MEA Specialty Venue Submission

Judging Score Sheet & Candidate
Feedback Form
SPECIALTY EVENT VENUE
Category Description
This category is open to venues without accommodation that provide facilities to stage social /
special events. It includes theme parks, restaurants, cruise vessels, entertainment centres,
function and cultural centres.

Excludes: Hotels and convention centres

Section 1 – Business Information
Score Value: 30%

Judges will look for evidence that you are well organised, your business is well managed, that you
are reinvesting to guarantee the future of your business, and that you have systems and
procedures that are appropriate and well maintained.

Judges do not want details of your financial accounts, but rather are seeking to understand
whether your business during the year under review has grown, levelled off or decreased in size.

Section 2 – The Year in Review
Score Value: 70%

Your answer to each question must reflect the ways in which your specialty event venue is unique,
efficient and an advocate for the meeting industry in how, when and where it operates.

Name of Candidate:  Jan Chamberlain – Stadium Events (Non‐Match Day Events)
Delaware North Companies, Inc. Sydney Cricket Ground & Sydney Football Stadium
PO Box 345
Paddington NSW 2021
Phone: 02 9085 7703
Mobile: 0404 899 744
Fax: 02 8415 7164
Email: jchamberlain@dncinc.com

General Manager ‐ Delaware North Companies, Inc.
Dwane Goodman
Phone: 02 9085 7726
Mobile: 0405 811 609
Email: carthur@dncinc.com

Name of Judge:

2011
MEETINGS & EVENTS INDUSTRY AWARDS
2011 Meetings & Events Industry Awards Qualifying Period: 1 July 2010 – 30 June 2011

1.1 Business Planning

Maximum Response Length ‐1180 words

a. How did you go about Business Planning?
Stadium Events has operated as a 50/50 partner in the non‐event day meeting and
conference business to the SCG Trust for a period of 5‐years.
This was a partnership arrangement until 1 November 2010 when Stadium Events then came
under the banner of the new catering Service Provider ‐ Delaware North Companies, Inc.

Goals/objectives broken down to short and long term
Short term
 Increase market awareness and repeat business opportunities
 Increased awareness of the scope and possibilities both venues offer
 Point of difference – not just a hotel or venue – rather an experience
 Work with Sydney Cricket Ground Trust Sales and Marketing to develop cross promotion
opportunities – lead up to 2012 ‘Celebrating 100 of Test Cricket’ at the SCG.
 Work with venue operators to increase value of the experience : Tours, Indoor Cricket
Centre, Museum, Field of Play
 Work with sporting codes as part of ‘ sporting central’ to keep events in‐house
 Revisit the Stadium Events branding – clearer definition of our product and service
Long term
 To be well known in the industry as a event and venue market leader
 National and International brand recognition – our venue is iconic. It has a place in
Australian history
 Acknowledge non‐event meeting and conference business plays a vital role in revenue
growth for the venue mid‐week plus brand recognition for both event and non‐event day
venue use.
The Future
The Market
Unique selling position: Stadium Events is unique. The venue contains two internationally
recognised stadiums. The SCG Members and Ladies Stands are heritage listed which adds a
competitive advantage over other stadiums and sporting venues in Australia.
Market position: Stadium Events is competitive within the MICE and Corporate market.
Competing in the social and charity market, venue pricing is at the higher end. Creative menus and
events are the solution with ideas on diversity being promoted into the market. Again, it is not just
an event it is a historical experience with an iconic Australian venue. Sporting legends are a key
component to experiences at the venues.

2011
Customers/ Clients Demographics
Stadium Events has several main target customers:

Professional Conference Organisers & Event Managers ‐ organising conferences and team
building events. This group are highly skilled and experienced clients with a wide network base
and a positive source for referral.

Executive & Personal Assistants
A large number of personal and executive assistants are now solely responsible for organising
events. Due to increased workloads these contacts are looking for easy options in event
management. More direction and guidance is required than with an experienced Event Manager.
Stadium Events have developed a check list/template to assist with event organisation.
The corporate market has identified the venues play a key role in middle and senior management
team building and key strategy meetings for forward planning – inspiring!

Associations, charities, large private schools and social club volunteers ‐ organise their own
events. This group is often unskilled in event planning, requiring time consuming support and
direction – it is however recognised as:
1. lucrative revenue source
2. due to the level of attendees – often senior corporate guests and a valuable base for ‘word
of mouth’ repeat business outside this business stream
3. Competing in a marketplace where business has to become selective providing financial
support. Attendance is the key driver to fund raising events – iconic venues including the
SCG are well attended due to the point of difference, accessing venue areas not available
under normal circumstances.

Key customers and demographic breakdown
Sporting codes/partners/sponsors
SCG‐ Hospitality corporate clients
Sporting organisations
SCG & SFS Members data base: over 20,000 venue memberships

Environmental

 Organisations on both sides of the MICE sector are introducing greener practices across the
board. Triple Bottom Line accounting is slowly making its way into Corporate Australia’s
business practices.

2011
 Transparency and accountability for economic, environmental and social corporate
performance is the core notion embedded in the Triple Bottom line.

Sustainable Seafood:
International marine scientists predict that if current seafood practices continue, the
world’s fisheries could collapse in less than 50 years. This collapse could be avoided by
‘restoring marine biodiversity through sustainable fisheries management, pollution control,
maintenance of essential habitats and the creation of marine reserves’.
Delaware North has turned towards sustainable seafood; sourced within the natural limits
of the marine environment & with minimal impact to marine habitats.
Culinary Wellbeing a Delaware North Initiative
Culinary Wellbeing menu items are easily identified with our logo (          ) and have been
created with a focus on sound nutritional principles.  In developing these menu items our
attention has been on the careful management of levels of fat, salt and sugar with an
added focus on the inclusion of whole grains and fibre.
             Social responsibility & environmental awareness: GreenPath – Carbon Neutral
For a small additional charge, clients can offset entire functions. Following the event we
send an offset certificate. Clients also ask more about our Green Path philosophy.
             100% of those funds go to Carbon Neutral will plant trees in bio‐diverse regions of Australia
on client’s behalf to reduce and offset greenhouse gas emissions.
 The next few years will see an increase in business planning and reporting to take account
of this new sense of accountability.

Delaware North has identified that corporate responsibility is a key area. Internationally the
company is rolling out programs across all business streams.

Social
• The biggest social impact on the MICE sector is how the industry is utilising Social Media. The
emergence of Linkedin, Facebook and Twitter is forcing businesses to communicate with clients
‘around the clock’ with fresh information about their products and services and latest promotion.

Technological
 Technology has created a society which expects instant results and answers. The
emergence of Blackberry’s, IPods, I Phones, IPads, and laptops has created extra pressure
on businesses to deliver on their promises within ever decreasing timescales.
 Within the MICE industry businesses that cannot respond in real time will be left behind by
others who are able to adapt their business practices according to the latest
communication devices available.
 The Internet is having a profound impact on the marketing mix strategy of organizations
and the way consumer’s source information.
 Within the MICE Industry, the internet has become the number one source of information
for clients searching for venues, products and related services.
 Businesses that fail to maximize their online marketing strategies and platforms will
certainly lose market share as technology continues to advance

2011

b. How do you go about developing a marketing plan?
Identifying key factors contributing to the business, growth and challenges

 Mission and Vision Statements were developed
 Goals were set, long and short term
 Identified unique selling position – historical and iconic
 Identified our market position as it exists
 Identified our client demographics
 SWOT analysis completed
 PEST analysis completed
 Set targets, budgets and forecasts – broken down into business streams
 Set a promotional calendar for the period January – December
 Summarised potential marketing opportunities
 Set sales activity plans for the team
 Conducted a competitor analysis
 Developed a comprehensive Fact Sheet for both Venues for clients
 Developed a range of collateral highlighting to iconic nature of our business
 Plans in place to work with SCG Trust Marketing – joint promotion and celebrating
‘100 years of Test Cricket’ the history and the venue.
 Identifying key Delaware North heritage listed and iconic properties to cross
promote as incentives to book at the SCG and SFS.

Lizard Island Delaware North Companies, Inc. – Parks & Resorts

[Enter score below]

Point Value of this
Question:
10 Judge Point Score:

Judge Feedback: [enter feedback here]

2011

1.2 Resource Management


a. Describe the ways you managed the staff to achieve the most effective outcomes
Key personnel are recognised throughout the business then undergo a 3‐day facilitator program.
GuestPath sessions are provided with each new staff intake.
Certificate of completion is awarded at the end of the training sessions.

MISSION: Service Promise: GuestPath creating special experiences one guest at a time.
The GuestPath team is a dynamic, innovative group that works with associates throughout the
organization.
The GuestPath team is committed to developing leading edge systems, training and processes to
grow guest loyalty.
GuestPath works on 10‐service principles
1. Professional grooming and appearance
2. Attentive posture
3. Gracious and friendly service
4. Acknowledging the guest’s name
5. Greeting guests
6. Thanking the guest
7. Teamwork
8. Pride in Facility Maintenance and Appearance
9. Product knowledge and skills
10. Telephone and radio courtesy
STAFF INDUCTION
Paid induction sessions cover a 5‐hour period with catering breaks provided.

1. Induction – site requirements – 1‐hour
2. Company history – Global established since 1919
a. Rules and regulations
b. Dress code
c. OH&S requirements
d. Evacuation process
e. Code of Conduct
f. Fingerprint – automatic timesheets
g. Directions for ‘Muster Room’ start of shift
h. Location of facilities i.e.: ATMs, Toilets, staff break areas, security contact

2011

3. Training 1‐hour
a. Corporate
- Plate carrying including training to carry 3 – plates
- Table setting and placement of items
- Clearing
- Breakdown of the room
- Bar set up
- Consumption recording
b. Retail
- Cash register and micros training
- Cash Room location – float collection and drop off
- Security – cash handling
- Area Supervisors and Team Leaders – responsibility
- Location of facilities

4. GuestPath – workshop objectives – 3‐hours including individual participation
Universal Service Standards Workshop
a. Introduce themselves to the group
b. Workshop objectives Introduction to the Global company history since 1919
c. Expansion of the brand and growth path
d. How Delaware North arrived at its name – stay humble, real to goals & team
e. Revenue generation and growth: where the company stands today
f. Family owned business: meet the family (senior management team) – not Public Listed
g. Introduction – International Operating Companies
h. Letter from the Chairman – commitment to the service Philosophy
i. Walking the GuestPath – case history of guest’s experiences/management get ‘hands on’
j. Service philosophy – ‘Creating special experiences one guest at a time’
k. Service promise – deliver on expectations to help differentiate competitors
l. GuestPath – continuous service promise (Standard, Training, Measurement, Reward &
Recognition and Train to Gaps)
m. Standard – correct way to perform a task
n. Guests in our home –comparison work to home guest experience

2011

The 10‐service principles are monitored at events. 1‐minute observation forms are used at each
event. Staff is assessed based upon the principles. In a constructive environment, the outcome of
the assessment is relayed back. Feedback from staff has been positive as a follow through is
evident.

TEAM EVALUATION
Permanent staff: 12‐month performance reviews (followed up with 6‐month reviews)
- Self‐evaluation then managers evaluation
- Reflect on the past 12‐months
1. Achievements
2. How has this been achieved i.e.: Leadership, Values, Drivers, Culture
a. Leadership
b. Improvements Financial/Business
c. Upcoming identified business challenges
d. Areas identified for improvement/development
e. Development and Career Planning
f. Financial impact
g. Quality of business/services delivered
h. Self and Manager rated performance: 1‐5
i. KPIs for the next 12‐months (with a 6‐month review on progress)
j. Outcomes/Measurements and Result
k. Personal performance goals ‐ (with a 6‐month review on progress)
l. Training requested or suggested for the next 12‐months
m. Career progression aims
Team Member of the Month – Awarded at Monthly Team Meetings – voted by other Team
Members (cross department nominations)
Team Members of the Year – 3 – Awards based upon nominations throughout the year
Best on Ground and Events ‐ Casual staff recognised and awarded Monthly
IndiviIndividual qualities that are required for a career at Delaware North Companies, Inc.
Integrity
At Delaware North we adhere to a strong set of moral and ethical principles: exhibiting soundness
of personal character, honestly and truthfulness. We accept personal responsibility and
accountability and are uncompromising with regard to our standards of conduct.
 Adhere to appropriate and effective set of core values during both good and bad times
 Hold ourselves and others accountable for our/their actions
 We treat our peers, teammates, direct reports, clients and customers with respect, even in
times of heightened stress
 Keeps confidences
 Doesn’t misrepresent him/herself for personal gain.

2011
Pillars and Principles Overview:
Delaware North has identified the following Pillars & Principles as critical success factors for
leaders within our organization. The Company desires to attract and retain associates of all levels
that exhibit these pillars and principles.
 Leadership Behaviours
 Solid Business Acumen
 Being “About the Business”
 Strategic Foresight
 Effective Interpersonal Savvy
 Culture
 Strategically Opportunistic
 Innovative
 Valuing Associates
 Collaborative with a Team
Orientation
 Values
 Integrity
 Transparency
 Being Adaptable
 Diversity of Thought
 Business Drivers
 Productive Client Relationships
 Consistently Exceeding Customer
Expectations
 Satisfying Shareholder
Expectations
 Effective Talent Management

b. Apart from staff and finances, what other resources did you rely on to achieve the objectives,
and describe your strategies for managing each of them?

Developed Mission and Visions Statements – providing clear objectives of where we are and
where we plan to be

Mission statement
Seamless hospitality event management, working with our sporting and contract partners
providing a unique experience for all guests that will hold a lifetime of memories.

Vision statement
Through innovation and personalization, Stadium Events is increasing and enhancing the
experience guests and delegates encounter at the Sydney Cricket Ground and Sydney Football
Stadium. Innovative menus and dining experiences are built within a package of Stadium history
plus hands on involvement and activity throughout the ‘hallowed’ grounds.
Stadium Events – heading the industry at the SCG and SFS in the heart of Australian and
International venue history.

Recognising who we are and where we have come from and building upon Delaware North global
experience and resource base.

2011
Resources
International experience: at large venues throughout the world – providing an extensive range of
service requirements. Parent company involvement in launching this business
Head Office Melbourne: marketing and communications experience building a structured brand
image that to date had little recognition in the Australian marketplace
Sydney Cricket Ground Trust: experience at operating two large venues – a strong Sales and
Marketing Team with a wealth of knowledge who support the new incoming Stadium Events team.
Existing staff members both permanent and casual carried over from the past contract: who
have a wealth of knowledge which assisted with a smooth transition of the business.

[Enter score below]

Point Value of this
Question:


Financial Performance
Maximum Response Length ‐ 590 words

a. How has the business performed in the qualifying period?
A number of key points came into play during the qualifying period:
The past caterer was advised in July 2010 they would no longer have the business after 1
November 2010.
This contractor had been in place 10‐years
There was a loss in non‐event day business interest as the Contract Partner would not be
continuing at the venue
Key sales and coordination staff that had been in place for a number of years, were moved
to other venues owned by the outgoing contractor from July 2010, four months prior to
the new company taking control.
Leads that came through were not actioned creating a bad impression from outside about
the business.
Potential business contacts were not aware of the change in service provider.
The ensuing perception was that there was little interest in the client’s business. This
included many clients who had dealt with the business prior.
When replacement teams for the new contractor were put in place:

2011
Further challenges in the short term:
business leads were not past through
email addresses and a website enquiry base held by the past caterer were not forwarded
on
phone numbers owned by the past caterer were not forwarded – telephone calls went into
a void

The good news
Over a period of time, after hand over of all previous years’ documentation, past clients have been
contacted and advised of new contact information.

Review the business and its content.
With the appointment of the new team the business and its content was assessed.
A profit and loss was completed on events that were held previously, taking into account all costs
associated.

Areas costed:
 Food costed menus and COGs reviewed
 Beverage cost – COGs reviewed
 Labour
 Linen
 Overheads
 Rent
 Sinking fund – for replacement of equipment
 Marketing Fund – a commitment to build the profile of the business
 Sales team overheads

The outcome:
With a newly appointed service contractor it provided an opportunity to review the business.
‘Repeat business’ clients were assessed on merit. The events were assessed individually and
costed.

Many over a period of time, in some cases years, especially major sponsors of the venues had
product and service provided at unrealistic costs, resulting in a loss situation. With repricing,
initially met with resistance it gave our new team a chance to move forward.
Price increases were implemented however with it came an enhanced product and service
experience.

Today our business is not price driven. It is product, service and ‘iconic’ experience driven.

2011
Sydney Cricket Ground and Sydney Football Stadium Membership
Both grounds have a membership base of over 20,000 contacts. This was previously an untapped
market. SCG/SFS Members form a large network many from ‘Blue Chip’ Corporations.

Stadium Events access to the SCG Trust database is due to a strong ongoing partner relationship
with Sydney Cricket Ground Members and Corporate Marketing.

Sports Central – a dynamic sporting precinct the environment is inspirational
The sports precinct both the SCG & SFS is home to:
Waratahs Rugby
Sydney Roosters
Sydney FC
Sydney Cricket Club
AFL/NSW/ACT
Sydney Swans
Cricket NSW

In February 2012 – NRL Head Quarters moves into its new purpose‐built home in the sporting
precinct. This includes the NRL – NSW Umpires Association.

b. Did the financial results meet or exceed anticipated outcomes?
During the qualifying period Delaware North Stadium Events team achieved an increase in revenue
of 6.8% which was higher than the anticipated revenue estimated. The business also generated
higher than expected profit margins.

[Enter score below]

Point Value of this
Question:


Total Points     30 Section Total:

Judges Signature: __________________Convenors Signature: __________________

2011
Section 2 – Year Under Review

2.1 Activities

What sort of social / special events were held at your venue during the qualifying period?
Bradman Foundation Dinner – Indoor Cricket Centre – 570 guests

On October 28, over 570 guests were part of the annual Bradman Foundation Gala Dinner held on
the hallowed turf at the SCG. It was a night of incredible stories, heartfelt tributes and
inspirational interviews. All were there to honour past and present cricketers who embody the
Bradman values of courage, honour, humility, integrity and determination. Richie Benaud OBE
made a heartfelt and very genuine tribute to the 2011 Bradman Honourees, former Australian
Captain and Coach Bob Simpson AO and international Honouree Sir Richard Hadlee.
Guests were also captivated by the cricket conversation between four legends of the game Sir
Richard Hadlee, Bobby Simpson, Mark Taylor and Michael Slater. The cross‐generational cricket
conversation was fascinating, Bobby Simpson coached Mark Taylor as Captain and Sir Richard
Hadlee played against Mark Taylor.
Guests enjoyed pre‐dinner drinks and canapés in the iconic SCG Members Long Bar, at the time
home to the Cricket Art Prize which presented a wonderful backdrop to the evening.

Guests then made their way along a red carpet on the Walk of Honour to the Indoor Cricket Centre
for the evening’s proceedings including a 3‐course meal finishing with selected Australian cheeses.
The floor of the indoor cricket centre tells an interesting tale, representing cricket pitches from
venues around Australia.

Sony Australia – Experiential Marketing staff end of Year Christmas Event 2011.

250 staff from all Sony Divisions supported by Group Managing Directors dressed for the part.
Teams representing various sporting codes arrived at the SCG at 12:30 for a BBQ lunch in the MA
Noble Stand soon to become Sydney’s sporting history when both the Noble and Bradman stands
come down. This is to make way for newly designed state of the art sporting and function venues.

2011
Decorated with flags of all nations an Australian BBQ Lunch was enjoyed before meeting up
outside in the stand for sporting trivia.

As the Sony Team was competing with sporting questions, SCG Trust CEO – Jamie Barkley was on
the Field of Play with members of the well‐known Carbine Club enjoying an end of year seafood
lunch, together with fine Australian Wines, under a blue sky and market umbrellas.

Mr Barkley invited the Sony group onto the hallowed SCG Field – footballs and soccer balls were
passed to the group. A makeshift cricket set was used (the SCG pitch covered and ready for the
International Cricket Test). Many joined in the sessions, many lay on the ground absorbing the
special moment, many took photos of feet as they touched down on hallowed turf. A message of
welcome came up on the SCG Scoreboard. As the group left the field – a number were speechless
saying it was a once in a lifetime experience. Then their way to the Indoor Cricket Centre, for team
building fun, games and batting sessions with Cricket NSW Coaches.

The evening concluded with canapés and drinks in the SCG Members Champagne and Members
Long Bar with entertainment provided by Sony Artist – Timomatic.

Volkswagen and Sydney Swans celebrate the end of the year

"It's like My Restaurant Rules in one night," explains Cheeky Food Group Director, Leona Watson.
Cooking together is a wonderful way of getting everyone talking and learning a new skill into the
bargain. Where else can the CEO happily chop tomatoes with the PA, or the accounts team flambé
prawns with the sales guys? And it's the perfect solution when the group has a variety of cultures,
ages and dietary needs.

2011
In addition to this, client's key messages are woven into the event. The event was thank you for
the business year.
As we checked the room we noticed that it was a wonderful success. The room was full of smiling,
happy faces and everyone (even those who thought they couldn't boil water) worked together
under the watchful eyes. It suited everyone, regardless of their position.

Held in the Steve Waugh Room in the new Victor Trumper Stand, set to the back drop of the
Sydney Swans Home Field the SCG, Sydney Swans players mingled amongst the guests adding a
further highlight to the evening.

Inglis Racing – end of year – a Tour of Sydney
The SCG & SFS Venues were the highlight for the mystery Sydney Tour to celebrate the end of the
year.
Flying up from Melbourne and arriving by coach at the SFS & SCG the Inglis team were greeted by
SCG Tour Hosts, made their way past the SFS Players Change Room down the players tunnel and
out on to the field of play. The group were greeted with huge images on the SFS Scoreboard –
images of the year that was and individual and personal records of work and team experiences.
The added bonus and surprise was a visit by Anthony Minachello – Sydney Roosters, Adam Goodes
– Sydney Swans and Stuart Clark ex NSW Blues Captain’s and Australian International Cricket
Player now CEO of the new Sydney Sixers. All three talked about their experiences with the
venues, the inspiration, growth and team spirit all had encountered throughout their careers at
the Stadiums. On to the SCG Members Long Bar – to watch the Sheffield Shield Cricket over a light
lunch of sandwiches and cup cakes with Inglis Racing logos while having some friendly banter with
SCG Life Members also watching the Sheffield Shield. Time to leave and the next stop in the
journey the Sydney Opera House.

International Defence Rugby – Army, Navy, Airforce personnel from 27 countries – around the
Globe
The tournament, which has been held across both Canberra and Sydney, saw Defence Force teams
from around the world battle it out – on the Rugby field – for the chance to travel to Auckland to
compete in the knock‐out stages.
The SCG Noble Stand was home to the welcome event – a casual Australian BBQ followed by Tours
of both the SCG & SFS. Players were invited onto both fields with an Australian message of
welcome shown on both scoreboards. At the end of the playing tournaments 500‐players met
again at the SCG for a final Gala Dinner before flying home.
Defence Force personal said the SCG was a venue of choice, an iconic part of Australian sporting
history plus an inspirational start to a long rugby season program – finalised by a final match
connected to the World Cup in Auckland.

2011
Both the Sydney Cricket Ground and the Sydney Football Stadium are increasingly receiving
enquiries from all walks of business. The venues are seen as a great place for planning, business
strategy and inspirational in the face of uncertain economic times.
Fund raising and charity groups again are selecting the venue as a ‘point of difference’ often
receiving valued assistance and support from the SCG Trust. Well known players and sporting
heros have always been generous with their time in support of worthwhile causes.
[Enter score below]

Point Value of this
Question:


2.2 Challenges and Responses

Demonstrate your use of creativity, originality and innovation in managing challenges.

CHALLENGES
 Infrastructure – Stadium Events and Delaware North are contracted to the SCG Trust.
Communication has opened up with:
1. Weekly meetings discussing the operating challenges of two large venues, finding solutions
2. SOPs put in place to ensure clear lines of operation and communication between both parties – this
ensures an better experience by our clients who book the venues
3. Monthly catering meetings by Senior Management for DNC & SCG Trust – financial reporting, target
and budgets, Marketing Fund spends discussed
 Delays with receiving information back for client quotes requiring specific areas of the venues:
1. Two new Coordinators have been appointed by the SCG Trust. Stadium Events now deal directly
with these contacts for venue approval in specific areas. Previously going through Curators who
had operational duties that took precedence over non‐event day business
2. The above had streamlined the business, turnaround of enquiries has become efficient, timely and
accurate, providing a higher level of service to clients wish to use the venue
 Event schedule only a few months in advance
               Both sorting codes and the SCG Trust see the benefit in supporting corporate business with use of
               venues during non‐event day especially mid‐week Monday to Friday.
               Both recognised flexibility can be beneficial. The flow on can impact on:
               Corporate Sponsorship
               Corporate Membership
                Private Membership
 External directional signage to both venues is clear
               Internal signage to special areas of the venue is being researched not previously seen as a priority
 Events held during Sheffield Shield have to pay for tickets for some rooms

2011

               Meetings with Cricket NSW have opened the way to encourage business to book during these
               Games
               This will add an added experience to the group booking plus added atmosphere to a crowd where
               attendee numbers are low
               Increase aware of the Series Game which has strong sportsmen and well known players
 Limited accommodation within the area to attract large National and International Conferences
1. 2013 will see the opening of the new 145‐room hotel at Royal Randwick
2. Large bookings are being recommended to Hotel Groups within the precinct – they are offered
special rates if they are booking with the SCG & SFS
3. 2012 will see a closer link with hotels operating within our geographical area
 Layout of venue means not all rooms are easily accessible
1. Security had now offered swipe cards for areas for quick access via lift areas and adjoining stands
 Low ceilings in all areas
1. With the Federal and State Government injecting $186 million towards the refurbishment of the
SCG the 25‐year precinct project can now commence.
2. Purpose‐built function rooms catering up to 750‐dining including roof‐top gardens and facilities.
3. All plans have been developed to assist with ongoing enquiries that at this stage the venue cannot
accommodate
4. Plan for building completion Stage 1. is end 2013
 SFS has limited appeal to high end Gala Events.
1. Corporate meetings, team building, media launches, and association business with a lower budget
per head has been identified as a key market for this venue
2. The views of the field are spectacular from the rooms in this stadium offering access to outdoor
seating highlighted at site visits and sold as a bonus
3. Access to the field and use of the scoreboard is often a far more compromising option to the iconic
SCG Field of Play and Scoreboard
4. Team Building on this field has proved a major highlight for corporate business
5. New CEO appointments for Waratahs, Sydney Roosters and Sydney FC have seen the placement of
strong commercially driven managers. Open to new ideas and with a focus on Membership growth
this has opened up new possibilities for venue use on non‐event day.
 No rooms have capacity over 500 exception Indoor Cricket Centre
1.    The above is now being addressed with Stage 1 of the SCG redevelopment
 Positioning within internet search engine (Google). Poor web visibility & structure.
1.    Stadium Events is now working closely with SCG Trust Marketing. Plans in place this year include:
2.    Repositioning of Stadium Events links on the SCG Trust website
3.    Joint promotion of the 100 years of Test Cricket message
4.    Appointment of a service provider to manage our web visibility and structure
5.    Rebranding of the Stadium Events name in place for many years – more definition is required
6.    Both Delaware North Companies, Inc./Stadium Events and SCG Trust working together will provide
       a more consistent image, design and message being sent to the marketplace.
 ATC (Australian Turf Club) is due to have a $24 million revamp with additional conferencing
facilities due to be completed in 2013.AJC (Australian Jockey Club) $150 million refurbishment of
their stands. Improvement to dining and entertainment facilities for racing and events:
 Opening of the new facility in 2013 will provide a drawer card for the area – including all Eastern
Suburbs venues.

2011
 New hotel accommodation will provide a much needed facility for the surrounding area as well
 A large amount of promotion and advertising will take place promoting this new venue – often
other venues in surrounding areas benefit from the expose to the location
 SCG Trust will place more emphasis on Corporate Membership and Sales as both venues with be
vying for the same corporate dollars
 Stadium Events will work with the SCG Trust team delivering a strong united message to the
market.

[Enter score below]

Point Value of this
Question:

Creating the Opportunities

What opportunities have been identified in the year under review and how did you or do you
plan to take advantage of them?

OPPORTUNITIES
 Large volume of spaces available with varying capacities – flexibility at a low price point
 All rooms have natural light with outdoor seating – high in demand for meetings
 Located close to CBD, Oxford Street and Sydney Airport – ease of access
 Easy access via public transport – 5‐minutes from Sydney with ample transport alternatives
 Parking – 500 x car spots complimentary on non‐event days generally Monday ‐ Friday
 Unique & iconic venue for events – the history is there – businesses knows the venue and
location
 Historic spaces‐ Members and Ladies Stand – National Trust listed with unprecedented history
 Modern spaces in Victor Trumper stand – purpose‐built stand, light, bright and easy to access
 Unique facilities such as use of score board, venue tours, in grounds fitness activities, players
change rooms & use of fields
 Incorporating sporting icons and personalities – who are dedicated to the venue and sporting
codes
 Natural light in rooms in high demand with fresh air available. Many CBD Hotels have
conference and meeting rooms built into basement areas including new properties
 Conference lunches in the SCG Members BBQ area – fresh air event seating 220 people with a
close wet weather option that is iconic
 Current database for over 8000 corporate and social contacts to be introduced to the venue –
currently part of monthly e‐blasts.
 Current SCG Trust corporate hospitality clients on site for game days – cross promotion
 Current large volume of public on site for game days – advertise to the vast numbers
 New Stadium Events collateral – Presentation folders, thank you cards, menus, menu holders
 Website redesign – being managed by DNC Melbourne
 Supported by SCG Tours and CNSW – Indoor Cricket Centre for Tours and Indoor Cricket
Centre batting experiences

2011
 Around the Grounds Editorial – SCG/SFS Members magazine – good reach to SCG/SFS Members
often a corporate base
 Redesign Stadium Events branding – stronger statement with clear vision
 Email blast to data base – Lizard Island incentive had a positive impact.
 Utilize the iconic parks and resorts owned by Delaware North Companies, Inc. as incentives
i.e.: Lizard Island, Heron Island, Wilson Island, Kings Canyon and El Questro
 Email blast to data base – prizes at venues managed by Delaware North Companies, Inc.
including, SCG Suite, Etithad, Olympic Park/Melbourne Tennis Centre, Winn Stadium for high
profile concerts, The WACA, Vector Arena in New Zealand
 Email blast to data base – major international prizes at venues managed by Delaware North
Companies, Inc. Yosemite and Yellow Stone National Park, Niagara Falls and the Queen Mary
11.
 Market to large volume of public attending event days‐ currently brochures in all corporate
suite catering to 1,200 guests at each stadium on a sell out event
 Cross promotion with Trust Corporate Hospitality – strong base of Corporate Seasonal and
Annual Suite Holders
 SCG Trust Memberships – 20,000 Members in the database. Bi‐monthly Newsletters are sent
which include a special incentive from Delaware North Companies, Inc. to book at the venues
 Cold calling and sales visits to increase market awareness – not previously undertaken
 Industry memberships to increase awareness – not previously undertaken
 PR through industry magazines Stadium Events
 Cross promote packages: Conference, dinner and event – currently undertaken with all
enquiries
 New booking system for more efficient management of entire site – eBMS installed 2011
 Increase use of rooms not in use on Sheffield Shield events – planning with Cricket NSW
 Negotiate individual or one off rates for PCOs and venue booking agencies – only 3% of current
business
 Partnerships with local hotels including those with shuttles – cross promotion and supportive
services
 Develop a Points System to encourage loyalty and repeat bookings‐ Rewards utilizing SCG & SFS
Events and DNC Locations & Resorts
 Stadium Events hosted lunches/dinners to bring potential clients on site – while events are
happening on the field – anticipation and involvement
 Use of DNC Suite to bring potential clients on site – cross promotion with SCG Trust
 New vibrant promotional and marketing collateral – completed 2011
 Utilise social media to increase market awareness – implementation commenced 2011
 Increase positioning on internet search engines – implementation commenced 2011
 Improve existing Audio Visual equipment – purchasing commenced 2011 on charged to clients
the equipment purchased has already paid for itself – purchases and expanding the range
available continues
 Training staff on audio visual skills
 Increase communication across whole venue to ensure a consistent message‐ daily emails
What’s on and EBMS Booking System implementation – commenced 2011 ‐ ongoing
 Stadium Events to design own signage to increase quantity and clear directions – commenced
2011

2011
Examples could include but not restricted to:
Examples:
New markets
Change in related infrastructure

[Enter score below]

Point Value of this
Question:


Contribution to the Industry

Describe how your activities have contributed to the growth and professionalism of the
meetings and business events industry overall.

Under the new Stadium Events team there was a commitment made to the growth of the non‐
event day meetings and conference business for both the Sydney Cricket Ground and Sydney
Football Stadium.

While event day including sporting code games, special events and concerts is a key
component of the business there is also a universal agreement that events held and booked on
a non‐event day hold a key to the business at both venues.

1. Raise market awareness of the venue
2. Revenue raised on non‐event day and paid as rent would go back into the venues as
upgrades and experience enhancement
3. Support Australian Tourism and Business Events Sydney with Bids against other
states also using iconic venues e.g.: Indian Corporate Famil group of 12‐travel
agents. Visited the SCG – Guided tours of the SCG – walk out onto the SCG Field
(many said a life changing moment and were phoning India from the field). Lunch in
the SCG Players Home Change Room, where they found original messages and
signatures from Sir Donald Bradman and other sporting legends. The day finished
with batting sessions in the Cricket NSW Indoor Batting Centre with State Coaches –
departing on the back of Harley Davidson Motorcycles.
4. Our first stand at ABEE with a total commitment to the event
5. Participation at MEA Christmas Events and donation of Bon Jovi concert tickets
6. Commitment to participate in the MEA Awards
7. Commitment to participate in the Restaurant and Catering Awards

2011
8. Commitment to training, team empowerment, recognition and reward to enhance
the guest experience.
9. Business Plan submitted in 2011  for the 2012 period increased involvement in the
meetings industry now the Stadium Events structure is in place including attending
AIME and MEA National Conferences
10. Cross promotion with the SCG Trust Marketing team to work with the meeting
industry to support initiatives.
11. Support service providers in the industry to raise our profile including – PCO, Event
Managers, Website designers to determine a clear and consistent image for our
brand
12. Make available our facility and our services, within reason, to sponsor and support
requests that come from the industry to sponsor, host and participate in profile
building meeting and business events in NSW and Australia

Each year our business plan will require that we focus on growth, experience, value add for our
clients plus a desire to return and talk about their experience.

With a 25‐year plan for Sydney Cricket Ground and Sydney Football Stadium site development in
place, Stadium Events will be required to keep pace, projecting the business forward and capturing
market share of both Domestic, National and International meetings and conference business.

As Delaware North increases its reach into Australian Stadium contract business, a cohesive plan
to cross promote would be seen as a business advantage for the company and the meetings
business which is the target market. Cross promoting SCG & SFS, WIN Stadium, Etithad, Olympic
Park and WACA plus new contracts as they emerge will make a strong business statement in its
current state and moving forward. The company can draw on Delaware North international
experience around with over 200 sites in the USA plus Wembley and Emirates Stadiums in
England.

New iniatives can be implemented to demonstrate a point of difference.

[Enter score below]

Point Value of this
Question:


Outcome and Evidence

2011
a. Staff achievements in the qualifying period

Northern Sydney Institute ‐ TAFE
Appetite for Success – the recipe for growth Awards 2011
New Zealand King Salmon
Thomas Mustafa – Sous Chef ‐ Major Award Winner

24 talented young chefs graduated from the Appetite for Success program, which was launched in
NSW 18 months ago. The ceremony was held at Zest, in Point Piper Sydney and celebrated the
achievements of participants, their mentors and some special awards from TAFE NSW, Rockpool
and New Zealand King Salmon.
Appetite for Success is a personal and professional development program for trade qualified chefs,
along with other leaders working across the hospitality industry. It is an innovative industry
retention strategy, contributing to long term careers and a highly‐skilled hospitality industry
workforce. Participants learn not only how to be a better chef but also receive training in financial
and business planning. On successful completion they gain a Diploma or Advanced Diploma in
Hospitality Management.
Thomas won a trip to New Zealand for 2‐people.
Food & Beverage Summit – Buffalo New York
Adam Galway – Executive Chef ‐ Delaware North Companies, Inc. Stadium Events
Adam was invited along with three other Australian Chefs from Delaware to the Food and
Beverage Summit in Buffalo New York. Culinary and Leadership Teams travelled from all corners of
the Globe.
The four‐day week featured more than the obvious ‐ great food. The events served as a platform
to share best practices. There were a number of distinguished speakers from outside the
company, covering a variety of topics i.e.: menus, the future, alcohol service, consumer trends
leadership, food safety, restaurant construction techniques, among others.
More than 120 companies that supply Delaware North Companies shared new products and
concepts during the Trade Show in Buffalo‐Niagara Convention Centre. Among the large names
were Anheuser‐Busch, Butterball, Heinz, Kellogg’s, McCormack, Nestle, Ocean Spray & PepsiCo.
One of the highlights of the annual summit is a culinary challenge. The competition this year
featured seven teams of Delaware North chefs and managers, showcasing their kitchen prowess in
the friendly confines of one of the industry’s hottest trends: food trucks
Each of the seven‐teams created and prepared and prepared an original menu item, produced a
theme, properly merchandised a food truck replica and menu item(s) then gave a two‐minute
presentation on the overall concept. Some teams created their own Twitter and Facebook pages.

2011

GuestPath® Facilitators
Jan Chamberlain
Tracy Mans
Bret Croker
In April 2011 three staff from Delaware North at the Sydney Cricket Ground and Sydney Football
Stadium spent three days in Melbourne participating in an intensive 3‐day Facilitator GuestPath
training program. At the end of the 3‐days all three presented the 3‐hour course to a group of
Delaware North associates from Melbourne Airport. This was the final stage of the facilitator
training and all three passed sessions. All three became accredited facilitators of GuestPath®.

Since April 2011 – Jan, Brett and Tracy have conducted courses for over 680 SCG & SFS team
members. The GuestPath® courses are presented at each new staff intake as part of the associate
induction program.
GuestPath® is a systematic process that delivers and quantifies outstanding customer service to
our locations and our clients, including other areas of operation not under Delaware North's
management.

Our goal is to create strong client relationships. Delaware North/Stadium Events works closely
with our operators to reward and recognize all associates on site, complete charitable work
together and have joint employee appreciation days. We do this while clearly communicating
where and how we're planning to improve our guest service.

In a tough economic climate, our guest service keeps us strong. At major event days we believe
GuestPath® is making a considerable difference. This property has a large amount of competitors
in a 10‐kilometer radius, yet still showed strong growth in 2011. Our professional, independent
auditors and guests share that it's the service we provide that sets us apart.

We have a dedicated team available to work with operators in the field to ensure we remain a
preferred provider for hospitality services. We are committed to developing leading‐edge training,
systems and processes to enhance our service standards. Our commitment will make certain that
all locations utilizing the GuestPath® process will continuously provide special experiences to our
guests, assuring growing guest loyalty and ensuring we remain the leading customer service
provider in the hospitality industry.

2011
Kate Wells – Event Coordinator – Stadium Events

Business Administration‐ Major in Marketing‐ Current
While undertaking a total restructure of the Delaware North Companies, Inc. Stadium Events
operation, Kate continued with University studies.
At times during peak trading period pressure was immense – however Kate as with other mature
aged students working full time continued with studies and assignments. Many subjects recorded
credits and distinctions.
With the analysis of the new contract and inherited Stadium Events business plus reassessment of
costs, Kate’s training and experience with this component proved invaluable.

Vikram Joshi
Employee of the Year 2011

c. Provide evidence of your client / customer satisfaction
Catering Feedback Form

Contact Name:

Company Name:

Address:

Event Date:

Pre ‐ Event

Excellent Good Average Below
standard
Quality and quantity of menu selections
Quality and quantity of the beverage selections
Flexibility by co‐ordinator to meet individual requirements
Attention to detail and response time in confirming
i t

During Your Function
Warm welcome from Stadium Event’s Catering wait staff
Friendly and approachable staff
Attentive and efficient service

2011
Quality of food
Quantity of food
Was the room set up according to your requirements?
Cleanliness and presentation of the venue
Were your Audio Visual requirements met? (if required)
Your overall impression of Stadium Event’s Catering
i

Do you have any general comments, nominations for excellence or suggestions for the future?

Please reply by email or fax to:

Email: jchamberlain@dncinc.com
Fax: 02 8415 7164
Delaware North Catering
Thank you for your feedback
Standards of Performance
Internationally the Freeman Group has been appointed to conduct mystery shopping.
Contract partner SCG Trust and Sporting Codes
In June 2011 six‐months into our contract term the Freeman Group was appointed to interview
our client the SCG Trust and contract partners ‐ all sporting codes. Confidential interviews were
conducted a very senior level. Six weeks post interviews – Delaware North/Stadium Events teams
were bought together to discuss the results. Action plans were put in place to address areas of
concern and areas to be actioned.
Event‐Day and Non‐Event Day
Freeman Group has been appointed for a 3‐year period. Mystery Shopping and ensuing results is a
key focus for the company as we move into the 5‐year term of our contract.
All Freeman Group products and services are developed based on the premise that for any service
training process to work a business of any description must have clearly defined standards;
without them, performance standards cannot be consistently met.

2011
Historically, clearly defining standards has been a challenge. The industry didn’t have available a
product that could be easily adapted to specific requirements and efficiently utilized to ensure
service success.   We addressed this gap by making available Freeman Group’s generalized
Standards of Performance (SOP) manuals.
[Enter score below]

Point Value of this
Question:


Additional Information

This is your opportunity to tell us why your venue should be the winner of this award.

Our mission and vision is clear.

Mission statement
Seamless hospitality event management, working with our sporting and contract partners
providing a unique experience for all guests that will hold a lifetime of memories.

Vision statement
Through innovation and personalization, Stadium Events is increasing and enhancing the
experience guests and delegates encounter at the Sydney Cricket Ground and Sydney Football
Stadium. Innovative menus and dining experiences are built within a package of Stadium history
plus hands on involvement and activity throughout the ‘hallowed’ grounds.
Stadium Events – heading the industry at the SCG and SFS in the heart of Australian &
International venue history.

Delaware North /Stadium Events follow the path of a tradition of leadership.

Chairman and CEO – Jeremy Jacobs Snr has lead by example rolling out programs internationally
with a personal commitment to their success.

Chairman and CEO at the age of 28
Listed as one of the top sports leaders in the USA
Inducted into the Sports Hall of Fame in 2006
Advocate for Travel & Tourism
Appointed to the Department of Travel & Tourism Advisory Board
Forbes ranking as one of the most successful business people in North America
A Private Company turning over $2.2 billion annually with international reach

2011

Sons Jeremy Jnr, Lou and Charlie admit the responsibility for carrying this proud tradition forward
rests with them even now. This philosophy filters down through the management team and
business culture throughout the Global business.

Company Philosophy – ‘To provide Stewardship and Hospitality in Special Places Dedicated to
Creating Memorable Guest Experiences as Unique as the Destination’

Sydney Cricket Ground – a Unique Destination Stadium Events is creating Unique Experiences

Company snapshot:
Annual revenue ‐ $2.2 billion
Forbes Ranking – 207
Associates Internationally – 50,000
Locations around the globe – 200
Retail locations – 200
Guests served – 500 million

Despite difficult business and economic times globally during the past three years the company
has consolidated and then continued to grow with new contracts and acquisitions.

With a turnover of $220 million the aim in five years in Australia is to generate a turnover of over
$500 million. Delaware North is committed to the Australian market with growth plans for Stadia
plus iconic Parks and Resorts, continuing acquisition.

Plans are in place to build the meetings and conference business within these business streams,
working together nationally and throughout New Zealand to build this base.

Stadium Events at the Sydney Cricket ground and Sydney Football Stadium will set a template for
how we move forward. Our opportunity is to set and standard, throughout all parts of our
meetings and conference product and services, aim to a level and then reach higher.

Within the first 12‐months our contract period at the SCG & SFS feedback had been
overwhelmingly positive. Repeat business and word of mouth referral has increased. Where we go
now is to improve upon this and work towards enhancing the experience.

The market is competitive and clients are looking at our point of difference. There will be
challenges with our main geographical competitor ATC‐Randwick Racecourse undergoing a major
build and refurbishment. Plans to open in 2013 will present challenges however the new venue
will also highlight the Eastern Suburbs as a place to meet – a point of difference.

The emphasis now is to work closely with the SCG Trust Corporate and Membership Marketing our
contract partners. A unified approach to our businesses plus the $186 million State and Federal
Government injection of funds to redevelop the SCG & SFS sites will make a strong statement.

2011
The new purpose‐built Noble and Bradman stands due for completion end of 2013 will offer state
of the art function spaces, dining with a capacity of 750‐guests and large rooftop BBQ spaces.
Delaware North/Stadium Events will appoint a sales manager on contract basis for pre‐sales of this
new location, with the specific purpose to market and sell to the meetings and conference
business. This structure is jointly supported by Delaware North/Stadium Events and our Contract
Partner the SCG Trust.

The overall sporting precinct with all codes located in the SCG Trust Property makes a strong and
positive statement about the business and commitment moving forward.

Our values at the SCG & SFS plus internationally are clear with regard to our commitment to the
environment and the education process.

The company’s history since 1919 values iconic and historical significance – the SCG playing a key
part in our national and international plans.

Working towards a goal of the continuous improvement process – setting standards, training,
measurement, rewards and recognition and training to gaps. All of the latter consolidate to our
GuestPath commitment ‘creating special experiences one guest at a time’.

There is a passion and emotion with the SCG and SFS stadiums that stay with visitors, guests,
delegates long after the event has concluded:

When our guests photograph themselves stepping onto that turf, lye on the ground and look at
the sky, call home to India and say ‘you will not believe where I am standing’. When you stand in
the SCG Home Change Room with Sir Donald Bradman’s signature in 1928 saying ‘ anything is
possible, some things just take time’ and 1‐day later the 20 year old scores 400 runs, you know this
is a special place. Arrive by walking down the walk of Honour, Light up the Playing field, put your
message up on the scoreboard and dream that anything is possible. This is why companies are
booking this venue in ever increasing numbers – inspiration and passion!

[Enter score below]

Point Value of this
Question:


Total Points     70 Section Total:

Judges Signature: __________________Convenors Signature: __________________

2011

MEA Specialty Venue Submission

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