By Jason Manners
I am compelled to respond to Avner Pariat’s recent article ” MAKING MEGHALAYA FESTIVAL MORE EQUITABLE” (ST Dec 19, 2024) which contained several inaccuracies and misconceptions.
As the organizer of the festival, I would like to provide some context. The Cherry Blossom Festival is a flagship project of the Department of Tourism, Government of Meghalaya, and has been entrusted to Rockski EMG since 2021. Our team has worked diligently to build the festival from the ground up, and while we have faced challenges, including a sudden torrent in 2022, we have continued to grow and evolve.
In a region like North East India, where corporate sponsorship is scarce, government support is crucial to bridge the financial gap. This is not unusual, as many Indian states and countries follow a similar model. For instance, Thailand’s “Amazing Thailand” initiative accepts proposals from credible promoters and provides sponsorship based on the amount of tourism they bring.
Our festival’s ticket pricing is designed to make the event accessible to a wider audience. We pay the same rates as other countries and major cities for A-list artists, but we cannot charge standard ticket rates due to the region’s economic constraints. A similar Festival in another country with the same lineup will cost 100 USD (INR 8500) and above per day for general access while we charge just 20% of that rate. The government’s sponsorship helps reduce the pricing, making the festival more attractive to the Indian market while ensuring a positive GST revenue for the state exchequer.
Data from the 2023 and 2024 editions of the festival indicate that the sponsorship amount provided by the government is far lesser than the total revenue injected into the state and the estimated GST collection from this revenue. This is a clear indication that the festival is a valuable asset to the state’s economy and it is safe to say that Cherry Blossom is a confirmed and viable project which means the Sponsorship is very much JUSTIFIED now and for the forthcoming editions.
Records of Direct beneficiaries are available and it is clear that there are many indirect beneficiaries as well in the Tourism and allied sectors. While many may say that this Festival benefits only a few and not the entire State, I would like to bring out the intangible benefits of the Festival that benefits the state and that is the branding that it has created for us at the mention of “Meghalaya” or “Shillong.” People are aware of the Cherry Blossom Season and it is successful in drawing visitors from near and far, contributing to the state in flow of revenue year after year (Customer Data indicates presence of many repeat visitors) .
I’d like to highlight that Rockski EMG has been investing heavily in the festival as a PPP model, taking huge risks and uncertainties, unsure of even making any profits. The setbacks of 2022 and 2023 demonstrate our commitment to making the festival work in the state. Despite these challenges, we have persevered, and our efforts have finally paid off with the success of the 2024 edition. As someone who has navigated the ups and downs of the event industry for 15 years, I can attest that success rarely happens overnight. It takes hard work, dedication, and perseverance to create a successful event. For the first 5 years of my event career, I incurred financial losses but I was fortunate to have a day job to keep me afloat. I’m heartened to see that the Government of Meghalaya has recognized the importance of supporting alternative enterprises and creating a more vibrant ecosystem.
In fact, to make the Festivals in Meghalaya more equitable, numerous Festivals have been entrusted to CREDIBLE event professionals and the government has created the M-STEP scheme, which aims to support aspiring and professional event entrepreneurs. This scheme provides gap funding for various event-related ventures, helping to bridge the financial gap for many event entrepreneurs and accelerate their growth timeline. The M-STEP scheme is a testament to the government’s commitment to promoting growth and development in the state. By spreading money to support various events and initiatives, the government is creating a more diverse and vibrant economy that benefits our community as a whole.
If Avner Pariat has any genuine suggestions or concerns regarding the festival, I encourage him to write to the Department of Tourism, Government of Meghalaya, directly.
I hope this response provides a clearer understanding of the Cherry Blossom Festival’s success and its impact on the state’s economy. I would also like to take this opportunity to express my gratitude to the people of Meghalaya, without whose support and enthusiasm, the Cherry Blossom Festival would not be what it is today. Their love and encouragement have been a constant source of motivation for us, and we are committed to continuing to deliver a world-class festival experience for them.