Life Is Not a Rehearsal, We’re Here for a Good Time

Exclusive interview with Tony Truman, Co-Owner, O Beach Dubai

O Beach Dubai blends Ibiza’s energy with Dubai’s luxury. What inspired you to bring the iconic O Beach brand to Dubai?

The inspiration was just purely the global expansion of the brand.  We felt Dubai was the perfect destination for this move, as the city’s hospitality sector has exploded over the last 10 years on all fronts.  If you want to be recognised internationally, Dubai is the obvious choice, with so many of the world’s best brands based here.

How does O Beach Dubai redefine luxury leisure, and what makes it stand out in a competitive market like Dubai?

We wanted to elevate our brand, especially in the aesthetics of the actual venue itself. Dubai is the epitome of high-end luxury, so we knew we had to create a venue that embodied this luxury, but also one that was durable to withstand big, fun party nights. We’re a bit different from most beach clubs here in that we offer a high-energy daytime vibe as well as a lively nightlife experience. Many places are much calmer and more tranquil during the day. We also put on extravagant daytime shows that are unlike anything else in the market.

Ibiza is known for its vibrant energy and iconic beach club scene. How have you adapted this concept to cater to Dubai’s audience?

This has been a constant work in progress.  We are literally adapting every day and week to local market trends, and it’s been very much a big eye-opener even to seasoned professionals like myself and our team. In life, you never stop learning and the last six months have been a learning trajectory for us.

You have decades of experience across hospitality, events, and nightlife. What’s the secret to creating an unforgettable guest experience?

A few key ingredients are essential for me: treat all your customers the same, regardless of their status. We live in a world dominated by excessive VIP culture, but I honestly believe anyone who has made an effort to come to your venue should be treated equally, regardless of their spending power. Choosing the right staff is also critical – they must understand the values and DNA of your business and be on the same page, and they should be selected for their abilities and personality, not solely on looks. The relationship between staff and customers is vital, as it contributes to an unforgettable experience. Finally, pricing is also key – customers should never feel that what they paid wasn’t value for money.

Events play a significant role in creating hype for beach clubs. What exciting events or activations can we expect at O Beach Dubai this season?

We have tried to bring a bit of a similar formula to Dubai as what we have in Ibiza, with events and musical offerings catering to all tastes. We want everyone coming to O Beach Dubai to experience music they enjoy during that day; we’re not pigeonholed in one particular style. The shows from Ibiza have been adapted a little to suit Dubai and the venue. In the new year, we plan to host more diverse parties and events with an international flavour, using recognised DJs, promoters, and acts so that should be fun.

In your opinion, what’s the single most impactful step the hospitality industry can take toward genuine sustainability?

In my view, the key to genuine sustainability in hospitality is integrating environment-friendly practices across all aspects of operations – reducing waste, conserving energy and sourcing responsibly. At O Beach Dubai, we’re committed to finding ways to balance luxury with sustainability, from venue design to event operations. While we’re still evolving, we aim to make continuous improvements to minimise our environmental impact and ensure long-term success.