Case
Study

Furphy Birdcage Marquee, Melbourne Cup Carnival 2019

THE BRIEF

As the most prestigious event on the Australian social calendar, The Melbourne Cup Carnival attracts tens of thousands of guests from all around the globe to Flemington. For the past three years, EEE have organised the corporate hospitality for our client in the Furphy Birdcage Marquee. Our brief is to manage the full guest management experience from sending invitations, developing a website and RSVP registration sites, booking all accommodation, flights and raceday transfers, as well as managing Raceday eve cocktail parties and private dinners, and pre raceday hair and make-up for our guests.  Across the 4 days of the Carnival, we are responsible for the 1600 guests of Furphy.

THE RESULT

Working with the Furphy Brand Team, our graphic designer pulled together customized branding which carried through the invitations, website, all delegate communications and on the day signage. Personalised invitations were sent to all invited guests, with RSVP’s and collection of travel and accommodation requirements managed through our specialised event software. Each guest had ] flights and accommodation bookings made on their behalf by our Travel Team.

After arriving in Melbourne, guests arrived at our host hotel and were greeted at their own Furphy Hospitality Desk by our friendly EEE staff. The evening prior to each pre-race day a Welcome Cocktail Party is held, followed by smaller group dinners showcasing the Melbourne restaurant scene.

On the race day, guests are treated to private hair and make-up in our exclusive onsite salon. Guests were then transferred – either by coach, boat or helicopter – to the racetrack where they are treated to a full day of drinks, food, entertainment and racetrack action! During the day, our team is onsite at the Marquee welcoming guests and using our event software to check guests in and out of the Marquee, while working with racecourse security to monitor guest numbers and RSA requirements.

From The Client

Thank you again for all your hard work and commitment this year to the Furphy Birdcage Experience!

From your hard work behind the scenes getting all the correspondence looking amazing, to dealing with customers changing their plans, packing ticket wallets, working the desk and working the front door, everything that you and the team managed was executed seamlessly and with a smile.

We could not have done it without you, and just having your team on board means the business and senior leaders know we are in good hands to execute a fantastic event.

Penny Cameron - Brand Manager – National Partnerships & Experiential – Lion Australia

Key
Statistic

  • Over 2000 guests visiting the Furphy Birdcage over the carnival
  • 745 hotel rooms booked

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