A New Era in Wine Country: From Crowne Plaza to Rydges Resort Hunter Valley

The landscape of one of New South Wales’ most iconic destinations has officially shifted. Following a landmark management agreement, the property formerly known as the Crowne Plaza Hunter Valley has transitioned to Rydges Resort Hunter Valley. This change, which came into effect in May 2023, marks a significant turning point for the Lovedale-based resort and the broader Hunter Valley tourism sector.

For the audience of Reit Conferences, this transition is more than just a name change; it represents a strategic evolution of one of the region’s premier business and leisure hubs.

The History of the Transition

The rebranding is the result of a multi-year partnership between the property’s owner, Dr. Jerry Schwartz of the Schwartz Family Company (SFC), and EVT (Entertainment Group), the parent company of the Rydges brand.

The relationship between Dr. Schwartz and EVT spans nearly two decades, beginning in 2007. Rydges Resort Hunter Valley became the fifth property managed by EVT for SFC, joining other notable locations such as Rydges World Square Sydney and Rydges Sydney Central.

Before the switch, the resort was operated by IHG Hotels & Resorts under the Crowne Plaza banner. The move to EVT was driven by a desire for a “refreshingly local” approach that better aligned with Dr. Schwartz’s vision for the Hunter Valley as a world-class destination for “experiences” rather than just traditional accommodation.

Why the Change?

According to Dr. Schwartz and EVT leadership, the rebranding was motivated by several key factors:

• Strategic Alignment: EVT (which stands for Entertainment, Ventures, Travel) focuses heavily on the synergy between hospitality, entertainment, and food and beverage. This matched Dr. Schwartz’s aggressive investment in on-site attractions like the Sydney Brewery, the distillery, and the extensive family-friendly facilities.
• A “Tourism Recalibration”: Dr. Schwartz has been a vocal advocate for shifting the Hunter Valley’s identity away from its coal-mining history toward a future dominated by tourism and leisure. The Rydges brand, known for its “down-to-earth” and localized service, was seen as the perfect fit to lead this new era.
• Operational Expertise: EVT’s track record in managing large-scale conference and event venues was a deciding factor. As the home of the Hunter Valley Conference & Events Centre—the largest purpose-built conference facility in regional NSW—the property required a partner with deep expertise in the MICE (Meetings, Incentives, Conferences, and Exhibitions) market.

What’s New at Rydges Resort Hunter Valley?

The transition to Rydges has been accompanied by a wave of upgrades and a renewed focus on sustainability, making it an even more attractive venue for Reit Conferences attendees:

1. Sustainability Leadership: The resort is now home to a pioneering 5MW solar farm (with a second recently completed), making it one of the most energy-sustainable hospitality assets in the Southern Hemisphere. It also features 100% solar-heated water for the resort pools and a growing fleet of electric vehicle charging stations.
2. The “Electric Train” Experience: To transport guests across the sprawling estate, the resort introduced a fully enclosed, air-conditioned electric passenger train, replacing older petrol models.
3. Expanded Facilities: Beyond the 414 rooms and villas, the resort has added a new Ferris wheel, an 8-meter high water slide, and new equestrian facilities to complement the existing 18-hole championship golf course and Ubika Spa.
4. Local Flavor: The food and beverage offering has been refreshed to emphasize local Hunter Valley produce, anchored by the Lovedale Brewbar and the award-winning Redsalt Restaurant.

Looking Ahead

For event organizers and business travelers, Rydges Resort Hunter Valley remains the powerhouse of the region. The Hunter Valley Conference and Events Centre continues to offer 15 versatile conference rooms with the capacity to host up to 1,600 guests.

The change to Rydges signals a commitment to a more vibrant, experience-led stay. Whether you are visiting for a high-level REIT summit or a weekend retreat, the new management is focused on ensuring the venue isn’t just a place to sleep, but a destination in its own right.

To view the updated location and plan your next visit, check out our premium venue page here.