6 things TMN learned from previewing Sydney’s new ‘world-first’ live venue

Mike Baird’s new $1 billion International Convention Centre (ICC) opens in December at the epicentre of Sydney.TMN was given a tour of the AEG Ogden project, specifically the 9,000 seat ICC Sydney Theatre.

The expansion and replacement of the demolished Sydney Entertainment Centre sits across three interconnected buildings – its exhibition space alone takes up two levels and provides 40% more space than previously offered.

The ICC features a 5,000sqm open-air event deck, an 180sqm high definition digital screen at its entry point and 70 rooms for hire, including Sydney Theatre, Darling Harbour Theatre (2,500 seats) and Pyrmont Theatre (1,000 seats).

Here’s six more things we learned:

Australia’s promoters are intrigued

“Even the ones that may be a little bit more difficult to excite than others have been quite blown away by what they’ve seen,” said Phil King, the ICC’s director of live entertainment. “Particularly when we’ve taken them to the top deck and showed them that breathtaking view looking down to the theatre.

“[…] We’re fielding a lot of enquiries and bookings not just for this theatre, but for the two others as well.”

ICC chief executive Geoff Donaghy said: “The response we’re getting is that this is the most exciting project happening in our business anywhere in the world at the moment.”

ICC Sydney’s management firm aims to be a one-stop-shop for promoters

ICC Sydney’s manager AEG Ogden also owns Qudos Bank Arena in Homebush. King believes this gives promoters the opportunity to cover two demographics with the one booking.

“We think [it] will deliver more ticket sales to promoters in this market, and will also provide a greater opportunity for the people of Sydney to see great shows no matter where they live,” King said.

“We have a central booking service where a promoter can pick up the phone or send us an email […] and actually book dates for all the venues in our group,” he added. “Rather than going from venue to venue […] they can actually cover major cities, except for Melbourne and Adelaide, in one phone call.”

The inspiration for the open-air event deck came from US entertainment complex LA Live

“They is an event deck that’s used for After Parties like the Grammys and things like that in Los Angeles so we took some of that inspiration and made it better,” said ICC chief executive Geoff Donaghy. “We expanded it and made it bigger here.”

It won’t compete with entertainment venues like the Capitol Theatre and Qudos Bank Arena

“Shows I think will find their place in the market according to capacity but also depending on where the demographic is going to come from,” said Phil King, the ICC’s director of live entertainment. “There’s a certain show style suited to this venue because of where the people want to come and see it.”

“It’s not going to be another option to the Capitol Theatre or the Lyric Theatre by any means,” King added. “Those two theatres will be doing shows that you might see at the Enmore Theatre, Opera House Concert Hall and State Theatre also.”

At least 10 more shows at ICC Sydney will be announced in the next few weeks

The new shows follow three major music events already locked in to perform the venue.

1) Keith Urban was announced on Tuesday as the first headline actto grace the stage. He’ll christen ICC Sydney Theatre on December 14 as part of his ripCord tour with Carrie Underwood. The tour is presented by TEG Live.

2) On December 23 Australian rock legends including Dragon, The Angels, Mi-Sex, Rose Tattoo, Thirsty Merc, and the reformation of Dynamic Hepnotics will perform at Pure Gold Live, presented by ARN’s Sydney station WSFM.

3) On February 11 next year Human Nature will bring theirUltimate Jukebox Tour to the ICC Sydney Theatre. The tour is presented by TEG Live.

The government gets first dibs on bookings

Geoff Donaghy said: “If a G20 or a United Nations major event needs to come to the city there’s a ‘step-in’ ability from the government, who are the owners of these events [it’s] quite understandably because of the strategic and economic importance of those events.”

The ICC’s management had required organisations to axe event bookings with a small 40 days lead-time before events if the government requires the space. Donaghy announced that just two months ago they had renegotiated that lead-time out to two years.