Really Big Side Shows

Citing Prudential’s sponsorship of The Rolling Stones‘ recent show at the Venetian Macau and Singapore Airlines’ presentation of the Taiwan supergroup Mayday at next September’s F1 Singapore Grand Prix concert, a recent article in CEI Asia makes a case that Asian presenters are seeing success in attracting interest in such “corporate hospitality” arrangements.

One of the leaders in the field is Hong Kong’s AsiaWorld-Expo, which includes a 14,000-seat hall. It has presented shows by Blur, The Killers, Linkin Park and Avril Lavigne as parts of packages for sponsors and exhibition partners.

The facility has a team in place that works specifically with concert promoters, production companies and ticketing firms. The Venetian even has an in-house production company that can work with any entertainment entity, including movie studios like DreamWorks.

“Concerts, shows and other events all need to be inserted into an agenda that makes sense for the client,” a representative of the casino resort told CEI. A Riviera Events representative said this sort of synergy is especially important in the China market, where interaction with entertainers is extremely important to make events go smoothly.