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High demand for premium offering at GP

Top end hospitality for the 2014 Formula 1® Rolex Australian Grand Prix is in high demand, with the most premium suite on circuit – new to the build this year – sold out with less than two weeks to go until the main race.

In 2013 corporate hospitality sales experienced one of the strongest results in recent years, in response a decision was made to expand the offering with two new first-class facilities for the 2014 event – the G.H Mumm Premium Suite and the Jones Premium Dining Suite.

Both have had a frenzied uptake, with the first reaching full capacity and the second on track to be sold out by the time the first Formula One car hits the track in event week.

Additionally, the Brabham Corporate Boxes, Platinum Corporate Platform, Corporate Platform Turn 3 and 4 and the Pit Entry Premium Suite have all sold out, with the Paddock Club and other high end facilities tracking to be at capacity for the third year in a row.

The Australian Grand Prix Corporation CEO Andrew Westacott said this year the big point of difference when it came to corporate hospitality was the upgraded culinary offering.

“We’ve changed the mix of our catering to make it more relevant to the restaurant culinary experience people are demanding when they go to events these days – to meet that expectation we have brought on the very best chefs this country has to offer.”

“Big names such as Shane Delia, Donovan Cooke, Neil Perry, Guillaume Brahimi and Gabriel Martin will all be trackside, and looking at the strong corporate sales results, it’s clear this world-class line-up has been a big drawcard for guests looking for a high-end experience,” Westacott said.

Hotels across Melbourne are also experiencing a high uptake. Accor’s Vice President for Victoria, Tasmania & South Australia, Adrian Williams said the Grand Prix is a major drawcard event for Melbourne and it’s expecting significant occupancy rates across its nine Melbourne CBD hotels.

“We have noticed increased demand for the Saturday night before the main race which is currently holding at 85 per cent occupancy and well ahead of last year’s figures. Pullman Melbourne Albert Park which has recently undergone a major renovation and overlooks the track is already holding 96 per cent occupancy on the eve of the race,” Williams said.

“With only two weeks to go and a handful of rooms left, the forecast is showing for our hotels to again be full during the four days of the race.”

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