Coca-Cola Arena shopping fests replace concerts in Dubai: 'We will keep the lights on'

Dubai: When you think of the Coca-Cola Arena in Dubai, the first image that comes to mind is often a live concert: lights flashing, music reverberating through thousands of fans, and the thrill of a packed crowd. But understandably, in uncertain times due to regional conflict, the iconic venue is pivoting and hosting a major shopping festival this week. The five-day sale Big Clearance Sale by CBBC (Concept Big Brands) will be held at his venue from April 1 to 5.

“Even though concerts were down, our local market remained strong,” says Mark Jan Kar, General Manager of Coca-Cola Arena, in an interview with Gulf News.

“Shopping, hospitality: it’s the low-hanging fruit. Come in, spend a couple of hours, have a nice coffee, pick up a bargain or two, and life continues.”

Traditionally, the arena is best known for live concerts and sporting events. The 17,000-capacity Coca-Cola Arena has hosted massive sold-out concerts, including Maroon 5, 50 Cent, Martin Garrix, Alicia Keys, Chris Brown, and K-pop acts, in the past.

“But we are a multi-purpose venue. A good 30 per cent of our business is actually corporate activities: real estate launches, film sets, fashion shows. Part of our mix is shopping events. We really do everything.”

For Mark, concerts remain central to the arena’s identity, yet adaptability is now key.

“The first initial phase is reactive,” he explains.

“Some shows that can be rescheduled, we work with partners and stakeholders to do that. Unfortunately, some shows have cancelled because they’re on world tours. Our priority is to keep the lights on, keep people motivated, and lead by example.”

The arena’s role in the city goes beyond entertainment: it’s about contributing to Dubai’s economy and community.

“We’re a big asset to the city, both in entertainment and attractions. We have responsibilities to continue to improve and drive the economy where possible. Protect roles. Everything has to move, and we are fortunate to play a part of that,” Mark says.

The shopping festival provides a clear example of how residents’ confidence supports the city.

“My daughter dragged me to Primark’s opening,” Mark laughs.

“I volunteered because I had to see with my own eyes. A couple of thousand people had the same idea. It’s a small blip, but it shows confidence in the city.”

Dubai’s faith in its own resilience, he explains, is what keeps venues like the arena moving forward.

“Even with turmoil abroad, you have faith in Dubai. Residents may travel, but millions remain here. Seeing events like the World Cup or Primark busy restores a sense of normalcy and optimism.”

So as a leader, how is he keeping the morale high amid uncertain times?

“Transparency is key. There’s nothing worse than providing positivity and then three weeks later saying a role no longer exists. Explain steps, thought processes, potential next steps. It helps build confidence and trust, even in difficult times.”

While the arena explores new avenues like shopping and hospitality, Mark also encourages other entrepreneurs and venue operators to think and operate strategically.

“Learn your customers. What are your customers today may not be your customers tomorrow. Know your products, your spaces, and learn to talk to new customers. And trust your gut, it’s another brain. If something doesn’t feel right, don’t just sit there. Do something.”

Even with scheduled events drastically reduced—from 22 planned in April to just three—the arena maintains momentum.

“Even if it’s down to three from 22, it’s still three. Focus on success rather than loss. It’s not COVID. It’s different. But the arena continues to serve residents, maintain its spaces, and prepare for the bounce back.”

The Coca-Cola Arena also remains open to creative, audacious ideas -- from community fitness sessions and movie screenings to hosting 'big Bollywood-style' weddings.

“We’ve never done a wedding, and it’s on the bucket list,” Mark says with a laugh.

“The idea is to keep conversations going and keep the arena active, even if productivity isn’t at 100%.”

Mark’s parting advice captures the ethos of the arena and the city alike: “Stay resilient. Learn to pivot. Think responsibly, act responsibly. Follow your gut. Protect your business and your people. And whatever it takes—keep moving forward.”