Middle East’s #1 Cultural Tourism, Attractions, Leisure & Entertainment Show

05 - 07 April, 2020 | Atlantis, The Palm, Dubai, United Arab Emirates

Conference Day Two: Tuesday, 07 April 2020

8:30 am - 9:30 am Registrations & Networking

9:30 am - 9:35 am Opening Remarks by IQPC

9:35 am - 9:40 am Opening Remarks by Chairperson

Patrick von Sychowski - Editor & Co-Founder, Celluloid Junkie

Patrick von Sychowski

Editor & Co-Founder
Celluloid Junkie

9:40 am - 10:00 am International Keynote Presentation: Expanding Your Entertainment Brand into New Countries & Regions

AMC, the worlds’ biggest cinema chain which made history in April 2018 with the screening of Black Panther which also ended a 35-year ban on public cinemas in Saudi Arabia are expanding further into KSA through a partnership with Saudi Arabian sovereign wealth fund, the Public Investment Fund (PIF).

Learn from experts how they managed to bring theatres to cinephiles all over the world, boasting 10,400+ screens across 905+ theatres as well as their plans to expand further into new countries and regions.

10:00 am - 10:20 am Panel Discussion: Generation Z Offers New Hope to Shopping Malls & Entertainment Hubs – What Are They Offered in Return? Is That Good Enough to Keep Them Interested?

Guillaume Darlix - CCO – Retail, Aswaq Management
GenZ’ers are just entering their prime spending years and looking to shake up the retail market as they acquire their purchasing power. GenZ’ers 16 to 21 in the US spend an estimated $143 billion a year, according to a 2018 report from Barkley. According to a survey done by the National Retail Federation (NRF), 76% of this generation said that physical stores are their preferred purchasing channel that provide better shopping experience despite all the love for online shopping. How do you ensure that you attract this generation and their newly found spending habits? Discuss the best strategies to move your focus from millennials to the upcoming generation Z

Guillaume Darlix

CCO – Retail
Aswaq Management

10:20 am - 10:45 am Regional Case Study: Strategies to Attract Footfall All Year Round – Transforming into a Truly Multipurpose Entertainment Destination

Guy Ngata - CEO, Coca-Cola Arena
Lessons learned and how to implement these strategies into your destination


Guy Ngata

Coca-Cola Arena

10:45 am - 11:05 am Session Reserved for Viva Ticket

11:05 am - 11:20 am Refreshment & Networking Break

11:20 am - 11:30 am Expo Hall Opens to Public

11:30 am - 11:50 am Presentation: Boosting Profitability Through the Extensive Use of Customer Analytics

Guillaume Thfoin - Head of Data & Analytics, Majid Al Futtaim
The use of customer analytics has become vital with immense impact on performance. 50% of organisations that use customer analytics to gain valuable insights are likely to outperform their competitors. Judicious use of data analytics is the main reason for Netflix’s success. They collected several data sets from their 139 million subscribers to recommend movies and TV shows based on subscribers’ preferences which in return lead to an impressive customer retention rate of 93% compared to Hulu’s 64% and Amazon Prime’s 75%. What can be learnt from this? How to use customer analytics to deliver personalised and innovative products and services in order to maximise revenue?


Guillaume Thfoin

Head of Data & Analytics
Majid Al Futtaim

11:50 am - 12:10 pm International Case-study: Tracking Footfall Using Sensors for Future Strategies and Business Intelligence: Learnings From F1

Matt Roberts - Director of Research & Analytics, Formula 1 (UK)
For a sport running on data for years, Formula 1 has just recently started to use fans as a source of data for business intelligence strategies, future partnerships and sponsorships. Sensor technology piloted by F1 has enabled research on fan engagement, experiences, anonymous movements and activations, enabling the organisers to create better experiences in the future and precise reports for sponsors and activations

  • Gain insights on the data tracking project from the man behind it
  • Engaging fans, enhancing activations and understanding trends from fan footfall tracking sensors enabled by Wi-Fi
  • How stadiums can use similar projects to increase partnerships and engagements


Matt Roberts

Director of Research & Analytics
Formula 1 (UK)

12:10 pm - 12:35 pm Country Spotlight Session: Bahrain – Unveiling Latest Developments and Investment Opportunities Which Reaffirms Bahrain’s Position as a Growing Tourism and Entertainment Destination

Debbie Stanford-Kristiansen - CEO, Novo Cinemas
Bahrain has invested more than $13 billion in tourism projects as part of an infrastructure development scheme, according to data from the Economic Development Board. This includes the world’s largest underwater theme park which will redefine underwater entertainment industry. The park will feature a sunken Boeing 747 (the largest aircraft to ever be submerged) as its headliner attraction. 2019 also saw the biggest Latin American cinema chain, Cinépolis open a 13-screen cinema, including Bahrain’s first-ever junior theatre and 4D E-motion viewing experience. Experts share the stage to provide updates on the latest developments and future opportunities.


Debbie Stanford-Kristiansen

Novo Cinemas

12:35 pm - 12:50 pm Country Spotlight Session: Oman – Implementing Steps Aimed at Taking Oman to The Next Level in the Entertainment and Tourism Sector

Mireille Shouaib - CEO, Lunar Cinema (Oman)
A vast number of key projects aimed at achieving the country’s ambitious goals are in various stages of development across Oman. These developments will play a major role to facilitate the economical and tourism development in the Sultanate. A massive shopping mall sprawling across 71,442 sq. meters of land will gratify all the shopping needs ranging from fashion to lifestyle products. A hypermarket, food court, shops and other family entertainment options will add elements of entertainment. Besides Sur Gate, Oman has 2 other big mall projects in the pipeline. Cinema giants are realising the potential Oman has to offer which is why Cinépolis plans to open two more cinemas in Oman in 2019 as part of the long-term plans to further expand across the region. What are the latest projects coming to Oman and how is this influencing the industry in the region?


Mireille Shouaib

Lunar Cinema (Oman)

12:50 pm - 1:10 pm Country Spotlight Session: Kuwait – The ‘Golden Age’ for Tourism, Entertainment & Leisure Industries

Avijit Yadav - CEO, Tamdeen Mall Management (Kuwait)
The country is stepping up to a new age of tourism by developing and operating world-class entertainment and leisure facilities set to be ready by 2022. With recent increase of developments in other GCC countries, the region’s tourism has been stagnating but there are plans in place to increase this again. This summer, the government announced upgrading plans for Entertainment City, which will include a variety of new attractions for local and regional visitors. Kuwait is not trying to compete with Dubai or Saudi Arabia on the international entertainment scene and is keen to offer something a bit different. The country is also the home to new mixed-use malls and top class cinemas.


Avijit Yadav

Tamdeen Mall Management (Kuwait)

1:10 pm - 2:10 pm Lunch & Networking Break


2:10 pm - 2:40 pm How to Design a Tech-Enabled Retailtainment Hotspots of the Future?
Sayra Berirmen - Head of Digital Innovation, Reem Mall
How will technology & innovation deliver a digital retailtainment destination?


Sayra Berirmen

Head of Digital Innovation
Reem Mall


2:40 pm - 3:10 pm Safety First! How to Ensure Customer Safety?
Sam Whittam - Chief Operations Officer, Bounce Middle East
The safety of customers is extremely important to ensure high quality experience. Theme park rides are becoming fasters & malls are becoming bigger & higher while engineers are not compromising on safety. New technologies have emerged to improve safety strategies. How can we keep improving the safety of customers with the latest design trends and technology available?


Sam Whittam

Chief Operations Officer
Bounce Middle East


3:10 pm - 3:30 pm Integrated Facility Management Is Key to Designing, Operating & Maintaining a Successful Destination
Andrea Deutschbein - Director FM - Soft Services, Emaar
Facility Management has become a vital part of the ecosystem. Insights shared into the journey of integrated facility management which should start already at the design stage and continue during the final operation of a retail and entertainment destination


Andrea Deutschbein

Director FM - Soft Services


2:10 pm - 2:40 pm How to Attract Kids to the Cinema in UAE & KSA? – Beyond Just Animation Content
April Mendoza - Head of Commercial - GCC, Cinépolis Corporativo
Latest kids’ cinema coming to KSA will feature jungle gym with slide and ball pit as well as bean-bag seating, emphasising the importance of kids in the journey to keeping cinemas alive. Kids are the future of entertainment - how can we innovate to ensure that children stay attracted and intrigued?


April Mendoza

Head of Commercial - GCC
Cinépolis Corporativo


2:40 pm - 3:10 pm Delivering a Retailtainment Destination Built Around Its Customers’ Needs – Festival Plaza’s Journey
Melissa Wingfield - Regional GM of Retail Marketing, Al-Futtaim
Al-Futtaim has conducted extensive market research to identify their customers’ needs and Festival Plaza was born. The mall is centered around the customer demands and customer experience. What did they discover about the regions’ customers? What challenges were they faced with? What have they learnt?


Melissa Wingfield

Regional GM of Retail Marketing


3:10 pm - 3:30 pm Deconstructing Innovation – With the Aim Improve Customer Experience
Kartik Raj Rewar - Strategy and Digital Innovation Lead, Emaar
  • The mathematical definition of innovation
  • Customer led vs organisation driven
  • How has retail innovation changed over time?
  • Where is EMEA in innovation journey?


Kartik Raj Rewar

Strategy and Digital Innovation Lead


2:10 pm - 2:40 pm How Can AV Design and Integration Set You Apart from your Competitors?
With everyone increasing their AV efforts to attract and retain customers, you need to offer that X-factor and keep innovating on regular basis. When developing and building a new destination, how can you design stateof- the art AV systems and integrate it all together to blow your customers mind?


2:40 pm - 3:10 pm Cinema Screens Are Becoming Bigger and Better – What’s to Come?
Arpan Dutta - Head of Operations, Empire Cinemas KSA (Saudi Arabia)
Gone are the days of standard cinema screens. Cinema exhibitors now have so many options to choose from. What is best for your audience? Should we move from laser to LED? Costing & Power Usage Difference? Should ticket prices increase with new innovation?


Arpan Dutta

Head of Operations
Empire Cinemas KSA (Saudi Arabia)


3:10 pm - 3:30 pm 3D Projection Mapping – Can it Get Any Better?
Experts are innovating to create even better projections than already available. Questions remain, how is this managed in back office? How is content created in this format? What is next for the content created? What budgets are available for these projection projects?


2:10 pm - 2:40 pm Can F&B be as Much of an Attraction at your Destination as the Entertainment, Rides, Retail & Films?
Darren Tse - Commercial Director - Concessions, Expo 2020
Entertainment destinations are loved for their rides, live shows and merchandise amongst other attractions. But, they are also becoming well-loved for their F&B options which are straying beyond the basic food groups. How ambitious should your F&B menus be? How to cater to vegans and vegetarians? What to consider when theming your F&B offers according to the attractions?


Darren Tse

Commercial Director - Concessions
Expo 2020


2:40 pm - 3:10 pm Food Safety and Quality – How Can Entertainment Destinations Ensure That the Safety and Quality of Their Food Adheres to Standards & Regulations?
Is digital transformation the answer? Digitalisation of your food safety and quality process can assist with tracing the issue, carrying out the daily process control and record keeping, equipment buying testing and maintenance, food vehicle monitoring, pest management, food supplier management, certification management and laboratory testing. Is it needed for entertainment facilities? How can blockchain technology be used in food safety and quality?


3:10 pm - 3:40 pm Your F&B must be “Instagrammable”. Is This the Next Big Smart Marketing Trend?
Word-of-mouth marketing is being replaced by photo-of-post marketing. If customers are impressed with your F&B options, décor and furniture they will post about it, it will attract their friends and your marketing cost is basically nothing. Smart marketing in the context of an F&B outlet is to spend the least amount of money to gain the most revenue as possible. How to encourage user generated content?

3:30 pm - 3:30 pm End Of Conference Day Two