Melbourne: why this city will always be the events capital

Melburnians in business, sport and politics share why our city is still a dazzling international drawcard.

David Abela
Founder, 3 Degrees Marketing

Events guru David Abela has long championed our city as the place to be when it comes to global investment.

He had an advising role in French couturier Chanel making its Melbourne retail debut some 20 years ago, and Italy’s Gucci sponsoring the VRC’s Spring Racing Carnival for 10 years.

In 2022, he’s all about keeping that momentum going, working with the best in the business to maintain Melbourne’s reputation.

Whether placing Japan’s Nikka Whisky in Melbourne’s upmarket bar scene, working with the Australian Grand Prix to lock in lucrative sponsorship deals or launching the Hyatt Centric hotel off Flinders Lane, Abela is all about encouraging overseas brands to splurge here at a time when others might be cautious to do so.

“Globally, international brands have always had a strong presence in Sydney, but we helped break down the barrier and shortened the time between interest in Melbourne and execution of events here,” says Abela, the founder of 3 Degrees Marketing.

Bringing Chanel’s boutique to Melbourne’s CBD was his first breakthrough as an ambitious 23-year-old.

“Chanel understood Melbourne as a serious contender to Sydney and we helped them activate here,” Abela says. “When Gucci first came to me it was because they knew I cared about Melbourne and our city. I’m often a mediator when it comes to what they’ll do next.”

He has worked alongside F1 gun Lewis Hamilton, singer Harry Connick Jr, actor Goldie Hawn and model Shanina Shaik – and the advertising dollars followed. There have been Rolex events, Bottega Veneta fashion soirees and Gucci boutique parties with A-list celebrities aplenty.

“I’m a pulse check on what’s going on in Melbourne,” Abela says.

“These brands genuinely want to understand how Melbourne customers are feeling and want to be here, in our market, in these times.”

The Melbourne-born businessman is opening a new restaurant, Untitled, in Richmond this month, in a joint venture with Andrew Ryan and Daniel Vid (Ugly Duckling, Melbourne Pub Group).

Hugh Allen
Head chef, Vue De Monde

Fine-dining magnet Vue De Monde is changing it up in 2022, bringing in a new menu where local produce is king and embracing local clientele. Although souffle classics will always be on the menu, the emphasis is on native ingredients, unusual things you wouldn’t have tried elsewhere, and wine-matching experiences.

“Thirty to 40 per cent of our clients would be international guests visiting Melbourne, but now we’ve seen 100 per cent locals get behind us,” says head chef Hugh Allen.

“We sold more wine and Grange bottles than ever before in the past year, and more than what international visitors would ever buy.”

A renovation is on the cards for mid-year, more Australian artworks will be on display, and French silverware and glassware will be swapped for local artisan pieces to channel modern Australiana.

Sally Capp
Melbourne Lord Mayor

“We have a lot of confidence about the future of Melbourne,” Lord Mayor Sally Capp says. “We appreciate we’re still in a time of turbulence as we transition to the new rhythm of what we are as a city, but looking at where investors are putting their money, overwhelming they choose Melbourne.

“Whether it’s commercial or residential developments and new hotels like the Marriott Docklands and Meridian, it should give us a sense of the positive momentum.

“March in Melbourne is all about Hamilton coming to the theatre and Melbourne Fashion Festival returning to the fashion capital of Australia. It’s representing the creativity and hard work of a sector that is so important to us – from the makers to the retail sector and events that help deliver it.”

Edwina Murphy
Marketing manager, Peroni

Nobody serves Italian dolce vita like Melbourne can – hence why Peroni has committed its biggest budget spend to our city in the last five years. The official beer sponsor of the Australian Open tennis has now moved into prime position at the Australian Grand Prix, announcing a partnership with the Aston Martin F1 Team.

“Melbourne is our biggest market so it makes sense to invest here,” says marketing manager Edwina Murphy. “The millennial audience aspires to live an elevated life. Head office knows the importance of Melbourne.”