By Sergey Larin, Producer at EventMania
How Our Idea Was Born
EventMania is more than just a festival for me. It’s a passion project born from a clear need in the event industry. We felt the market lacked a single, powerful platform where professionals could meet, close deals, find partners, and exchange expertise. Our goal was to build a true business accelerator for the industry.
While similar events have existed in Russia for over a decade, we set out to introduce and establish this culture in Dubai. We wanted EventMania to be more than just another gathering of event planners. It had to be a space where creativity and practical expertise converge, where new ideas are born, and where everyone can find inspiration to create truly remarkable events. As a result, all participants are featured on the Party Platform, a digital catalog for our festival.
EventMania 2024: My Perspective
I vividly recall September 9, 2024, when we opened the doors to the first EventMania festival in Dubai. We chose the new ballroom at Arjaan by Rotana Dubai Media City, and I ensured every detail reflected our vision.
From the entrance, guests were welcomed by exhibition booths, larger-than-life puppets, stilt walkers, and interactive photo zones that set the tone for creativity and innovation. The 360-spinner and photo booth worked non-stop, instantly providing participants with branded photos and videos to share.
At the heart of the festival was the Event Labyrinth. In just 90 minutes, 30 participants pitched their services to 150 potential clients in a dynamic speed-dating format that proved to be a real breakthrough. Alongside this, 18 exhibition booths showcased suppliers ranging from equipment rentals to 3D cake creators. I was impressed by the creativity and professionalism on display, which gave attendees access to a broad range of services and talent.
Interactivity was another highlight. Our podcast studio, where anyone could record an interview and receive branded video content for social media, was a huge success. Participants enthusiastically created their own fragrances, explored the secret of our signature scent, consulted astrologers, had caricatures drawn, and even built their own digital avatars. All of these experiences were designed to make the festival unforgettable.
The show program delivered an hour and a half of nonstop energy, featuring jugglers, beatboxers, cover bands, and illusionists. The day concluded with networking and a prize draw from our partners, the perfect finale. Seeing more than 300 event industry professionals forge new connections was, for me, the most important outcome. Our goal had been achieved.
Plans for 2025: Scaling Up and New Horizons
EventMania 2025 is the next step, an even more ambitious and innovative project. It will take place on September 9, 2025, once again at Arjaan by Rotana Dubai Media City. My goal is to welcome 500 guests, significantly surpassing last year’s attendance.
The Event Labyrinth, which proved so successful, will remain our flagship format. I’m confident it will once again enable participants to effectively pitch their services to 150 potential clients. The exhibition area will expand to 30 booths, giving visitors even more opportunities to explore unique offerings.
The podcast studio will return, and the show program will be brighter and more diverse. We are also dedicating more time to speakers. The stage will transform into a platform for Event Marketing 360°, a block of 11 TED-style talks where experts will share insights on key industry topics:
- Marketing and Sales in Events: From first contact to closing deals, covering client psychology, CRM systems, and multi-touch sales funnels.
- Innovation and Creativity: Exploring budget-friendly creativity, AI and automation, experience design, and content as an asset.
- Modern Trends: Addressing ethics, inclusivity, ESG, team-building, freelance collaboration, and personal branding in the event industry.
For me, EventMania 2025 is not just a festival. It’s a strategic platform for business development, building partnerships, and staying ahead of industry trends. We see tremendous potential for companies aiming to enter the GCC (Gulf Cooperation Council) market, and we invite them to participate. EventMania is the ideal entry point to establish a presence, find clients, and make an impact at the start of the season.
EventMania is only just beginning. I invite everyone to become part of this exciting journey.
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