How Hospitality Venues Can Capitalise on Melbourne’s Major Events

Melbourne’s major events are often described as a huge opportunity for hospitality. Visitors everywhere, packed streets, endless potential.

Yet many owner operators come out of major event weekends wondering why the crowds never made it through their doors.

I’ve worked on every side of this equation, from marketing hatted restaurants in the Melbourne CBD, to delivering major events, to working inside the tourism system at Visit Victoria.

One thing is clear. The venues that benefit from major events are not lucky. They are deliberate.

This guide shares what I have seen work, with practical, honest tips on how to turn major events into real bookings and revenue.