How to Build a Billion-Dollar Business

CHAPTER 18MELBOURNE CUP MADNESS

In 2009, Channel Seven offered Stephen and I tickets to the Melbourne Cup. I wasn't a big horse person, but I've always loved the spectacle of Australia's richest horse race (well, it was the richest race, until The Everest race came along — a cautionary tale that even the strongest brands are always under threat). For the uninitiated, the Melbourne Cup is a renowned annual horse race that takes place on the first Tuesday of November in Melbourne. Often referred to as ‘the race that stops a nation’, it attracts a wide range of famous and infamous celebrities along with the regular punters who want to kick back, have a drink and enjoy a day at the races. The race started back in 1861 and is now one of the most prestigious horse races in the world.

Stephen and I stood on the balcony, sipped our beers and looked out over the 90 000 people in attendance. It was a glorious scene. The sun was shining, the track glowed a luminous green, the crowd was dressed to the nines, and joie de vivre emanated from every corner of the track.

Just below us was The Birdcage. This was where all the corporate marquees were located and where the captains of industry, socialites and sports stars came together to eat, drink and network. The logos on the marquees glittered in the sunlight. Emirates. Lexus. Myer. These global brands represented the best of the best. The idea came to me in an instant. I pointed to The Birdcage below and said, ‘We need to be in there. We ...