In 2013 Showtime Event Group hosted its very first promenade event, the AIME Welcome Reception for 2,500 guests, including industry, hosted buyers and media. The event connected Meat Market, Bohemian Wine Bar, Common Man and Showtime Events Centre with a ‘Streets of Melbourne’ concept, highlighting the flavours, sights and sounds of Melbourne iconic laneways. The event is still regarded as one of the best AIME Welcome parties to date. The Promenade Patch concept has continued to be popular, and SEG currently host in excess of 50 events a year across the combined area.
Outside the Patch area, Showtime Event Group also activates the South Wharf promenade as a space for major events. SEG currently host up to 10 promenade events a year, not only taking over the venues run and managed by the group, but also surrounding venues in the precinct including West Village, Melbourne Cellar Door, Munich and Ariel. Stretching into these spaces allows for capacity in excess of 6,500 delegates.
As a company that focuses very heavily on Business Events, and collaborates heavily with the Melbourne Convention and Exhibition Centre, the Promenade activation’s are a popular choice. It allows delegations coming from the centre to have an offsite venue, without having to board buses and public transport to other locations. Our strategic partnership with the Melbourne Convention Bureau often sees these great concepts appear in international bid documents, highlighting a unique and versatile event option which celebrates Melbourne.
There are not many spaces in Melbourne that can cater for these sorts of groups, in the inner city, and with so many flexible options. To find out more about activating the Pop Up patch or South Wharf Promenade for your next event, contact us.