Business Event Report: Analysis of Melbourne Conference Venues

This report provides an analysis of three conference venues in Melbourne, Australia, suitable for different sizes of business events. The report begins with an introduction to the importance of Melbourne as a hub for business events and outlines the methodology used to assess the venues. The report then analyzes three scenarios: a small conference with 100-200 delegates, a medium conference with 600-1599 delegates, and a large conference with 3500-5000 delegates. For each scenario, the report recommends a suitable venue—the Australian Centre for the Moving Image (ACMI), Melbourne Park Function Centre, and the Melbourne Convention and Exhibition Centre (MCEC), respectively—and discusses the spatial design, functional aspects, and operational capabilities of each venue, including accessibility, capacity, and available facilities. The report concludes by emphasizing the importance of careful planning in the business events industry and highlights the suitability of the chosen venues for the specified conference scenarios. The report includes references to relevant literature on event management and conference planning.

Running head: BUSINESS EVENT
Business Event
Name of the Student
Name of the University
Author note

1
BUSINESS EVENT
Table of Contents
Introduction......................................................................................................................................2
Explanations....................................................................................................................................2
Conclusion.......................................................................................................................................6
References and Bibliogaphy............................................................................................................7

2
BUSINESS EVENT
Introduction
The chosen location for this report is Melbourne, Australia. Melbourne is the hub for
business events, seminars and conferences, and one of the most eminent and popular locations in
Australia (Melbourne.vic.gov.au 2017). Organization of conferences is a daunting task, but as
soon as the venue has been decided, the other things fall in place naturally (Yeoman et al. 2012).
This report would be looking into the spatial, functional and operational aspects of three
conference venues. Previously three scenarios were discussed in which three sizes of conferences
and their requirements were assessed. This report would be based on that assessment,
recommend three venues for those scenario conferences and discussions would be carried out to
find out about their spatial design and how that meets the operational requirements. To find these
venues, a thorough search of the venue lists in Melbourne were conducted and they were studied
to tally with the requirements of the conferences and finalized.
Explanations
Conference Scenario 1
In the first scenario, the small conference has been selected for featuring workshops and
forums. The conference would be including 100-200 delegates and 10 exhibitors. The event
would continue for a span of 2 days. The need is to make sure the venue is nearer and
appropriate for travelling. It must also have the atmosphere of choice. Accessibility, tranquillity
and legal permission are other important aspects that needs to be considered while deciding the
venue (Valverde 2012). Moreover, there must be the availability of enough rooms for
accommodating this number of people. With each room having the capacity to accommodate
more than 200 people, 4 rooms minimum would be the requirement. There must be space for

3
BUSINESS EVENT
housing a podium and some usable stage space. Other than the function rooms some spacious
halls would also be required. With around 1 exhibitors, these wide halls would support them
displaying effectively all the items they have in hand and in turn achieve their objectives. These
halls would also be handy in case there is a need for the participants to discuss things over some
refreshments. These halls must allow the staff of the venue to fix things up and set stage for other
sessions. Availability of an extra room would help serve as dining hall.
In Melbourne, the Australian Centre for the Moving Image (ACMI) is a prestigious
conference center. It is the first institution in the world that has explored the moving image in all
the different manifested forms: film, video games, art, television and new media. The
architecture is carried out by Federation Square and the center is a host to several film
screenings, exhibitions, talks and other creative workshops. ACMI has the capacity to host
banquet, cocktail and theatre-style functions from 20 to 400 guests, which is ideal for
conferences, launches, meetings, celebrations and corporate functions. The place features
flexible spaces and modern settings, and there is availability of options for interactive
events, styling, break-out spaces, pre-event drinks and registration areas. The place has world-
class facilities, studio green screen, in-house audio visual, and two state-of-the-art cinemas that
present dynamic presentation opportunities. ACMI helps bring every event vision to life. The
imaginative and prominent spaces of ACMI can meld segments of current exhibitions into the
event, giving an extraordinary foundation to establish a persisting connection for your guests.
Transport is in proximity and car parking is available at Federation Square and in Flinders Street.
Lessen Rowland brings unparalleled ability passing on basic experiences while leading new rules
of significant worth and advancement. The area of the 1307 sq metre. The ceiling height of the
place is 26.7 ht metre (ACMI 2017).

4
BUSINESS EVENT
Conference Scenario 2
In terms of the second scenario, a three-day conference with 600-1599 delegates and 50
exhibitors would not be able to adjust in the requirements of the first scenario. As discussed
previously also, the location aspect is important when choosing avenue for such conferences.
Accessibility and attitude of a specific location are significant when shaping the willingness to
adjust and understand (Ganthalera and Lehnerb 2014). It is all the more complicated when these
delegates and exhibitors are plan plenary sessions and some other concurrent sessions daily, all
the while funding themselves. An attractive location and accessible restaurant are important to be
considered when planning for such conferences. In terms of plenary sessions, the venue should
be big and spacious, and must be strategically meant for being a conference room. For such
requirements of 50 exhibitors, the room must at least be of dimensions as 14000 - 18000m2 for
making sure that all the aspects are taken care of. Such dimensions must ensure that all the
exhibitors have the space to display their items. A podium is a must for addressing all the
delegates. The room must also be well equipped with sanitary facilities for all the visitors. In
terms of conference needs, the venue must check out in terms of furniture availability, tasteful
décor, and even napery for making sure everyone is taken care of. The venue must consider
having sufficient rooms, beddings, with no issue of lighting or power supply. The issue of food
and beverage must be taken care of for accommodating all preferences (Rogers and Davidson
2015).
Melbourne Park Function Centre in Melbourne is the heart of sports and entertainment.
The location host around 600 events and it attracts more than 2.5 million people. It is the home to
a long list of the most iconic and word class experiences. The place is mostly known for being
the host location of the Australian Open and some of the city’s most celebrated sports and

5
BUSINESS EVENT
entertainment events, both national and international. It is an unrivalled location between
Melbourne’s CBD and Botanic Gardens, bound by the Yarra River. The park contains 40
hectares of area. The special combination of function rooms, stadiums, arenas and suites that
offer the ultimate time flexibility for hosting a wide range of events of any size. The park is sent
up in opposition to the huge backdrop of the city’s skyline. The park has sufficient on-site car
packaging, making it easier for the next events. The area of the park is 1800 sq m
(Melbournepark.com.au 2017).
Conference Scenario 3
In terms of the third scenario, these previously discussed scenarios would not work if the
conference involved 3500-5000 delegates and 400 exhibitors. For sessions like plenary and other
concurrent ones to run smoothly the best option liaising with a reputed destination management
company who are adept at conducting the initial preparation in the best interests of delegates
(Mair 2013). These kind of companies helps delegates in accessing the venue by means of travel
facilities, which also involves legal, informational and convenient means of transport. These
companies also make preparations in advance for the different accommodation facilities for
making sure all the visitors are taken care of. They build up programs that meet the people needs
of leisure, networking, social and other forms of programs. The available rooms must have the
space for hosting exhibitions and conferences minus any hurdles. The sanitary facilities at the
time of such conferences needs to be at the best condition so that no one’s health is put at risk.
For accommodating all relevant technologies, power supply and wire connections must be put to
perspective. Additionally, internet services, communication facilities and other related items are
needed to be put in perspective for ensuring smoother operations (Rogers 2013).

6
BUSINESS EVENT
The Melbourne Convention and Exhibition Centre (MCEC) is the best place for
connecting with everything that is needed for a successful event - leading technology, wonderful
and huge space, award winning food menu and the expertise for bringing all of this together.
MCEC has multi-functional plenary, 30,000 square meters of pillar-less exhibition space and 53
meeting rooms. The place hosted everything starting from conventions, meetings and exhibitions
to tradeshows, gala dinners and concerts. The center is located on the banks of the river Yarra in
South Wharf. The place offers majestic city views, and just two stops away from the airport and
a walk’s distance from the Melbourne city center. It has the capacity to host at least up to 5,500
attendees, offering large and intimate spaces, top technology, succulent food and wine, and
highly experienced staff. All these make the MCEC the best and popular choice of conference
center in Melbourne, and the whole of Australasia. It is truly the place for hosting conferences,
as was voted by the World Travel Awards, 2012 (MCEC 2017).
Conclusion
In conclusion, it can be commented that the business events industry is all about
facilitating meetings that helps dispersal of information among people. It is a form of art that
asks for investors in this sector for considering different aspects like number of conferences,
number of delegates and exhibitors involved. The idea of preparing beforehand is correct. It
helps provision of enough rooms, facilities and refreshments. It is important that plenary sessions
get to provide delegates a good experience. The three discussed venues would be perfect for the
previously discussed scenarios. They are the best options available in Australia.

7
BUSINESS EVENT
References and Bibliogaphy
ACMI. 2017. Film, TV, Video Games, Digital Culture & Art Museum. [online] Available at:
https://www.acmi.net.au/ [Accessed 8 Sep. 2017].
Bladen, C., Kennell, J., Abson, E. and Wilde, N., 2012. Events management: An introduction.
Routledge.
Ganthalera, A. and Lehnerb, O.M., 2014, April. Success Factors of Academic Conferences: A
Conjoint Analysis. In ISCONTOUR 2014-Tourism Research Perspectives: Proceedings of the
International Student Conference in Tourism Research (p. 89). BoD–Books on Demand.
Jones, M., 2014. Sustainable event management: A practical guide. Routledge.
Mair, J., 2013. Conferences and conventions: A research perspective. Routledge.
MCEC. 2017. Melbourne Convention and Exhibition Centre. [online] Available at:
http://mcec.com.au/ [Accessed 8 Sep. 2017].
Melbourne.vic.gov.au. 2017. Melbourne as a smart city - City of Melbourne. [online] Available
at: http://www.melbourne.vic.gov.au/about-melbourne/melbourne-profile/smart-city/Pages/
smart-city.aspx [Accessed 8 Sep. 2017].
Melbournepark.com.au. 2017. Melbourne Park Function Centre. [online] Available at:
http://www.melbournepark.com.au/ [Accessed 8 Sep. 2017].
Rogers, T. and Davidson, R., 2015. Marketing destinations and venues for conferences,
conventions and business events (Vol. 14). Routledge.
Rogers, T., 2013. Conferences and Conventions 3rd edition: A Global Industry. Routledge.

8
BUSINESS EVENT
Valverde, M., 2012. Everyday law on the street: City governance in an age of diversity.
University of Chicago Press.
Yeoman, I., Robertson, M., Ali-Knight, J., Drummond, S. and McMahon-Beattie, U. eds.,
2012. Festival and events management. Routledge.