CMO becomes executive director of new Western Sydney Performing Arts Centre

Craig McMaster

The former marketing chief for ANZ Stadium operator, VenuesLive, Craig McMaster, has been appointed executive director of the new Western Sydney Performing Arts Centre due to open its doors next year.

The WSPAC is a $100 million theatre and multi-use entertainment space being constructed in Western Sydney beside Rooty Hill RSL. Due to be completed in August 2019, the 2000-seat proscenium theatre will play host to stage shows, musicals and concerts, and accommodate ballet companies and orchestras.

The new role is a fresh canvas for McMaster, who was most recently chief marketing and information officer at VenuesLive, which includes Sydney’s ANZ Stadium and the soon-to-be completed Optus Stadium in Perth. Among his achievements over this time were assisting with the winning bid to operate and deliver the Perth venue, developing customer-first strategies, and driving major event and tourism marketing, digital strategy and business systems delivery.

McMaster’s resume also includes senior leadership roles such as CEO of the Showbiz Group and Ticketek A/NZ, as well as general management roles with Village Roadshow, Hoyts and Pepsico International.

McMaster said it was a great privilege to be chosen to lead the world-class performing arts venues through development and construction through to full use.

“It’s been a long time since Sydney has seen a brand new, state-of-the-art theatre of this quality developed, and with major shows needing to bypass Sydney, due to theatre availability, there is a clear need for additional commercial theatre space,” he said. “Our goal with WSPAC is that it becomes a major part of this solution as the new centre of entertainment for Greater Western Sydney, and an iconic tourism destination for visitors from all over NSW and beyond.”

RHR Group CEO, Richard Errington, said McMaster was a strong asset to leading the new facility through its development, launch and ongoing operations.

“Not only does Craig have significant experience in leadership and many years of commercial experience in the wider entertainment industry, working with a variety of market leaders in all facets of the performing arts industry, he also shares our passion or the importance such an amenity will provide to the Western Sydney community,” he stated.

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