悉尼国际会展中心（ICC Sydney）CEO Adam Mather-Brown谈场馆创新与The Cutaway运营

Since landing at International Convention Centre Sydney (ICC Sydney) as new CEO in 2024, Adam Mather-Brown has hit the ground running in putting the venue at the forefront of innovative thinking and technological evolution.

Having been at the venue as general manager since 2014 – in ICC Sydney’s pre-opening phase through to commencing operations upon doors opening in 2016 – Mather-Brown has vast experience in overseeing its operations and future vision.

He also has an extensive career in international large-venue management behind him.

Now two years into the top job at ICC Sydney, he is charting a course to ensure the venue is at the cutting edge of innovation.

Since becoming CEO, are you excited by the innovative trajectory of ICC Sydney?

It’s exciting because we’re living in this magnificent time that I’d call a “digital Woodstock moment”.

We have put a very strong strategy together to ensure we’re relevant and competitive.

We have listened to our clients and that has helped us learn we need more space, more content and the ability to have different revenue streams.

Is this where the venue’s popular Dancers’ Alley and TikTok comes in?

We knocked on TikTok’s door and got them interested.

They’re not just a naming rights partner on the building [ICC Sydney’s TikTok Entertainment Centre]; it’s a really strong partnership and represents the first time TikTok has entered into a naming rights partnership with any venue.

They have made it clear they are not just a dancing app; they want to be the world’s biggest entertainment app and the world’s biggest knowledge transfer app so putting their name on the building helps them reach into the entertainment sector.

They want to bring their talent into our bricks-and-mortar space.

I love the concept of YouTubers, streamers and content creators moving from their digital space to our building.

What is ICC Sydney doing to bring its clients on this journey?

We launched a content creation package as part of a strategy to look at all the different canvases to promote a client’s events, whether it’s digital signage or creating content.

We’ve got in-house 3D animation, motion graphics specialists, editors, audio, voiceovers, everything, and it’s all in-house for our clients.

Are clients valuing the comprehensive package you offer for their messaging?

It certainly provides convenience and speed to market. It all comes under our innovation stream.

We’ve got the most exquisite building in one of the best cities in the world. Its design is timeless, but it is so important what we do with those beautiful bones we’ve got.

We’re now more than 10 years old so we’re maturing and have opened our eyes to the revenue that content creation streams are generating.

Has the popularity of Dancers’ Alley surprised you?

It has been amazing. We put up a sign, gave them a webpage, created some social pages, put up some video screens and started talking to these people who were dancing outside.

Their main feedback was for us to keep it authentic. Having given that community a space and identity to dance in, we’ve got big brands knocking on our door wanting to shoot television commercials and promote energy drinks, but that’s not authentic.

However, if we host a big dance competition inside the theatre and get that community to engage, that’s a better fit.

Is the dancing community being weaved into your clients’ orbit?

Absolutely. We are all about capturing moments, creating it to the specifications of screens around the venue, and then using it for mobile optimisation, which extends the life of the event and adds value to it.

TikTok is going to start streaming live from Dancers’ Alley and the international audience will begin to recognise it.

The fact that delegates can lean into all of that when they’re making decisions about getting on a plane to go to Australia – and wanting to be in a vibrant environment – is very good.

We’ve also invested in podcast studios so clients can have a speaker onstage, and do the plenary session followed by media interviews afterwards in a podcast studio, which extends the life of the event.

It all makes sense if you’re flying some of the smartest brains halfway around the world to stand onstage that you then follow it with them going into a podcast suite to speak to some of the smartest kids from uni or elsewhere.

We can then edit it all and push it out for clients via YouTube and other platforms so they have a legacy with indefinite lifespan.

We are just a conduit for other people’s success.

ICC Sydney is operating The Cutaway in Barangaroo – is it an honour to be chosen to run such a landmark venue?

We are honoured to operate this remarkable venue and make a difference by delivering events that positively impact people and the planet.

We look forward to welcoming clients and visitors to continue experiencing exceptional events, immersive experiences and exhibitions with ICC Sydney that ultimately leave a lasting impact.

What will the new venue deliver for events in Sydney we haven’t seen before?

Situated at the intersection of Sydney’s academic, cultural and technology precincts, ICC Sydney’s mission is to make a difference.

Our world-class venue has long been recognised for delivering extraordinary event experiences while championing innovation, connection and community impact.

ICC Sydney brings this capability to The Cutaway in support of NSW Government’s vision for a more vibrant and connected Sydney.

With its striking architecture and prime location in the heart of Barangaroo, The Cutaway will become a premium stage for festivals, immersive experiences, corporate launches, exhibitions, gala dinners and creative industry showcases.

Under ICC Sydney’s stewardship, it will be a place where local and international audiences can engage with First Nations culture, contemporary arts and the broader creative industries.

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