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MEGA VENUES: CRAFTING EVENTS WITH IMPACT
Mega venues: Crafting events with impact
Transformative experiences are the new normal for mega venues as they raise the bar in delivering innovative events that live long in the memory, writes Matthew Sainsbury
What distinguishes a mega venue in 2024 is its ability to offer event organisers a playground to delight delegates with creative energy and social awareness. This is not a new concept, but as senior figures from mega venues across Australia and New Zealand tell Spice, with capabilities in all areas accelerating at breakneck pace, being able to deliver something unique is drawing delegates with renewed vigour for live experiences.
Bringing creativity to events
Creativity underpins the first impression a person has of an event and determines whether they’ll remember it long after it’s over. Organisers are seeking to tap into raw creative energy to deliver experiences that are memorable and shareable.
Damien Grossier, executive manager of food, beverage and events at Sydney’s ICC Group, emphasises events are no longer just about gathering people. Rather, a venue’s goal should be to use its space to support moments attendees will cherish and discuss long after they’ve ended.
“Events are becoming more like experiences you’ll never forget,” he says. “It’s not just about getting people together, but creating amazing memories they’ll talk about and share online.” ICC Group is known for its innovative approaches to event design at venues such as Southern Sydney Event Centre and Hotel Mountain Heritage in the NSW Blue Mountains.
“We’ve had an enquiry to host an event with drones putting on light shows; themed our event spaces for all sorts of special cultural celebrations; and even transformed our auditorium and pre-function area into a French-provincial street scene, complete with mime artists, roving entertainment and themed food stations,” says Grossier.
Similarly, Brisbane Convention and Exhibition Centre (BCEC) is seeing a surge in demand for immersive events that put creativity at their centre. The venue’s clients are leveraging technology to enhance the pre-event experience, with personalised delegate information and virtual networking options.
“Our clients are thinking outside the box when it comes to creating unforgettable experiences for their guests,” says BCEC general manager Kym Guesdon. “The experience starts well before clients arrive onsite.”
BCEC’s approach includes custom-built interactive activations and sets that allow guests to be fully involved with event content.
Offering more than a pie
Historically, the expectation of mega venues is that the food offering is functional, straightforward and replicable across large audience numbers. Those days are long gone as mega venues vie to offer quality and innovation in cuisine to distinguish their spaces.
Grossier highlights the importance of aligning the menu with an event’s theme.
“Our talented chefs love creating special menus, ensuring the food fits the theme and the client’s brand,” he says. “We use fresh, local ingredients and offer lots of choice, including food for people with special diets.”
The nature of scale and scope with mega venues means accommodating special needs is a particular sticking point. At a recent business awards night, ICC Group catered to more than 140 special diets, showcasing its ability to accommodate diverse dietary needs without compromising on quality or creativity.
A venue’s goal should be to use its space to support moments attendees will cherish and discuss long after they’ve ended.
Damien Grossier, executive manager of food, beverage and events at Sydney’s ICC Group.
BCEC is also leading the way with its culinary offerings. Its 2024-2025 “Season by Queensland” menu collection reflects executive chef Matthew Arnold’s passion for environmentally sustainable cuisine.
“Devising the menu was a genuine collaborative effort, aimed at innovative ways to celebrate our wonderful Queensland produce,” says Guesdon. “This year, the menu is infused with native Australian ingredients and flavours.”
This focus on local and sustainable ingredients means event organisers can not only provide guests with a culinary experience that is truly unique to the region, but in supporting local farmers, the event can sustain positive community outcomes.
Technology: Enhancing event experiences
Technology plays a pivotal role in shaping the experiences at mega venues. Cairns Convention Centre highlights its robust network infrastructure, which enables seamless connectivity across multiple event spaces.
“By having a simple interface accessible on any smart device, event management becomes smooth and efficient,” says Cairns Convention Centre general manager Janet Hamilton. This integration supports dynamic, large-scale events, making the event experience seamless and comfortable for delegates to make their way around.
ICC Sydney (not to be confused with the aforementioned ICC Group) has made significant investment in technology to elevate its event delivery.
“We recently upgraded our technology inventory with a $3 million investment in Wi-Fi 6 infrastructure,” says Geoff Donaghy, outgoing CEO, ICC Sydney, and group director – convention centres, ASM Global (APAC). “This allows us to meet delegate demand for human-centric technology, as identified in ICC Sydney’s ‘RESPECT: Shaping Events for Success’ report.”
Additionally, ICC Sydney’s immersive content projection experience in the Darling Harbour Theatre – featuring digital animations of First Nations artworks – exemplifies how technology can be used to support cultural and educational outcomes that organisers like to wrap into their events.
Bringing people together across the globe
Another unique quality of mega venues is the scope of events they hold means they are typically catering to diverse interstate and international audiences. Auckland’s Eden Park prides itself on creating a welcoming atmosphere through community collaboration and cultural integration.
“We enrich guests’ experiences by integrating local cultural elements into our centre through artwork and partnerships with [Indigenous performing arts group] Minjil,” says Eden Park’s business development executive, Austin Jones.
Eden Park actively invests in skills development to ensure every delegate has a comfortable experience.
“Our staff are trained in cultural sensitivity and many are multilingual, ensuring they can assist and communicate effectively with guests from diverse backgrounds,” says Jones. “We also actively celebrate cultural events and festivals, such as NZ Japan Day, Eid and Te Matatini, ensuring all guests feel welcome and valued.”
At Village Roadshow Theme Parks on Queensland’s Gold Coast, its six unique venues, such as Sea World, Wet’n’Wild and Warner Bros Movie World, cater to corporate conferences, gala dinners and team-building experiences.
Village Roadshow Theme Parks’ head of conferences and events, Caroline DuveauClayton, says all its venues are versatile and offer experiences unmatched anywhere in Australia.
“The range of unique accommodation, venues and attractions position the theme parks and Sea World Resort at the forefront of the industry,” she says. “Our diverse portfolio offers great scope for creating extra special conferences and events with an extraordinary touch.
“Our flexibility allows us to cater to small-scale events, conferences and incentives such as intimate gatherings of 20 people, up to large-scale gala dinners and cocktail functions up to 5000.”
Similarly, the new Victoria Pavilion at Melbourne Showgrounds features 1920 square metres of versatile, pillarless space for large conferences, gala dinners and award presentations, as well as small celebrations and cocktail parties.
“Victoria Pavilion at Melbourne Showgrounds is committed to hosting a diverse array of events,” says Hannah von Bibra, executive general manager, experience and commercial, Melbourne Royal Show and Melbourne Showgrounds. “With its expansive and versatile space, we are equipped to accommodate 300 to 1200 people for sit-down events.
“It is also a popular space to host premium exhibitions and trade shows. Our state-of-the-art facilities and experienced team ensure every event held here is executed flawlessly.”
Mega venues will continue to evolve, and the focus remains firmly on leveraging these facilities’ large spaces to provide experiences that connect with delegates on an individual level. This means being able to accommodate an array of needs without compromise, and bringing together good food, technology and creativity to provide something every attendee will remember.
Accommodating changing consumer behaviour
According to Sydney Showground general manager Darryl Jeffrey, the post-COVID-19 world has meant changing behaviour towards events, particularly in the public realm, and this has created challenges for organisers.
Specifically, there’s a trend towards last-minute ticket purchases.
“Unless it’s a niche act or a guaranteed sell-out event, patrons are delaying their decisions,” says Jeffrey.
This behavioural shift has profound implications, especially for smaller event organisers.
“If tickets don’t move quickly within the first few days of sales, organisers face increased financial risk,” says Jeffrey.
This risk has led to instances where events are announced, only to be cancelled shortly thereafter due to insufficient ticket sales. Moreover, customers are increasingly selective about which venues they’ll travel to.
“Younger generations, now decision-makers, prioritise venues that align with their values on sustainability and social impact,” says Jeffrey.
As an example on how to meet this expectation, Sydney Showground recently announced a partnership with Clima to launch a new initiative that will help clients reduce emissions.
These cultural shifts have prompted venues to invest in upgrading facilities and services to meet evolving expectations. Mega venues such as Sydney Showground are investing heavily in state-of-the-art technologies – such as advanced lighting systems and high-definition LED screens – with the aim of providing truly world-class, memorable experiences that inspire people to attend an event at the venue.
By delivering excellence in food and services on the ground, venues can help organisers overcome challenges by providing such a high-standard experience that it inspires attendance and encourages people to purchase tickets or confirm attendance early, knowing they’re in for a great time.
Five features of an exceptional experience
Auckland’s Eden Park was recently announced as the global venue of the year at TheStadiumBusiness Awards in Manchester, UK. Austin Jones, Eden Park’s business development executive, highlights five focus areas that contributed to the award win.
1. Bespoke personalisation: “Our clients are often amazed to see their branding on our Samsung Super Screen; their names scrolling across our LEDs; and personalised Eden Park heritage jerseys.”
2. Technological integration: “Technology is at the heart of everything we do. From cutting-edge AI applications in catering and security, to facial recognition systems and automated services, we ensure a seamless and immersive experience for our attendees.”
3. Creativity in event execution: “We’ve hosted spectacular halftime shows featuring artists such as Rita Ora, and incredible laser light pyro shows at rugby finals. On a smaller scale, we’ve arranged formal dinners in our iconic changing rooms and unique opportunities to play on our hallowed turf.”
4. Enhanced accessibility: “Our Permobil Comfort Zones and Access Community Health Sensory Room are designed to cater to all guests, including people with disabilities. We also offer the Kennards Hire Sound Sensitivity Station to ensure everyone can enjoy events without discomfort.”
5. Culinary excellence: “We source fresh, local ingredients to support New Zealand farmers, offer a diverse range of cuisines, and create seasonal menus to showcase the best produce.”
