The event we’re most proud of started with nothing but an idea and a location most people would have called impractical. 3alganoob, the music festival Karim Noor founded in the Red Sea region, is now an annual tradition that people travel for. Not because it was easy to build, but because the people around it, artists, guests and local partners, believed in it and kept showing up.

That experience, the real, unglamorous work of making something happen in a place that doesn’t make it easy is what we bring to every project. And it’s also what we teach.

What we do:

• Festival production — concept through execution: logistics, artist and vendor coordination, permits, site management, and the dozens of small decisions that determine whether an event actually works on the day

• Conferences & corporate events — including coordination at COP27, where the scale, scrutiny, and international complexity are about as demanding as events get

• Venue scouting & assessment — finding venues that fit an event’s actual needs, not just what’s available and convenient

• Remote and difficult-location events — Red Sea coastlines, desert sites, locations without city infrastructure. This is where most of my experience sits, and it’s genuinely useful when a project needs it

• Artist, supplier & authority relationships — built over years running 3alganoob, across a network that an outside company would have to build from scratch

• Storytelling & promotion — from social content to working with press and documentary crews, the narrative around an event matters as much as the logistics

Crew & volunteer training – before the event:

One of the most overlooked parts of event management is what happens before the first guest arrives: whether the people running it actually know what they’re doing. We offer pre-event training workshops for event crews and volunteers, covering the full event management lifecycle in practical terms — goal-setting, planning and budgeting fundamentals, on-site coordination, risk assessment and contingency planning, crisis communication, health and safety protocols, and post-event evaluation. The goal is a team that doesn’t need to be managed through every decision on the day because they already understand the bigger picture and their role in it.

Whether it’s a music festival, a corporate gathering, or a one-off event in a location that needs someone who’s worked in complicated places before the standard stays the same: build it properly, brief the people around you, run it on the ground, and make it happen.