Russell Partnership Consulting were engaged as the sole food and beverage master planner for the MDLBEAST Soundstorm event. The brief was to construct and deliver a world class food and beverage experience in line with MDLBEAST’s ambition to be one of the world’s biggest and best music festivals.
MDLBEAST’s flagship festival, Soundstorm took place from 16th-19th December 2021 just outside Riyadh with an estimated capacity crowd of 500,000 over 4 days. MDLBEAST is a multi-sensory, multi-stage experience, showcasing local and international talent. A feast for the senses, festival visitors enjoyed the most innovative, immersive experiences in world-class music, arts, culture and food and beverage in one single venue.
Russell Partnership Consulting’s strategy delivered 130 food and beverage vendor outlets for the main arena plus separate hospitality for the 10,000 VIP / VVIP areas. Russell Partnership Consulting delivered a spectrum of local and international food experiences and commercial opportunities spanning main sponsorship deals, operational planning and delivery, logistics, design, contract engagement and management oversight for the entire event.