Value-driven relationships propel BESydney’s results higher
Speaking at the company’s Annual General Meeting on the eve of Business Events Sydney’s (BESydney) 50th anniversary, Board Chair The Hon. Bruce Baird AM reflected on a year of remarkable achievements.
Mr Baird said an evolving and pragmatic approach had ensured Sydney continues to be the world’s favourite Australian city for business events.
“The record-breaking results speak for themselves,” said Mr Baird. “BESydney responded to challenging forecasts in a competitive global marketplace with a stellar performance. Cultivating deep and value-driven relationships across an event’s lifecycle from bid to delivery, and pioneering the way into untapped markets has paid dividends for the State.”
From 1 July 2017 to 30 June 2018, BESydney secured 86 international events worth more than A$262 million in business for New South Wales (NSW). Some of these events were also delivered in this timeframe, given the short lead nature of the Asian incentive business.
“BESydney’s pipeline of secured business reaching out to 2026 is the gift that keeps on giving,” said Mr Baird. “Our robust methodology in assessing, tracking and measuring our business has stood the test of time – and will continue to feed new growth for decades to come.”
An example of BESydney’s innovative approach was running a lead generation campaign tapping into the China market’s ubiquitous WeChat platform* to open up a strong pipeline to new business in the year to come.
“Corporate events out of North America and Asia present enormous opportunities for global organisations to meet with Australian industry leaders and experts. We have seen great results already and I look forward to the resulting legacies when the visitors begin to arrive,” said BESydney’s CEO Lyn Lewis-Smith.
Heralding in a new era for the market leader, Ms Lewis-Smith also launched a new marketing brand to more accurately reflect the company’s future-focused strategy and communications proposition. “With one eye firmly fixed on the future, BESydney is constantly evolving its service proposition and engaging with new sectors to ensure Sydney is at the forefront of international collaboration. Our messages will be bold, simple and clear – demonstrating why Sydney is the ideal partner for an international client.”
Hyatt Regency Sydney’s Malcolm Zancanaro and AccorHotels’ Scott Boyes were elected for a two-year term as Member Directors, replacing outgoing Director Andrea Werner. Speaking volumes on his contribution to the BESydney Board over the past six years, Mr Boyes was re-elected for a further term.
Both Directors offer BESydney a wealth of knowledge, strategic perspectives and relationships that will ensure the organisation delivers into the future.
"What a great honour it is to have been elected at such an exciting time for the industry – as our city leads the way as a global business event destination," Mr Zancanaro said. "Since opening Hyatt Regency Sydney in December 2016, our team has had the pleasure of working closely with BESydney, with this shared vision to deliver world-class experiences resulting in great growth in the segment.”
“I would like to thank everyone for the continued support to serve members as their representative on the BESydney Board,” said Boyes. “This is a great organisation and I am proud to work with such a talented group of professionals in achieving positive outcomes for our industry and city. I look forward to continuing our journey together and completing the projects we set out to achieve with Team Sydney.”
Outgoing Members’ Director Ms Werner was acknowledged for her two years of service on BESydney’s Board.
Following the AGM, an industry briefing delved into the newly-launched NSW Government Visitor Economy Industry Action Plan (VEIAP). Under the theme ‘On the Road to 2030 – Collaborating for Growth’, Derek Francis, NSW Department of Industry’s Executive Director Economic Policy Enablers and Analytics discussed the Government’s plans to accelerate growth in the sector. Ms Lewis-Smith followed with a deeper dive Q&A into the Plan and the implications and opportunities for the business events sector to get involved.
For further information:
Deputy General Manager,
Corporate Affairs & Communications
D: +61 2 9332 5229
M: +61 412 959 095
* Campaign developed with funding from Business Events Australia Advance Program 2017/2018