Ethara CEO maps out vision for new events company
The boss of Abu Dhabi’s new live entertainment powerhouse Ethara has shared his vision for the company.
Ethara officially launched earlier this month following the merger of state-owned promoter Flash Entertainment and Abu Dhabi Motorsports Management (ADMM).
Collectively, ADMM and Flash delivered hundreds of major events in the decade and a half since their inception, including the Formula 1 Etihad Airways Abu Dhabi Grand Prix, Yasalam After-Race Concerts and FIFA Club World Cup. News of their merger came weeks after European live group All Things Live launched a new operation in the Middle East, headed by veteran promoter Thomas Ovesen.
“Ethara means excitement, and that’s what we’re all about, we’re about delivering events and managing venues, and making moments that matter. That’s our focus,” CEO Saif Al-Noaimi tells Arab News. “So Ethara brings in 300 event and venue specialists under one structure and one umbrella and creates a capability that’s unrivalled in the region.
“If you look at the portfolio of what the team in Ethara has delivered over the 15 years in both ADMM and Flash Entertainment, we’ve delivered over 700 major events. We’ve had over 16 million attendees to these events over the last 15 years. And these are large global events.
“So, the capability that this team has, the experience, the expertise doesn’t exist [elsewhere], and creating this company Ethara brings all of that capability in-house, creates experiences, creates the ability to deliver to our guests and to our clients unrivalled experiences.”
“Bringing all these capabilities under one organisation gives us an amazing ability”
The firm will also continue to manage and oversee a portfolio of assets including Etihad Park, Etihad Arena, Abu Dhabi’s Formula 1 circuit, Yas Marina Circuit and the Yas Conference Centre.
“Yas Marina Circuit being the iconic Formula One venue, Etihad Arena, the largest indoor multipurpose arena. Etihad Park, the largest outdoor dedicated venue for concerts, and Yas Conference Center, a multifunction venue,” adds Al-Noaimi. “Bringing all these capabilities under one organisation gives us an amazing ability and we’re really excited to see what comes out of this.”
Foo Fighters, who will be making their UAE debut, Tiësto and Ava Max are the first three headliners confirmed for the Yasalam After-Race Concerts lined up for F1’s Abu Dhabi Grand Prix weekend at Etihad Park in November.
Ethara, which has a remit to “shape the future of events, entertainment and venue management throughout the Middle East and beyond”, also has offices in Dubai and Riyadh, Saudi Arabia.
“Both are very interesting markets for us,” adds Al-Noaimi. “Obviously, Dubai is right next door to us. And the kingdom is a growing market for events. What’s happened there in the last few years is unbelievable and very exciting. We want to be part of that growth in that journey.”
Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.
Abu Dhabi firms merge to form live powerhouse
Abu Dhabi’s state-owned promoter Flash Entertainment has merged with Abu Dhabi Motorsports Management (ADMM) to form new live entertainment powerhouse Ethara.
The companies have officially integrated their activities and operations, combining their expertise to launch Ethara, which promises to “shape the future of events, entertainment and venue management throughout the Middle East and beyond”.
With offices in Abu Dhabi, Dubai, and Riyadh, Ethara will be led by former ADMM CEO and Flash board member Saif Al Noaimi, who will be responsible for driving commercial expansion across new markets.
“By combining our strengths, we are perfectly positioned to make memorable moments that matter,” says Al Noaimi. “By integrating the activities and operations of two of Abu Dhabi’s pioneering entertainment and event management titans, Ethara will further establish the Emirate as an economic engine in the entertainment, event management, and sports industries, locally, regionally, and internationally.”
Ethara’s stated ambition is “to shape the untapped and unique opportunities in the live events space while continuing to deliver growth that has firmly positioned the Middle East on the global entertainment stage”.
“We have an unrivalled wealth of expertise, experience, knowledge and skills, which will propel Ethara’s success far beyond what either company could achieve alone”
“We have an unrivalled wealth of expertise, experience, knowledge and skills, which will propel Ethara’s success far beyond what either company could achieve alone – all powered by world-class creativity and innovation,” adds Al Noaimi.
Headed by CEO John Lickrish, Flash launched in 2008 and opened a Saudi headquarters in Riyadh last September. Collectively, ADMM and Flash have delivered more than 700 major events in the 15 years since their inception, including the Formula 1 Etihad Airways Abu Dhabi Grand Prix, Yasalam After- Race Concerts and FIFA Club World Cup.
Ethara – which translates as “thrill” in Arabic – will continue to manage and oversee a portfolio of assets including Etihad Park, Etihad Arena, Abu Dhabi’s Formula 1 circuit, Yas Marina Circuit and the Yas Conference Centre.
News of the merger comes weeks after European live group All Things Live (ATL) launched a new operation in the territory, headed by veteran promoter Thomas Ovesen.
Ovesen has more than 20 years of experience in the region, working at Dubai-based venues and promoters such as Coca-Cola Arena, 117 Live and Done Events before launching his own company TOP Entertainment. The partnership is the result of prior collaborations between TOP and ATL, as well as “a desire to fast-track long-term plans, increase synergies, and seize opportunities across the region”.
Read IQ‘s recent feature on the rapidly developing UAE touring market from the Global Promoters Report here.
Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.