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Yas Island’s Club Social celebrates social media in food

Enjoy the latest food concepts at Yas Island’s new destination with a social media-driven weekend

The first edition of Club Social will focus on food, taking place April 27-28, 2018, and deliver a full weekend of dining, lounging, snapping, and social media posting on Yas Island. In a waterfront, interactive and picture-perfect space, Club Social encourages the UAE’s residents and visitors to discover new food offerings while they click, chat, and post.

The two-day event brings together food lovers and content creators through more than 15 food experiences, live cooking stations and workshops, beach retail and sports, performances, an outdoor beach cinema, and a moveable feast of post-worthy backdrops.

“Through delivering some of the region’s most memorable community events, we understand that half of the success of any destination or occasion is its presence on social media. Club Social enables us to create a new platform on Yas Island that is relevant for today’s social age – bringing the online community together in a fun, engaging real-time space for a weekend, celebrating quality content creators while poking light-hearted fun at some of the clichés found on social platforms,” said Ramzi Nakad, co-founder of event organiser, Brag.

In selecting food as the first of Club Social’s themes, research shows that food-related posts make up a quarter of all social media activity, with 69 per cent of millennials sharing photos or videos of food via their social channels, demonstrating the demand for new food experiences.

Brag has previously managed a number of the UAE’s most sought-after and high-profile events since 2010, including Rise Dubai Creek Harbour by Emaar, Fashion Forward, the Dubai Food Festival’s Beach Canteen, and Sole DXB.

Social media coverage has been a key factor in driving awareness of and attendance for these activations, which contributed to the thought process behind the creation of Club Social, Brag’s first foray into Abu Dhabi.

“As Abu Dhabi’s playground for adults and families, Yas Island is the ideal home for the new Club Social concept, and we’re looking forward to welcoming our frequent visitors and nearby residents as well as new guests to discover the latest food offerings at the first Club Social edition,” said Gerardo Llanes, Executive Director, Destination Management, Miral.

April 27 & 28, 10:00 AM – 10:00 PM; Free Entry

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