The FOUNDER

Dan Bolton Of Experiential

Experiential marketing, also known as XM, engagement marketing, or ground marketing, has become increasingly popular in many sectors. This marketing approach involves creating a hands-on experience for the customer that is both interactive and memorable. We spoke to Dan Bolton, Founder of Be Experiential about his startup journey. BE is a Dubai-based events business.

How did you become a Founder?

In 2015 I was working with a leading agency in the UAE and after eight years with that company, I decided that it was time to move on and pursue a freelance career working in the events industry across the UAE and beyond.

Little did I know that in three short weeks, the opportunities would take off and I would need to hire the first team member to support me with the projects we were working on.

Like any start-up, we literally began the business from the kitchen table, and this is where the business was born. Fast forward to 2023, we now have an umbrella group called Echo that supports and leads four unique brands and businesses that all work within the entertainment, events and media industries - employing almost 75 full-time staff and an army of freelancers on hundreds of projects annually.

Why the events business?

I fell into it completely by accident. Upon leaving high school I began a career as a circus performer travelling and appearing at venues across the UK and Europe.

Needless to say, my parents were rather surprised by this career choice. And to get a “proper job”, I also worked with the agency as a booking agent, before moving into the world of business development & client engagement. I left them and the UK at the end of 2007.

Was that always an ambition of yours?

I always had an interest in events, in particular largescale events.

I remember watching the opening ceremony of the Barcelona Olympics in 1992 and told everyone that one day I would attend an opening ceremony, finally making that dream come true when I travelled thousands of miles to attend the opening ceremony of the 2000 Sydney Olympics when I was 18 years old.

I clearly remember watching that show live, hearing the music, feeling the energy from the audience, and watching the spectacle unfold in front of my eyes. I knew this was an industry I wanted to be part of and that, not content with only attending and watching a ceremony, I would work on delivering one in the future and did in Athens 2004 and London 2012.

Why Dubai?

I really do believe that everything happens for a reason. In the summer of 2007, my partner was offered a job in Dubai and asked if I would like to go. Hesitant at first, I finally decided that this was an opportunity that I could not resist and packed a bag before landing a few months later.

Dubai was booming then and had a small events and entertainment scene. I was fortunate enough to be able to secure a job with an agency the minute I landed and as they say, the rest is history. 15 years later I’m still here and we continue to work towards evolving the events, entertainment and media industry in a country that has provided us with so many incredible opportunities and allowed us the platform to build and grow the companies we have today.

What was your business plan at that time? Where did you find the resources to get started?

The truth is I never had a business plan. I had never done business before. This was all new to me and even to this day I still feel I learn something every day.

I have always been resourceful and utilised the network I had built over 10 years to support the business in getting started. My friend created my branding. Another friend a website. Other friends supported me financially to secure all the legal requirements to operate. I was and continue to be extremely fortunate to be surrounded by supportive peers who help ensure the business achieves the successes and ambitions we have.

Now we have multiple companies across the group, it’s impossible not to have a business plan. And towards the end of last year, I secured the support and services of a business advisor who has helped me put in the place the corporate structures, strategies, and reporting practices that the companies need. This has been revolutionary and really helps set a clear vision, purpose, and direction.

In day-to-day business, it’s very easy to get distracted. So having a plan and strategy in place, that everyone agrees with, ensures that we remain on track and continue the journey together.