Andy Levey, Head of Marketing at La Perle by Dragone, speaks to AMEInfo on how he is going to market this novel concept in the region. This is the PART 2 of the interview. For PART 1, click here
What were the biggest challenges while setting up a theatre of this magnitude, and how many guests does the theatre accommodate each show?
We have had 290,000 guests so far since the theatre’s opening. So far, we have had around 290 shows with an average of around 1000 guests per show per evening.
The response and the feedback from viewers have been phenomenal so far, and we are determined to keep this momentum going forward.
As La Perle is the first of its kind in the region, we had to build everything from the scratch, which was quite challenging – the technology is so advanced, that we’re the first ones to use it in a theatre, which means that our theatre is a “guinea pig”.
We find out how these pieces work in certain situations from show conditions to maintenance.
On top of that, we’re an aqua theatre and water is not an easy element to work with especially as we focus on the show being cutting edge in terms of technology.
We have an awesome group of technicians that are always figuring out solutions and how to make the show better. The result is breathtaking and we’re so proud of what we’ve built here.
What are the key differences between an immersive theatre such as La Perle in Dubai and that in Las Vegas?
Las Vegas is one of the most popular destinations for people to experience live theatres. It’s right up there with Broadway.
Gaming is not the main driver revenue to Vegas – it’s shows and clubs. We think that Dubai is on the cusp of developing into this type of market as well.
In this region, the concept of a resident show is quite new, and so it becomes imperative to adapt to the overall appearance and experience of the theatre according to the local traditions.
La Perle is inspired by Dubai with so many of the elements only making sense here, but that’s what Franco Dragone does, he creates a show that encompasses the city it was born in, that’s what makes it so unique.
Technology is empowering every sector, including entertainment and theatres. How has significant technology been for La Perle so far?
Technology is closing the gap on many forms of entertainment. With Netflix and Amazon Prime Video, you barely have to leave your couch.
However, watching a show online and witnessing it live in a custom built theatre are two different things with completely different experiences.
At La Perle, our job is to bring people to the theatre and have them truly escape their own world for 90 minutes and provide them with sensory overload.
How has the journey been so far?
It’s been great, and this is mainly because of our first-mover advantage. We are paving the road for others and hope that we are the first of many shows to be in Dubai in the coming decade.
The fact that we have been successful in setting a standard of our own in the market is our most important achievement.
For PART 1, click here