5th Lane is a brand-new precinct in the Northern Queensland city of Mackay which has added to the region’s portfolio of quirky, offsite options for business event functions and partners programmes.
Previously a forgotten service laneway, 5th Lane has been transformed with street art and murals featuring Australian animals and icons of Mackay. The brightening and transformation of the laneway has involved efforts by 16 local artists, as well as five visiting artists from across Australia.
The large-scale, colourful artworks include a massive rainbow lorikeet, Ulysses butterfly and an optical illusion in the shape of a sun. The giant artworks are especially “selfie-friendly” and provide an opportunity for social media promotion that can be beneficial for a business event and also the Mackay region.
Strategically located in the middle of the city’s main dining precinct, the laneway is just two blocks from city centre accommodation, as well as the Mackay Entertainment and Convention Centre (MECC).
With a free app available to download to smart devices, business event participants can experience and interact with the artwork on an enhanced level via Augmented Reality technology, which animates some of the artworks when viewed courtesy of the city centre’s free Wi-Fi.
The launch of the new laneway coincided with the Mackay Festival of Arts, with the opening function in the laneway providing an example of how the space can potentially be utilised, either as a stand-alone event or for a pre-dinner cocktail party or welcome function. Mackay Regional Council is very supportive of such ‘activations’ in the city centre for large events and conferences.
Nicky Hansen, Sales & Business Development Coordinator with the Mackay Entertainment and Convention Centre (MECC) spoke about the possibilities presented by the new laneway precinct.
“We’re always looking to add more options for business event planners to consider,” she said.
“This quirky laneway venue delivers the unexpected and can either set the scene for a conference welcome party or provide an opportunity for accompanying partners to interact with local artists and culture.”
For more information on the MECC and the Mackay region, visit www.mackayecc.com.au