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Middle East Event Show
Madinat Jumeirah, Dubai, UAE

Exhibition & Seminars: 18 & 19 June 2025
Awards: 19 June 2025

Shelley Frost
Founder & Director at The Fridge


Winner of the Industry Icon Award 2022 at the Middle East Event Awards, Shelley Frost is the Founder and Director of The Fridge, the region's live events partner of choice for leading festivals, concerts and world-class talent and is renowned for setting high standards in delivering diverse and culturally sensitive entertainment.

Inspired by creativity, collaboration, reinvention and evolving traditions, The Fridge is synonymous with imaginative and spectacular projects. Founded in 2007, Shelley and her multi-award-winning team are recognised for setting international standards in turnkey, award-winning productions, exceptional creativity and outstanding programming. The Fridge spearheads many high-profile events from conception through to production and consistently delivers at the highest level.

A respected and accomplished performer herself and based in the Middle East for 25 years, Shelley has a deep understanding of the entertainment subtleties of the Middle East and holds a steadfast belief in the importance ofcreating a vibrant and culturally inclusive platform for the performing arts. She has an impeccable record of projectmanagement for high-profile events, concept creation and festival programme design.Shelley has developed several unique events that support and foster the local talent of the UAE, including the Fridge Concert Series, which was launched 15 years ago and remains the key platform for original UAE-based artists. WithThe Fridge Presents, she brought Filipino superstars Sarah Geronimo and Bamboo in the biggest Filipino concert at Coca-Cola Arena to date. She is the founder of the Arabian Philharmonic and the co-founder of ChoirFest MiddleEast, a highly popular choral festival bringing together singers of different ages and backgrounds from all around theregion since 2013.

Recognition & Awards:

  • 2024 Middle East Event Awards – Supplier of the Year – The Fridge - shortlisted
  • 2024 Middle East Event Awards – Best Live Music Event – Ben&Ben Live at Coca-Cola Arena Dubai – shortlisted
  • 2024 Middle East Event Awards – Best Venue – The Fridge Warehouse – shortlisted
  • 2023 MEA Business Awards - Best Entertainment & Artist Booking Agency Middle East
  • 2022 Middle East Event Awards – Industry Icon: Shelley Frost - winner
  • 2022 Middle East Event Awards – Best Entertainment Production: The Fridge, Flash Entertainment & HQWS for the Expo 2020 Entertainment program - winner
  • 2022 TPMEA Awards – Entertainment Manager of the Year: Shelley Frost - winner

Agenda Sessions

  • Fireside Chat: The Event Industry And How It Directly Impacts The Development Of Arts And Culture In The Region