Creating THAT vibe
When curating an event, we strive to elevate the guest experience. From arrival, through to post event, we seek to create a sensory journey for the guests to see, taste, hear and touch. Our aim is to ensure that the audience feels embraced, and each occasion has a memorable, and lasting impression.
We call it a vibe.
The event ending with a rapturous sing along, guests danced with their hands in the air, and felt the vibe that just like that . . . events were back.
Our challenge, staging that very first event !
To launch MCG Events, we challenged ourselves to develop a business lunch for key individuals across sport, events, media, and industry – gathering them to celebrate at one of the very first ‘in person’ events held in Melbourne post COVID lockdowns. It was a key opportunity to kick off the event season and showcase the new Hospitality Partnership between the Melbourne Cricket Club and Delaware North.
Developing a concept
We had a clear vision of what we wanted to celebrate. The three things that epitomised MCG Events – Food, Fun and Melbourne! Our lunch event was themed ‘Food and the City’, and with a nod to the Sex and the City esque New York fashionistas’, as we set out to create a stylish event that epitomised those three words.
Working with Melbourne’s leading party, event and furniture hire company- Harry the Hirer, we set the room ‘in the round’ with a central stage, emulating the way spectators look into the MCG, and a team huddles before the bounce. This created that desired feeling of intimacy and coming together – after being apart for so long. The room was elegantly styled with a mix of cobalt blue and aloe green totem chairs, Monet patterned napkins, Olsen vintage gold cutlery, and crystal cut glassware.
That on-arrival buzz
The pre-event area felt ‘electric’, rivalling that sense of emotion reserved for an arrival lounge at an international airport. Over a hundred people gathering, embracing, and celebrating a return to events. An overwhelming sense of relief, and accomplishment to be at the end of such a long period in lockdown, infused with a rush of energy and excitement to be back together. Photographer Jim Lee captured guests on arrival, as Melbourne based contemporary artist Zory McGrath, spoke to the commissioned art work that represents ‘A Day in the Life’ of the MCG’ – specifically created to showcase what to expect from the approach to non-match day events across the ‘G.
Pulling together an eclectic panel
Our panel of foodie guests, gracing the central stage, were each invited to share their own story about how the celebration of food and the city is shaping post lock down life. Presented by AFLW Footy Show host, Brihony Dawson, panellists included Nornie Bero (Owner and Head Chef, Mabu Mabu), Nick Riewoldt (Celebrity MasterChef Winner, Media personality and retired AFL Footballer), Anthea Loucas Bosha (CEO, Food+Drink Victoria), and Sally Capp (Lord Mayor of City of Melbourne). Each panellist highlighted that at the centre of how we gather, and how we showcase Melbourne – is food, and its importance in how we as Melbournians, celebrate and have fun.
Menu with a twist
In a tribute to our stadia environment, we developed a menu full of the classic footy fan favourites, but with a twist including:
‘Chicken n Chips’ (Lemon marinated free range chicken breast, hand cut sweet potato chips, flamed cauliflower, French beans, creamy truffle jus)
‘Meat Pie’ (Free range roaring forties lamb shoulder, roasted lamb cutlet, petit heirloom vegetables, paris mash, summer pea puree, parmesan pastry crisp
Finished with ‘Donuts’ (Soft jam donut, filled with vanilla cremuex, whipped valrhona chocolate mousse and raspberry jelly) and a ‘Chocolate Bar’ (Almond sponge, milk chocolate mousse, caramelised peanut brittle)
Something to sing about
To capture the emotional celebrations, we invited Song Division to create a unique soundtrack to capture the essence of the event. Led by Brihony, Katrina, and Alex, guests were invited to compose lyrics, select the key cords and choose the style of music to develop this bespoke composition.
A crowd vote by applause saw the genre rock, outvoted by the Country / Pop theme, with the hero line ‘Hands Up, you know we’ve survived, Melbourne your city’s alive’ become the chorus opener.
The event concluded with a rapturous sing along, guests danced with their hands in the air, and felt the vibe that just like that . . . events were back.