The events capital
This article first appeared in the October 2009 issue
Host City speaks to the Victorian Major Events Company and the Australian Commonwealth Games Association to find out what makes Melbourne shine
“Melbourne has become known as the sports capital of Australia,” says Perry Crosswhite, Chairman of the Australian Commonwealth Games Association. “Major events have benefited Melbourne greatly and sports have helped the city develop its society.”
Albert Park is home of the Formula 1 Australian Grand Prix
The city is indeed one of the world’s great event destinations. From the great International Exhibitions of the 1880s to the world’s biggest sporting events, including the Olympics, the Commonwealth Games, the Rugby World Cup, the Cricket World Cup, Australian Open Tennis and Formula 1, Melbourne has played host to world class events for a century.
In its successful bid to host the 2006 Commonwealth Games, Melbourne was selected as the candidate above six other Australian cities. “Melbourne was easily the dominant applicant in the objective evaluation process,” Crosswhite says.
Melbourne’s love of sport was an important factor. “Any sporting event in Melbourne will have a good following. In the Commonwealth Games you don’t normally get good spectators at sports such as amateur boxing, table tennis, badminton, and weightlifting – but in Melbourne these had full houses.”
This enthusiasm brings financial benefits. “Commercially it was attractive because companies and sponsors are attracted to events there because they can get a visible show of their brand, due to the level of interest in sport and the excitement that brings to the broadcast and the general marketing of the sports.”
Ideal infrastructure
Melbourne’s long term and sustained commitment to major events has created a city that offers event owners a choice of world-class venues in the heart of the city, linked by a comprehensive public transport network. A cultural and sporting precinct on the doorstep of the city centre includes the Melbourne Cricket Ground, Melbourne Sports and Aquatic Centre, and Melbourne and Olympic Park.
“The way that Melbourne is laid out in terms of transport and venues is very user friendly. In some cities it becomes painful to get to the venue, but in Melbourne you can take public transport,” says Crosswhite. “By choosing Melbourne for the Games bid we didn’t really need to upgrade any facilities.”
Business sense
“Melbourne’s major events are characterised by an entrepreneurial vision and innovative approach,” says Brendan McClements, chief executive of the Victorian Major Events Company (VMEC). “Through the work of VMEC – specifically the innovative development of Melbourne’s major events calendar – Victoria’s track record in event delivery, international broadcast support, facilities and tourism marketing is outstanding.”
A network of organisations and individuals works collaboratively to deliver successful events. “Melbourne’s events calendar drives tourism and supports our events industry – from annual pinnacle events such as the F1 Australian Grand Prix, Australian Open Tennis and Melbourne Cup Racing Carnival to special international events such as the 2011 Presidents Cup, 2010 UCI Road World Championships, 2009 FIH Champions Trophy, 2007 FINA World Championships and 2006 Commonwealth Games,” McClement says.
Crosswhite testifies to Melbourne’s sound business tactics. “They do their homework very well in terms of the costs of hosting versus the benefits, so they know what they are getting into. Other cities should do this – it’s hard work but it needs to be done. The Queensland government wants to make the Gold Coast its sporting centre – they are learning a lot from Melbourne.”
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