Essendon Fields engaged us to assess the opportunity for additional accommodation and hospitality facilities within its established aviation, commercial and events precinct.
Our approach: We undertook a zero-based demand and supply assessment across Melbourne’s northwest, analysed the capacity and constraints of the existing hotel and events centre, and tested the potential for multiple complementary accommodation products. A precinct-wide audit also considered food and beverage activation and alternative operating proposals.
Services provided: Accommodation demand and supply analysis; MICE and event feasibility; precinct food and beverage strategy; product and brand recommendations; operating model assessment; employment estimates; and five-year financial forecasting.
Essendon Fields, Melbourne, Victoria.
The work established an integrated accommodation and events strategy designed to improve the use of existing assets, unlock latent residential conference demand and strengthen Essendon Fields as a place to stay, meet, work and dine.
The key insight was that accommodation represented enabling infrastructure for the wider precinct, with the potential to lift event utilisation, visitor spending and overall asset value.
