Abu Dhabi continues to carve out new avenues for growth as it aspires to establish itself as a premier global event destination. Among its significant achievements is the distinction of being the coveted final race host for the Formula 1 Grand Prix.
Saif Rashid Al Noaimi, the CEO of Ethara, holds the belief that although “the infrastructure in Abu Dhabi and across the region continues to develop rapidly, it still has areas for growth.”
Over the years, Abu Dhabi has established itself as a global hub for international events, drawing an array of international artists and performers. The likes of Backstreet Boys, Guns ‘N’ Roses, Sting, Swedish House Mafia, Charlie Puth, and many others have taken to the city’s stages within venues including the Yas Marina Circuit, Etihad Park, Etihad Arena, and Yas Conference Centre.
Despite its track record of hosting world-class events, Al Noaimi emphasises the need for evolution in the processes, structure, and overall efficiency of event delivery.
“The processes, structure and overall efficiency surrounding the delivery of these events need to evolve to allow more international IPs and touring routes,” Al Noaimi explained.
Ethara, a name that translates to ‘thrill’ in Arabic, emerged earlier this year as the result of a merger between two industry giants: Abu Dhabi Motorsports Management (ADMM) and Flash Entertainment. This union aimed to forge collaborative partnerships that would bolster the organisation’s position in the industry, both regionally and internationally, according to Al Noaimi.
Among Ethara Group’s most prominent endeavors is the Formula 1 Abu Dhabi Grand Prix. Celebrating its 15th edition this year, the event has evolved into one of the most sought-after motorsport spectacles, attracting unprecedented attention in recent years.
This year’s edition is set to be the biggest yet, with tickets for the F1 Abu Dhabi Grand Prix selling out within weeks of going on sale earlier in the year.
Al Noaimi revealed that “with increased scale, we have also increased our efforts to reduce our environmental impact, and this year’s Abu Dhabi GP will also be the most sustainable in our 15-year history.”
The capital will also play host to a wide lineup of artists in the coming year, including Ava Max, Tiesto, and Foo Fighters, with more exciting announcements on the horizon.
Furthermore, a range of new experiences has been added to this year’s race, including a VIP-viewing platform and the Hillside Terrace.
A noteworthy statistic shared by Al Noaimi reveals that during the 2022 race weekend, over 70 percent of attendees at the Yas Marina Circuit traveled from overseas to be part of the event.
Al Noaimi emphasizes that “our focus has been on ensuring that the Abu Dhabi Grand Prix is more than just a race weekend.”
The Yasalam after-race concerts are stand as an addition to their ongoing efforts in this regard. As Abu Dhabi serves as the final race of the Formula 1 season, it occupies a unique position in the championship, as final positions are secured for the following season.
To support the vision of positioning Abu Dhabi as the go-to event global event destination, Ethara recently announced a partnership with Oak View Group (OAG) an American Global Advisory, Development and Investment Company for Sports and Live Entertainment industries, bringing its expansion into the Middle East.
“The partnership will allow us to provide detailed knowledge of the local markets and venues with our in-house expertise, complimented with OVG’s international venue and hospitality experience,” Al Noaimi said.
“It’s set to be a thrilling few months ahead,” Al Noaimi concluded.
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