Renovations increase exposure to MICE

SANDALFORD Caversham Estate’s $6 million renovations have given the company greater exposure to the MICE market.

The Kate Ceberano concert in January this year highlighted the demand for an outdoor function venue within the greater Perth area and, with a homestead currently in construction to become a boutique hotel, the company is looking to attract bigger international numbers.

Proprietor Peter Prendiville said Perth was poised for an increase in MICE delegates, largely due to the opening of the Perth Convention and Entertainment Centre.

“Opportunities such as the construction of the convention centre mean that Perth is going to be well positioned to attract a lot more of the MICE market,” he said.

“Sandalford is well positioned to cater for this market in particular the South-East Asian incentive market. They can’t get the wine experience over in their own country. It’s really unique for them.

“We export to 32 countries and the resurgence of the Swan Valley and its ability to take on big groups and its proximity to the city makes the region, as well as Sandalford, an attractive option for event organisers.”

While the boutique hotel is currently under construction and at least a year away from completion, Sandalford is concentrating on the now-annual concert and partnership with the West Australian Symphony Orchestra.

“We want to use this event to showcase the beautiful setting of the Estate and to help build our brand so that it is synonymous with an orchestra event and to position the Swan Valley as an accessible region,” Mr Prendiville said.

“We were overwhelmed with the positive feedback from patrons, which shows that the Perth public really enjoys this type of event.”

Hosting an annual concert event was decided upon well before renovations took place.