Re-Imagined and Updated C3 Facility Continues Company’s Expansion and Growth in Rapidly Developing Region

ASM Global, the world’s preeminent venue-management company and the leading global live-events producer, has secured venue operations and management rights for Connect Conference Centre — known as “C3” — becoming the second addition to the company’s Dubai portfolio that includes the iconic Coca-Cola Arena, which the company opened in 2019.

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Rendering courtesy of ASM Global.

It also joins what is already the largest portfolio of conference and convention centres on Earth.

Situated within Expo City Dubai, C3 has undergone an impressive repositioning following its previous life as the Opportunity Pavilion during the historic Expo 2020.

C3 is poised to assume a pivotal role in hosting a variety of meetings, conferences and cultural gatherings as part of the upcoming COP28, which will take place within Expo City Dubai from Nov. 30 to Dec. 12, 2023.

Sholto Douglas-Home, chief sales and marcomms officer, 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.”

Harvey Lister, ASM Global’s APAC chairman and chief executive, 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 recognizing this potential within a rapidly expanding complex, we eagerly anticipate continued growth opportunities.”

The venue’s remarkable versatility allows it to cater to a wide range of events, ranging from summits, conferences and meetings to dynamic live-entertainment shows and exclusive corporate events.

Lister said C3’s significance extends beyond its offerings and will assume a central role in the company's regional future operations and event schedule. The recent success in securing the management and operations rights for this venue by ASM Global 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.

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.

ABOUT ASM GLOBAL

ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management — delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents with a portfolio of more than 350 of the world’s most prestigious arenas, stadiums, convention and exhibition centres, and performing arts venues.

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