The Jebel Ali International Shooting Club is marketing itself as a combined incentive and conference venue.
The Jebel Ali International Shooting Club is marketing itself as a combined incentive and conference venue in order to drive profits.
Teaming together with the neighbouring Leadership Centre, which is located within the club's grounds and is operated by UK-based training solutions provider Inspiring Performance, allows the club to offer a comprehensive MICE package, according to Amine Makarem, the facility's manager.
"The main source of revenue to the Jebel Ali Shooting Club is corporate events - this makes up around 40% of our business, which is actually quite a lot for a facility of this type, as we specialise in a leisure activity," he said.
"On average, 200 to 250 company groups come to the club each year, and these are usually groups of up to 100 people."
Courses in soft skills such as emotional intelligence, team leadership, change management and human resources strategy are available at the Leadership Centre, which caters to clients in the automotive, banking and finance, construction, IT, FMCG and pharmaceuticals industries, and well as for airlines, hotels and hospitality sector customers. Makarem believes this curriculum is complemented by activities such as clay pigeon shooting or archery incentive, which take people out of their comfort zones.
"The courses offered by Inspiring Performance teach people how to work together to reach a goal, and shooting is a good part of a team-building exercise because it uses communication skills and tests reflexes," he explained.
"Working closely with the centre, as well as with the Jebel Ali Golf Resort & Spa, makes this resort self-contained and self-sufficient when it comes to hosting MICE groups."