Al Tareq Al Amer interview: Keeping Yas on the right track

Martyn Thomas 14:11 03/04/2014
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  • The Formula One Abu Dhabi Grand Prix continues to go from strength to strength. This year’s event will the biggest yet with 60,000 fans expected to descend on Yas Island for the end-ofthe- season race, which will be worth double the points for the teams.

    As the new CEO of Yas Marina Circuit, it is Al Tareq Al Ameri’s job to ensure that the sixth edition of the race weekend passes off as smoothly and successfully as the previous five.

    Having assumed the role earlier this year from Russia-bound Richard Cregan, Al Ameri – who previously headed the company’s commercial department – has had a couple of months to acclimatise to his new role.

    Sport360°’s Martyn Thomas caught up with the 34-year-old this week as tickets went on sale for the November 20-23 race to find out how he has settled in.

    How easy has it been to step into your new role as CEO?

    Definitely there is more responsibility, but it is more of the same you might say. I was with the commercial team before and we have to develop and bring innovation to the circuit. We have to keep that momentum as we proceed.

    How big of a step up has it been and did you receive help from Richard Cregan before he left?
    Of course, Richard Cregan was a mentor to me and I respect him highly due to his vast experience in the motorsport industry. Our relationship will continue together as we move forward.

    What has been your biggest challenge since taking on the new role?
    The challenge was always there. This industry is unique and the dynamics of it are fluid. So the challenge is there to try and get the depth of insight but it’s an interesting challenge. When you come to the circuit every day to perform your job, that in itself is a dream.

    As someone who wasn’t involved in motorsport before you started working at the circuit, what attracted you to the sport?
    Keeping Yas on the right track It’s a unique industry. I’ll be honest the mechanism behind it is not fully understood. So it’s intriguing to have a depth in understanding of how certain things work together. But I keep motor-heads very close to me, just to give me that insight into that world. But it’s definitely an exciting industry and a very challenging one.

    Do you have a favourite track or venue that you have been to since you started working in the industry?
    I think each venue has a unique proposition. I have attended most of them so far and I enjoyed every one of them. Each one has its own unique proposition, as Abu Dhabi has. I wouldn’t want to pick a favourite track.

    What do you think has been behind the success of the Abu Dhabi Grand Prix, as every race has been a sell-out?
    I have to pay tribute to the partners and stakeholders who organise this event. There is a big team behind this and it’s not just us alone in this. The proposition of the race itself is unique and exciting.

    Myself, I was not a motorsport guy [before I joined Yas Marina Circuit] but the first time I attended an F1 race I got hooked.

    It’s an exciting event and I can understand why people have so much passion about it.

    This year’s race in Abu Dhabi will feature the new double points system. Do you think that will create extra interest in the event, and was it a factor in increasing the capacity of the circuit?
    It’s definitely going to create more interest but our plans to increase the capacity were there from before because there was a huge demand that we saw in 2013. And it’s just about us trying to accommodate as many fans as possible to come and enjoy the event.

    You have also introduced the Friday-only Grandstand ticket this year. What was the reason behind that?
    This was part of the planning from our commercial department to try and offer more to the public. We are just trying to accommodate different types of fans and spectators in the venue and that is one way to appeal to more people.

    F1 is very important to the circuit, but there has always been a drive to host more events outside of the grand prix. How happy are you with the current calendar?
    Our calendar has been getting more and more packed and interesting. There are a lot of events happening at the moment.

    We accommodate both corporate and retail markets. We have our MICE (Meetings, Incentives, Conference and Exhibitions) business, motorsport club initiatives and the Yas Racing Series, with which I think we are going to offer a new championship.

    The details are still under cover at the moment but we are pushing to the market some hints as to what is going to happen in the upcoming season.

    Tickets for the Formula One Abu Dhabi Grand Prix are on sale now and are available online at www.yasmarinacircuit.com and through the Yas Marina Circuit Call Centre (800 927) as well as through all Etihad Shops and www. ticketmaster.ae

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