When a Sydney-based event collective recently delivered a five-day, 500-person incentive program across five of the city’s most iconic venues, the experience threw up some clear lessons for event planners managing programs at scale. We asked David Quinn, head of sales at Laissez-Faire Catering, what the client side needs to get right.
Start with vision, not just budget
The brief is where programs succeed or fail – before a single venue is approached or supplier engaged. Quinn’s advice is to come with a clear vision and a realistic budget framework, even if the numbers aren’t finalised.
“Having an informed starting point allows suppliers to respond strategically rather than reactively,” he says. “Selecting purely on price can compromise the overall outcome. Event quality is a direct reflection of both the brand and the individuals delivering it.”
He also makes the case for bringing suppliers in early and staying open to their input. Experienced partners can identify efficiencies and refine the brief in ways a client working in isolation often can’t.
Coordination is everything – and here’s where it breaks down
For multi-venue programs, Quinn is clear that early alignment between all key suppliers is non-negotiable. Getting everyone in the same room (or the same call) at the outset prevents the fragmentation that creates operational problems later.
“A structured approach, supported by clear timelines and defined deliverables, helps ensure nothing is overlooked. Communication shouldn’t be reliant solely on email. Regular conversations help resolve details quickly and maintain momentum.”
Where things typically go wrong is when suppliers are briefed separately, timelines are vague and no one has a complete picture of the program. In a multi-day, multi-venue context, small gaps at the planning stage can compound quickly.
Making the business case for Sydney
Beyond cost, the city’s event infrastructure (premium venues, experienced suppliers, established logistics) supports large-scale delivery in a way few destinations can match.
“Sydney offers a compelling balance of value, accessibility, infrastructure and memorable experiences,” says Quinn. “While Singapore and Bali remain strong alternatives, factors like flight routing and travel time can add complexity. Sydney benefits from well-established international connections for large groups.”
The program itself covered Sydney Town Hall, Watersedge, Luna Park Sydney, David Jones and Carriageworks – a line-up that illustrates both the range and the calibre of what the city can offer for an incentive group.