lounge bar. It has also revamped its three function rooms with a capacity of 300 theatre style. The final stage of the redevelopment is a new Conference and Events Centre with a capacity of 1000 theatre style, which is slated to open at the end of the year. With its proximity to Liverpool, Parramatta and Campbelltown, the Holiday Inn Warwick Farm’s new Conference and Events Centre is set to capitalise on the growing demand in business events in south west Sydney from industries such as transport and healthcare. “The re-development of Holiday Inn Warwick Farm will revitalise south west Sydney and reposition it on the tourism and business events map,” says general manager Dimitri Karam.
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INTERNSHIPS
Two-way street Taking the time to show the ropes to those considering a career in the events industry is a mutually beneficial arrangement. CIM spoke with previous Australian Event Awards winners about the benefits of internships. Belle Laide Events, last year’s Australian Event Award winner of Doltone House Best Corporate Event for the Australian Tourism Exchange (ATE) Farewell Event 2014, started running their internship program in 2013 and they say it has proved an exceptional investment. “We’re gaining valuable contributions from our interns whilst our interns are gaining industry experience from us,” says Nicola Goldrick, founder of Belle Laide’s intern program. “It’s definitely a two way street. It’s been really beneficial to meet new talent and help them get a foot in the door whilst they are completing their tertiary education. Completing
an internship is a great way to get recognised and wow any potential employers.” Belle Laide has certainly been “wowed” by a number of their interns – two of the event assistants working on the award-winning ATE Farewell Event were former interns and the agency’s current graphic designer, Libby Cunniffe, was among the early participants of the program. Goldrick calls her “an integral part of the team”. “We couldn’t live without her, she’s amazing,” she says. “That’s a classic example of how the interns program has really worked.” These days, when recruiting entry-level positions, Belle Laide looks first in their pool
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of past interns, for potential candidates. However, on the flipside, their twice yearly exercise of hiring interns is a time consuming job as they navigate through 30 to 40 high calibre applicants to narrow down their selection to the final two through resumes, questionnaires, portfolios and interviews. “That in itself takes almost three to four weeks,” says Goldrick. “It’s worth the time invested in the selection process to make sure we select the right person for the role.” Belle Laide usually plans their two intakes around June/July and September/October, giving them time to train their new recruits so they are ready to help the company through their busiest period, the last three months
of the year. Generally two event interns are selected for each cycle of the program. Internships at the Sydney-based events and design agency typically last three months with an intensive first four weeks of training during which the interns get a complete overview of the event planning process from pitching for business to event day implementation and everything in between. Once training is complete and providing both sides want to continue the internship, interns get out into the field during the final two months, attending client meetings and going onsite as they become more actively involved in helping the company produce its events. “They’re definitely contributing to real projects on a day to day basis and the main objective for us is that they’re learning,” says Goldrick, emphasising that as a small agency, interns become vital members of the team. In terms of what interns gain from experience in the field, Goldrick believes the most important lessons are the ones in client management – and it’s something that can’t be covered in a classroom or lecture hall. “Learning the theory behind events at University, College or TAFE is great, but hands-on experience in the field is
Photo credit: Anne Buckley.
Opposite page from left: Margaret River Gourmet Escape. Right: Mountain to Mouth.
invaluable,” she says.
deal from the partnership.
“Interns learn more about client management, managing deadlines and overcoming obstacles when they are working alongside their peers and mentors. Participating in an internship program is an excellent way for the students to implement real solutions for real problems that only arise when you are working on live events.”
“Working as we were on a relatively thin budget, with limited human resources, the internships were as valuable for us as involvement in the project was for them,” says Councillor Andy Richards, portfolio holder for Arts and Culture at the City Council of Greater Geelong.
The regular influx of interns helps the company keep an eye and ear on what practices are being taught at university and TAFE level as well as keeping up-todate with new trends and technology from the generation of digital natives coming through their program. “It’s nice to have fresh ideas coming through,” Goldrick adds. “There's been a great network of people that we’ve met over the years and it’s always rewarding to see them grow and progress within the events industry.” Geelong City Council in Victoria also benefitted from taking on interns for the Mountain to Mouth extreme arts walk in 2014. Council took on three interns from Deakin University for 14 weeks surrounding the event, with both parties deriving a great
“The interns were helpful in a raft of ways, not least of which was having the extra hands, feet and enthusiasm to take the pressure off a very tightly resourced team. “As 'feet on the ground' they were able to make suggestions, help with volunteers and give support to participants. They were extremely productive in generating creative ideas and in the work they did for their mentors, who valued their input immensely.” The interns, who were in their second and third years of study at Deakin, were each given specific areas of responsibility as the council prepared for the 24 hour, 80km walk through Geelong and Queenscliff from the You Yangs to the mouth of Barwon River, which won the Australian Event Award for Coates Hire Best Community Event in 2014. “Students undertook curatorial, creative, documentation, admin, publicity and
www.cimmagazine.com Convention & Incentive Marketing, August 2015 23
Photo credit: Sam Neumann.
Photo credit: Anne Buckley.
Left & above: Mountain to Mouth.
Left: Australian Tourism Exchange.
production co-ordination roles,” says Richards. “Each intern’s experience was tailored to a specific area of the project.”
their knowledge and their emerging creative talent in front of real audiences, working for real bosses,” he says.
The event’s artistic director, the production manager and one of the district coordinators each took on the role of mentor for one of the students, with interns working on – among other things – surveying the route, communication through social media and liaising with invited Elders who would be participating in two ceremonies on the route.
“[One of the interns] Helen noted that through observing how the whole event was tied together in a collaborative, positive way, they saw, first hand, that such a complex event could be inspirational for workers, spectators and participants alike.”
“The internships allowed the students to gain valuable firsthand knowledge of how an event of this scale and importance is organised,” says Richards. “Due to their direct involvement in production meetings, working group meetings and team leaders meetings, the interns had an excellent overview of the process.” Richards notes that feedback from the interns revealed the on-the-job experience was very different from their academic studies. “This was a real world arts event – with all the time constraints, financial and safety concerns of the real world,” he says. “They were able to interact with the artists working in situ – something that rarely happens in academia. They also made some important contacts, particularly as they are all currently Geelong-based and so are likely to have dealings with [the Council’s] Arts and Culture Department in their nonacademic lives.” Matthew Allen, head of Deakin’s School of Communications and Creative Arts, echoed this sentiment. “These events are brilliant opportunities for students to test themselves,
Since their work on Mountain to Mouth, two students have gained regular paid work in the creative industries “as a direct result of the internships” according to Richards. One of them has even done some work for the Council. It’s a similar story at the Margaret River Gourmet Escape, run by Brand Events Australia and winner of the Australian Event Award for Best New Event in 2013. The event may be only a few years old, but it has already had success amongst its work experience contingent. “We had a commercial cookery student [who] was offered a position working down in a restaurant in Melbourne with Adam D’Sylva [owner of Melbourne restaurant Tonka] after working alongside the chef in the Gourmet Village,” says Lauren White, operations executive from Brand Events.
during the November event, while Brand Events engages several interns in its Sydney office to help the company prepare in the months leading up to the culinary weekend. As with Geelong’s Mountain to Mouth, White emphasises the advantage of the extra hands on deck during the event. “The commercial cookery and front of house volunteers take the pressure off the chefs of each restaurant and feature managers as there is an extensive amount of work that is required to be done within the restaurants and features,” she says. “The interns again are a great asset to the [event planning] team and take the pressure off of the team, further enhancing the delivery of the event. “For the commercial cookery volunteers the event provides them with real life experience as to what happens in an actual kitchen – something they may have never experienced before.” She adds that working on the event also helps the students develop invaluable contacts in the industry. With the best of the next generation of the events industry being given invaluable opportunity and training through internships, the unanimously positive sentiment towards internships is best expressed by Goldrick.
“Since this opportunity she has moved over to Melbourne to complete the apprenticeship.
“We’re just really happy with the way that it’s worked out,” she says.
“Outstanding students are offered to come back year after year in order to further enhance their knowledge of the industry.”
“We’ve found some very talented young people and we’re grateful for everything they have contributed to our company. We’re also really proud that we’ve been able to help them kick start their careers at the same time.”
Events and cookery students from around the Margaret River region fill front of house roles and provide support in restaurant kitchens
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REGIONAL VICTORIA
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Collaboration is the key Value and service, an emphasis on unique local experiences, and a collaborative approach between industry players were the key themes of a Business Events Victoria famil to Geelong and the Surf Coast in regional Victoria, writes Adam Ford. The ground rapidly dropped away beneath us as our sleek Robinson R44 helicopter rose above the picturesque Geelong Pier and waterfront precinct. The city extends in three directions and looking across the CBD and Simonds Stadium, the home of the revered Geelong Football Club, we can clearly see Torquay – the official gateway to regional Victoria’s famous Great Ocean Road. It’s surprisingly close to Geelong, but this is a region full of surprises, as the group is set to find out on this two-day famil. This helicopter flight is one of them; the level of close collaboration within the local business events industry is undoubtedly another.
With a population of around 200,000, Geelong is Victoria’s second largest city. It’s located just a 40-minute drive from the heart of Melbourne, and from our vantage point at 1500m it looks a neat, prosperous place. But that belies the enormous social and economic changes taking place here. Like many other Australian regional centres Geelong has been forced to look for ways to reinvent itself. Expansion of the business events sector is seen as one possibility. According to Geelong Convention Bureau manager Mark Day, there are plans to achieve that if the current lobbying for a purpose-built convention and exhibition
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centre in Geelong is successful. It would put the city in an even stronger position to attract large-scale conferences, events and exhibitions to the region. “This will be game changing for Geelong,” says Day. “The significance will go well beyond the tourism industry and the benefits will be seen across many sectors.” In the meantime, the industry continues to trade on its existing strengths – including that highly collaborative approach from key players, working together to ensure a seamless experience for large event organisers across a mix of small and midsize venues including the historic Mansion
Opposite page from left: Cunningham Pier in Geelong; the group enjoyed all of the natural, cultural and gourmet offerings available in Geelong and the Surf Coast.
Hotel & Spa at Werribee Park, Mercure Geelong, the waterfont Novotel Geelong and the Geelong Conference Centre. Day quotes an example earlier this year when five venues across the region joined forces to successfully deliver a four-day conference for 165 delegates. Other strengths include the continual upgrading of conferencing facilities, such as the Geelong Conference Centre’s newly opened Studio meeting space (a converted former television studio) and the Mercure Geelong’s renovated conference and events wing, which will be completed in September. The industry has also received a welcome boost from Jetstar’s recent announcement of a 10-year commitment to Avalon Airport. The helicopter flight continued across the spectacular Bellarine Peninsula towards Aireys Inlet, Torquay and the final destination of Lorne. The Great Ocean Road attracts around 1.7 million visitors a year. Many of them are on day trips from Melbourne to the Twelve Apostles, but it’s a long day with a drive time of three hours each way. And that’s taking the direct route rather than the winding Great Ocean
Road itself. It’s not surprising therefore that the business events industry in Torquay and Lorne – part of the Surf Coast Shire – is seeking to differentiate itself somewhat from other tourist centres further along the iconic stretch of coastline. The drive time from Melbourne to Torquay is just over one hour, so ease of accessibility is a key focus. Another is the Surf Coast region itself and everything it has to offer conference organisers and delegates as a destination in its own right. “The focus for us is to sell the destination,” says Abraham Dow, general manager at the Mantra Lorne, the region’s largest residential conference venue. “The Surf Coast and its countless experiences is the hero. You can engage and inspire a group with nature walks, Tai Chi on the beach before breakfast, a surfing lesson or an outdoor team building exercise. Guests leave the Surf Coast physically and emotionally recharged. And we back this up with product that the market wants from a world-class conferencing destination.” With the opening of the $115 million dollar RACV Torquay Resort and conference facility in mid-2013, the Surf Coast offers
a complete suite of conference and event facilities. Executive golfing retreats are a local specialty, with both the Stuart Appleby-designed course at Peppers The Sands Resort and the Torquay Golf Club adjacent to the RACV Resort Torquay on offer. The resort-style Surf Coast Hotel in Torquay completes the offering, with a true beachfront location and a dedicated conferencing and events floor. Back on board the R44 and the group touch down in the centre of the Mantra Lorne. Our flight time from Geelong: just 17 minutes. And as in Geelong, collaboration is the industry buzzword of the moment on the Surf Coast, with several examples of venues working together to achieve a positive outcome cited during our visit. “The destination and the operators within it need to continue to complement each other, for the region to make an impact and grow,” says Dow. Judging from the unified front presented by the industry across this event that certainly looks likely to be the case. Adam Ford was hosted by Business Events Victoria.
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Tasty partnership The Cumberland Lorne Resort has forged a creative collaboration with local Surf Coast chef and identity Sacha Meier of Cater and Co, to provide conference organisers with a unique approach to business event catering. CIM caught up with general manager Lee Gordon to find out more. Q: Tell us about the partnership between the Cumberland Lorne Resort and Cater and Co? A: Our partnership was established in early 2012, when the incumbent conference centre operator – an external company – was unable to continue operating. I approached Sacha, who was running a successful local restaurant, for help catering a number of upcoming events. On very short notice Sacha was able to pull together exciting menus and experienced staff, providing a level of conference catering well above what had been delivered previously. The partnership grew from there and eventually Sacha established Cater and Co and came on board as our conference food and beverage operator. Q: How does the partnership work on a practical level? A: Communication is the most critical aspect and we have well established operating systems in place to ensure no detail is missed. We have also developed an extremely close working relationship between Sacha’s team and our own in-house staff – including our event coordinator Emma. We function like a family in many ways, with mutual respect a big focus of the partnership. Q: What does this partnership offer conference and event organisers? A: The arrangement we have with Cater and Co has a high degree of accountability. All roles are clearly defined and there’s no room for “passing the buck”. The result is a standard of catering you would be likely to find in a good restaurant, with Cater and Co approaching each dining experience as an opportunity to shine. They’re not hidden behind a corporate veil. We place them front and centre of our entire conference experience. We don’t view our food and beverage as just a segment of the business. We believe it’s one of the primary reasons to conference at Cumberland Lorne Resort. Cater and Co focuses firmly on local, seasonal produce with an emphasis on healthy – and often lighter – options. We’re lucky to have close access to some of the best local produce in Victoria. Sacha also has a keen interest in “brain food” and is always suggesting healthy alternatives to our clients. We like to offer dining options that stimulate the mind as well as the palette, and increasingly we find our clients steering toward our more wholesome menu choices. Q: How important are innovative partnerships like this to the local industry? A: This partnership is vital for us. It allows us to adapt to any event requirement more creatively than would otherwise be the case. Providing something unique helps us to stand out a little bit and allows our organisers to feel comfortable knowing we can help them create an event their delegates will remember for all the right reasons.
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Below: A helicopter transfer from Geelong’s city centre to the Mantra Lorne.
The million dollar Lorne The Mantra Lorne has just completed a $1million refurbishment, including upgrades to the property’s Heritage Ballroom featuring new lighting, window treatments, air conditioning, furnishings and structural work. The Larder restaurant at Mantra Lorne also has a new bar along with new fireplaces.
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Q&A
Flying solo With eight years of experience in the corporate events sector and the desire to fill a gap in the industry, Grace Hopkins decided to dive in and start her own business – Agent Grace Events. She spoke with CIM about her transition.
Q: Where were you working before you decided to start your own events company and what influenced you to do so?
the clock ticking, all without the delegates realising they came dangerously close to sleeping on the street. My clients love that I can be agile, flexible and creative. I step into their business as an extension of their own team, take the time to learn their mission and build an event that delivers on these objectives.
A: I started my events career working for McDonald’s and then moved onto corporate hospitality and event agencies. In 2014, I stepped into a new role with an industry association only to be made redundant seven months later. It came as a shock but helped me to realise it was time to create a different lifestyle for myself. I realised there was a gap in the market for a freelance agent who could operate the way a graphic designer operates – to implant into their business as an “on tap” employee and orchestrate a whole project, or help on certain aspects as needed. With my knowledge of the industry, I realised I could help them build their brands through events, so I launched the mission of Agent Grace in January this year. Q: How has your outlook on the events industry changed since starting your own business? A: Event managers are chief multitaskers, but after a few years of managing several events simultaneously, events had become projects with endless to-do lists. Launching my own agency allowed me to fall in love with events again and to have fun with my work – the excitement of a new brief, the caffeine fuelled brainstorming, discovering new places, the rush of seeing it all come together on site and most of all helping to create positive memories for clients and guests.
Q: What are some of the new challenges to planning an event since starting your company? A: Smaller organisations tend to not have the three year marketing plan like corporates, so lead times can be much shorter. Without a dedicated resource, often their PA or marketing manager will end up as the event manager and right before the event they realise the need of an expert on board. It is a lot harder to find the right venue and suppliers on short notice and your ability to negotiate disappears, but nothing is mission impossible. Q: You have been in the events industry for eight years, how would you say it has changed? A: Businesses are now a lot more focused on their event spends and ROI. I actually think this is a positive change, as it helps to keep all parties on track with the “why” of their event. For example, if extra lighting or bespoke centrepieces create an atmosphere clearly aligned with their event purpose, then spend the money. If not, let's look at how else we can achieve a positive experience for all stakeholders.
Q: What is the biggest challenge you have had to overcome since starting your business?
Q: Have you noticed particular trends in the boutique business events sector?
A: The mindset shift from being a corporate employee to becoming a business owner. It can be challenging being a team of one but it has taught me the power of collaboration. Thankfully I have a large network of supportive friends, industry colleagues and family members who do a brilliant job of being my CFO, CIO, CMO, PR agents and creative directors when I need to call on them.
A: I am really passionate about looking at the science and stats behind what creates a positive learning atmosphere. When attendees have access to fresh air, natural daylight, nutritious food, and collaborate in intimate, interactive groups, the event feels more like a holiday than a business trip, which means they are relaxed, happier, more creative and more productive. This creates a positive and lasting experience and strong ROI.
Q: Being a solo competitor in the industry, how do you voice your point of difference? A: I like to think being a solo freelancer as an advantage and have built my brand around this – likening a freelance event manager to a multiskilled secret agent who can find and diffuse bombs with
Q: What is your next big project? A: I am currently planning quite a diverse mix of events – two major projects are an international incentive for 200 pax and domestic convention for 600 pax.
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EVENT REPORT
Photo by Ian Ference.
Below: Dinner at the Panorama Ballroom. Right: Seminar on day two. Below right: Guest speaker Mick Colliss at the conference dinner.
Face to face In Adelaide for the first time, the Associations Forum National Conference celebrated its 10th year anniversary at the newly refurbished Adelaide Convention Centre with over 60 associations, charity executives, experts and academics, writes Anastasia Prikhodko. Themes of achievement, development and leadership were woven into seminars and speeches made by industry professionals over the two day conference held on July 14 to 15. John Peacock, the general manager of Associations Forum, says that the conference provides an open space for discussion as well as an opportunity to celebrate the associations’ achievements. “There are developments in associations to do with advocacy, membership, regulation and leadership,” he says. “Leadership comes from many sources including the chairman of the boards, presidents, executives and associations.” Associations also have a broad reach, in fact if they show leadership it can affect and inspire many of their members, according to Peacock. With the Centre situated near Adelaide’s medical hub, there was a strong focus on
the medical sector and for the first time a seminar on managing medical and health associations was included. Peacock says that the forum had two events organised, which related to the health precinct. One was a tour of the South Australian Health & Medical Research Institute (SAHMRI) along with a tour of the new Royal Adelaide Hospital. “Medicine and health are some of the greatest areas of associations because with so many changes in medicine and health management there is a constant need to learn,” says Peacock. “It’s an area where people regularly meet.” Associations experience a number of internal and external challenges. “External challenges are getting members, retaining members, providing relevant services and doing all that in a technological evolving world where
young members need different techniques like apps and quick response times,” he says. “Young people don’t expect to wait three months for their application to be accepted.” In a first for the National Conference, it ventured from the eastern cities of Sydney, Melbourne, Brisbane and Canberra. “We came to Adelaide because we had been invited previously and thought it would be appropriate for us to come at the same time as the opening of the Adelaide Convention Centre’s extension,” says Peacock. “It worked out perfectly. I think there is nothing like an interactive personal meeting for associations people to learn; whilst we learn online and through webinars nothing beats face to face.” Next year’s forum will be in Melbourne on July 4-5.
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CASE STUDY
Sydney International Boat Show It was full stream ahead at this year’s show held at Sydney Exhibition Centre @ Glebe Island (SEC@GI) and Darling Harbour’s Cockle Bay Marina on July 30 - August 3.
This year’s Sydney International Boat Show (SIBS) was once again held in dual locations – Sydney Exhibition Centre @ Glebe Island (SEC@GI) for hall exhibitions and Darling Harbour’s Cockle Bay Marina for in-water displays. As the largest recreational marine event in southern hemisphere, the show used SEC@GI’s full venue footprint of 24,500sqm, with millions of dollars’ worth of boats, engines, electronics, assorted boating accessories and equipment on display. As in previous years, the in-water exhibits returned to a purpose-built floating marina in Cockle Bay.
halls or marina, guests would receive a day stamp that would allow them access to both sites all day. While operationally it’s two shows, promotionally it’s one. In 2014 Glebe Island was a completely new venue in an unfamiliar location, therefore education about the new venue played a large role in the messaging strategy. In 2015, the Boating Industry Association (BIA) was able to move away from this and turn the focus back to promoting the boating lifestyle content of the show.
Holding the show across two locations was challenging for a number of reasons. Essentially, it’s one team delivering two physically-separated shows.
However, with marina foot traffic higher in 2014 than at the exhibition halls, the challenge remained in 2015 to overcome the perception of distance (and the time it took to travel) between the two and get visitors to travel to both locations.
Tickets purchased at either venue were valid for access to both; this was managed using a stamp system. Once they entered either the
The BIA returned to an 8pm closing time on the marina in an attempt to attract back visitors that didn’t attend the show last year
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which closed two hours earlier at 6pm. The transport strategy was largely the same in 2015 as it was the year before – free ferries from Darling harbour; free buses from Central Station; parking in both locations; and a pedestrian shuttle bus. However, the ferries this year were smaller and faster, to more quickly move people between Darling Harbour and Glebe Island, and to speed up load and unload at either end. Turnaround time was also improved due to changes in the additional ferry wharf at Glebe Island. Captain Cook’s new floating pontoon, the Beatrice Bush, was used in place of last year’s temporary wharf structure. The BIA introduced an on board ferry commentary with history of the show and interesting facts about Glebe Island which entertained visitors as they travelled and alert guests to the possible need to alight at an alternative Pier at times of congestion, or for a few hours on different
days where the high tide made access to Cockle Bay challenging.
used only for SIBS and the Reed Gift Fairs Sydney February show.
Parking availability was also given more prominence, which also assisted in increasing visitation at Glebe Island. There was a marked shift in the number of visitors beginning their show experience at SEC@GI.
Significant changes were implemented to increase the appeal of content in this space. A temporary access ramp was installed for bump-in/bump-out which allowed larger boats to be displayed in Hall 5 including racing boats and trailer boats, while additional lighting was installed, resulting in a lighter, brighter feel.
This year’s floor plan changes were focused on improving the flow of visitors throughout the Glebe Island venue and improving exposure for exhibitors. First introduced in 2014, red carpet tiles made the show easier to navigate. If you were on an aisle with red tiles, you were not ending in a dead end. New digital signage was also introduced to promote exhibitors and on-stage entertainment. Increasing exposure and foot traffic for exhibitors is particularly important for stands not located near the main entrance and exit points, such as those in Hall 5, which is the furthest away from the ferry wharf and
By the end of the five-day event, crowds were up 4.3 per cent from last year with more than 51,000 visitors streaming through both locations, and a significantly higher number of visitors at Glebe Island. Reports from exhibitors indicate the show generated strong sales – in some cases, record sales – helping to drive growth for the recreational boating industry this year. “Going into the show, we had expectations for positive outcomes,” says BIA president Alan Blake.
“As it turned out we had a really good, very upbeat show with high attendance, and boat dealers and manufacturers boasting sales contracts in hand not to mention quality leads. It was so well received this year.” Boating Industry Association marketing and events manager Domenic Genua says last year’s show had a completely new venue in a location not too many were familiar. “This year, we were able to focus less on educating visitors about Glebe Island and more on the experience of the show itself,” he says. Malu Barrios, SEC@GI general manager says the increase in visitation to the halls this year was “pleasing to observe”. “As visitors and exhibitors have become familiar with both the venue and the location, they have become more comfortable in coming here and the opportunity for a short harbour cruise adds to the experience of this event.”
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VENUE UPDATE
Pullman expansion in KL and Bangkok The Pullman brand has expanded in South East Asia with key rebrandings in Kuala Lumpur and Bangkok, adding a further 927 rooms to the network in Asia. The new hotels are the Pullman Kuala Lumpur City Centre (formerly the Prince Hotel & Residence), and the Pullman Bangkok Grande Sukhumvit (formerly the Millennium Sukhumvit Bangkok). Event space at The Pullman Kuala Lumpur City Centre Hotel & Residences includes a 580sqm metre grand ballroom and 11 meeting rooms. The Pullman Bangkok Grande Sukhumvit has 10 meeting rooms including a pillarless grand ballroom for up to 500 guests.
News in brief Hamilton Island refurb Hamilton Island has unveiled the final stage of its extensive Beach Club Resort refurbishment. The redesign has been completed in time for Audi Hamilton Island Race Week, Australia's largest offshore regatta.
Mercure Newcastle Airport opens The $15 million, 95-room new build Mercure Newcastle Airport features a modern gymnasium, Mach One Restaurant and Bar and four purposebuilt conference rooms which can hold up to 150 delegates.
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Suite spot for Novotel Barossa Valley Resort The 4-star Novotel Barossa Valley Resort has unveiled 24 newly refurbished Studio Apartments and 10 Spa Suites. The new refurb follows the Resort's conference centre upgrade in February.
$3.5m Highlands fling The Peppers Manor House in the Southern Highlands will undergo a $3.5-plus million upgrade. Work has started on a staged refurbishment program with the first of the new look rooms to be unveiled in September. A new event space will add to the property’s four venues and is scheduled for completion in November, while the remaining upgrades to all guest facilities including a new casual dining venue, reception area, lounge areas, pool and tennis courts, roads and car parks will completed by March 2016.
TFE adds to its Collection Hotel Kurrajong Canberra marks the first hotel in the TFE Hotels Collection. TFE Hotels now has six distinctive hotel brands in its portfolio, which sit under the TFE Hotels parent brand, each with their own style, look, and personality.
Oaks Hotels moves into NT Oaks Hotels & Resorts has made its Northern Territory debut with the acquisition of Elan Soho Suites in Darwin. Rebranding as Oaks Elan Darwin, the 301-room hotel will officially launch on September 1, 2015. Facilities include an outdoor pool and gymnasium, while a dedicated onsite conference and event precinct offers the choice of six separate event spaces catering for up to 250 guests banquet style.
Auckland’s new Cellar The Sofitel Auckland Viaduct Harbour has launched The Cellar, an intimate French-inspired rustic venue with a capacity of up to 50 people, cocktail style. The rustic décor is available exclusively for high-end private events.
New Rydges rebrand for Perth Rydges has won the management agreement to operate the Kings Hotel Perth which will rebrand Rydges Perth after an extensive refurbishment. The refurbishment is to include all public spaces including the restaurant, bar and conference facilities and is scheduled for completion in mid-2016.
www.cimmagazine.com Convention & Incentive Marketing, August 2015 35
TALKING POINT
Bang the drum The Association of Australian Convention Bureaux celebrates its 30th anniversary this year. CIM spoke with executive director Andrew Hiebl about the evolution of the organisation and its future direction.
If there has been one defining change over the 30 years since the Association of Australian Convention Bureaux (AACB) was officially established it is technology and the ease of access to data that that has brought. “The understanding on the power that databases could bring to help with the bidding process emerged in the late 70s early 80s,” says Hiebl. “That has only intensified today, with some of Australia’s convention bureaus bidding very strategically around the strengths in intelligence around their cities and not relying so much on Australian icons such the Harbour Bridge backdrop, Ayers Rock or Great Barrier Reef. It’s about being more strategic and working with national associations, bid leaders and Ambassadors on programs where you have contacts that are recognised around the world for what they do in their industry type.” Beyond collating data, the AACB is also banging the drum for the business events sector as a whole, raising its profile with both the Federal Government and the general public. “We are still the small cousin of the leisure tourist sector and probably not understood as much as we would like,” Hiebl says. “The outside focus is all about groups of people in their social environment but not being able to see the outcome of what happens when people come face to face, how they collaborate, share knowledge and how that spurs on productivity and innovation advancements. This is still invisible to the general public. It’s our mission to try and find out ways to capture stories of the success of the conventions we host in Australia and explain those beyond travel and tourism.” Opportunities to bring the business events sector into a wider discussion of the economic benefits of tourism, such as the Productivity Commission’s recent draft report Barriers to Growth in Service Exports, need to be grabbed with both
hands by stakeholders within the industry, says Hiebl. “It is a combination of taking up opportunities when they are presented to us,” he adds. “We have to beat the drum when those chances are held to us. It’s our fault if we don’t fill those spaces.” In the meantime much of the work behind the scenes is about building robust research and pushing it our as often as possible. “Over the last 18 years convention bureaus in Australia have been sharing their bidding data in terms of how productive the bureaus are so we can compare, which you wouldn’t see anywhere else in the world,” he says. “We have now implemented a new system which allows us to collect much more detailed information which enables us to use that data in an advocacy sense. That collaboration is one of the one of the things that sets Australia apart in a very competitive market place.” With the annual AACB conference just round the corner, it presents yet another opportunity for the convention bureaus to work together on certain issues in a friendly environment. “At last year’s conference there were some great collaboration between regional destinations trying to work together to attract more business,” he says. “That whole concept of being part of an Australian network of bureaus is really strong.”
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MEETING PEOPLE
AEG Ogden has appointed Lynell Peck as the International Convention Centre Sydney director of culinary services. She brings more than 30 years in hospitality and event management at leading five star venues, and was previously executive general manager for hospitality, events and operations at the Australian Turf Club.
Brendan Long (pictured) has been appointed operations manager at O’Reilly’s Rainforest Retreat in the Gold Coast Hinterland. He joins new business development executive Franco Pisani and Nikki Dudley to the newly created role of in-house publicist. Pisani brings 15 years’ experience to the role.
Sandra Kerr has been appointed as the new resort manager of Ramada Resort Shoal Bay. She brings 14 years experience in resort management and was previously general manager of Mantra Kooindah Waters Residential Golf & Spa Resort (now Mercure) on the New South Wales Central Coast.
Rydges South Bank has appointed Donnita Maher (pictured) as director of sales and marketing and Paige Smith as conference and events sales manager. Both bring considerable industry experience to their respective roles, and will work across Rydges Hotel, the Bacchus Restaurant and Soleil Pool Bar.
Four Points by Sheraton Sydney, Darling Harbour has appointed Marjolein Chandler as director of catering and conventions. She has over 23 years of experience working in conference and event sales and event management for large-scale luxury hotels.
Wendy Harrison (left) is joining Claudelands Conference and Exhibition Centre in New Zealand’s Hamilton as business development and sales manager, while Dawn Stewart (right) has been promoted to the role of business development and sales executive.
Tourism Australia New Zealand has appointed Jenny Aitken as country manager New Zealand. She brings more than 30 years of experience in tourism encompassing both public and private sector organisations with leading international brands including Avis Budget Group and Club Med.
Andrea Werner has taken up a new role with Kerzner International’s One&Only Resorts as its senior sales manager – meetings & events. She was formerly Stamford Hotels group director of MICE sales and business development manager at Business Events Willington.
Starwood Hotels & Resorts has appointed Tricia Cornelius as director of Starwood’s new sales organisation based in Brisbane. She will be based at Four Points by Sheraton Brisbane where she will manage and oversee the opening of Starwood Sales Organisation Brisbane.
Luxperience has appointed Emma Burnet as buyer program manager. She has a background in marketing and sales having worked for a variety of global travel organisations including most recently InterContinental Hotels and American Express Travel Benefits Marketing.
Metro Hotels has appointed Peter Frawley as managing director. He will oversee for the management of Metro Hotel’s 14 hotels, apartments and resorts throughout Australia. He has previously held senior positions in a number of major hotel groups including Starwood, Accor and CDL Hotels.
Marriott International Asia Pacific has announced that Craig S. Smith, currently president of Marriott International Caribbean & Latin America, will succeed Simon F. Cooper as president and managing director of Asia Pacific, who is to retire.
Brisbane Convention & Exhibition Centre (BCEC) has appointed John Gaudin as food & beverage service director and Simon Schlegel as assistant food & beverage service director.
www.cimmagazine.com Convention & Incentive Marketing, August 2015 37
PCO ASSOCIATION
Elegant organisations Why businesses should learn to stop worrying and learn to love social media, writes Jonathan Crossfield.
Businesses thrive on control, on certainty, on strict hierarchies. Unfortunately, social media communities don’t respond too well when a business tries to impose control or claim authority over its complicated web of human behaviours.
Davos, Switzerland, and the head of a major news organisation pleaded with Zuckerberg to explain how a brand like his could start an online community – one that the brand could own. Zuckerberg’s answer was simple. “You can’t.” He then went on to challenge the premise of the question. “You don’t start communities. Communities already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better.”
No wonder many brands are sceptical about social media. It’s just too much hard work for a less predictable outcome. Yet, even if your business isn’t involved in social media, your customers are. And your competitors probably are too. Do you really want to stay out of the conversation? Do you really want to wait until your competitors have built an advantage and achieved success in the various channels before taking it seriously? By then, it will be much harder to catch up and reverse the trend. So how should your business get involved? Entrepreneur and creative thinker Dom Thurbon said: “If you took the word 'social' out of 'social networking', there wouldn't be a business out there that wouldn't see the benefit of it.” If you only remember one point in this entire article, please let it be this one: for best results, be yourself! Relax. We’re all friends here. You wouldn’t force a business card into everyone’s hand at a community barbecue. You wouldn’t bring leaflets to a dinner party. You wouldn’t constantly shout about yourself while ignoring everyone else at an industry drinks event.
special offer into every update. Keep the sales pitches to a minimum while showing an interest in everyone else around. Social media author and speaker Jay Baer advises a simple formula to find a sensible balance: 7, 2, 1. For every one blatantly promotional update balance it out with two non-promotional branded pieces of content such as blog posts or photos of office hijinks, as well as seven pieces of content shared from other sources such as relevant articles or retweets from industry influencers. You should also tailor your approach and style to suit each network. People will go to Twitter for real time updates (both newsworthy and banal), or to Facebook to socialise and share stories with friends and family. Meanwhile, the same people might turn to LinkedIn ready for a firm handshake and an elevator pitch.
Yet, so many brands behave exactly like this in social media, and then proclaim the whole thing is a waste of time when their audience chooses to ignore or criticise them.
If Facebook were a Hawaiian shirt, LinkedIn would be a pinstripe suit. However, even when contributing to a professional group on LinkedIn, being overly formal, officious or controlling can stifle discussion.
Instead, imagine each social network is one big networking dinner. Be casual and engaging, helpful and informative, and resist the temptation to shoehorn a call to action or
In his 2009 book What Would Google Do? Jeff Jarvis tells an anecdote about Facebook creator Mark Zuckerberg. The scene is the 2007 World Economic Forum in
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By reframing the question, Zuckerberg focused the question back onto the activities and behaviours of the community and away from the self-interested goals of the brand. He then explained that, to help communities function better, you need to provide “elegant organisation”. Facebook didn’t enable people to arrange meetups or swap photos with each other for the first time. People have been running their social lives and forming groups for millennia without the assistance of an online organiser. What Zuckerberg’s Facebook did was make those behaviours and goals easier to achieve than any previous alternative. If you want to attract a community to your Facebook page, LinkedIn group or Google Plus hangout, you need to provide content and interactions that are more useful, elegant and easier to use than what is currently available. Cat videos just won’t cut it. Otherwise, why should the audience care? Social media already provides businesses with vast, functioning and vibrant communities. Forget trying to control the crowd or own the conversation, because you won’t. Just join the party and be yourself. Jonathan Crossfield is a Keynote Speaker at the PCO Association conference 2015.
Get connected In the world today, courtesy of the internet and the communications revolution, some of the most valuable companies in the world are Google, Facebook, Twitter, LinkedIn and the like. In reality what these companies do is little more than connect people, writes Roger La Salle. Last year we saw the astonishing purchase of WhatsApp by Facebook for a reported US$19 billion. WhatsApp has some 500 million customers that represent its channel and the management of Facebook saw this channel as providing them with a vast potential new customer base they could simply acquire. Facebook paid something like $40 per customer to essentially take ownership of that channel. A huge investment one may suggest but think of the opportunity to leverage the vast purchasing power of the customer base?
consulting, or in fact ever run a business? In recent years a former Premier of Queensland retired as the chairman
of another of Australia’s big four consultancies, but from his vast political background, what special insights did he bring to the consulting game – little one may argue. In past years some of our major telecommunications equipment manufacturers have head hunted people from the large telecom companies, again one may ask, what special insights do these people have in the manufacturing business – the answer is probable none at all. In all of the above cases it’s the contacts and connections of these people that matters. Just as the top internet connectors are the most valuable in the world, so too are the most well connected people.
Larger companies use this strategy of takeover all the time as it is far easier and less risky to buy a market than build one from the bottom up. Schneider Electric, the massive French company did just that when they decided to enter the Australian market over a decade ago. Rather than coming to Australia and spending a lot of risk capital in trying to establish a brand in competition to the much loved Clipsal, they simply bought the company and more importantly the brand. Le Grand did much the same with HPM, the Sydney based electrical goods manufacturer.
I now have many thousands of people on my database and over the years have developed first class personal relationships with people and businesses in more than 29 countries. These connections have proved invaluable. Build your network and get connected. Roger La Salle trains people in innovation, marketing and the new emerging art of opportunity capture. He is the author of four books and a director and former CEO of the Innovation Centre of Victoria as well as a number of companies both in Australia and overseas.
In the past months the former head of the largest industrial union in Australia has joined one of the big four consulting firms as a director. Some writers are querying just what special skills he brings to that business. Has he ever worked in
PCO ASSOCIATION NEWS Take the opportunity to network and develop with the managers of over 2000 conferences and meetings.
Delegates, Attracting and Retaining Event Sponsors, Social Media and Conference Case Studies… there is something for everyone.
This is your chance to engage and learn with a targeted audience of PCOs and event managers at the PCO Association 8th Annual Conference and Exhibition 2015. The preliminary conference program and registration are now available.
Get in early and register before October 16 to take advantage of discounted registration fees. With a selection of six workshops, two full days of conference sessions, Welcome Function in the Exhibition area, offsite Networking Function at Adelaide Oval and post conference famils.
From Secrets of Successful Pitching and Negotiating, Engaging
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Give your guests Australia’s best event experience What will your conference or event be remembered for? An amazing location on one of the world’s best harbours? Fantastic food? Impeccable service?
recently chosen as the national winner in the Specialty Event Venue category at the 2015 Meetings & Events Australia Awards.
At The Star Event Centre it can be all of these things and more. With cutting edge AV technology, lighting, and friendly and diligent staff, it certainly is a cut above the rest. So it is not surprising The Star Event Centre was
With The Star entertainment complex on its doorstep, offering a range of award-winning dining and 5-star accommodation options, The Star Event Centre makes for the perfect all-round conference and event experience.
Contact The Star Sales Team on +61 2 9657 8568 or starsales@echoent.com.au
80 PYRMONT STREET, PYRMONT I STAR.COM.AU