JW Marriott in Dubai has launched a new events management company Events by JW to target festivals and concerts.
JW Marriott in Dubai has launched a new events management company ‘events by JW', with plans to expand the hotel's specialised event management focus to include larger events such as festivals and concerts.
The hotel's general manager Ibrahim Barghout said the new company would deal with traditional events hosted by the hotel such as weddings, as well as looking after the outside catering unit formerly known as the Marriott Chariot.
"We have got to the point where we have grown this unit to a fairly sizeable business unit - where it would probably be doing AED 25 million (US $6.8 million) business each year - and we thought it would be a good idea to launch it under the umbrella of events by JW," he said.
"We have only been venturing into these [large-scale] events in the last year or so. Now we have the capability with additional trucks, additional equipment and additional staffing, we see our growth going to be more in that area.
"We see this sector of our business continuing to grow by double digits for the next few years."
Barghout said because many hotels were fully booked and organisers were looking for innovative event ideas, there was a trend across Dubai towards grand events at outside venues.
But the company was going to make sure it did not grow too big, too quickly, to protect the hotel's reputation for personalised service, he added.
"We want to be able to remain focused on the fact we can be the more unique and more specialised catering company," Barghout explained.
"That has been our strength and that is why most people come back to us because we provide our specialised service levels. We don't ever want to lose that," he added.
As part of the re-branding the hotel has opened an ‘events lounge' for event organisers to see samples and ideas and meet the hotel's team.