Melbourne Cricket Ground Reimagined

Client: Association Forum Dinner

Venue: Melbourne Cricket Ground (MCG), Melbourne, VIC

Date: April 2025

Encore Delivers a Stunning Showcase Transforming Events at the Melbourne Cricket Ground (MCG)

Event overview

The Associations Forum’s dinner event was held at the MCG on 30 April 2025 attended by 200 event planner members. The event showcased the stunning renovations of the Olympic Room, Betty Cuthbert Lounge, and Betty Cuthbert Bar; MCG Events launched a new exciting menu and signature gin; and Encore delivered a highly creative event production, integrating the all the elements together in an unforgettable experience.

The theme “Reimagine What’s Possible” was just the inspiration Encore’s creative team needed, and they rose to the challenge with an integrated event design with the theme woven throughout.

Event objectives

Showcase the newly renovated event spaces at the MCG.
Create a platform for MCG Events to present their new catering menu.
Launch MCG Events exciting new 1858 gin product.
Provide a unique and engaging experience for the Associations Forum members.
Demonstrate the amazing events that can be achieved with a committed event partner with a flair for creativity and partnering with customers for a bespoke solution to every brief.

Encore’s personalised approach

The creative team at Encore, led by Julz Partington, took the time to sit down with the MCG Events team to get a detailed understanding of the event brief and important showcases for both the MCG and MCG Events. This process enabled the development of a completely bespoke solution to the brief. A speakeasy creative theme was developed which was integrated throughout the event spaces.

Event management

Encore managed the entire event, including the floor plan, agenda, styling, and content creation. This comprehensive approach ensured a cohesive and memorable experience for attendees. Encore’s in-person approach and collaboration with MCG Events enabled a detailed understanding of the brief, which the creative team responded to with 3 concepts for consideration.

Guest experience

From the moment guests arrived, they were treated to an experience that stimulated all the senses. The stunning renovations at the MCG truly transformed it into an event venue that is not what might typically be expected at a sporting venue, into a next-generation event space for immersive and creative event experiences. The delicious food and beverages were a marvel in culinary and beverage design. The gin launch with speakeasy-themed surroundings provided a sophisticated environment to try the delicious new spirit.
Encore’s truly immersive, integrated event design and production flawlessly demonstrated what the best in the event business can deliver, with the partnership with MCG Events delivering a truly bespoke event venue for those looking for something outside of standard event venues.

Creative production highlights

Theme integration:

The event’s theme, “Reimagine What’s Possible,” was seamlessly integrated into every aspect of the event, from the styled decor to the eye-catching multimedia designed by the creative team. Encore created content for the scoreboards, LED screens, and LED Totems, consistently emphasising the theme throughout the evening.

Venue styling:

The event spaces were truly reimagined with the speakeasy theme, delivering sophisticated yet relaxed feel. The MCG was transformed delivering an immersive environment with themed décor, velvet green draping and florals, aligning with the MCG’s branding. The Olympic Room was transformed into a restaurant-style setting with intimate tables and styled centrepieces.
Menu launch: A cook-to-order menu was crafted by MCG Events to showcase their new menu, again showcasing the elevated culinary experience that MCG delivers.

1858 Gin launch:

Guests were welcomed at the Betty Cuthbert Bar with signature cocktails featuring gin—developed in collaboration between MCG and Mountain Goat’s new spirit—and served by flair bartenders.

Entertainment

A magician roamed the pre-function area, providing entertainment during the roving entrees. The event concluded with an “Hour of Power” for networking and dancing with live performances by the band, Midnight Mix, and a DJ.

Testimonials:

“Encore’s creative production truly brought our vision to life – showcasing our newly renovated event spaces, launching our latest menu, and delivering an unforgettable experience for our guests. We were especially impressed by how the team took our initial ‘Reimagine’ theme and elevated it into a fully immersive experience, brought to life through stunning multimedia across the venue. The attention to detail in the speakeasy-inspired décor and styling was exceptional, and the entire event was executed with creativity, care, and professionalism.”

Association Forum guest comment:

“An absolutely phenomenal experience! From the moment we arrived, it was clear this wasn’t going to be a typical venue showcase. The transformation of the MCG into a sophisticated, speakeasy-inspired setting was fantastic. Every detail – from the velvet draping and ambient lighting to the interactive entertainment and multimedia storytelling – was executed with creativity and precision. It was a perfect blend of elegance, innovation, and surprise that completely redefined what’s possible in a stadium setting. Honestly it was a next-level experience!”