Beyond the City: How MOC27 Is Bringing a New Outdoor Lifestyle Festival to Dubai

John Andrew Camillo & Justyn Cánovas

Deepti Chandak in conversation with Justyn Cánovas, CEO & Senior Partner of MOC27 and JBCM Event Architects

What inspired you to create MOC27 ?

From our experience at outdoor lifestyle festivals, we knew they generate strong engagement, and we were surprised to see that Dubai didn’t have its own large-scale outdoor lifestyle festival, despite having the largest population base and being the centre for most outdoor businesses in the UAE.

We also saw that events were either trade exhibitions, music concerts or lifestyle festivals. As we often do at JBCM, we saw an opportunity to create something unique by combining them into one large festival that families, friends, professionals, businesses and brands could all enjoy and benefit from.

Why do you think Dubai is ready for a festival like this now?

The outdoor lifestyle, adventure and self-travel markets are growing exponentially in the UAE and globally. Especially given the current geopolitical and financial situations, more and more people are looking to get out of their apartments and city centres to explore and spend more time with their families on a budget.

We also see a large increase in outdoor activities, sports and hobbies. This, combined with the fact that many international concerts, events and trade shows are being cancelled or having their dates moved, means we believe now is the perfect time to launch something focused on local and GCC residents in our own country, giving them an opportunity to explore, learn and enjoy more, and a reason to get out.

Are you seeing a shift towards outdoor, adventure and experience-led lifestyles in the UAE?

As mentioned in the previous point, this is a growing market, and it has been so since the pandemic. Especially given the recent situation in the Gulf, we see more and more people looking to go to the desert, the beach, camping, hiking, staycations and eco-travel.

Even the UAE Federal Government has launched a large initiative to promote and build eco-tourism, local travel and the discovery of more than just the key cities in the UAE.

We also know that the experience travel market is now outgrowing the pure tourist travel market, and we will be the starting point for them each year.

What makes MOC27 different from a traditional automotive or outdoor show?

Traditional outdoor automotive shows tend to appeal to only one segment of the market or have a very niche focus on enthusiasts. What we have created in MOC27 is an auto show and festival that EVERYONE can enjoy. There is something for the entire family, every friend in the group and the super-serious enthusiasts as well.

We also have a very strong emphasis on learning and trying. Most auto shows involve walking around, where visitors are told not to touch and only to look. We actively encourage interaction with products through workshops, test drives, on-site training courses, TED Talks and experiential learning for the young ones.

Our goal is that not one visitor is allowed to leave without having learnt something new or tried it themselves, perhaps even getting a little dusty and enjoying some amazing food and conversations.

What opportunity do you see for brands and businesses in this growing outdoor lifestyle space?

There is huge potential for all brands in this space. With the general shift in people’s attitudes towards health, exercise, good eating and less screen time, the segment presents an opportunity for brands to show how they fit into this.

From automotive brands to activities, destinations, products, training, clubs and communities, this shift in lifestyles provides a platform for brands to engage with audiences and develop this space through MOC27.

What do you hope MOC27 will bring to Dubai beyond the four-day festival?

First, we hope it will inspire people to discover more about the UAE, beyond just the cities and the desert. We want to encourage families to go out and spend more time together in nature, and serious enthusiasts to explore even more than before.

Second, we want Dubai to become known for more than just the flash, the city and trade expos. We want it to become the centre for the GCC outdoor lifestyle movement and festivals.

Where do you see MOC27 and Dubai’s outdoor lifestyle scene five years from now?

Five years from now, we see MOC27 as the major outdoor lifestyle event in the region, both for businesses and trade, as well as for families and enthusiasts.

Dubai will develop and offer even more in the outdoor and activities space, beyond the usual desert tour and camp, from marine experiences to mountains, beaches and wadis.

As the IP owner behind MOC27, what does ownership of the concept mean to you, and how are you protecting and developing the identity, vision and long-term value of the festival?

Ownership of an IP means a wide range of things. It is not only about the brand, the concept and the logo, but also the very ethos of what it stands for, the true identity and vision of the IP.

It is also a large part of the administration, financial, legal and marketing aspects and, most importantly, the actual transition of that IP brand into a live, functioning, in-person festival. This means ensuring that the original IP is carried through into the live festivals and is not diluted or mixed up along the way.

Every day, we are making decisions to ensure that every single action, marketing element and experience stays true to the ethos of the IP, rather than simply ensuring that the logo is the correct colour.

Finally, it is about ensuring the future of the IP, both locally and internationally, growing it, developing it, adapting it for certain markets and ensuring it is not just one festival, but a full community of experiences globally, as a recognised brand.

Who is the naming sponsor of MOC27, and what made them the right brand to take on the naming partnership for the festival?

The Dubai Department of Economy and Tourism, through its arm, the Dubai Shopping Festival Auto Week, is the main sponsor behind MOC27.

We felt they were the right partners because it is not only about our event, but also about the wider automotive, tourism and development of the segment in Dubai and beyond.

We also believe their commitment to supporting and developing the outdoor lifestyle, activities and destinations is perfectly aligned with our vision and ethos.

Why was January chosen for MOC27, and how does that timing support the outdoor lifestyle experience you want to create in Dubai?

January was chosen for two key reasons. First, we wanted this to be the highlight of the outdoor winter season in the UAE, the main event in the middle of the season that everyone would come to for the season’s main gathering and product discovery.

Second, it was chosen for the weather, as it allows us to operate a full outdoor event with cool temperatures, a family-friendly atmosphere, and long days and nights of activities and entertainment.

I believe you are the CEO and Senior Partner at JBCM Event Architects, as well as the official IP owner of MOC27. Bringing a vision of this scale to life requires the right people behind it. Who are the key members of your team, and what roles are they playing in turning the MOC27 vision into reality?

Bringing an IP to life requires a lot of input from many talented people. As the main visionary and creative behind the IP, I rely heavily on my team and many other experts.

These range from creatives and designers, who assist in developing not only the IP but also in ensuring it is relevant to guests, to technical production teams, who turn that creative vision into reality and ensure it is feasible. We also have project directors who build out the delivery and experience, brand and marketing experts who develop the image, logo and messaging, legal experts for the IP and trademarks, and experts in local knowledge, culture and trends.

My partners, Gareth Haden, Miki Moreno and Mohammed AlAhbabi, along with many others, provide daily support and advice.

And finally, there is the family. It takes a lot to launch and deliver a major IP in a new country, and their support is the most valuable.

Also key is ensuring that you have the right local partners to deliver and produce the event on the ground. In Dubai, we have partnered with Oryx Signature, whose local experience, knowledge and contacts have proven invaluable in ensuring that MOC Festivals is an enormous success and is delivered with the utmost professionalism and engagement.