There was no resource in place to open the venue. The first band (an international act) was booked and scheduled to play in November 2021. There were no venue documentation and certainly no venue Standard Operating Procedures (SOP) Manual.

The primary objectives were:

• Fully map all the venue operating procedures
• Develop the venue supply-chain infrastructure
• Establish consistent revenue streams to ensure sustainability and growth

Strategic Approach:
International Venue Management (IVM) fully assessed the venue and the destination – and from that fact-find could utilise their global venue management experience to deliver a meaningful venue strategy for the Al Dana Amphitheater.

Action Steps: 

• Map the venue and provide the full operational guidelines for the different content going into the venue
• Provide the methodology for securing the right and efficient supply chain
• Provide the financial management infrastructure to assess profitability by event type

Quantitative Outcomes: 7 sell-out events (70,000 tickets sold) in the first 3 months and continued success

Qualitative Outcomes: a framework was delivered to manage the venue that is still utilised today