The Victoria Racing Club has announced a “reimagining” of Australia’s most prestigious corporate hospitality real estate – The Birdcage.
The club has unveiled plans it says are “reflective of the global nature of the Melbourne Cup Carnival”.
They will include a grand 12m wide by 23m long entrance modelled on events such as the Oscars; a new 15m high Bird Bath Bar — the biggest in the Birdcage — adorned with decorative wings and a baby grand piano; and a new “intriguing” secret bar exclusive to Birdcage’s most famous guests.
“In 2016 we changed the game with the introduction of The Park, revolutionising the experience for our general admission guests,”
said VRC Chief Executive Officer Neil Wilson. “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.
“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.”
Wilson added that the new Bird Bath Bar would “be a real hub of entertainment.’’
“It will be a real statement in The Birdcage, the guests of the various corporate marquees will be able to come into that environment and we think that will create a hype,’’ he told the Herald Sun.
“It’s going to be the most Instagrammed asset on the course.’’
Among the drinks companies with marquees will be Furphy, Seppelt Wines and Mumm.
“Furphy Refreshing Ale is excited to be in the Birdcage again in 2019 with our Melbourne pub-inspired marquee, which celebrates great storytelling,” said Lion Brand Director – Craft, Malcolm Eadie. “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.”
“We’re delighted to return to Flemington for the anticipated 2019 Melbourne Cup Carnival,” said Treasury Wine Estates Managing Director ANZ Peter Neilson.
“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.”
“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,” said Pernod Ricard Marketing Director Eric Thomson.
“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,”
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, November 2, followed by Lexus Melbourne Cup Day on Tuesday, November 5, Kennedy Oaks Day on Thursday, November 7, and Seppelt Wines Stakes Day on Saturday, November 9.