A vibrant fusion of music, theatre and playful energy unfolded at Expo City Dubai’s Jubilee Park on May 17, 2025, as Elrow Rowlympics returned to the UAE with an immersive celebration of sound and spectacle.
Drawing over 12,000 attendees, the event featured the "Rowlympic Games" theme, blending Roman-inspired visuals with immersive performances.
Attendees were served with a fusion of electronic music, elaborate stage designs, and high-energy guest interactivity, solidifying Elrow's reputation for delivering unparalleled festival experiences.
TGP Events & Catering was appointed to lead the full-scale beverage service across the venue, covering all bar operations, staffing, and service delivery for both general and VIP guests.
TGP was tasked with delivering a complete beverage solution across the site, operating 11 self-service bars and 3 VIP decks with table service.
A team of 272 front-of-house staff ensured smooth service, while 8 roaming hawkers equipped with Budweiser and water backpacks provided additional mobility and eased congestion at fixed bars.
All bar units were concentrated within Jubilee Park, enabling efficient back-of-house coordination and consistent guest access. Though the core drinks menu followed a classic festival-style format, a Johnnie Walker Ruby-themed bar offered a premium touchpoint that became a consistent draw for guests.
In line with the event’s sustainability targets, all cups used were either paper-based or made from compostable plastic, and Palmade straws were used across the site. No plastic cups or lids were distributed directly to guests.
Most guests arrived after 10 PM, with peak demand occurring between 10:30 PM and 1:00 AM, driving high volumes at the main bars. To maintain service flow, TGP teams managed real-time stock transfers between stations, prioritising the busiest outlets and VIP areas.
Roaming hawkers played a key role in relieving pressure from fixed bars while demand in the VIP area exceeded projections, with on-ground teams responding quickly to maintain availability and minimise disruption.
As TGP’s first engagement with Elrow in the region, the event set a new benchmark for live event beverage delivery within a high-energy, large-scale festival environment.