Industry leaders share lessons from Sydney’s Olympic success

As the Sunshine Coast prepares for its role in the lead-up to the 2032 Brisbane Olympic and Paralympic Games, local businesses and event professionals are being invited to learn how destinations can create unforgettable experiences for visitors during major events.

The Sunshine Coast Events Industry Association (SCEIA) will host a special industry event on 27 April 2026 titled ‘How the World Will Experience the Sunshine Coast – Curating the Spectator Experience.’

The event will feature senior figures from the team behind the internationally acclaimed Sydney 2000 Olympic Games, widely regarded as one of the most successful Olympic Games ever staged.

Former CEO of the Sydney Organising Committee for the Olympic Games Sandy Hollway, global event producer Greg Bowman and volunteer recruitment leader Sandy Deanes will share insights into what made Sydney’s Games experience so memorable for both visitors and locals.

The discussion will explore how destinations can maximise the spectator and visitor experience during major events – turning guests into ambassadors and delivering lasting economic and social benefits for the host community.

Sunshine Coast Events Industry Association President, Lenny Vance, said the event is designed to help the Sunshine Coast community start thinking now about how it will welcome the world in 2032.

“We’re entering a once-in-a-generation era of major events for our region and this session is about sharing practical insights on how we can start rolling out the red carpet – from the way we welcome visitors, to how small businesses can play a role in creating unforgettable experiences,” Mr Vance said.

Mr Vance said while major event procurement often attracts attention, there are many opportunities for local operators outside formal contracts.

“Not every business will win a procurement tender, but every business can benefit from the visitor economy if they understand how to engage with event audiences.”

“Simple things like creating themed experiences, extending trading hours or partnering with local operators can make a huge difference to the overall visitor experience.”

Former Sydney 2000 Olympic Games CEO Sandy Hollway will be the keynote presenter for the evening and will focus on how the success of a major event often comes down to how a destination makes visitors feel.

“The key thing is that we need to think from the outside in. It’s natural that organisers of the Games and people providing goods and services focus on the supply side but that has to start with an understanding of what the customer wants,” Mr Hollway said.

“The people attending the games are the most important customers of all, and what they’ll be looking for can be summed up in the phrase “a great day out”. Seeing great sports is at the core of it, but the experience goes beyond the venues and must be easy, relaxed, joyful, amazed, special, memorable.”

“There is a lot that goes into creating this experience, and creating it with a distinctive Australian and Queensland vibe, and it is not too early to start thinking about it now.”

The panel will also explore the iconic volunteer workforce that helped define the Sydney Games and how large-scale volunteer programs can inspire community pride and engagement – lessons particularly relevant as the Sunshine Coast prepares for the opportunities ahead.

The evening will offer attendees to ask the expert panel questions and conclude with a networking session for event professionals, tourism operators and local businesses to connect and share ideas on how the region can work together to deliver an unforgettable visitor experience.

EVENT DETAILS
What: INDUSTRY PANEL & NETWORKING: How the world will experience the Sunshine Coast
Host: Sunshine Coast Events Industry Association
Date: 27 April 2026

Time: 5.30pm – 7.30pm
Venue: Alex Surf Club

Cost: $49

PANEL PROFILES:

Keynote Speaker

Sandy Hollway

CEO of the Sydney Organising Committee for the Olympic Games, Sandy Hollway led the delivery of the Sydney 2000 Olympic Games, widely celebrated as one of the most successful Olympic Games ever staged.

He oversaw the coordination of more than 120,000 staff and volunteers, delivering an event that set a global benchmark for organisation, atmosphere and spectator experience.

Sandy will share insights into what makes major-events unforgettable, and what regions must do to prepare.

Panel Conversation:

Sandy will be joined by two exceptional leaders in the global events industry:

Greg Bowman OAM
Founder and Creative Director of Great Big Events and one of the world’s leading producers of in-venue fan experiences for major sporting events. Greg was Executive Producer for the Sydney 2000 Olympic Games and has helped shape the spectator experience at Olympic Games, Commonwealth Games, Rugby World Cups and other major international events.

Sandy Deans
Manager of Volunteer Recruitment for Sydney 2000 Olympic Games, Sandy is now Community and Business Engagement Leader with the Sunshine Coast 2032, working to connect industry, volunteers and regional organisations with the opportunities created by the Games.