A special events proposal that was created for my university Special Events Management Course. This project took a lot of attention to detail, research, creativity and planning. Received the top mark in the class, from a professor with industry experience and is known for high standards of work. The outline of this project was to choose a non-for-profit organisation and propose a gala that would raise funds for their cause, all hypothetically. The decor, food, entertainment, venue and other aspects must be researched and included. The theme chosen also must rationalise a theme for all the aspects of the gala. The theme "Elven Woodland Gala" is based of of J.R.R. Tolkien's world of middle earth, and his deep history of the Elvish race. We chose the Elves to represent our "client", The Nature Conservancy of Canada. We saw that the culture of the Elves aligned with the culture of organisation. We (my project partner and I) decided to focus on the overall culture of the Elves and not just the story of "The Hobbit" or "The Lord of the Rings". We delved deep into the elvish food, language, clothing and music (Tolkien left us a plethora of information on the Elvish). We made the theme realistic but also still rooted in fantasy.

1. Proposal for Nature Conservancy Canada's annual Fundraising event:
Elvish Woodland Gala
by "Miracle Events" Ltd.
Should you wish to produce the ideas and concepts included in this proposal without retaining "Miracle Events",
Ltd. a design consultation fee will be required.
Join us in
the
woods!

2. Table of Contents
Executive Summary.......................................................................................................................................................... 2
Vision Statement ............................................................................................................................................................... 3
Sponsorship ....................................................................................................................................................................... 3
Theme................................................................................................................................................................................. 5
Venue.................................................................................................................................................................................. 5
Capacity calculations.................................................................................................................................................... 6
Marketing .......................................................................................................................................................................... 6
Décor………………………………………………………..…………………………………………………………... .8
Food & Bev ...................................................................................................................................................................... 10
Entertainment ................................................................................................................................................................. 12
Budget………………………………………………………………………………………………………..………….14
References........................................................................................................................................................................ 15
Appendix.......................................................................................................................................................................... 16
Appendix A - Evergreen Brick Works Territory..................................................................................................... 16
Appendix B - Koerner Gardens and Holcim Gallery.............................................................................................. 17
Appendix C - Capacity chart ..................................................................................................................................... 18
Appendix D - Marketing timeline.............................................................................................................................................19
Appendix E – Save the Date......................................................................................................................................................20
Appendix G – Entrance (Pictures, Concept Art).....................................................................................................................21
Appendix H – Reception (Pictures, Concept Art, Floor Plan)...............................................................................................22
Appendix I- Dinner (Pictures, Concept Art, Floor Plan)........................................................................................................24
Appendix J – After Party (Pictures, Concept Art, Floor Plan) .............................................................................................26
Appendix K - Dinner Menu Card...........................................................................................................................................28
Appendix L – Bar Menu Card..................................................................................................................................................29
Appendix M – MC and Guest Speaker ....................................................................................................................................30
Appendix N – Student Title Page..............................................................................................................................................31
Appendix O - Assignment 1.......................................................................................................................................................32
L

3. e nathlam hí
Come to Middle Earth, a land where men, dwarfs, hobbits and wizards dwell. Deep within the regions of Middle Earth, travel into the
forest of Loth Lorien to meet an immortal people whose life revolves around Mother Nature. The Elves! The Elves of Middle Earth
invite you to a Gala of ethereal splendour, and timeless class, celebrating the unending beauty of nature.
The Nature Conservancy Canada Gala will host an elegant fundraising gala, to raise awareness for their efforts in nature and wild life
conservation. Miracle Events will host this auspicious event on Saturday, September 3rd
, 2016 at Evergreen Brickworks in Koerner Gardens
and the Holcim gallery, located in Toronto’s Don Valley. It was meant to be….The Brickworks is a beautiful venue with strong character and
is a GREEN oasis and place where and urban environment is embraced and improved to create a more sustainable city and healthier
planet…what a better place for NCC to host this magical event…and there is no better place to transform into a Elven Woodland Gala!
As you step out of your car, toss your keys over to an elf valet to park it for you, don’t worry they won’t drop it, elves never miss!
Just as you get out of your car, step up to a simple, rustic but beautiful table with moss dripping off the edges, where two more elves will
register you for the event. “Le nathlam hi!!!!” 2 Elven guards garbed in beautiful and elaborate armour greet you, “we welcome you”, in
the Elven tongue. The 2 guards are standing in front of a beautiful white wrought iron gate, with intricate scrolling, swirls and the likeness of
trees and vines that wrap around the pillars and meeting in the centre. You are entranced by its beauty and intrigued to what could possibly be
beyond the gate...what magical world could possibly be awaiting your arrival?
Slip through the gate and find out! As you enter the south entrance of Koerner Gardens, you will see you have been planted smack dab in the
middle of mystical scene of a J.R.R Tolkien novel. A bright dreamlike land is before you. Delicate white lanterns hang from perfect trees
around the garden, and cast a warm fairy like glow. Looking up! What do your “elf” eyes see?! More lanterns are suspended in mid-air,
unless your eyes are cheated by some spell! Oh what was that? While you were just caught off guard by the floating lanterns how could you
have almost missed the daring display of “daring” 3 aerial ribbon dancers, from Ariel Dance Cirque Company, commit feats of beautiful peril
hanging from the rafters in the centre of the garden, all dressed in white. Grab a sparkling glass of Glowfire, the specialty drink of the Elves,
served in an elegant hand painted Champaign flute. While enjoying the sweet taste of your drink, listen to the cheerful Elvish melody of the
flute, lyre, mandolin and lute, performed by the Toronto Consort Company. Still thirsty? Head over to the open bar and order a glass of
Elverquist, believe us, you won’t be disappointed! Come over to the succulent display of wild berries and fruits with an assortment of
Canadian cheeses, set up on a reclaimed harvest table. Sip and view all the displays of sponsors set up in the north of the garden, get to know
some of their representatives, they have so much to tell you and they may share their story as to how they made it to Middle Earth. Stroll
through the paths, and weave through the trees. Walk under the lovely arches that are wonderfully constructed of twisted branches and vines,
decorated with florals and moss. Take a seat in the lounge. The SEATS!!! There are wonderfully made. Like the arches, it seems that branches
vines and twigs merged to create sofas and chairs that look both enchanted and natural at the same time…and oh my they are comfortable!
Some Elves are passing by; they’re serving Rothe pies and Lembas bread, specialty Elven bread where one small bite will fill the stomach of
a grown man.
Your dinner awaits you in the Holcim gallery….WAIT!!!!! This isn’t the Holcim gallery! Where are we? It seems like we
stepped into a dream! A thick, green, LUSH forest surrounds you. Trees surround you! Large trees. Stout trees. Tall trees. You been
transported! Dark and light green lights add to the fairy tale. As you walk to your table, you immediately notice the imperfect magnificence of
the table. Each table is cut from unique fallen trees, and are left with the live edge, knots and holes to add to it’s character. No two are alike!
Upon each table a table lamp, constructed of winding twigs is centre table giving off a soft yellow glow. Around the tabletop, moss, leaves and
small vines are strewn, as if they grew there naturally. Each place setting is set with a glass charger plate with gold trim, olive green napkin,
gold utensils, and specialty bone china. Look it’s your name!!! A place card with golden calligraphy with your name in both English and Elvish
sits on your plate. A menu card in Elvish fashion, is upon your table. What does it say is for dinner? Well it seems as if Chef Brad Long, a man
who is a huge believer in sustainable eating, out did himself tonight! Mirkwood soup! Rivendale Salad! Silvan Butternut Squash! That’s not
it….the main entrée includes options of Elrond’s fresh salmon, Thranduil’s rotisserie wild Partridge, and Arwen’s stuffed large Portobello
mushroom! All with sides such as Dula Potatos (you LOVE dula potatos!), and Hurin’s Wild Blueberry Corn Succotash. YUM! CAN IT GET
ANY BETTER? Yes! The Lady Galadriel recommended her Trio of mixed wild berry chocolate soufflé with whipped cream, apple crisp with
vanilla homemade ice cream and maple creme brûlée.
While you enjoy dinner, enjoy the show and let Measha Brueggergosman, an Canadian opera singer and conservation activist, host
you for the evening. Guest speakers Nathalie Pratte, Chair of the Board of Directors at NCC, & John Loads, President and CEO of NCC, will
take you on a journey of some of the successes and struggles of NCC over the years! In between inspiring stories, let soprano soloist Michele
DeBoer sing a few ballads, or poet Dwayne Moragan recite a spoken word, he may even speak a few lines in the colourful Elvish language.
The end of dinner will be a delight with contemporary dancers from the Canadian Contemporary Dance Theatre performing two original
numbers.
IT’S TIME FOR FUN AND MERRIMENT! The After party will be held back in Koerner Gardens. Let the DJ, from Absolute Sounds, or the
live band Chicken and Waffles, take you away to the wooden dance floor, made of reclaimed wood. Dance until you can’t dance…then dance
some more. You must be hungry. Head over to the buffet and enjoy some Tata bison sliders, or some of the honey cakes. Or you could walk
over to the live cooking stations and have a specialty personalized pizza made for you! What’s food without a drink? The open bar is open
again! This time we suggest you try the Saerloonian. If you take a stroll, you will notice an artist creating a beautiful painting of an Elven
like fantasy live. Next head over to the lounge and rest your feet for a bit, but not too long the night is almost over and you should dance some
more.
ALAS, the night has drawn nigh. It’s time to go home. Please take a token of our thanks. They’re called seed bombs. You can throw
them anywhere and they sprout new life! When you remember this night, it may all seem like some wonderful dream far from reality. Yet you
will know deep down, that you had one special night at an ELVISH WOODLAND GALA!

4. Vision Statement
Nature Conservancy Canada was founded in the early 1960s
when group a of naturalists decided to take action to protect natural
spaces and promote conservation. Over the next 50 years they have
turned into Canada’s largest private land conservation organization,
saving 2.7 million acres across the country (1). NCC’s mission is to lead
innovate and use creativity in the conservation of Canada's natural heritage. They are looking for new ways for
Canadians to experience and connect with the wonders of nature. As NCC is a non-profit organization, they encourage
people to engage with their work in several ways like donating money or land, volunteering, rising awareness of their
work within the community as well as participating in their fundraising activities.
The 6th annual NCC fundraising gala will be organized under the topic "Elven Woodland Gala”. The
Fundraising Gala will be organized Saturday, September 3rd
, 2016 to enjoy fleeting summer breeze and get a thrill out
of this unique experience of forest sneaking into urban environment. The overall goal of the event is to raise awareness
about urban expansion and the loss of natural lands in Canada. There are 5 objectives for this event: (#1) Sell 300
tickets, (#2) Attract 5 sponsors, (#3) Raise $5,000 in silent auction, (#4) Raise $10,000 in live auction, and (#5) Attract
100 people to volunteering program
Sponsorship
All potential sponsors can choose one of three sponsoring levels - Silver, Gold or Platinum. Every package
includes the same benefits with difference in size, length or amount. Each of the sponsors would receive exposure
through having hyperlinks to their webpage on the event's webpage, and their logo will appear on the pre-event
distribution materials. Furthermore, each sponsor would receive advertising time during the event and their company's
logo would appear on the projection screen. Different other company's display methods during event would be
available. Also each company would receive tickets to the event and Gold and Platinum members could add some of
their promotion items in the "Thank You bag" that will be given to each of the guests at the end of the event.
Silver Gold Platinum
Hyperlink in official NCC and Event
Webpage
1 month before the event and
3 months after
2 months before the event and 6
month after
3 months before the event and 1
year after
Logo at pre-event distribution
materials
Small (2x5cm) Medium (5x7cm) Large (10x15 cm)
Logo displayed on the screen during
event
Every 20 min, for 30
seconds
Every 5 min for 30 seconds Throughout the event, when
screens are not used
Other Display During the event n/a Poster, stand, and rep Poster, booth display and live
representative
Advertising time on the screen
during event
30 seconds 1 minute 3 minutes
Tickets to the Gala 2 4 8 people (whole table)
After event - Thank you bag
promotional materials
None 1 items up to 3 items

5. For this event we would like to approach several companies offering sponsorship agreements. Our target three
would be Foxy Originals, Air New Zealand and RBC .
Foxy Originals (2) is a jewellery company that combines vibrant and
playful designed with affordable prices. Foxy is committed to work in a
responsible and environment friendly manner, by not only recycling their waste,
but also reusing their unsold jewellery materials to produce new items. The
company takes on a deep commitment to create greener future by manufacturing
locally, and decreasing pollution created from shipping and they use lead free
materials and water based sprays instead of toxic solvents during production. Therefore we believe Foxy would be
interested in sponsoring this event. Foxy has participated in sponsorship for other events like "Earth Day Canada",
"Rethink Brest Cancer" and "Toronto Women's Run" by designing unique pins, necklaces, bracelets, key chains and
other items for different charities. In case of successful cooperation, we hope to get different jewellery items designed
especially for this event to be used in a silent auction.
For our Live Auction item we would like to auction a trip to New Zealand sponsored by Air New Zealand. Air
New Zealand’s main objectives are to promote New Zealand, its people, culture and
business and be the airline of choice when travelling to, from and within New
Zealand (3). New Zealand is the epicentre of
Middle Earth and the land of the elves. New
Zealand uses “Elvish” teams to promote their
country for tourists oversee, and this would be an amazing opportunity for Air New Zealand to promote themselves in
Toronto. The company was founded in 1940 and throughout their existence they have showed great care for the
environment, and ensuring the nation's clean and green image is maintained around the world. They are currently
sponsoring a project for conservation involving more than 100 acres that includes a native reforestation project and
pastoral tree planting. Therefore we believe they would be interested in cooperation with NCC.
The Royal Bank of Canada was established in 1860. Over the years they have
invested in the future by delivering quality products, creating jobs, protecting the
environment, respecting diversity and making a difference in the communities that
we serve (4). RBC believes that banks have significant impact on people, communities and countries. They have
indicated that environment is one of the issues they are particularly interested in, focusing on sustainable communities.
RBC believes that "new building standards, effective growth management, land-use planning and energy mapping are
required for a thriving, sustainable future. And their role is to lead by example and encourage this shift". RBC regularly
help communities around the world by funding deferent initiatives like “Blue Water Project", "Learn To Play project".
In 2013 they donated $7 million to environmental charities; therefore we believe they would be interested to become
financial sponsors of this event.

6. Theme
The theme for this event will be “Elven Woodland Gala”. The theme takes inspiration from
JRR Tolkien who wrote some of the most beloved books “The Hobbit” and “The Lord of The
Rings” series. Within his books Tolkien created a whole world with histories and cultures of all
its people groups. The Elves take a huge part of these books and have a rich culture and way
of life. The Elves of Tolkien world are known to be naturalist and conservationist, they respect
the earth and its elements and generally their life revolves around nature and living in harmony
with it.
For the Nature Conservancy of Canada we wanted to showcase Canadian culture, but
bring a touch of fantasy and magic to the event. Many say nature is magical on its own, we think out
Elvish gala personifies that magic and brings it to life.
Venue
This event will be held in remarkable site of Evergreen Brick Works, a place where urban a environment is
embraced and improved to create a more sustainable city and healthier planet. These deteriorating heritage buildings
have been transformed to globally recognized showcase of green designed. The idea
behind the Evergreen Brickworks ties in well with the
views of the NCC and their beliefs of nature conservation. Brick
Works is run by social enterprise Evergreen, which is a not-for-
profit organization that "helps Canadians live, work and play
sustainably since 1991" (5). Furthermore, all the earnings from
the venue rental go to support projects to create greener, more sustainable cities.
Brickworks is located in the middle of Chorly Park at the riverside of Don River. Location is easily accessible
by car for all - suppliers, organizers, and guests. It is only 15 min drive from downtown and has a spacious parking lot
(Appendix A). It is also reachable by public transportation, which would take a little bit over half an hour to get from
Downtown.
Evergreen Brick Works offer several spaces. The reception will be held in Koerner Gardens (Appendix B). It is
an open space area with unique ceiling structure that will be incorporated into decorations, to achieve the feeling of
being into the forest. Open ceiling and view to the blue sky will make magical atmosphere for the guests. To get access
to this place, guest will cross the Tiffany Commons - a little park in front of the entrance that will give them the feeling
of being closer to the nature.

7. The Dinner will be held in the place that is directly connected to the
Koerner Gardens - Holcim gallery (Appendix B). For the effect of surprise, there
will be a temporary wall dividing them. This wall will be taken down only after
the reception especially for the dinner.
The after party will be held in the Koerner Gardens where decorations and
furniture will be adjusted while people will enjoy dining. During the after party,
people will have access to their dinner tables and Holcim gallery to sit down and
take a rest.
Capacity calculations
For the capacity calculation we used given information from venue (Appendix C) and incorporated our ideas of
decorations and other event elements to understand which would be the best number of attendees. Even tough Koerner
Gardens capacity would hold up to 352 people; based on the features of the space (like plant islands throughout the
space) we would suggest 200 guests for the maximum capacity without feeling overcrowded.
Space
Square
footage
# of people
(capacity
for
reception)
# of people
(capacity
for
banquet)
# of rounds
(capacity
for
banquet)
Stage (-
8%)
Bar (-
8%)
Decor (-
12%)
Dance
floor (-
12%)
Total
# of
rounds
Total # of
people
Koerner
Gardens
5,500 590
-48 -48 -71 -71 352
Holcim Gallery 5,500 350 350/10=35 -3 -3 -4 25 25*8= 200
Marketing
Our main target industries for this event are large companies with interest in sustainability like food industries
“Loblaws”, mining company "Barrick" and clothing company "Canada Goose". All these companies understand the
importance of the environmental issues like nature conservation and incorporate green strategies in their businesses.
Loblaws mission includes respecting the Environment and
making a positive difference in their community, therefore they might be
interested in this fundraiser, as it covers their beliefs. Furthermore,
Loblaws long-range CSR plan's aim is to "to use our scale and influence as a force for positive change on the issues
that matter most to our customers, colleagues and business" (6) which they have divided into four pillars:Health &
Wellness, Environmental Footprint, responsible Sourcing, and Food Standards and Safety.
Toronto based gold mining company Barrick has set their main goal "to
minimize our environmental footprint and safeguard the environment, now and for
future generations. Responsible environmental management is central to our success as
a leading gold mining company and we seek to continually improve our performance."
(7), therefore fundraising gala for a conservation organization should raise interest in company’s employees.

8. Canada Goose is committed to produce the best extreme cold weather outwear in the world,
keeping 100% of their production in Canada as well as using materials from Canada. They believe
that Canada has the best materials and best craftsmanship skills and they want to preserve
Canadian nature, values and historical heritage (8). They have previous experience in
cooperation with organizations like “Polar Bears International" and the "Conservation Alliance"
as they have repeatedly showed their interest in wildlife conservation in Canada.
Marketing is crucial planning aspect of event management and it should be carefully designed to target the right
audience at a timely manner. For the marketing strategy several promotion methods have been combined to attract the
guests to the event.
"Save The Date" card (Appendix E) will be sent out around January, after the venue is booked and the Web
page is set up. After that we will use other social media like Facebook, Twitter, and hashtags to create the buzz about
the event. Invitations will be sent out in March, when we have confirmed all the major issues regarding the event.
During that period we will also start online registration for the guests and collecting their information (like e-mail
addresses) to remind them about the event. In May e-mail reminders will be sent to our target guests, to remind them to
purchase the ticket for the event. We will continue to use social media to reveal details about event and keep people
interested, as well as constantly update the web page. In July we will create a short teaser video with one of the
spokesmen of NCC inviting people to attend the Gala and stressing out the importance of the charities work. At the end
of August we will send out "See you soon" message to all of our guests to keep their interest and do the final reminding
about the event.
During the event we will cover it on social media posting pictures and we will encourage our guests to use
social media, hashtags and post pictures online. A professional photographer will capture the magic of the event and
web page would be used to distribute his pictures after the event. A videographer will make a short movie about the
event, to be sent out to our guests to remind them of the good time they had. It could be used for promotion purposes
for the next year. At the end of the event each guest will receive the "Thank you" bag containing promotion materials
from the sponsors and a gift from NCC, a Seed Bomb. Each of the guests can decide whether to use it in their gardens,
grow it in a pot on windowsill, or increase the species variety in city parks. Anyhow this will give them opportunity for
different experience after the end of the event and reminder about NCC.
After the end of the event we will post the pictures and video online and each guest will receive Thank You
card via post for a personal touch. See Appendix D for the table of marketing timeline.

9. Décor
Entrance
Guest will pass through a white gate made of recycled materials, mostly wrought iron that
will be gathered from junk yards around the GTA. The gate will be style will feature the likeness of trees and vines that
wrap around the pillars and meeting in the middle. A Registration table will be at the entrance with moss crawling up
the sides and across it. Staff taking attendance will also be in Elvish clothes of white and green tunics with embroidery
on the chest area. All the staff will be in wigs or their hair will be down if they have long hair and pointed elf ears will
be put on by a hired makeup artist (note all staff in costume will have similar hairstyle and ears).
Reception
Every guest will be greeted with a glass of the specialty drink in a uniquely designed flute.
Potted trees will be placed throughout the garden. Hanging lanterns with intricate designs will hang from
the trees throughout the reception area. Long trestle and harvest table will be set up throughout the area
for food, each are made of reclaimed wood with twisted reclaimed twigs, moss, branches and vines are
used to decorate each table. Arch ways with floral and moss are built in various places, similar floral,
moss and vines will be hung from the rafters, with glass bulbs containing lit tea lights hanging down,
each hung with fishing line to make a floating illusion. A lounge area with chairs, love seats, sofas, benches and table
made of reclaimed wood and large vines. Items up for auction for auction will be on display in a glass box, attended by
staff from the sponsors, each glass box will sit upon a stone pedestal .The bar will be along the far wall, and will be
made of wood for a rustic feel. Serving staff will be in white tunics with gold belts. Sponsors stands, booths and reps
will be posted at the north of the venue, available to talk to guests.

10. Dinner
Around the perimeter of the room, faux trees (carved from wood structure and Styrofoam for details) will be
constructed. One of the trees, with a circumference of 6ft with a sturdy construction, will have stairs wrapped around it
and a platform built near the top; this will be used as secondary stage for some performances.
The tables will be lined up north to south, each will be made of wood of naturally fallen
trees, have a live edge finish, each unique, no table cloth will be on the tables. The base of each
table will be constructed of thick sturdy branches and tree root. Specially designed table lamps
will be used as centrepieces. Each lamp is created from reclaimed tree branches; the electrical
wires will go through the table base to hide from eyesight. Moss will cover the table. Place
setting will have a glass charger plate with gold trim, olive green napkin, and gold utensils, also
specialty china will be used. Each place card will have professionally drawn calligraphy with the
guests name in both English and translated into Elvish in gold ink, each card will indicate the
meat option chosen by the guest (see food). A menu card will be designed in the same fashion as the invites and place
cards. All paper products will be printed on reused recycled paper. The chairs will be golden chiavari chairs.
The stage area will be formed in a
semi-circle at the east centre wall of the
venue. The background will feature a set
of a stone wall (carved from wood and
Styrofoam), with lattice woodwork, and
benches and trees that will resemble
“Elronds Council” from the Lord of the
Rings. Staff will wear long s silver tunics
with high collars.
Dark and light green up lighting will be featured on the perimeter of the venue. From the ceiling, green lights
will be spotlighted into the east wall, spot lights will be on the staging area. Projections of falling leaves and dancing
rays of light will be projected throughout the dinner area. On the projector that is set up to the East of the stage, logos

11. of the sponsors will be projected. The screen will also be used for the guest speakers and a live video will be projected
of the performances. Between the entertainment and speakers, soft classical music will be playing in the background
during dinner. A lattice fence, with moss will be used as a dividing wall between reception and after party.
After Party
A reclaimed hardwood dance floor will be laid out (during dinner) in the garden, lighting will be set up in the
rafters. Trees will also be set up around the dance floor.. A stage for the band and DJ will be set up to the side of the
dance floor. The stage will feature dense trees and bushes in the background. White Christmas lights will be strung
from the rafters and trees. The lounge furniture from the reception will be relocated and set up with heat lamps and
contained fire pits will be featured inside the lounge. The live artist area will be feature just off lounge area. The food
stations will be held on long trestle tables off to the side of the lounge. The bar will be the same as the reception.
Food & Bev
Chef and Food Concept
The Venue's catering is based on the seasonal and locally sources ingredients that professional chef Brad Long
turns into aesthetic, healthy and sustainable masterpieces (9). Brad Long is recognized as one of the top chefs in
Canada. His talents are highly acclaimed by some of the country’s toughest food critics. Long is chef and owner of
Café Belong, located at Evergreen Brickworks, and Belong Catering. He is a Co-host of the Food Network smash hit
Restaurant Makeover and is currently in post-production of a new provocative food documentary. Long is an active

12. advocate for sustainable farming and ethical treatment of livestock (10). He will create sustainable menu choices that
are uniquely Canadian; the majority of our ingredients will not only be local, but native to Canada.
Reception
A Glass of the
signature drink,
Glowfire, will be
handed to each guest.
A fruit buffet of wild
Canadian berries and
fruit will be set up on one of the trestle tables in the reception, along with an assortment of Canadian cheeses. An
assortment of appetizers will be passed by servers during the reception, like “Rothe pies” (organic beef tartlets), and
“Lembas Bread” (flatbread) , served with spicy blueberry jelly.
Dinner
The food will be served with a mixture of
plated and French service. Please see the
Appendix K for a sample of the dinner
menu card.
1st
course will be served French
service. All guest will get a choice of one of the “Rivendale Salad” (sweet boiled acorn and apple on a spring mix
salad), or the vegetarian “Mirkwood Soup” (spiced pumpkin soup)
2nd
course will also be served French service
style (FS). All guests will get a choice of one of the
following. “Silvan Butternut Squash
Ravioli”(vegetarian), or “Avari Spaghetti” (spaghetti
squash with free range organic turkey Bolognese
sauce).
3rd
course is broken up into two parts, the meat or main dish, which will be served plated, and the sides will be
served French service. The meat option will be chosen by each guest upon RSVP confirmation. The place cards will
indicate the option chosen to the server. All guest will get a choice of one of the following. Elrond’s Choice (fresh wild
Canadian salmon) indicated on the place card as a fish , Thranduil’s Choice (rotisserie wild Partridge) indicated on the
place card as a bird, and the vegetarian option Arwen’s Choice (stuffed large Portobello mushroom) on the place card
as a mushroom. For the side dishes every guest will get the seasonal vegetable and then option of 2 of the 4 of the
following. Aegnor’s roasted acorn squash with wild raspberry sauce, Hurin’s wild northern Blueberry and Corn
Succotash, and Dula Potatos (baked mashed potatoes resets).

13. 4th Course dessert will be served plated. Everyone will get the same desert, but alternatives will be made for
those with special dietary needs (on a
case by case basis). The dessert will
be a trio, dubbed Galadriel’s trio,
will have mixed wild berry chocolate
soufflé with whipped cream, apple
crisp with vanilla homemade ice
cream and maple creme brûlée.
After Party
The after party food will be served buffet style with some live cooking stations. Tata’s sliders with bison meat, a
dessert spread with honey cakes and pastries, and Legolas’ mashed potato bar (includes toppings such as bacon, sour
cream, cheese, spices, herbs and crispy onions). The live serving stations will feature a chef or server that will prepare
food in front of the guests. Food prepared at the live serving will include Loth Lorien magic dessert (chocolate that
opens with hot chocolate sauce poured over it to reveal a cake), and a pizza cooking station (mini flatbread with
topping options such as herbs, spices, cheese, sauces, and veggies) cooked in front of the guests in a portable pizza
oven.
Bar Menu The drinks during the reception and after party will be served at the open bar. All wines are made locally in
Niagara and a VQA. The sample bar menu sample will be in Appendix L with descriptions of each drink. Some of the
drinks featured on the bar menu will be Glowfire (Specialty drink) and Elverquist. An asassortment of mixers and beers
will also be available for guests to order.
Entertainment
Entrance
Valets dressed as elves will be lined up in front of the venue entrance, in green tunics with brown belts. 2
guards (greeters) dressed in Elvish clothes, featuring a armour created from leather, will greet the guests in the Elvish

14. with the greeting “Le nathlam hí” meaning “you are welcomed here” (11). They will also be available to direct the
guests to the reception area.
Reception
3 aerial ribbon dancers, from Ariel Dance Cirque Company (12) will be hired for the reception. They will be
suspended from the ceilings. They will be dressed in white and the ribbons they will be using will be in silver and
champaign gold. A live band, the Toronto Consort Company (13), will be hired to play “medieval festival music”, with
instruments such as the flute, pan pipes, lyre, harp, mandolin, Hammer Dulcimer, and lute. Musicians will wear green
tunics with brown belts.
Dinner
The master of ceremonies for the night will be Measha Brueggergosman. Mesha is a Canadian opera singer and
a huge advocate for conservation (14) (Appendix M ). During the dinner two guest speakers are expected - Nathalie
Pratte, Chair Of The Board of Directors at Nature Conservancy Canada as well as John Loads, President and CEO of
Nature Conservancy Canada (15) (Appendix M ). As entertainment, a soprano soloist, Michele DeBoer also from the
Toronto Consort Company, will sing a few ballads. Later on in the evening a poet, Dwayne Moragan (16), will recite
some sonnets in English, and a little bit of Elvish. Contemporary dancers from the Canadian Contemporary Dance
Theatre (17), will be hired as the final performance for dinner, with two numbers.
After Party
The DJ, from Absolute Sounds (18), will be hired to mix songs for half of the night. During intermittent breaks
a live band, Chicken and Waffles (19), will perform a wide range in music styles, from current pop, R&B, Motown,
rock, and more, will be hired to play intermittently between the DJ sets. A live painter, Toronto artist Jessica Gorlicky
(20), will be set up in the corner of the reception, and will create painting live, the painting will be inspired by Elvish
culture.

15. Budget
Fixed Cost Variable Cost Revenue
Onsite Venue Rent Host Bar
Hors d'oeuvres
Dinner
Dessert
Snack bar
Outside Suppliers Entertainment Thank you Gifts Sponsorship
AV Printing (materials,
invitations)
Decorations Decorations
Speakers Pre-event marketing
materials
Advertising Costs
Insurance
Photographer
Filmmaker
Coordination
and administration
Administrative Tickets
Event Planner Fee
PR Coordinator
Contingency Fee 10%
We at Miracle Events would like to thank you for your interest in
our Elven Woodland Gala event. We hope you are as excited about
it as we are. We look forward to working with you in the near
future!!
Please note: Suppliers identified throughout this proposal are currently being held on a “temporary basis” and will not be guaranteed until this proposal has been
approved and a contract has been signed.

16. References
(1) www.natureconservancyreport.ca/#01
(2) http://www.foxyoriginals.com/Community-Involvement.html
(3) http://www.airnewzealand.ca/environment
(4) http://www.rbc.com/history/index.html
(5) http://www.evergreen.ca/get-involved/evergreen-brick-works/event-space-rental/sustainability
(6) http://www.loblaw.ca/English/responsibility/long-range-plan/default.aspx
(7) http://www.barrick.com/responsibility/environment/default.aspx
(8) http://www.canada-goose.com/canada-goose---our-story/our-story-canada-goose-about-us.html
(9) http://www.evergreen/.ca/blog/entry/eat-dirty-with-brad-longs-st.-lawrence-salad
(10)http://www.cafebelong.ca/about/
(11) http://www.arwen-undomiel.com/elvish/phrases.html
(12) http://www.a2d2.ca/
(13) http://www.torontoconsort.org/about/about.html
(14) http://www.measha.com
(15) http://www.natureconservancy.ca/en/who-we-are/our-team/national-board-of-directors.html
(16) http://dwaynemorgan.ca/events/my-events/
(17) http://www.ccdt.org/
(18) http://www.absolutesounds.ca/
(19) http://www.level2musicproductions.com/Level2_Music_Productions/Level2_Home_Page.html
(20) http://jessgo.com/collections/sound-art

17. Appendix
Appendix A - Evergreen Brick Works Territory
Entrance

18. Appendix B - Koerner Gardens and Holcim Gallery

19. Appendix C - Capacity chart

20. Appendix D - Marketing timeline
Month Direct Mail Virtual Media
nuary Send Out "Save The Date" Create Webpage
bruary Create FB page, twitter account
March Send out Invitations Registration starts
April Updating social media & Web Page
May E-mail reminder
June Updating social media & Web Page
July Teaser video
ust W1 Updating social media & Web Page
ust W4 "See you soon" materials
mber W1 Actual Event
mber W2 Thank You note!

21. Appendix E – Save the Date
for the Nature Conservancy Canada's 6th
annual fundraiser
Saturday, September 3rd, 2016
More Information to Follow
Save the Date
Elven Woodland Gala

22. Appendix G – Entrance (Pictures, Concept Art)

23. Appendix H – Reception (Pictures, Concept Art, Floor Plan)
Lounge
Food
Sponsors Area

25. Appendix I- Dinner (Pictures, Concept Art, Floor Plan)
Area for staff
and waiters,
used for food
delivery.
Stage
Entrance
Decor
Tables

27. Appendix J – After Party (Pictures, Concept Art, Floor Plan)
Dance Floor
Stage
Lounge
Art
Cooking
Stations
Food

29. Appendix K - Dinner Menu Card
Menu
1st
Course
“Rivendale Salad”
Sweet boiled acorn and apple on a spring mix salad
“Mirkwood Soup”
Spiced pumpkin soup
Second Course
“Silvan Butternut Squash Ravioli”
“Avari Spaghetti”
Spaghetti squash with free-range organic turkey Bolognese sauce
Entree
"Elrond’s Choice"
Fresh wild Canadian salmon
"Thranduil’s Choice"
Rotisserie wild Partridge
"Arwen’s Choice"
Stuffed large Portobello mushroom
Side Dish
. “Aegnor’s” roasted acorn squash with wild raspberry sauce,
“Hurin’s” wild northern Blueberry and Corn Succotash,
“Dula” baked mashed potatoes rosets
Dessert
“Galadriel’s trio”
Mixed wild berry chocolate soufflé with whipped cream,
Apple crisp with vanilla homemade ice cream
Maple crème brûlée

30. Appendix L – Bar Menu Card
Glowfire - Sparking wine (signature drink)
Saerloonian - Reisling
Mead- Spiced Mull Wine
Elverquisst - Red Sangria
Evermead - Spiced Mulled Wine with fruit
Clarry - White Zinfandel
Arabellan - Dry: Merlot
Berdruskan Dark - Red Icewine
Morimatra - a spiced chilled red wine
Assortment of Premium mixers and beers
Bar Menu

31. Appendix M – MC and Guest Speaker
Master of Ceremonies: Measha Brueggergosman
Guest Speakers: John Lounds & Natalie Prette

32. Appendix N – Student Title Page
ELVEN WOODLAND GALA
By
Linda Freimane 500667978
Kayla Harvard 500482793
·
·
·
Section 021
·
·
·
·
·
·
Submitted
To
Judy Healy
Ted Rogers School of Hospitality and Tourism Management
in partial fulfillment for the requirements
for
HTT 607 Event Management
·
·
Tuesday, 17 March 2015.
· Jgjb
· vjv
Ryerson University

33. Appendix O - Assignment 1