WA BUSINESS EVENTS - The West Australian · Business events – embracing conventions, exhibitions...
Transcript of WA BUSINESS EVENTS - The West Australian · Business events – embracing conventions, exhibitions...
ADVERTISING FEATURE | Published Wednesday May 2, 2012
• All you need to know about organising a
business event
• Get advice from leaders in the industry
• Your guide to The Perth Event Show
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WA BUSINESS EVENTS2
measures; by actual number of
delegates secured and return on
investment to our government
and industry stakeholders. Our
innovative marketing projects
lead the world and the results
illustrate this,” Mr Beeson said.
“But fundamental to this
success for Western Australia
is the business event industry
which underpins it. This
supplement and The Perth Event
Show highlight some of the
venues and suppliers that help
to make Western Australia such
a vibrant, fresh and dynamic
business events destination.”
Business events –
embracing conventions,
exhibitions and incentive
travel groups – make a
signifi cant contribution to
the Western Australian
economy. Knowledge,
innovation and export
income are just a few of
the benefi ts the business
events industry brings to
the state.
The Perth Convention Bureau
(PCB) is charged with marketing
Perth and Western Australia as
a business events destination.
Established as a not-for-profi t
organisation in 1972 and now
in its 40th year, the bureau
receives funding from its industry
members, the State Government
(via Tourism Western Australia)
and major partners the City of
Perth and the Perth Convention
and Exhibition Centre.
The business events industry is
a substantial and growing one.
In 2009 alone, the value added
export income generated by the
conferences PCB secured was
$150 million and resulted in 1700
full-time jobs. The substantial
value of this industry is driven
by the high yielding conference
delegate, who spends up to fi ve
times more in WA’s economy
than a leisure tourist.
But the business events sector
means more than just dollars.
Conventions showcase Western
Australia’s areas of excellence,
enabling closer business,
academic, cultural and social
ties with international peers.
Hosting conventions provides
more Western Australians
with the opportunity to
participate, introducing them to
innovation, ongoing professional
development and networking
opportunities.
Importantly, the business
events sector encourages the
development of infrastructure
– hotels, venues, restaurants
and attractions – and the
professionalism and diversity
of the providers of goods and
services to the business events
sector that enhance the quality of
life for every Western Australian.
Perth Convention Bureau
Chief Executive Offi cer Paul
Beeson confi rmed Perth and
Western Australia remained
highly desirable destinations
for business events. The state
continues to see investment
in new infrastructure and the
tourism industry.
“With a range of new hotels
in planning and substantial
upgrades to those existing,
Perth is well placed to leverage
the inbound conference
demand,” he said. “This,
combined with new venue
space such as Perth Arena and
the Burswood Entertainment
Complex, will ensure Western
Australia remains a premium
destination for conference
organisers.”
Over the past fi ve years,
the bureau alone has been
responsible for securing
convention business worth more
than $395 million in value to
Western Australia.
“As a bureau, we are out-
performing our Australian
competitor cities in many
Business events sector: a signifi cant and growing economic driver for WA
Paul BeesonChief Executive Offi cerPerth Convention Bureau
3
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WA BUSINESS EVENTS4
The Perth Event Show
is back for its second
year and will be held at
Perth Convention and
Exhibition Centre on
May 16 and 17.
CMS Events Director Richard
Campbell said after last year’s
successful inaugural event, the
2012 event would be even bigger,
showcasing 100 exhibitors with
1200 people expected to walk
through the doors.
Mr Campbell, contracted to
organise The Perth Event Show,
said the show aimed to open
people’s minds to creative options
and improve their business events.
Subsequently, that would improve
the events industry.
“We hope to provide an
opportunity for primarily Perth
Convention Bureau members, but
also the wider business events
industry, to showcase what
they’ve got,” Mr Campbell said.
“The Perth Event Show is about
promoting events and getting
people to see what’s in the
marketplace. The importance of
the show is to provide a showcase
for the people locally and offer a
cost-effective way for businesses
to get involved as far as exhibiting.
“There are a lot of executive
assistants (EAs), personal
assistants (PAs), general
corporates and association
people who run events.
There are a lot of options
out there for them, from the
venue to the theming, audio-
visual, presentation and
speakers, entertainment and
accommodation – it’s endless.
“The decision makers are the
EAs and PAs; they are the ones
tasked to go out and produce
the best event for the company.
It’s usually their decision on
where they choose, who they
choose and how they choose
to run their event. They are the
people we want to impress and
the people we want to get to the
show.
“People are being far more
discerning in looking at what
they do and how they do it.
In circumstances like that,
exhibitions should fl ourish
even more so because they’re
providing people with everything
they need to know in one place,
so they can economise on their
time and get a good choice.
When times are tough this sort
of exhibition works better both
for the exhibitor and the visitor.
“Exhibitions are important,
especially in an industry that’s
about exhibitions.”
The Perth Event Show is back
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Promaco Conventions
is a leading professional
conference organisation
(PCO), founded 25
years ago by Don
Pearce, a former
Chairman of the Perth
Convention Bureau.
Managing Director Livia Russell
said a PCO was the architect of
an event, playing a critical role in
putting the event together.
“I compare organising a
conference to building a multi-
story building, in that there are
so many different aspects you’ve
got to pull together,” Ms Russell
said.
“On average, you’re looking at
about 35 to 40 different aspects
in a conference that have to
be pulled together to make the
event work. You’ve got to have
a working knowledge of those
aspects.
“A PCO assists the committee in
organising the whole event, from
drafting up the budget, through
to the fi nances, helping them
with the promotional plan, taking
registrations, assisting on the
day and doing the feedback and
evaluation.
“Whatever industry it is, you
have to get the best possible
people to be your keynote
speakers and you must put
time into getting a good
program. It makes a better
conference and you will attract
more delegates.
“The role of a PCO is to be
there with the committee and
advise what is going to work.
Understanding the committee’s
needs and goals and not losing
track of the big picture is the
most important thing to running
a successful event.
“With a lot of committees, they
don’t have a lot of time to do all
these things, but we can push
them along. They get a better
success with the conference
with a PCO.
“The advantage is having
somebody who knows what
they’re doing and can avoid
a lot of problems. There are
many groups that do their own
organising. But there are lots of
traps you can fall into very easily
and they can be costly.
“In some cases, there’s up
to four years planning for
international conferences and
up to two years for national
conferences. On average, you’re
looking at 1000 and 2000 hours
of work per conference.”
Building successful events
ESP Event Services
Director Hayley Hinchliffe
said a good business
event needed to have
a strong business
outcome, such as an
increase in sales or leads.
Miss Hinchliffe said key aspects
for a successful corporate
event included branding and
supporting the business’s core
values and corporate identity.
“Many CEOs will only look at the
cost of an event, but after the
event they see it benefi ted many
aspects of their business. It’s not
about just throwing a party – there
needs to be a business goal in
mind,” she said.
“A seamless event is what any
business host is going to work
for and a greater opportunity for
sales, leads, communication and
brand recognition.”
Miss Hinchliffe said one of the
key things was to make sure
everything ran smoothly so
guests could get the actual
message being communicated.
“There’s a lot to be said for
wowing guests with ideas or a
strange location or a fabulous
act and there’s also a lot to be
said for a very well-executed
event,” she said.
“We’ve made sure guests were
fed, watered and entertained
and came away really happy
spending their time doing that.
Often business events are taking
time away from family, so we
need to make sure there is a
good enough reason for people
to actually do that.
“With any other communication,
such as an advert, you can’t
guarantee somebody’s actually
seen the message you’re trying
to communicate.
“Getting face to face with
people and spending that
time capturing those people
between those four walls of that
event, there’s nothing to dilute
the message. They have to sit
there and listen to it and there’s
nothing to distract them. It’s
the most perfect opportunity
to get something through to
somebody.”
Going through an event
organiser will ease the pressure
off a company and promise a
successful event. ESP has been
running events for almost four
years and holds around 200
events a year.
“We do events every day, it’s
what I live and breathe every
day. We’re constantly seeing
the newest and latest ways of
doing things, which can often
lead to saving time and we can
often negotiate the best deals
because of the sheer amount of
how much we book,” she said.
“Events are quite busy and right
before the event there is quite a
lot to do. Especially on the night,
there is nothing worse than
seeing somebody run around
like a maniac, not knowing how
to fi x problems, not knowing
how to sort things out. We can
be giving attention to the main
sponsor and ensuring everything
is looked at.
“So really, from a business
point of view, it delivers a better
business outcome for the
company.”
WA BUSINESS EVENTS6
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WA BUSINESS EVENTS8
From Mariachi bands
and didgeridoo players,
to comedians and
everything in between,
BBC Entertainment can
fi nd just about any artist
you’re after to keep your
guests entertained.
Operating for 40 years, BBC
Entertainment is considered one
of Western Australia’s largest
entertainment specialists, booking
around 3000 events a year.
According to BBC Entertainment
Director Beth Ormsby,
entertainment is integral to a
successful event.
“It’s absolutely critical
entertainment is there to have the
audience interact, to get them
up and mobile on the dance fl oor
and to have them interact with
their peers, colleagues and fellow
delegates,” she said.
“Invariably, people will not
remember whether they had
the fi sh or the chicken, but they
will remember if they had tears
running down their eyes because
they thought the entertainment
was hysterical, for example.
That’s what they’ll remember.”
With entertainment ranging from
ventriloquists, snake throwers,
skydivers, fl amethrowers, laser
shows, stunts, illusions, magic
acts and much more, the ways to
entertain your guests are endless.
“It completely changes the
mood. It has people doing
things they would not do without
entertainment. It’s crucial,” Ms
Ormsby said.
She said a strong Master of
Ceremonies (MC) was also
integral to a successful event.
“An MC is the link, the mortar
between the bricks,” Ms Ormsby
explained. “The MC keeps it
fl owing and together.”
BBC Entertainment brings in a
large spectrum of entertainers
Australia-wide and internationally,
in addition to local talent such as
MCs Tina Alteri, Tim Gossage
and Russell Wolfe.
Entertain and excite your guests
Focus Promotions has
provided Perth with
band management,
events coordination and
theming ideas for more
than 30 years.
According to Focus Promotions
Entertainment Consultant Brian
Davidson, entertainment at an
event is critical.
“You can have the décor
looking fantastic, you can have
the meal sensational but if the
entertainment is not up to scratch
people are disappointed,” he said.
“When you consider the time
frames – the person is eating
for possibly an hour and there’s
pre-dinner drinks for half an hour
– the rest of the night is pretty
much up to those putting all the
bits together.
“People might say, the food
wasn’t that great but I had a
good night out, the comedian
was great or the band was great
and we had a good time.”
With 300 artists on its list, Focus
Promotions provides bands,
comedians, DJs, magicians,
presenters and speakers and
can organise all additional
features of a function, including
catering, theming, staging, sound
engineering and special effects.
“We look after bands like Felix
and the corporate ABBA spin-
off that plays in Perth. We also
provide theming ideas and any
support to the entertainment
factor itself,” Mr Davidson said.
Entertainment is critical
“We never give a client an
artist we have not seen or
recommend. We’re good at
selecting things for people.
That’s what most people come
to us for.”
Mr Davidson said people wanted
to enjoy the atmosphere of the
place. Entertainment makes
the event – and it pays to think
outside the square when coming
up with a theming idea.
“One event we did was a Cirque
du Soleil theme at Perth Zoo.
The zoo was lit up with all
different colours and we did a
Cirque du Soleil show with fi re-
throwers and trapeze,” he said.
“We lit the whole zoo up and it
was quite different. We had face
painters. It was really good fun.
“Those sorts of things excite
people and gets them up on
stage.”
Ms Ormsby being involved was
what excited guests and could
break the ice at a function.
“They want something they
can laugh at or to laugh at
themselves,” she said. “They
want to be involved – seeing the
unusual, seeing artists perform
things that aren’t believable.
“It’s about hitting the mark
with 99 per cent of the
audience. With theming and
production spent, rooms can be
transformed.”
Based in Western Australia, BBC
Entertainment knows WA venues
intimately and supports the local
industry.
“In our experience, it pays to
engage the services of a local
expert, rather than rely on the
often misinformed advice of the
agencies on the east coast,” Ms
Ormsby said.
“Having an expert team on the
ground in WA can make all the
difference to the success of your
event.”
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Creating memorable events
WA BUSINESS EVENTS10
“Where someone
needs assistance
presenting a
PowerPoint
presentation or
showing off their
DVDs, we provide
the equipment to
facilitate that, such as
projectors, screens
and lighting systems.”
AVPartners is an in-
house audio-visual
provider that looks
at the technical
requirements for
business events.
“We do audio-visual for anything
from a small boardroom meeting
to a gala dinner or a fi ve-day
conference,” AVPartners
Director Ryan Taylor said.
“Where someone needs
assistance presenting a
PowerPoint presentation or
showing off their DVDs, we
provide the equipment to
facilitate that, such as projectors,
screens and lighting systems.
“We will provide the sound
system for the entertainment,
we’ll do the lighting for the
dance fl oor and the room and
the theming.
“In terms of visuals, if there are
things that need to go up on
screen, DVDs to be played,
multimedia or PowerPoint, we’ll
make sure those screens are
crystal clear and everyone in the
room has a clear line of sight.
“We’re the link between what
the person is trying to present
and the outcome displayed to
the customer in the room.”
Lighting and audio is important
to creating an atmosphere within
a room.
Specialising in corporate
events, AVPartners has been in
business for almost fi ve years.
“Knowing the technology is only
half the job. The other half is
making sure the presenter feels
comfortable in putting their faith
in you to make them look good
in front of 2500 people they’re
about to present to,” Mr Taylor
said.
“There could be three different
lots of entertainment groups
coming in for one gala, for
example, and we’ve got to make
sure we cater for all of those.
“It’s important we tick all the
boxes; make sure we’ve got
everything covered they want
us to cover. At the same time,
we need to make sure it fi ts
within the client’s budget. It’s
sometimes challenging but
at the end of the day we’re
always trying to look for the best
outcome – that everyone who
attends has a good time.”
Mr Taylor said AVPartners was
constantly keeping up with
changing technology.
“Innovation is important in our
industry because it changes
every day. There are new
products and new equipment
coming into the market every
day and often clients want to
see this in their events,” he said.
“The clients are becoming
so much more familiar with
technology these days.
Innovation is a big thing; we
want to make sure we’re always
one step ahead of the game.
We’re looking at new products
all the time so we can make
sure we provide the latest and
greatest to make that client’s
event different to the next
client’s event.
“Gala dinners are held all the
time, conferences are held all
the time, we’ve got to keep it
interesting and make sure the
delegates want to come back
the next time.”
Get your audio-visual in check
As an events company,
Phenomenon organises
all aspects of event
production from theming,
audio-visual, multimedia,
graphic design and
entertainment and has
been doing so for 12
years.
“We’re looking for the next thing
that’s interesting and different.
We’re not interested in building
something someone already
had, we want to have that point
of difference,” Phenomenon
Director Paul Cumming said.
“What we try to do with the
client’s budget is get them the
best bang for their buck or
‘wow’ factor.
“It’s about making the room
– whether it’s a backyard or a
ballroom – look different to what
people are expecting or what
they’ve ever seen before.
“Listening to clients is imperative
to be able to pull up what they’re
after. It’s not just one thing that
creates a ‘wow’ factor. You’ve
also got to consider what they
did previously so it’s something
they haven’t seen.”
He said theming lifted the event
above the ordinary and was what
stuck in people’s memories.
“Nowadays people don’t want
to just have the night and move
on – they want to get leads out
of that event,” he said.
“They should be thinking: how
long will this event live, will people
be putting up photos of it on the
computer, will they remember
that event, will there be a video
online they can stream, will there
be a little souvenir at their table
so every time they use it they
remember that event.
“The theming brings all of that
together and means people will
remember it for a long time to
come.”
Phenomenal events 11
PERTH CONVENTION AND EXHIBITION CENTRE
Phone: +61 8 9338 0300 Email: [email protected] Web: pcec.com.au
“It helps me
professionally
develop myself, it
helps me learn from
a conference and
bring that information
back to the WA
community.”
Dr Ann O’NeillDirectorangelhands
WA BUSINESS EVENTS12
As a community not-
for-profi t organisation,
angelhands helps
victims overcome violent
crime and was awarded
a City of Perth $10,000
Convention Scholarship
sponsored by the Perth
Convention Bureau’s
(PCB) Aspire program.
According to angelhands Director
Dr Ann O’Neill, the scholarship
provided the opportunity to
attend overseas conferences to
network with international peers
and much-needed professional
development.
The scholarship funded
attendance of the National
Victims of Crime Conference in
Sydney and the National Offi ce
Victims Assistance Conference
in Philadelphia last year.
“PCB provided us with guidance
around eligibility and general
information for applying for
this kind of scholarship. PCB
really helped focus us in the
right direction and was very
supportive,” Dr O’Neill said.
“It was about being able to attend
an international conference and
learn more about what’s been
done overseas, but certainly
promote the groundbreaking work
happening in WA.
Dr O’Neill holds a PhD in
International Health and is the
Secretary of Victim Support
Australia.
“Attending the conference
helps me professionally develop
myself, it helps me learn from
a conference and bring that
information back to the WA
community.”
With angelhands having limited
funding and relying mostly
on the help of volunteers, Dr
O’Neill said funding was very
hard to come by and these
opportunities would not have
been possible without the
scholarship.
“It was a rare opportunity for us
to be able to do professional
development and gather
information at an international
level, as well as promote people
coming here and seeing what
we and other service providers
do.
“The signifi cance is bringing it
back to WA and the capacity to
share those resources. It helps
WA be more responsive to the
needs of people affected by
violence.
“When an individual is affected
by crime or violence, it affects
their work, social life, time off,
sick leave – a lot of those types
of consequences impact on the
workplace.”
angelhands is working towards
bringing to Perth the Australian
National Victims of Crime
Conference in 2013 and the
International Victimology
Symposium in 2015, which
would not be possible without
the support offered by PCB.
PCB helps not-for-profi t
The Perth Mint has a
wide variety of coins
and gifts that make
perfect corporate
souvenirs for your next
event or a gift for your
clients.
“We have quite of variety of
products in our shops that
make good gifts,” Visitor
Experience Manager Cathy
Anza said.
“We have an ‘Engrave your own
Medallion’ product, which is quite
popular because we can put a
company logo or a personalised
message on one side.”
Perth Mint has a series of
themed coins, such as The
China Luna series and Discover
Australia, that make great gifts
for business clients and for
corporate functions.
“The China Luna series is very
popular with Chinese delegates,”
Ms Anza said. “We have the
Discover Australia series with all
the Australian animals and a lot
of people come in and buy those
in multiple. Many people take
those overseas as gifts.
“A lot of our coins have the
kangaroo, koala, kookaburra
and other animals and are
coloured so there’s a wide
variety to suit everyone.
“There are coins with the
image of Perth on the front
and you can have a logo or
personalised message on the
other side. It’s got the Perth
skyline and a swan on the river,
all in colour.
“All our Perth Mint coins are
very popular. They start from
$15 and if bought in quantities,
we can offer discounts for 100
and above.
“We also have a giftwear area
where we sell a lot of gold
products. We have a beautiful
gold bar paperweight. We
have keyrings and all sorts of
souvenirs relative to gold.
“People come to us because
our products are good quality
and there’s a lot of choice.
“The coins are Australian
products, affordable and can
be personalised, particularly the
medallions.”
As one of Perth’s premier tourist
destinations, at Perth Mint you
can have a guided tour, watch
gold pouring or have a small
private function for up to 40
people.
Corporate gifts make your event memorable
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WA BUSINESS EVENTS14
The second annual
Perth Event Show is set
to provide a fantastic
backdrop for anyone
who wants to plan
a business event in
Western Australia.
The exhibition can provide a
range of inspiring ideas for your
next event while you discover
new companies and new
products in the marketplace.
Types of companies include
venues, audio-visual,
staging, theming, furniture,
entertainment, organisers and
service companies.
Staged over one and a half
days, The Perth Event Show
will run from 2pm to 5pm on
Wednesday May 16 and 10am
to 5pm on Thursday May 17.
There will be an Opening
Lunch to begin proceedings
on Wednesday between 12pm
and 2pm, followed by a general
trade opening.
The keynote address of the
Opening Lunch will focus on
the new Perth Waterfront. The
development will be one of the
biggest infrastructure projects
for the city in coming years and
will become a natural part of
the tourism and business event
landscape. Waterfront Project
Director Glen Finn will run the
delegates through the planning
and what it will mean for the
city.
Seminars have been selected to
provide a range of education for
those interested in the business
events industry. Two stages
have been set aside with 11
seminars over the two days.
There will be a range of
incentives on offer from
exhibitors including the A List
Guide, complementary to all
visitors.
Laser Ranger will be running
a competition for best sharp
shooting visitors to win a
corporate function and Executive
PA subscribers will be able
to pick up a complementary
compendium valued at $29.95.
The inclusion of event app
ShowGizmo will provide an easy
exchange of business details
between buyers and sellers. The
app is now available for iPhone,
Blackberry and Android.
Meet and connect at The Perth Event Show
Join us and see just what makes Citigate Perth...
Citigreat!
See you at the Perth Event Show - stand 177
Perth’s perfect location for inspired events of any style, hosting up to 250 guests.
• Day Delegate packages from just $71 pp • Superb Residential packages • Brilliant West End CBD location • 6 contemporary, flexible function rooms • Most venues with natural light • Creative catering & menu options • 277 spacious & stylish guest rooms & suites • Extensive adjacent car parking • Free CAT bus transportation available nearby
Call 9327 7000 or visit www.citigateperthevents.com
UG
P_1
99
01
707 Wellington Street Perth WA 6000
General dates and times
Wednesday May 16
12pm – 2pm Industry Lunch (bookings essential)
2pm – 5pm Exhibition Open
5pm – 7pm The Perth Event Show After Dark (invitation only)
Thursday May 17
10am – 5pm Exhibition Open
Seminar dates and times
Wednesday May 16
2.30pm Event Trends – An industry panel including conferences, exhibitions and events
3pm Social Media – Chris Sylvester of Brandicoot
3.15pm Introducing Human Rhythms – Mickey Shaked
3.30pm What Comes After Plan B – Peter Clark of Arinex
4pm Events Apps are Future Focused – Josh Dry of ShowGizmo
Thursday May 17
10.30am We’re From the Bureau and We’re Here to Help – Anne Last of Perth Convention Bureau
11am Social Media – Chris Sylvester of Brandicoot
11.30am Introducing Human Rhythms – Mickey Shaked
11.45am Event Trends – An industry panel including conferences, exhibitions and events
12.15pm Events Apps are Future Focused – Josh Dry of ShowGizmo
1pm What Comes After Plan B – Peter Clark of Arinex
2pm Introducing Human Rhythms – Mickey Shaked
2.30pm Higher Learning for Events – Edith Cowan University
2.45pm Do I need a Liquor Licence – Jennifer Hilgendorf of Racing Gaming and LiquorPhoto courtesy of The Scene Team
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Cnr Dunkley Ave & Canning Hwy, Alfred Cove I 9330 [email protected]
Riverside Location Weddings I Corporate Events I Special Events I Two Large Rooms I Sundowners I Range of Buffets I Plated Menus I Cocktail Parties I Conference Rooms I Corporate Breakfasts I Ample Free Parking
TOMPKINS ON THE TOMPKINS ON THE SWANSWANFUNCTION CENTRE