THE CLIENT: ASCC
The Australian Society of Cosmetic Chemists (ASCC) is the leading professional organisation representing experts in the science and formulation of cosmetic and personal care products. Its annual conference is the flagship event for the industry, attracting scientists, manufacturers, and innovators to exchange revolutionary research, explore emerging technologies, and build lasting professional networks.
ASCC selected the Western Sydney Convention Centre to host their annual conference, inspired by the venue’s promise for flexible spaces and world-class, state-of-the-art facilities. Remarkably, their event was one of the first ever confirmed at WSCC—secured in 2021, even before construction of the venue had officially begun. As the venue started to take shape, the ASCC team was invited on an exclusive hard hat tour, giving them a firsthand look at the developing spaces and allowing them to confidently visualise how their program would come to life within the precinct.
EVENT EXECUTION
Seamless Multi-Space Activation
The ASCC Conference brought together over 400 delegates each day in a vibrant, multi-stream event that showcased the full versatility of the events precinct.
With simultaneous exhibitions, breakout workshops, and keynote presentations, the event seamlessly utilised the WSCC’s adaptable layout for a large-scale exhibition, featuring 66 booths from various industry-leading exhibitors such as Bontoux, and the Good Face Project. Whilst the Event Centre’s practical event spaces—including the Jamison, Ron Mulock, and Woodriff rooms—provided ideal settings for focused sessions and keynote addresses.
Clear signage and thoughtfully programmed schedules ensured smooth transitions between areas, maintaining energy and engagement throughout. Beyond the formal agenda, the precinct came to life with social gatherings in distinctive venues, culminating in a memorable Gala Dinner and Awards Night at the EVAN Theatre. Guests celebrated in an elegantly staged, gala setting.
The success of the event underscored the value of an integrated precinct experience, where diverse, purpose-built spaces allowed the ASCC Conference to thrive as an incredible, high-impact event in Western Sydney.
Tailored Food & Beverage Experience
The food and beverage offering was curated to accommodate both the scale of the event and the preferences of the client. From energising delegate buffet lunches, to delicious gala dinners, our culinary team ensured each dining experience aligned with the tone and purpose of each event component.
Throughout the exhibition at WSCC, catering stations offered a selection of delicious mains, desserts, and refreshments, that were strategically placed across the exhibition floor to promote a steady, natural flow of delegates throughout the space. Alternatively, for the Welcome Event, a bespoke menu showcased a variety of gourmet canapés alongside a vibrant BBQ food station, fostering a warm, social atmosphere where delegates could relax, mingle, and enjoy a shared culinary experience.
To enhance the overall delegate experience around the Precinct, each guest was provided with a temporary membership card during the registration process, allowing them ease of access to the registered club areas. This access also ensured discounts on food and beverage, throughout their stay.
Pullman Sydney Penrith Group Accommodation
With a high volume of delegates travelling to attend the conference, securing convenient and cohesive group accommodation was a key priority.
Pullman Sydney Penrith played a central role in this, hosting a substantial number of attendees, including international guests from New Zealand, Singapore, the United States, and beyond and accounting for nearly two-thirds of the hotel’s total occupancy during the event.
Its close proximity to the WSCC ensured a seamless transition between conference sessions and social functions, enhancing the overall experience for delegates throughout the three-day program.
Overcoming Challenges
Delivering a large-scale, multi-stream program that seamlessly blended corporate sessions with social events presented a number of complex logistical challenges. The primary hurdle was managing the high volume of delegates and ensuring operational flexibility for any last-minute program changes. This was achieved through close collaboration with the ASCC team, resulting in a comprehensive, agile event management plan.
A significant logistical challenge involved coordinating the bump-in of a large number of exhibitors into the WSCC. Working closely with Creative Hire and individual exhibitors in attendance, the WSCC team implemented a structured approach to manage deliveries and setup. A guided loading dock plan ensured a smooth bump-in process ahead of opening day, while allowing exhibitors to replenish stock efficiently on subsequent days.
Additional signage and event staff were strategically positioned to support wayfinding and crowd movement. These measures ensured delegates could navigate the venue with ease, contributing to a welcoming and well-organised atmosphere throughout the event.
“WSCC was a delight to work with, their flexibility, attention to detail and friendly staff really makes the difference. The newly built conference centre is stunning with floor to ceiling windows allowing for an abundance of light, making a busy exhibition space feel spacious”
Robert McPherson – Lubrizol Business Manager & ASCC Event Organiser
Outcomes & Impact
The event was a great success, marking an unprecedented milestone for WSCC and the broader precinct. With a focus on flexibility, precision, and seamless coordination, it showcased WSCC’s capacity to deliver large-scale, high-complexity events with excellence.
Feedback from the client highlighted their satisfaction with the professionalism, adaptability, and attention to detail demonstrated by the entire WSCC team. The smooth execution, high attendee engagement, and seamless flow between event components reinforced WSCC’s reputation as a premier destination for major conferences and exhibitions.
WSCC is proud to have partnered with the client for such a landmark event and is deeply grateful for the trust placed in us to bring their vision to life.
