Providing a money-can’t-buy experience for guests and celebrities alike, The Star, Sydney’s premier events and entertainment destination has transformed the VIP red carpet from an ordinary procession into an experiential event experience in its own right.
With its large entry area facing Pirrama Rd, Pyrmont, event producers are using The Star’s red carpet space as another component to their event production. Spearheading the trend, the 2015 ARIA Awards, held Thursday 26 November, revealed the full capabilities of The Star’s red carpet offering.
With an impressive podium erected on the David Jones sponsored red carpet, former X Factor contestant and nominee for ARIA Song of the Year Nathaniel, took to the stage to belt out his hit ‘Live Louder’ in front of a frenzied audience of admirers. The red carpet had performances, media interviews, two huge media walls, seating for fans, designated media and VIP viewing areas, an impressive 83m long red carpet and a custom built stage that was sponsored by The Star.
A full media pack lined the unique event area, which offered VIPs several opportunities to engage with media and fans on the walk through to the Event Centre.
Jayson Heron, Director of Sales at The Star Sydney, said the red carpet treatment at The Star extends well beyond its physical manifestation.
“Instantly recognisable throughout the world and synonymous with prestige, glamour and celebrity, the red carpet is one of Sydney’s hottest pieces of real estate. We’re seeing a massive trend towards red carpets being managed as an event in their own right and the ARIAs was a stunning example of that.
“The Star’s red carpet is popular with event producers as it encompasses a massive street level area which gives them a lot of options for pre-press opportunities, public engagement and sponsorships, all with the Sydney Harbour in the background,” said Mr Heron.
Due to The Star’s advanced audio visual technology and capability, it is becoming a favourite destination for live streaming. At the ARIAs, Network Ten captured the glamour of the David Jones red carpet, turning it into a 30 minute prime time segment, while viewers at home could tune in live to the webcast.
Taking full advantage of The Star’s integrated offering, on Monday 28 September, 750 of the NRL community’s elite gathered to celebrate the Dally M’s at the Event Centre. Making use of the complex’s luxury accommodation offering, rooms in The Darling hotel were transformed into Dally M Styling Suites for use by the wives and girlfriends to prepare. VIPs then made their glamorous arrival at the main event in front of the massive media pack who lined the red carpet entrance.
Another way the red carpet has been used uniquely was at the launch of Matilda the Musical at The Star’s Lyric Theatre on Thursday 20 August. This time VIPs enjoyed an interior red carpet experience, by traversing a carpet that snaked from street level to the theatre inside. Hollywood A-listers Joel Edgerton and Rachel Griffiths were joined by Tim Minchin, Rob Mills, Richard Wilkins, Sonia Kruger, Kerri-Anne Kennerley, and Lisa Wilkinson. Eager to catch a glimpse of the celebrity arrivals, fans lined the red carpet, watching as their favourite celebs were snapped in front of the media wall.
“The integrated nature of red carpet events at The Star truly captures a unique, world class experience that delivers results time and time again for fans, media, attendees and of course, our clients. It’s a winning combination of superior venues, class leading audio visual production, highly skilled banquet teams and exemplary accommodation, all within the one integrated resort,” said Mr Heron.