The UAE party calendar is well and truly under way with a range of concerts and the return of favourite music festivals. One event hoping to make its mark is the series of Amasi Beach parties in Ras Al Khaimah. We went to the northern emirate to discover what the fuss is about.
What it is
Created by the Ras Al Khaimah Hospitality Group, Amasi Beach is a series of weekly beach parties. It began last week and will culminate on New Year's Eve. With an eclectic range of local and international DJs playing house, dance and funk, the parties take place on the sands of the emirate's exclusive Al Hamra Beach Resort.
The concept
The main aim is to put Ras Al Khaimah on both the entertainment and tourist maps, according to the chief executive of Ras Al Khaimah Hospitality Group Victor Louis. "Ras Al Khaimah is keen to present new initiatives and activities as well as new excursions for its guests," he says. "Amasi Beach is the newest attraction in Ras Al Khaimah, where music lovers are offered a great chance to enjoy these exclusive events along the beautiful shoreline of the emirate."
The venue
The star of the show, Amasi Beach is a luxurious stretch of sand exclusive to Al Hamra Beach Resort. Organisers have done well in using its small but comfortable size to create a boutique dance party. Behind the stage on the grassy thoroughfare leading to the beach, the food stand serves all kinds of snacks, from California maki sushi (Dh50) and seafood dumplings (Dh35) to hot dogs (Dh25 each) and pizza Margherita (Dh35). All the food is served in good portions, with the maki and dumplings being standouts.
The large DJ stage is placed before a cosy, sandy dance floor with the bar stationed at the back. There are couches and bean bags aplenty, while waiters serve drinks and shisha.
If the music is too much, there are also the options of strolling along the beach or lying on one of the many beach chairs facing the ocean.
The DJs
The veteran UK DJ Norman Jay kicked off the action last Friday with his groovy selection of 1970s funk. Tomorrow will find Nickie Cartel behind the decks. The London DJ, whose set includes minimal and progressive house, is no stranger to exclusive events, having helmed after-parties in Cannes, Ibiza and London.
DJ Bushwacka is another highlight. Performing on November 23, the London DJ has remixed works of pedigree artists including Michael Jackson, Depeche Mode and Orbital. Others appearing on the bill are Tim Kay (November 9), Russel Jay (Dec 1) and DJ Mitchelle (Dec 14) with the Dubai spinner DJ Donabelle closing off the proceedings on New Year's Eve.
The vibe
This is a good fit for those wanting to hear some beats in a chilled family setting. With the venue being part of a beach resort, expect some tourists and families taking advantage of the surroundings and joining in the party.
Tips
Even if you live in Dubai, the trip to Amasi Beach will take you a good 90 minutes. With the event finishing as late as 3am, it is best to use the event as part of a Ras Al Khaimah weekend.
A classic room with a balcony at the Al Hamra Beach Resort starts at Dh727 (excluding 10 per cent service charges). For something cheaper nearby, the Acacia Hotel offers a standard room beginning at Dh363 including taxes.
Cost
Free for ladies and children under 21. Dh90 for men. Doors open at 6pm. Tickets can be purchased from Virgin Megastores and www.timeouttickets.com.
