Mainstream arts, cultural and entertainment events in the UAE capital are set to flourish as Abu Dhabi Tourism Authority (ADTA) and Abu Dhabi National Exhibitions Company (ADNEC) join forces to proactively nurture the sector’s huge growth potential.

Following the launch of the new Abu Dhabi Hall at ADNEC - the emirate’s largest indoor venue which can accommodate up to 6,000 seated and 8,000 standing and recently successfully hosted the packed house Tom Jones concert - the two Abu Dhabi entities are looking to partner regional and international promoters in staging new entertainment concepts and events here.

“There is an insatiable demand for a multi-purpose events arena of this calibre to meet the interest previously shown by event organisers,” said Ahmed Hussein, Deputy Director General, ADTA. “Abu Dhabi Hall gives us the leverage we need to attract more big-name acts and innovative events.

“The catalysing of leisure and entertainment events is a key ADTA strategy as it serves both to enrich the visitor and resident experience while strengthening our destination appeal to our neighbouring GCC markets. With Abu Dhabi Hall we are now in a stronger position to execute this major events strategy together with ADNEC.”

ADTA and ADNEC will now embark on proactive engagement with event promoters to encourage them to submit “unique and viable entertainment event concepts”, which will be evaluated for financial and non-financial support by a joint steering committee.

As a positive signal that Abu Dhabi Hall has what it takes to attract marquee entertainment, three major productions have already been lined up in the upcoming months; Grammy and Emmy award-winning singer, musician, composer and actor Harry Connick Jr., the Irish music and dance production Lord of the Dance and legendary Iranian singer and movie star Googoosh.

Harry Connick Jr will launch the programme with a one-night only performance on May 16. Lord of the Dance will run at Abu Dhabi Hall from June 23-26 while Googoosh will appear for one night only on September 12.

“We hope the ADTA-ADNEC joint venture will produce at least 10 major entertainment events by the end of this year,” said Simon Horgan, ADNEC Group CEO.

“We are looking at delivering a compelling and varied year-round programme of entertainment events that attract audiences across all demographics especially from within the GCC. The type of events to be targeted include international concerts, children’s shows, ice spectaculars, edutainment acts, family theatre shows and sporting competitions and demonstrations.”

Abu Dhabi Hall is the largest facility of its type in the UAE to house a permanent retractable seating system, can be configured for a variety of set-ups and is equipped with artists’ dressing room, green room and full backstage facilities.

“Amongst the pipeline events currently in deep negotiations include a concert in co-operation with an international broadcast organisation, a children’s show with English and Arabic content and a kids’ entertainment show, ” Horgan added.

The ADTA-ADNEC joint venture will also be marketed through ADNEC’s new Box Office facility – a state-of-the-art ticketing system accessible to over 35,000 travel agents in Europe, North America and Australasia and 25,000 entertainment industry promoters worldwide.

“Our message to event promoters and organisers is to come and see the venue for yourselves and then partner us in delivering a compelling and sustainable events and entertainment proposition for the emirate,” added Ahmed Hussein.
 

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