NAME: The PETRONAS Malaysian Grand Prix Fantasy Gala 2007
TYPE: Gala dinner and post-gala concert
VENUE: Kuala Lumpur Convention Centre (the grand ballroom for gala dinner and exhibition halls one and two for post-gala concert)
CLIENT: ALLSPORTS Services for Sepang International Circuit (SIC)
NO. ON ORGANISING TEAM: Twelve (12)
PAX: 650 attendees for gala dinner and 3500 for post-gala concert
BUDGET: Top secret
WHAT YOU DID: The much-anticipated PETRONAS Malaysian Grand Prix Fantasy Gala 2007 was attended by socialites, dignitaries, international and local personalities, F1 management team, team principals and of course, the F1 drivers when it was held during April this year. The occasion marked the second consecutive year the gala event has been held at the Kuala Lumpur Convention Centre.
Themed “Fantasy”, this year’s gala saw the grand ballroom transformed into a dark, glittery and enigmatic cavern of black, blue, grey and silver, complete with decorations of the mythical Pegasus. Entertainment for the night included a performance by an illusionist and a concert by multiple Grammy and American award-winning music group, Earth, Wind and Fire at exhibition hall one and two.
All proceeds from the night, including that generated from an auction conducted by Christie’s of London, were donated to a charity body (Yayasan Tuanku Nur Zahirah) headed by Malaysia’s queen, Raja Permaisuri Agong Tuanku Nur Zahirah to aid under-privileged communities in Terengganu, the home state of the current king of the country.
SPECIAL TOUCHES: A massive two-tier VIP lounge was erected complete with unlimited bar service where access was restricted to the gala dinner guests only at the exhibition hall one and two where royalty and A-listers were seen grooving the night away on the main floor, enjoying the concert by music group Earth, Wind and Fire.
CHALLENGES: The main challenge was to sell tables priced between US$10,000 and US$60,000, while raising as much as possible from the charity auction. Another challenge was to do something different and even better than the previous gala dinners in terms of décor and entertainment as the event attracts a number of repeat guests.
OVERCOMING CHALLENGES: In order to encourage table sales, the organisers of the event placed articles in premium lifestyle magazines two months prior to the event to create awareness. They also contacted previous table buyers as well as collaborated and leveraged on the race organiser’s (i.e. Sepang International Circuit) advertising campaigns and road shows. To make this year’s gala dinner different from the previous years, the organisers decided to do the concert as part of the after-party so that guests could mingle, dance and have a good time.
CLIENTS’ COMMENT: “Well done and good feedback received from everyone.” – Dato’ Mokhzani Mahathir, Chairman of Sepang International Circuit.
Event organisers also received feedback from the palace informing them that the king and queen had thoroughly enjoyed themselves at the gala. A number of guests also complimented on the innovative VIP Lounge concept to watch the concert as it really created a classy and exclusive environment.
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