The Shrine of Remembrance has signed a deal with a catering company to host cocktail parties and events in a move which has put some veterans offside.
Catering and events company Peter Rowland Group has secured a five-year contract with the Shrine to host private events ranging from corporate cocktail parties to business breakfasts, as well as annual general meetings.
This year, 40,000 Victorians gathered before dawn to commemorate Anzac Day at the Shrine of Remembrance.Credit: Joe Armao
This is the first commercial agreement of its kind for the Shrine, raising concerns among some veterans who feel the site’s sacred nature is being compromised.
Peter Rowland’s strategic partnerships general manager, Edwina Machado, said the events would provide people with a unique experience of the Shrine.
“The most important thing obviously is this is a partnership built on respecting the space and understanding that the Shrine of Remembrance is a very important monument to a great many people,” she said.
“It’s also ensuring that it’s not just somewhere where it’s thought of only a few times a year.”
The agreement will result in events hosted on the Shrine’s south lawn and inside the visitor centre, which can accommodate up to 400 guests.
Machado said no events would be held in any of the Shrine’s ceremonial spaces, and similar arrangements had been made at other significant sites including the National Gallery of Australia, and the War Memorial in Canberra.
For the Shrine, the contract is expected to generate a vital new revenue stream, helping to offset a significant operating deficit.
The Shrine posted a net operating loss of $4.14 million for 2023-24, up on $3.27 million the previous year. The contract with Peter Rowland offers a potential remedy to those financial challenges.
Peter Rowland Group is known for its fine-dining catering.Credit: Simon Schluter
Despite the Shrine’s official endorsement, not all veterans are happy with the decision. Aussie Veterans’ Association president Dave Menz said the agreement undermined the site’s purpose.
“Can’t they do this in a function centre, rather than at the Shrine? Why hold it at a sacred site?” he asked.
Menz said he believed the decision to commercialise the Shrine was made purely for financial gain.
“It all comes down to dollars, that’s what it is, nothing else,” he said.
“Why is the Shrine doing it, if not for money? They’re forgetting the veterans who served and still serve. They’re forgetting it’s a place of remembrance … and they’re selling out the veterans’ memories.
“They’re trampling over the dead.”
A spokesperson for the Shrine, however, defended the decision, and said that it had been approved by the Shrine’s Board of Trustees, half of whom are veterans themselves, including representatives from RSL Victoria and Legacy.
“The Shrine of Remembrance is committed to preserving the integrity of this sacred space while engaging the community in new and meaningful ways,” the spokesperson said.
The Shrine of Remembrance provides a place to grieve and remember Australians who have served in war.Credit: Joe Armao
The spokesperson said the Shrine would continue to have full control of the events calendar, and public and educational programs would be prioritised.
“The Shrine will always reserve the right to refuse any function that conflicts with its values, vision or purpose,” the spokesperson said.
Every year on Anzac Day, tens of thousands gather at the Shrine to honour the sacrifices of past and present servicemen and women.
RSL Victoria chief executive Sue Cattermole acknowledged that while veterans on the Shrine’s board were involved in the decision and supported it, there were also some veterans who were concerned.
“Broadly speaking, we support efforts to attract more people to the Shrine of Remembrance when efforts are aligned with the Shrine’s core purpose: to educate the public about the service and sacrifice of veterans and [to] strengthen its position as the focal point of Victoria’s veteran commemoration,” she said.
The Shrine has had an increase in visitors, with more than 600,000 people visiting the site in 2023-23 – a 16 per cent increase on the previous year. This includes nearly 50,000 students and 75,000 attendees at ceremonial events.
“More people visiting the Shrine and understanding past and present veterans’ service is a good thing,” Cattermole said.
“The important part, that we will seek to work with the Shrine on in an ongoing way, is that any private events held are respectful, appropriate and contribute to the education and commemoration process.”
Last month, Peter Rowland faced backlash from some veterans after it announced its “Dine at the Shrine” event which will be part of the 2025 Melbourne Food and Wine Festival featuring a three-course menu curated by Peter Rowland.
The event coincides with the Taste of Combat: The evolution of military food exhibition to be held at the Shrine, which will explore the history of feeding troops on the front lines.
The Shrine spokesperson said the event was nearly fully booked, and the publicity surrounding it had prompted positive, supportive feedback from veterans’ groups and the public.
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