Business & invest,
SoldOut Events gearing up for a mammoth decade of international events
Nick Nichols | July 14, 2022
In the lead-up to the Brisbane 2032 Olympic and Paralympic Games, Australia is poised for a decade of spectacular big-ticket events and Gold Coast-based agency SoldOut Events is positioning to capture a share of the action.
The company, with almost 30 years’ experience in event management which traverses multiple Commonwealth Games and Olympic Games, is seeking new partnerships in the UK and Europe inspired by the technological revolution that is pushing sporting and entertainment events to a spectacular new level.
“The next 10 years in Australia will be the biggest decade in the field of sports and entertainment events anywhere in the world, ever,” says SoldOut Events CEO Thomas Staunton.
“From multiple world cups and world championships to the Victorian Commonwealth Games in 2026, the Brisbane Olympics and Paralympics in 2032, interspersed with FIBA Women’s Basketball World Cup later this year, the FIFA Women’s World Cup across Australia and NZ next year, the Rugby World Cup for men and women in 2027 and 2029 and the Netball World Cup in 2027, there is so much to look forward to and be part of.”
To take advantage of emerging opportunities, SoldOut Events is joining City of Gold Coast’s trade mission to London and Birmingham in July as part of the 2022 Commonwealth Games Business and Tourism Program.
Rugby World Cup for men and women in 2027 and 2029
Gold Coast 2018 Commonwealth Games
Mr Staunton is the second generation to head the family-run business which was started by his father Wayne in 1993. Over the past 10 years, SoldOut Events has been led by Thomas and Mr Kim-Daniel Voss, the company’s managing director. With operations in Sydney and Melbourne as well as the Gold Coast and Brisbane, SoldOut Events works with governments, corporate clients, sporting bodies and community groups to deliver more than 500 events a year.
“We offer 360-degree event management services across events of any scale,” says Mr Staunton.
But exposure to Olympic Games and Commonwealth Games both in Australia and around the world means their specialty leans towards major international events.
“With so much coming to Australia and with the chance to represent the city and our country as an industry leader in major events, we see a really exciting period ahead. By engaging with international stakeholders, we have an opportunity to learn so much from the UK and from other countries across Europe to bring new technology that can further enhance the event experience in Australia.
Mr Staunton sees the emergence of augmented and virtual reality among many new developments in the industry which will be key to the future of staging world-class experiences.
SoldOut Events’ major triumphs over the past 30 years include its appointment as official event management company for the Gold Coast 2018 Commonwealth Games, in addition to its involvement in the Melbourne 2006 Commonwealth Games and the Sydney Olympics in 2000.
SoldOut Events CEO Thomas Staunton
SoldOut Events team
“Most recently we supported key stakeholders for the launch announcement of the Brisbane 2032 Olympic and Paralympic Games, which was a major milestone for the company and for us personally,” says Mr Staunton.
“Our business has grown and evolved over the last three decades. While operational expertise is the foundation of the business, since Kim and I took over 10 years ago, we have dialled up and leaned into the front end, strengthening our advisory, strategy and creative capabilities for clients at the beginning of the event life cycle.”
Although events took a hit during the pandemic, Mr Staunton says the market has rebounded strongly.
“The last 12 months have been busier than pre-COVID which is a really strong sign for the industry and demonstrates a growing appetite among people to get out and enjoy themselves once again, to reconnect in human experiences whether that be sports, arts, culture or food. There is so much enthusiasm among communities to get together again.”
SoldOut Events is looking forward to building on its partnership with GL Events UK, one of the world’s biggest providers of temporary event infrastructure and the official overlay supporter to the Birmingham 2022 Commonwealth Games. SoldOut Events worked alongside GL Events UK, another Games partner, during the Gold Coast Games.
“We established a strong relationship with GL Events prior to COVID, and the City of Gold Coast’s trade mission to Birmingham offers an opportunity for us to reignite those opportunities,” says Mr Staunton.
“The Gold Coast is by far one of the most proactive, energised cities that we work with, particularly in terms of championing local businesses, building networks around them and actively pursuing opportunities for them. There aren’t many other councils that come close in that space.”
Mr Staunton also credits a collaborative business culture on the Gold Coast for the success achieved by SoldOut Events over the past three decades.
“Gold Coasters are really happy to work together and help. There is an easy going yet very professional business atmosphere on the Coast. If it’s a little bit out of the box, people are always prepared to help and make it happen.”
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