AlUla Development Company, a Public Investment Fund company, has signed a three-year partnership agreement with Live Nation Arabia, a leading live entertainment company in the region, to manage operations at its Maraya venue.
Live Nation Arabia says Maraya, the world’s largest mirrored building, offers an iconic blend of architectural and natural beauty.
The agreement aims to cement the venue’s position as a premier entertainment hub, hosting a wide range of events including concerts, cultural performances, exhibitions and conferences. Live Nation Arabia will also oversee a variety of operational functions at Maraya.
Fabien Toscano, CEO of AlUla Development Company, said: “We are excited about the next phase of our partnership with Live Nation Arabia.
This collaboration signifies our commitment to preserving, enhancing and showcasing AlUla’s natural beauty and rich heritage.
Maraya’s top-tier audio-visual facilities combined with Live Nation’s international operational expertise–set the stage for unparalleled events and new standards for entertainment in the heart of AlUla.
In terms of promoting the venue to attract global and regional viewers, Live Nation Arabia plans to make the venue shine.
“Our regional promotional strategy for Maraya focuses on the venue’s unique versatility,” said James Craven, President of Live Nation Arabia.
“The mirrored building is capable of hosting a wide array of events, which enables us to target diverse demographics, making Maraya an attractive destination for many different audiences.
Our strategy involves leveraging diverse marketing channels to spread awareness and generate excitement, with the goal of establishing Maraya as the most unique and must-see venue in the region,” Craven said.
Maraya’s soon-to-come outdoor concert space will offer event planners in the region an opportunity to promote their brand at the venue.
Craven said: “This unique feature allows the theatre stage to rotate and face the outside, enabling us to host events in an open-air environment.”
“With this innovative design, Maraya can now accommodate up to 2,000 guests. This expansion not only allows for larger audiences but also opens up the possibility of hosting a greater variety of events.
Additionally, we are working on the RCU Winter At Tantora campaign, which will have a strong focus on concerts and will feature exciting talent coming to Maraya.
These new additions and campaigns are set to make Maraya a vibrant hub for cultural and entertainment events,” Craven said.
