ANALYSIS / RACING INCENTIVES However, Cavallo says more options are
needed. “Planners are always on the lookout for different venues – any new venue that is fresh and attracts their target group, but motor sport venues in the region are quite limited.” Impact has worked on numerous events based
Left: Dubai Autodrome
Bottom: biz-events' F1 challenge
“In recent years, new infrastructure has arisen
that is capable of competing with global hot spots, making this an emerging niche segment within our planning and operations.” Abu Monassar adds that such venues also offer
back-stage opportunities for glamorous and excit- ing events. “They do offer many creative options in F&B for corporate dinners branded with different concepts,” he says. The Vision has worked on a number of motor
sports corporate events, with clients from the insur- ance, banking and automobile segments. “Motor sport corporate events are not yet a big share of our teambuilding activities, but they have been tested successfully,” Abu Monassar remarks. Dubai-based DMC Impact Event & Destination
Management also calls on the novelty factor for driv- ing business at motor sports venues. According to Managing Director Alberto Giancarlo Cavallo, cor- porate event planners are now looking for venues that are a departure from the classic hotel meeting room.
at motorsport venues. “We have offered motor sport venues for events such as sales meetings, kick-off events, international car launches and various others. We have developed very suc- cessful concepts where the venue supported the company's strategic objective and key message, whether to accelerate business results or energise performance,” Cavallo explains. Putting a unique spin on track-based activi-
Anwar Abu Monassar
ties, local company biz-events was called in to create a team-building event for all Formula 1 race-day volunteers ahead of last year’s Abu Dhabi Grand Prix. Biz-events chose an event that brought to life work on the track with their Flat Out Formula 1 event. Designed to test the com- munication skills, collaboration and resource- fulness of the team, groups were charged with constructing an almost full scale Formula 1 rac- ing car in kit form. Working from detailed construction plans,
each team had to turn a ‘flat-pack’ kit of materi- als into a cardboard driving machine and, at the same time, create human horsepower. The end result saw the volunteers taking to the track to race their vehicles. From flat-packed racing cars to hotel-inspired
corporate functions for thousands, racing circuits are pulling out all the stops to ensure a steady stream of corporate business during their off- season. The region’s DMCs and event planners are jostling for poll position to ensure their clients get the adrenalin-fuelled event they crave.
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