About Shelley Parr
Shelley Parr is an event project manager based in Dubai. She works at the intersection of ideas and delivery — shaping live event experiences that connect people, places and purpose. Across the UAE, KSA and wider Middle East, she has spent the last decade guiding teams through complex programmes with clarity and care. Collaborators call her "The Zen One" — a reflection of the steady presence she brings to fast-moving projects.
Expertise
- Event Project Management — Full lifecycle ownership from concept through live delivery.
- Creative Pitching + Concept Development — Pitch deck creation, proposal management, translating ideas into executable plans.
- Specialist Procurement — Specialist item sourcing, scenic development, sustainable solutions, up-cycling initiatives.
- People Planning — Team structures, project streams, workflows, reporting.
- Venue + Supplier Sourcing — Brief alignment, feasibility review, venue scouting, availability management, logistics, negotiation.
- Operational Consultation — Permit guidance, administrative oversight, strategic input.
- Space Design — Craft a unified atmosphere and narrative.
- Scenography — Lighting and sound design, costumes, entertainment, bespoke menu and food design, production.
Event Categories
Sports — Mass Participation + Lifestyle Initiatives
Designing and delivering high-energy sports events from mass participation to fitness festivals and city-wide activations. Projects include London 2012 Olympics, Dubai Fitness Challenge (Dubai Ride, Dubai Run, Dubai SUP), Les Mills x adidas World Record Fitness Challenge, Sports For All Expo, and Turf Games.
Entertainment — Concerts + Live Experiences
Producing immersive entertainment formats from music festivals and branded nightlife concepts to major destination events. Projects include Infinite Nights Series (Coldplay, Alicia Keys, Black Eyed Peas, Nancy Ajram), Break the Block with Bonobo, Metamoon Music Festival, and 1 Year To Go Expo 2020 Dubai with Mariah Carey and Hussain Al Jassmi.
Community — Festivals, Cultural Programmes + Groups
Building meaningful community experiences through festivals, cultural initiatives, and group engagement programs. Projects include Anime Village Jeddah Season, Hai Ramadan, Dhai Dubai Speed of Light Skatepark, Winter City, and Music Loves Company.
Corporate — Conferences, Awards + Exhibitions
Delivering high-profile corporate events including international conferences, industry forums, product launches, and exhibition management. Projects include GPCA Annual Forum, GCC BDI Chairman Summit, INFINITI QX80 Launch, Discovery Dunes Launch, and Khalid Bin Sultan City Launch for BEEAH.
Case Studies
Expo 2020 Dubai — One Year To Go
Seven synchronized events across all Emirates marking one year to Expo 2020 Dubai. Headline performances from Mariah Carey and Hussain Al Jassmi with 16,000+ attendees. Implementation of sustainable practices across all event sites.
ConsenSys — MENA Event Strategy
Design and rollout of ConsenSys MENA event strategy including the first Developer Bootcamp and Hackathon in Beirut, community meet-ups, and branding at DevCon, Websummit, and Gitex.
GPCA Annual Forum
Head of Operations for the GPCA Annual Forum, a flagship chemical industry conference with 2,000+ delegates from 50+ countries, exhibition management, and VIP protocol.
GCC Board Directors Institute
Program management of the GCC BDI workshop series with McKinsey and PwC, delivering 20+ workshops per year, brand integration, and alumni networking events.
Testimonials
"Shelley is an energetic, positive and a valuable team member. I was particularly impressed by her ability to deal with even the toughest stakeholders — effortlessly. Extremely organized and innovative, Shelley would be an asset to any organisation."
— Cristina Borges de Carvalho, CMO, Sublime Hotels
"Shelley is a highly organised events professional. She is a natural diplomat and always strives to ensure collaboration on all projects. A valuable team player and strong communicator with a keen eye for detail."
— Cheryl Smith, Event Operations Director, ICIS
"Shelley is a creative problem solver, efficient, proactive, meticulous, reliable, disciplined, and extremely organised. Her professional skills are paired with her calm temperament, positive disposition, and strong work ethic."
— Karen Candelario, Admin Incharge, BRAG
"Shelley is one of the most passionate and enthusiastic professionals I've ever seen. Her work in communities, event management and visual marketing is one of the best I have seen."
— John Izaguirre, Co-Founder, Tadle & Lemonade.Social
Contact
Email: projects@shelleyparr.com
LinkedIn: linkedin.com/in/shellp
Phone: +971 56 937 3830