As a city with a dance style named after it, Melbourne is so cool it can hot up corporate events with its quirky city tours, unique dining concepts and fun new attractions. Karen Yue dives in to find out more

The year 2014 may have only just begun, but it is set to be a stellar one for Melbourne. By the end of this year, the vibrant Australian city will have hosted 70 international conferences – and these are just those secured by Melbourne Convention Centre (MCB) – and welcomed 85,000 delegates.

MCB CEO, Karen Bolinger, said that in 2013 and 2014, the number of events had risen 37 per cent, delegate numbers by over half and economic impact by over a third compared to 2011 and 2012.

Soon after hosting the 22nd World Diabetes Congress last December, an event that drew an excess of 10,000 attendees from 140 countries and generated some A$63 million (US$56.3 million) for Victoria State’s economy, Melbourne will go on to welcome 9,000 delegates for the World Congress of Cardiology in May and 14,000 delegates for the 20th International AIDS Conference in July.

“As most major international conferences are held every two years at a minimum and are on a regional rotation with hundreds of cities to choose from, it is unlikely that other city in the world will ever be able to emulate this feat,” said Bolinger.

She quipped that Melbourne continues to be a hit with business event planners because it is always “evolving and thriving” and offers plenty of creative opportunities.

“(Planners) can hold events in a bubble in the sky (the new Melbourne Star Observation Wheel, see Need to know) or get their teams to test their musical flair at the new event space, Melbourne, Music & Me, at Mushroom Records Museum,” she suggested, adding that groups can even replicate the recent Australian Open Tennis Championships with an event at the Olympic Parks and have a local tennis star as the umpire.

Addressing 2014 AIME delegates at a breakfast reception, lord mayor Robert Doyle credited Melbourne’s success in MICE to its quality convention venues, strong industry partnership, creative people and unique city vibe.

“I say it all the time – Melbourne is the most livable city in the world (Economist Intelligence Unit Survey ranked it top spot from 2011 to 2013). To know the real Melbourne, you need to wander around…discover our street art, quirky cafes, art galleries,” Doyle said.

There are many ways for a business event to project the Melbourne vibe. MELTours (info@meltours.com.au) runs a variety of walking tours that spotlight exciting aspects of the city. The three-hour Melbourne Laneway Tour journeys into back alleys and laneways, offering participants a peek into the city’s street art, architecture, hidden shops and unknown tales that dwell in the depths of these areas.

Tipple lovers will enjoy MELTours’ excursions that explore the heady bar scenes of the city.

For groups that want to know how Melbourne came to be, MELTours’ Hidden Gems Of The Yarra Tour takes participants back in time and along the Yarra. Guides will regal participants with stories of early pioneers, treaties with the indigenous tribes and lunatic asylums.

A new walking tour was recently rolled out by Walk Melbourne Tours (questions@walkmelbourne.com.au). The Dumpling Discovery Walk tells the story of Melbourne’s Chinese community through the savoury flavours of Melburnians’ favourite Chinese treat.

Both companies can tailor tours for corporate groups.

Melbourne’s good food and creative dining culture can also be showcased at corporate functions. A great example of this was presented at the 2014 AIME Welcome Reception on Birrarung Marr, where more than 2,500 delegates tucked into an assortment of dishes from 11 of the city’s hottest food trucks as well as canapes, grazing dishes and desserts supplied by Epicure Catering, and were entertained by roving acts and DJs brought together by Creative Entertainment Concepts.

Olivia Dal Bo, event coordinator of Peter Jones Special Events, the event management company that produced the reception, explained the concept was a reflection of Melburnian life. “Food trucks are loved by the locals. We wanted to give international delegates a taste of what we have been enjoying. By bringing these food trucks together on a spectacular location like Birrarung Marr, set against the cityscape, and with roving entertainers, we gave our street food culture a new dimension.”

Peter Jones Special Events (reception@pjse.com.au) has produced several dining events in unique venues around Melbourne. It was behind a sit-down dinner in the iconic 19th century Block Arcade shopping mall in 2010, hosted by Oprah Winfrey, and a 500-pax gala fund-raising dinner for the Variety Club in Melbourne’s Mullum Mullum Tunnel, EastLink.

If dining at a single restaurant does not quite cut it for delegates who love to bond over good food, then how about a dine-around option?

Located on the south bank of the Yarra River and surrounded by restored heritage cargo sheds, the South Wharf Promenade boasts a collection of dining venues such as Akachochin, a Tokyo-style izakaya; Bangpop, a lively restaurant that specialises in Thai cuisine; and Plus 5, a cocktail and tapas bar. All restaurants can be hired for exclusive use. Those good for gatherings of up to 1,000 guests include Cargo Events Hall, Melbourne Public, Showtime Events Centre, The Boatbuilders Hut and The Bridge.

Cassandra Geneopoulos, business development & events manager of South Wharf Promenade, said: “Dine-around events here are very popular with corporate clients as it offers an interactive experience, indulging in a variety of activities around food, beverage, music, culture and education.”

The destination had “quite a few” such events in 2013, revealed Geneopoulos, who listed a 30-pax “corporate progressive” dinner as an example. “It started with a (mixology) session at Plus 5, live paella cooking stations at Bohemian, mains at Meat Market, and then desserts served on human tables outside Common Man overlooking the Yarra River,” she said.

She suggests four venues be used for groups with 30-50 pax, and three for larger gatherings of 200 guests.

Massive dine-around functions involving multiple merchants at South Wharf Promenade have been held for companies such as Optus (1,000 pax), Woolworths (3,000 pax) and Herald Sun (1,200 pax), as well as for events such as Cypriot Wine Festival (3,000pax) and British Lions Rugby (2,000 pax).

“We are in the process of working with large festivals and corporate welcome receptions of 10,000-15,000 guests,” she shared.

Last year, Kuala Lumpur-based ICEM Regional orchestrated a dine-around event at the South Wharf Promenade for Malaysia’s DiGi.Com. The 39-pax group started the evening with coffee and sweets at the industrial chic Charlie Lovett, moved on to tapas in a motorcycle workshop at the Italian-influenced Gasolina, and ended the evening with barbeque meats and drinks at Meat Market.

ICEM Regional also tapped Melbourne’s wealth of unique experiences to deliver an itinerary so memorable that the client has ordered the events specialist to focus on experiential aspects for future events, Lim told TTGmice.

“The itinerary was kept from the delegates, so every part of the journey was a surprise. The group had a city tour on roaring Harley-Davidson motorcycles, a fun dinner at Taxi Kitchen on Federation Square, a site visit of Apple office, a visit to a brewery and a full day of tasting, stomping and blending wine at Rochford Winery in Yarra Valley. When they exited the winery, eight helicopters were waiting to whisk them back to the city. “It was spectacular,” said Lim Pei Pei, head of sales at ICEM Regional.

For airport transfers on the last day in the city, a 25-seater stretch Hummer was deployed.

“Melbourne is such a creative city with creative people to help us execute ideas,” Lim said.

Poh Ching Huey, DiGi’s trade marketing – event and promotions, told the magazine: “It has been months since the event but it is still the talk of the town. The word that is going around the local telco industry is that the event was very exclusive, very impressive.”

Poh added that Melbourne is a true gourmet paradise: “We tried so many different meats, wines and beers on this trip, and everything was awesome!”

In the valley’s embrace

Yarra Valley needs little introduction, its name synonymous with fine Australian wine. Its impressive stable of more than 80 award-winning wineries with cellar doors and restaurants that serve up stellar dishes using the freshest local produce, along with scenic views and myriad attractions and recreational activities have lured many domestic and international travellers into its embrace.

Corporate clients have also been charmed by what Yarra Valley could do for their events. The region offers a variety of unique venues and hotels and resorts with function rooms and supporting recreational facilities.

Balgownie Estate Vineyard Resort & Spa in Yarra Glen, for instance, features 69 rooms, an events centre with four function spaces, Rae’s Restaurant which can seat a 180-pax banquet, two private dining rooms, a cellar door and a luxury spa.

RACV Healesville Country Club, nestled in the foothills of the Great Dividing Range, offers 80 keys, 14 function rooms (the largest being the ballroom for 300-pax cocktails) that are supported by breakout areas and grassed outdoor spaces with stunning views of the mountain ranges, an 18-hole golf course, a four-hole short course, and a bowling green and croquet lawn, among others.

The 102-key Yarra Valley Lodge offers 10 meeting rooms, with the largest being the Marmion Room for 400 pax in cocktail set-up, as well as Bella Restaurant, Lodge Bar, a day spa and two golf courses close by.

Rochford Wines provides two function rooms and Rochford Restaurant. For clients who prefer to take their gatherings outdoors, such as for teambuilding games, there is Courtyard, a shaded outdoor space, and expansive lawns that can support large events.

Besides partaking in wine tasting, delegates can also work up a sweat with a laser strike battle at the Hedgend Maze, or take it slow with a visit to The Big Bouquet where 60,000 gerberas bloom year-round and shop for quality craft at specialty shops like Indidjart Gallery and Cafe and Warratina Lavender Farm.

However, Yarra Valley’s fun appeal and proximity to Melbourne mean venues and accommodation are often booked out quickly.

Melanie Watson, Balgownie Estate conference & events sales executive, said: “Our venues are often completely booked out. For clients with large groups, we often advise an advance booking of six to eight weeks. Alternatively, we can work with clients to bring their delegates from the city to the estate for a day programme.”

Booking challenges at Yarra Valley are also a result of the lack of hotels and resorts with large room count.

Anthony LoGiusto, Yarra Valley Lodge’s general manager, said: “We have just 102 keys and 10 meeting rooms and are considered the largest residential conference facility here.”

Kylie Shorter, conference & events sales manager of RACV Club, which manages RACV Healesville Country Club, noted that weekend bookings are especially tricky for corporate groups: “Yarra is very popular with locals on weekends and as a country club, members get priority.”

To cater to large corporate groups that desire overnight programmes in the wine and gourmet destination, some sellers such as RACV Healesville Country Club, Château Yering and Balgownie Estate have banded together to manage overflow, on top of planning itineraries for clients.

Kiff Saunders, pilot of Global Ballooning which operates hot air balloon flights over the Yarra region and Melbourne city, said the company works closely with “all major accommodation and venues here” to plan programmes for conference groups.

“What we all want is holistic growth for Yarra,” Saunders said, adding that such collaboration among tourism sellers makes life easier for event clients. – Karen Yue

Ideas

Post-meeting day tour of Yarra Valley

Embark on an hour’s drive to Yarra Valley from your hotel in Melbourne city centre early in the morning. First stop, Rae’s Restaurant at Balgownie Estate Vineyard Resort & Spa for a hearty breakfast of the freshest local produce, followed by a wine tasting session.

Next, pay a visit to Healesville Sanctuary where you will get to meet some of Australia’s indigenous wildlife, from kangaroos to dingoes. Catch a show of regal birds of prey and playful parrots, and stop by the Australian Wildlife Health Centre to learn what is being done to rescue and rehabilitate injured wildlife.

Later, get lost in the chocolate wonderland that is Yarra Valley Chocolaterie. Help yourself to free tastings, watch chocolate artisans at work and buy some of the sweet treats for loved ones back home.

Break for lunch at Yarra Valley Lodge’s Bella Restaurant, which overlooks the stunning Yarra Ranges. Proceed to Heritage Yarra Valley Day Spa within the property for a soothing foot therapy, then work off the post-lunch sleep bug with an energetic Seglympics series of teambuilding games on Segways, organised by Segway Victoria at the sprawling Rochford Winery.

Enjoy one last wine tasting experience at the Rochford Cellar Door before returning to Melbourne city. – Karen Yue

Need to know

New star arising in downtown Melbourne

See Melbourne in a new light on board the new Melbourne Star Observation Wheel which rises 120m into the sky with 21 fully enclosed air-conditioned glass cabins.

The new attraction in the city’s Docklands area also boasts a selection of function rooms that can cater to corporate gatherings of all sizes and styles.

The Star Room can entertain up to 400 guests for cocktails or 250 for a seated breakfast, lunch or dinner, and includes two boardrooms – Star and Constellation – that can function as breakout rooms.

The Star Deck is perfect for private receptions before or after a flight on the observation wheel.

The Star Cabins can also be used for intimate gatherings of 14 for cocktails or eight for board meetings.

The landscaped alfresco Star Piazza can take more than 1,500 guests, making it the largest function space in Melbourne.

Catering is provided exclusively by Peter Rowland Catering.

Visit www.melbournestar.com for more information.

New venues at Melbourne’s Pullman

Pullman Melbourne Albert Park has unveiled two new meeting venues after the completion of an A$20 million (US$18 million) renovation. The new Victoria and Albert rooms and adjoining pre-function space are ideal for meetings for up to 50 people or as additional breakout rooms for large residential conferences.

With the addition of these venues, the hotel now offers 31 event spaces totalling 2,600m², making it the largest and most comprehensive residential event venue in Melbourne.

Pullman Melbourne Albert Park shares a common building on Queens Road with Mercure Melbourne Albert Park, offering a total accommodation inventory of 379 rooms.

Plan it better in 3D

Melbourne Convention Exhibition Centre (MCEC) has a new service that allows clients to work with its technology team to create 3D floorplans of function spaces.

Visualisation Studio, as the new service is called, is built on MA3D, a German-made programme and enables event organisations to try out various lighting effects, layouts and positioning of projectors and screens, etc to see how the space would look in reality. It is offered free to clients who book venues at MCEC.

Walk in The Park

Set within Melbourne’s iconic Albert Park and overlooking the crisp Albert Park Lake, The Park is a flexible venue that allows planners the freedom to create unique events.

Owned by Publican Group, The Park works closely with Design Depot to bring in furniture and decoration that best suit the client’s desired theme. It is supported by an in-house caterer, but is able to work with others.

It can accommodate a 1,000-pax standing reception indoors and another 280 on its sheltered balcony.

The Park must be hired entirely. Visit www.theparkmelbourne.com.au or email info@melbourneeventsgroup.com.au.

Under the sea, under the sea

Sea Life Melbourne Aquarium (www.melbourneaquarium.com.au) was relaunched last September, following major renovations. It now offers fresh venues for corporate events of various sizes.

The circular Coral Atoll, which boasts a large, stunning aquarium as its centrepiece, is good for a 400-pax sit-down banquet or a 600-pax cocktail function. Guests can also network under the sea in the Fish Bowl room, as sharks, stingrays and sea turtles circle around in the 2.2 million-litre oceanarium.

The Upper Deck, with its interior themed after the Australian rainforest, makes a unique venue too. It can take 70 guests for a sit-down dinner.

For breakfast meetings with a difference, choose the chilly Antarctica room, where King and Gentoo penguins hang out behind a glass enclosure.

Conferences can be held in the Yarra Room, which can accommodate 120 pax theatre-style.

View from the top

The best way to take in Yarra Valley’s sprawling vineywards, rolling hills and scenic mountain ranges is from high above. To get a great view from the top, contact Global Ballooning, which has over 15 years of experience in corporate hospitality. It offers tailor-made programmes that include a scenic flight over grape vines in a hot air balloon. Pair the experience with a champagne breakfast at Rochford Winery. Free pick-ups are provided from selected Yarra Valley accommodation. Email balloon@globalballooning.com.au for more information.