Leisure players widen their business reach

PROJECTV, a joint initiative between project development managers Clifton Coney Stevens and leisure managers and marketers V3 is being touted as a concept that will change the face of event management in Australia.

V3 was established in February 2001 in response to a burgeoning market for leisure products.

The company brings together the expertise of former WA Tourism Commission chief executive officer Shane Crockett, founding partner of commercial law firm Fearis Salter Power Shervington, Clare Power, and former 303 chairman and managing director Stephen Wells.

V3 has developer a series of products and services for the leisure industry to provide a catalyst for positioning leisure businesses.

V3 director Stephen Wells said nobody was bringing together the two sides of event management together.

“The real opportunity is to match the inflow of funds from sponsorship, licensing and merchandising with the construction of a venue,” he said.

“This was you get a much better chance to run the event profitably.”

ProjectV is pitching itself at the top end of the events market with a view to working on world championship events such as the Rugby World Cup.

“We’re (V3) already working on Women’s World Cup Hockey,” Mr Wells said.

“Both Shane and I have got pretty extensive experience in this industry.”

ProjectV will utilise offices around Australia to roll out its single source business model for managing and marketing events.

ProjectV is being launched in Melbourne and Adelaide this week.

“It’s a case of having an office in every State, which gives us local know-how and a national presence.”

The partnership with Clifton Coney Stevens will facilitate the marriage of the different event drivers – the costs associated with staging an event and the potential revenue.

ProjectV director Shane Crockett said events had been fragmented from an operational and commercial perspective for too long.

“ProjectV finally enables event owners to effectively integrate these two aspects,” he said.

ProjectV co-director Peter Coney said the tried and tested disciplines of mainstream project management were not generally applied to major events.

“The relationship with V3 will allow us to couple our national project management skills with their marketing expertise to at least provide total event marketing and management services,” he said.