The London native outlines the huge undertaking the Abu Dhabi Grand Prix is every year
For Adam Millward, the journey from an early career in UK football stadiums to overseeing the high-stakes world of hospitality at the Abu Dhabi Grand Prix/Formula 1 Etihad Airways Abu Dhabi Grand Prix has been filled with unexpected turns.
Now the Events & Hospitality Director at Ethara, the organisation responsible for all food, beverage, and hospitality operations at the Abu Dhabi Grand Prix, Adam combines his 20 years of industry experience with a passion for creating unforgettable dining moments.
“It’s funny to think about where I started,” he laughs, recalling his freelance days. “I worked in all kinds of venues back then; football stadiums, hotels, event catering sites. I was drawn to the energy, the fast pace of it all.”
But it wasn’t until he started working with Aspire in 2009, which was awarded the catering contract for Abu Dhabi’s inaugural F1 Grand Prix, that he caught his first taste of the motorsports world.
“Being part of that first Grand Prix here was incredible. None of us knew then how massive it would become. But looking back, it’s clear that it was the start of something transformative, not just for the city but for me, too.”
Abu Dhabi’s Grand Prix is no ordinary event, and neither are its fans. With over 170,000 attendees flooding into Yas Marina Circuit across the weekend, the diversity and sheer volume of people provide a unique challenge that Adam and his team relish.
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When the London native took over the reins in 2016, he had a team of four around him. This support network has expanded exponentially to over 30 staff members now delivering hospitality events at Ethara; the company who are also looking after the highly-anticipated Coldplay gigs in January as operators of Zayed Sports City under their new venue management brand OVG Middle East.
It’s this challenge that has led Adam and his team at Ethara to create an array of dining experiences that go beyond typical race-day fare.
“It’s about bringing the same energy and thrill of the race to the dining areas, whether that’s through interactive food stations, pop-up restaurants, or partnerships with Michelin-rated chefs.”
Maintaining quality at such a high volume is no small feat, but Adam’s attention to detail is evident across every level of Ethara’s operations. From the VIP lounges to the general concessions, every aspect is planned to precision for customer experience.
“We’re serving thousands of meals every day of the event, and we refuse to let the scale compromise the quality,” he says. “It’s not just about feeding the masses. We want each meal to feel memorable and distinctive, whether you’re grabbing a quick snack between laps or sitting down to a multi-course meal in a VIP suite.”
For Adam, partnerships with UAE-based vendors and internationally recognised chefs are crucial to Ethara’s mission of creating an unmatched culinary experience.
“Bringing in these partnerships allows us to elevate the menu and give fans something they might not expect at a sporting event,” he says.
This year, Ethara has once again teamed up some very illustrious food and beverage brands, elevating the standards once more. Some of these include Nobu, Hakkasan (Michelin star), Estiatorio Milos, Ce La Vi, Il Borro, Mayabay, Alici, Opa, The Maine, Go Han, Ninive, Roka and the latest addition COYA.
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