From Gathering to Legacy: Natalie O’Brien AM on the Future of Events at Nyaal Banyul

In this conversation with Chief Executive Natalie O’Brien AM, we look at what sets Nyaal Banyul Convention and Event Centre apart: the power of gathering in person, creating connections at scale, leading on sustainability, embracing technology, and building a legacy that lasts well beyond the event. 

Gathering With Purpose 

With more events blending in-person and online experiences, why does coming together in the same room still matter and how has that thinking shaped Nyaal Banyul? 

We’re seeing a shift in the way people engage with events. In-person attendance is rebounding, not just because people want to be back in the room, but because face-to-face interaction delivers something digital platforms can’t: real connection, spontaneity and shared energy. 

At the same time, expectations have evolved. Delegates want seamless digital integration, flexibility and environments that are easy to navigate and welcoming to all. That’s been a driving force in shaping Nyaal Banyul. Every space is hybrid-enabled with built-in AV, high-speed connectivity and broadcast-ready infrastructure. 

Digital signage throughout the venue can adapt in real time to support wayfinding and event updates. We’ve also prioritised human experience, with informal spaces to meet, breakout zones to recharge, and natural light in all meeting rooms and pre-function areas. Access to the waterfront adds another layer to the delegate experience, providing space to pause, reset and reconnect. 

With so many destinations competing for the world’s biggest events, how will Nyaal Banyul stand out and offer something no one else can? 

It starts with a deep connection to place. Our venue was co-designed with the Wadawurrung Traditional Owners, making it the first Australian convention centre created in genuine partnership with Traditional Custodians from the ground up. That relationship has shaped everything from the architecture to the way stories are woven into the venue experience. 

We’ve paired cultural depth with world-class functionality. The venue includes high-end AV throughout, flexible room configurations, and an abundance of natural light because we know these elements drive focus, engagement and better event outcomes. Delegates have access to sweeping views of Corio Bay, and the entire venue is designed for universal access, ensuring every guest feels welcome. 

Sustainability is also a core priority. Nyaal Banyul is carbon neutral for Scope 1, 2 and 3 emissions from building operations and holds a 5-Star Green Star rating. It’s a future-focused venue that reflects where the industry is heading, more connected to community, more committed to impact, and more ambitious in what a event venue can deliver. 

Food is another way we tell the story of place. Executive Chef Andreas Gober and our culinary team will create menus inspired by Geelong and The Bellarine and Surf Coast, pairing fresh local seafood and seasonal produce with regional wines and spirits. Sustainability is part of the philosophy too sourcing locally, reducing food waste, and working with producers whose values align with ours. It means delegates don’t just attend an event here, they taste the region. 

More delegates want events that feel personal and meaningful. How will Nyaal Banyul create that sense of connection for everyone, no matter the size of the event? 

We look at the event journey as something that starts well before someone arrives. It begins online, carries through digital signage and wayfinding, and extends across our waterfront precinct. Creating experiences that feel cohesive and intuitive is where we see the biggest impact. 

Digital signage is central to this. It allows us to adapt content in real time, whether that’s essential information, tailored branding or something more interactive. That level of responsiveness enables true personalisation without making the experience feel complicated. 

Nyaal Banyul’s location makes a real difference. Delegates can move easily between the venue, the five-star Crowne Plaza Geelong , the waterfront and nearby restaurants. Inside, we’ve created spaces that feel welcoming and layered with meaning, including a gallery that shares Wadawurrung stories and artefacts uncovered during construction. 

Beyond the Now 

What do you see as the biggest challenges facing Australia’s largest venues right now and how can the industry work together to overcome them? 

The pace of change is relentless. Between rising operational costs, shifting workforce dynamics and increasing delegate expectations, venues are being challenged on every front. One of the biggest pressures is the demand for personalised event experiences at scale. That brings complexity around data use, privacy and ethics, especially as AI and automation play a bigger role in how events are delivered. Cybersecurity is also front of mind. As our systems become more connected, the stakes around digital safety only grow. We’re working to tackle these issues in a unified way. That means aligning systems, sharing knowledge and ensuring innovation doesn’t happen in silos. The challenges are big, but so is the opportunity. By lifting capability and consistency across the sector, we can shape a smarter, more resilient future for everyone. 

With the economy constantly shifting, how do you balance staying resilient with continuing to invest in new ideas and improvements for the venue? 

It’s something we think about every day. Like many others in the industry, we’re operating in an environment with increased pressure on planning and cost management. Nyaal Banyul is a significant investment backed by all levels of government in a Public-Private Partnership with Plenary Group. That support gives us a strong foundation, but it also comes with clear expectations about delivery and impact. 

Our approach has been to stay focused on long-term outcomes. We’re choosing where we invest carefully and making sure those decisions support flexibility, inclusion and community benefit. Resilience for us also means staying relevant. We listen closely to our customers and track how their needs are evolving so we can adapt thoughtfully and keep adding value. 

Technology is moving faster than ever, opening up new ways to run events and connect with delegates. How is Nyaal Banyul using data, AI and other innovations to make events run smoother and elevate the experience? 

Technology underpins how we deliver. Every space is hybrid-ready as standard, and our systems adapt intelligently throughout the day based on occupancy, usage and climate conditions. We’re using AI to allocate safety resources more effectively, streamline back-of-house logistics and enhance our sustainability performance in real time. 

Tools like CAD modelling and active weight load monitoring allow us to reconfigure rigging and room setups safely and efficiently. Smart sensors help optimise lighting, temperature and water usage without manual intervention. 

We’re also exploring ways to streamline how we gather feedback from event organisers, using AI tools and automation to make that process faster and more consistent. Gathering feedback is incredibly important to continually improve and stay responsive to evolving needs. 

As venues evolve, the skills needed to run them are changing too. How will the team be ready for the future and equipped to think in new ways? 

We’ve taken a clear and structured approach to workforce development. Our Leadership Capability Framework guides how we recruit, onboard and support people across every part of the business. It’s about fostering leadership as a behaviour, not just a title. 

We also use a 4E model: education, experience, exposure and environment. That combination gives our people space to grow, share ideas and tackle challenges together. In practice, it means collaboration across teams, mentoring, and learning programs tailored to real industry scenarios. 

Emerging skills like AI, data literacy and digital fluency are a major focus. These aren’t just technical capabilities; they’re essential tools for improving the delegate experience, streamlining operations and staying ahead of where the industry is going. 

Most venues now have sustainability measures in place, but going further means looking beyond the basics. How is Nyaal Banyul driving bigger environmental goals and deeper social impact through everything it does? 

Environmental and social outcomes are embedded in how we plan, partner and deliver every event. We take a whole-of-organisation approach to ESG because it can’t be an add-on it has to be part of how we operate every day. 

Nyaal Banyul has achieved carbon neutral certification for Scope 1, 2 and 3 emissions from building operations and holds a 5-Star Green Star rating. We’ve published our own net zero roadmap and are committed to working with suppliers and customers to make more sustainable choices. 

We’re equally passionate about the social side of sustainability. We have partnerships with organisations that make a real difference and we work closely with the Wadawurrung Traditional Owners to ensure cultural knowledge and storytelling remain central to how we welcome guests. 

Accessibility and inclusion are also fundamental. We’ve launched an Accessibility Action Plan and will provide facilities like Changing Places and sensory spaces to ensure every guest feels welcome and supported. 

A Legacy in Place 

Significant events can shape more than a program they can influence jobs, local business and community wellbeing. What will Nyaal Banyul’s wider economic and social impact be on Geelong and the region? 

We’re thinking beyond event attendance and room hire. Business events bring high-value visitors who support local accommodation, hospitality and services. According to Tourism Research Australia, business event travellers spend around 65 percent more than leisure visitors. 

We’ll be tracking outcomes like employment, supply chain engagement and repeat visitation. We’re also prioritising partnerships with local producers and suppliers because we know that’s what builds a stronger regional economy over time. 

Economic impact is only part of the story. We see Nyaal Banyul as a platform for positive outcomes that extend well beyond the event itself whether that’s reducing environmental impact, improving accessibility or creating economic opportunity. 

Do you think there are untapped opportunities for convention centres to create deeper, longer-lasting connections with the community and leave a true legacy from events? 

Legacy starts well before the first event. At Nyaal Banyul, we’ve built it into the foundation. From day one, we’ve worked closely with the Wadawurrung Traditional Owners to embed cultural knowledge and storytelling throughout the venue. 

We’re creating opportunities that extend beyond events through partnerships with Deakin University and Gordon TAFE, support for local artists and producers, and a strong focus on regional identity. Our sustainability commitments, from local sourcing to a 5-Star Green Star building, further reinforce that legacy is about more than memory. It’s about momentum. 

When delegates leave, we want them to take away more than just an event experience. We want them to leave with a sense of place, new connections, and a lasting impression of Geelong’s culture and community .  

Lets Connect 

From the moment you arrive on the Geelong waterfront, you’ll feel the energy of the region in every detail, from the architecture to the menus. 

If you’re ready to start planning, we’re ready to welcome you. Book your next event or explore more about our spaces.

This Q&A originally appeared in Spice News as part of a broader discussion about the future of events in Australia.