The Event Production Company

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The Event Production Company Over 30 years of award-winning event production expertise in the Middle East and Africa.

Driven by a team of passionate professionals and simply stated, The Event Production Company offers comprehensive event management solutions which leave lasting impressions. We have the expertise, talent and experience to conceptualise and co-ordinate any customized event or brand activation, making sure you meet your strategic objectives and leave your audience “wowed”. While our credentials include an enviable reputation, exciting 24 year track record and an impressive client base, our point of difference is that we take responsibility for our clients’ success; we’re on hand 24/7 throughout the duration of a project to manage quality control and to ensure that your event is extraordinary. The Event Production Company is a pioneer in the South African events industry and has produced many of the country’s biggest, most complex and most successful events. Headed up by the dynamic Karen Ashwin, the company is a proudly South African, multi-faceted business with a global approach to the work that they do throughout Africa. “We provide a wide and exciting range of services to both national and international clients who wish to communicate their corporate message to a targeted audience,” says Ashwin. Established in 1993, the company is currently positioned as the leader in corporate productions and event planning in southern Africa with high-profile accomplishments including Nelson Mandela's 85th birthday celebration bash, the glittering opening event of the World Summit on Sustainable Development and more recently, the Miss World Coronation Ball and the ING Renault F1 Roadshow - which saw the Renault F1 team drivers racing the F1 cars through the streets of Sandton at high speed. The Event Production Company is affiliated to ISES (International Special Events Society) and is linked to the very latest event management and technical data worldwide. The Company is a BEE LEVEL 2 CONTRIBUTOR, and has received this level of B-BBEE procurement recognition from the Emex BEE Management System. We pride ourselves on repeat business and believe that this endorsement from our longstanding clients speaks for itself.

The audience isn’t there to admire the production.One of the easiest traps in events? Falling in love with the thing we’...
16/09/2026

The audience isn’t there to admire the production.

One of the easiest traps in events? Falling in love with the thing we’re making.

The stage looks incredible. The tech is impressive. The creative idea is clever.

But the real question is:

What is the audience actually supposed to get from this?

If the goal is to build trust, launch a product, or change perception, the experience needs to be designed around that outcome.

Forrester’s 2026 B2B Events research reinforces the shift towards audience-centric experiences, with interaction and business outcomes at the centre.

The production matters. But it’s a means to an end.

So what is the experience actually there to achieve?

A perfectly executed event can still be forgettable.Because ex*****on isn’t the same as impact.The real question is:What...
08/09/2026

A perfectly executed event can still be forgettable.

Because ex*****on isn’t the same as impact.

The real question is:
What does the audience take away?

A new perspective.
A stronger connection.
A lasting impression.

Because the best experiences don’t just go according to plan.

They stay with people.

What makes an experience memorable to you? Let us know in the comments!

27/08/2026

When people talk about successful event destinations, the conversation often centres around iconic venues, luxury hotels or impressive skylines.

Those things matter.
But they are rarely the deciding factor.

One of the greatest competitive advantages a destination can have is being easy to visit.
Dubai is a strong example of this.

Its global air connectivity, modern infrastructure, integrated transport network and concentration of hotels, venues and business districts remove friction from the delegate journey. From arrival to departure, the experience is designed to be efficient, predictable and connected.

For organisers, that translates into something incredibly valuable: confidence.

Confidence that delegates can travel easily.
Confidence that logistics can be managed efficiently.
Confidence that suppliers, venues and infrastructure can support events at scale.

The lesson extends far beyond one city.

The destinations that continue to attract international business events are often those that make the experience feel effortless. They reduce complexity rather than adding to it.

That requires more than investment in venues.
It requires investment in airports, transport, accommodation, digital infrastructure and strong collaboration across the entire visitor economy.

Because delegates don't experience destinations in departments.
They experience them as one continuous journey.

The easier that journey feels, the stronger the destination becomes.
For the global business events industry, accessibility is no longer just an operational consideration.

It is a competitive advantage.

19/08/2026

At its heart, every great experience begins with understanding people.

World Humanitarian Day is a reminder that empathy is more than compassion. It is the ability to understand the needs, perspectives and experiences of others and to make decisions with those people in mind.

That principle extends far beyond humanitarian work.

In our industry, it influences how we design experiences, communicate messages and create environments where people feel welcomed, included and supported.

It is reflected in accessible venues, thoughtful wayfinding, clear communication, cultural awareness and programmes that recognise the diverse needs of every audience.

The most successful events are not remembered simply because they looked impressive, they are remembered because people felt considered.

As our industry continues to evolve, technology, creativity and innovation will remain important. But none of them replace the importance of designing with people at the centre of every decision.

Empathy isn't just a value.
It's a leadership principle.
And when we understand people better, we create experiences that leave a lasting impact.

On World Humanitarian Day, we recognise those around the world whose compassion, courage and commitment continue to improve the lives of others and we're reminded that every act of understanding, no matter how small, has the power to make a difference.

11/08/2026

One of the biggest mistakes organisations make is designing an event before defining what success looks like.

The venue is booked.
The agenda is drafted.
Speakers are confirmed.
Entertainment is discussed.

Only then does someone ask:
"What do we actually want people to leave thinking, feeling or doing differently?"

That question should come first.

Internal events are significant investments in people, culture and communication. Whether the objective is to align teams, launch a new strategy, strengthen leadership, recognise performance or embed organisational change, every element of the programme should support that outcome.

The desired business outcome becomes the blueprint.

If the objective is alignment, the programme should create opportunities for discussion, collaboration and shared understanding - not just presentations.

If the objective is building culture, employees need opportunities to connect with colleagues beyond their immediate teams. Culture is built through interaction, not observation.

If the objective is driving change, people need clarity, context and the opportunity to ask questions. Change isn't communicated through slides alone. It is reinforced through conversation and experience.

When the outcome is clearly defined, every decision becomes easier.

The agenda has purpose.
The content becomes more relevant.
The room layout supports interaction.
The technology serves the message instead of distracting from it.
Even the networking breaks become intentional rather than simply filling time.

Too often, organisations measure internal events by attendance, production quality or positive feedback.

Those things matter.

But the more important question is whether the event solved the business challenge it was designed to address.

Did teams leave more aligned?
Did leaders communicate with greater clarity?
Did employees understand the strategy?
Did behaviour begin to change?

Great internal events exist to move organisations forward.

When the desired outcome becomes the blueprint, the event stops being a date in the calendar.

It becomes a business tool.

09/08/2026

Behind every generation of progress are women who have challenged convention, broken barriers, nurtured communities and inspired those who follow.

National Women's Day is an opportunity to celebrate those contributions - not only the milestones that make headlines, but also the everyday acts of courage, resilience and kindness that shape families, friendships and communities across South Africa.

It is also a reminder that progress is never achieved by one generation alone. It is carried forward through shared experiences, mutual support and the belief that every generation can leave the next one with greater opportunity.

Today, we celebrate the women who have paved the way, those who continue to lead with strength and compassion, and the young girls who will shape the future.

💜 Happy National Women's Day 🇿🇦

05/08/2026

The events industry never stands still.

New technologies emerge.
Audience expectations evolve.
Production techniques improve.
Materials become lighter, stronger and more environmentally responsible.

As event professionals, our role isn’t just to know what’s available today. It’s to stay informed about what could improve tomorrow’s event.

Take exhibition and display materials as an example.

Not long ago, timber, MDF and PVC-based products were the default choice for many temporary builds. Today, we’re seeing innovative alternatives that challenge traditional thinking.

Materials such as Xanita Board, engineered from recycled paper, are demonstrating that temporary structures can be lightweight, durable, visually impressive and designed with reuse and recyclability in mind. Alongside innovations such as modular aluminium systems, reusable fabric graphics and engineered paper boards, they are expanding the options available to designers and producers.

Will every project use these solutions? No.
Should every client know they exist? Absolutely.

Being informed allows us to have better conversations about what is possible, balancing creativity, budget, practicality and environmental responsibility to find the right solution for each project.

Innovation in our industry isn’t only about embracing the latest technology.
Sometimes, it’s about asking a simple question:
“Is there a better way to build this?”

The best event professionals never stop asking that question, because every new material, process or idea has the potential to improve not only the experience we create, but the legacy we leave behind.

31/07/2026

Queues are often viewed as an unavoidable part of events.
But they should be understood.
Every queue is a signal.

It tells you where demand exceeds capacity, where processes create friction or where the guest journey isn’t flowing as intended. Whether it’s registration, coffee stations, transport, catering or venue entry, a queue is providing real-time feedback about the experience you’ve designed.

The instinct is often to add more people or open another service point. Sometimes that’s the right solution.

But the better question is: Why did the queue form in the first place?
Was the registration process too complex?
Did everyone arrive at the same time because the programme encouraged it?
Was signage unclear?
Were service points positioned correctly?
Did guests have enough information before they reached that point?

The best event teams don’t just respond to queues. They investigate them.
Every delay has a cause, and every cause presents an opportunity to improve future events.

Great event design isn’t about eliminating every queue. In some cases, a short wait is expected and perfectly acceptable.

The goal is to remove unnecessary friction, keep guests informed and ensure that waiting never becomes frustration.

The most successful events are often defined by what guests don’t notice.
They don’t notice bottlenecks.
They don’t notice confusion.
They don’t notice delays.

They simply move through the experience with confidence.
And that’s because the team behind the scenes listened to what every queue was telling them.

Address

Unit 35, Veneto By Nakheel, Dubai Waterfront, JAFZA
Dubai
476380

Opening Hours

Monday 09:00 - 18:00
Tuesday 09:00 - 18:00
Wednesday 09:00 - 18:00
Thursday 09:00 - 18:00
Friday 09:00 - 18:00

Telephone

+971581326888

Website

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