Home TypeNews East of England Arena partners with Monsoon to deliver Asian events

East of England Arena partners with Monsoon to deliver Asian events

by Nicola Macdonald

The East of England Arena and Events Centre (EEACC) has announced that Monsoon, the Asian event management specialist, is to market, manage and deliver all Asian events at the venue, coordinating events with the venue’s core business of exhibitions, festivals and conferences.

Monsoon joins its partner Amadeus in delivering services to the East of England Arena, and has a tested business model ready to activate on the venue’s behalf. Monsoon’s managing director, Pav Shergill, commented: “We’ve worked with Amadeus and NEC Group for four years, providing our events management experience, cultural insight and supplier knowledge to make alternative venues accessible to South Asian Events.”

Monsoon’s track record and experience allows it to tailor events to the requirements of many different cultures, ceremonial events and will even manage and coordinate the logistics for the events.

Shergill continued: “We identify and research demand for Asian events and work with venues to plan, risk assess and audit liability, and then take responsibility for coordinating and vetting all the suppliers, security provision and other services as required.”

“East of England Arena and Events Centre is well placed demographically, and has the facilities required to deliver a large event like an Asian wedding with 500 guests. The venue spaces themselves are versatile and neutral. With a predominantly regional customer base, the Arena’s ease of road access and plentiful free parking is an important advantage too,” concluded Shergill.

Dean Rees, EEAEC’s business development manager, said: “We became aware of Monsoon’s success with Asian events through our agreement with Amadeus, and it’s clear from Monsoon’s detailed analysis that there is a great potential in hosting Asian events at our venue. Monsoon has offered us the opportunity to flow new events around our core event calendar, and develop our Asian market offering overall.”

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