Melbourne's go-to caterer, Peter Rowland Catering (PRC) predicts this is the year of multiplicity as venues and hospitality providers keep pace with the demands of the MICE market.

“We're seeing all aspects of event management becoming increasingly dynamic – from venues that can offer multiple spaces and purposes for a singular event, interactive menus that deliver more than just sustenance and bringing a company's brand to life beyond a simple logo projected on a screen,” says PRC's Chairman, Peter Rowland.

Drawing on over 50 years managing hospitality at the country's major events, within cultural institutions and for the corporate elite, Peter Rowland Catering continues to assemble the best food, styling and design minds to stay one step ahead of event trends.

“Right now, our search for new spaces, how we manage venues and create memorable hospitality is all driven by a desire to offer multiple experiences – we feel that's where the market is heading,” adds Peter.

With one whisk on the pulse and the other looking to set the pace, PRC's 2017 trends to watch include:

// 'recycling venues' – a venue with a daytime purpose that transitions to an interesting event space in the evening or unusual, irregular spaces that can be repurposed into an event locale

// 'power of three' – creating at least three touch points for guests to see your brand during the event from personalised event décor such as bespoke  presentation plates, straws and napkins; waiters uniforms and welcome walls

// 'get interactive' – augmented reality; make your own cocktails; help yourself retro punch bowls

// 'follow the flavour' – shared plates; fermented foods; BIG desserts and aged meats

//  'go global' – modern Italian dishes; Japanese condiments and Portugueseinfluences

2017 is also set to be a year of new event spaces, destinations and activations for Peter Rowland Catering as it seeks to offer variety and choices to the MICE market. Butler Lane, a totally remodelled warehouse conversion in inner city Richmond will be launched by May this year.  This chic, boutique space will offer a blank canvas to event organisers, with the ability to use indoor and outdoor components.  In addition, the recently opened Australian Events Centre at Essendon Fields brings a raft of event opportunities to Melbourne's north east. Managed by PRC, this dedicated business and incentive event destination offers the ultimate flexibility, catering for conferences, exhibitions and functions for up to 1365 guests. 

Exclusive agreements with premier events right throughout the calendar ensure a variety of corporate entertaining opportunities exclusive to Peter Rowland Catering. From the Virgin Australia Melbourne Fashion Week, Australian Formula 1 Grand Prix and The Melbourne International Air Show to the Melbourne Cup Carnival – world class fashion, culture and sport combine with fine food, wine and hospitality.

Meantime, PRC's iconic venue portfolio provides unparalleled access to Melbourne's schedule of blockbuster art exhibitions including the National Galley of Victoria's upcoming Van Gogh and the Seasons and The House of Dior; or Wallace & Gromit and Friends at the Australian Centre for Moving Image.

While PRC also have the keys to historic, seaside and multicultural spaces including Rippon Lea Estate, Port Melbourne Yacht Club and Chinese Museum, along with stunning regional winery destination, Mt Duneed Estate,  2017 will also unveil more secret spaces and never before experienced locations for launches, celebrations and events with a difference.

“Clients are always looking for something different so this year we'll be sure to hunt down even more unusual locations in Victoria from unused car parks we can convert to a function space, private houses and estates, manicured gardens, empty packing houses and rooftops,” adds Peter Rowland.

For more information on Peter Rowland Catering's exclusive portfolio of Victorian venues, the collection of event entertaining opportunities or how to bring the latest trends to your next event visit www.peterrowland.com.au

ENDS

Media contact:
Susan Wright / Q Strategies
susan@qstrategies.com.au
0421 007 200