Marketing / 07.26.23

Maximizing Business & Fan Experience in the Middle East

Access Staff

Pollstar (07/20/23) Gottfried, Gideon

Boosting ticket prices for live events in the Middle East is not currently a priority for promoters; Thomas Ovesen, CEO of All Things Live's newly launched Middle East office, says enabling more regular attendance by larger numbers of fans is the primary goal. “We have to develop the fan experience at events,” he argues. “Arenas are still a relatively new thing in our market, and I want to maximize the business potential in the arenas we already have.” Ovesen says the construction of state-of-the-art venues in the Middle East was justified by extremely hot summers, and he notes that “indoor air-conditioned buildings could extend the season by up to 50%, which was a major incentive to open arenas. We don't have the same volume and frequency of events yet that some cities in the rest of the world have to justify an arena. I want to better utilize the buildings.” Ovesen adds that venues like Dubai's Coca-Cola Arena and Abu Dhabi's Etihad Arena have provided the possibility that arena tours can consider touring the United Arab Emirates without adapting to an outdoor environment, “maybe not a lesser fan experience, but a different fan experience.” Many regional promoters expect Saudi Arabia to become the next big Middle East live events destination, while Ovesen mentions “massive real estate investments” in Egypt as another possibility. The rock-carved Al Dana Amphitheater in Bahrain has hosted big-name acts, “and we anticipate that its appeal will continue to grow as we continue to bring in an all-year mix of distinctive acts and eclectic performances that both complement and elevate Bahrain's and the region's entertainment industry,” says CEO Shane Chalmers.

Read the full story from Pollstar.

Tags: Marketing , Middle East