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ELR Events

Established in 2008 as a stand alone division, ELR Events is a dedicated stadia and events operation supported by ELR’s corporate resources and structure to deliver services to clients and partners previously unprecedented in the UAE.  The division has impressive plans to become the largest and most successful events and stadia service provider in the UAE and beyond.

The first locally owned and operated dedicated stadia and events division of its kind in the UAE, the team has extensive experience in delivery of first class, large scale events and hospitality contracts across the public and private sectors throughout the UAE and internationally.

With extensive local experience and knowledge ELR has a vast network of suppliers, partners and agencies working to best practice international standards together with a supporting corporate structure that lends expertise to our clients across Property & Contracts, Legal, Finance, IT, Human Resources, Logistics and Marketing.

This together with our exemplary track record in creating, managing and operating dedicated food, beverage and leisure service operations, offers our clients and partners a one stop shop that delivers professional executions every time.

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  • Dubai’s 1st dedicated Stadia & Events division
  • Extensive experience in delivery of first class large scale events and hospitality contracts across public and private sectors throughout the UAE
  • Extensive local experience and knowledge
  • Vast network  of suppliers and agencies, working to best practice international standards
  • Supporting corporate structure and expertise across Property & Contracts, Legal, Finance, IT, Human Resources, Logistics and Marketing
  • Exemplary track record in creating, managing and operating dedicated food, beverage and leisure service operations

  • Left Bank at The Dubai World Cup Races, March 2011
  • FINA Swimming Championships, December 2010
  • Dubai Rugby 7’s, November 2010
  • Race to Dubai, November 2010
  • Rod Stewart Concert, May 2010
  • Dubai World Cup Rugby 7’s March 2009 (35,000 public & 2,000 hospitality)
  • Grand Prix Formula 1, November 2009
  • Australian v. Pakistan Cricket Matches, Dubai (25,000 public)
  • Dubai Rugby 7’s, November 2009 (25,000 public & 600 hospitality)
  • Mini Rugby February 2009 (9,000 public)
  • The Dubai Air Show (16,000 public & 6,000 hospitality)
  • Dubai International Jazz Festival 2009 (300 VIP’s)
  • Dubai Autodrome Race Days
  • Dragon Boat Races
  • Dubai Marathon
  • Abu Dhabi Boat Show
  • The Dubai Air Show
  • Dubai Rugby 7’s November 2008 (50,000 pax)
  • Rugby World Cup 7’s, March 09 (Projected 54,000 pax)

The senior team draw not only on their experience from managing ELR’s fixed sites, but also from vast know how in managing and operating large stadia and sporting events around the world. These include the British Grand Prix, Ryder Cups, Open Golf’s, Royal Ascot & the Henley Regatta.

With the backing ELR’s corporate structure and dedicated food and beverage expertise in the region, ELR Events is able to offer its clients and partners a one stop shop that delivers professional executions every time.

Human Resources
Fully integrated HR division ensuring OH&S and staff training and development meets and exceeds international standards and best practice.

Work Force
With over 100 outlets ranging from QSR retail to high end licensed bars and restaurants, ELR has an immediately deployable workforce solution of over 1,000 staff, covering F&B managers, hosts, chefs, service supervisors and fully trained F&B line staff. ELR’s frontline workforce benefit from comprehensive training, development and audit programs with a dedicated emphasis on customer service excellence, local customs and food and beverage operations.

Ticketing Solutions
Experience in customising sales strategies and leveraging business partnership networks to maximize client/partner’s coverage and reach

Far reaching network of sponsorship affiliates and ability to leverage successful and tailored partnerships for clients

Sales & Marketing
Marketing  expertise and available support across sales, activity concepts, branding, signage, PR and communications

Bespoke Solutions
In-house design and fit out of food and beverage outlets for both permanent and temporary locations offers ELR clients unprecedented choice in creating their very own tailored F&B mix;

  • Creating concepts for specific locations and events
  • Event tailoring our own highly regarded commercial brands Costa Coffee, Left Bank, Apres, Good To Go & Hey Pesto
  • ELR Bespoke stadia brands - Alfie’s Pie Shop, Curry In A Hurry, Pauly’s Pizzeria, Snack Parlour, Spud”u”licious, Super Grill, The Fish & Chippy and The New York Deli
  • ELR offers beverage solutions working jointly with sister company MMI

Property & Legal
ELR’s legal and property teams have extensive experience in contract negotiation, application and management of statutory licensing and business permits across the GCC and a sound track record in building contacts and networks across commercial and statutory sectors locally.

Covering international operations, the Finance department are a team of highly skilled professionals who ensure statutory compliance, process disciplines and commercial acumen are all enjoyed within ELR. The team draw on personal experience gained in the Middle East, Asia, Europe and Australia with extensive experience within the food & beverage industry.

ELR Bespoke Stadia Brands

  • Alfie’s Pie Shop
  • Curry in a Hurry
  • Pauly’s Pizzeria
  • Snack Parlour
  • Spud "u"licious
  • Super Grill
  • The Fish & Chippy
  • The New York Deli

Tailored ELR and Partner Brands

  • Costa
    All of the best from the world famous Costa coffee
  • Good to Go
    The healthier option range of salads and sandwiches
  • Après
    An ELR bespoke restaurant & bar
  • Left Bank
    A sophisticated contemporary lounge, bar and restaurant
  • Baskin Robbins
    Quality Ice cream tubs and cones

Also read
  Our Business
  Board Member Profiles
  ELR Partnerships
  ELR Events
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Heineken Lounge Apres The Noodle House Costa Bedouinn’s Bistro The Retreat Hey Pesto Left Bank Bidi Bondi Beach House Cabana Veda Pavilion Barca Club ELR Events Hudsons Coffee Tuk Chop Al Areesh Club Jacks Bar& Grill Giraffe Heineken Lounge