Brief

Crown and Asahi open Birdcage marquees to public for Melbourne Cup week

The Victorian Racing Club is selling tickets for the Birdcage marquees as it seeks to offset a $7.2 million loss.

By Felo News Desk · Published Sat, 10 Oct 2026 05:58:21 GMT

The Victorian Racing Club (VRC) announced that Crown and Asahi will sell tickets for sections of the traditionally invitation‑only Birdcage marquees during Melbourne Cup week.

Crown’s Marmont restaurant will move into its marquee, offering ground‑floor and first‑floor tickets for $2,195 on Cup Day and $895 on Stakes Day. The top floor will remain invitation‑only for talent, media, members and VIP guests, according to a Crown spokeswoman.

Asahi will split its Birdcage marquee into a walk‑in bar on the lower level and a private space on the upper level. On Oaks and Stakes days the venue will operate as Club Asahi, with the VRC selling tickets at $1,595 each. Lauren Fildes, Asahi Beverages Marketing general manager, said the Asahi Super Dry Beer Garden will draw on modern Japanese hospitality and architecture.

Both Crown and Asahi packages include free‑flowing drinks, food and entertainment. The move follows the VRC’s $7.2 million loss last year, its fifth consecutive multimillion‑dollar deficit since 2021, prompting the club to seek corporate partnership revenue.

Last year the Birdcage’s lower ground floor hosted DJ Grant Smillie and chef Guillaume Brahimi for paying punters. This year the space will again be open to ticket‑holding attendees, providing a revenue stream to offset the high cost of securing a spot in the Birdcage.

Luxury brands such as Emirates, Myer, Lavazza, Penfolds, jeweller Kennedy and streaming service Paramount+ have recently withdrawn from Birdcage sponsorship, underscoring the financial pressure on the VRC.

Key facts

• Crown will sell Birdcage tickets for $2,195 on Cup Day and $895 on Stakes Day. (smh.com.au)
• Asahi will sell Club Asahi tickets for $1,595 on Oaks and Stakes days. (smh.com.au)
• The VRC posted a $7.2 million loss last year, its fifth consecutive multimillion‑dollar loss. (smh.com.au)
• Luxury brands Emirates, Myer, Lavazza, Penfolds, Kennedy and Paramount+ have withdrawn from Birdcage sponsorship. (smh.com.au)

Sources

• [1] smh.com.au — originally reported as “Melbourne Cup Carnival: What it will cost to score public access to the ‘invitation only’ Birdcage marquees”