revolutioniseSPORT is the emerging market leader in online club management in Australia. Whether it is memberships, registrations, events, online sales or governance tools - revolutioniseSPORT is the…read more
Venue manager explains challenges of programming Dubai’s new Coca-Cola Arena
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).
10th June 2019 - First performance staged at Dubai’s Coca-Cola Arena
8th April 2019 - Dubai Arena secures 10-year naming rights deal with Coca-Cola
5th April 2019 - New Dubai Arena to be ‘game changer’ for UAE
8th August 2017 - Guy Ngata to leave Eden Park for new Dubai Arena
9th November 2016 - AEG Ogden to manage new Dubai Arena
19th April 2012 - DEAL 2012 opens in Dubai
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
Fun Wheels Pty Ltd are the premium dealer in Australasia for the Dutch company BERG’s commercial and domestic products. Our flagship product is their revolutionary pedal go-kart – the…read more
Vlocker Pty Ltd has been designing, manufacturing, installing and servicing locker systems worldwide since 1995. Vlocker specialises in providing locker solutions to suit client requirements in…read more
As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as VIVATICKET Pty Ltd. Click here to view the VIVATICKET Pty Ltd listing. 19th July 2018 - ENTA…read more
TJS Services is a leading national facility services provider. We deliver quality cleaning, maintenance, construction and facility management services to over 1,500 sites Australia wide. Our…read more
SLE Worldwide Australia is a Managing General Underwriter specialising in insuring risks in the world of Sports, Leisure and Entertainment. Be it relaxing, playing, organising or watching sports,…read more
The Jump Pad is a safe, flat inflatable made in a variety of sizes which can be used indoor or outdoor. From 3mx3m up to a whopping 9mx21m. Markets include Indoor and outdoor playgrounds, schools,…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!