Lending some magic to lift up moods

Before coronavirus ground business to an agonizing halt, Dubai based business Pure Magic Exhibitions and Conference Organizing was a thriving event management agency, with 20 full-time employees, contract workers and vendor partners. Their business supports a wide array of events such as weddings, private events, fundraisers, conferences and corporate parties. Started in the year 2005 they have 15 years of experience managing events for some reputed organizations, hotels and associations in the UAE.

Recollecting the initial lockdown days, founder and Managing Director at Pure Magic, Errol E. Goveas tells us, “We had many events on our calendar listed for March and April until COVID-19 affected our workflow and everything came to a grinding halt on the 4th of March 2020.”

Like many other industries, the team saw an instant slowdown of work coming in. “We were looking for a project that would keep our team busy and also keep them sane, whilst being under lockdown”, says Errol. Realizing that the unfolding situation is not within their control, they began to identify talents and skills within their capacity and then ways to innovate & utilize these skills to serve the community in their own unique way.

The bunch was quick to spot an opportunity and “producers being producers” turned this chance opportunity into a non-profit community project. Errol and his team responded to the economic downturn by creating the ‘Webinar Tuesday’s’ virtual event series where they turned into a knowledge sharing platform focusing on the importance of community, collaboration and engagement. The aim was primarily to bring together experts from various industries to instill positivity and inspire people through the online series promoted on social media.