The new large-scale fairs and convention centre has been erected at Ta' Qali and is gearing up to host a 2,000-strong Thomas Cook conference lasting a week, a record 7,500-strong audience for the Andrea Bocelli concert next month and a host of other events.
Previously London's temporary Wembley Arena, within a record seven weeks the 7,000-square-metre, tension-fabric, pillarless structure has taken up its position at Ta' Qali for the next two years, said the Malta Fairs & Convention Centre Ltd.
"In the UK, it took three months to set it up," the MFCC board said. Seven weeks ago, there was nothing on the site; since then, 10,000 cubic metres of rubble and waste have been removed and 27,000 square metres of land were levelled out and tarmacked to the tune of Lm500,000."
Such was the investment in the land under and around the structure, an investment that would remain even after its two-year permit comes to an end, the MFCC pointed out.
"An area 27,000 square metres has been upgraded for the 7,000 square metres of the structure," it said.
The MCCF board saw Malta's potential to put up such a structure, which has a capacity of 10,000 (seated), said chairman Adrian Bajada.
"The way Malta is selling itself is changing, and the focus is more on culture, concerts and conferences. This multi-purpose structure is catering for that potential, and would be benefitting Malta by attracting the right type of business and tourists," he maintained.
The MFCC took a "big risk", but is "comfortable and confident" with the structure, despite it being a Lm2 million investment with which it would be "experimenting" over the next two years.
Speaking about the upcoming Thomas Cook conference, MFCC business development director Reuben Caruana said that convincing it to come to Malta was no mean feat, but the island's potential helped too, and a major spectacle, including fireworks and projections on Fort St Angelo, is scheduled for the event.
The structure, which has to be completed by Friday, is being divided into an exhibition area for 60 stands and the conference section, with seating at round tables.
As regards projects in the pipeline, Mr Caruana said Arena Group, from where the tent comes, has its own marketing arm and promotes the venues of these structures.
"We are convinced other conferences of such calibre, which Malta was losing out on, will be attracted due to the entire package on offer."
The Fairs and Convention Centre is a joint venture between Fairs and Exhibitors Ltd and Sign-It Ltd, which are pooling their expertise and competence in fairs and events and logistics respectively for a complete service.
"We are not a Destination Management Company and are not in competition, but merely offering the infrastructure to DMCs and hotels. Everyone is understanding the potential of the project and its particular requirements," Mr Caruana pointed out.
The MFCC has a temporary, two-year permit and will be tendering for the land once the government issues the call for tenders.
Among the events in the pipeline is an open day for the public on December 13, L-Istrina and the G7 New Year's Eve party, which is also being advertised, together with promotion of Malta, through 55 spots on MTV Europe.
The big trade fair will be held in the structure in 2008, and the corporation will be getting into other areas, the fairs being just pockets in its calendar.
Mr Caruana said that Bocelli's audience is double that of the largest concert held in Malta, Joseph Calleja's, so the public would have to be educated as regards arriving at an event early and not parking right outside the doors, which are opening two hours before. The idea is for around 200 people to enter every five minutes. Even though the tent can take more people and demand for the concert is high, the seating is not going to be increased, he said.