Dance promoter ID&T sets foot in Australia

Sensation show to debut Jan. 1 in Melbourne

MELBOURNE -- Amsterdam-based dance promoter ID&T is setting up offices in Sydney, Melbourne and Brisbane, Australia, this month, its managing director Duncan Stutterheim has told

"The dance scene in Australia is very healthy," Stutterheim said. "Some of the bands are better than those in Europe, and audiences are supportive of live events. True, there are probably too many dance festivals here, but ID&T is confident that the wow factor we have at our events will make us stand out."

ID&T tested the market by staging its Q-Dance festival in three cities in February. It will work with dance promoters Simon Coffey and Brad Drummond as local partners and plans as many as 14 shows in Australia by the end of 2009.

ID&T's Sensation, introduced in 2000 and held in 22 nations, will debut New Year's Day at Telstra Stadium in Melbourne, playing to a crowd of 45,000. Aside from DJs, the Sensation concept includes acrobats abseiling from the ceiling, carnival floats, fireworks, laser shows and a crowd wearing all white.

The Melbourne show will cost AUS$4.5 million ($2.95 million) to stage, Stutterheim said. He noted that 40,000 tickets have been sold; prices range from general admission, AUS$135 ($88.76), to AUS$7,500 ($4,931), which includes dinner-table service for 10.

The Trance Energy brand will be introduced during Easter weekend, with shows in Sydney, Melbourne, Perth and Brisbane playing to an estimated total audience of 45,000, Stutterheim added.

ID&T has expanded into Spain, Chile and Russia this year. The company generated 33 million euros ($41.8 million) in revenue in 2007 and expects to hit the 40 million euro ($50.7 million) mark this year, Stutterheim estimated.