ASM Global eyes MENA growth through new Dubai venue deal

Dubai’s C3 venue

Featured image credit: ASM Global

ASM Global said it is targeting significant growth in the MENA region after being named venue operations and management rights holder at Dubai’s C3 venue.

ASM has taken over the running of Connect Conference Centre (C3) just weeks before it plays host to meetings, conferences and cultural gatherings at the COP28 global meeting within Expo City Dubai in November and December.

The Connect Conference Centre (C3) has undergone a major repositioning following its previous life as the Opportunity Pavilion during Expo 2020. Developed with flexibility in mind, the venue is able to cater to a wide range of events from summits, conferences and meetings to live entertainment shows and exclusive corporate events.

C3 becomes the second addition to ASM’s Dubai portfolio that already includes Coca-Cola Arena, which opened in 2019.

Harvey Lister, ASM Global’s APAC chairman and chief executive, said C3’s significance extends beyond its offerings and will assume a central role in the business’ regional future operations and event schedule. He said the partnership 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.

He said: “This endeavour 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 recognising this potential within a rapidly expanding complex, we eagerly anticipate continued growth opportunities.”

Lively hub

Sholto Douglas-Home, chief sales and marcomms officer at Expo City Dubai, said: “A distinctive, adaptable space, 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.”

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