The wait is over - Karen Bolinger, Chief Executive Officer of the Melbourne Convention Bureau (MCB) has revealed the secret location for the 2014 Asia-Pacific Incentives & Meetings Expo (AIME) Welcome Reception.


Birrarung-Marr-MelbourneBirrarung Marr will be the location for the 2014 Asia-Pacific Incentives & Meetings Expo (AIME) Welcome Reception.

The AIME Welcome Reception will take place on Monday, 17 February, the night before the two-day tradeshow begins, with Birrarung Marr set to be transformed into a medley of all things quintessentially Melbourne.

“We are excited to announce that Birrarung Marr, located on the banks of the Yarra River and with sweeping views of the city skyline, will be where the AIME Welcome Reception pops up to welcome more than 2000 AIME delegates to Melbourne,” Ms Bolinger said.

“Named by Australia’s indigenous Wurundjeri people, Birrarung translates to "river of mists" while Marr refers to the side of the river.

The site has previously hosted Ellen DeGeneres and her 5000 fans during their once-in-a-lifetime trip to Australia, and Melbourne's ArtPlay, an event attended by Crown Princess Mary and Crown Prince Frederik of Denmark.

Many local businesses, which are MCB members, have joined forces to bring the AIME Welcome Reception to life including Peter Jones Special Events; Harry the Hirer; Epicure; Creative Entertainment Concepts and more.

Ms Bolinger said, “The AIME Welcome Reception is another example of how Melbourne can turn non-traditional event spaces into unique venues. I have no doubt that this event will further cement the great reputation of Melbourne’s premium business events services and suppliers.”

The dress code for the event is smart casual and flat shoes are recommended.

AIME is the largest business exhibition of its kind in Australia, which will take place on 18 and 19 February at Melbourne Convention and Exhibition Centre. AIME is set to attract over 3000 delegates responsible for organising, meetings, incentives and business travel and over 700 Exhibitors from 50 countries.