When US pop sensation Taylor Swift brought her “The Eras Tour” to Australia, in February 2024, it seemed the nation came to a standstill. Her sold-out concerts dominated headlines and each city she performed in was flooded with visitors clad in their idol’s merchandise. Hotels were full, cafes and bars thrived, and each respective state’s economy beamed from the spending injection.
In Victoria, Swift’s three colossal shows at the MCG packed in almost 300,000 fans. The day after her final show, AIME 2024 kicked off at the Melbourne Convention and Exhibition Centre (MCEC), providing an interesting segue from the American’s publicity machine – and other big-ticket items in town such as the Australian Open tennis in January, and Melbourne Formula 1 Grand Prix in March – to the Asia-Pacific region’s biggest event on the business meetings and events calendar.
For all the hype, and to some degree, hysteria, of the Swift extravaganza, and the trumpeting of revenue it brings in, business events are kicking the same goals. In 2024, it is projected business events in Victoria will deliver $397.4 million in economic benefit to the state. As a world-class city comfortable hosting huge conferences and events, Melbourne is an obvious choice when choosing a destination for delegates.
“Events are in our DNA,” Julia Swanson, chief executive officer of Melbourne Convention Bureau, tells Spice.
“It is a natural strength built into our culture, infrastructure, jobs and overall mentality.
“Melbourne is an events city, with such a strong major events and business events sector. Having the Australian Open and Grand Prix, plus all the events throughout the year, means we have a robust supply chain that is always staffed up and ready to deliver.
“With those three Taylor Swift shows, the city could absorb it – the hotels and flights accommodated it, and extra public transport was put on.”
In the past decade, business events have done plenty of heavy lifting in Victoria, generating $2.7 billion.
“The Victorian Government really understands the business events sector, with big infrastructure at places such as Marvel Stadium and MCG, and diversity in our products,” says Swanson.
“We are bidding to 2030 and planning for the long term, which gives clients, destinations and venues certainty, and supports growth. But we can’t rest on our laurels so need to continue to innovate and do things differently.”
At the epicentre of Melbourne’s business events industry is MCEC (pictured at top), which is nestled on the bank of the Yarra River and hosts large conferences, expos and events throughout the year. The venue’s chief executive, Natalie O’Brien AM, acutely understands the importance of business events to Victoria’s economy.
“It feels that business events don’t generate the publicity compared to a football game or big concert event,” she tells Spice.
“They are not quite as visible so the messaging has to work a bit harder. But most people have attended business events conferences; there isn’t an industry the business events sector doesn’t touch as there is an association for everything, meaning there are so many opportunities to explore.
“At MCEC, we have our sense of place along the river and feel we are the fabric of Melbourne. We have this incredible centre with huge diversity of spaces, large and small, plus other Melbourne institutions on our doorstep – such as cultural and sport – that are increasingly used as selling points.
“There are several venues close to each other with great connectivity and city attractions for pre-event and post-event activities.”
For event planners looking at Melbourne for a city business event, the following venues deliver cutting-edge experiences highlighting the best of the Victorian capital.
Marvel Stadium
The phenomenal Marvel Stadium, in Docklands, is a jewel in the heart of Melbourne. As a sports, entertainment and conferencing hub, it offers innovation and excitement, and is the only stadium in the Southern Hemisphere with a retractable roof.
In 2024, it has launched its remarkable $225 million redevelopment as part of its Elevate Experiences & Events offering, featuring 26 purpose-built event spaces accommodating up to 10,000 people for galas, dinners, conferences and award ceremonies. Its Skyline and Horizon rooms are purpose-built high-end function spaces, while Stadium Square is an exterior space for public gatherings that increases the site’s footprint.
The stadium has also upped its culinary game, with fine dining options throughout, including the Skyline Room with its menu curated by Chef Hat-awarded Peter Gunn, from Collingwood restaurant Ides. Onsite restaurants Lee Ho Fook, Friends of Fire and Amphora are also reimagining stadium food and beverages, offering best-in-class experiences for guests.
Showtime Events Centre
Located next door to MCEC at South Wharf, on the Yarra River, Showtime Events Centre is a heritage warehouse venue dating back to the 19th century. As the flagship venue for Showtime Event Group, its central positioning offers skyline views and features original hardwood floorboards that blend the old and new.
Having undergone a redesign in 2010, the award-winning industrial design venue houses indoor and outdoor spaces, with the feature being a custom-designed chandelier bar and fully integrated lighting, sound desk and audiovisual equipment.
City hotels
Opened in May 2023, Dorsett Melbourne forms part of the $2.4 billion West Side Place, at the western end of the CBD. The 316-room, eight-level hotel offers stylish and elegant modern comfort, with an indoor pool, lounge, restaurant, wellness and vitality spaces, meeting rooms and the popular Jin Bar.
The 370-room Rydges Melbourne has recently reopened following an extensive renovation. Once home to Bobby McGee’s nightclub, it now features 11 versatile conference and event spaces spanning 1500 square metres across two levels, including the state-of-the-art Centre Stage function room, a 495-square-metre pillarless ballroom with seven-metre ceilings, a massive four-metre by seven-metre HD LED screen, and two 200-inch retractable HD projector screens.
On level two, the new Rooftop Terrace provides guests with outdoor space, a mobile bar and views of Her Majesty’s Theatre and Chinatown.
Overlooking the MCG, Pullman Melbourne on the Park is a newly refurbished 419-room hotel featuring 11 meeting and conference rooms with inbuilt audiovisual equipment, an executive lounge, restaurant, bar, pool and sauna. With Fitzroy Gardens, MCG, Rod Laver Arena and Melbourne and Olympic Parks on its doorstep, convenience is key here.
Luxcoach
Move delegates around in style with Luxcoach, a unique people-mover that can seat 20 guests. An experience in this luxury coach is all about the journey, not just the destination thanks to an onboard cocktail bar, butler service, 50-inch LCD TV and bathroom. The large windows offer views of the world passing by outside, but within the coach it’s quiet and spacious, offering privacy and fun.
