ASM adds ‘C3’ Dubai to its venue bouquet



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ASM Global will operate Dubai's Connect Conference Center Image: ASM Global

The ASM Global, the world’s pre-eminent venue-management company and the leading global live events producer, has secured venue operations and management rights for the Connect Conference Centre – known as ‘C3’ – becoming the second addition to the company’s Dubai (UAE) portfolio that includes the iconic Coca-Cola Arena, which the company opened in 2019.

‘ASM Global’ stated that it also joins what is already the largest portfolio of conference and convention centers on Earth.

Los Angeles (US)-based ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management – delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents with a portfolio of more than 350 of the world’s most prestigious arenas, stadiums, convention and exhibition centers, and performing arts venues.

The Coca-Cola Arena is a multipurpose arena located in the City Walk area in Dubai in the United Arab Emirates (UAE). The venue was opened on June 6th, 2019. It has a capacity of 17,000. Owned by Meraas and operated by ASM Global, the arena hosts events that include concerts, sport, family entertainment, and ceremonies.

‘ASM Global’ further stated that situated within Expo City Dubai, the C3 has undergone an impressive repositioning following its previous life as the Opportunity Pavilion during the historic Expo 2020.

The C3 is poised to assume a pivotal role in hosting a variety of meetings, conferences and cultural gatherings as part of the upcoming COP28 which will take place within Expo City Dubai from November 30th to December 12th, 2023.

The 2023 United Nations Climate Change Conference or Conference of the Parties of the United Nations Framework Convention on Climate Change (UNFCCC), more commonly referred to as COP28, will be the 28th United Nations Climate Change Conference to be held from November 30th until December 12th, 2023 at the Expo City, Dubai.

The Expo City Dubai is a clean, Green, innovation-driven, human-centric City of the future that builds on the resounding success of Expo 2020 Dubai. Designed as a blueprint for ‘Green’ urban planning, it retains 80 percent of Expo 2020’s infrastructure, including 123 Leadership in Energy and Environmental Design (LEED)-certified buildings. The Expo City Dubai is the go-to destination for globally significant events and includes the world-class Dubai Exhibition Centre (DEC) which will continue to host a range of conferences, events and activations.

Stated Sholto Douglas-Home, Chief Sales and Marcomms Officer, Expo City Dubai, “A distinctive, adaptable space, the C3 is a welcome addition to Dubai’s mid-sized venue market and opens up even more exciting options for business, entertainment and community events at Expo City Dubai. The Opportunity Pavilion was a popular destination during Expo 2020, and we look forward to seeing it come to life again as a lively hub in our growing City.”

Expo 2020 was a World Expo hosted by Dubai in the United Arab Emirates from October 1st, 2021 to March 31st, 2022. Originally scheduled for October 20th to April 10th, 2021, it was postponed due to the global outbreak of COVID-19 pandemic in the United Arab Emirates (UAE).

Said Harvey Lister, ASM Global’s Asia Pacific Region (APAC) Chairman and Chief Executive, “This endeavor underscores ASM Global’s unwavering commitment to furthering our presence in the MENA region. Our pursuit aligns seamlessly with the UAE’s consistent expansion and pursuit of excellence within the live event sector. As pioneers in recognizing this potential within a rapidly expanding complex, we eagerly anticipate continued growth opportunities.”

The venue’s remarkable versatility allows it to cater to a wide range of events, ranging from summits, conferences and meetings to dynamic live-entertainment shows and exclusive corporate events.

Lister said C3’s significance extends beyond its offerings and will assume a central role in the company’s regional future operations and event schedule. The recent success in securing the management and operations rights for this venue by ASM Global not only sets the stage for the upcoming expansion plans within Expo City Dubai but also paves the way for the broader growth strategy within the UAE and the Middle East.

The other Middle East venues operated by ASM Global include Shakir’s Exhibition World Bahrain, Jeddah Arena Airport City and the International Convention Centre Jeddah Airport City.

The Exhibition World Bahrain is a stunning piece of architecture that embraces the rich Arabic art and culture within its design. An innovative, flexible and adaptable space that is able to cater to every type of event from large conventions and exhibitions to meetings, entertainment, concerts, gala, events, and celebrations.

Connected to the world’s spectacular King Abdulaziz International Airport (KAIA), the superbly designed International Convention Centre Jeddah Airport City entertainment precinct features Central Park style parklands, six international chain hotels, the Museum of Arts and Culture, retail shopping, food experiences, a family entertainment zone, and is home to global corporations. Opening in December 2025, this world-class venue will attract the attention of the world’s most prestigious convention, exhibitions and event organizers by offering a 3,000-seat auditorium, 15,000 sqm/160,000 sq ft of exhibition space, 2,000-seat Grand Ballroom, a Junior Ballroom, and 44 meeting rooms.

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