Simon Baggs

Image module

Simon Baggs

CEO, Lateral Event Management

PRESENTATION TOPIC: L’Étape Australia by le Tour de France.
Winner – 2017 MEA Public Event of the Year and 2017 MEA Regional Event of the Year – Challenges, Critical Reflections, Successes and Tips presented with Florent Malézieux


CONFERENCE TRACK: Best Practice Case Studies

Simon Baggs did not follow a very traditional career path. Simon trained as a hotelier with a cunning plan to travel around the world and find work wherever he went. The realities of him fare-welling travelers from his hotel made him change direction to adventure travel with World Expeditions in both Denmark and Australia. This wonderful Himalayan infused existence was replaced with another change of direction as Simon entered the heady world of finance and tourism business investment.

A fourth change – Director of Marketing of Destination NSW – before being head hunted by the ATP World Tour, the worldwide governing body of men’s tennis working across the commercial aspects of the world tour. If he started out wanting to travel he certainly achieved that at the ATP.

In 1996 Simon founded Lateral Event Management which today has offices in Sydney and Melbourne and subsidiary companies in New Zealand, Singapore, Hong Kong and the UK.

Lateral has three main areas of business, upscale corporate event management, writing shows with globally respected personalities such as Sir David Attenborough and owning and managing L’Étape Australia by le Tour de France, a mass participation cycle race held in the NSW Snowy Mountains.

Session Overview

We wanted to create, own and manage a major annual event. Hear how we went from this simple desire to identifying a gap in the market place, partnering with the Tour de France, SBS and DNSW and establishing the largest Tour de France event to take place outside France. L’Étape Australia is now Australia’s premium amateur mass participation race, with an event workforce of 450 with an international reputation.

Three key takeaways from Simon & Florent’s presentation

  • How to create events from nothing more than a desire to do so.
  • An insight into disrupting the event market for the greater good.
  • How to analyse your strengths and turn them into new business opportunities.

Other Concurrent Speakers