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Guy Ngata, Chief Executive of Dubai’s Coca-Cola Arena, has explained how the new venue is looking to program and attract new audiences.

In a feature in the latest issue of Australasian Leisure Management, Ngata explains how the venue is setting out to become a new stop on the global touring circuit for the world’s best acts in music and entertainment.

Explaining that the venue is committed to hosting the very best shows from around the world across a wide range of genres, Ngata explains “our location joins the dots between a European leg and an Asian leg of a tour when talking of international touring artists so that is exciting for audiences in Dubai as well as international touring artists themselves who are looking to maximise their tour schedules.

“At the same time, it is important we remain focussed on the city and region in which we call home. Dubai and the MENA region is made up of a hugely diverse population and with that in mind it is critical that we don’t exhaust one particular genre or type of show. Whilst we want to see music, sport, comedy, family and culture activity we also need to remain very aware of specific demographics within those genres.

“We have had and continue to engage in very positive conversations with local and international promotors both pre-opening and since our opening week. The feedback has been extremely pleasing to hear which in turn reflects positively on bookings and content conversations.”

Highlighting that the Coca-Cola Arena is the very first venue of its kind in the region, he advises “we now have that platform to provide world-class entertainment across the many cultures and audiences and we are excited about what we’ll see inside the venue.”

Ngata is also aware of the diversity of audiences that the venue will attract, adding “we are very proud of the city we call home. Dubai is a diverse city made up of a rich variety of nationalities. Coca-Cola Arena is here to be a home of live entertainment across many different genres but what is also exciting for us is really becoming a part of the local community.

“From the very beginning of the project, working together with the venue owners Meraas, we have shared that same vision of wanting the building to be at the heart of a community and celebrate the diversity of Dubai.

“Ultimately, it is about having that connection with the city in which you are in and with the people. We don’t want to just be a building that brings in the biggest international music or sporting acts - we want to be a part of the community and be a showcase for local performers, culture activity and at the forefront of initiatives that are in place.

“We want to celebrate our home and with that we must never under-estimate our role in catering for the region and supporting the local market is at the very top of our mindset.”

Read the full article, only available in the latest issue of Australasian Leisure Management. 

Click here to subscribe.

Images: Guy Ngata (top) and the Coca-Cola Arena during its first event (below).

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