Melbourne is currently securing more Business Events than ever before. The ‘Most Liveable City’ title, a calendar of major events, an increase in hotels and a growing exhibition and conference industry is ensuring that more of these events are choosing Melbourne over other Australian destinations, and cities throughout South East Asia.
At Showtime Event Group, this increase has helped us to position ourselves as the Social Event Specialists of Melbourne.
When Showtime Event Group rebranded in early 2018, the focus on business events was always going to be a driving force behind the growth. What started with one warehouse venue, quickly grew into a multi-site catering operation as the group capitalised on Melbourne’s most successful period of Business events growth.
‘One of the key driving factors for our focus on business events was our proximity to the Melbourne Convention and Exhibition Centre.’ Laura Reddaway, Business Development Manager
‘As the centre grew, it was obvious to us that the market would as well, we have an entire precinct on the convention centre’s doorstep that most cities don’t have, providing us with the ability to combine multiple venues to deliver social events for up to 5,000 people’.
As demand for the ‘precinct events’ grew, Showtime Event Group cleverly aligned with the Melbourne Convention Bureau as a Strategic Partner and joined the team selling Melbourne on the world stage.
‘Our excellent working relationship and ongoing partnership with MCB has been vital in growing our brand overseas. We work with representatives in China, Europe, Malaysia and America and they all make sure that international clients know about Showtime Event Group and what we deliver here in Melbourne.’
‘When looking to grow the venue portfolio it was important we added venues that fitted in that ‘uniquely Melbourne‘ category. We didn’t just want a ballroom or former restaurant/bar.’
In 2018 Showtime Event Group added the Old Melbourne Gaol and the State Library Victoria to its venue portfolio as the exclusive event partner and caterer, and in 2019 aligned with other unique spaces such as the Timberyard, hosting the 2019 AIME Hosted Buyers Welcome.
‘We now have over 16 exclusive spaces and access to many more. In the coming years, we are excited to curate some very exciting events within these spaces taking ‘immersive dining’ to a new level, and meeting that ongoing brief of ‘Money Can’t Buy Experience’.
In addition to unique venues, experiential dining and world-class catering, Showtime Event Group are end to end event managers, so international clients only need to deal with the one supplier for their venue, entertainment, catering and delivery.
‘We’ve definitely found our niche in the Melbourne business events landscape, and we love being known as the social event specialist’.