BRIAN MORRIS is the CEO of Melbourne & Olympic Parks. The sports and entertainment district came into existence in '95 and as the name suggests, is the product of two distinct sites -- Melbourne Park and Olympic Park -- joining together. Morris took over the organization in '05. His previous job titles included exec GM at Staging Connections and COO at Fox Studios Australia. In early June, the Victorian government unveiled plans to upgrade Rod Laver Arena. The main venue of the Australian Open, which was opened in '88, will get a complete overhaul as part of a A$700M ($515M) redevelopment of the Melbourne Park precinct. Morris talked with SBD Global about attracting new sports, U.S. leagues pushing into the Australian market and the plans' economic impact.
On the importance of hosting other sports at Rod Laver …
Brian Morris: One of Rod Laver Arena’s greatest strengths is its versatility. Obviously we’re a renowned tennis venue, but we’ve also hosted a broad array of sports over the years including basketball, ice hockey, gymnastics and swimming -- proving to be one of the great sports arenas in the world. Sport is an important part of what makes Rod Laver Arena such a special venue, and moving forward, we’ll continue to explore all options for hosting the biggest and best sport events.
On what role hosting U.S. sports played in the remodeling of the arena …
Morris: The refurbishment is ultimately about ensuring Rod Laver Arena continues to be a world-class venue that hosts world-class sport and entertainment events, and securing the future of the Australian Open in Melbourne. We’re placing a big emphasis on back-of-house improvements -- such as a more efficient loading bay and increased rigging capacity -- that will make it easier for hirers to bring all types of events to the venue, including U.S. sports.
 |
Brian Morris
Source: LINKEDIN |
On which sports are most likely to be staged at Rod Laver …
Morris: We’re committed to expanding into new markets both at home and internationally. We’ll be talking with all relevant stakeholders about how we can bring the best sporting events to Rod Laver Arena and the Melbourne & Olympic Parks precinct. We have a strong track record of working closely with sporting associations and promoters to bring world class sports events to our venues.
On U.S. leagues eyeing the Australian market …
Morris: The Australian public has a huge appetite for sport and it’s fantastic that U.S. sports leagues recognize their popularity here. Melbourne is the undisputed sporting capital of Australia and we’re well placed to accommodate sporting events of any size.
On the expected financial impact of the redevelopment …
Morris: Across the Melbourne & Olympic Parks precinct (Rod Laver Arena, AAMI Park, Hisense Arena and Margaret Court Arena), we are building toward a target of 500 event days by 2020. The refurbishment of Rod Laver Arena is key to this ambition by allowing us to expand into new markets and grow our revenue.
Hangin' With runs each Friday in SBD Global.
