In May 2023, CENTREPIECE at Melbourne Park hosted the annual Venue Management Association’s (VMA) three-day Congress in partnership with the Melbourne Cricket Ground (MCG) and Pullman Melbourne on the Park.
What was the event brief?
The event delivered a thought-provoking program for representatives from Asia Pacific’s biggest venues – sports stadiums, arenas, convention centres – to connect with peers, share ideas with the industry, and learn from a great mix of educational sessions.
A key component of the brief was to deliver a quintessentially Melbourne experience surrounded by the world’s best in music, sports, business, and entertainment.
Technology and connection were two major themes – the event had to support diverse technical sessions featuring high profile national and international speakers – requiring the use of CENTREPIECE’s studio and broadcast rooms – as well as foster spaces and opportunities for collaboration.
What was delivered and how?
CENTREPIECE, MCG and Pullman Melbourne on the Park helped create a postcard Melbourne experience for all in attendance.
The partnership provided guests with a place to “meet, celebrate and stay” in a world-class sport and entertainment precinct on the cusp of the CBD.
The three-day event kicked off with a welcome address from actor Shane Jacobson and live acoustic music, followed by a reception in CENTREPIECE’s Grand Hall and terrace, which boasts views over Melbourne’s skyline.
The halls, auditorium, break-out rooms and terrace were all put to use over the three days, with breakfast, morning tea, lunch, afternoon tea and after 5pm drinks served daily and a coffee cart available at all times. More than 11 different spaces were activated within CENTREPIECE for the duration of the conference.
A VIP dinner was held at the Committee Room at the MCG (a space usually reserved for members), with a menu specially curated by famed Melbourne chef Guy Grossi. Guests were guests able to look out over the MCG and experience incredible, quintessential cuisine and really connect.
To deliver the event – CENTREPIECE partnered with Blu Event Productions, Harry the Hirer, MicroHire and Showtech.
Many local Victorian producers were also featured across the three days – Gippsland Dairy Yoghurt, Ballarat Free Range Eggs and Mitchelton Wines.
Menu items included Gunkan sushi, lemongrass and cham sauced chicken yakitori, Petite braised beef shank pies and an event exclusive soft serve ice cream station.
What challenges were faced and how were they overcome?
It was imperative that CENTREPIECE deliver a premium and memorable experience for delegates that are so entrenched in the world of events and experience. We collaborated closely with the Venue Management Association to bring their theme of connection to life, going above and beyond to join the dots and elevate the experience across food & beverage technology and people management.
Holding the conference within three unique venues in one of Melbourne’s greatest locations – gave the planners an opportunity to deliver a unique experience for delegates.
Keeping guests engaged in a conference setting for three full days is no easy feat. But the natural light, access to greenery, daily menus and a shuttle between CENTREPIECE and Pullman Melbourne on the Park – or a ten minute walk across the leafy Yarra Park – kept guests feeling revitalised.
A unique aspect of the iconic precinct is the ability for delegates to easily move throughout, with each venue conveniently located next to one another, connected by footbridges and walking paths.
The venue, known for its ability to transform for clients, came to life. The CENTREPIECE team of global event experts ensured every detail was taken care of alongside Pullman Melbourne on the Park and the MCG.
What was the feedback from the client and attendees?
The event engaged over 300 delegates and booked over 500 room nights at Pullman on the Park to deliver an experience that is truly unique to the industry. No other forum brings venue professionals together in such a collaborative, innovative and open way to share ideas, network, ideate on ways of working and celebrate global and local successes.
CENTREPIECE provided a setting for creativity and connection – and delivered a collaborative experience to all delegates.
VMA CEO, Michael Brierley, said the event was a great success.
“With a record number of attendees at this year’s Congress to celebrate our 30th Anniversary, we were all afforded the opportunity to connect with our peers, share ideas with the industry, and learn from a great mix of educational sessions,” he said,
“The feedback from the food and beverage offering from across the three days was exceptional and one of the highlights of the event. You and your teams from across both venues should be immensely proud of what you delivered.”
