Encouragingly, events are beginning to return across the region, which is significant given of the number of high-profile events set to be taking place in the Middle East in the next year or two. Tell us a little bit about some of the events you’ve been working on, and also some of those that most excite you in the near future.
We have just completed The 5th WCO Global AEO Conference for the World Customs Organisation, hosted by Dubai Customs, a virtual hybrid event with over 70 speakers and 4000 attendees from 157 countries. It has been interesting to see government entities embrace the way conferences have evolved over the past year, from virtual platforms and green screen production, to them being more hands on with operational decisions. I also worked on the DP World Tour Championship in December which focussed on making the event a success with strict Covid-19 protocols. This really was one of the first sporting events to restart the industry. It has been a learning curve due to so many changes in the way we work, especially with screening large numbers of people, having ‘athlete bubbles’ and social distancing measures.
As for the future, seeing Extreme E come to life and evolve. I love that it showcases the thrill of speed and high-performance vehicles, amazing destinations, and clean energy, and provides a platform to talk about climate science.
As a member of CSM’s Environmental Action Group, what attracted you to joining that team, and what role do you think sport and entertainment can play in creating a more sustainable future?
We work in an industry that has a huge environmental impact, from public refuse on event days, to temporary structures, printed materials, merchandise, labour and even specialist equipment that needs to be flown in. Events are also about giving attendees the best experience possible, and clients often want it done in the most cost-efficient way. Joining CSM’s Environmental Action Group is a way for me to do my part, to learn there are better ways of working and lots of industry solutions and causes out there that can only enhance the event experience.
It’s also great to know that as a global agency we are conscious of our impact, learning and understanding how far reaching it is and taking steps to make the necessary changes. We should all take pride in CSM receiving the Planet Mark recently and knowing that we’re heading towards B-Corp status.
When not at work, what would we find you doing?
I started CrossFit three years ago as a way of staying in shape and love the fact it tests the boundaries of personal fitness. I’m lifting weights heavier than I thought possible and pushing myself physically harder than ever.It’s also a great way to de-stress after a hectic day. In the cooler months here in Dubai (Oct – Apr) when it’s not like a hellfire at 48-50oC, I like to hike in the beautiful mountains of Ras Al Khaimah, SUP board in the mangroves or play a round of golf at one of the many top class courses here. It’s easy to forget I live somewhere that people come on vacation!