ARTS CENTRE

CLIENT: VICTORIAN ARTS CENTRE TRUST

A new approach to food and beverage transforms the visitor experience at the iconic

THE PROJECT OUR ROLE The Arts Centre Melbourne is the largest performing arts complex Following stakeholder consultation with presenters and across in Australia, hosting more than 4000 performances and 3 million all areas of theatre operations, the Maytrix Group developed a visitors each year. The complex includes the Hamer Hall, the Sidney strategy to transform retail and function catering operations. Myer Music Bowl and the Theatres Building which, set beneath an Analysis included a review of booking and programming to iconic spire in Melbourne’s Arts Precinct, is one of the city’s most optimise utilisation and commercial return to the Arts Centre recognisable cultural institutions. through catering operations. The catering service model was also reviewed, including infrastructure issues and constraints impacting Acknowledging the critical relationship between catering, the service and delivery aspirations. This comprehensive business visitor experience and public perceptions of the Arts Centre and facilities review underpinned changes to business interfaces, informed a strategy to optimise the Arts Centre catering systems and processes which were implemented following the operations. tendering of catering services.

Contract changes implemented provided improved transparency, significant uplift in visitor satisfaction and venue utilisation. The Maytrix Group subsequently worked with the Arts Centre to scope and recruit personnel and facility planning to bring catering PERFORMING ARTS operations in-house.

Southbank Theatre The Maytrix Group previously worked with the Victorian Arts Centre Trust informing the upgrade to the including backstage catering and integrated catering facilities. Geelong Performing Arts Centre

Gosford Regional Performing Arts and Conference Centre