Melbourne Events Industry Confidence

Sep 15, 2020

Top Melbourne attractions breed confidence as the events industry looks towards a COVID-normal future.

Recent announcements from the Victorian government state they are aiming to host the Boxing Day Test and Australian Open in Melbourne, with crowds to attend both events. There have been no events of sporting or any nature held in Melbourne for the majority of 2020, with the Grand Prix becoming the last big event in the firing line, after it was cancelled on its opening day back in March.

A new musical festival will also be hitting Melbourne in March next year, providing even more reassurance that the events scene is returning stronger than ever. Factory Summer Festival is an experiential music and arts event that will run over three weeks in March and April 2021. First being held in Perth and Brisbane throughout December, this new event will then be heading to Fed Square with the biggest local names in music.

“Our event runs over three weeks, with capacity limited to a maximum of 4,000 per day, allowing for greater social distancing measures and a unique headline performance each night, which would not be possible in a more traditional format over a shorter period of time,” says Factory Summer Festival Co-Director, Chris Bausor.

As case numbers begin to decline due to the conditions of stage 4 lockdown, confidence continues to grow across Victoria regarding events before and after the new year. Although it is too early to give indication on numbers for the Boxing Day Test and Aus Open, it is evident that there is increasing confidence regarding the Victorian landscape.

Diversified Communications always have and always will be committed to the health and safety of all exhibitors, visitors and staff who attend our events. The live events industry will look different as it opens up amidst the COVID-era. Planning is constantly underway to ensure that Hospitality Unites will operate with the highest COVID-safe measure in place, according to government guidelines.

With these recent announcements, we are looking forward to hosting the vibrant foodservice industry, as the community meets for the first time in Melbourne since September 2019. Hospitality Unites is dedicated to supporting all things foodservice, so join us as we launch this glorious recovery in 2021!


An initiative of Fine Food, Hospitality Unites is the voice of the foodservice industry, dedicated to sharing the collective experiences and solutions to thrive in a post-COVID economy.

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