Event horizon

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A corner of sweet treats at Fairmont Dubai’s ATM party.

Catering for carefully time-tabled events can also raise issues, as The Monarch’s Fasel points out.

“A major challenge can often be that the client’s programme does not match with the flow of the food service sequence — for example, a course being served during a speech or award presentation. Such time constraints are always challenging.”

Dutco’s Harley-Fleming asserts that “it’s the preparation prior to the event which is the most important aspect”.

“Fortunately Jebel Ali Golf Resort and Spa has a large and experienced catering team, which has in the past done events like the Dubai World Cup, events with Dubai Autodrome and the Desert Classic as well. So with their expertise and assistance we’ve been able to prepare well,” he says.

For DWTC’s Oberender, the key to successfully handling numerous different events is flexibility. “The Trade Centre covers thousands of square meters, and with the new hall (currently under development) it will be even more,” he says. “Things change from week to week, so we have to be adaptable.”

Finger on the pulse

Whether an event itself is a regular occurrence or a one-off spectacle, the catering itself has to be right on target — which is why the teams must stay up-to-date with market trends and the preferences of their customer base.

“The key to a successful event like our annual ATM party is to ensure that food and beverages are dispensed as seamlessly as possible,” advises Fairmont’s Joseph.

“Food should be imaginative and uncomplicated and drinks should be refreshing, especially as guests come straight to the hotel from a long day at the exhibition.”

At BIC, Al Awadi notes that customers are moving away from traditional quick-service food. “We are seeing less interest in the typical fast food that used to be popular in the earlier years of the Bahrain Grand Prix, with a move towards healthier foods and local cuisine,” he explains.

The Monarch’s Fasel says another major factor in the current climate is that “organisers are very cost-conscious”.

“Because of this, we had to find ways to incorporate client demands by offering different menu styles; for example a family-style menu offering sharing platters.”

Another impact of the economic downturn has been a slowdown in business for the events catering industry, he adds.

“The demand has slightly shifted now; and of course the summer months are usually very slow due to it being a traditional holiday period in the region.

“But I think the pick-up will start again during Ramadan, with banquet functions and corporate Iftar dinners,” predicts Fasel.

Fairmont’s Joseph agrees that there has recently been a decline in number of events being held by companies, citing the fact that “managing expenses are at an all-time high”.

“Some companies have therefore decided to merge several events,” he observes. “So for example they might hold one event in London for the whole EMEA region, while historically there would have perhaps been two events, one in Europe and one in Middle East.”

(Party) planning for the future

The general slowdown will hopefully be short-lived, with many caterers already seeing strong bookings for after summer.

DWTC’s Oberender says wedding business will keep the Centre busy over the coming months, before trade show season starts again in September. Meanwhile BIC will host an annual charity event organised by the local Rotaract Club, while The Monarch Dubai has several large banquet functions on the cards, including an Angel Appeal charity fundraiser.

JAI Hotels will cater for various events at The Palladium over the coming months, including pop concerts and theatre events.

“The model is constantly changing,” notes Dutco’s Harley-Fleming. “The key really is in looking at the clientele to find out what exactly we need to do to meet the needs of the customer base.”

The variety of events taking place in the region today proves that the Middle East has the locations and the know-how to be an extremely successful global events destination.

But as Harley-Fleming points out, it will be caterers’ attention to their customers’ needs and preferences that will ensure this region remains an events hub to be reckoned with in future.

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