The Cheesecake Shop Franchisee Conference

Event Planet coordinated an exceptional 2019 Franchisee Conference for The Cheesecake Shop at the MCG and The Glasshouse Venue in Melbourne. Their attention to detail shone through as a ray of sunshine as they were often thinking about critical things which we had not considered. Best of all is that they do everything with heart and always had our needs at the centre of everything. It was a pleasure to work with them on the event.

Event Brief

To produce The Cheesecake Shop Franchisee Conference for Australia and New Zealand and manage all aspects of the event from concept to delegate departure and everything in between.
To bring to life the theme of the conference ‘Team TCS’ in all event elements and build on the success of previous programs to ensure all delegates enjoy the most rewarding and entertaining time!

The Result

To befit ‘Team TCS’ the one day jam-packed conference and exhibition was held at the Melbourne Cricket Ground (MCG) overlooking the hallowed home of Australian cricket.

Over 300 delegates from Australia and New Zealand started their journey together at an engaging and fun-filled welcome event held at Archie Brothers Cirque Electriq, an amusement arcade in Melbourne’s Docklands precinct. Over cocktails and shakes, delegates caught up with fellow franchisees and met new colleagues as they played ten-pin bowls, rode dodgem cars and immersed themselves into virtual reality games all around the arcade.

The conference followed the next morning with an opening keynote from legendary cricketer and founder of the McGrath Foundation, Glenn McGrath. His presentation focussed on memorable moments of his career tackling the highs and lows of professional sport and performing under pressure as a team. There were plenty of amusing anecdotes along the way! Glenn ended his talk with an interactive fundraiser in support of the McGrath Foundation. For every ball he threw into the audience that was caught, The Cheesecake Shop kindly donated $1,000 to the foundation which supports Breast Cancer.

Conference breaks were held amongst the sporting memorabilia on display in the Percy Beames Foyer of the MCG. The foyer also housed the Sponsors Exhibition where delegates were able to meet and network with their suppliers to view the latest innovations for their stores.

Highlights of the afternoon sessions included a live cooking demonstration of a new style of cake baking to improve efficiencies and a closing keynote from the comedian, artist and previous cake decorator from The Cheesecake Shop, Ahn Do, who inspired delegates by sharing stories his life experiences. To round off their time at the MCG – a group photo was taken in the stands.

The Gala dinner, held at the Glasshouse within Melbourne Olympic Park, provided a wonderful opportunity for delegates to celebrate their wonderful time spent together in Melbourne.

Event Planet successfully managed all aspects of the conference program including content development, onsite event management and registration, accommodation, flights and transfer bookings and gifting. The Event Planet on site production team were the first people on site each morning and the last to leave each evening ensuring every aspect of the program was delivered to absolute perfection.

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