RNA

What RNA does

The Royal National Agricultural and Industrial Association of Queensland (RNA) is a not-for-profit member-based organisation founded in 1875 and headquartered at the Brisbane Showgrounds in Bowen Hills, Brisbane. Its stated mission is to celebrate and champion the essential role agriculture plays in the everyday lives of Queenslanders, achieved through three operating pillars: the Royal Queensland Show (Ekka), the Royal Queensland Awards (RQA), and the Brisbane Showgrounds venue business. The Ekka is Queensland's largest annual event, attracting over 400,000 visitors across a nine-day run in August and featuring more than 20,000 competition entries and approximately 10,000 animals. The Brisbane Showgrounds precinct, a 22-hectare site located 1.5 km from Brisbane CBD, hosts more than 200 events annually and over one million visitors, with the Royal International Convention Centre (Royal ICC) operating as the flagship indoor venue. The RNA also runs a membership program of 3,700+ members, an RNA Foundation (charitable arm established in 2017), and the multi-decade $2.9 billion Brisbane Showgrounds Regeneration Project with Lendlease.

RNA generates revenue across five streams: Ekka event revenue (tickets, showbags, exhibitor fees, F&B), venue hire and convention revenue from 200+ annual events, annual membership subscriptions (Junior $60 to Life $2,315), Royal Queensland Awards competition entry fees across cheese/dairy, ice cream, branded beef and lamb, wine, and beer, and charitable donations through the RNA Foundation. The organisation reinvests all revenue back into its charter; financial figures are not publicly disclosed. Technology is primarily operational rather than product-facing, with an AR-enabled Ekka mobile app using Apple TrueDepth camera technology and Green Globe certified sustainability infrastructure including a 600kW solar installation at the Royal ICC. The RNA operates in domestic Australian markets only (Queensland-centric), with no international revenue footprint, and is governed by a 21-member Council.

Go-to-market is event-driven: physical activation through the annual Ekka anchors brand awareness and acquisition, the membership portal (membership.rna.org.au) drives recurring individual and corporate subscriptions, and the venue sales team handles direct B2B event hire. Distribution is concentrated at the single Brisbane Showgrounds precinct, supplemented by the Lendlease regeneration partnership for mixed-use real estate development. The RNA holds registered trademarks for the Ekka wordmark, Strawberry Sundae logo, Royal ICC logo, and Brisbane Showgrounds logo, and is the only Green Globe Certified convention centre in Australia.

Name

RNA

Legal name

The Royal National Agricultural and Industrial Association of Queensland

Website

https://rna.org.au

Company type

Private

Founded year

1875

Operating status

Operating

Headcount range

51–100 employees

Short description

The RNA is a 150-year-old Brisbane-based not-for-profit association that owns the Brisbane Showgrounds precinct and operates the Royal Queensland Show (Ekka), Royal Queensland Awards, and Royal International Convention Centre, serving Queensland's agricultural community and the broader public through events, competitions, and venue hire.

Ownership category

akta.pro rank

Product category

Agricultural Exhibition & Convention Venue Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

General Consumer Expos & Trade Shows (MPAGAFAA)

akta.pro secondary industry

Conferences & Conventions Operations Services (Registration, AV, Logistics) (MPAGAGAM)

Keywords

• Agricultural exhibition services
• Convention venue hire
• Food wine competitions
• Event management services
• Membership associations

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Event Revenue (Ekka): The Royal Queensland Show (Ekka) is Queensland's largest annual event attracting over 400,000 visitors. Revenue generated from ticket sales, showbags, carnival rides, food and beverage vendors, and exhibitor fees.
2. Venue Hire and Conventions: The Brisbane Showgrounds hosts more than 200 events annually including exhibitions, conferences, banquets, and music festivals. Revenue from venue rental, catering services, and event coordination at the Royal International Convention Centre.
3. Membership Fees: Annual membership program with over 3,700 members including individuals, corporations, and life members. Membership provides free Ekka entry, guest passes, and access to members' facilities. Individual memberships range from $60 (Junior) to $165 (City Adult) annually, corporate at $725.
4. Competition Entry Fees: Royal Queensland Awards conducts competitions across cheese and dairy, ice cream, branded beef, branded lamb, wine, and beer categories. Revenue generated from competition entry fees.
5. Regeneration Project Development: The $2.9 billion Brisbane Showgrounds Regeneration Project is funded primarily by Lendlease with $65 million loan from Queensland Treasury Corporation. All revenue reinvested into the RNA's charter of celebrating agriculture.
6. Donations and Charitable Support: RNA Foundation accepts tax-deductible donations supporting agricultural heritage preservation, education, and development across Queensland. Donations can be allocated to specific pillars (heritage, education, agriculture) or general funds.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

The RNA operates the Royal Queensland Show (Ekka), Queensland's largest annual event attracting 400,000+ visitors over nine days, featuring agricultural competitions, entertainment, and exhibitions. It also runs the Royal Queensland Awards (RQA) competition program across cheese, dairy, ice cream, beef, lamb, wine, and beer categories, and operates the Brisbane Showgrounds venue business hosting 200+ events annually through the Royal International Convention Centre and surrounding precinct.

Product overview

The RNA operates a platform of event and venue management products centered on Queensland's agricultural celebration heritage. The core offerings are the Royal Queensland Show (Ekka) as Queensland's largest annual event, the Royal Queensland Awards (RQA) as a suite of food and beverage competitions, and the Brisbane Showgrounds as a premier venue business hosting over 200 events yearly. These are supported by the Royal International Convention Centre as the flagship venue facility, the RNA Foundation as the charitable arm, and the RNA Membership Program as a subscriber benefit scheme. The Brisbane Showgrounds Regeneration Project represents ongoing infrastructure development in partnership with Lendlease. The products work together as an integrated event and venue ecosystem serving both the agricultural community and the broader Queensland public.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 400,000+ attendees annually at Ekka
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• LendleaseflagshipStrategic or Co-development Partner · 1 April 2011Lendlease is the RNA's project partner for the $2.9 billion Brisbane Showgrounds Regeneration Project. The partnership is delivered via Lendlease's integrated business model with the Group providing funding partners, development management, project management, design management and construction. This world-class regeneration transforms 22 hectares 1.5km from Brisbane CBD into a vibrant year-round destination.
• Marcus Oldham CollegecoreStrategic or Co-development PartnerMarcus Oldham College partners with RNA Foundation for the Education Bursary program. The bursary supports eligible candidates to attend the Marcus Oldham Rural Leadership Program, which provides leadership training to identified potential future leaders in agricultural and agribusiness industries and communities.
• QUT Faculty of BusinessminorStrategic or Co-development PartnerRNA has been a proud sponsor organisation for the QUT Corporate Partners in Excellence (CPIE) program since 2006, contributing to scholarships in business management, finance and accounting, sales and marketing, information technology and human resources. Program offers students internships and business degree qualification.
• Outback Gondwana Foundation LtdminorStrategic or Co-development PartnerAri McCamley, RNA Foundation Board member and RNA Council member, is also a director of Outback Gondwana Foundation Ltd which established and operates the Eromanga Natural History Museum.
• Agricultural Shows AustraliacoreStrategic or Co-development PartnerRNA is a director of Agricultural Shows Australia. Brendan Christou, RNA Chief Executive, is a board member of Agricultural Shows Australia and the International Association of Fairs and Expositions (IAFE).
• Royal Agricultural Society of the Commonwealth (RASC)minorStrategic or Co-development PartnerRNA President David Thomas is a Trustee of the Royal Agricultural Society of the Commonwealth. RNA provides a range of expertise with diverse backgrounds in rural, private and public sectors to the Commonwealth agricultural show movement.
• Rydges HotelcoreChannel Partner/ Reseller/ DistributorThe four and a half star Rydges Hotel at Brisbane Showgrounds opened February 2016 as part of the regeneration project. First onsite accommodation offering bar and restaurant (Paddock Bar and Six Acres restaurant) for Showgrounds guests.

Scale indicators10 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Melbourne Convention and Exhibition Centre (MCEC): MCEC is one of Australia's largest purpose-built convention and exhibition venues. Broad incumbent peer to RNA's Royal ICC in the Australian MICE/convention market, although RNA is much smaller and tied to an agricultural show.
• Brisbane Convention & Exhibition Centre: BCEC is Brisbane's flagship large-scale convention and exhibition venue, directly competing with RNA's Royal ICC for corporate events, conferences, and banquets in the Brisbane MICE market.

Direct peers

• Sydney Showground (RAS of NSW Trust): Operates the Sydney Showground as a year-round events and convention venue, directly comparable to Brisbane Showgrounds and Royal ICC as a large-scale metropolitan event venue owned by an agricultural show society.
• Royal Agricultural & Horticultural Society of South Australia (Royal Adelaide Show): RA&HS of SA operates the Royal Adelaide Show and Adelaide Showground venue. Closest direct peer to RNA in the Australian royal show circuit with comparable scale of annual show and venue business.
• Royal Agricultural Society of Western Australia (Perth Royal Show): RASWA runs the Perth Royal Show and Claremont Showground. Direct Australian royal show society peer with similar annual agricultural exhibition, competitions, and membership model to RNA.
• Royal Agricultural Society of Victoria (Royal Melbourne Show): RASV runs the Royal Melbourne Show and Melbourne Showgrounds venue. Direct peer to RNA's Ekka and Brisbane Showgrounds in the Australian royal agricultural show society network, with similar competition, awards, and venue businesses.
• Royal Agricultural Society of New South Wales (Sydney Royal Easter Show): The Sydney Royal Easter Show is Australia's largest annual ticketed event (~900,000 attendees) run by the Royal Agricultural Society of NSW. Directly comparable to RNA's Ekka in mission, format, and agricultural show society structure.

Others

• International Association of Fairs and Expositions (IAFE): US-headquartered global industry association for fairs, shows, and expositions, with RNA's CEO sitting on its board. Peer as an industry association rather than direct competitor.
• Agricultural Shows Australia: National peak body for Australian agricultural shows, of which RNA CEO Brendan Christou is a board member. Industry body peer, comparable as an ecosystem participant rather than a direct competitor.
• Royal Agricultural Society of the Commonwealth (RASC): Global federation of royal agricultural show societies, of which RNA's president is a trustee. Ecosystem and governing-body peer in the international royal agricultural show movement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/rnafdc
• LinkedInlinkedin.com/company/royal-national-agricultural-&-industrial-association-of-qld

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about RNA