A bartender breathing fire at a flair bar under a Cocktails and Dreams neon sign at the AllCargo evening

Case study

A customer networking evening for AllCargo on the lawns of Mahalaxmi Race Course

ICE India turned the race course lawns into seven zones, one per continent, for around 200 AllCargo customers, with the permits, tenting and power that an outdoor event in Mumbai requires.

By ICE India · Updated

Client
AllCargo
Event
Outdoor themed customer networking event
When
One evening, around 3.5 hours
Where
Mahalaxmi Race Course, Mumbai
  • 7zones, one per continent, each with its own food and decor
  • 200customers invited
  • 45 minstand-up comedy set

The brief

AllCargo moves cargo across continents, and wanted a customer evening that made guests feel that reach rather than read about it. A cocktail, dinner and speeches format would have looked like every other B2B evening. The brief was a theme that represented a company with a worldwide network, carried through food, decor, entertainment and staff.

The venue made it harder. The lawns of Mahalaxmi Race Course give open sky and space, but everything has to be built: tenting, staging, lighting, power and flooring, with permissions and noise rules to match. It was a logistics problem in the middle of an event for a logistics company.

A seven-continents theme is easy to announce and hard to carry off well. Each continent needed food and decor that felt authentic, not a generic international style.

What ICE India delivered

  • Seven zones, one per continent

    Asia, Africa, Europe, North America, South America, Australia and Antarctica, each with its own cuisine, decor, staff attire and activity.

  • Comedy centrepiece

    A 45-minute stand-up set by Vikram Sathye, timed for mid-evening.

  • Outdoor build

    Weatherproof tenting over every station, lighting, a staged comedy area, portable flooring and generators set away from guests.

  • Permissions

    Venue agreement, police, fire, entertainment, liquor, food safety and generator permits, started months ahead.

  • Guest journey

    A world-map welcome desk and a passport stamped at each station.

  • Guest logistics

    Parking coordination for more than 200 vehicles, signage between zones and restrooms sized for the guest list.

The seven stations

Each zone had food from the continent, decor and staff attire to match, and something to watch.

Asia served Indian chaat, Japanese sushi, Thai starters and Chinese dim sum among textiles and lanterns. Africa drew on North African and Sub-Saharan dishes, including Moroccan tagine, South African bobotie and Ethiopian injera, with a belly dancer performing at intervals. Europe offered Italian pasta, French cheeses, Spanish tapas and German sausages under string lights.

North America had American barbecue, Mexican tacos and a Canadian poutine variation, and a Las Vegas-style flair bar where bartenders tossed bottles while mixing. South America served Brazilian churrasco, Argentinian empanadas and Peruvian ceviche to Latin music. Australia leaned on seafood, grilled prawns and meat pies in beach and outback decor. Antarctica was an ice-themed bar with frozen cocktails, ice sculptures and cold blue light.

The desi theka

A brick-wall bar decorated with Bollywood film posters, with staff serving behind the counter under a tent canopy

Beyond the continents, ICE India added a desi theka, a deliberately rough Indian roadside liquor shop with wooden crates, rustic decor and simple seating. After the global menus, guests could have familiar street-style drinks and snacks. Executives in business wear sitting on crates became one of the things guests mentioned most.

The comedy set

Vikram Sathye performed for 45 minutes in the middle of the evening, after guests had explored the stations and before the night wound down. His set drew on business life, Mumbai and everyday observation, and kept clear of anything unsuitable for a corporate audience. When it ended, guests had shared jokes to refer back to, and conversations picked up again.

The passport

Guests collected a passport at the welcome desk, which was dressed with a world map, and had it stamped at each continent station. It encouraged guests to visit every zone, not only the cuisines they knew, so that they met more people.

Building and permitting an outdoor venue

The infrastructure included weatherproof tenting over all stations, lighting that carried the evening into dark, staging with quality audio for the comedy, portable flooring to protect the grass and keep guests comfortable, industrial generators placed away from guests, restrooms for the guest numbers, parking coordination for more than 200 vehicles, and signage between zones.

The permissions covered the venue agreement with the race course authority, Mumbai Police permission for crowd management, fire clearance for temporary structures and cooking, entertainment licences for performers and amplified music, a liquor licence, food safety permits for each cuisine station, generator permission, and insurance for liability and weather. The process began months before the event.

What made it work

A theme that was the business
Seven continents showed AllCargo's network instead of describing it.
Movement built in
Stations meant guests circulated and met different people, unlike a seated dinner.
Entertainment woven through
The belly dancer, flair bar and comedy were found while moving around, not scheduled as separate blocks.
Respect for each culture
Cuisine came from specialists, decor referred to real traditions and staff were briefed on representation.

Guest arrivals and movement at an evening like this fall under event logistics.

Questions this event answers

When should permitting start for an outdoor event on the race course lawns?

Months ahead, because several approvals depend on one another and a missed one can stop the event. The full checklist is in licences for a corporate event in Mumbai.

How do you handle weather at an outdoor customer event?

Cover every station with weatherproof tenting, lay portable flooring, and carry insurance for weather-related loss. The AllCargo evening also needed lighting and power planned for a lawn after dark.

Why use stations rather than a seated dinner for networking?

Guests have to move between stations, so they meet different people and have things to talk about. A seated dinner limits conversation to the people at the same table.

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Services used: Corporate Experiences & Events ·