Qudos Bank Arena, owned by TEG and proudly operated by ASM Legends, in partnership with multicultural marketing agency CulturalPulse, is proud to announce it has received a Merit Award for Campaign of the Year at the 10th Annual TechDiversity Awards, held in Melbourne on November 14.
Qudos Bank Arena’s Deputy General Manager, Michael Cox says this recognition celebrates a transformative initiative that redefined how the Arena connects with multicultural audiences.
“With approximately 15 per cent of concerts now multicultural, and the Arena located within 10km of communities where 75 per cent of residents have at least one parent born overseas, our team identified a clear opportunity to better serve these diverse audiences,” he said.
“This recognition shows that astute, forward thinking market leaders like Qudos Bank Arena understand that true insights, customer empathy, and community-driven strategies not only deliver strong financial returns, but also strengthen social cohesion and create lasting community value.” Reg Raghavan, CEO, CulturalPulse.
Despite strong commercial performance, including four of the Top 10 concerts by average ticket in 2023, customer satisfaction for multicultural concerts was found to be up to 90 per cent lower than other concerts – highlighting a need for change.
In response, Qudos Bank Arena partnered with CulturalPulse and leveraged AskGenie’s advanced segmentation and analytics to gain deeper insights into audience needs.
“Together, we developed and delivered a strategy rooted in authenticity and inclusion — embedding culturally tailored touchpoints across every stage of the customer journey, from communications and content to food offerings, signage, staffing, and community engagement.”
Cox believes the results have been transformative.
“What began as a pilot is now embedded in operations. This campaign is not just a milestone, it’s a blueprint for the future and a new standard for inclusive business practices in the entertainment industry.”
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ABOUT QUDOS BANK ARENA
Qudos Bank Arena is Australasia’s number 1 venue for live entertainment and largest indoor arena, located in Sydney Olympic Park. As a world-class venue, it hosts concerts, sports events, comedy and family entertainment experiences, attracting over 1 million patrons annually.
ACKNOWLEDGEMENT OF COUNTRY
Qudos Bank Arena acknowledges that we are on Wangal land. This land connects us all to the past and the future. We respect Wangal Country, recognise Elders past, present and emerging as Traditional Custodians of it, and celebrate the ongoing deep cultural connection of the people who continue to carry its language, song, dance, and stories.
ABOUT LEGENDS ASM GLOBAL
Legends ASM Global is the world’s leading venue management company and producer of live event experiences. Merged with Legends in 2024, with over 400 premier venues worldwide, Legends ASM invests and operates in the world’s most important stadiums, arenas, convention centers, and theaters, including entertainment districts and mixed-use developments.
The merged company produces over 20,000 live events annually, welcoming more than 164 million guests each year. As the global leader in content programming and revenue optimization, our best-in-class management leverages the latest data-driven marketing strategies to deliver maximum value and profitability for venue owners.
Legends ASM Global is also the world’s largest owner/operator of sports stadiums with a portfolio of 28 of the most iconic stadiums under management, including LA’s SoFi Stadium, AT&T Stadium in Dallas, Allegiant Stadium in Las Vegas, Yankee Stadium in New York, Suncorp Stadium in Brisbane, Optus Stadium in Perth, and Kai Tak Stadium in Hong Kong.
For more information visit Legends.net
LEGENDS ASM GLOBAL (APAC and MENA)
From its APAC regional headquarters in Brisbane, Australia, Legends ASM Global operates, manages and books a network of venues that includes:
- Stadiums – Suncorp Stadium, Brisbane; Kai Tak Sports Park Main Stadium, Hong Kong; and 50% ownership of VenuesLive, the operator of Optus Stadium, Perth
- Entertainment and Indoor Sports Arenas – Qudos Bank Arena, Sydney; RAC Arena, Perth; Brisbane Entertainment Centre; Newcastle Entertainment Centre; ICC Sydney Theatre; Brisbane Convention & Exhibition Centre Great Hall; Cairns Arena; Bangkok Arena (under construction); Coca-Cola Arena, Dubai; and Kai Tak Sports Park Indoor Arena, Hong Kong and soon in Riyadh
- Live Performance Theatres – Brisbane, Cairns, Darwin, Sydney, Bahrain, Dubai, and Kuala Lumpur;
- Convention & Exhibition Centres – Brisbane, Cairns, Darwin, Newcastle, Sydney, Christchurch, Kuala Lumpur, Dubai, Bahrain, and Riyadh;
ABOUT TEG
TEG is a global leader in live entertainment, ticketing, digital and data which sits at the heart of the live event experience for millions of fans. TEG operates globally and includes TEG Live, TEG Sport, TEG Rugby Live, TEG Experiences, TEG Dainty, TEG Van Egmond, TEG MJR, Laneway Festival, Handsome Tours, TEG Lifelike Touring, TEG TES Live, TEG Europe, TEG Asia, TEG North America, Qudos Bank Arena, Ticketek, Ovation, FAN+, VIP NOW and SXSW Sydney.
