WHERE IT’S AT
WORDS BY KATIE PALMER
So you’ve got yourself a ticket to the hottest event on the experiential calendar. Well, everyone knows there’s a lot more to PURE than business meetings. Here are the week’s social highlights…
MATTER, brought to you by Tourism Australia, Monday 9 November
The lowdown: Conceived as a platform on which the PURE community can impart knowledge, share ideas and collaborate to drive the industry forward, MATTER returns bigger and better for 2015 with five rooms hosting over 20 visionary speakers.
The crowd: Along with eager-to-learn PUREists, rub shoulders with influencers from across the industry and beyond. But remember: it’s only for those PUREists who registered to attend – all spaces have been filled.
Top tip: Be sure to arrive in time for the dedicated MATTER breakfast on Level -1, brought to you by Tourism Australia.
PURE Conference 2015, brought to you by Tourism Australia, Monday 9 November
The lowdown: Coming up to its seventh year, the PURE Conference attracts high-profile speakers whose prerogative is to spearhead new ways of thinking and drive business in exciting new directions.
The crowd: This year’s impressive speaker line-up features Founder and Innkeeper of Fogo Island Inn, Zita Cobb, and Photographer Jimmy Nelson.
Top tip: Get there early to nab a good seat – and remember, doors close promptly at 3pm!
PURE Awards 2015, brought to you by Tourism Australia, Monday 9 November
The lowdown: Designed to celebrate the heroes of the high-end experiential travel industry, the PURE Awards 2015 will unveil this year’s winners – shortlisted from hundreds of entries by an influential panel of judges before being voted for by the PURE community.
The crowd: Award nominees will be out in force; beware overexcited winners.
Top tip: The Awards will follow on immediately from the Conference, so nominees: make sure you snag a seat toward the front!
The Social, brought to you by Ecuador Tourism
The lowdown: Launched last year in creative collaboration with Delight Event Management, The Social is a serene space for PUREists to eat, drink and relax; open all day, you’ll find coffee on tap.
The crowd: You’ll find fun-loving, boho types playing foosball alongside sophisticates curled up on a sofa with friends. Plus, Private Travel Designers flock to the handy work stations.
Top tip: Look out for the self-explanatory Chocolate Bar, with special demonstrations from Tuesday to Thursday at 15.35! Plus, head to The Social for Monday’s Pre-Conference drinks, brought to you by Ecuador Tourism.
Terrace Café, brought to you by Argentina National Institute of Tourism Promotion, and Corner Café
The lowdown: Two on-site cafés occupy the ground floor: Terrace Café, brought to you by Argentina National Institute of Tourism Promotion, and Corner Café. Each serves complimentary coffee and traditional mint tea.
The crowd: Like bees to the hive, PUREists flock to mingle and pick up a caffeine fix.
Top tip: This is the ideal place to swap business cards or check your schedule and post some snaps in the PURE app, brought to you by Nordic Luxury.
The lowdown: Long-term PURE partner Morocco Tourism injects a spot of local culture into the show floor. Found on the ground floor, comfy floor cushions, shisha pipes and as much mint tea as you can drink make this the perfect nook for a spot of downtime.
The crowd: A resident fez-wearer serving traditional Moroccan tea and the odd snoring PUREist sneaking in 40 winks between meetings.
Top tip: Unless you’re a seasoned pro, go easy on the shisha!
Relais & Châteaux Gastro Bar
The lowdown: Long-term PURE partner Relais & Châteaux returns once again with its impressive Gastronomic Bar in the convenient locality of the Upper Deck.
The crowd: Surrounded by R&C supplier stands, you’re bound to bump into a few members of the clan.
Top tip: Also serving coffee and tea, it doubles up as the perfect place to get your mid-morning cuppa.
Welcome Party at Beldi Country Club, Monday 9 November
The lowdown: Set in 15 hectares of gardens, Beldi Country Club oozes contemporary charm. The Welcome Party will kick off the show in style.
The crowd: Expect bear hugs and handshaking aplenty as PUREists from across the globe are reunited or meet for the first time.
Top tip: The evening is dedicated to celebrating however you see fit… But remember: Tuesday morning brings your first day of meetings!
Cocktail Party and Afterparty hosted by Sofitel, Tuesday 10 November
The lowdown: Moorish magnificence melts into French indulgence at Sofitel – the impressive venue for the second of the week’s parties. After mingling by the pool to enjoy spectacular entertainment, it’s on to the afterparty at SO Night Lounge to dance until you drop.
The crowd: Any PURE veteran will tell you that Tuesday night signals the most ‘energetic’ of the week’s parties… You’ll soon identify the core group of party animals – as they say, if you can’t beat them, join them!
Top tip: Don’t fill up before you go – the banquet tables piled high with exquisite food are a temptation not to be resisted.
Farewell Party at Dar Soukkar, Thursday 12 November
The lowdown: Once a 16th century sugar factory, Dar Soukkar is colourful and inviting – the perfect venue for the last of the week’s parties. As official planners for all of the week’s evening events, Delight Event Management once again proves they sure know how to throw a party!
The crowd: After a week of work hard, play hard mentality, there are bound to be some tired eyes. But don’t go thinking that means PUREists will be subdued – this is their last evening together for another year!
Top tip: With a lay-in to look forward to on Friday morning (finally!), give it all you’ve got.