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NOV 2013
Top End, top performer New look Adelaide Luxury on any budget
Clear view New Zealand goes Beyond Convention
contents
On the cover New Zealand has been regularly cropping up as a “must visit” destination for global travellers, with Australia well poised to take advantage of everything our TransTasman neighbour has to offer.
42 Regulars
OCT 2013
04 Publisher’s note 06 News
28
10 New Zealand news 14 International news
South Pacific special Victoria: something for every event Top F&B trends for 2014
Perfect fit Pan Pacific Perth
15 Q&A
Julie Hood, The Australian Petroleum
Production & Exploration Association
41 Review 42 Venue update
Features
44 Profile
16 Cover story Tourism New Zealand:
Angela Freeman, Wildlife Tropical
North Queensland
18 Northern Territory
45 Meeting people
46 PCO Association
Beyond Convention
The view from the top (end)
22 Adelaide
A city rebranded
To ensure you never miss out there are now more ways to enjoy CIM. As well as the monthly magazine, CIM is also available as a free iPad app, which is packed with exclusive extras such as extended interviews, behind-the-scenes video footage and virtual site inspections. The CIM app is available for download at the iTunes app store.
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Don’t miss
28 Island meetings
Getting away from it all
32 Sabah
Discover Malaysia’s best kept secret
34 5-star luxury
Out of the ordinary on any budget
38 Event report
44
The 54th Annual Australian Medical
Students Association National Convention
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 stories behind the print stories.
www.cimmagazine.com Convention & Incentive Marketing, November 2013 3
Publisher’s word
Cap ‘scrapping’ a victory for commonsense
Published in Australia by Creative Head Media Pty Ltd
orking in media I’ve always wanted to say “hold the front page!” when a story is too hot to wait until the next issue. In this case it was “hold my page” when I heard the news that the Federal Government has decided to ditch the controversial $2000 cap on self-education expenses proposed by the previous Labor government.
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
As I wrote back in June after the cap was announced at the last budget, this proposal was incredibly short sighted, with not only the professional development of thousands of Australians potentially hamstrung, but also the future of the business events industry (worth around $24 billion to the Australian economy), which relies on delegates being able to afford to travel to and attend meetings and conferences.
Publisher Alexandra Yeomans
W
At the time, former Treasurer Wayne Swan claimed that the cap would target individuals who make excessive claims which include “first class airfares, five star accommodation and expensive courses”.
Managing Editor Ylla Wright Journalist Sheridan Randall Sales & Marketing Manager Jo Robinson
Within days, professional and business events industry bodies had mobilised, writing to the government outlining their concerns about the policy, and starting a “Scrap the cap” social media campaign and petition which attracted more than 24,000 signatures. Testimonials were sought from professionals and submissions made in response to a discussion paper released by the government.
Account Manager Stephanie Rowen
All the hard work paid dividends this month when a statement released by Treasurer Joe Hockey said that the Government had “been advised that there is no credible evidence of substantial abuse of this deduction”. It also found that 80 per cent of self-education claims over $2000 come from people earning less than $80,000. Hardly the fat cats Swan was referring to.
Digital/Production assistant Xin Jin
Hockey went on to publically say the proposed cap “was flawed policy, with no motivation other than a simple headline”. Industry bodies including the Australian Society of Association Executives, Business Events Council of Australia, Association of Australian Convention Bureaux and Meetings & Events Australia have been as quick to welcome the news as I have. I think we can all agree that it’s good to see commonsense finally prevail.
Design/Production Manager Bin Zhou
Editorial assistant Anna-Louise McDougall
HEAD OFFICE – SYDNEY +61 2 9438 2300 Creative Head Media Pty Ltd Fax: +61 2 9438 5962 Email: enquiries@creativehead.com.au
Subscriptions 1 yr $99; 2 Yrs $174; 3 Yrs $261 (inc. GST) Copyright © 2013 Creative Head Media Pty Ltd.
Alexandra Yeomans, Publisher
Opinions expressed by the contributors in this magazine are not the opinion of CIM. Letters to the editor are subject to editing.
This month’s top story
4 Convention & Incentive Marketing, November 2013 www.cimmagazine.com
Official Australian publication for the PCO Association
CAB Audited Circulation 16,662 March 2013
Professio na lC
Nielsen Media Research July 2004 Readership 58,317 monthly
nce Organise rs fere A on
PCO
Inc. ation oci ss
Work will start on a $160 million redevelopment of the Four Points by Sheraton, Darling Harbour, spearheading the transformation of Sydney’s vibrant Darling Harbour into a convention precinct. Find out more about the redevelopment on page 6.
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industry news News briefs All Sunshine for PCOs Business Events Sunshine Coast has hosted their inaugural “Sunshine Sojourn” for eight top conference organisers. The group spent three days familiarising themselves with the Sunshine Coast’s business events capabilities. Amongst the highlights of the trip was a visit to Australia Zoo.
$160 million hotel development to go ahead
Ezard joins Spotless team Teage Ezard, from Melbourne’s ezard and Gingerboy and Sydney’s BLACK by ezard, has joined catering company Spotless as consultant chef and culinary advisor across its catering brands. “Teage joining our team enables us to diversify our customers’ experience, applying his fine dining skills and emphasis on intricacy and detail to the occasions of those clients who really want to impress,” said Spotless chief executive Bruce Dixon.
Let them eat cake “Experience marketing” company GPJ recently produced a lavish Cake and Opera event on the steps of the Sydney Opera House to celebrate the iconic building’s 40th birthday. The event included a colossal six metre cupcake, a flotilla of flag-carrying surf lifesavers, tooting ferries and waterspouting fire tugs, as well as a flyover by Etihad Airways. The event drew on a large range of GPJ’s services including large-scale operations, on-site management, theming, fabrication and construction.
ACC to showcase local artists Delegates visiting the Adelaide Convention Centre will be able to enjoy the work of South Australian artists following the launch of a new art exhibition programme, Centre ArtBeat, which will showcase the work of local artists within the Centre. The first Centre ArtBeat exhibition, which started on October 10, features the work of Georgie Maddox (pictured).
Glebe Island takes shape The transformation of Glebe Island into Sydney’s newest exhibition centre is on track with the roof and frame put into place for the largest of the exhibition halls. The hall covers about one third of the 25,000sqm site with the rest of the structure to be built by the end of November. Sydney Exhibition Centre @ Glebe Island opens in February.
View fly-through in the CIM iPad app. The owners of Four Points by Sheraton, Darling Harbour, Singapore-based M&L Hospitality, will embark on a $160 million development of the hotel in early 2014, spearheading the transformation of Sydney’s vibrant Darling Harbour as a convention precinct. The development will see a third tower built over the Western Distributer expressway, adding 230 rooms to the hotel, already Australia’s largest in terms of room numbers. The property will have a total of over 900 guest rooms once complete. The newly expanded hotel will also be home to 4810sqm of pillar-less convention, exhibition and function space, consisting of two ballrooms with a capacity of 1000 plenary-style each and an additional 2000sqm of space, which is expected to address the reduction of event facilities in Sydney during the three-year development period of the Sydney International Convention, Exhibition and Entertainment Precinct. The announcement comes shortly after Four Points by Sheraton, Darling Harbour unveiled the results of a $27 million renovation earlier this year. The renovation included the refurbishment of guestrooms, introducing a new Premium Room category, enhancements to the Corn Exchange Restaurant and Grand Ballroom, and the introduction of four new Heritage Meeting Rooms, providing meeting planners with contemporary, warehouse-style spaces in
6 Convention & Incentive Marketing, November 2013 www.cimmagazine.com
the heart of the city. With the introduction of the Heritage Meeting Rooms, the hotel now offers 20 meeting spaces, with a combined total of approximately 2000sqm. Speaking at the official launch of the project, chairman of M&L Hospitality Micheal Kum said, “We’re delighted that M&L Hospitality has been given the green light to begin the transformation of the Four Points by Sheraton Sydney. Our remarkable development will refresh Sydney’s hotel, event and commercial landscape. The significant investment we’re making is a direct result of the level of confidence we have in both Sydney and the Australian hospitality market.” NSW Deputy Premier Andrew Stoner welcomed the announcement, saying that the development will help address the shortage of hotel accommodation in Sydney and is a “strong vote of confidence in the NSW visitor economy and the NSW Government’s vision to transform Darling Harbour into one of the world’s best areas to live, meet and be entertained”. “The expanded Four Points by Sheraton will provide more space to accommodate the increased number of people expected to visit Darling Harbour and dovetails with the Government’s vision for the precinct,” he said. Work on the Four Points by Sheraton, Darling Harbor is expected to be completed in 2015.
NSW ‘open for business’ The NSW Government is investing almost $2 million in a concerted campaign to promote tourism throughout the State over summer.
include ensuring in the lead up to a busy summer holiday period, that visitors know the regions are ‘open for business’.”
“In light of the devastation from bushfires in some of the State’s finest tourism regions, the Government is also keen to help the tourism industry in those communities in particular, recover,” Minister for Tourism and Major Events, George Souris said.
General manager of The Fairmont Resort MGallery, in Leura, Bernie Boller, has also called on the leisure and business events markets not to “abandon the Blue Mountains”.
“Tourism is a critical part of many of these communities. Once the fires have been controlled, the Government’s tourism and major events agency, Destination NSW, will work with local operators and community leaders to prioritise where help is needed the most. Support will
“It’s now very important that tourists and conference groups support the area in its recovery phase by maintaining their travel plans over the next few months,” he said. “The reality is that if you look out from the Fairmont today you wouldn’t know anything had happened – there’s clear blue sky, untouched bush as far as the eye can see, and a fully staffed hotel waiting to provide that warm, genuine Blue Mountains hospitality. If people are wondering how they can support the Blue Mountains the answer is quite simple – come up and enjoy yourselves up here. It’s a win-win for everyone.”
New chairman for Business Events Tasmania Business Events Tasmania has welcomed a new chairman, Malcolm Wells, and new director, Richard Matson, to the board at its Annual General Meeting, which also marked a new direction for the organisation that will engage the wider Tasmanian community and industry going beyond tourism to deliver broader strategic objectives for Tasmania.
the organisation to recruit new board members from broader industry and academic institutions outside of tourism and hospitality.
Wells is Adjunct Professor in the Faculty of Business at the University of Tasmania, while Matson is the owner of Matson Catering in Launceston. The membership also approved a new constitution that increases the size of the board of directors from seven to nine, allowing
“While Business Events Tasmania will continue to drive the core business of securing business events for Tasmania, which saw 84 bid wins with a value of over $47 million in 2012/13, we will be strongly pursuing the additional social benefits of the sector into the future,” said Nettlefold.
Business Events Tasmania chief executive Stuart Nettlefold said Wells was the ideal candidate to lead the board of directors through the next stage of Business Events Tasmania’s growth.
Brisbane on a winning streak Brisbane has won the right to host 16 conferences worth more than $30 million in a stunning September quarter for the local business events industry. Lord Mayor Graham Quirk said the September quarter bid wins led by the Brisbane Marketing Convention Bureau included a number of prestigious medical, education, resources and IT conferences including the Joint Australasian Society of Aerospace Medicine, Aeromedical Society of Australasia, and Flight Nurses Australia Conference 2014; Australia and New Zealand Society of Nuclear Medicine Annual Scientific Meeting 2015; and Austmine 2015 International Conference and Exhibition. Other bid wins led by the Brisbane Convention & Exhibition Centre (BCEC) – done in partnership with Brisbane Marketing – have also contributed to the September quarter result. “These events will inject more than $30 million into the city’s economy, while bringing 11,500 delegates to Brisbane,” said Quirk. “It puts Brisbane on track for a bumper year for conferences in the lead-up to the G20 Leaders Summit in November 2014.” Quirk added that Brisbane’s marketing’s “strategic focus of attracting conferences that align with Brisbane’s key sectors has driven much of our recent conventions success”.
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www.cimmagazine.com Convention & Incentive Marketing, November 2013 7
ACC welcomes Global Alliance Melbourne seamless conferencing off to good start The Adelaide Convention Centre (ACC) is set to benefit from last month’s launch of a seamless conferencing service by the Global Alliance as it expands to attract bigger international events to Adelaide, according to Centre chief executive Alec Gilbert. The ACC is currently undergoing a twostage $350 million expansion which will create an additional 4300sqm of multipurpose convention floor space, associated pre-function spaces, multiple meeting spaces, 1000-seat ballroom and plenary capacity of up to 3500 seats. The Global Alliance comprises of six worldclass, purpose-built convention centres across four continents including the Adelaide Convention Centre. Other Global Alliance members are Durban International Convention Centre (South Africa); Centro Banamex (Mexico); ACC Liverpool (UK); Boston Convention & Exhibition Center and Hynes Convention Center (US). The new service will see Global Alliance members work collaboratively with international events and conferences that rotate around the globe by transferring a detailed understanding of a particular
congress or event requirements to the next host convention centre. Gilbert said being part of the Global Alliance helps the ACC to develop relationships with the organisers of large international conferences to make them aware of Adelaide’s growing capabilities.
“The expansion of the Adelaide Convention Centre will mean we’re much better positioned to encourage them to come to Adelaide as part of a rotation across international venues,” he said. “As an Alliance member, by bringing these conferences to Adelaide it will minimise the need for the client to brief us about their needs from scratch, saving time and effort on the part of the organiser and making for an altogether more professional and seamless transfer between venues and countries. “Being an Alliance member also allows us to share ideas with convention centres throughout the world, encourage best practice and keep up to date with international conference and business meeting trends.” Watch the video in the CIM iPad app.
8 Convention & Incentive Marketing, November 2013 www.cimmagazine.com
The 2013-14 financial year is off to a good start for the Melbourne Convention Bureau (MCB), with bureau chief executive Karen Bolinger (pictured) reporting that the city has secured 10 major international conference wins. The conferences combined will inject an estimated $55 million into the Victorian economy and attract in excess of 10,500 delegates over the next five years. Amongst the events confirmed are the Annual Conference on Global Economic Analysis (June 2015), the 69th Annual Assembly and International Conference of the International Institute of Welding (July 2016), the International Biotechnology Symposium (October 2016), the World Congress on Intensive and Critical Care Medicine (September/October 2019), and the World Engineers’ Convention (November 2019). Bolinger said that winning the conferences is a testament to the strength of Victoria’s priority sectors of medicine, science and the environment, technology and engineering, and business and education.
“Winning events in these sectors exposes our scientists and industry leaders to international best practice, boosts the skills and experience of our local workforce, and increases access for Victorian industries to international markets,” she said. “In addition, business events create positive flow on benefits for small to medium businesses throughout the state by creating significant revenue opportunities for hotels, restaurants and other service providers. “The competition to attract these valuable international conferences from other states in Australia and countries across the globe is fierce, so it is essential that MCB takes a strategic approach to win these bids; researching, planning and bidding for business events as far out as 2028, and it’s fantastic to see it all pay off.”
TAA calls on government to act on regional tourism Tourism Accommodation Australia (TAA) has identified productivity and infrastructure development as key areas that need to be addressed by the industry and government if new regional hotels and resorts are to be viable in the future. Speaking at the Australian Regional Tourism Convention in Western Australia’s Margaret River, TAA managing director Rodger Powell said that in many parts of regional Australia, hotel operators had experienced flat or even negative growth over the past five years, while costs have continued to grow. “Regional hotel operators have had the double impact of reduced demand and higher costs, and while it was thought earlier this year that the fall in the Australian dollar would provide relief for the industry, recent months have shown that the dollar has stubbornly refused to fall to the anticipated US$0.80c mark,” said Powell. “As a result, the gap between outbound departures and inbound arrivals has grown, and it continues to be a disincentive to domestic tourism.” Powell also called on an “urgent end” to the
carbon tax and greater flexibility in workplace conditions to increase productivity. “These changes would benefit both employers and employees and are particularly relevant in regional locations, where access to appropriately qualified staff is more difficult,” he said. “We need to ensure that government policies encourage a far more inclusive participation rate, and that comes through greater flexibility of workplace conditions. Powell said that it was encouraging “to see State and regional tourism organisations embrace events as a means of driving greater domestic and international demand”. “It is essential that States invest in such demand generators as well as provide assistance for tourism-related infrastructure development,” he said. “This could be in the form of development assistance for convention facilities, upgrading civic areas, publicly owned tourism attractions, addressing transport and parking issues, and investing in pitches for major conventions, meetings and events.”
www.cimmagazine.com Convention & Incentive Marketing, November 2013 9
NZ News
Auckland to host leading international police conference Two hundred police officers from around the world will descend on Auckland for a four day conference in 2016. International Police Association (IPA) president for New Zealand, Paul Visser, along with vice president Ross Pinkham and secretary general Coleen Meyers, travelled to this year’s conference in Denmark to bid for hosting rights for the 2016
world conference. Up against Turkey and Bulgaria, Visser says the team is still on a high after winning the judges’ votes unanimously. “Our presentation went really well and we are all grateful for the support given by Auckland Convention Bureau,” he says. “Interest has been amazing since winning the
bid, with comments like ‘I’ve been waiting to come to New Zealand and now here is my excuse’.” Auckland Convention Bureau manager Anna Hayward says she is thrilled to help secure this event, which is expected to contribute NZ$435,000 to the Auckland economy. “Our aim is to ensure a smooth
and successful conference and we will continue to provide assistance to the New Zealand IPA team to ensure they attract as many delegates as possible,” she says. Auckland Convention Bureau provided the IPA with assistance with the bid strategy, financial feasibility and presentation materials including videos and powerpoints.
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10 Convention & Incentive Marketing, November 2013 www.cimmagazine.com
CREATING CONNECTIONS
New Zealand names main islands New Zealand has officially named its two main islands and recognised the original Mãori names.
the names was made following a recommendation from the New Zealand Geographic Board.
Land Information Minister Maurice Williamson has announced that the names North Island and South Island will now become official. Although the names of the two main islands which make up New Zealand appear on maps, charts and official publications, the names of the two islands were never officially recorded and had no formal standing.
“As an integral part of New Zealand’s cultural identity and heritage, it is only right the names North Island and South Island be made official under the New Zealand Geographic Board Act 2008,” said Williamson.
The decision to officially claim
The North Island will now also
“I have also approved the Geographic Board recommendation to assign official alternative Mãori names for the two islands.”
be referred to as Te Ika-a-Mãui – Fish of Maui. This name refers to the ancient Mãori legend of Maui and his brothers who were said to have fished up the North Island of New Zealand from their canoe. The South Island will now also now be known as Te Waipounamu – meaning the place of greenstone. “Everyone will have the choice to keep calling the islands what they always have, to use the assigned alternatives, or use both together if they wish,” Williamson said.
Refurb for SkyCity Grand Hotel Auckland’s SkyCity Grand Hotel has announced plans to invest in an extensive refurbishment of its rooms, with new-look Premium Luxury Rooms available from early next year. "Other investments at SkyCity Auckland, including opening several new restaurants in conjunction with celebrity chefs on our Federal Street Dining Precinct, and co-investing with Auckland Council to make Federal Street a more pedestrian friendly area, will further complement the improvements we are making to the hotel,” said Skycity Entertainment Group chief executive Nigel Morrison.
of the hotel being named New Zealand’s Leading Business Hotel in the World Travel Awards in Dubai.
The news comes on the heels
“This is an exciting time for
BOOK
Rotorua
k 2014
SkyCity with several new developments on the cards, and it’s great to be recognised with such internationally esteemed awards,” said Morrison.
Subvention – if we can’t beat them should we join them? I have been at a number of meetings lately where the subject of subvention has been brought up. Basically, subvention started in Asia and involved the practice of cities or countries giving substantial benefits or incentives in terms of cash and kind, for associations, corporates, incentive groups and the like, to bring their business to their particular city or country. It is a vexed question and at first glance, the natural reaction of countries like New Zealand is not to have a bar of it. However, there is no doubt that the practice is now becoming so wide-spread that strategies need to be adopted to counter it, one of course, being if we can’t beat them, we join them. In terms of New Zealand, this is not really an option because we have limited marketing funds. I guess the only answer for countries such as New Zealand is to act smarter in the international convention space in particular, and rely on its traditional elements of friendly people, excellent value for money, good air connections and imminent state of the art modern convention facilities in Auckland, Christchurch and Queenstown. One thing is certain however, and that is that subvention is not going to go away and unless we come up with smart strategies to counter it, we risk losing market-share for some of our key markets. Alan Trotter is the chief executive of Conventions & Incentives New Zealand.
Thinking of New Zealand? Book Rotorua in 2014 and receive the Best Deal Ever! rotoruaNZ.com/bestoffer Phone: +64 7 351 7071
www.cimmagazine.com Convention & Incentive Marketing, November 2013 11
Auckland makes Lonely Planet top 10 Auckland has been rated as one of the world’s Top 10 Cities to visit next year in Lonely Planet’s Best in Travel 2014. Auckland sits alongside cities such as Paris, Zurich, Shanghai and Vancouver in the list, coming in 10th place.
Auckland is recognised for its cuisine, culture and coastal scenery with Lonely Planet saying, “food, arts and exploring the coastal hinterland are all excellent reasons to extend your stay in New Zealand’s biggest and most cosmopolitan city”.
Quarter, and shopping and dining precincts like Britomart. The region’s west coast beaches, canyoning and abseiling in the Waitakere Ranges and the Hauraki Gulf and islands, including Waiheke Island’s vineyards are also singled out.
The city is also praised for its newly revitalised waterfront districts such as Wynyard
Tourism New Zealand general manager Tim Burgess says the accolade from the world’s
number one independent guidebook is well-deserved. “Auckland is not only the largest Polynesian city in the world but a combination of magnificent natural scenery and a vibrant city lifestyle,” he said. In addition to Auckland’s Top 10 Cities 2014 ranking, West Coast New Zealand has also been selected as one of the Top 10 Regions to Visit in 2014.
Rotorua’s new meetings concierge Rotorua District Council has developed a fully mobile information and booking service for conventions and meetings to provide comprehensive information on what to see and do in Rotorua.
“The fact that we have such a programme in Rotorua speaks volumes about the importance of the business events segment for our destination,” said Destination Rotorua marketing trade manager Patrick Dault.
The “Pop-up meetings concierge i-SITE” initiative aims to offer a bespoke service where attendees meet so they do not have to leave the venue for free, unbiased, expert destination advice.
“This should be a godsend to planners; as this means they will no longer have to race in order to find last minute activities, venues or restaurants.”
Iconic company celebrates 25 years of bungy
Adventure tourism company AJ Hackett Bungy, the pioneers of bungy worldwide, will celebrate 25 years of bungy with a 25-day long calendar of events. As the official “World Home of Bungy”, Queenstown’s historic Kawarau Bridge will be the focus of celebrations. The company started in 1988 when AJ Hackett and Henry van Asch were first granted a temporary consent from the Department of Conservation to set up the world’s first commercial bungy jumping operation at the bridge. Over the 25 years more than three million people have jumped at AJ Hackett Bungy sites around the world. AJ Hackett Bungy co-founder 12 Convention & Incentive Marketing, November 2013 www.cimmagazine.com
and director Henry van Asch said he was “overwhelmed and incredibly proud” to see the company reach the quarter of a century milestone. “For 25 years AJ Hackett Bungy has encouraged people to step outside their comfort zone, balancing the perceived risk of jumping, swinging and now zipping from a great height, with the most stringent of safety measures,” he said. “It’s been a fun, interesting and incredible ride, during which time we’ve become not only one of the best-known brands in New Zealand, but also the world. “Bungy’s an iconic ‘must-do’ adventure activity and we look forward to welcoming people for many more years to come.”
Christchurch searches for Convention Centre operator Following initial discussions with five shortlisted consortia for the master planning and development of Christchurch’s Convention Centre Precinct, an operator is now being sought for the facility; a move which Canterbury Earthquake Recovery Minister Gerry Brownlee says is a significant step forward in the project. “We know that the conference visitor spends more than the leisure visitor, and many conference visitors will return to a city with friends or family members on holiday, so this is a very important market for the region,” he said.
“We will be spreading the net wide to ensure we find an operator that has the right skills and experience to take maximum advantage of the significant opportunities this new Convention Centre Precinct will provide. “The selected operator will give advice to the Christchurch Central Development Unit and work alongside the Preferred Consortia in the master planning and development of the new Convention Centre Precinct, and may carry through to operate the centre.” The NZ$284 million Convention Centre project is expected to open for business in early 2017.
Sofitel Queenstown NZ’s top hotel Sofitel Queenstown Hotel & Spa has been named as New Zealand’s top ranking hotel in Conde Nast Traveler’s 2013 Readers’ Choice Awards. The hotel also came second in the Top 10 Hotels in Australia & Pacific category, after the Park Hyatt Sydney. The Sofitel hotel’s general manager, Vincent Macquet, said he was delighted to have made the list for the first time. “This is a truly aspirational award, both at property level
From a blank canvas
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and from a Sofitel Luxury Hotel’s brand perspective,” he said. “It’s a credit to our wonderful and dedicated ambassador team who continue to live up to our brand values to exceed the guest experience. Our ‘magnifique’ scenic location in Queenstown combined with Sofitel’s inherent French approach to hospitality and consummate service makes for an irresistible experience for anyone fortunate enough to this beautiful part of New Zealand.”
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www.cimmagazine.com Convention & Incentive Marketing, November 2013 13
International news
MyCEB continues educational campaign The Malaysian Convention & Exhibition Bureau (MyCEB) recently hosted two educational seminars to assist local events businesses learn new business practices and to support them in securing international events leads.
Oman targets key decision makers The Oman Convention & Exhibition Centre is actively targeting key decision makers worldwide to ensure they are aware of the benefits of hosting their events in the Sultanate of Oman ahead of the Centre’s completion in late 2016.
to help ‘globalise’ their conventions and at the same time, grow their membership,” said Oman’s director general of tourism development for the Ministry of Tourism, Salim Al Mamari. “Oman ticks both of those boxes.”
As well as showcasing the Centre at global industry tradeshows, a delegation from the Oman Ministry of Tourism and representatives from operator AEG Ogden have undertaken the first in a series of exclusive client events in Paris, Geneva, Brussels and London. More than 80 clients with the potential to bring 65,000 convention delegates to Oman attended the presentations.
For the past two years, AEG Ogden’s group manager, convention sales development, Rochelle Uechtritz has been working closely with the Omani authorities in the preopening global positioning and business development for the venue.
“Many of these decision makers are looking for something a little different and unique
“This is my fourth pre-opening of a worldclass convention centre in a ‘green field’ convention destination and I am genuinely excited about the feedback and interest in the venue, and particularly what Oman as a country has to offer,” she said.
More than 70 members of MyCEB’s Industry Partners Programme attended the seminars, entitled “The Incentive Innovation Seminar” and “Using Technology to Achieve Better ROI for Events & Venues”, including event organisers, professional conference organisers and marketing and communications personnel of various organisations such as Hot Shoe Show & Company, Setia City Convention Centre, and MCI Malaysia. As part of an exercise conducted during the innovation seminar, participants were asked to create a spectacular welcome event for the Meetings & Events Australia (MEA) 2014 Conference which will be held in Kuala Lumpur, Malaysia from May 14–17, 2014. This marks the first time the conference is taking place in South East Asia and only the second time outside of Australia. The session, which included site inspections and creative implementation, was presented by Australian events professional David Grant, who provided insights on case studies as well as best practices on event organisation. “Today’s session is truly inspiring, there were lots of people with fantastic ideas for the Malaysian events industry,” he said. “With more opportunities, I think people will be more receptive to new ideas.”
‘Megatrends’ will shape the meetings industry New international research released by the German Convention Bureau at last month’s IMEX America has identified five “megatrends” for the meetings industry. The Meetings and Conventions 2030: A study of megatrends shaping our industry report identified technology in work and life, globalisation and internationalisation, mobility of the future, sustainable development, and demographic change, feminisation and diversity as the five trends which will influence how the industry develops. In the study, more than 41.6 per cent of respondents identified technology to be very influential in the future of the meetings business, with new forms of knowledge transfer set to influence all phases of event planning. Approximately 28.6 per cent felt very strongly that globalisation will also have a major impact. Meetings will be all the
more important to address issues that arise through increased interconnectedness of cultures and peoples, and individuals will need to be more aware of nuances regarding cultures, preferences and lifestyles, and speak multiple languages. Getting to and from events easily and comfortably and with the smallest possible ecological footprint will continue to be an important aspect of event planning, according to 26 per cent of respondents. Host organisations will have more impact on this process through the selection of easily accessible destinations and the use of “event tickets” for air and train transportation. Sustainability will remain a guiding principle influencing all areas of meeting planning, from construction and renovation of venues, to transportation, food and entertainment. One aspect of this development is the increasing “regionalisation” of meetings, where meeting
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organisers focus more on utilising local suppliers as well as inviting local and regional audiences more than before. Demographic change was cited by 18.2 per cent of respondents as “very strong.” An increasingly older meeting attendee population will require accessibility, but the implications extend significantly beyond getting around; they affect the meeting format, as well as the credentials and demographics of the speakers and presenters. Additionally, as more women participate in meetings, features such as additional security for women travelling alone and child care, among others, will need to be considered. Meeting topics and flexible formats will also be shaped by the growing number of females travelling to meetings and conferences. Similar considerations, such as food choices and holiday observances, must be made as meetings become increasingly diverse.
Survey reveals strangest places for meetings A recent global survey by Regus, the world’s largest provider of flexible workplaces, has revealed the top 10 strangest corporate meeting venues. The survey asked more than 26,000 respondents from over 90 countries about the strangest place they had ever had a business meeting, with the answers ranging from surprising to bizarre. Amongst the meeting places cited were on top of a concrete water tank, in a wheat
field, in a tent on a mountain at 16,000ft (4876 metres), a convent, an old railway tunnel, a nursery and a maggot farm. The top 10 strangest meeting places globally, as determined by Regus, include in the bath, at a cycling event, in a cave, in a rubbish dump, at a wedding banquet, on a sleigh, in a Brussels sprout field, on a navy warship, in a shed, and in an office pantry. “The strange places that people find themselves in for business meetings – from bathrooms to scaffolding platforms – show just how open-minded and flexible people have become in the business world,” a Regus spokesperson commented. “The venues revealed in this research may not be to everyone’s liking, and some certainly give pause for thought in terms of safety and professionalism. “Luckily for less adventurous professionals, a huge network of professional and productive meeting places is available around the world helping them focus on targets rather than their unusual surroundings.”
Asia Pacific travel market surges The Asia Pacific region has become the world’s largest travel market and is expected to reach US$351.9 billion this year, according to research firm PhoCusWright. The figures were released at the sixth edition of travel expo ITB Asia (pictured), which took place at the Suntec Singapore Exhibition & Convention Centre in October. The Asia Pacific travel market ousted Europe to become the world’s biggest regional travel market in 2012, earning gross bookings of US$326.2 billion and is expected to grow another 8 per cent in 2013, backed by the emergence of the economic powerhouses of China, India and Southeast Asia. “We expect Asia Pacific travel market to maintain its growth through 2015 to reach US$407.3 billion and China will account for a third of that,” said Chetan Kapoor, research analyst - Asia Pacific, PhoCusWright. “The Indonesian market is also poised for rapid development in the next three years and double-digit growth is forecast for several Asia Pacific markets through 2015.”
A UNIQUE VENUE COLLECTION Spectacular facilities across Sydney, ideal for every occasion Royal Randwick, Rosehill Gardens, Canterbury Park and Warwick Farm will impress delegates and guests with the spectacular surrounds of these unique venues and international cuisine prepared by award-winning kitchens. With ample space and free parking at each venue, the Australian Turf Club is the perfect choice for your next corporate or social event.
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Exterior Grand Pavilion, Rosehill Gardens
Royal Randwick’s Spectacular Ballroom
Grand Pavilion Level Two, Rosehill Gardens
The new Royal Randwick Grandstand
www.cimmagazine.com Convention & Incentive Marketing, November 2013 15
COVER STORY
There has been significant recent investment in the tourism and meetings industry – both in terms of new infrastructure and also in the promotion of New Zealand as an international business events destination. Tourism New Zealand was recently given an additional $34 million over four years to enhance its activity under its business events campaign “100% Pure New Zealand – Beyond Convention”.
Beyond the agenda New Zealand has been regularly cropping up as one of the “must visit” destinations for global travellers. Regularly featuring in Lonely Planet’s Top 10 Best Cities to visit list, with Christchurch this year and Auckland in 2014, Australia is well poised to take advantage of its Trans-Tasman neighbour and all the many wonderful opportunities it has to offer business event and incentive travel organisers.
View slideshow in the CIM iPad app.
The range of venues on offer in New Zealand is set to increase in coming years, thanks to recent proposals to build a $402 million International Convention Centre at SkyCity Auckland and new convention centres in Christchurch and Queenstown. Auckland’s International Convention Centre is slated to open mid/late 2017 and is located in the heart of Auckland’s central business district, within walking distance of more than 4700 hotel rooms and numerous shopping and restaurant precincts. Auckland is the gateway into New Zealand for many, with the current SkyCity Convention Centre in Auckland catering up to 1700 delegates theatre-style, while Aotea Centre’s ASB Theatre caters for up to 2068. Outside of Auckland, Claudelands Conference & Exhibition Centre in Hamilton has room for 6000 theatre-style, Rotorua’s Energy Events Centre caters for up to 4000 theatre-style, and Michael Fowler Centre in Wellington accommodates up 2209 in theatre-style. On the South Island, the Air Force Museum of New Zealand’s new Conference and Events Hall, in Canterbury, has theatre-style capacity for 1100 delegates, Queenstown
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Events Centre has room for 1700 and the Edgar Centre in Dunedin caters for 2800 theatre-style. It appears to many outsiders that Kiwis only construct new buildings in order to jump off them attached to a piece of elastic, and it is not stretching the truth to say that New Zealand is home to some truly exhilarating activities. If they’re not bungying, they’re jet boating, ziplining, rafting, sailing, luging or generally having a great time in some of the most spectacular landscapes on the planet. But it’s not all high adventure on offer, as Kiwis can kick back with the best of them. New Zealand has possibly more wineries than sheep, and if you haven’t tried a local sauvignon blanc you’re missing out on some of the best in the world. Combined with its world-class cuisine using its much sought after home grown gourmet produce, cosmopolitan cities, and luxury accommodation and venues, New Zealand really does have everything for business events travellers, and all easily accessible. If that isn’t enough you can also visit Middleearth on a Lord of the Rings tour. Australia is New Zealand’s strongest inbound market for conference delegates, followed by North America, China and Europe. Tourism New Zealand is targeting international associations and corporations representing the sectors where New Zealand holds international expertise – marine, aviation, health science, high value foods and earth science. New Zealand has wholeheartedly embraced the Mãori concept of manaakitanga – the act of giving and making people feel welcome – which combined with its mix of world class venues and stunning scenery creates a business events destination that goes beyond conference centres and meeting rooms to the real New Zealand where adventure and rejuvenation await.
Q&A
Cooking with gas The Australian Petroleum Production & Exploration Association Conference & Exhibition is widely accepted as the premier oil and gas event in the southern hemisphere. Ylla Wright spoke with its director – events, Julie Hood, at this year’s event, held at the Brisbane Convention & Exhibition Centre.
Q What’s your role with the Australian Petroleum Production & Exploration Association (APPEA)?
your competitive negotiating power, because they know you’re coming, but I’ve been surprised. It gives you a regularity that allows you to think about the space and how you can use it, so you can start thinking concepts for the gala dinner and welcome function two or three years ahead. We came up with a concept two years ago and I want to save that for Perth, because it will work best there.
A My role is to direct and manage the event for the association over the year. This is our flagship event for the association, but also it’s the flagship event for the Australian oil and gas industry. The event is the largest annual conference of its type in the Southern hemisphere. And it’s growing each year. In 2001, when I took the event over, the exhibition had 84 booths. Now there are 425.
Q What was the deciding factor that made you look at the Centre in 2010? A When I went from the BCEC to APPEA I didn’t think Brisbane was commercially viable for us. Then we went to other cities that were, to be honest, a bit cheaper on the room hire, and which chased your business a bit more. Then the gas industry grew, the event started being more commercially viable, and it was just the right time for us to go back to Brisbane.
Q Why is it important for the association to get its members together? A So much gets learnt from people just talking. We take maybe 60 per cent of the Centre, but most of the rest of it is booked by spin-off meetings. The desire to hold meetings is so strong we’ve set up a separate meetings zone with meeting pods on the mezzanine level. It’s a way for people to have relatively upmarket meetings in a discreet environment. If you have a banker or exploration group meet in public and a journalist or competitor walks past, it can become front pages news. It’s always front of mind that this is a business conference.
Q How many delegates did you have
this year?
Q Is this an event you can quantify how much business is done at? A Not really. They often say that the business you see being done is
nothing compared to the business you don’t see being done in the corridors of the conference. It’s like any conference – the chats you might have had in 2009, the contacts that you get, might not come to fruition straight away but they will later on. Q Was this year the first time you had the conference at the Business
Convention & Exhibition Centre (BCEC)? A APPEA first had it in 2000. I was an event manger for the Centre at the time, and did the event management side of the conference then. I then bought it back in 2010, for our 50th anniversary. Brisbane is now on a three year soft rotation, which goes Brisbane, Perth, “somewhere else”. With the Queensland coal seam gas and natural gas industry growth, Brisbane is a natural city to be on the rotation. Q Does having worked at the Centre make it easier to bring an
event here? A It does. In 2010 it was almost a decade since we’d last been here but it was a pleasure to deal with familiar faces, and it went off really well. It was nice for me to “take it home”. I had an immense sense of pride. It was a huge decision to leave the Centre but I left because I saw a conference that I was really impressed with, and to bring it back bigger, and for the Centre to go, this is a great piece of business was great. Q How does the rotation work for you? A I used to believe that having a conference on a rotation negated
A The last count was 3460 including the exhibitors. The exhibition packages come with full delegate passes, so its hard to distinguish the exhibitors. We don’t see exhibitors as second rate citizens. They make the vibe of the event, and the buzz in the exhibition is often what makes the difference. It’s the biggest event in the history of APPEA. There’s been a lot of growth of the industry and ours is a product that people consistently know. Q How do you attract delegates? A We’re trying to be more sophisticated with our marketing but we don’t do anything out of the ordinary; its e-newsletters and email blasts. It is probably one of the only conferences I know that still produces a printed registration brochure. I firmly believe it gets us a significant jump on the numbers. Everyone now is bombarded all the time, via email. An email blast might prompt them, but then you have to have time to think, can I fit that in? It easily gets lost. With the brochures they sit on people’s desks and we make sure the printing is high quality so they pick it up. Q What plans do you have for 2014? A Next year is Perth. It would be inappropriate for me not to plan for 4000 delegates. With that number we’re almost at a different level as to how we handle the number of people. The challenge is managing the numbers; it’s making sure we can still do this part or offer a particular service with the numbers. Do we look at how we cater differently? My biggest challenge though is that, unlike an international conference which comes back every three years, where you can do a Waltzing Matilda and a cute choir and all the internationals go “oooh”, these guys come back every year. You have to keep it fresh each year, and you have to compete for delegates’ conference dollars so they don’t go to the international events.
www.cimmagazine.com Convention & Incentive Marketing, November 2013 17
Northern Territory
Top end performer With Northern Australia on the national radar, new developments, improved air access and a new targeted ambassador program means there are now even more reasons to look at the Top End for your next event, discovers Ylla Wright. With economic growth that’s second to none, new infrastructure being built and expanded international air access with Malaysian Airlines commencing flights between Darwin and Kuala Lumpur this month, the Northern Territory is going from strength to strength. That was the take home message for attendees at the recent Meetings Muster ‘13 road show, which saw the Northern Territory Convention Bureau (NTCB) and eleven industry partners travel around the country to meet with business events organisers interested in holding an event in the Top End.
According to the NTCB, capital city Darwin in particular is experiencing a very strong finish to its 2013 conference season, with attendance levels exceeding expectations and a flurry of prestigious medical conferences bringing many of Australia’s leading medicos to the territory. Last month, Darwin Convention Centre (DCC) hosted four of the country’s most important medical conferences, virtually running back to back and bringing in a combined total of nearly 3000 delegates. Conferences included those held by the Australian Orthopedic Association and The Royal Australian College of General Practitioners, as well
as the Australian HIV/AIDS Conference and the Australasian Sexual Health Conference.
of interest in Uluru with the opening of the Uluru Meeting Place [at Ayers Rock Resort].
“Darwin will probably have one of its busiest years on record in 2014,” says Scott Lovett, NTCB’s director of business events. “We’re seeing strong levels of demand from both corporates and associations, which is good.
“Northern Australia seems to be on the national radar at the moment. And it’s now becoming a pretty serious place to do business.”
“In Alice Springs, the level of enquiries is probably up 30-40 per cent. It’s probably too early to say whether all of that increase is being translated into bookings but more and more Alice is coming into organisations, especially corporate, competitive set. There’s also been a resurgence
Business confidence in the Territory is evident in the raft of new developments that are being undertaken. Hot on the heels of the opening of the new 186 room H Hotel in Darwin comes news that the $140 million élan Soho Suites will open in Darwin CBD in mid2014, offering a combination of hotel rooms plus stylish one and two bedroom apartments
Celebrating
years
Every day we live up to a promise we made in 2008 – to establish Darwin as a world-class business events destination. It has been a gratifying and successful endeavor as we have grown into a mutli-awarded, international standard venue with Darwin hosting the most sought after international and national events. Please join us in making the next 5 years even more exciting and rewarding with your continued patronage and support.
18 Convention & Incentive Marketing, November 2013 www.cimmagazine.com
Photos by Alison Smart & Steve Strike.
Camel riding at Uluru and the iconic Henley-on-Todd Regatta in Alice Springs are both popular with groups.
and penthouse suites, as well as Darwin’s first Korean BBQ restaurant, bar and function/ meeting space. It is expected that the venue will have capacity for 170 guests in a banquet setting or 290 delegates theatre-style. Construction of the second stage of the Darwin Waterfront Precinct is also underway. The new development will deliver 1300 residential apartments, mixed-use commercial and retail suites, a marina, promenades, boardwalks and parklands. Charles Darwin University and The Toga Group, with support of the Northern Territory Government, have partnered to develop a tertiary business and hospitality facility at the Precinct,
which will open in 2014. The Darwin Waterfront Precinct, which is just a short walk from the Darwin CBD, is already home to the DCC, the Adina and Vibe hotels, a range of cafes, restaurants and bars plus wave and recreation lagoons. A new addition to the Territory’s accommodation scene is Hilton Worldwide, which opened three DoubleTree by Hilton hotels and one Hilton Hotels & Resorts property in May of this year. The DoubleTree by Hilton brand is new to Australia and the NT properties are the first in the country to carry the brand. In Darwin, the 235-room Hilton Darwin offers five meeting rooms, including a Grand Ballroom with
a 14-metre ceiling height. The DoubleTree by Hilton Darwin Hotel has 184 guest rooms and meetings capacity for up to 80 delegates theatre-style. The DoubleTree by Hilton Esplanade Darwin Hotel features 197 guest rooms and meeting space for up to 410 theatre-style. All three Darwin properties offer impressive city or harbour views. In Alice Springs, the former Crowne Plaza Alice Springs is now known as the DoubleTree by Hilton Alice Springs. The hotel offers views of the spectacular MacDonnell Ranges and has 235 guest rooms and meetings capacity for up to 300 in a theatre-style format. Selected renovations at the properties are planned to
commence in late 2013. "We are delighted to be able to introduce the DoubleTree by Hilton brand to the Australian market and to add another Hilton Hotel & Resort in the region's most significant areas of growth," says Ashley Spencer, vice president, operations, Australasia, Hilton Worldwide. "We have been looking to enter into the Northern Territory for some time and are committed to making these properties the leading fullservice hotels in the market." Also in Alice Springs, Lasseters Hotel Casino has just opened a brand new 180 seat contemporary-style restaurant called Tali, an Indigenous word meaning “sand dune”, which
Dawn at Darwin Waterfront Precinct
For more than 50,000 years our magnificent NT landscapes have provided meeting places for an ancient culture. From our stunning outdoor venues, rich Indigenous culture, inspiring locations, state-of-the-art convention centre and meeting facilities to amazing meeting venues in remote wilderness locations, Darwin and the Top End is the perfect destination for your next business event.
Visit our website for inspiration, or drop us a line for further information TEL: 1800 656 209 EMAIL: info@ntconventions.com.au WEB: www.ntconventions.com
Start planning an extraordinary NT event today.
TOURNT0020 Top End 225x150 v02.indd 1
9/10/13 5:14 PM
www.cimmagazine.com Convention & Incentive Marketing, November 2013 19
Left: Darwin has a thriving restaurant scene. Right: SkyCity Darwin’s lagoon resort is a recent addition to the city.
SkyCity Darwin, which opened its $40 million tropical lagoon resort in July 2012, was recently named the Best Redeveloped Hotel Accommodation at the Australian Hotels Association Awards for Excellence. New infrastructure is not the only drawcard for groups considering the Territory for an event however, according to Lovett. “We really push the message
Photos of Darwin by Nick Rains.
includes two private dining rooms for smaller groups and a generous shaded deck. Developed at a cost of $4.9 million, the new restaurant is part of an ongoing $35 million venue-wide redevelopment project at Lasseters, which included the opening last year of 66 premium rooms and suites, as well as an extensive new pool area.
that the Territory is an easy place to do business and there’s a high level of relevancy for many industries,” he says. The NTCB, along with Tourism NT, DCC and Alice Springs Convention Centre, recently launched its new NT Business Events Ambassador Program, which includes leaders from key industry sectors such as desert knowledge, health, minerals, oil and gas, renewable energies, education and agribusiness.
Five questions with… Janet Hamilton, Darwin Convention Centre
“The difference with our ambassador program is that we’ve strategically linked our ambassador program, to the economic and social growth drivers of the NT,” says Lovett. “These are all people with great connections to the Territory and people we can put you in contact with really build leverage for your event.”
The new general manager of Darwin Convention Centre, Janet Hamilton, brings to the role 25 years’ experience in major events, special events, marketing, communications, sponsorship and project management. CIM caught up with her at the recent NT Meetings Muster event in Sydney. Q How does your previous experience prepare you for your new role? A I have been very privileged
to hold some fantastic roles in events in Sydney and Melbourne and have been both an event organiser and a venue manager for third party events, so I feel that I can see through different “lenses” to meet our clients’ needs. Q What are your first
impressions of the Centre? A Amazing! It is such a modern and well-designed venue, in a beautiful part of the world. It also has a dedicated and talented group of people working there delivering high quality service. Q What are you most excited about tackling? A The Darwin Convention Centre has a great reputation of meeting its clients’ needs and I want to ensure we continue to maintain this high standard. I am also keen to ensure we
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promote Darwin as a fantastic business events destination. Q What can Darwin offer business events that other destinations can’t? A The Northern Territory is growing in a number of sectors and its close proximity to Asia provides a unique opportunity for events to engage with our region. Darwin is also growing in the sectors of Indigenous health, mining, oil and gas and tropical science and this provides opportunities for conferences to link to these fields of interest. Q What’s the one thing you’d recommend as a must-do for delegates visiting Darwin? A There isn’t just one thing! Watching the sunset at the Mindil Beach Market and relaxing and dining in the beautiful Darwin Waterfront precinct are two favourites. Also, the unique natural wonders of Kakadu and Lichfield National Parks, which are not far from Darwin, are a must.
Left: “Stampeders” make a toast at The Quarry. Above: The Group in Simpsons Gap.
PCOs stampede into Alice It was Alice Springs time to shine in July, when the Alice Springs Convention Centre (ASCC) and Northern Territory Convention Bureau (NTCB) hosted the annual Alice Stampede megafamiliarisation event. The four day famil programme showcased the quirky, cultural and business aspects of Alice Springs, as well as a broad range of activities and venues. Business sessions highlighted some of the extraordinary local speakers and
the breadth of potential industry linkages which could be used as part of a conference program conferences, while Indigenous cultural experiences and a range of corporate social responsibility activities left participants impressed at the options open to them. As a special treat, the group, which included professional conference organisers (PCOs) and incentive specialists as well as representatives from the corporate and association sectors, were all
kitted out with an Akubra hat on the first day of the famil at a special Akubra fitting station in the ASCC. The hats proved invaluable for a range of outdoor activities, which included a guided walk around Alice Springs Desert Park, a visit to the spectacular Simpson’s Gap in the West MacDonnell Ranges and a camel ride with Pyndan Camel Tracks. Accommodation was provided in the new room 66 premium wing of Lasseters Hotel Casino.
“We’ve been delighted with the feed-back received about the Alice Stampede event,” said NTCB director of business events Scott Lovett. “The participants have been effusive in their praise, not only of the famil programme but also the products and experiences they have enjoyed. Without exception, they have all indicated they never dreamed that Alice Springs offered so much for conferences and incentives.”
Beachside Pavilion Darwin’s only 5 star beachside function venue Catering for up to 450 for a gala dinner event | Permanent air-conditioned structure | Total construction cost $1 million Gilruth Ave, The Gardens, Darwin | Tel +61 8 8943 8844 | sales@skycitydarwin.com.au | skycitydarwin.com.au
www.cimmagazine.com Convention & Incentive Marketing, November 2013 21
Adelaide
A brand apart Adelaide is not just undergoing a massive transformation of its Riverbank Precinct, the whole image of the city is being transformed and it’s nothing like we’re used to, discovers Sheridan Randall. We all love a makeover. The discovery that someone, or thing, could look so utterly different from our preconceptions. Think Clark Kent removing his glasses and suddenly – yes it’s Superman. Well Adelaide has just removed its glasses, and we should now get ready to see the city in a whole new way. CIM has previously detailed the massive investment in infrastructure along the Riverbank Precinct and the $350 million expansion of the Adelaide Convention Centre, which are set to put Adelaide on a whole new level in the business events sector. But it is the simultaneous rebranding of the city that is also attracting a lot of attention both in Australia and overseas. The South Australian Tourism Commission recently released a two-part short film series featuring two of Adelaide’s idiosyncratic characters; She Can DJ winner Minx and wine expert Justin Lane. In the films, Minx and Lane provide the voices through which Adelaide’s story is told, challenging current
perceptions and providing a different and unexpected tale of a city is definitely moving with the times. The short film campaign follows Adelaide being named as a Top 10 city to visit in 2014 by Lonely Planet, with the travel publisher’s Asia Pacific sales and marketing director, Chris Zeiher, saying that “Adelaide has certainly shed its conservative robe in recent times and transformed itself into an energetic and vibrant hub of new and exciting experiences”. Jane Jeffreys, chair of the South Australian Tourism Commission, says that the endorsement of Adelaide from Lonely Planet “really supports all the work that we have been putting into repositioning South Australia”. “South Australia and Adelaide are really invigorating
Adelaide is looking to present a more contemporary image.
themselves and positioning themselves as quite a contemporary offering from a tourism and visitor experience point of view,” she says. “The campaign is quite bold, it’s quite creative, it’s got cut through
“The clips that we have commissioned, which are not Watch the video in the CIM iPad app.
Be Consumed campaign builds a healthy appetite for Barossa The new marketing campaign for the Barossa region has scored a major coup taking out the Grand Prix award at the prestigious Cannes Corporate Media and TV Awards, along with the category prize of Best Tourism Advert in the world. Rich visual imagery showcasing the local produce and stunning landscapes are set to Nick Cave & the Bad Seeds song Red Right Hand. “As a born and bred South Australian, I’ve always thought that some people have perhaps lacked a little bit of confidence in South Australia and these sorts of accolades are just the sort of thing to give people the confidence to talk proudly about their state,” says Minister For Tourism Leon Bignell.
and we’re thrilled we’ve got recognition with this award. “Certainly younger people are really excited by what’s happening in our laneways.” The city has handed out 29 new licenses for small pop-up bars over the last 12 months, and a plethora of food trucks have also been operating successfully across the city as part of a pilot program launched earlier this year. Watch the video in the CIM iPad app.
Adelaide is today and shakes off previous perceptions and experiences that people may have had of it being a conservative city,” says Jeffreys.
“The series of films [by SA Tourism] presents what
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standard tourism adverts, get to the heart and soul of what we are about through stories of people who are living and breathing and enjoying being part of Adelaide. “When you work in a crowded market place trying to attract business event travellers brand is important. We are working in partnership with the offerings that we have in South Australia that sit with our arts, our culture, our food and our wine and now taking that
and more importantly books a conference over here or at least comes over and sees what we have to offer.” Simon Burgess, director of marketing and sales at Adelaide Convention Centre, says that the international coverage generated by the new marketing campaigns “will certainly help to bring the city to the attention of meeting organisers”.
Adelaide Fringe Festival’s Garden of Unearthly Delights.
with increased awareness, new infrastructure, new products on all levels and it really is coming together, which is really exciting.” This change of image hasn’t happened overnight, and neither is it simply the latest brainwave from some young advertising executive. The rebranding of Adelaide began five years ago, according to Minister for Tourism Leon Bignell. “We attracted some young,
smart, entrepreneurial types who jumped on board and wanted to partner with us,” he says.
“Adelaide is often misunderstood or overlooked and third party endorsement from publications like Lonely Planet will enhance its reputation,” Burgess says. “It will certainly support our bid to bring major international and national conferences to Adelaide.
“There’s a lot of money being spent by the government but the real win is when everyone gets on board and joins in with the investment and embraces the ideas, and that’s what we have seen.
“We’re seeing more bars, restaurants and hotels opening and being developed than ever before. Promoting Adelaide and the state as an attractive destination with its world class wines, food and tourism drawcards like the Barossa helps to put Adelaide on the map for conference organisers.”
“It’s a magnificent time for us here and we just hope that the rest of Australia takes note
The turf is down and Adelaide Oval is on track for its completion ready for the Ashes at the end
www.cimmagazine.com Convention & Incentive Marketing, November 2013 23
Adelaide Oval’s William Magarey Room (left).
Flying high
of the year. In the meantime Adelaide Oval’s new meetings spaces are already providing organisers with 23 purpose-built function spaces in what is set to become one of the world’s great sporting complexes. Adelaide Oval’s flagship new events space, the William Magarey Room, is located on level three of the Southern Stand, and boasts views over the River Torrens to Adelaide’s CBD for up to 1200 people at a cocktail event. “Whether you’re seeking a large light-filled room for a conference, an intimate meeting room or an impressive location for a product launch or team building
day, Adelaide Oval will have the perfect space to suit your needs,” says Shelagh Stanbridge, Adelaide Oval’s functions and events sales manager. “The range of spaces includes indoor rooms, capable of catering from as few as five or as many as 1200, as well as a number of outdoor spaces such as the iconic northern mound and BBQ terraces.
is already famous.” But it’s not just cricket that will be a coming to the Oval, with Australian Rules Football also set to attract more business events, if Minister for Tourism Leon Bignell has anything to do with it.
Asia X has recently landed in Adelaide launching four weekly flights between Adelaide and Kuala Lumpur, in Malaysia. Emirates has also just celebrated its first anniversary of launching direct services to Adelaide. “In just two years we have 83 per cent more international seats flying into Adelaide,” says Minister for Tourism Leon Bignell. “We have the fastest growing international airport in the country.”
“One of the biggest drivers we are going to have for business
“This, combined with a fivestar food and wine experience and close proximity to the CBD, means Adelaide Oval is attracting significant interest from convenors around the country, as well as internationally where the Adelaide Oval brand
Sky’s the limit with new roll of the dice The planned revamp of Adelaide Casino is one step closer following news that SkyCity Entertainment Group has reached final agreement with the South Australian Government on the detailed terms of the revised regulatory and taxation environments for the Casino.
WHAT’S YOUR STAMFORD SWEETENER?
“The signing of these key agreements is an important milestone and paves the way for SkyCity to proceed with its $350 million investment to transform Adelaide Casino into a world class integrated entertainment and tourism complex,” says SkyCity chief executive Nigel Morrison.
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“Our world class complex will be an integral part of the new entertainment, sporting and arts precinct being developed on the banks of the River Torrens.”
24 Convention & Incentive Marketing, November 2013 www.cimmagazine.com
Adelaide Oval’s new meeting space the Cathedral Dining Room.
events is Australian Rules Football in the heart of our city,” he says. After recently hosting an AFL club managers meeting at the Adelaide Oval’s new meeting rooms, Bignell is aiming to attract the corporate sponsors behind some of the clubs. “We want them to come here to see the football and spend two
Stadium]. Now they will have one of the best stadiums in the world
or three nights here, maybe play golf here on one of our great golf courses, get to McLaren Vale, The Barossa or Adelaide Hills or maybe even Port Lincoln,” he says. “For 20 years since we have had AFL, the clubs have not wanted to bring their teams to Adelaide. They had to go all the way out of the city to West Lakes [AAMI
“If we get the corporates to [come to] watch the AFL and they have such a great experience in and around Adelaide, who knows, they could then say ‘I want to start up an office in Adelaide’. There could be wider economic benefits beyond having them here for the weekend spending their money’.” International events held in Adelaide were up 22 per cent in the 2012-2013 financial year despite the challenges of a higher dollar, according to Adelaide Convention Bureau.
“Infrastructure developments underway in Adelaide, in particular the Riverbank Convention Entertainment Research Precinct, have been instrumental in positioning Adelaide as a relevant and capable host of major international conventions,” says the Bureau’s director of sales and marketing, Martin Radcliffe. “For example the addition and initiatives of the South Australian Health & Medical Research Institute (SAHMRI), the new Royal Adelaide Hospital and a University Cancer Research Centre across the precinct were instrumental in Adelaide securing the MASCC/ISOO International
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AD HERE
come a regular visited by people roduct or service
The Adelaide Convention Bureau hosts a dinner at the Fringe Festival.
Quick facts
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Symposium on Supportive Care in Cancer in 2016. Having secured and hosted other major medical and health related conventions recently the destination is now carving a name for itself in this field.”
during the day, but also to entertain delegates at night,” says Radcliffe. “For example the World Aquaculture Congress taking place next year with 3000 plus delegates will be utilising the precinct in this manner.”
South Australia is capitalising on its areas of expertise, leading the world in fields such as defence, gas exploration, biotechnology and wine production and this is evident in some of the international events secured in recent times.
The Bureau is also increasing its focus on the Chinese market, with this year marking its first foray to China Incentive, Business Travel & Meetings Exhibition in Beijing. This followed up last year’s familiarisation for a group of key Chinese incentive agents, with the Bureau partnering with Tourism Australia.
“The wider precinct, including an expansion of the Adelaide Oval, offers organisers the ability not only to host their conventions
“This allowed the option not only to showcase the best of South
Australia but to further enthuse operators and stakeholders in Adelaide about working with the Chinese market.” Feedback from Chinese buyers is that having experienced the better known Australian destinations, they are ready for new horizons, with South Australia and Adelaide set to benefit from its reputation for attractions beyond the new infrastructure development.
• The Adelaide Convention Bureau secured 139 events, 11 of which are international, that will generate 140,000 bed nights and inject $103 million into the state economy in the coming years ahead. • The Adelaide Convention Bureau generated $103 million of future business in the 2012/13 year. • The number of bids submitted is up 15.8 per cent on target. • The number of events secured is up 8.3 per cent on target.
“Adelaide and South Australia’s reputation for wine and wildlife, such as Penfolds and Kangaroo YOUR AD Island, is generating strong HERE interest, and we are gaining good traction for our other assets such
YOUR AD HERE • The number of international events won is up 22 per cent on target.
• The bid split is 79 per cent national versus 21 per cent international.
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Hotel boom on the way Adelaide is set to see a plethora of new hotel beds come on line over the next few years, with investors pouring $230 million into five new hotels from 2014, bringing 600 new hotel rooms on line in the next 12-18 months. A new IBIS Adelaide (pictured) is to come on line in early-mid 2014. The $65 million hotel on the corner of Grenfell and Twin streets will feature 311 rooms. The new Mayfair Hotel is due to open on the corner of King William and Hindley streets in the historic Colonial Mutual Life building. The $35 million hotel will feature 174 rooms. Other hotels include a $100 million 28-storey, 5-star hotel with 300 rooms on Currie Street; a $25 million hotel on the corner of Hutt Street and South Terrace with 117 rooms; and a $5 million six-storey boutique hotel with 20 rooms on the corner of Ebenezer Place and Union Street. The Stamford Plaza has also recently completed a $9 million refurbishment of its 334 accommodation rooms.
as cuisine, beaches, city festivals and the outback,” he says. “We are aware that with China relationships are key and built over time, and therefore over the coming years are committed to ongoing work in this area. “The Bureau is also working to leverage off some of the wider connections and initiatives between Adelaide, South Australia and China. These
include a burgeoning Chinese student population, a significant China Engagement Strategy lead by government, sister relationships with Shandong province and Qingdao, cultural connections through major arts events such as OzAsia, and even the prestigious honour of Adelaide Zoo participating in a Panda breeding program with China.”
The new campaigns aimed at repositioning Adelaide’s image are also set to play a part in attracting delegates, according to Radcliffe. “There are some creative campaigns and initiatives underway at the moment, including great support from Council and Government to activate Adelaide’s laneways and public spaces, all supporting
a really vibrant city of culture, entertainment and great cuisine,” he says. “At the end of the day convention and event organisers make rational industry-based decisions. However any decision has that emotional factor and if they know delegates will have a fun and memorable time here then the decision of course becomes easier!”
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www.cimmagazine.com Convention & Incentive Marketing, November 2013 27
island meetings
Castaway conferences
Watch the video in the CIM iPad app.
Islands have always held a special place in our imagination since Robinson Crusoe entered our collective psyche. Though the amenities of most islands have improved dramatically since then, the desire to get away from it all remains, with the plethora of small islands in close proximity to Australia providing the perfect escape, discovers Sheridan Randall.
Part of the appeal of any type of meeting is simply to get away from the everyday, and there is no better way to literally get away from it all than heading to an island. Australia has a diverse range of appealing islands to choose from, particularly on its eastern seaboard side, with everything from boutique luxury to tropical paradise only a few hours away by air. Lord Howe Island is a special place for a number of reasons. At only 10km long and 2km at its widest point, Lord Howe is a pint sized ecological treasure trove, only two hours flight from Sydney or Brisbane. A former whaling colony, the islands of Lord Howe are now UNESCO Heritage-Listed, and with a cap of 400 visitors at any one time, conference groups can often feel like they are the only visitors on the island. “When you hop off the plane at Lord Howe it feels like you are stepping back almost 30 years in time,” says Lauren Douglass, the tourism manager of Lord Howe Island Tourism Association. “Everyone gets around on push bikes, people leave their keys
in their car ignition and most accommodation properties don’t have keys for their rooms. It’s a very different feel.”
says Douglass. “They had that chunk of the day to go out and experience the island and still get their conference in.”
Air access is via QantasLink, and with only 19 properties on the island, from all inclusive to self-contained, Lord Howe is best suited to smaller conference
Bushwalking, fishing trips and exploring the reefs either in the water or on a glass bottomed boat are all popular activities. Golf is also a drawcard with
“When you hop off the plane at Lord Howe it feels like you are stepping back almost 30 years in time.” groups, according to Douglass. With some regular conferences of between 20-50 delegates, the island has also hosted The Australian National University College of Law’s Towards Global Artificial Photosynthesis Conference, with 110 delegates, and the Australian Small Islands Forum, which attracted 120 delegates to the forum and 180 visitors altogether. “Because Lord Howe is such a small island and there are so many activities and things to do here what we did is schedule all our sessions in the morning with a long break from lunch, with people reconvening at 5pm through to dinner and beyond,
the island’s 9-hole golf course booked out for the Small Islands Forum, where the delegates enjoyed their farewell function at the course’s club house that overlooks the ocean. With almost all the properties within a short walk or bicycle ride from each other, the delegates enjoyed meals at different locations throughout the island “so we could share out all the restaurants and cafes, so that our visitors got to experience different places rather than just the one”. “In the evening the lodges will drive visitors to the restaurants and back to their accommodation, all free of charge,” she says.
28 Convention & Incentive Marketing, November 2013 www.cimmagazine.com
Lord Howe Island comprises of 28 islands, islets and rocks. Most of the island is virtually untouched forest with many of the plants and animals found nowhere else in the world.
The largest meeting space on the island is the Community Hall, which Douglass describes as “homely”. “The Community Hall sits 125 comfortably and is a little bit of an old fashioned hall, with quite a bit of charm,” she says. “It has a wireless projector but the phone is one of those old fashioned dial ones. That has quite a bit of an appeal for people.” Another island gem only two hours flight away from the eastern seaboard is Norfolk Island. With a chequered past that includes time as a penal colony, settlement by Polynesians, and eventually permanent settlement by inhabitants from Pitcairn Island (themselves descendants of the infamous Bounty mutineers), Norfolk Island offers conference and incentive groups something out of the ordinary, with its “friendly people, high quality restaurants and beautiful subtropical weather”. “The stunning beauty and
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Left: Norfolk Island. Above: Lord Howe Island.
sophistication are not really known,” says Glenn Buffett, Norfolk Island Tourism’s general manager. “Beautiful coastline, beautiful beaches and a golf course all steeped in incredible history.” Many of the island’s hotels are undergoing a refurbishment and catering to a more sophisticated market, according to Buffett, and with direct air access with Air New Zealand, accessibility is easy. With a group size of up 150 delegates ideal, the island can accommodate larger meetings as evidenced by it hosting a Rotary Conference with around 270 delegates this year. For Rotary district governor Lindsay Ford, the choice of the “amazing” Pacific Island came down to the unique and special experiences that the “jawdroppingly beautiful, historic and ever-so-slightly-quirky” destination offered to delegates. As well as attending a welcome reception at the island’s Georgianera Government House, delegates enjoyed a beach fête, and a celebration with street stalls, events and dinner on the main street of the island’s principal settlement of Burnt Pine.
Destination Management Company SEIT recently added Norfolk Island to its portfolio, with managing director Kathy Graham describing the island as an “uncommercialised destination with everything required for your conference or incentive group at your fingertips”.
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“Norfolk Island has outstanding venues, great ground touring programs and an extraordinary variety of venues both in and outdoors for functions,” she says.
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“A new destination always has its appeal. Norfolk Island offers conference groups a variety of soft adventure, amazing food and an eco-friendly environment.
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“Enjoy a day out on the water, fishing, swimming, surfing, snorkelling the reef or just relaxing in the sun. Relish in the amazing bird life, walk the various tracks of the national park, take a journey by horseback or experience a round of golf on the heritagelisted golf course overlooking the Pacific Ocean.” Slightly further afield, Fiji is a well-established destination for Australian event organisers, with the strong Australian dollar making the South Pacific island “an economically appealing
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A Bounty of history Norfolk Island is part of the Commonwealth of Australia, but it enjoys a large degree of selfgovernance. It has a population of 2300 people, with about half of the islanders able trace their roots back to neighbouring Pitcairn Island. The evergreen Norfolk Island pine is native to the island and is pictured on its flag.
option for the Australian business events sector, with the conference and incentive market growing year on year,” according to Sally Cooper, Tourism’ Fiji’s new director of events.
“Furthermore Fijian operators continue to enhance their product offering with a number of new events and activities which have undoubtedly helped to lure repeat clients and ultimately attract a greater share of the Australian market.”
“Only four hours from the east coast of Australia, Fiji abounds in natural beauty, unique culture and the friendliest population on the planet,” she says. “We have the infrastructure for large conferences and exhibitions as well as16370_CIM a superior inventory for MAGAZINE HALF PG.pdf luxury incentive programs.
Since Cyclone Evan, many Fijian properties have undergone upgrades, particularly on the western side of the main island of Viti Lev, according to Cooper. 1
“March 9/09/13 2014 1:09will PM see the Starwood group launch its new conference
centre on Denarau and a new resort on Tokoriki Island, the first Ramada resort will open in Nadi Bay and there are plans to rebuild Momi as well as a casino with conference facilities,” she says. “A four lane road from the Nadi International Airport to Denarau Island will also operate next year in addition to a bridge from the mainland to Denarau Island enabling better traffic flow.” Tourism Fiji recently announced it would pull out of the annual Bula Fiji Tourism Exchange and
launch its own trade show, the Fijian Tourism Expo, in early May next year, showcasing Fijian culture and the very best Fiji has to offer the global tourism market. “Event organisers can expect a large scale well planned expo, complete with the warm and friendly hospitality that Fiji is famous for worldwide,” Cooper says. “The Expo will feature live performance from local musicians, cultural groups and artists, and it will also include extensive
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30 Convention & Incentive Marketing, November 2013 www.cimmagazine.com
Right: Denarau Island in Fiji.
networking opportunities throughout each day and during nightly post show events.” The new Sheraton Fiji Resort & Spa, Tokoriki Island is the fourth property within Starwood’s Fiji portfolio. Owned by local Fijian proprietary company, Ritam Investments, Starwood will manage the luxury island resort under its Sheraton brand on a long-term contract, following a conversion project in excess of $20 million.
Slated to open in April 2014, Sheraton Fiji Resort & Spa, Tokoriki Island, previously an independent resort devastated by Cyclone Evan, will be located on a 35-acre site in the southwestern corner of Tokoriki Island, the most northern island within Fiji’s Mamanuca group. As one of Fiji’s largest upscale island resorts, Sheraton Fiji Resort & Spa, Tokoriki Island will feature a total of 101 guest bures, rooms and suites. The resort will also feature an on-site, modern
day spa and a choice of three dining venues including an allday dining restaurant, light-fare café and casual bar. There will also be extensive leisure facilities, including an outdoor swimming pool, fitness centre, tennis courts, kids club, two boutique shops and a “Gold Class” style cinema accommodating up to 50 people. The resort’s redeveloped function area and beachfront landscape will offer meetings space for up to 140 guests. “We are thrilled to announce
this new partnership with Ritam Investments, a wellestablished Fijian identity with over 40 years’ experience in local operations, to further expand Starwood’s portfolio in the region,” says Sean Hunt, regional vice president, Pacific, Starwood Hotels & Resorts. “The signing of Sheraton Fiji Resort & Spa, Tokoriki Island, increases our properties in Fiji to four and further solidifies our position as a market leader in the destination.”
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www.cimmagazine.com Convention & Incentive Marketing, November 2013 31
SABAH
Naturally inspiring Sabah in Borneo is one of the Malaysian business events industry’s best kept secrets, but not for long. Known as the “land below the wind”, Sabah is the second largest state in Malaysia and one of its most beautiful, famous for its abundant natural beauty and rich cultural diversity. Located on the northern tip of Borneo, it is an increasingly popular option for pre and post touring programmes for conferences held in national capital Kuala Lumpur, and incentive programmes. Sabah’s capital Kota Kinabalu is also no stranger to hosting business events, with hotels such as Sutera Harbour resort, Hyatt Regency Kinabalu and Shangri la’s Tanjung Aru Resort & Spa having meetings capabilities.
be impressed with what Sabah has to offer for their next event.” With Sabah’s natural beauty and bio-diversity one of its biggest drawcards, a highlight of any trip to Sabah is a trip to Mount Kinabalu, the highest peak in South East Asia at over 4000 metres, in Kinabalu National Park. A UNESCO World Heritage Listed Site, the park is home to an amazing array of plant life. Sabah is also home to some of the best dive sites in the world. Visitors are able to travel to the marine park in just 10-20 minutes aboard a boat from Kota Kinabalu. Further afield, Pulau Sipadan is considered one of the world’s most beautiful dive sites, ranked fifth in Lonely Planet’s top 10 dive sites list.
“The Great Ape Encounter at the Orang Utan Rehabilitation Centre sees delegates join caretakers as they go about their daily tasks.”
“As Malaysia’s status as Asia’s business events hub increases, events are being hosted nationwide in a number of varied and distinctive locations,” says Zulkefli Hj Sharif, chief executive of Malaysia Convention & Exhibition Bureau (MyCEB). “Sabah is one such destination that is gaining popularity. Set against a naturally inspiring backdrop, Sabah manages to showcase a consistent development of products and services while at the same time preserving its lush tropical landscape. Accompanied by the rich cultural element of nearly 32 ethnic groups delegates are sure to
Home to diverse ethnic communities, delegates are able to get a taste of these cultures by visiting the Mari Mari Cultural Village, situated in a remote forest setting in Kionsom, Inanam, just 25 minutes from Kota Kinabalu. Visitors can experience various activities such as a blowpipe-making demonstration, fire-starting using bamboo and tattoo-making, and gain an in-depth look at the mystical symbolism behind them.
Event name: Roche Products Asia Pacific Country Clinical Operations Conference Location: Shangri-la’s Tanjung Aru Resort Date: May 6-10, 2013 Group size: 250 “‘Awesome’, ‘inspirational’ and ‘world class’ was the overwhelming feedback received from our conference attendees after our recent training event in Kota Kinabalu. I would recommend Sabah to anyone who is looking for a unique destination in which to hold their next event. I was amazed by the professionalism and creativity of everyone we worked with, from the hotel to the audio visual company, to the staff at Sabah Tourism, I really felt we were all working together as a team to create a truly memorable event for our people.” Cheryle Riley, event coordinator, Roche Products.
Or hitch a ride back to a different era with the North Borneo Railway. Built in 1896 to connect the Island’s interior to Weston port, the beautifully preserved steam-powered locomotives can be used for scenic trips or meetings.
Event name: Neways Diamond Adventure 2013.
One of the most popular options is the Great Ape Encounter at the Orang Utan Rehabilitation Centre, which sees delegates join caretakers as they go about their daily tasks, protecting the rare and endangered ape, which is only found in the forests of Borneo.
“Neways International (Australia) brought 200 of its most senior distributors to Sabah for a conference in Kota Kinabalu and the location, the facilities and the people could not have made a better impression. Sabah is a jewel of nature and our visit has resulted in us adopting the region’s sun bears as a corporate cause. Outside of the conference, the adventure, wildlife and cultural activities we undertook while in Sabah have created life long memories that will be treasured.”
With so much variety already on offer and more infrastructure being built as visitor numbers increase, it’s little wonder that Sharif says that MyCEB is looking forward “to further boosting Sabah as one of the preferred business events destinations in Malaysia”. Watch the video in the CIM iPad app.
Events wrap-up
Alex Yeomans was a guest of the Malaysia Convention & Exhibition Bureau.
32 Convention & Incentive Marketing, November 2013 www.cimmagazine.com
Location: Kota Kinabalu Date: October 7-14, 2013 Group size: 200
Susan Mai, promotional marketing manager, Neways International (Australia).
for 2014
s
5-star luxury
Luxury on any budget Making people feel special is integral to any event and adding a touch of luxury is a great way to achieve this. How that luxury is delivered can come in many forms, from the location through to the food, discovers Sheridan Randall.
Watch the video in the CIM iPad app.
34 Convention & Incentive Marketing, November 2013 www.cimmagazine.com
Adding a touch of luxury to your coffee breaks at Shangri-La Hotel Sydney. Opposite page: Darleys Restaurant at Lilianfels Resort and Spa.
events for high-end brands, government delegations as well as welcoming heads of state, members of parliament and royalty for celebration dinners and commemorative occasions. “Many of our event guests dream about coming to a beautiful hotel in the city for an extravagant event where they will dine in style, drink beautiful wine and get dressed up in their best,” says Jessica Somers-
they develop alongside our chefs, even to the point of custom-made macarons in the company colours for creative coffee breaks and morning tea,” she says. “They add an extra element of indulgence and more opportunities to create a grand impression throughout the event.” With its views across the Blue Mountains, Lilianfels Resort and Spa offers guests and event organisers “old world charm that you experience in Europe”, according to its general manager, Ralf Bruegger.
“At Lilianfels we try to provide service that’s genuine but not over the top.”
Offering “contemporary luxury in an iconic location” the hotel commissioned eight Australian artists to create a collection of photographs, paintings and sculptures to reflect Australia’s many characteristics. Designed to blend in with the landscape of the harbour, it also “provides guests and visitors the feel of an intimate harbourside residence”. No stranger to putting on the best, Shangri-La Hotel, Sydney has hosted hundreds of VIP Right: The new Grand Ballroom at Shangri-La Hotel Sydney. Below: The Spa at Lilianfels.
Haggie, the hotel’s director of communications. “The new advertising campaign for the newly renovated Grand Ballroom is actually based around this concept of fantasy and capturing special and private moments during the evening.” The hotel also prides itself on its food and beverage offering by its team of award-wining chefs. “We have noticed many clients are after a bespoke menu which
Situated within the grounds of the historic homestead and original summer residence of Sir Frederick Darley, Lilianfels provides a type of luxury that doesn’t put people “outside of their comfort zone”, rather like Bruegger himself, who must be one of the only 5-star property managers never to wear a tie. “My philosophy has always been to provide the best service you can without thinking you are the one that actually owns the joint,” he says. “Here we try to provide service that’s genuine but not over the top.
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If you have the budget a sure fire way to impress clients and guests alike is by holding an event or meeting in an iconic location, and they don’t come more iconic than the Park Hyatt Sydney, which is recognised worldwide as one of the most glamorous hotels in Australia. Its location right on the harbour with uninterrupted views of the Sydney Harbour Bridge and Opera House is in itself a statement about luxury, as it “tells the story of Sydney”, according to Sarah Endres, the hotel’s sales and marketing assistant.
www.cimmagazine.com Convention & Incentive Marketing, November 2013 35
Luxury with a Victorian touch Currently celebrating its 130th birthday, The Windsor Hotel Melbourne is no stranger to giving a touch of luxury to its long list of distinguished guests who have stayed there, from Sir Laurence Olivier, Vivien Leigh and Muhammad Ali to Katharine Hepburn and Sir Anthony Hopkins. “Ultimately it’s about the client not the hotel – it simply helps enormously when you have 130 years of history and style available for their benefit,” says Victoria Batters, the hotel’s marketing manager.
“We get a mixture of guests here – the ones that can afford to be here and the people who normally wouldn’t spend $600 in a weekend but want to spoil themselves. For us the important part is that we provide both of them with fantastic customer service. If the service is not right that’s the only thing you will remember.”
renovated back to its glory days of Sir Frederick Darley and his family,” he says. “It just looks stunning and you walk in and go ‘wow this great’, but it’s not overpowering and doesn’t make you feel that you don’t belong here.”
With the “elegance and calmness of the landscape all part of the pure luxury”, Lilianfels also prides itself on it gourmet food offering at its Darleys restaurant, the most awarded fine dining restaurant in regional NSW.
Peppers Manor House, in the Southern Highlands of NSW, is another property that takes great pride in its food and wine offering. Under the leadership of new general manager Jesse Kornoff, and with a new executive chef Daniel James, the historic property aims to put its Katers restaurant back on the foodie trail.
“We are half a point of two chef’s hats and the place has just been
“My background is food and beverage and that’s what I get
excited about,” says Kornoff. “The restaurant was hatted in 2009 and 2010 and with the team I have here now I am very confident we can do that leading into next year.” Promoting the local produce and emerging wine region, Kornoff says that having an exceptional food and wine offering is “becoming more of an expectation within a luxury market”. “People also want the story of where it all comes from”, he says, with the hotel teaming up with local suppliers of mushrooms, truffles, olive oil and ciders sourced within a 35km radius. Beef, lamb, pork and
duck are sourced either from the Highlands or neighbouring Picton and Crookwell regions, while a centrepiece of the property’s manicured gardens is the newly planted chef’s garden. “When the guests are checking in the chefs are out there [in the garden] and say hello while picking produce,” he says. Peppers Manor House has also unveiled a new event space, The Stables, a room that was formerly the original Manor House tack room. Now restored in keeping with its rustic history, the space caters for up to 20 guests. “We wanted to keep it rustic and historic and when conferences
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are coming away for more than one day they may not want to dine in the restaurant every day,” he says. “You may want a grazing dinner in the garden or a degustation dinner in the Stables. The possibilities are there to have a number of different experiences in the one venue.”
To the Manor born Peppers Manor House, in the Southern Highlands of NSW, was originally part of the estate of Dr Charles Throsby, a well-known pioneer of the area. In 1878, Henry Edward Kater bought the estate and built the first substantial single story house on the present site. Sir Norman Kater inherited the property in 1924 and expanded the house in 1926 creating the Great Hall in the centre of the house, and added the two-storey wing and several bedrooms upstairs. The property’s new events space, The Stables, reflects the Manor’s history.
You don’t necessarily even need a special venue to create a sense of luxury, with Melbourne-based venue manager and caterer Atlantic Group V being called upon to cater for events at spaces including car parks and rooftops. By bringing world class hospitality and luxurious event experiences to any location “businesses have a broader option of event locations to fit into their budget – and often means that they can spend less on expensive hire fees and more on the small touches that really add luxury to event experiences”, says Jessica O’Brien, Atlantic Group’s communications coordinator. “Luxury by definition is ‘a pleasure out of the ordinary allowed to oneself’ and this is a mantra that informs the way we approach everything we do,” she says. Describing dining as a “sensory experience”, the food should
“enhance and complement your surrounds, engage all your senses and challenge what you understand about flavours,” she says.
at Auckland-based caterer Urban Gourmet, says that all the aspects of catering “can give a luxury element to an event”.
“The combination of small pleasures throughout the night – the sights, the smells, the sounds, the tastes – is what creates pure luxury.
“The type of linen, crockery, glassware and cutlery must be considered alongside the presentation of the food and the ingredients,” he says.
“There is no point trying to create luxury by spending large on one element of the event and then neglecting the other parts; this will not complement the overall experience for the guests.”
Considering the guest demographics is also vital, according to Blair, who advises that organisers think carefully about “who the guests are and what will impress them”.
Blair Jagusch, general manager
“It could be trying a beef fillet
that has been house smoked or perhaps creating a twist on a classic dish that utilises unique ingredients such as smoked eel or bone marrow,” he says. For larger events, an oyster bar or an interactive seafood station could also be a cost effective way to provide a unique experience. “The key to making a memorable event is that it must consider all elements of the guest experience from the arrival cocktail right through to the type of food and how this all connects to the venue,” he says.
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event report
The 54th annual Australian Medical Students Association National Convention Client: Australian Medical Students Association (AMSA) Event: 54th Annual AMSA National Convention
The event
Attendees: 1400
Australia’s budding future healthcare professionals convened at the Gold Coast Convention and Exhibition Centre (GCCEC) for the 54th annual Australian Medical Students Association (AMSA) National Convention. A four day jam-packed academic program, and an impressive social program complete with a lavish gala dinner, proved the highlight of the year for many of the 1400 student delegates from 20 medical schools across Australia and New Zealand. As the peak representative body for Australian medical students, the key mandate of the Association is to connect, inform and represent 17,000 medical students. Providing a platform for advocacy, the world’s largest student-run
Days: seven days (four-day academic program) and one-day (offsite) Number on organising team: 85 students (including 16 committee members) Date: July 7-13, 2013
The exhibition floor was also the venue for some meal breaks.
convention celebrates advances in knowledge and technology including the major shifts in how the medical profession teaches and practices medicine. This
Convention enabled delegates to explore broad topics including mental health, medical training and refugee health in addition to practical workshops including the
basics of suturing, venepuncture and laparoscopy. The association continued its successful formula for the convention of mixing an excellent
Board meetings. More fun in the
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Left: Phan Thi Kim Phuc, the poster child of the Vietnam War, famous for being the “girl in the picture”, and current UNESCO Goodwill Ambassador for Peace. Below: Snow themed gala dinner by Dreamweavers.
academic program and leading speakers with a social calendar including an exciting off-site program at Warner Bros. Movie World, field trips including a summit climb of the Southern Hemisphere’s tallest building, the Q1, and a Sports Day where the Guinness World Record for most participants spooning together to create an oval shape was successfully broken. The academic program featured four themed days of inspirational and thought provoking addresses from high-profile and worldrenowned speakers and experts including Professor Michael Kidd, incoming president of World Organisation of Family Doctors; Dr Michael Bonning, board director of beyondblue and
space but overall ambiance; audio visual capabilities and helpful staff, won the day. Attracting 1400 delegates and more than 5000 room nights booked at hotels and apartments situated within walking distance to the GCCEC, the conference added up to some great bookings and local spend. While the majority of the convention was situated in-house at the Centre, there were daily social evening offsite events, field trips and a charity brunch in addition to other dining options and entertainment. Many delegates took the opportunity to extend their stay and explore the leisure destination more intimately. Logistics and challenges
fleet medical officer for the Royal Australian Navy; and Phan Thi Kim Phuc, the poster child of the Vietnam War, famous for being the “girl in the picture” captured by Nick Ut and current UNESCO Goodwill Ambassador for Peace. Venue and client The Centre was up against
competing venues and locations including Canberra but ultimately a variety of decisive factors including the central location of the venue; close proximity to 3000 accommodation rooms catering to various student budgets; entertainment options and the ability to provide a complete experience for delegates not just in terms of
AMSA consumed approximately 7800sqm of event space. The ability of the Centre to provide a dynamic space flexible enough to cater to the smallest and most complex production requirements including tight room turn for various activities was vital. The arena provided a flexible staging area for main plenary sessions, lectures, week-long debating series, and competitions. A trade
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Highlights and special touches
show featuring 20 exhibition booths, an advanced surgical skills unit bus (virtual medical procedures), room for live music and interactive games, service for all meals and a “chillout lounge” where delegates could relax and interact, was a hub of activity. Furthermore, eight breakout areas originally set for lecturestyle sessions required fast room turnaround for the afternoon workshop program modified for debating, yoga, dance area and laparoscopy. The foyer space throughout the venue was used for an “amazing race” style activity complete with mental and physical challenges for 75 teams.
A snow themed gala dinner was the finale to the weeklong event. Specialist creative and event production company Dreamweavers was entrusted to create a simple but visually appealing setting to transform the entire Arena into a winter wonderland appropriately titled “Snow Ball”. Theming included an all white panorama setting combining flowing white chiffons and draping with giant inflatable ice tunnels, 3D ceiling snowflakes and spheres, snow machines, haze generators and white table décor. Dreamweavers worked closely with GCCEC’s audio-visual team to ensure the technical integration complemented the room setting perfectly.
Top: Delegates in a conference session. Below: GCCEC chefs put final touches to a giant 70kg chocolate block.
Food and beverage is always a memorable point for delegates and a specialty for the Centre where a personalised approach to contemporary a la carte style cuisine is tailored to each client. The stand out item that added an impressive element to the gala dinner was a giant 70kg chocolate block created by the Centre’s chefs. Served with a vanilla bean yogurt panna cotta
with a raspberry chardonnay gelee, basil-vanilla bean gelato with white chocolate biscotti dessert, delegates loved the interactive aspect of chipping away a piece (or two) to individualise their desserts. The giant chocolate block provided a talking point, impressive visual prop and showcased the awardwinning catering capabilities of the Centre.
The verdict “The Gold Coast Convention and Exhibition Centre was the perfect place for this year’s 54th Annual AMSA National Convention,” says Patrick Tunney – Deputy Convenor, Australian Medical Students Association. “The facilities of the venue were well-suited to our needs and were flexible in meeting these needs. The staff were incredibly helpful in bringing our ideas to life, and worked to ensure that the entire event ran as smoothly as possible. The food available at the GCCEC was top-notch. “Overall our Convention was a major highlight of our delegates’ year.”
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Guest Loyalty Programme
Review
Holiday Inn Melbourne on Flinders Why it’s worth a look
on Flinders’ selection of flexible function rooms showcase a range of features including abundant natural light from floor-to-ceiling street view windows. Ideal for training groups, board meetings or small to medium conferences and events, rooms can be configured in a number of layouts.
Combining a great location in Melbourne’s CBD, fresh, modern and comfortable meeting and accomodation facilities, and an experienced events team on hand to assist every step of the way, the Holiday Inn Melbourne on Flinders is one of the city’s best boutique conference and event venues.
A 24-hour business centre provides computer and internet access, while secretarial services are also available for larger meetings.
The location Located in the heart of the city, Holiday Inn Melbourne on Flinders is easily accessible by public transport. The hotel is just across the street from Southern Cross Station which services both metro and V/Line connections and trams run in front of the hotel providing access to the inner city. Just a few minutes’ walk from the Melbourne Convention and Exhibition Centre, the Docklands and South Wharf precincts and the city’s bustling dining and shopping strips, the hotel is a great base for anyone travelling to Melbourne on business.
Extras for events The hotel has a dedicated team of event managers on hand to assist meetings organisers every step of the way, from booking to bumpout. Audio-visual support is also available both prior to and during any event. Meeting catering is available through the hotel’s banquets team; with delegates able enjoy a range of dining options including meeting breaks and working lunches as well as traditional dining in the Sirocco Restaurant.
The facilities
And finally…
The Holiday Inn Melbourne on Flinders has 202 guest rooms offering modern and relaxing city living. Natural light, comfortable king beds and thoughtful extras such as a pillow menu make the hotel a popular choice among travellers looking for a home away from home.
The hotel’s Pool Terrace (pictured) is an open air oasis nestled within the bustling CBD, and is perfect for creating memorable events with a difference. The newly refurbished space is adjacent to the pool and has heaters, fans and undercover areas ensuring it can be
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Facilities include a heated outdoor pool, well equipped gym and sauna, and popular Pool Terrace for guests. Sirocco Restaurant & Bar prides itself on serving only the freshest local produce in a relaxed venue overlooking Spencer Street. With capacity for events for up to 80 guests, Holiday Inn Melbourne
used at any time of year. A large L-shaped area, the terrace is ideal for corporate Christmas parties, pre or post conference cocktail parties, or it can even be arranged as a break out space or lunch venue for a meeting in one of the hotel’s other function rooms.
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venue update
Million dollar makeover for Novotel Parramatta Following its rebrand from Sebel to Novotel in October 2012, the Novotel Sydney Parramatta has recently unveiled the results of its multi-million dollar makeover. All of the hotel’s 194 guestrooms have been refurbished with contemporary furniture, carpets and new bathroom facilities. The atrium in the hotel’s lobby has also received a fresh look. “The hotel has always been popular with the corporate market and
it is a key conferencing and event hotel for many businesses in the area,” said general manager Michael Daviss. The Novotel Sydney Parramatta boasts two boardrooms and nine multi-purpose meeting rooms, including a pillarless ballroom with seating for up to 550 people. All meeting rooms feature high-speed broadband and wireless internet, state-of-the-art audio visual equipment and dedicated event personnel.
News in brief Travelodge to open in Mascot Toga Hotels has announced the Travelodge Mascot Hotel will open in late 2015. Offering business travellers to Sydney the perfect layover, Travelodge Hotel will be located on King Street in Mascot, which is approximately 500m from the airport entrance. The development will consist of a 209 room hotel, 800 space car park and 5100sqm of commercial space which will be located above the hotel.
Favehotel expands conference facilities In a response to the increasing demand for business events facilities in Bali, Favehotel Bypass Kuta has expanded its capability by adding an extra meeting room. The latest meeting room can accommodate up to 100 guests, complementing the hotel’s two existing meeting rooms that accommodate 200 people. The budget hotel features 160 rooms and suites with the conveniences of free highspeed wi-fi, 24-hour front desk and express check-in and check-out.
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Sebel launches Bridge @ Pier One Sebel Pier One in Sydney is set to unveil the renovated Bridge @ Pier One this month. The venue offers a spacious clear marquee, 8m wide by 21m long, erected on the connecting bridge between the hotel and Lower Fort Street. Bridge @ Pier One is an ideal event venue, holding up to 120 guests in a banquet setting with unparalleled views of the Harbour Bridge and Kirribilli.
Holiday Inn Warwick Farm opens Intercontinental Hotels Group has recently opened the 146 room Holiday Inn Warwick Farm in south-west Sydney. The former Sunnybrook Hotel has undergone a multimillion-dollar makeover and refurbishment. The hotel’s event facilities will include three new conference rooms and will be able to provide meetings and function space for both the corporate and leisure markets. The adjacent event centre will be completely refurbished and will be able to host up to 700 people for banquets and entertainment. Both facilities are due to be completed mid 2014. The hotel facilities also include an all-day dining restaurant, gymnasium, heated outdoor swimming pool and generous onsite parking.
New conference facility in Launceston Peppers Seaport has unveiled a new $1.3 million function space to give Launceston a premier new offering for conferences and events. Peppers Seaport owner Errol Stewart said the new space will greatly improve the region’s profile as a conference destination. “Launceston can again become a significant destination with a substantially increased capacity to grow its share of the
Peppers Manor House’s new event space Peppers Manor House in NSW has opened a new dining and functions venue, The Stables. Perfect for corporate functions or VIP incentive groups, the original tack room has been restored to offer a historic venue for up to 20 people. The venue’s restaurant, Katers, with new executive chef Daniel James at the helm, has a new menu using the Southern Highlands’ wealth of natural produce, as well as an exclusive high tea offering.
conference market,” he said. The new centre boasts conference facilities including audio visual technology, a new kitchen and private bar. The Centre offers two separate spaces – the Silt Centre with a capacity for 100 people cocktail- or theatre-style; and the Bridge Room for a more intimate setting of 40 people theatre-style and 20 people boardroom-style.
Starwood expands to Thailand Starwood Hotels & Resorts Worldwide has opened the Sheraton Hua Hin Pranburi Villas in Prachuap Khirikhan. The converted 55 villa property boasts a prime beachfront location. Rooms are equipped with a spacious work area and high speed internet access for business travelers. The resort features all of Sheraton’s amenities and services including the Link@Sheraton and a Link Café.
GCCCE upgrades IT offering The Gold Coast Convention and Exhibition Centre (GCCEC) is strengthening its appeal to the business events sector by upgrading its technology infrastructure. Within the next few months delegates using the network will experience faster internet connection with the upgrade to 1GB fibre “optic wave” that connects directly from the GCCEC to Brisbane, making it faster for all events and delegates using wi-fi.
www.cimmagazine.com Convention & Incentive Marketing, November 2013 43
Profile
Wild at heart A love of animals and the environment led Angela Freeman and her family to set up The North Queensland Wildlife Trust, discovers Ylla Wright. Hartley’s Crocodile Adventures is one of Tropical North Queensland’s most popular immersive wildlife experiences, with business events groups able to experience crocodiles and native wildlife in natural rainforest and wetland settings, enjoy offsite lunches or dinners with a difference, and participate in tree planting activities in a special conservation area. It wasn’t always the case however. Owned by the Freeman family, who also own Cairns Tropical Zoo and Kuranda Koala Gardens, the 28-hectare site was a degraded wreck when they took it over about 15 years ago. “When we got our approvals to start Hartley’s the first thing we had to do was fix the problems that were there – the erosion, the weeds, the drainage issues,” recalls Angela Freeman, group director of sales and marketing. “You can’t start planting trees until you fix the fundamental problems. We now have a whole new eco-system in place.” The Freemans passion for the environment led them to start The North Queensland Wildlife Trust in 2007, a private trust dedicated to the conservation of native species and local habitats that is funded by donations from visitors to the three wildlife parks, matched dollar for dollar by the family.
The restoration of Cassowary habitat is one of the projects funded by The North Queensland Wildlife Trust. Top: Angela Freeman with Allira the baby wombat.
“We became involved because we were being contacted by small wildlife groups or individuals who were looking for help,” Freeman says. “Often they were too small to meet the government’s criteria for funding or be able to do the reporting. A lot of people who were doing good work were slipping through the cracks.” In the past few years the business has
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donated many thousands of dollars for habitat preservation, research and release programs. Projects to receive significant funding in the last 12 months include Devil Ark, the largest conservation breeding program for the Tasmanian devil on mainland Australia, to assist in the construction of new, large, free-range enclosures; Rainforest Rescue, a notfor-profit organisation that protects and restore rainforests in North Queensland’s Daintree Rainforests, creating habitat connectivity for endangered species including the Southern Cassowary; and the Save the Bilby Fund, an organisation established to raise funds to reverse the decline of the Bilby in Queensland. The most recent project to receive funding is being run by James Cook University in Brisbane, looking at the ecology, distribution and conservation of the endangered northern betong [a small marsupial]. “Betongs feed on truffles, a type of fungus which grows on the roots of certain species of trees,” explains Angela. “Those trees can’t take the nutrients out of the soil without this relationship with the truffles, but what they’re finding is that the betongs have to get in there and dig up and move the microspores around the forest in order for the trees to be successful. The research they’re doing is to establish that and work out where the pockets of these animals are.” With the fund topped up monthly, after donations have been added up, the family is always open to additional expressions of interest from wildlife organisations in need of support. “It’s proved to be a very successful program,” says Freeman.
MEETING PEOPLE Jupiters Hotel & Casino have announced the appointment of Dustin Osuch as executive chef. Osuch takes on the position with 17 years experience in the hospitality industry under his belt, including the position of executive chef at The Mansion at MGM Grand in Las Vegas. Osuch will oversee all kitchen operations, including all of Jupiters’ seven restaurants, whilst leading a team of 150 chefs.
El Kwang has joined The Star, Sydney as director of sales. With 15 years in the tourism, hospitality and events industry, Kwang brings extensive knowledge and experience in local and international markets. He has held senior sales, marketing, business development and management positions, and returns to Australia from his most recent role as vice president for Business and Tourism Publishing Asia.
Business Events Sydney (BESydney) has appointed Beverley Parker (pictured) and Shelley Roberts to the BESydney Board as members’ directors. Elected by their peers, Parker and Roberts bring diverse industry and commercial knowledge as executive director, sales and marketing, Dockside Group and executive director, aviation services, Sydney Airport respectively.
Kerzner International Holdings has appointed Guenter Gebhard as the new general manager for One&Only Hayman Island. Guenter will be responsible for the entire operation of the resort, its strategic development, as well as the integration into the One&Only portfolio. Gebhard joins One&Only with over 20 years in the hospitality industry.
Emma Fraser has been appointed to the position of group director of marketing at Toga Hotels. Her experience includes roles at major international hotel groups such as Carlson Rezidor Hotel, Raffles Hotels & Resorts, Jumeirah and Starwood Hotels, where her work saw her implementing revenue-driven, tactical brand campaigns and strategies across multiple marketing disciplines.
Staging Connections has appointed Tim Morgan to the position of general manager NSW & ACT. With more than 15 years of events industry experience, Morgan’s previous roles include seven years as a board member of the Exhibition and Event Association of Australasia, chief executive of MP Expo and chief executive of Morgan Expo.
Tourism New Zealand (TNZ) has appointed Cristina McLauchlan (pictured) as business events manager South & South East Asia based in Singapore. The tourism body has also appointed Helen Bambry as business events manager Australia, based in Sydney. Bambry joins TNZ from Millenium Hotels & Resorts.
Peppers Manor House has appointed Jesse Kornoff as general manager of the Southern Highlands retreat. Kornoff brings a wealth of hotel experience in operations, and food and beverage roles. This includes a previous role with Peppers Moonah Links on Victoria’s Mornington Peninsula as well as Quay West Magenta Shores, QStation and Rydges in Port Douglas, Christchurch and Queenstown.
The Intercontinental Sanctuary Cove Resort has appointed Michael Foster as business development director. Relocating from Melbourne, Foster has previously been meetings director at Crowne Plaza Hunter Valley, and held a senior business development management position with Pan Pacific Hotels. He will focus on developing the Brisbane market.
Tourism Australia has appointed Tony Everitt as its new regional general manager for greater China. Everitt will commence the Shanghaibased role in December. He joins Tourism Australia from Tourism New Zealand, where he was general manager Asia.
Sonja Söderbom has joined MCI Australia’s team as director of Ovation Australia; she will lead the Ovation team based in Sydney. Söderbom brings more than 15 years experience as director of Destination Management Services to the role.
Captain Cook Cruises has announced the appointment of Ivy Lee to the position of sales manager for Greater China. With seven years experience at Captain Cook Cruises. Lee’s portfolio will include all Captain Cook Cruises dining and sightseeing cruises on Sydney Harbour, Murray River and SeaLink products in Adelaide, Kangaroo Island, Magnetic Island, Townsville, Darwin and the Tiwi Islands.
Marissa Fernandez has become the new owner of Destination Marketing Services (DMS) in October 2013. Fernandez joined DMS in 2005 as director of sales and was promoted to the role of general manager in 2008. She is acknowledged for her operational expertise and her achievements in leading sales and the company’s drive for new business.
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pco association
10 ways to make your sponsors love you Be nice to your sponsors and chances are they’ll sign up to your event again and again, writes Warwick Merry and Danielle Storey. Being a sponsor is tough. They invest significant money on the event. They have to spend more money getting their team, their marketing paraphernalia, their giveaways and their technology onsite. They then have to get to the event early, stay late, always be nice to people (even if there are behind the scene dramas happening), get a ton of leads and then head back to the office after the event with a load of work to catch up on as well as following up their new leads. So, as a PCO, how can we make things easier for the sponsor? Here 10 ways to make your sponsors love you:
1
Use their name and make it personal
While it may be the company that is sponsoring your event, make sure you know the key people behind the sponsorship. When you are talking about your sponsor, be sure to mention the people too. While your delegates may want to deal with the brand, it is the personal relationships that make the most difference. Having a name will make it easier for your delegates to approach the sponsor and start a conversation.
2
Bring them food/drinks
It is hard work being on your feet all day. Even though there will be particular meal times for sponsors, having your team come around with bottles of water, a fresh brewed coffee or some yummy treats will go a long way in endearing you to them. This is particularly appreciated for exhibitions that run all day.
3
Make them sounds fantastic
Typically the MC will acknowledge the sponsors, ask for a round of applause and let everyone know how important they are. Then they seem to be forgotten. Brief the MC with some detail on each of the sponsors. By sharing some anecdotes and observations, the sponsors become real and not just the necessary people who help fund the conference. It is the difference between a TV advert that screams “buy my stuff, buy my stuff” and a storyline that engages the audience and calls them to action.
4
Get expert coaches
At some events, the major sponsors get five or 10 minutes to address the plenary. You can almost see the delegates’ internal flinch when this happens. They all know that this is when the sponsor tells everyone how good they are. It is worth getting your major sponsors coached on how to present the best message from stage. Not about them but about their value to the delegates. A punchy five minute message can really lift the room and make a great difference. It is also worth getting some instruction for your sponsors on how to increase their results from sponsoring your event.
5
Check their satisfaction daily
As a PCO, you have a thousand and one things to do. Make sure that one of the high priority things is to catch up with your sponsors daily. Frankly, this is where a huge chunk of your funding comes from so you need to pay attention to them. Listen to any issues they may be having and get one of your team to address them. Discover any great results that they may
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have achieved and put it in your file to use for next year’s marketing. You can also let them know what is happening soon or what other things are going on in different areas. Having this kind of conversation actually makes you money. If on the second day, a sponsor is raving about how good this event has been for them, why wouldn’t you take out your sign up form and get them to commit to next year? Too often we, as PCOs, make it hard for yourself and don’t get them signed up when they are in the mood. We wait until our process kicks in and we sign them up three to six months prior to the event. At the very least make sure you have set next year’s prices and have the forms available if your sponsors ask for it.
6
Help them with bump in and bump out
While you don’t have to physically help your sponsors carry their equipment in, they would truly appreciate it if you had a few people on hand to assist them. At the very least, a check list of items that they may need or things that they have to consider would go a long way. If you do provide a check list make sure that it is easy to read with tick boxes so they can tick it as they go. This is all about making it easier for your sponsor.
7
Have a single point of contact
We love the idea of having a dedicated sponsor manager for your sponsors. We would encourage each PCO to have someone trained in managing sponsors. Not just in how to sell to them but how to look after them. It is a different skill set to organising and running an event and in all honesty, some people should not have anything to do with sponsors as they are ill prepared to deal with them. When the sponsor is on site, it is worth giving them the name and number of their contact person. The single contact person means that there is clarity in communication and less chance of missed or mixed messages.
need your sponsor’s products or services. Why not refer them to your sponsor? On-site you can walk them up to the stand and introduce the client. Outside your event a simple phone call or email is great. Just because the event is over, doesn’t mean you stop referring. In your normal course of business, why not refer to your sponsors. You can use the opportunity to up sell yourself too.
9
Make them feel special
Send them customers
Nobody wants to be “just another one of the sponsors” so make sure you talk each sponsor up when you are chatting with them. Be genuinely enthusiastic about what they are doing, the impact they are having on your event and their presence.
Nothing says “I love you” to a sponsor like sending customers their way. As a PCO you will often come across people who may
If you can, have one of the keynote speakers give a special presentation to sponsors only. Sometimes a sponsor’s breakfast can be great. You can even run a post conference
8
PCO Association NEWS Changes at PCO Association
will be based in Queensland. A number of other initiatives will be discussed at the SIG Meeting to be held in conjunction with the 2013 conference at the Pullman Melbourne from November 28-30.
New opportunity to gain professional qualifications
PCO Association President Rob Henshaw has announced he will retire from the Association on December 31. Henshaw was a co-founder of the Association in 2006 and will be acknowledged with “life membership” status later this year. President Elect is Barry Neame, a director of Consec Conference Management based in Canberra. “Rob has worked tirelessly during the past seven years to give PCOs a voice and provide them with collegiate support,” said PCO Association spokesperson Peter Sugg. “His Presidency saw the introduction of the first draft of a ‘legal’ venue contract, affordable event public liability insurance, member and company accreditation programs, member code of conduct, business partner program, professional development and industry training, and the establishment of a member/supplier disputes resolution process.” In other news, the Association will open a Canberra office early in 2014 to assist with its lobbying activities. It will also appoint a director of industry partnerships who
The PCO Association has teamed up with TAFE NSW – South Western Sydney Institute (SWSi) to give PCOs the opportunity to gain extra skills and formal qualifications at special rates. Under the partnership, PCO Association members will be able to gain an exclusive rate on an exclusive double Diploma of Events/Travel and Tourism; Diploma or Advanced Diploma of Events; and Diploma or Advanced Diploma of Travel and Tourism. The courses will cover topics such as leadership, project management, business relationships, proposals and bids, conference programs, business documentation, budgeting and risk management. The program will commence in 2014, with intakes in February, April, July and October.
sponsor-only webinar. Do whatever you can so that the sponsors feel valued, appreciated and special.
10
Say thank you
Too often the sponsors get forgotten. Many sponsors we have dealt with feel that people only pay attention to them when there is money to be collected. It wouldn’t take much to send a post conference thank you card, maybe a thank you basket or perhaps something uniquely matched to their taste. Showing the love to a sponsor will pay back dividends time and time again. It will help them become lifelong event partners rather than a short-term grab for cash. Warwick Merry and Danielle Storey are the founders of The Exhibiting and Sponsorship Institute, and consultants to the PCO Association.
Students will have up to six months to complete their chosen course, however the time taken to gain a formal qualification may be reduced as SWSi will recognise the relevant skills PCO Association members have already gained through work or prior study. SWSi Events Management head teacher Amanda Good said the exclusive offer was a great opportunity for people in the industry to gain new skills and to advance their careers. “Professional conference companies are increasingly looking for highly skilled organisers with formal qualifications,” Good said. “The great news is that PCO Association membership now gives you an opportunity to gain the formal qualifications employers are looking for at a special rate.” “This is a wonderful initiative providing opportunities to our members to gain industry qualifications with the support of a training organisation such as TAFE,” said PCO Association spokesperson Jennifer Milward. “We encourage all members who do not currently have a formal qualification to consider this offer, particularly with the knowledge that they may gain credit for skills gained through work experience or prior study.” For more information, contact the PCO Association at admin@pco.asn.au or phone 1300 441 099.
PCO CONFERENCE & EXHIBITION The Trade Exhibition is fully booked and at the time of going to print, registrations have already exceeded previous year totals. With an excellent list of expert speakers and topics, and unique opportunities for PCOs to meet and discuss issues affecting the sector, the 6th PCO National Conference is shaping up to be the best yet. Hope to see you there!
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