Business Strategy 2021-24 - Melbourne Convention and Exhibition ...
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Business Strategy 2021-24
For 25 years, MCEC has been a leader in our industry.
To remain an industry
leader for the next
25 years, our 2021-24
strategy is an important
first step.
In 2019, we reached historic highs. The Business Strategy 2021-24 builds
We achieved record revenues and on what we have learnt. It embraces
customer satisfaction scores. From our ambition to be the best, to lead
1 July until 31 December 2019, we and to innovate. And to bring real value
recorded revenue of $65.4 million, to our customers and community.
eight per cent ahead of budget and
23 per cent ahead of the same period This important piece of work will
in 2018. We delivered record-breaking give us the foundation for an exciting
months, including the top two revenue and prosperous future.
months in the history of the business.
Then, like organisations across the
world, we found ourselves facing
the challenge of a global pandemic.
Business Strategy 2021-24
At MCEC, we responded by focusing
on building the business to emerge
stronger, with new products, services
and partners, revitalised and ready for
the future. In 2020, we looked at our
business differently and we learnt more
about who we are and what we bring
to our customers and community.
1
Our purpose
Why we exist
We connect people locally
and globally to share, collaborate,
learn and inspire. And we do
it at a personal level, to build
real relationships. We create
memorable events (big and
small, in-person and online)
that drive thinking, activity
and economic growth.
Business Strategy 2021-24
2
Our brand
Who we are
Our brand is our personality. It’s what
we live inside our doors and what we
bring to Melbourne and the world. It’s
who we are and who we want to be.
MCEC is the home of unconventional.
We are ‘unconventional’ in the way we
think, act and see the world. We do
things a little differently. We bring fresh
ideas and imagination to every event.
We happily turn concepts on their head
to make moments that count for every
Business Strategy 2021-24
partner, customer, visitor and employee.
We are ‘home’ to people who share
ideas and passion, and to our partners,
customers and visitors. We are at the
heart of our home, Melbourne.
3
Our core
values
Curiosity Collaboration
We’re inspired by the moments that We welcome one and all. Dependable,
matter most. Refreshing, open-minded down-to-earth and empathetic, we’re
and keen to learn, we’re constantly the ultimate team and trusted partner
looking for ways to authentically and invested in doing great work and
meaningfully connect. making people feel at home.
Creativity Courage
We see the world differently. Never We make it happen. Cool, calm and
ordinary, always original and only limited empowered, we do whatever it takes
by our own imagination, we’re at our best to make experiences special, personal
when we’re thinking outside the box. and extraordinary.
Business Strategy 2021-24
4
Business Strategy 2021-24 5
Our strategic
priorities
The Business Strategy
focuses on four key priorities:
Our people
Customer
Empowering our driven financial
people and investing sustainability
in new capabilities, Enhancing our offering to
the key enabler the customer, leveraging our
assets and accelerating our
of it all, by building return to sustainable business.
a future-focused
workforce and culture.
Community New markets
pride and products
Activating pride in MCEC Following through on
and demonstrating a return our commitment to be
on investment to the state unconventional, by using
of Victoria by giving back market insights to identify
to our community. and pursue new markets,
products and ideas,
Business Strategy 2021-24
committing ourselves
to a point of difference.
6
Our people Community pride
While the Business Strategy focuses MCEC has a special place in
on our customers, our partners and our Melbourne. We are an iconic building,
community, at its core is our people. we are connected to our community,
and we make a significant contribution
Our people are what sets us apart. They to the life and economy of our state.
are creative, passionate and they care We will strengthen our relationship
about our customers, our partners and with government and work with our
our city. We will continue to support network of supporters and champions
our people to be the best they can be by to reactivate our business and
building an agile and efficient workforce our city and reconnect with our
and providing a safe environment to excel. community. We will aim to make
We will encourage ideas and imagination an impact where it counts.
while delivering exceptional outcomes
for our business and our stakeholders.
New markets and products
Customer driven The strategy looks to the future
financial sustainability and envisions an organisation that is
innovative and unconventional, that
Our first key priority is to return is constantly evolving, and that uses our
our business to financial sustainability. fantastic spaces and passionate people
We expect to get there quickly by to deliver extraordinary experiences.
being prepared and proactive. We will
deliver outstanding services, products ‘Unconventional’ is how we think,
and new offerings to every existing, act and see the world. We do things
Business Strategy 2021-24
new and potential customer. We will a little differently. We bring fresh ideas
work smarter, empowered by insights, and imagination to every event. We
technology and a future-focused mindset. will extend this approach to reach new
markets and customers and deliver
new products. And we will back up our
‘unconventional’ approach with a deep
understanding of the industry, market
insights, and tested and proven ideas.
7+61 3 9235 8000 enquiries@mcec.com.au 1 Convention Centre Place South Wharf Victoria Australia 3006 mcec.com.au 0602_April_2021
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