Greenfields Albert Park

What Greenfields Albert Park does

Greenfields Albert Park operates a premium event venue hire business from a single site on Albert Park Lake, 3km from Melbourne's CBD. The venue offers two distinct spaces: a Main Space accommodating up to 200 seated guests (160 with dance floor) or 650 cocktail, and an intimate Lakeside Retreat for up to 40 seated or 120 cocktail. Both spaces feature floor-to-ceiling windows, indoor-outdoor flow, full in-house furniture and AV, a dedicated Event Logistics Coordinator, and a 1:00 AM liquor licence, positioning the property as a high-end full-service venue rather than a bare space hire.

The company monetises through exclusive venue hire with a $5,000 minimum spend for general events, wedding packages priced from $185 per person, menu tastings at $160 per person, and ancillary fees for additional setup time ($400 per hour), cakeage, golf buggy hire, and on-site parking. Go-to-market is sales-led, with bookings strictly by appointment and enquiries funnelled through the ivvy booking platform. Marketing is digital-first, centred on the company website, Instagram, and an email newsletter.

Greenfields serves four customer segments: weddings (primary), corporate events, private celebrations, and a newer wellness vertical. Named enterprise logos include Racing Victoria, Mercedes-Benz, CBRE, LEK Consulting, and Wella, indicating credible corporate event delivery alongside a broader base of consumer-facing bookings. The business is privately held with no disclosed funding, parent company, or financial data.

Name

Greenfields Albert Park

Website

https://greenfieldsalbertpark.com.au

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Greenfields Albert Park is a premium Melbourne event venue overlooking Albert Park Lake, 3km from the CBD. It hires two spaces (up to 650 cocktail guests) exclusively for weddings, corporate events, private celebrations, and wellness events under a sales-led, appointment-based model.

Ownership category

akta.pro rank

Product category

Event Venue Services

NAICS

Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Fairgrounds & Expo Parks (THAHAAAH)

Keywords

• Event venue hire
• Wedding venue services
• Corporate event hosting
• Private celebration venue
• Hospitality venue hire

Headquarters

HQ city

Albert Park

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others, Supply Chain

Revenue model

1. Venue Hire and Event Services: Exclusive venue hire for corporate events, private celebrations, weddings, and wellness events. Revenue generated through minimum spend requirements, per-person pricing for weddings and tastings, and additional service fees (security, setup, extra time).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Greenfields Albert Park is an exclusive-use event venue located 3km from Melbourne CBD overlooking Albert Park Lake and Golf Course. It rents two physical spaces — the Main Space (up to 650 cocktail or 200 seated guests) and the Lakeside Retreat (up to 120 cocktail guests) — packaged with wedding, corporate, private celebration, and wellness event services including in-house AV, furniture, kitchen access, security, and a dedicated Event Logistics Coordinator.

Product overview

Greenfields Albert Park operates as a premium event venue hire business offering two distinct physical spaces: the Main Space (versatile event space accommodating up to 650 cocktail guests or 200 seated) and the Lakeside Retreat (intimate space for up to 120 guests). These venue spaces are bundled with service offerings including wedding packages, corporate event packages, private event hire, wellness events, and general venue hire packages. All offerings include access to food and beverage services, in-house AV equipment, and event planning support.

Differentiator

Problem solved

Functional benefit

Products and services

• Main Space

Quantifiable outcome

• Venue can accommodate events ranging from 30 to 650 guests across various configurations
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered preferred, minor and core.

• Select Audio VisualpreferredTechnology or IntegrationPreferred in-house audio-visual supplier for events. Partners with venue to provide AV equipment and services. Event Managers facilitate introduction to Select Audio Visual for clients requiring professional AV support beyond venue's in-house PA system.
• PlanPayminorOthersFlexible payment plan service offered to clients for milestone event payments. Allows couples and event hosts to divide costs into weekly, fortnightly, or monthly instalments matching pay cycles.
• Albert Park Golf CourseminorStrategic or Co-development PartnerCollaboration for golf buggy hire enabling bridal party photography across the picturesque golf course. Shared parking facilities with approximately 115 spaces available to venue guests.
• ivvycoreChannel Partner/ Reseller/ DistributorVenue booking and event management platform integrated into website for enquiries and bookings. Provides online event scheduling, enquiry management, and booking functionality for venue hire.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Cargo Hall: South Wharf waterfront event venue in Melbourne hosting weddings, corporate functions and large-scale celebrations with similar capacity range and pricing tier. Directly comparable premium event hire business serving Melbourne's corporate and wedding markets.
• Luminare: South Melbourne rooftop events venue offering city-skyline ceremony and reception spaces for weddings and corporate events. A direct premium Melbourne venue competitor with similar per-package pricing model and sales-led enquiry motion.
• ZINC at Federation Square: Premium Melbourne CBD event venue inside Federation Square hosting weddings, gala dinners and corporate functions. Comparable as a premium event hire venue in inner Melbourne competing for the same wedding and corporate client base.
• Leonda By The Yarra: Long-established premium wedding and events venue on the Yarra River in Melbourne offering indoor-outdoor ceremony and reception spaces. Highly comparable as a destination wedding and corporate event venue competing in the same premium Melbourne market segment as Greenfields.
• The Atlantic Group (Atlantic Events): Multi-venue premium event operator in Melbourne (including CENTREPIECE, Union House, Quat Quatta) running the largest portfolio of comparable wedding and corporate event venues in Melbourne. Direct competitor in the high-end events hire category with multi-site scale.

Emerging players

• The Park Melbourne: Modern Melbourne event venue focused on weddings, corporate and private celebrations with comparable sales-led enquiry model and per-package pricing. Comparable smaller-scale premium event hire operator in Melbourne.

Others

• ivvy (event management software / marketplace): Australian venue booking and enquiry management platform that powers Greenfields' enquiry funnel. Adjacent ecosystem participant providing the underlying technology layer for venue-hire businesses like Greenfields rather than a direct competitor.

Broad incumbents

• The Langham Melbourne (event venues): Luxury Southbank hotel operating premium ballroom and function space for weddings and corporate events. Comparable premium-tier Melbourne venue but as part of an integrated hotel offering rather than a dedicated hire business.
• Crown Melbourne (event venues): Melbourne's largest integrated resort operates multiple large-scale event and convention venues as part of its broader hospitality and gaming portfolio. Comparable as a competitor in the premium Melbourne events space, though anchored by hotel, F&B and gaming rather than venue hire as its core proposition.
• Melbourne Convention and Exhibition Centre (MCEC): Victoria's largest convention and exhibition venue, hosting conferences, trade shows and large corporate events. Comparable for the corporate and conferencing overlap with Greenfields, but operates at much larger scale and lacks the wedding/private social focus.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GreenfieldsAlbertPark
• LinkedInlinkedin.com/company/greenfieldsalbertpark

Revenue estimate

Valuation estimate

Number of profiles

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 Greenfields Albert Park