AV Case Study: Crowne Plaza Adelaide Mawson Lakes
Corporate Initiatives’ premium AV design elevates suburban hotel’s business offering.
26 February 2026
The Pelligra Group, in partnership with ONE7 and IHG Hotels & Resorts, has developed the Crowne Plaza Adelaide Mawson Lakes. It’s a savvy move. There’s nothing like it in the north of Adelaide and it’s strategically placed in among a cluster of heavy-hitter defence contractors. So we’re talking about a steady stream of white collar travellers who are after a super-comfortable hotel with options to unwind and connect. As one of the original business traveller hotel brands, this is the Crowne Plaza promise worldwide.
As a hotel that means business, Crowne Plaza Adelaide Mawson Lakes elevated its function and events offering. More than a blank canvas for an AV provider to respond to client requests, the hotel is almost entirely self sufficient – able to handle all but the most complex requirements in house with non-technical staff.
The 442sqm ballroom is an impressive events space. Dropdown screens and high-brightness Epson projection combine with JBL Control 18C/T in-ceiling speakers in ballroom mode. Q-SYS control allows staff to divide the technology into three individual rooms, featuring Aurora LED in each, and a Sennheiser TCC2 for hybrid meetings in the second space.
SHOWING SOME INITIATIVES
Corporate Initiatives handled the AV design and integration. A significant part of the package was a comprehensive background music system.
“Music is critical,” emphasises General Manager, Faisal Sayed. “A good sound system is fundamental to shaping a positive guest experience. It creates an emotional connection, sets the tone, energy, and mood. It helps deliver our brand promise of an elevated experience. Commercially, it activates areas effectively, supports seamless conferencing, and reinforces the brand.”
A comprehensive JBL Professional audio package takes care of all the public spaces, including the Shoalhaven Ballroom. Gayan Dias, Strategic Relationships Manager at Corporate Initiatives, explains the decision. “We’re working with the IHG Group on standardising its audio visual offering, including the audio and BGM systems. JBL is a good fit. The catalogue is extensive – there are a host of options indoor and out – while the companion Crown amplifiers help us offer all the zoning sophistication we could possibly need.”
The public areas include the reception/lobby, bar, restaurant, balcony, atrium, elevators, toilets, and gymnasium. There are some 80+ loudspeakers in total.
Faisal Sayed describes the high level of granular attention placed on the background music: “We have playlists tailored to areas. The bar will be more upbeat, the restaurant more refined, for example. And these change across the day. The technology allows for a centralised, seamless execution – different zones, different vibes.
“Volume is key. Every area is different – some have high ceilings, others are outdoor, for example. We fine tune the system over weeks and months to land on the exact right levels. It’s one of our priorities – fundamental to the guest experience.”
The restaurant feature JBL Control 65 P/T pendant loudspeakers powered by Crown amplification.
The impressive 14m-high atrium takes on a pre-function role. JBL SLP15/T two-way surfacemount loudspeakers handle the audio.
EVENTS BRIDGE DIVIDE
The function and events offering is a cut above. Corporate Initiatives made a strong case for a properly divisible 442sqm ballroom and events space. GM, Faisal Sayed, took that proposal to the owners who saw the wisdom in investing in a next-level offering.
The Shoalhaven Ballroom can be divided into three standalone function spaces. As one space there are large dropdown motorised screens at each end with high-brightness Epson projectors. When divided, each space is properly equipped with an Aurora 165-inch LED display, JBL audio, ClickShare content collaboration, a lectern and more. The middle space also features hybrid meeting capabilities with a Sennheiser TCC2 ceiling microphone. It’s all integrated into the space.
Amy Davies, the hotel’s Director of Marketing & Sales, gets to sell the space:
“Most of the bookings’ tech requirements will be modest – a microphone, a lectern and a place to plug in a laptop – but again, they’re impressive spaces that don’t require AV staff or extra gear.”
Q-SYS control provides the grunt to do the room combining and (along with Corporate Initiatives’ programming) can take a good part of the credit for the simplicity of operation.
The multi-purpose lobby area scores JBL Control 16-CT in-ceiling loudspeakers for BGM.
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Technology supports the experience, it doesn't dominate it
SUPPORTING THE EXPERIENCE
Crowne Plaza Adelaide Mawson Lakes is now over a year old and finding its groove. Sure, the business travellers are the lifeblood but there are more rich seams to be mined – sports groups, grey nomads, and plenty more. They all respond to the hotel’s deep desire to connect, providing touchpoints for guests to socialise. The technology is the facilitator. GM, Faisal Sayed, elaborates: “We wanted state-of-the-art tech that’s seamless and easy to use – no endless training sessions required. The integration means you can quickly explain it to a newbie. Technology supports the experience, it doesn’t dominate it.”
Corporate Initiatives: thecigroup.com.au
MadisonAV (JBL, Crown): madisonav.com.au
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