Encore delivers for 10,000-pax Amway event in New Zealand

The ice rink in Queenstown was transformed for the gala event.

New Zealand recently welcomed 10,000 visitors from China in 12 waves over two months for the 2023 Amway China Leadership Seminar.

Held from October 9 to December 5, the event was produced by Encore Event Technologies APAC who delivered an extensive program of events and excursions including leadership sessions, cocktail receptions and 15 gala dinners with main show performances.

The huge event resulted in visitors filling 20,000 hotel nights in Queenstown and Auckland and delivering an estimated NZ$40 million into the economy. Auckland Convention Bureau and Queenstown Convention Bureau managed the pre-event activities including tourist activities to showcase each local area.

The final gala night dinner was staged 15 times throughout the period to visitor groups of approximately 600 per event. Held at the Viaduct Events Centre in Auckland and Queenstown Ice Arena, the galas took a year to plan.


A wide range of innovative technologies were used with panoramic scenes of New Zealand’s natural wonders played across a 3D-mapped 180-degree projection screen via 80 table projectors. More than 600 hours of custom motion design content was created across the two locations.

During meal service, the room underwent a dramatic transformation with lava projections oozing over the stage, creating an impressive backdrop for performers Strings of Fire, who combined pyrotechnics and acrobatic stunts to music.

“Encore’s successful involvement in Amway China’s Leadership Seminar demonstrates how far business events can go beyond mere logistics to leave a lasting impact on attendees,” said Scott Nodsle, Encore’s managing director of APAC.


Encore has a long history of delivering experiences for Amway, having devised similar trips for delegations from Taiwan, Vietnam, Hong Kong, South Korea and Russia over the past 18 years in addition to other events for international clients.

“Rewarding high performers beyond cash bonuses with an experience is invaluable,” Nodsle said.

“What’s more, colleagues having the time of their life with like minds is a proven motivator that enriches brand allegiance.”