Colin Farmer
Riyadh,Saudi Arabia
Summary
Accomplished professional with expertise in major events and festival strategy, destination and tourism-led programming, and sports tourism. Demonstrates proficiency in liaising with government, authorities, and multi-agency entities to ensure seamless execution of international team activations. Skilled in collaborating with international promoters and rights holders while maintaining strict adherence to safety, security, and regulatory compliance. Proven track record in budgeting, P&L management, and ROI optimization. Adept at leading senior teams towards achieving strategic objectives within the tourism sector.
Overview
16
16
years of professional experience
Work history
Director of Operations
King Fahad Cultural Centre, Live Nation Middle East
Riyadh
12.2024 - 12.2025
- Responsible for operational readiness and delivery of high-profile concerts and cultural activations within a government-facing national venue, ensuring world-class standards, regulatory compliance and long-term operational sustainability
- Lead end-to-end operational planning for major concerts and cultural programming
- Manage multi-agency coordination with licensing, police and government stakeholders
- Develop SOPs, safety frameworks and legacy operating models
Associate Director – Portfolio Operations & Development
Saudi Entertainment Ventures (SEVEN)
Riyadh
09.2023 - 12.2024
- Supported development of a national portfolio of large-scale entertainment destinations aligned with Vision 2030, shaping operational models, business planning and event-ready design for future major events.
- Led operational input into business planning, pricing strategy and footfall modelling
- Worked across 10+ complexes to establish shared services and operating standards
- Collaborated with design and delivery teams to ensure event-ready venue design
- Facilitated stakeholder engagement sessions to gather insights and align project objectives with organisational goals.
Director of Operations – Maraya, AlUla
Live Nation Middle East
Saudi Arabia
01.2022 - 08.2023
- Led operations for the world's largest mirrored concert hall, a flagship cultural tourism asset, delivering international concert programming within a remote, high-profile destination.
- Delivered international concert programming including the RCA Concert Series
Operations Director – Zayed Sports City
Abu Dhabi Entertainment Company
Abu Dhabi, United Arab Emirates
05.2013 - 11.2019
- Led operational delivery and activation of one of the Middle East's largest mixed-use sports and events destinations, translating government and corporate strategy into world-class event delivery and sports tourism outcomes.
- Delivered FIFA Club World Cup (2017 & 2018), Asian Cup 2019 and Special Olympics World Games
- Designed and operationalised an off-season international football training tourism programme attracting 40+ global teams
- Worked with hotels, tourism bodies and government stakeholders to drive visitation
- Supported activation to 1.8m annual visitors and 228 public events
Senior Operations Manager
Abu Dhabi Entertainment Company
Abu Dhabi, United Arab Emirates
05.2010 - 12.2013
- As Senior Operations Manager, I supported the operational delivery and activation of Zayed Sports City during a period of transformation, working closely with senior leadership to embed major event capability, operational standards and multi-agency coordination across national sports facilities and public venues.
- Supported delivery of national, international and government-led events across the Zayed Sports City estate
- Worked with police, civil defense, municipalities and regulators to establish safe, compliant operating frameworks
- Played a key role in building the operational foundations that enabled subsequent growth in major events and sports tourism
Education
Bachelor of Arts (Honors) - Design Practice
University of Salford
Manchester, United Kingdom 09.1995 - 6 1998
Bachelor of Technology - Design Practice
Falmouth College of Arts
Cornwall, United Kingdom 09.1994 - 6 1995
Skills
- Major Events & Festival Strategy
- Destination & Tourism-Led Programming
- Sports Tourism & International Team Activations
- Government, Authority & Multi-Agency Liaison
- International Promoters & Rights Holders
- Budgeting, P&L & ROI
- Safety, Security & Regulatory Compliance
- Senior Team Leadership
REFERENCES
- Barry, Bremner, President, Sports Entertainment, Arts & Culture, Qiddiya Investment Company
- Ewen, Macleod, Senior Executive Director, Asset Management, Qiddiya Investment Company
AWARDS & RECOGNITION
SPIA Awards – Best Sports & Entertainment Venue (Middle East), Abu Dhabi Entertainment Company (Zayed Sports City), 2012–2018
SIGNATURE EVENTS & MAJOR ACTIVATIONS
- Global & International Rights-Holder Events
- FIFA Club World Cup (2017 & 2018)
- World Wrestling Entertainment (4 international events)
- Presidents Cup Finals
- Televised international football matches
- National & Government-Led Events
- UAE National Day Celebrations
- National Sports Day
- Major Public Festivals & Touring Entertainment
- Monster Jam
- Nitro Circus
- Taste of Abu Dhabi
- Sunset Music Festival (3 editions)
- Jazz Attack Festival
- Mass Participation & Community Engagement
- Etihad Junior Rugby Festivals (6 editions)
- Spartan Stadium Games
- Abu Dhabi Corporate Games
- Family Festivals
- Corporate Family Days
Timeline
Director of Operations
King Fahad Cultural Centre, Live Nation Middle East
12.2024 - 12.2025
Associate Director – Portfolio Operations & Development
Saudi Entertainment Ventures (SEVEN)
09.2023 - 12.2024
Director of Operations – Maraya, AlUla
Live Nation Middle East
01.2022 - 08.2023
Operations Director – Zayed Sports City
Abu Dhabi Entertainment Company
05.2013 - 11.2019
Senior Operations Manager
Abu Dhabi Entertainment Company
05.2010 - 12.2013
Bachelor of Arts (Honors) - Design Practice
University of Salford
09.1995 - 6 1998
Bachelor of Technology - Design Practice
Falmouth College of Arts
09.1994 - 6 1995