The VIP marquees at the races during Melbourne Cup week were once the height of exclusivity – no invite, no entry.
Now some – including Crown and Asahi – are selling tickets allowing the public to gain entry to parts of the exclusive marquees.
Preparations are in full swing at Flemington for later this month when Crown will move its Marmont restaurant into its marquee, selling $2195 tickets for the ground floor and first floor on Cup Day and $895 on Stakes Day with a vibe of “where California cool meets Melbourne swagger”.
The invite-only tradition will be kept alive on the top floor.
“We’re still preserving the exclusive Crown experience across our VIP floor for talent, media, members and VIP guests,” a Crown spokeswoman said.
Last year Marmont was ticketed, but was in a separate marquee at the rear of the Birdcage and the luxurious three-storey Crown marquee on the front row remained invitation only.
The Asahi Birdcage marquee will split in two, with a walk-in bar downstairs where Birdcage attendees can pay for drinks. Upstairs will be the traditional invite only space on Derby Day and Melbourne Cup Day, but on Oaks and Stakes days will become Club Asahi with the VRC selling tickets for $1595 each.
“The Asahi Super Dry Beer Garden will take inspiration from the hospitality and architecture of modern Japan,” said Lauren Fildes, Asahi Beverages Marketing general manager.
“We’ll host key customers, suppliers and others, with a focus on ensuring guests enjoy the races while experiencing a touch of contemporary Tokyo in the Birdcage,” she said.
The Crown and Asahi packages both include free-flowing drinks, food and entertainment.
The Birdcage shake-up comes as the VRC looks to shore up its corporate partnerships after posting a $7.2 million loss last year, its fifth consecutive multimillion-dollar loss since 2021.
Charging attendees for entry is one way brands can offset some of the huge cost of securing a spot in the Birdcage and represents a move away from the previous strategy of spending millions on a marquee as a marketing gesture alone.
Even luxury brands are keeping a sharp eye on their return on investment for this Melbourne Cup Carnival.
Birdcage stalwarts including Emirates, Myer, Lavazza and Penfolds as well as luxury jeweller Kennedy and streaming service Paramount + (Channel Ten) have all pulled the pin on their Birdcage involvement in recent years.
Crown has cut back its involvement with the Victoria Racing Club handing over the catering contracts at the racetrack in April to international hospitality giant Delaware North.
The gambling giant finally returned to profit last year – its first in five years – after cutting costs.
Lexus will again have the premium location at the top of the racetrack straight with a luxury three-storey marquee offering perfect views.
Guests will be chauffeured in a fleet of Lexus cars to the track and can book in for a sit-down lunch at the ground floor of the marquee.
The marquee is invitation only, except for members of Lexus’ Encore loyalty program who have the option to buy a ticket.
Even with Birdcage entry now more widely available than ever, Mumm and Nine will continue to allow entry only to invited guests.
Mumm’s marquee will have a vintage train theme and has been dubbed the “The G.H. Mumm 1827 Express”.
Kevin Mapson, managing director for Pernod Ricard Pacific, said it will “hark back to the golden age of luxury train travel”.
Staff will be dressed in train uniforms with food by Chris Lucas’ Maison Batard restaurant, including scallop tartare with champagne jelly.
Mapson said Mumm is not selling any tickets to its marquee, keeping it strictly invitation only.
“The biggest challenge for us is we have a limit on how many people we can get into the marquee because we are the marquee that people want to go to,” he said. “We really struggle with managing the numbers, so that’s why we’re invite only.”
Alcohol giant Diageo operated a tiny speakeasy bar last year, but has expanded to a two-storey marquee on the front row showcasing its Don Julio tequila brand.
The ground floor of the Mexican themed marquee will be invitation only but upstairs the “Hacienda Social Club” is open to all Birdcage guests.
Start the day with a summary of the day’s most important and interesting stories, analysis and insights. Sign up for our Morning Edition newsletter.
Stephen Brook is a special correspondent for The Age and CBD columnist for The Age and The Sydney Morning Herald. He was previously deputy editor of The Sunday Age. He is a former media editor of The Australian and spent six years in London working for The Guardian.Connect via X or email.From our partners
Discover more from PressNewsAgency
Subscribe to get the latest posts sent to your email.