Peter Sheppard has over 30 years of experience in senior management roles in major events, tourism attractions, and media networks. He has a proven track record of creating successful new projects and businesses, and turning around underperforming operations. Some of his accomplishments include establishing the Queensland Events Corporation, developing the iconic Southern Star observation wheel in Melbourne, and expanding Dreamworld theme park's attendance and profits substantially. Sheppard is renowned for his strategic vision, creative concepts, business acumen, and ability to lead large teams to commercial success.

1. Peter Sheppard Excellence In Leisure

3. Overview Peter Sheppard has highly developed business skills honed over 30 years in senior management roles within major international events, tourism attractions, venues, media networks, listed entities and marketing agencies. From concept creation, master planning, project implementation and construction to operational management, Peter has earned an impeccable reputation for outstanding creative and commercial outcomes. His axiom is to always add value to every assignment. Directing multidisciplinary teams, sometimes numbering up to 400 personnel, Peter has been responsible for a plethora of wide ranging projects and successful entrepreneurial businesses in both private and public sectors.

5. Key Attributes  Keen determination to enhance value and ROI. Financially astute and responsible. Ability to generate lateral commercial solutions. Focus on innovation and cost-effective outcomes. Highly experienced in the interpretation of qualitative and quantitative business tools. Keen market instinct and understanding of consumer behaviour and insight techniques. Specific expertise in new product development, positioning and branding. Strong communication skills and thought leadership. Strategic business planning acumen and negotiation skill. An agent of corporate change. Passionate, committed, dedicated and disciplined. Strong ethical position.  Team motivator and talent mentor. Inspirational and success driven. Skilled administrator with strong marketing focus. Experienced in concept, construct, start-up and operation.

7. Career Summary  Executive Director, Southern Star Management Group.  General Manager, Queensland Events Corporation. Deputy Commissioner & Chief Executive Officer, Queensland Participation World Expo Australia. Executive Director, Unitel Corporation. Group CEO, Black Ink/Young & Rubicam (Unitel). Executive Director, Star Broadcasting Network (Unitel). Chief Executive & Development Director, Australian Eco Park (Unitel). Director of Marketing, Sales & Entertainment, Dreamworld.  Director of Events, Gold Coast Indy Grand Prix.  Project & Events Director, Visit Malaysia Year 2007. Advertising & Marketing Advisor, Queensland Government.  Chief Executive, Gold Coast Franchise, National Basketball League. Managing Director, Darcy McManus Masius Benton & Bowles.

9. Former Boards & Committees  Queensland Events Corporation. JB Fairfax/Star Broadcasting Network.  Media Corporation Australia.  Darcy McManus Masius Benton & Bowles Australia. Leo Burnett Queensland.  Unitel Corporation. Green Concepts Australia. Committee of Brisbane. Griffith University Continuing Education & Training Committee. Queensland Government Multifunction Polis Committee. Queensland Day Committee. Queensland Tourism Strategy Committee.

11. Major Achievements  Creation and successful management of Queensland Events Corporation. Creation and operation of international award-winning Queensland Pavilion at World Expo 88. Establishment of record-breaking Gold Coast Indy Grand Prix. Successful bids for World Garden and Environmental Expo, Goodwill Games and other international hallmark events.  Development of Australia’s Southern Star observation wheel, the highest in the southern hemisphere. Expansion, management and financial turnaround of Dreamworld, to become Australia’s most popular theme park. Successful programming, marketing and management of 14-station Star Broadcasting Network. Concept development and implementation of international tourism campaigns including: “Queensland. Beautiful One Day - Perfect The Next”.

13. Major Achievements  Development and operation of Visit Malaysia Year 2007 key attractions and marketing campaigns for government of Malaysia. Establishment of Committee of Brisbane. Queensland Super Stadium feasibility committee. Consultation on themed attraction and destination marketing projects in United States, Malaysia, India, Indonesia, China, Middle East, Brunei and Singapore. Annual Queensland Day program development and management. Successful integration and administration of all marketing programs for state of Queensland.  Production of numerous high-rating live international TV sports, cultural and concert events.

15. Southern Star MelbourneExecutive Director (2007 – Present) Project Consultant (2003 – 2007)  Key operations, commercial and marketing consultant role since 2003. Second observation wheel in world after London Eye.  120-metre high iconic attraction. 21 air-conditioned, walk-around capsules.  30-minute flight experience with catering options . Forecast to be one of Australia’s most popular attractions. Peak capacity of 5+ million guests annually.  Fully integrated kitchen, function rooms, exhibition and entertainment spaces, restaurant and retail facilities.  Functions capacity 2,000+. Capital expenditure $100+ million. Sales revenues forecast in excess of $35 million pa. 120 staff members. Opened December 2008.

17. Tourism Malaysia Visit Malaysia Year Spectacular & Eye On Malaysia Project Director/Events Director (2006 – 2007)  Developed major iconic activities of Tourism Malaysia’s Visit Malaysia Year celebrating 50 years ofindependence. Concept creation, construction, management, commercial sales and marketing included. Complex contract negotiations and administration of significant budget.  Nightly multimedia spectacular throughout 2007.  Included largest transportable observation wheel in world. Largest regular water-screen, live on-water, laser and pyrotechnic spectacular in the world.  Live telecast launch to 11 Asian networks.  First three months achieved over three million visitors. Malaysia recorded a record 21 million international visitors in the year.

19. Legoland Malaysia Project Consultant (2006 – 2007)  Concurrent consultancy with Visit Malaysia Year. Negotiations on behalf of consortium including Malaysian Government and Tourism Malaysia to establish Asia’s first Legoland.  120-acre site identified in Malaysia’s new capital precinct, Putrajaya.  Master plan included Legoland hotel and family resort.  Proposed capital expenditure in excess of $200 million.  Surveys of potential sites completed. Exclusive Memorandum of Understanding negotiated between Legoland and Malaysian Government.

21. Waterfront City – Docklands Events & Entertainment Director (2004 – 2006)  Concurrent consultancy with Southern Star. Launched Australia’s most exciting entertainment precinct.  Jewel in the crown of Melbourne Docklands’ $10 billion re-development with a forecast 20 million visitors annually. Attractions produced included:  Waterfront Piazza entertainment program.  Volvo Ocean Race Australian Stopover.  Variety Walk Of Fame.  Yamaha International Expo.  Australian Film Institute Awards.  Melbourne Fashion Festival.  Commonwealth Games concert program.  The Leonardo Da Vinci Machines exhibition.  New Year’s Eve celebrations. Live telecasts, live concerts and aqua shows.  Corporate functions up to 6,000 guests.

23. Unitel Corporation Limited Executive Director (1996 – 2003)  Executive board position reporting directly to chairman and major shareholder.  ASX listed Brisbane based group with diverse interests in international radio networks, marketing agencies, IT, horticulture and tourism. High level government and business negotiations.  Supervisory and executive hands-on roles across all divisions.  Developed business plans, sales and marketing strategies and operational systems in conjunction with divisional general managers.  Highly entrepreneurial, nimble and financially successful corporation.Australian Eco Park Chief Executive & Development Director (1996 – 1999)  Unitel Corporation subsidiary ecotourism project.  Joint venture with Brisbane City Council, Office of Economic Development and Council of Aboriginal Elders. Proposed development budget $60 million.  Full site feasibilities, master plan, concepts and business plans completed.

25. Unitel Corporation Limited Executive Director (1996 – 2003) Star Broadcasting Network Executive Director (1996 – 2003) Concurrent Unitel subsidiary role.  Initial two stations (4BH & Mix 106.9) developed into 14-station network across three Australian states.  Strong focus on sales team structure and building higher performance. Negotiated radio and television partnerships in China, India and South Pacific nations.  Forged joint venture with J B Fairfax’s Rural Press Holdings.  Negotiated sale of 4BH for a record Australian AM radio station price. Black Ink/Young & Rubicam Group CEO (2000 – 2003)  Concurrent Unitel subsidiary role.  Supervised operations of specialist retail, tourism and property communications agencies in Sydney and Brisbane.  High profile national client roster including VOX Retail Group, Sunland, Mirvac, Devine, Raptis, Juniper, Lend Lease, Seymour and Ariadne.  Over 80 staff members.  Negotiated business terms and marketing strategies with key major clients.

27. Committee Of BrisbaneFoundation Board Member (1997 – 2000)Chair Tourism Sub-Committee (1997 – 2000)  Developed original concept and objectives for future marketing of Brisbane.  Liaised directly with Lord Mayor of Brisbane and Office of Economic Development.  Elite tourism, business and industry board members appointed.  Progressively consolidated the marketing focus of all major city stakeholders. Led to creation of Brisbane Marketing organization.

29. Queensland Events Corporation Board Member (1995 – 1998)General Manager (1988 – 1990)  Developed concept and contracted to establish and operate this state government-funded organization to maintain momentum of World Expo. Instrumental in attracting an international events portfolio valued in excess of $500 million annually. This included -  Gold Coast Indy Grand Prix. Bureau of International Expositions Garden Festival & Environmental Expo.  Time-Warner Goodwill Games.  World Masters Games.  World Figure Skating Championships. Rotary World Congress.  ITU Noosa Triathlon World Cup.  JAL Gold Coast Marathon.  Johnnie Walker Golf Classic.  FIA World Cup Australian Safari. Brisbane Biennial. Woodford Folk Festival.  Super Stadium Development.  PGA Championships.

31. DreamworldDirector of Sales & Marketing/Director of Entertainment (1993 – 1996)  Key management group role within Australia’s most dynamic theme park. Appointed by receivers and managers to develop turnaround strategy. Responsible for sales, marketing, promotions, entertainment and functions departments. Implemented innovative sales, marketing and guest experience strategies.  Highly effective products and promotions created for a plethora of sub-set markets both domestically and internationally and within MICE and special events sectors. Added substantial material value to this 85-hectare $200+ million Gold Coast attraction. Achievements included -  100% attendance growth to over 1.2 million annually.  Revenue growth of over 40% to $65+ million pa.  Net profit growth to over $10 million pa.  Major per capita expenditure increases in all business categories.  Dreamworld became one of world’s most successful independent parks.  Numerous international and Australian tourism awards.

33. Gold Coast NBL FranchiseChief Executive (1991 – 1992)  Appointed by ownership consortium to restructure The Rollers franchise. Previously franchise suffered significant financial losses.  New realistic business, venue management, marketing and sales plans developed. Implemented disciplined sales and marketing structures and financial responsibility across all departments. Within difficult conditions after two seasons the franchise turned a profit.  Significant increases in national media coverage, memberships, catering packages and venue rights achieved. Major improvements were achieved in ticket sales, special membership programs and sponsorship revenues.

35. Gold Coast Indy Grand Prix Director of Events (1990 – 1991)  Seconded from Queensland Events to win and manage Australian round of PPG Indy Car World Series. $30 million government-sponsored project. Supervised establishment of management, marketing, sponsorship sales and special events structures.  Over 200,000 attendance annually achieved.  Economic benefits and media coverage value $100+ million pa. Credited as ‘best new auto street race ever’.Support events included –  Celebrity Races.  International Concerts. Gala Celebrity Balls.  Pit Lane Entertainment and Ceremonies.  Aerial Displays and Australian First Pole Racing.  Off-shore Powerboat Racing.  Surf Carnival.  Miss Indy Pageant and Mardi Gras.  International Fashion Spectacular.

37. Queensland Participation World Expo Australia Deputy Commissioner & CEO (1985 – 1988)  Won contract to develop, construct and operate $40 million Queensland Pavilion at World Expo in Brisbane. Successfully achieved complex stakeholder reporting. Coordinated all contractors, concept and guest experience development.  Queensland Pavilion was the largest and became the most acclaimed exhibit at the World’s Fair.  Awarded ‘Best Pavilion at World Expo 88’.  Attracted 4.8 million public guests in 6 months.  Innovative and exclusive VIP functions centre welcomed over 50,000 business and government guests. Hosted all World Expo state receptions.  Queensland Pavilion was credited with generating over $700 million in investment for the state. Produced ‘Queensland Day Royal Gala Variety Concert’, the highest rating show telecast from World Expo 88.

39. Queensland Government Advertising & Marketing Advisor (1985 – 1990)  Concurrent Queensland Government contract role. Managed all Queensland Government’s major advertising and marketing activities.  Liaised directly with premier and cabinet ministers. Integrated high profile domestic and international campaigns for tourism, investment and World Expo.  Rationalized the state government’s roster of advertising and PR agencies.  Negotiated government contracts with major media proprietors.  Managed and coordinated the development of Queensland Government Master Media Buying Agency.

41. Darcy MacManus Masius Benton & Bowles Managing Director Queensland (1984 – 1985) General Manager Queensland (1979 – 1984)Media Director (1977 – 1984)  Australia’s second largest communications agency network.  Became Queensland’s most successful advertising and communications group. Appointed to national board in 1980.Clients included –  Queensland Tourism, Queensland Government, Queensland Newspapers, Universal Telecasters, Commonwealth Games, Suncorp, R.M.Gow, Pauls Dairy Products, Popper Juices and Peter’s Ice Creams.Queensland University Of Technology / College Of Advanced EducationPart-time Lecturer (1978 – 1982) Contribution to the professional development of advertising and communications industry. Weekly lecturing and mentoring roles at QUT, TAFE and College of Art.

43. Cast Members Numerous successful entertainment events have been produced by Peter Sheppard. The talent of many fine headline acts is acknowledged for the success of these shows including: John Denver.  Dionne Warwick.  Zsa Zsa Gabor.  Donny Osmond.  John Williams.  Barbara Carrera.  Jan-Michael Vincent.  Tony Curtis.  Leeza Gibbons.  Marcia Hines.  Keith Urban.  Leona Mitchell.  Barry Humphries.  Crowded House.  Vienna State Opera.  Wil Smith.

45. VIP Audiences Governments have entrusted Peter to host and entertain some of the world’s most discerning audiences. These have included:  Queen Elizabeth II and Prince Phillip of United Kingdom.  King Juan Carlos and Queen Sophia of Spain. King of Tonga.  Crown Princes of Thailand and Nepal.  Prince Andrew and Duchess of York.  Prince Edward.  Dukes and Duchesses of Gloucester and Kent.  President of Italy.  Vice President of Switzerland.  Governors-General of Australia, Papua New Guinea, Fiji, Vanuatu, Solomon Islands and Cook Islands.  Prime Ministers of Australia, New Zealand, Sri Lanka, Japan, Great Britain, Fiji, Italy, New Guinea and Malaysia.  Deputy Prime Ministers of Greece and Canada.  Governors of Alaska, California, Georgia, Hawaii, British Columbia and Saitama.

47. Leverage Peter is highly experienced and astute in maximizing commercial opportunities in terms of sponsorships, corporate partnerships, media coverage and supplier rights. This commercial leverage adds substantial value to projects and operational brands:  Media exposure and rights valued in excess of $200 million.  Sponsorship deals negotiated have benefited projects by more than $150 million.  Total leverage benefits well over $350 million.

49. Summary Peter Sheppard is renowned for high level business achievement. He is an energetic and creative professional who excels championing a vision, developing concepts, embracing stakeholders, building brand franchise and producing sustainable financial results. Creating and mentoring talented teams to achieve required commercial outcomes is always his joy. Delivering the full creative gamut from lateral ideas to practical executions, Peter produces the business plans and tested operational management systems required for sustained commercial success, optimized brand equity and enhanced shareholder value. Peter is both strategic and hands-on with persuasive management skills, significant marketing breadth, exceptional business acumen, extensive networks and a solid reputation for success. The calibre of his advocacy and presentation abilities is rated very highly in engaging audiences from international boardrooms to media conferences and local public forums.

50. Peter Sheppard +61 (0) 438 038 124 peter@creativealliance.net.au