Victoria Racing Club Unveils New Birdcage
The Victoria Racing Club (VRC) has today announced a reimagining of Australia’s most prestigious corporate hospitality real estate – The Birdcage – unveiling an entrance reflective of the global nature of the Melbourne Cup Carnival, an injection of colour into the streets and the all-star lineup of partner marquees in Lexus, Network 10, Kennedy, Furphy, Seppelt Wines, Tabcorp, Mumm, Bumble, News Corp Australia, Schweppes and the VRC’s 1 Oliver Street members marquee.
From Nicole Kidman to Gigi Hadid, Chris Hemsworth to Elle Macpherson, the VRC’s world-famous Birdcage has earnt its reputation as the playground of the rich and famous and this year a new level of excitement will weave throughout the Birdcage in beguiling style with vibrant experiences brought to life from the jaw dropping arrival moment to the all new Bird Bath Bar, magical moments throughout and elements of discovery including a new intriguing bar exclusive to Birdcage guests.
“In 2016 we changed the game with the introduction of The Park, revolutionising the experience for our general admission guests. Last year we unveiled the $128 million Club Stand, a commitment to our 33,000 members and in 2019, our attention turns to The Birdcage, the corporate hospitality arena that is one of the key differentiators from every racing club and sporting event in the world,” said VRC Chief Executive Officer Neil Wilson.
“To further enhance the incredible marquee and brand experiences delivered year after year by our partners, the VRC is committed to making the Birdcage experience spine tingling from the moment you enter this premium enclosure,” concluded Mr Wilson.
New to the famed Birdcage, the VRC’s broadcast partner Network 10 gallops into millionaires’ row taking up residence in prime position on the coveted strip after announcing a landmark media deal incorporating a live studio for programs including The Project and Studio 10. 10 News First and The Loop will also be broadcasting live from Flemington.
Network 10’s Chief Executive Officer Paul Anderson said, “Our partnership with the VRC is continuing to go from strength to strength. As the new broadcast partner for the Melbourne Cup Carnival, we wanted to transform the broadcast experience for audiences. What better way to do it than to broadcast directly from the best place to be during Cup time – the Birdcage. This is unprecedented access for audiences and one of the many things we’re doing to bring the Carnival to life, better than ever before. We can’t wait to share more of our plans.”
Leaders in corporate hospitality, entertainment and fashion with a premium trackside location, the Birdcage will also play host to returning sponsors including VRC Principal Partner Lexus and Major Partners Furphy and Seppelt Wines whilst all eyes will be on Champagne House Mumm featuring spectacular feats.
“We are thrilled to be moving into our second year as Principal Partner. In 2019, the Lexus Design Pavilion will welcome, host and excite all those who enter. We will hero our commitment to creating amazing experiences. Every moment will be consciously crafted to encapsulate the Lexus lifestyle – the Lexus ethos experienced without getting behind the steering wheel of one of our cars,” said Lexus Australia Chief Executive Scott Thompson.
“Furphy Refreshing Ale is excited to be in the Birdcage again in 2019 with our Melbourne pub-inspired marquee, which celebrates great storytelling. Like any good pub, the marquee will have a range of Lion beers on tap for guests to enjoy whilst taking in the magnificent views of the track,” said Lion Brand Director – Craft, Malcolm Eadie.
“We’re delighted to return to Flemington for the anticipated 2019 Melbourne Cup Carnival. The Birdcage enclosure is the perfect setting to showcase our elevated Seppelt Wines Marquee, featuring an expanded al fresco area, with coveted views across the parade ring. Guests will enjoy a selection of our leading wines, including the iconic Seppelt Original Sparkling Shiraz, paired alongside a menu inspired by Seppelt’s Victorian heritage,” said Treasury Wine Estates Managing Director ANZ Peter Neilson.
“Mumm champagne is celebrating its 10th year as the official champagne of the Melbourne Cup Carnival and our long standing partnership with the Victoria Racing Club. This year, Mumm will host one of their most luxurious and stylish celebrations yet. We have curated a ‘degustation’ of premium experiences for our guests in the two-storey marquee and we look forward to unveiling more in coming months,” said Pernod Ricard Marketing Director Eric Thomson.
Gracing the front row of the Birdcage sits VRC Major Partner luxury jewellery and watch specialty retailer Kennedy as it shifts to millionaires’ row between News Corp Australia and VRC’s owned property The Perch, with Tabcorp retaining its expanded footprint in the coveted front row of the Birdcage.
“Kennedy is thrilled to be celebrating our third year in the Birdcage with a move to the front row. The all-new and expanded luxury Kennedy Pavilion will reflect our brand’s reputation for elegance, quality, attention to detail and impeccable service – all with the best view of the world’s greatest horse racing,” said Kennedy Executive Chairman James Kennedy.
News Corp Australia Managing Director, National Sales Lou Barrett said, “The Melbourne Cup Carnival is one of the greatest sporting events in the world and we are very excited to again host our valued clients in the Birdcage. This year, we are taking the Birdcage to the next level – literally – with a bigger, better and bolder experience that embodies the excitement and glamour of the Carnival. Our guests are going to love it.”
Tabcorp GM Wagering – Victoria, Trevor Parkes said, “True to our racing heritage, we will have screens throughout our Birdcage marquee bringing our guests – including some of the biggest names in the industry – all the action from the track. The marquee design is all about light, colour and floral touches, and guests will enjoy a menu designed by a top Melbourne chef.”
Social networking app Bumble will be abuzz in the Birdcage as it commits to hosting a hospitality space for all four days of the Carnival as the brand brings its woman-first platform to life in the exclusive facility for a second consecutive year. “We are delighted to be back in the Birdcage this year. We saw phenomenal results from our participation in the 2018 Melbourne Cup Carnival and by all accounts the plans for 2019 are set to make the celebrations bigger and better than ever. The Bumble marquee will again host the most inspirational women in Australia, and our theme is something that even seasoned racegoers won't have seen before! Download Bumble to be across all our updates, events and giveaways in the lead up to MCC 2019,” said Bumble Associate Marketing Director Michelle Battersby.
Cup Week is the single biggest economic contributor to the national economy of any sporting event with last year’s event generating a record $447.6 million in gross economic benefit to Victoria.
The 2019 Melbourne Cup Carnival begins with AAMI Victoria Derby Day on Saturday 2 November, followed by Lexus Melbourne Cup Day on Tuesday 5 November, Kennedy Oaks Day on Thursday 7 November and Seppelt Wines Stakes Day on Saturday 9 November.
For more information or to purchase tickets, visit: Flemington.com.au. Join the conversation across social media with #MelbCupCarnival and follow us on Instagram @flemingtonvrc, Twitter @flemingtonvrc, and on Facebook www.facebook.com/flemingtonracecourse.