As seen on www.cimbusinessevents.com.au
CIM spoke with Ali Thompson, Head of Business Events at Visit Sunshine Coast, about what the Sunshine Coast’s new brand means for event organisers.
Why the new brand identity for Business Events Sunshine Coast?
The Sunshine Coast sells itself! Known for its stunning beaches and vibrant hinterland, it’s already a top leisure spot in Australia. Our goal was to leverage this strong brand for the business events market. Beyond our natural beauty, we’re a hub for innovation, digital advancements, medical institutions, and agriculture. Many may not realise how much the Sunshine Coast has evolved into a dynamic business hub whilst maintaining its relaxed holiday vibe. Our new city centre in Maroochydore and the presence of major companies further solidify our position.
The Sunshine Coast’s magic lies in blending business with pleasure. With so many unique experiences, our business events truly shine. Our new brand identity captures this essence, highlighting what makes the Sunshine Coast special. After all, we live up to our name – “Sunshine by name and Sunshine by nature.”
What are the latest product options on the Sunshine Coast?
The new city centre in Maroochydore is a standout. It’s rapidly developing, with Altitude Nine being a premier rooftop function venue offering natural light and breathtaking views of the Pacific Ocean, Hinterland and magnificent Glass House Mountains. This venue is perfect for conferences, workshops, seminars, product launches, and more, with a capacity of 150. The adjacent Holiday Inn Express Hotel and Suites makes it even more convenient. Plus, the CBD is filled with stylish restaurants like Market Bistro, known for its luxurious wine library and European cuisine.
Another exciting venue is The Station, accommodating 100 to 3000 people. It’s versatile, hosting music events, trade shows, activations, large conferences, offsite dinners, and awards functions.
Let’s not forget the newly launched Ironbark Paddock and The Crocodile Hunter Lodge at Australia Zoo, and Venu at Coolum, offering private dining and cooking experiences for creative collaboration and brand activation, ideal for high-end events and incentive groups.
Air connectivity got a boost from Air New Zealand – how important is that?
New Zealand is our top international market, and we’ve had seasonal services from Air New Zealand for years. The big news is the year-round Jetstar services starting this December, which is a game-changer for conference and event organisers targeting New Zealand. We’re also just a 90-minute drive from Brisbane Airport. Additionally, Jetstar will begin direct flights between the Sunshine Coast and Cairns, enhancing our direct connectivity.
What opportunities for the Sunshine Coast ahead of the 2032 Olympics?
The Sunshine Coast is a co-host city for the 2032 Olympics, showcasing our maturity as a destination capable of hosting world-class events. This opportunity has significantly boosted our infrastructure, including hotel attraction and three new venues with a $300 million investment. These venues will be ready by 2027, well ahead of the Games, and available for other events. The Olympics have sparked enormous interest in our region, which will only grow as the Games approach.
How can planners use the new sustainability program for their events?
Sustainability is at the heart of everything we do on the Sunshine Coast. Our sustainability program makes it easy for event planners to create eco-friendly events. With the growing importance of ESG commitments, our program positions us as a leader. Since its introduction a year ago, it has been popular because it goes beyond talking about sustainability – it demonstrates it tangibly.
Our natural environment is a significant draw for business events, and delegates appreciate knowing their efforts contribute to local sustainability initiatives. Every delegate can leave the Sunshine Coast knowing their contribution has resulted in a tree being planted, leaving a lasting legacy.
The Sunshine Coast is unique, with three UNESCO Biosphere Reserves side-by-side, and we aim to protect them. Our Sustainability Program helps events measure their footprint, reduce emissions, and create memorable experiences. Recognised as an Australian first, we’ve partnered with Reforest and work with traditional owner groups, the Kabi Kabi and Jinibara, to incorporate Indigenous themes. Indigenous-owned Saltwater Eco Tours offers bespoke eco-friendly tours, enhancing our sustainability efforts.
