Event in the spotlight: Amway China 2019

We go behind the scenes to discover how Encore produced a gala program for more than 6000 delegates.

Amway China returned to Australia for the sixth time with more than 6000 guests for its annual Leadership Seminar.

This year, the seminar headed to Cairns, Queensland where seven waves of delegates attended the seminar and incentive program between 21 March and 15 April 2019.

Encore Event Technologies was engaged to design and organise the gala program, which treated guests to a spectacular experience including artificial reality, a multimedia and robotics show, choreographed dancers and a live concert for the main act.

The event was a huge success, with Encore managing director Tony Chamberlain saying it will “go down in Encore history as one of the best”.

The Voice China star Uni Yeh performing at the event


Encore were tasked with creating an inspiring event that captured the theme: ‘From the Rainforest to the Reef’.

The event design included a 270-degree giant screen that wrapped around the inside of the venue, table theming which incorporated lighting design, customised soundscapes and roaming performers.

The gala dinner opening sequence featured the death-defying Million Volt Man, whose act involves sword swallowing and high voltage electrical stunts. The entertainment also included the Fabric Ballet and an augmented reality act incorporating a choreographed performer attached to a robotic arm.

A 270-degree multimedia projection wrapped around the room

A major highlight was the “underwater section” of the evening’s journey. The Fish Medley act included a singing and dancing animated multimedia fish on robotic LED screens that moved with the music. Custom-designed centre pieces inspired by a tropical reef decorated the tables, each individually lit with both intelligent pin-spotting and wireless dmx battery powered lighting.

In addition, luminous headdresses were supplied to delegates, so they could feel part of the event’s theme. After the four performance segments, delegates were treated to a high energy performance by The Voice China star Uni Yeh performing with a live band and a team of local dancers.

“The guests were blown away by the 270-degree multimedia projection, holographic projection and synchronized robotics The creative event design was matched with cutting-edge use of technology to create an amazing experience for guests,” said Encore show producer Andrew MacColl.


Amway chose to enhance the attendee experience by selecting a new and unusual venue for the event, the newly constructed wing of the Australian Armour and Artillery Museum (AAAM).

Delegates were treated to a specially created Tank Show in the parklands behind the museum, which featured rare and historical vehicles and included dramatic gun blasts and explosions created with pyrotechnics.

Delegates enjoyed a specially curated tank show

The AAAM is the largest military vehicle museum on the Southern Hemisphere, but as an event venue it presented some major challenges, such as no rated rigging points, three-phase power, guest Wi-Fi facilities or air-conditioning.

“Working in such a unique venue had its challenges, but also many benefits in that it allowed our team the opportunity to maximise their creativity to bring to life a blank canvas,” said Michael Magafa, national sales director at Encore.

“Special event director John Schryver designed a truly unique and immersive experience which will undoubtedly be remembered long after the event.

“The team bought his design to life and delivered the series of events flawlessly.”

An augmented reality performance was also part of the entertainment

Encore managing director Tony Chamberlain said it was an honour to work with Amway China again, especially in such an iconic Australian location.

“The team have been engaged in meticulous planning for months after winning the bid to manage this event,” he said.

“On-site we managed 20 days of install and rehearsals, then the team delivered both business sessions and the gala dinner for each of the seven waves.

“Our goal was to create an event that showcased the beauty of Far North Queensland while also demonstrating what is possible for a creative business event.

“Our talented team achieved all this and more, in a challenging venue. This event will go down in Encore history as one of the best.”

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