30th Asia-Pacific Venue Industry Congress attracts record 554 attendees and shares inspiration, innovation and knowledge

The Venue Management Association (Asia and Pacific) completed its 2023 Asia-Pacific Venue Industry Congress hosted over three days from 21st to 23rd May at Centrepiece, Melbourne Park having attracted a record 554 attendees.

Drawing together venue industry professionals in the Asia-Pacific, the Congress delivered three impressive days of inspiration, innovation and knowledge shared across 22 education sessions featuring 68 industry expert speakers. Each session brought a new level of information and guidance to this year's delegates.

Monday’s International keynote was delivered by Skarpi Hedinsson who joined the Los Angeles Rams in February 2017 as the organisation's first Chief Technology Officer. In this role, Hedinsson oversees the team's technology strategy, shared service delivery and management of both football and corporate technology activities. Hedinsson drove the vision for and led the team that oversaw the implementation of technology throughout SoFi Stadium – the new home of the LA Rams and housing the massive, first of its kind “infinity screen”.

Hedinsson shared his keys to success in the development process and noted that he immersed himself on the construction site to ensure that the owners and tenants were delivered the technology that was envisioned. Hedinsson also highlighted the importance of looking after the technology from day one and to understand the contractors remit and to engage with the designers. He forced himself into all conversations and recommends having a technology team independent of the contractor.

Hedinsson compared the American experience of sport to English Premier League noting that the American way is to engage with fans and to think of the event as a live production – not just the game. The technology developed to engage with the fans has included Avatar activation – using Avatar Lens by Snapchat. Hedinsson sees the Snap Lens technology as being a stepping stone towards augmented reality with a need to pay attention to the metaverse.

Following on from Hedinsson’s keynote was a panel discussion on Wayfinding and how Marvel Stadium is leading the way with technology in the Southern Hemisphere. The AFL envisions Marvel Stadium to be one of the world’s most connected and innovative sports and entertainment facilities, focussing on technology that delivers unparalleled digital experiences for guests.

In collaboration with commercial partner Telstra, recent enhancements to the venues Wi-Fi and 5G networks have laid the foundation for a novel, human-centric design approach to addressing common fan problems. In this session, AFL Technology Chief Rob Pickering was accompanied by Chris Harrop from Telstra and Scott Thomson from Google to discuss a ground-breaking 5G-enabled augmented reality (AR) feature that will allow users to engage with content, digital character exhibits, immersive fan experiences and in-venue wayfinding.

Rebecca Barry’s interview of Annabelle Herd, Chief Executive of ARIA and PPCA highlighted the challenges Herd encountered in the music industry and the need for courage as a leader to implement change. Herd shared that there was much made of her role as the first woman CEO of ARIA and how she was often criticised for not acting forcefully enough to deal with challenging issues.

Herd outlined the unacceptable and distressing conditions she found to exist within the music industry; her involvement in actioning the Music Industry Review; and her commitment to ensuring the industry offers a workplace that is safe, equal, diverse, inclusive, and fun.

A Counter Terrorism Update was provided by a panel including Wayne Middleton from Momentus, Darren Horne from Melbourne Convention and Exhibition Centre; Sue Max from VenuesLive (NSW); Inspector Paul Robotham and Assistant Commissioner Mick Hermans from Victoria Police.

Covid may have dimmed the spotlight for the last few years but the issue has not gone away. While the threat assessment may have recently been downgraded in Australia and NZ, venues remain prime targets for terrorism related threats and actions.

Issues highlighted included the lack of security staff with VenuesLive noting the staff shortage continues to be challenging while the security risk of drones was also discussed along with the announcement of the new Venue Safety and Security education program.

Tim Worton, Group Director of Arenas at ASM Global Asia Pacific brought together the ‘Promoters Panel’ which included a line up of industry heavyweights talking all things innovation and adaption in the promoting game: Reegan Stark, Chief Marketing & Communications Officer at Frontier Touring; Liza Evely-Thompson, Managing Director of Feld Entertainment; Luke Hede, Vice President of Touring at Live Nation; Tim McGregor, Managing Director of TEG Live and Wayne Middleton Global Vice President, Risk at Momentus Technologies.

Tim McGregor “market is in great nic…but extra costs are challenging”
Liza Evely-Thompson “Rise in Interest rates not affecting us at the moment. Next two years are looking good”
Luke Hede “Phenomenal start to the year and will continue”
Reegan Stark “Appetite from big artists is huge and we haven’t even started to announce all the tours”

Other topics discussed included staff shortages; relationships with venues;  emergence of K-pop; rising costs of freight, security, cleaning, labour and replacement of turf; quality of staff and production equipment; rise in popularity of comedy shows; rise in fans’ expectations for sustainable events; and the need for venues to deliver good accessibility and customer service.

The second day of the congress commenced with a panel discussion on crowd management with the panel including Lauren Castles Executive Manager, Member and Guest Experiences at Melbourne Cricket Club; Manuel Lawrence, Senior Consultant at Arup; Mark Oxnam, Executive Manager, Security and Precinct at Melbourne Cricket Club; and Michael Roberts, Associate at Arup.

The case study discussed was a Melbourne Cricket Club (MCC) and Arup project to enhance the user experience at Gate 2 of the MCG, on event and non-event days. The discussion focussed on how advanced ticketing and security screening technology can be integrated with crowd modelling analysis to deliver a user experience that is frictionless and seamless.

The continual growth in lifestyle choices has exploded into the beverage market. With forecasts that consumption volumes of no- and low-alcohol beverages in Australia will grow by +16% over the coming two years. The panel discussion on this topic focussed on how venues are positioned for this social transition and how well prepared they are to stock and sell no- and low-alcohol beverages. The changing nature of their patrons’ expectations was also highlighted.

Matt Omond, General Manager, Food and Beverage at Adelaide Oval along with Claudine Collins, Division Manager, Hospitality Experiences at Australian Grand Prix Corporation; David Murphy, Flavour Architect at Lyre's Spirit Co; Mark Wright, Principal at Wright Venue Consulting; and Craig Menzies, Executive General Manager Food & Beverage at Venueslive entered into an enlightening discussion.

Omond noted that venues have to provide patrons a choice but it comes with challenges adding that the demand varies widely between different events and it involves trial and error before you get it right.

Menzies added that for venues to compete “with the sofa”, they need to provide their customers with their preferred product with Omond adding that venues must have capacity to be agile as the market will be very different in five years. The Panel also touched on liquor licencing; juvenile consumers; lack of cool room space; and the need for venues to have flexibility in contracts to expand portfolio of offerings.

Delegates next heard about the significant undertaking of transforming the arts in Melbourne. The Melbourne Arts Precinct is a globally significant space of gathering and creativity. Through the Victorian Government’s $1.7 billion investment, the Melbourne Arts Precinct Transformation project will enhance this living heritage through the major rejuvenation of Arts Centre Melbourne, delivering The Fox: NGV Contemporary, joined together by a beautiful new green public space, supporting biodiversity and connecting to the city through Federation Square.

Lars Brandle, Global News Editor at Billboard Australia brought together a panel discussion on the  Changing face of Ticketing which saw Cameron Hoy, Managing Director of Ticketek; Andrew Travis, Chief Executive AXS Australia & New Zealand; and David Marcus, EVP, Global Music at Ticketmaster debate topics including the benefits of bundling and adding value; digital ticketing and the role NFTs play in accessing events; AI and its ability to personalise the experience; dynamic pricing; and their shared disdain for Viagogo.

Day two of the Congress wrapped up with a panel discussion on the Future of Venue Investment and while the topic of the new Hobart Stadium was notably avoided, Tony Shepherd AO, Chairman at Sydney Entertainment Quarter stated that with governments having run out of money, the SEQ were looking at the private sector for investment to make it the “sport and entertainment hub of Australia”.

Harvey Lister AM,Chairman & Chief Executive at ASM Global Asia Pacific along with Guy Ngata, SVP Venue Development - Australia & New Zealand at Live Nation and Tim Long CVE, Managing Director of Hawkridge Entertainment Services discussed how the cost of large infrastructure can be politically sensitive and debated the right time for commercial organisations to step in.

Summing up the Congress, the VMA shared "the event would not have been the success that it was without the strong support of our sponsors and event partners and in the large number of brands wanting to put their products, services and solutions in front of our delegates on the sold out exhibitor trade floor.

"Our host venues delivered an amazing experience for our delegates and the professionalism and dedication of the event teams at both Centrepiece, Melbourne Park and the Melbourne Cricket Ground shown through. One of the highlights of the Congress was the amazing catering and dining experience delivered by the Delaware North teams at both venues. These two venues embraced the opportunity to host their industry peers from across the region, and they simply knocked it out of the park.

"Thank you to all of the delegates who attended the 30th Asia-Pacific Venue Industry Congress. We couldn’t be more excited to do it all over again next year for the 31st Asia-Pacific Venue Industry Congress in Brisbane which is already in planning for May 2024."

Images. Credit: Karen Sweaney