ANZ’s corporate hospitality, which involves a pre-match dining experience in their company marquee, where guests and executives can network before being led to their premium seats inside the Rod Laver Arena, is typical of the approach most corporates are taking.
Jordan Leask, the co-founder of Tixstar, a marketplace that organises luxury packages for international events such as racing carnivals and the Formula One grand prix, says the Australian Open remains one of the most sought-after entertainment events for the top end of town.
“Although networking and talking business during matches is difficult due to the nature of tennis, the surrounding experience is an amazing platform for corporates, with immersive dining, amazing brand activations and entertainment throughout.”
Increased expectations
Head of operations at Tixstar Damien Mersini said the expectation from customers has increased significantly alongside the rising dominance of technology and social media.
“This is definitely felt in the hospitality sector. People are settling less for just a ticket and want to create an experience. Something to walk away with, a story to tell … or that next Instagram moment.
“Enjoying hospitality and ultimately the main event needs to be a seamless and convenient process. All within the same precinct, everything sorted.”
Tech company Infosys, which took over from IBM as the Australian Open’s technology partner, has also discovered the importance of creating an enhanced technological experience for fans and guests alike.
“These days, people are seeking richer experiences from sporting events and, in fact, all parts of their lives,” senior vice-president Andrew Groth said.
“Fans are no longer simply watching tennis, they are interacting with it across multiple touch points. This is where technology fits in, because it can enhance the way we consume sport, [with] real time insights on the game and data analytics that lets fans understand more about their favourite players.”
Thursday at the Australian Open featured women’s semifinals action, with eighth seed Petra Kvitova beating unseeded American Danielle Collins in straight sets. She will face fourth seed Naomi Osaka in the women’s singles final on Saturday night.
The Open also continued to attract the stars courtside. Watching from the stands on Thursday were Nicole Kidman, Keith Urban, Anna Wintour and Baz Luhrmann.
from Just News Viral http://bit.ly/2DveqmG
0 Comments