Dubai: The UAE sure knows how to throw party … or a high on octane and decibel shows. Mega events crowd the calendar, either ones that primarily have a localised significance or global pop stars strutting around in the arenas of Dubai and Abu Dhabi.
Fireworks, lasers, supersized video screens are all thrown into the mix to make it even bigger than the one that came out before. It is getting to be ‘spare no expenses’ kind of situation.
But it could well be time that closer scrutiny was kept on events-related costs. “It is true that an ever increasing demand for high quality services and concepts has led to an inevitable rise in operating costs,” said Safwan Al Roufai, Chief Operating Officer, Prisme International., the specialist events company whose track record includes the Burj Khalifa opening and the recent launch of services by Dubai Tram.
“The number of events that Dubai and Abu Dhabi now host each year is so high that the peak season is desperately crammed. This trend has also had an impact on the costs.
“One of the major issues that the current scenario presents in the ‘commutation’ clutter that affects the message and attendance at events. This is followed by securing the desired venue and the ensuing rise in costs.”
There are other reasons why costs have escalated, not least the insistence from the organisers that anything they put up has to trump what everyone has put up.
In other words, “the frequent demand for events driven by innovation and technology,” as Al Roufai puts it. “This integration of conventional tools with new technology comes at a cost that can be managed … but not avoided.”
So, is trying to a clamp on costs acutely impossible in the current scenario? “Companies are keen on finding ways to contain costs while also creating a memorable event,” said Al Roufai. “Keeping in mind the objective, scale and nature of the event, from the conceptualisation phase itself, we are focused on developing smart solutions that help us bring the original concept to life with reduced costs.”
This focus on cost control is carried into the phases involving the technical study and production, “where we “value engineer” our production process to make sure the right amount from the budget is invested in key areas that help us effectively communicate the core message of the event,” said Al Roufai.
Interestingly enough, the cost of mounting a “mid-sized’ event has not shot up in recent years. The increase, according to Al Roufai, has been slight “due to two key factors — first being the market slowdown as a fallout of the global recession that affected the events industry. There was also a cap on rising costs during this phase.”
And at the top tier of the events extravaganza, organisers and conceptualizers are starting to look beyond fireworks, lighting and time lasers.
“It is true these were the main ‘eye catching’ elements, especially in our region, and till today some companies still opt for this artistic direction when creating and delivering events,” said Al Roufai. “This approach has provided the entertainment value … however it is falling short on delivering the hoped for return on investment.
“Events are experiences that put the audience in an immersive environment … should be communicating to this audience and at times the audience should communicate back. The novelty factor in our regional market is creating these long lasting experiences and not just relying on the bells-and-whistles.
“From a technology perspective, video platforms are the new medium of engagement, visual communication and artistic creation. Coupled with interactive technologies, this platform is set to be the Wow factor over the next few years.”
