Dubai’s Coca-Cola Arena unveils its events diversification strategy

In light of an ever-changing live events market, Dubai’s Coca-Cola arena has revealed details on its diversification strategy - adapted to ensure the venue is seen as more than just an entertainment venue through taking on a range of sporting events.

The world of live entertainment was decimated by the COVID crisis, however, Dubai’s Coca-Cola Arena General Manager, Mark Jan Kar advises that quick decision making, modern technology and nimble thinking enabled the venue to put on a wide variety of crowd-pleasing events during a stellar 2021.

During the last six months, Coca-Cola Arena has diversified its strategy by catering to an increasing number of sporting events with Kar identifying the versatility of the space as a crucial factor in being able to offer an attractive calendar of events in 2021.

In addition to international DJ tours, classical music and comedy sketches, the arena has turned its attention to professional ice hockey, boxing and elite tennis which are just some of the sporting highlights of the past six months.

Kar advised “it’s been a challenging year for entertainment, but we’ve always been a dynamic venue. Because of Covid we’ve had to think outside the box. We’re a concert venue but we also have the opportunity to undertake sporting events, both amateur and professional.”

Kar names the innovative ‘cage cricket’ format of Ultimate Kricket Challenge as a hot ticket, as well as the Tie Break Tens tennis tournament, World Title boxing bouts, and blistering ice hockey played within the framework of the KHL World Games.

“We have had to adapt our strategy to ensure that we’re seen as more than just an entertainment venue. By diversifying our strategy and hosting different events, it has allowed us to take on a range of sporting events. Pre-covid, certain arena management companies may have had a preference over certain events - such as sporting events, music events (and the like). We have had to re-look at this approach and diversify our line-line to accommodate new shows. The market has changed, and it’s important that to survive, venues adapt.”

Helping Coca-Cola Arena to stage such a diversity of events are the high-tech systems built into the venue.

Kar notes “we have an incredible rigging system, plus the fact that our roof can hold 190 metric tons, which means we can load the ice hockey and a music concert in and out of the space in just hours.”

"Our capacity for a standing rock show is 17,000, but we can also do intimate shows for 500 people, or sporting events like tennis for a few thousand.”

Looking back, Kar proudly recalls Rahat Fateh Ali Khan’s “phenomenal sell-out shows” and “17 beautiful nights of classical music with an orchestra” for the InClassica International Music Festival. Coming up, DJ icon Martin Garrix returns to Dubai on 16th December while Olympic figure skating champion Tatiana Navka will direct Sleeping Beauty: Legend of Two Kingdoms on 4th and 5th December.

“We’ve been fortunate with the leadership of the government to be slightly ahead of other countries to undertake live concerts and professional sporting events, which creates opportunities with franchise sports teams in the future” concludes Kar, as he looks ahead to 2022 and more exciting shows that he hopes will delight the Dubai crowds.