Head to Head: Provocateur

Provocateur's director of operations and marketing & events manager discuss the Dubai nightlife venue
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Provocateur was the first US nightlife brand to enter the UAE market, located at Four Seasons Resort Dubai
Provocateur was the first US nightlife brand to enter the UAE market, located at Four Seasons Resort Dubai

Provocateur director of operations Guillaume Ferraz and marketing & events manager Zanetta Al-Bu-Saidi discuss the Dubai nightlife venue.

What makes Provocateur special in comparison to its competitors in the market?
Guillaume Ferraz: Provocateur is the first dedicated electronic music venue in the city. It follows in the footsteps of its New York incarnation by providing a global location to enjoy proper music for its international guests.

Zanetta Al-Bu-Saidi: Provocateur consistently attracts a sophisticated crowd of models, socialites and the international well-heeled. It also has one of the best sound systems to ensure our music nights guarantee amazing sounds all-round.

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How do the front-of-house and back-of-house teams support each other?
Guillaume Ferraz: Our diverse, young and hardworking team wants the venue to be a success, so we ensure any issues are dealt with in a highly professional manner.

Zanetta Al-Bu-Saidi: We are a very small and close-knit family, and we give each other huge support, both inside and out of work.

How do you ensure the outlet is busy and profitable?
Guillaume Ferraz: We are constantly updating and seeking new projects in order to keep exciting our customers, and to keep the venue’s offering fresh.

Zanetta Al-Bu-Saidi: It is in our nature to ensure that every customer who walks through our door enjoys the full experience, leaves happy, and then returns again and again.

What are the biggest business challenges you face?
Guillaume Ferraz: As with any business, competition is the biggest challenge, therefore we are always looking for ways we can improve.

Zanetta Al-Bu-Saidi: Newer venues with well-known brands are opening in Dubai all the time, so we always need to be ahead of the game.

What does the future hold for Provocateur?
Guillaume Ferraz: We have a very strong brand that we are strengthening while looking to open other venues in the future.

Zanetta Al-Bu-Saidi: Provocateur would like to continue its legacy and be the best nightclub venue in town.

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