Sydney Festival, the annual celebration of art, culture and ideas that takes over Sydney every January, along with The Star, Sydney’s premium events and entertainment destination, have today announced a new four-year Principal Partnership.
An existing partner of Sydney Festival, The Star is aiming higher as it steps up to become the Principal Partner from 2014, supporting one of Australia’s most significant cultural events.
Following an $870 million redevelopment, The Star will leverage its award-winning restaurants, hotels and events and entertainment venues to enrich and enhance the much anticipated Festival for all Sydneysiders, plus interstate and international visitors. From pop-up bars atop its recently opened Event Centre rooftop overlooking the Sydney skyline, to performances and special events in its live venues including the Sydney Lyric, Marquee and Rock Lily, the plans for January should leave Sydney in much anticipation for what is in store.
Sydney Festival Director, Lieven Bertels, says the Principal Partnership agreement with The Star is a perfect marriage between two of Sydney’s most-visited attractions. “The Star is one of Sydney’s flagship destinations, and the Sydney Festival is one of Sydney’s signature events,” he said. “The synergies between our “This is our city in summer” positioning, and the place that The Star occupies in Sydney all year round, presents many opportunities to take the Festival to another level.”
Echo Entertainment CEO, John Redmond, highlighted the important role the new partnership would play in the ongoing repositioning of The Star in Sydney and internationally. “The recent $870m renovation is transforming the way The Star is enjoyed and perceived by Sydney-siders and visitors alike. The new Principal Partnership with such an iconic Sydney event will further highlight the role that The Star is playing as an important part of Sydney’s offering.”
The synergies extend beyond branding, however. Redmond believes the partnership will contribute to a truly spectacular experience for Sydney-siders in January, as well as a driver of international and interstate visitation: “While The Star has been involved with Sydney Festival for some time now, we are thrilled to be increasing its support in becoming the Principal Partner of this iconic, much loved and very valuable cultural celebration.”
The Star’s Managing Director, Frederic Luvisutto, believes The Star’s partnership with Sydney Festival is a perfect match. “The Star offers a multitude of entertainment venues to host the many varied events of the Festival, plus hotel, corporate and hospitality facilities for visitors. We already love hosting both local and international guests during the Festival and look forward to celebrating summer, art and performance throughout this partnership. We are thrilled to be supporting the inspiring and innovative performances which the Festival is renowned for, to prosper for future years.”
Bertels added: “Access to such a spectacular range of venues presents a great avenue for us to deliver a memorable and unparalleled Festival program starting in 2014.”
The Star’s cultural credentials span various venues, international acts and celebrated shows, with the Sydney Lyric playing host to everyone from Al Pacino and Kevin Spacey (in Richard III) to Stevie Wonder and Elton John. The new state-of-the-art Event Centre played host this year to the coveted Australian Academy Cinema TV Awards and the Prix de Marie Claire awards.