Australian business event players expect better outcomes from event bids now that the national government has committed to stronger support for the sector, writes Paige Lee Pei Qi
Australia is now empowered to better pitch and bid for events on the global stage following a new government initiative which was launched late-2014 to assist the business events sector in this aspect.
The new framework – Attracting Business Events to Australia: Role of Government Agencies – is a strategic collaboration between the Federal Government, through Austrade and Tourism Australia, and Association of Australian Convention Bureaux (AACVB) as well as the the business events sector.
Through this arrangement, Austrade will coordinate ministerial support for an event and organises onshore and offshore promotion while Tourism Australia will partner with industry players to provide marketing and promotional materials.
Andrew Hiebl, executive director of AACVB, said: “The government has recognised the economic and strategic importance of international business events and the direct benefit they provide to the Australian economy.
“With this new initiative, (government) support will be provided where there are clear economic benefits linked to the international business event that align with Australia’s trade, education and investment priority sectors.
“For example Austrade can coordinate a ministerial letter of support for inclusion in the event bid pack (and) advocate on behalf of an event bid in markets where a trade commissioner is co-located with the event organising committee.”
This initative also indicates that the AACVB will now serve as the first point of contact for event organisers – and the broader business events sector – who are seeking Austrade and Tourism Australia support.
AACVB president, Lyn Lewis-Smith, commented: “Government support as part of a compelling business case can sometimes make or break a bid. Increasingly, clients are looking for what we call “whole-of-city” engagement. This means support from business, government and community.
“Working with the Australian government to continue this approach is a natural progression, and it sends a very clear message to the industry that we are serious about business events and we want to create meaningful outcomes for our clients and our country.”
Highlighting how Sydney has been been working with the New South Wales government for the past few years, Lewis-Smith who is also CEO of Business Events Sydney (BeSydney), said: “We are seeing the success of this strategy. The professional services sector is one of the state’s priority sectors, and we can see a clear alignment with this sector in the upcoming secured events.”
Lewis-Smith added that in 2017 and 2018, Sydney will welcome the world’s largest finance event, Sibos, as well as the World Congress of Accountants, International Bar Association, AIPPI World Intellectual Property Congress, International Association of Restructuring Insolvency Bankruptcy Professionals (INSOL) World Quadrennial Congress and the International Council of Commercial Arbitration Congress.
The new framework has been met with much enthusiasm from the ground.
Sarah Corcoran, head of marketing with event specialist MCI Australia, told TTGmice: “This seamless access to state and federal ministerial support can only strengthen the opportunity to win the already competitive bid (in Australia). This has been the missing piece of the puzzle… and now our chances of winning international bids are magnified greatly.”
She added: “Government financial support and access to ministerial support (in Australia) have been limited and (inconsistent). This initiative definitely strengthens the business case for attracting key opinion leaders to commit to bidding for international events. (It also) places Australia in a competitive position with other countries where government support has been a key component of the decision-making process.”
According to Arpita Bhose, senior account manager at Kenes Asia, the new framework brings another important benefit to the table: it will help to address clients’ perception of Australia being a pricey destination.
“Australia is perceived as expensive… (and it is also) more expensive than many other countries in Asia. (With the additional support), it will become much easier (for organisers like us) when choosing a location, as we can see what incentives are on offer across the country,” said Bhose, who has organised events in Melbourne and Brisbane in recent years.
The hills, they are a-calling!
Just an hour’s drive from the Melbourne city centre lie the Dandenong Ranges, a destination much loved for its extensive hilly landscape, beautiful verdant forests and many scenic view points.
It is easy to see why corporate clients who are seeking a tranquil extension to a meeting in Melbourne have been lured to this serene retreat.
Despite its quiet charms, the Dandenong Ranges offers plenty of recreation facilities as well as unique venues and accommodation that can satisfy the needs of corporate groups.
The iconic Puffing Billy steam train is an example of a must-see attraction in the destination. The ancient vehicle which started rolling in the 1900s, offers visitors a chance to explore the area’s most scenic locations. A customisable three-hour train journey will take guests through quaint towns and majestic forests.
Event planners can also arrange for an exclusive excursion and charter dining trains for up to 250 and 80 passengers respectively.
Another option that will allow delegates to take in beautiful views is the SkyHigh Mount Dandenong. Located at the summit of Mount Dandenong, the versatile event centre can accommodate 250 guests for a cocktail event, or 10 for a board meeting. Thanks to floor-to-ceiling windows, delegates can enjoy panaromic views of the city’s landscape.
The CountryPlace, one of the largest accommodation option in the destination, is perfect for corporate groups. It features 62 rooms and an event space with five conference rooms and 10 breakout rooms, all surrounded by towering gum trees and ferns. Meetings can be paired with fun teambuilding activities on high and low ropes courses on site.
Explaining the appeal of the Dandenong Ranges, the CountryPlace’s sales manager, Sue Sedelies, said: “We are just so close to the city yet it feels like a different world when you come here.”
While the CountryPlace does not have sufficient rooms for large corporate groups looking to spend the night in the Dandenong Ranges, Sedelies said the property often works with neighbouring accommodation providers to manage guest overflow and provide shuttle bus services.
Event planners can also consider the 34-room Ferntree Gully Hotel which offers spaces for a 120-pax cocktail function and a meeting room for 70 delegates.
Other stay options include boutique hotels and self-contained hilltop cottages.
For more destination information, visit www.experiencethedandenongs.com.au.
Ideas
A day in the Blue Mountains
morning
Start your journey over the iconic Sydney Harbour Bridge and down the Bradfield Highway towards the Blue Mountains.
Entering the National Park and winding your way along Cliff Drive, take in spectacular views of Megalong Valley before arriving at Echo Point, which has views stretching across to the Three Sisters, a trio of rocky pinnacles. Hear about the Aboriginal dreamtime legend of the Three Sisters.
Soon after, at the Waradah Aboriginal Centre, experience a traditional dance, take part in an interactive didgeridoo performance, examine authentic artworks and take home genuine Aboriginal souvenirs. Learn about Australia’s living Aboriginal culture from the local Darug and Gundungurra tribes through informal cultural discussions and lectures.
afternoon
At Scenic World enjoy 360-degree views of the Jamison Valley and take a ride on the famous Scenic Railway, Cableway and Skyway. Next stop, the picturesque town of Leura. There’s time to grab a bite at one of the many restaurants and cafés. This beautiful town takes visitors back in time and is famous for its antique shops and a candy store with more than 1,000 unusual sweets from all over the world.
evening
Spend time at Featherdale Wildlife Park, and hand-feed kangaroos, wallabies and emus or enjoy a close encounter with one of the friendly koalas. End the day with a relaxing cruise down the Parramatta River and disembark at Circular Quay, Sydney Harbour.
Itinerary provided by AAT Kings
Need to Know
Hunt down a new venue
The new Crowne Plaza Hunter Valley Conference and Events Centre has swung open its doors to present the largest conference and exhibition facilities in the Hunter Valley region.
It houses 2,000m2 of pre-function, meeting and exhibition spaces, with two conference rooms that can be combined to accommodate 1,600 guests, and eight meeting and event rooms.
Unique to this centre is its location on vast green fields, which can help event planners deliver an outdoor festival experience.
Harvest Hunter, the signature events package, brings interactive live cooking stations, live entertainment, locally recognised chefs, award winning wines, and local producers sharing fresh breads, cheeses and chocolates together in an authentic Hunter Valley experience.
DoubleTree by Hilton rises in Melbourne
The first DoubleTree by Hilton property in Melbourne made its debut last December.
Sitting opposite the iconic Flinders Street Station, the 180-key hotel has undergone a comprehensive multi-million dollar refurbishment. Facilities include two meeting rooms for up to 140 people, a fitness centre, a business centre, a lobby bar and a restaurant.
It is within walking distance of Federation Square, Melbourne’s famous laneways, and many restaurants, bars and shops.
Take your event to the Maritime Museum
Warships Pavilion at the Australian National Maritime Museum is the latest waterfront attraction on Darling Harbour, Sydney.
Three exclusive function spaces are on offer: one for a 200-pax standing reception, an outdoor rooftop for a 100-pax cocktail party, and a theatre for 50 guests. All three venues can be utilised together for a truly immersive harbour experience.
Due for completion in September 2015, the pavilion is now open for early bird bookings.
Visit www.anmm.gov.au/venues for more information.
The PCEC app promises an interactive experience
Event attendees at the Perth Convention and Exhibition Centre (PCEC) can now look forward to a more interactive experience with a new event app.
The PCEC app integrates social media tools, gamification, surveys and live polls with up-to-date event information to ensure events at the centre are accessible and relevant for attendees.
Event planners can use the app to provide updated event information and send targeted push notifications to attendees in real-time.
The app can be used online and offline, and is accessible across iOS, Android and HTML5.
New waterfront venue splashes into Perth
Perth’s Old Port Waterfront has recently welcomed Aqua Bar, a multipurpose venue that houses a lounge, an upper deck and a terrace that overlooks the Swan River and Perth skyline. Aqua Bar presents a tapas-style menu and a wide array of cocktails, high end wines and spirits, making it perfect for dining and cocktail events. It can accommodate up to 250 guests.
