Every returning client is a true measure of success.
In April 2026, we get to meet Karin Drane, Founder of Curveball Events & Talents. Karin is a Swedish entrepreneur based in Dubai since 2007. With a background in law and hospitality, she built strong business skills and founded Curveball Events 12 years ago after client demand grew organically. The company evolved significantly during challenging periods like 2020, strengthening her leadership and resilience. Karin does apart from building exhibition stands also maintains long-term client relationships, including managing Kris Fade since 2014. A mother of two, her daughters are her main motivation. Looking ahead, she aims to grow internationally while balancing career ambition with family life.
Curveball Events & Talents specialises in event planning, exhibition stands, and talent management. From corporate events to custom builds, they handle everything from concept to execution with creativity and precision. Trusted by brands like Dubai World Trade Centre, Union Properties, Alshaya Group, and more, they deliver high-quality experiences and bring client visions to life.
Read more here.
Hej SBC Member!
Karin Drane, Founder of Curveball Events & Talents
Who is Karin Drane?
I’m originally from Sweden, but Dubai has been home since 2007. I moved here in my early twenties and built my life and career in this region. Academically, I’ve taken a slightly unconventional route — I started both law and hospitality management but didn’t complete either. That said, both have been incredibly useful in business. Law taught me how to think critically and protect my interests, while hospitality gave me a deep understanding of service and client experience. Today, I see myself as a continuous learner — every new project and every stage of growth demands a new level of knowledge.
At the center of everything I do are my two daughters Fatimah and Hamdah. They are my biggest motivation- smart, kind and full of life. They are the reason behind my ambition and the standard I hold myself to.
You founded Curveball Events 12 years ago. Can you walk us through that journey?
Curveball was never part of a grand master plan: it started organically. I had worked with clients who began asking for support with events and talent, and over time that demand turned into a business. In many ways, I was an accidental entrepreneur.
For a long time, the business was quite reactive- responding to opportunities as they came. The real transformation happened during challenging periods, especially around 2020. That was when I had to step up, take control, and build with intention rather than just momentum. Those moments shape you- they force you to sharpen your thinking, your resilience, and your leadership. Whether you like it or not.
Defining moments aren’t only the big headline projects, although securing larger contracts has certainly marked key milestones. What matters just as much is client retention. Every returning client is a vote of confidence- it means trust, consistency and delivery.
My top three pieces of advice for starting a business in the UAE:
Understand the competitive reality.
If you win a deal, someone else has lost it- and vice versa. Business is competitive by nature. Accept that early and build the mindset to operate within it.Out-work the market.
Effort compounds. Build a team that is committed, responsive, and willing to go further than others.Be intentional with growth tools.
Not all marketing converts. Be strategic about what actually drives business- whether it’s PR, visibility, or direct relationships. Invest in a strong CRM system and understand your data. That’s where real scalability comes from.
In times of uncertainty, how can the events industry adapt?
The UAE has shown an extraordinary ability to create stability and security, even in uncertain times. For those of us who live and build our businesses here, in addition to gratitude there is also a sense of responsibility to continue moving forward.
From what we are seeing, many clients are still proceeding with events, activations, and campaigns. In fact, during uncertain periods, communication becomes even more critical. The cost of inaction is often underestimated- if you stop engaging with your customers, someone else will step in.
As event professionals, our role is to adapt rather than pause. This means:
Designing solutions that maximise value within tighter or more cautious budgets
Negotiating flexibility with venues and suppliers
Helping clients maintain visibility while managing risk
Ultimately, resilience in this industry comes down to agility and mindset.
Over the past 12 years, what initiatives, projects, or moments stand out as especially meaningful or impactful to you?
There are many projects I’m proud of, so it’s difficult to single out just a few.
I’ve always had a strong appreciation for corporate events, but building large-scale exhibition stands is something I find particularly exciting. Expanding into international stand production last year felt like a significant milestone- it marked a shift not just in scale, but in how we position ourselves as a company.
That said, what stands out most to me are the long-term relationships we’ve built over the years. Continuing to work with the same talents year after year is something I value deeply.
For example, we have managed Kris Fade since 2014. When you look back at that journey, it’s quite incredible. Being trusted over such a long period of time is not something you take for granted — it’s both meaningful and, at times, emotional to reflect on.
For me, those kinds of relationships are the real markers of impact.
The Curveball Team
Looking ahead, what are your aspirations or dreams for your career and personal life?
I believe we’ve built something very solid with Curveball, and my focus now is on developing that further- doing even more for the Curveball family, both our team and our clients.
At the same time, we are looking to expand more internationally, particularly within exhibition stand production and Expo pavilion operations. It’s an area where we already have strong in-house expertise, and one that offers significant potential in the coming years.
The UAE will always remain at the heart of what we do. This is where we built the business, and where we will continue to grow and strengthen our presence long-term.
On a personal level, my aspirations are quite simple. I want to continue building a life that balances growth with presence- being ambitious in my work while still being there for my children.
And perhaps, at some point, I’ll finally pick up golf.