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New cultural partnership to help Sydney shine

Three of Sydney’s unique cultural venues, under the banner of the Museum of Applied Arts & Sciences (MAAS), have joined Business Events Sydney (BESydney) as strategic partners.
The new partnership will see MAAS and BESydney collaborate, looking to leverage each other’s global network of Ambassadors and thought leaders, MAAS’ extensive museum collection and unique venues for business events for the strong pipeline of opportunity BESydney has secured for the city. 


The Powerhouse Museum, Sydney Observatory and Museums Discovery Centre join other BESydney partners such as Accor Asia Pacific, Qantas, other Strategic Partners in delivering a unique ‘Sydney package’ aimed at winning the hearts and minds of international associations and businesses looking for a host city for their upcoming events. 

“As Australia’s contemporary museum for excellence and innovation, MAAS has a fantastic story to tell our clients,” said BESydney’s CEO, Lyn Lewis-Smith.  “We align our activity with the New South Wales (NSW) Government’s priority sectors and MAAS’ disciplines fit perfectly with this strategy.”

“BESydney’s strategy complements our vision to be a catalyst for creative expression and curious minds. At a time when STEAM (science, technology, engineering, arts and math) is high on national agendas, MAAS offers expertise and experiences that will help BESydney win business for NSW,” said MAAS Acting Director, Dolla Merrillees. “Embodying the best of Australian design ingenuity and innovation, the Museum profiles one of the world’s great collections and is a highly successful interdisciplinary and culturally rich institution that sits at the intersection of the arts, design, science and technology and plays a critical role in supporting the brand and vision of the city.”

Established in 1879, MAAS is uniquely placed to demonstrate how STEAM impacts Australia and the world. Internationally, MAAS is acknowledged for its calibre of collection, scholarship and exhibitions.   

MAAS has several inspirational venues for business events, enhancing Sydney’s meetings infrastructure. BESydney plans to leverage MAAS’ connections with industry and academia to access high-profile speakers and robust program content for clients. “We expect MAAS to be extremely popular with our new clients as well as repeat clients who have visited Sydney several times but are looking for unique spaces to hold their events,” said Ms Lewis-Smith.

The Powerhouse Museum provides a unique space for offsite meetings, dinners and cocktail events for international groups. Sydney Observatory, with nearly 360-degree city and Sydney Harbour views, provides a space for events looking for the ‘wow factor’. The Museums Discovery Centre in Castle Hill creates an opportunity for groups to experience more of Sydney’s western suburbs.

A program of temporary exhibitions and programs complements several permanent exhibitions throughout MAAS venues, placing a strong emphasis on learning and creativity.

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