The Show Must Go On
Shady Fayad and Nathalie Rahal, co-founders of companies including ICE Events, discuss some of their biggest events, their attachment to Lebanon, and how their adventure began.
How did you meet each other and what were you both doing at that time?
Nathalie: We met around 16 years ago while we were working as volunteers at the NGO, Enfants de Lumiere. We shared the same passion for social work and became close friends directly.
Shady: At that time Nathalie had already created Amareyn, a company specialized in designing and creating outstanding weddings. I was a senior art director at Team Yong and Rubicam. We started our partnership a year later with ICE Events. I handled the creative side and Nathalie handled the management and client aspects.
Nathalie: Since then, we have successfully created several other companies. One is an events space called The Legend Venue, which is located on an historical site and considered one of the top event venues in Lebanon. Another is an 18,000 square-meter production company that offers everything required to set up an event, from grandstands and stages, to wood and steel factories.
Shady: And today our newest addition is H Hookah, a factory based in Georgia that produces high-quality shisha tobacco molasses and shisha products.
Where did the inspiration come from to set up an events business and step away from your former careers?
Nathalie: Several things played an important role in this decision. At that time, the events market was almost non-existent, and we saw clear potential to create outstanding things. And we were right, because today these events are key drivers of tourism across the region.
Shady: We had a vision and a passion for creating beautiful events from scratch, so we wanted to pursue that dream and bring it to life.
“Events represent hope, life, and joy. It is an industry that will never die.”
In the early days, how did you start developing the business and grow your client base?
Shady: I can honestly say, we have rarely had one-time clients. Our clients are loyal and this loyalty is due to our unique creative hub, where we present different ideas and concepts every year, taking into consideration our clients’ identities. We work relentlessly and with high professional standards—our events are extremely well organized.
Nathalie: We go into every single detail to ensure each attendee enjoys their experience and the event itself. We are also personally present at all of our events, alongside our team, to make sure everything runs smoothly. We have built a trustworthy reputation throughout the years, and when you give your all to a client, you win their loyalty.
How has the COVID-19 pandemic affected the events industry?
Shady: In this industry, our aim is to get people together, to produce festivals with thousands of attendees, to organize gatherings. All this completely stopped when the pandemic began. Events were organized on Zoom calls and countries worldwide banned gatherings.
Nathalie: Events represent hope, life, and joy. It is an industry that will never die. Today, as vaccine rollouts increase, we see demand for events re-surfacing and we promise our clients and followers that we will get back to delivering unforgettable and impactful experiences.
What are the current trends shaping the events industry?
Shady: The trends in this sector change every couple of years. For example, we have handled destination weddings, international artists at festivals, technologybased events in corporate companies, sports and martial arts events with federations, and so on. This variety is what makes the sector so different and you always have to change your style to stay in style.
Nathalie: Every country also has its own unique character and preferences. We create our concepts and ideas around this, taking into consideration not only local people’s needs, but the impact requested from every client. So, if the target is to attract tourists from neighboring countries, then our strategy differs from the approach we would take to an event with a local focus.
You have produced events for many international artists. Who have you enjoyed working with and do you have any new star-studded events in the pipeline?
Shady: We have produced concerts for international artists from around the world, and we have loved every single one of them: Andrea Bocelli, Shakira, Imagine Dragons, Kendji, Mikka, Jason Derulo, Zaz, Johnny Hallyday, Chris de Burg, Michel Sardou, Magida, Jessy J, The Voice, and so many more. The list is long, and we are looking forward to producing several new concerts in the fourth quarter of 2021 and throughout 2022 for great international stars and shows. We will be advising our followers of the list and dates in due time.
Why do you think ICE is a leader in events production in the Middle East? What are the core values that make it so successful?
Nathalie: We have worked extremely hard to place ICE among the main leaders in the industry. We have an amazing team that supports us, we work some 20 hours a day, and it is a combined effort between the 100 experienced people who work with our group, sharing their positive input and adding value to our success story.
Shady: We are proud to say that our core values are to work with integrity, with honesty, and with professionalism, while maintaining a healthy work ambiance. Innovative ideas and creative work using the most up-to-date technologies are also at the top of our check list.
Looking ahead, what are your goals?
Nathalie: To grow regionally in the coming few years, making Lebanon proud of the events we create. And to succeed in launching our newest factory project, H Hookah.
Shady: To always set the standards very high and try to help restore Lebanon’s status as a unique destination in the Middle East. Lebanon has so much potential, it just needs someone to give it the proper chance. After the tragic Beirut blast, we will strive to create a blast of hope and culture in our beautiful country.