With 15 years of leadership in entertainment, Ethara has thrilled over 16 million customers with iconic events
Ethara, born from the integration of Flash Entertainment and Abu Dhabi Motorsports Management (ADMM), celebrates its first year.
With 15 years of leadership in entertainment, Ethara has thrilled over 16 million customers with iconic events.
Recognised with 100+ awards, Ethara’s portfolio spans sports, music, and cultural events across Abu Dhabi, Dubai, and Riyadh.
Managing venues like Yas Marina Circuit and Etihad Arena, they host the Formula 1 Etihad Airways Abu Dhabi Grand Prix, Yasalam After-Race Concerts, World Supercross, and the Middle East’s largest triple A music concerts, and much more.
Please discuss the integration process between ADMM and Flash Entertainment and how the integration has shaped Ethara’s current operations?
The integration process between ADMM and Flash Entertainment has brought together two established powerhouses in Abu Dhabi’s entertainment scene. ADMM, known for its Formula 1 venue, and Flash Entertainment, with years of event expertise, merged naturally but – like with any integration of two companies – optimal cohesion took some time.
However, their combined strengths and a team of 300 experts have led to significant progress. Under CEO Saif Rashid Al Noaimi’s direction, processes have been optimised, resulting in a highly successful first event season and the most successful Formula 1 event in history.
This integration has shaped Ethara’s operations by leveraging collective expertise, ensuring continued growth and success in the entertainment industry.
What were some of the biggest challenges and milestones during the first-year post-integration?
Some of the biggest challenges during the first-year post-integration were integrating two independently operating companies and aligning their processes.
It took time to figure out how to work together effectively. However, with each team member excelling in their roles, we successfully determined who does what and how.
Now, a year post-integration, we’ve achieved significant milestones, emerging successful in our collaborative efforts.
How do you manage and motivate your teams during the high-pressure periods leading up to major events?
Managing and motivating teams during high-pressure periods requires a dedicated and cohesive group.
Our event projects department excels in project management for each event, and the team thrives under pressure because they work seamlessly together.
We have about 15 experts who focus on specific projects, ensuring top-notch delivery. Collaboration is key; marketing, operations, and all aspects are integrated into the full delivery process.
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Passion drives our success, as everyone is deeply committed to our goals. Despite the months of behind-the-scenes work, the reward comes when we see thousands of people enjoying the events we’ve meticulously planned and executed.
This shared passion and commitment keep the team motivated and successful.
Can you share insights into the collaborative efforts between different departments within Ethara?
The collaborative efforts between different departments within Ethara are essential for the success of our events.
Departments such as event operations, marketing, and the commercial team, along with the event programmes department, work closely together on every aspect of our projects.
Additionally, our legal and finance teams play crucial roles in ensuring that all aspects of our events are managed effectively.
Collaboration is key, as projects of this scale require the expertise and input of everyone involved to achieve our goals.
How do you prepare for potential crises or emergencies in large-scale events?
Preparing for potential crises or emergencies in large-scale events is a top priority for us.
We have a business continuity team dedicated to developing and implementing plans to handle various scenarios.
This includes conducting risk assessments, working closely with the police and other government entities, and ensuring all stakeholders are onboard.
Despite meticulous planning, unexpected issues like weather conditions or artist delays can occur.
For instance, we once had a DJ arrive late from Dubai, requiring us to arrange a last-minute helicopter transport.
Flexibility and quick thinking are key in managing such situations, and our experience and preparedness help us navigate these challenges effectively.
How do you envision the future of event management evolving, and what role do you see Ethara playing in that future?
The future of event management is poised for continued innovation and creativity. As competition grows and standards rise, simply delivering good events is no longer sufficient.
Every festival and event must strive to be the best, pushing boundaries and exploring new ideas. Ethara is committed to this direction, constantly challenging ourselves to think differently and find unique approaches.
Our goal is to constantly reinvent the wheel, pioneering new ways of event management that haven’t been explored in the region before. While this path is challenging, we see it as an exciting opportunity to shape the future of event management and set new standards for excellence.
ETHARA AND SUSTAINABILITY
Ethara is setting new standards in environmental sustainability with a series of impressive achievements and initiatives, underscoring their commitment to a greener future in the events and entertainment industry.
FIA 3 Star Accreditation
Ethara’s Yas Marina Circuit has been recertified with the FIA Three-Star Environmental Accreditation; the highest recognition given by FIA. This recertification highlights Yas Marina Circuit’s commitment to environmental performance and sustainability, aligning with Formula 1®’s plan for sustainable events by 2025 and Net-Zero Carbon by 2030.
ISO Accreditations
Yas Marina Circuit received ISO 20121 for Sustainable Event Management and ISO 14001 for Environmental Management, recognising the circuit’s planning, delivery, and operational standards.
United Nations Sports for Climate Action
▶ In 2022, Abu Dhabi Motorsports Management, now under Ethara, became the first regional entity to pledge to the Net Zero initiative by the United Nations Sports for Climate Action.
▶ Ethara aims to reduce Greenhouse Gas Emissions by 50% by 2030 and achieve Net Zero GHG emissions by 2040.Sustainability Measures
▶ Yas Marina Circuit installed a track-wide LED lighting system, reducing lighting load by 33%.
▶ Staff uniforms at Yas Marina Circuit and Etihad Park are made from recycled plastics.
▶ A ‘plastic-free’ initiative has been implemented in the Media Centre, Paddock, Pit Lane, and Team Villas since 2022.
▶ The Abu Dhabi GP at Yas Marina Circuit has been powered by a 75kW solar panel and battery storage solution since 2022.
▶ Ethara’s first solar-powered car park, with a capacity of 1MW, provides up to 40% of daytime power consumption throughout the year.
Visit ethara.com to find out more
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