Major Dubai venues drive regional events industry

It is this increase in capacity, variety and optional availability that has literally catapulted Dubai onto the international stage.

Acts such as Robbie Williams, Phil Collins, Shakira and events like Dubai Jazz Festival and the International Film Festival have raised the bar for events in the region and provide the perfect backdrop for this year's EVENT 360 expo' at PALME Middle East.

Exhibition Manager, Jonathan Gadalla, admitted that when Sports City and the new Jebel Ali Airport complex are added to the existing and soon to be upgraded facilities at Dubai World Trade Centre and the Airport Expo Centre, Dubai would be the epicenter for live entertainment throughout the region. It also illustrates just how far the events and entertainment industry in the Middle East has developed in such a short space of time.

"It is evident that irrespective of the type of music, whether classical, Latin American, heavy metal, jazz, pop or contemporary, Dubai can draw huge audiences but more importantly has the capacity to cope. Hosting the biggest events in Dubai is now economically viable as we have witnessed over the last twelve months."

Echoing that trend, Event 360, which takes place at the Dubai International Exhibition Centre on 20-22 May 2007, will reproduce some of the magic of show production. Headlining will be a live production of Amaceon, LOBO Laser and Multimedia Systems' spectacular laser water show.

Making their debut this year is Market Associates, who through their French parent company offer a number of unique solutions for dynamic message delivery. Finger Box digital signage is a small server hooked to the net which allows connection to plasma or LCD screens. This enables the timing (and type) of advert to be streamed to each screen individually and allows advertising to be changed, deleted and updated.

"EVENT 360 is not just for the high and mighty, the bread and butter events will be well represented, with exciting new state-of-the-art products ideal for product launches, store openings, festivals, conferences and other smaller productions," added Gadalla.

To prove that point, another product from Marketing Associates is the Sketch Screen. This comprises of special thin projection screens which, used in conjunction with infra-red cameras, allows 3D or normal videos to be displayed onto a transparent background, ideal for use in retail shop window displays.

Returning for a second year is Finnish company, FogScreen. This unique projection screen is composed of a thin, dry fog, which serves as a floating, translucent projection screen, showing images that literally float in the air. FogScreen technology uses water and contains no chemicals — a fact that has earnt it many prestigious international awards.

Other exhibitors participating at EVENT 360 include French company, Azur Scenic, manufacturers of spectacular backdrops for large scale concerts; RCL Rigging, who have now set up a local operation in Dubai., HQ Creative, Protec, Oracle Projects and Universal Effects.