1. WWW.CEI.ASIA24 CEI ASIA NOVEMBER/DECEMBER 2011
Case Study01
WWW.CEI.ASIA NOVEMBER/DECEMBER 2011 CEI ASIA 25
Case Study 02
Caterpillar’s evening ends
with a bang in Beijing
Convention side event takes over military fortress for
dinner, dancing and fireworks By Megan Gell
Kung FuAmartialartsperformancefrom
HistoricalTuanChengFortressisan
FirstMCIBeijingsecurestheFortressasabusinesseventvenueforthefirsttime
EntertainingDelegatesenjoyabuffetdinnerpreparedon-sitebyCulinaryCapers
CompetitiveNightlysponsoredsocialfunctionsaredesignedtoimpressdelegates
ConventionThemeetingssegmenttookplaceatChinaWorldHotel,Beijing
The brief
Caterpillar wanted to host an
off-site evening function for
delegates attending the
International Pipeline and
Offshore Companies
Association (IPLOCA)
Convention, of which it
was a sponsor.
The convention is a week-
long event with three days
of touring and activities,
two days of meetings, social
functions and competitive
sponsor events each evening.
Every year the nightly social
functions must be bigger,
grander and more exciting than
the year before. Convention
organiser MCI Beijing was also
appointed to organise
each of these functions. The
Caterpillar event needed to
include a dinner and party
with entertainment for
500 people.
Challenges
The annual IPLOCA
convention was being held in
Beijing for the first time, so
Caterpillar wanted a venue
that represented the city and
country’s history and culture.
Delegates were exposed to
Chinese culture earlier in the
week, with tours of major
landmarks such as the
Forbidden City, Tiananmen
Square and The Great Wall
as well as a local silk factory.
A Great Wall historian was
also invited to address the
group, and pre- and post-tours
to see the terracotta warriors
in Xian were well attended.
An essential requirement of
the Caterpillar evening was a
10-minute fireworks show.
Richard Rheindorf, managing
director, MCI Beijing, says: “As
per regulations, fireworks may
only be displayed outside of
Beijing’s fifth ring road, limiting
considerably the available
venues for such an event.
“After considering several
options, Tuan Cheng Fortress
was chosen as the best venue
because of its landmark status,
location and its historical and
cultural significance.”
Tuan Cheng Fortress was
built in 1749 as a military
compound for emperors of the
Qing dynasty to train and
inspect their troops.
“With its unique architectural
style combining city structure,
temple, tower and drill ground
into one, the venue offered a
number of possibilities for the
evening,” he says. “However
it has been never used as a
location for international
corporate or association
events before.”
Execution
MCI Beijing’s team worked
closely with local authorities,
venue and suppliers to set up
a memorable evening.
Delegates were transferred
by coach directly from the
convention at China World
Hotel, Beijing, to the Fortress.
“Upon arrival, guests were
greeted outside of the Fortress
with drinks and canapés
and were able to get a
glimpse of the spectacularly
lit Fortress walls and features,”
says Rheindorf.
VIPs were welcomed by
guards dressed in imperial
costumes and after a martial
arts performance on a platform
at the venue, guests were
invited inside the Fortress
itself, which was decorated
with flags and Chinese lanterns.
A live band performed during
the dinner.
“After a sumptuous buffet
dinner, guests were invited
onto the Fortress ramparts to
enjoy a 10-minute fireworks
show, followed by dancing until
the early hours.”
Catering was provided by
Culinary Capers, who also
catered another sponsor
event during the convention.
Canapés were prepared in
advance and temporary
kitchens were set-up at
the Fortress for the preparation
of the buffet dinner.
Comment
“Tuan Cheng fortress is a
very unusual venue and a
great choice for clients who
want to end the night with
the bang of fireworks,” says
Rheindorf. “We will definitely
propose it again, though
ideally for groups of up to
450 people.”
Factfile
Company Caterpillar
Organiser MCIBeijing
Venue TuanChengFortress
Delegates 500
Date September15
Timeline
December 2010 Request
received
February 2011 Proposal
April 2011 Client site
inspection
May 2011 Site selection
“Ithasnever
beenusedfor
international
corporateor
association
eventsbefore”
Richard
Rheindorf, MCI
OLLIGEIBELPHOTOGRAPHY
aplatformattheFortresswelcomedgueststothevenue
18thcenturymilitarycompoundbuiltforsoldiertrainingduringtheQingdynasty