The Deputy Premier, the Hon Andrew Stoner officially opened the star-studded Event Seminar Program of the Australian Business Events Expo and Sydney’s Event Showcase this morning, with a discussion on the opportunities the ‘Asian Century’ brings to the Business Events and Business Tourism industries of Australia.
“50% of the inbound events secured by Business Events Sydney hail from Asia. Business Events play a crucial role in the development of a strong economy in NSW and the Asian Century represents a once in a lifetime opportunity,” said Mr Stoner.
Lyn Lewis-Smith, CEO of Business Events Sydney, said the biggest change for Australian business was that Asia was fast becoming not only the producer of goods and services, but also the consumer.
“What our Asian clients really need from Australia is the professional development opportunities; there is a real desire to seek out learning and Australia is perfectly placed to provide quality educational experiences,” said Ms Lewis-Smith.
The international theme continued with the highly energetic and much anticipated key note speaker Cheryl Cecchetto, Founder & President, Sequoia Productions who wowed the full auditorium with examples of her high-profile work with The Oscars® Governors Ball and The Emmys® Governors Ball.
Her heavy emphasis on delivering the client’s mission, something she has done for over 25 years with the Oscars®, Cheryl provided the audience with tried and tested advice.
“The gradual change that comes about through continued progress, is the most impactful way to make a statement with repeat clients.
“Achieving the impossible and really going out on a limb is important. Sometimes you will fail, but that’s OK,” said Ms Cecchetto.
Cheryl revealed how she took a one word brief of ‘RED’ to be the inspiration for an enormous 120 foot red rose ceiling treatment, that became the centrepiece of the 64th Governors Ball for the Emmys®.
Inspiration can come from anywhere she explained.
“You can find inspiration from anything, if you can’t, keep looking. I don’t look to the internet, as I was brought up without it. One of my heroes is architect Paul Williams. He had the same challenge I had, to design venues that people don’t want to leave. I need to create spaces celebrities and VIPs want to hang around in.
“However, the most important thing in events is business and branding – to create a mark with the guest forever. You can brand your events in so many ways, not just the typical way with logos, but through the experience you create,” said Ms Cecchetto.
Cheryl highlighted the G’DAY USA organisation, noting that after 10 years the G’DAY USA Committee have created a multi-city program of events, promoting Australian products and capabilities in the USA from tourism, arts, food and wine to investments, business and finance, that events of this calibre and scale can be accomplished by strategic branding.
Her experience in producing the G’DAY USA Black Tie Gala in Los Angeles and the AAA/GDAY USA Black Tie Gala in New York has led her to develop a love affair with all things Australian.
Cheryl’s Australian clients have asked her for a number of years to visit their homeland of Oz, she can’t believe it’s taken her so long to visit.
She will be back