Western Sydney’s event scene is set for a major boost with the launch of Azalea Collective, a new full-service events brand backed by Bankstown Sports Club.
The new events arm brings together a suite of curated venues, offering in-house planning, catering and production support for both corporate, private, and community functions.
“Azalea Collective is built for event professionals who want flexibility and ease without sacrificing quality,” Bankstown Sports Club group sales and events manager Joanne Williamson said.
Williamson said the idea stemmed from a clear gap in the local market for premium event spaces that rival those in the city.
“We saw a gap in the market to provide CBD-style event and conference offerings to the [Sydney] southwest community,” she said.
The launch venues encompassed under the Azalea Collective brand include Lady Banks Rooftop Bar, The Basement Brewhouse, La Piazza, and a dedicated events centre, with additional venues set to come online soon.
Azalea Collective will operate under its own brand, with Williamson noting the decision was intentional.
“We wanted a separate brand that encompasses all our spaces and venues,” she said.
“Bankstown Sports Club also has six associated venues, which includes a bowls and golf club, all with different event options and will eventually sit within the Azalea Collective, offering customers an even wider event offering in [Sydney’s] southwest.”
Williamson added Azalea Collective forms part of Bankstown Sports’ broader strategy to expand its food, beverage and entertainment offering.
“Providing a space for both corporate and private events is part of this strategy, and it gives us an opportunity to bring our offering to a wider audience,” she said.
“We have a dedicated events centre, restaurants with a variety of spaces, and an onsite Mercure Hotel, which provides endless options to corporate and private event bookers.”
The group has also appointed the club’s culinary director Evan Burgess to oversee the menu offering. Burgess has worked with each venue to create an event menu that complements all event experiences and dietary requirements.