MARVEL STADIUM A GLOBAL LANDMARK IN MELBOURNE’S ENTERTAINMENT & TOURISM LANDSCAPE CELEBRATING 25 YEARS WWW.MARVELSTADIUM.COM.AU
DART TRANSIT COMPANY DR AT A GLANCE LEAGUE OF MINNESOTA CITIES WHAT: O ne of the largest municipal associations in the country, representing about 855 cities, large and small throughout Minnesota WHERE: Minnesota, US WEBSITE: www.lmc.org DART TRANSIT COMPANY Standing out from the competition, Dart Transit Company rides the road to continued success MARVEL STADIUM AT A GLANCE MARVEL STADIUM WHAT: A world-class, multi-purpose sports and entertainment venue known for hosting major events, including AFL matches, concerts, and international sporting events, with cutting-edge facilities and a retractable roof. WHERE: Located in Docklands, a central waterfront area in Melbourne, Victoria, Australia. www.marvelstadium.com.au IG: marvelstadium.au, FB: marvelstadiumau, TW: marvelstadiumau A GLOBAL LANDMARK IN MELBOURNE’S ENTERTAINMENT & TOURISM LANDSCAP CELEBRATING 25 YEARS 1 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 01
T RIAGENDA The transport and logistics sector is competitive by nature. With so many companies vying for contracts, the ability to stand out from the competition comes down to putting the customer first. For Dart Transit Company, a family-owned freight logistics company, the road is smooth sailing as clients remain loyal and K PE On the edge of Melbourne’s vibrant Docklands precinct lies Marvel Stadium, an iconic venue redefining entertainment and tourism in Australia. With a legacy spanning over two decades, Marvel Stadium symbolizes Melbourne’s cultural vibrancy and economic innovation. Far more than a sports arena, it is a hub for world-class events, culinary delights, and immersive experiences that attract millions of visitors annually. Scott Fitzgerald, General Manager, reflects on the stadium’s origins and evolution into a global icon. “The Docklands was largely deserted back then,” he A CENTERPIECE FOR THE COMMUNITY WITH EVENTS THAT DELIGHT 2 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 01
explains. “The idea was to integrate a stadium into the area’s urban renewal project, drawing people through events—concerts, sports, and even business functions. It was about creating a centerpiece that would attract visitors to an underutilized part of the city.” Opened in 2000, Marvel Stadium has revived the Docklands and established itself as one of the world’s most versatile venues. From Australian Football League (AFL) matches to international concerts, business conferences, and cultural festivals, the stadium has become a dynamic center of activity that reflects Melbourne’s vibrancy. BUILDING MELBOURNE’S URBAN IDENTITY Marvel Stadium’s construction in the late 1990s was a bold step toward reshaping Melbourne’s urban landscape. At the time, the AFL’s Waverly Park venue was aging, and the Docklands, situated just west of the central business district, was underdeveloped. The decision to create a state-of-the-art stadium was as much about community development as it was about modernizing infrastructure. “The decision to build Marvel Stadium wasn’t just about creating a sports venue—it was about shaping the identity of a growing city,” Fitzgerald explains.“It was designed to be a place that combined sports, entertainment, and business, creating a district that would draw people from all over.” Boasting the position of the top grossing concert venue in October globally, Marvel Stadium stands above the competition. This honor was a direct result of a trio of double headers that included an outstanding 92,100 tickets being sold on the weekend of October 5-6, followed by the Travis Scott concert that increased ticket sales to hit 115,000 tickets and topped off with a Coldplay concert that sold another 115,000 tickets. HOSTING THE WORLD “What sets Marvel Stadium apart is its ability to host such a diverse range of events,” says Fitzgerald.“From AFL matches to global acts like Coldplay and Pink, and even religious ceremonies like Diwali, there’s no other venue quite like it.” The stadium’s adaptability is largely due to its unique design. Fitzgerald highlights its adjustable seating arrangements, which allow the venue to shift configurations to suit different events.“We can adjust the seating bowl to create a more intimate environment for smaller sports like rugby, soccer, or concerts while maintaining a grander scale for AFL matches and other large events,” he explains. This flexibility ensures that every event feels tailored and immersive for attendees. Reflecting this versatility, Marvel Stadium is expected to host 70 arena events and 450 business gatherings in 2024 alone, drawing over 2.5 million attendees. The stadium is actively developing a new and 3 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 01 MARVEL STADIUM
innovative approach-the 356-day strategy-aiming to deliver a major event and unforgettable experience every day of the year. The goal is to have some type of event, retail and F&B offering at the stadium year round. DRIVING TOURISM “Big international acts are now primarily stopping in Melbourne, Sydney, and sometimes Brisbane,” Fitzgerald explains. This trend was highlighted during Oasis’s recent Australian tour, where the band received up to 300,000 ticket registrations, with 15 to 20% coming from outside Australia. The numbers highlight Marvel Stadium’s growing appeal to New Zealand and Southeast Asia regions. While some artists perform in Southeast Asia, many fans travel to Australia for the unique experience Marvel Stadium offers. “We’re seeing people use events as a reason to visit Melbourne, and then they stay to explore the city and the rest of the country,” Fitzgerald says. The stadium’s international draw creates a ripple effect on Melbourne’s economy. Visitors extend their trips, supporting local hotels, restaurants, and attractions. “Visitors come for the big acts, but the event is just the beginning,” Fitzgerald adds.“They’ll explore Melbourne’s laneways, the Great Ocean Road, or even head to Sydney or Tasmania. It’s a significant 4 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 01
Diageo Australia is marking the third anniversary of its exclusive spirits supplier partnership with Marvel Stadium, an iconic Melbourne venue renowned for hosting major sporting events, concerts, and entertainment. Over the past three years, the collaboration has flourished, offering visitors an elevated experience with Diageo’s world-class portfolio of premium spirits, while solidifying Marvel Stadium as a top destination for exceptional beverages and hospitality. A standout feature of the partnership has been the opening of the Johnnie Walker Destination Bar—a luxurious space within the stadium that has quickly become a fan favourite. In addition to bespoke cocktails and whisky tastings, the bar now features an exciting new offering: cocktails on tap. This innovative installation brings speed, convenience, and quality to stadium-goers, allowing them to enjoy perfectly crafted cocktails in an instant.The cocktails on tap have been specially curated to reflect the premium flavours and craftsmanship associated with Diageo’s brand portfolio, ensuring that fans can enjoy a high-end experience while they cheer on their team or attend live events. The Johnnie Walker Destination Bar’s design, which highlights the heritage of the brand, combines sophistication with an inviting atmosphere. It provides visitors with a dynamic space to enjoy not only a variety of bespoke cocktails but also an impressive selection of premium Diageo products, ensuring that the fan experience is truly exceptional. INNOVATION AND PREMIUM EXPERIENCES The three-year collaboration between Diageo and Marvel Stadium is an example of how innovation and quality can come together to create unique experiences for consumers. By introducing cocktails on tap, Diageo has reimagined the way fans enjoy cocktails at major events, blending convenience with top-tier craftsmanship. The initiative allows the stadium to serve cocktails faster and more efficiently, without compromising on the taste or quality that Diageo’s brands are known for. “We are excited about how this partnership has grown over the last three years,” said Jonathan Morgan – Diageo Australia Marketing Director.“The introduction of cocktails on tap is just one of the ways we continue to innovate and elevate the fan experience at Marvel Stadium. The Johnnie Walker Destination Bar, along with our premium spirits, offers visitors a truly unique experience that complements the stadium’s vibrant atmosphere.” LOOKING AHEAD TO FUTURE SUCCESS As Marvel Stadium continues its multi-million-dollar refurbishment, the continued success of the Diageo partnership promises even more exciting developments in the years ahead. The addition of cutting-edge facilities, such as the cocktails on tap installation, exemplifies the stadium’s commitment to providing top-tier experiences, while offering more immersive and luxurious options for fans. With three years of success behind them, Diageo and Marvel Stadium are set to continue their collaboration, bringing more premium experiences to Melbourne’s thriving sports and entertainment scene.
tourism driver for the entire country.” $225 MILLION TRANSFORMATION In partnership with the Victorian State Government, Marvel Stadium recently underwent a $225 million redevelopment, marking the most significant upgrade in its 25-year history. The ambitious project was designed to ensure the stadium remains a worldclass venue, capable of competing with the best arenas globally while reflecting Melbourne’s unique character. “Our goal was to create a venue that feels worldclass for every visitor, regardless of where they’re sitting or the event they’re attending,” says Fitzgerald. “We wanted Marvel Stadium to be more than just a place you visit for a game or a concert—it’s now an experience that starts the moment you step onto the property.” GOURMET MEETS GAME DAY CLASSICS One of the bases of the redevelopment was a complete reimagining of the food and beverage offerings, designed to cater to a wide range of tastes and budgets. The stadium introduced iconic Melbourne eateries such as Hunky Dory, 8-Bit Burgers, and Gradi Pronto Pizza, reflecting the city’s reputation as a global food capital. “Melbourne is famous for its culinary scene,” Fitzgerald explains. “We wanted to bring that same quality to Marvel Stadium.” For visitors seeking elevated dining experiences, the redevelopment introduced partnerships with top restaurateurs, including Stephen Nan of Omnia Group. Guests can now enjoy curated fine dining menus that rival Melbourne’s most celebrated restaurants. “These additions ensure every guest— from those grabbing a quick bite to those celebrating with a multi-course meal—feels part of something special,” Fitzgerald adds. The transformation wasn’t just about introducing high-end options. Stadium classics like meat pies, hot dogs, and chips remain available to ensure 7 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 01 MARVEL STADIUM
At Kraft Heinz Away From Home, living and eating delicious is always on the menu. We are a globally trusted producer of delicious food, providing high quality and great taste whether in restaurants or ‘on the go.’ In a fast-moving industry, you need partners who can help you keep up and succeed. With our constant dedication to foodservice development and iconic beloved brands, Away From Home has the innovation your business needs to stay ahead. Are you ready to elevate your stadium experience? Kraft Heinz Away From Home offers excellent solutions for dispensing condiments – because we know it’s all about ‘the sauce.’ From convenient sachets to high-capacity dispensers, we provide crowd-pleasing options that enhance the game-day experience. Our trusted brand delivers quality, consistency, and great taste that fans love, making every bite memorable – whether it’s in the stands or on-the-go. As an indispensable partner, we deliver the taste, flavour and excitement that helps businesses thrive in a dynamic environment. Get in touch to discover great recipes, innovative food experiences, and convenient front-of-house solutions. IT’S ALL ABOUT THE SAUCE. HEINZ® SAUCE-O-MAT DELIVERS WITH EVERY PRESS.
every fan can access traditional favorites.“It’s about balance,” Fitzgerald explains. “You can still grab a classic bucket of chips or a bottle of soda while also having the option for a restaurant-quality meal if that’s what you’re after.” CULINARY AND SOCIAL HAVEN Another highlight of the redevelopment was the creation of Stadium Square, a dynamic public space designed to improve the visitor experience beyond the arena’s walls. Located at the main entrance and adjacent to Southern Cross Station, Stadium Square has become a lively gathering place for event-goers and the local community. The area features a wine bar, a café, and a New York-style brasserie offering an array of dishes, from casual bites to gourmet creations.These venues are open seven days a week, converting the area into a year-round destination, even on non-event days. “We wanted to create a space that would bring people together, whether heading to a concert or just looking for a place to relax after work,” Fitzgerald says.“Stadium Square is more than a meeting point— it’s now a vibrant destination in its own right.” DESIGNING FOR ACCESSIBILITY Inclusivity and accessibility have become central to Marvel Stadium’s operations, reflecting a broader commitment to ensuring every visitor feels welcome and supported. Fitzgerald highlights several initiatives that go above and beyond industry standards. “We’ve introduced sensory rooms that provide a calming space for people who may feel overwhelmed during high-energy events like concerts,” he describes. “These rooms are fully equipped to ensure that attendees with sensory sensitivities can enjoy the experience on their terms.” Another standout feature is the Hidden Sunflower disability initiative, which discreetly identifies guests with non-visable disabilities, allowing staff to provide tailored assistance without requiring guests to explain their needs publicly. “It’s a small but meaningful way to ensure inclusivity,” Fitzgerald says. “We want people to know they’re supported and welcomed at Marvel Stadium.” Fitzgerald adds, “Accessibility is not just about meeting minimum requirements—it’s about creating an environment where everyone, regardless of their abilities, feels like they belong. From parents with young children to individuals with sensory sensitivities or mobility challenges, we’ve designed the stadium to cater to a wide range of needs.” LEADING IN SUSTAINABILITY As part of the AFL, Marvel Stadium has embraced sustainability as a core value, demonstrating leadership in an area where many stadiums have lagged. Fitzgerald acknowledges the challenges of retrofitting a decades-old venue but highlights the 9 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 01 MARVEL STADIUM
MELBOURNE’S GATHERING PLACE Looking ahead, Marvel Stadium aspires to be much more than a venue—it envisions itself as a gathering place where people come together to create unforgettable memories. “Our goal is to be a space where people connect, celebrate, and enjoy the best Melbourne offers,” Fitzgerald says. The vision includes enhancing the fan experience on event days and encouraging visitors to arrive early and stay late. “It’s about creating a one-stop destination where visitors can dine, socialize, and immerse themselves in the atmosphere,” Fitzgerald explains. As Fitzgerald sums it up, “Marvel Stadium isn’t just a place—it’s an experience. And we’re just getting started.” significant progress. “Stadiums weren’t designed with sustainability in mind 30 years ago,” he explains. “But we’re making significant strides in areas like food waste recycling, energy efficiency, and encouraging sustainable transportation.” The stadium’s 2,500-space car park now includes EV charging stations alongside bike storage facilities to promote sustainable commuting options. Water usage and energy conservation innovations are also helping reduce the venue’s environmental footprint. “Stadiums have a responsibility to lead by example,” Fitzgerald adds.“It’s about doing what’s right for the future while ensuring that we remain a place people want to visit and support.” PREFERRED VENDOR/PARTNER n Diageo www.diageo.com Diageo is a global leader in alcoholic beverages, with an outstanding portfolio of brands that include Johnnie Walker, Tanqueray, Guinness, and Baileys, sold in more than 180 countries around the world. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. n The Kraft Heinz Company www.kraftheinzcompany.com 10 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 01
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